How to Handle Customer Reviews

What’s an online review?

Online reviews contain three different parts:

  • Subject.
  • Rating stars.
  • Written criticism.

Why are online reviews crucial?

Customers often buy on emotion, and their emotions rely on other people’s reactions. Indeed, any review, whether positive or negative, will affect the business one way or another. So, a business can never thrive without the client’s opinion. Many people may be afraid of missing out on good deals. For example, a long waiting line outside of a store indicates a lucrative opportunity or the arrival of new products. This process stimulates outsider’s curiosity which then attracts even more people. As everything moves online, the waiting line is now turned into online reviews and ratings. Yes, last-minute deals may entice customers to buy, but they will still end up checking the reviews.

Do Negative Reviews Deter Customers?

Buyers are not only afraid of losing money on the bad stuff but also afraid of being deceived. This fear grows even bigger on online purchases. Online reviews often present a painted picture, and there are minimal ways to verify the authenticity of reviews. Thus, buyers are afraid of being deceived and have developed an immune system—for example, systems that alarm them upon suspicious perfectness and the absence of negative reviews. Let’s be clear here. Nothing is perfect, so don’t try to be. Rather aim for honest, thorough, and reflective reports.

What does the number of reviews represent?

The number of reviews reflects the hotness of your product and or service and the scale of your brand’s image. It also reflects how good your service is in collecting reviews from customers. If you are buying products with decent quality expectancy, you should definitely watch for the number of positive reviews. A service with stellar reviews will only solidify what the expectations will be.

High-quality reviews

A high-quality review includes the rating stars and a comprehensive explanation for the given rating stars. Good reviews are extremely valuable and much more time-consuming, making this type of review rare when it comes to feedback. Common buyers won’t bother spending too much time writing reviews on every product they buy—especially those who are active in online shopping and promotion seekers. But there are websites like UpCity and Clutch that take the time to authenticate and provide detailed reviews. Due to the nature and detail of the reviews on these sites, it always makes sense to provide an incentive to customers—for example, a discount or some free good as a form of appreciation.

Example of a High-quality review:

Subject: Refund of a good pull-up bar

Low-quality reviews

A low-quality review includes only the rating star and very little explanation, sometimes irrelevant. Bad reviews are the most popular since time investment for review writing is never a priority for customers. Sometimes, you want to give quick rating stars and move on. This habit is not entirely bad because you can’t and should never expect a 100% conversion rate from purchasing to writing reviews. On the other hand, these rating stars are the fundamental foundation for boosting your product’s popularity.

Example of a low-quality preview:

Subject: Automatic vacuum sealer

How to get reviews from customers

Customers are not on default to leave reviews. Therefore, it’s your job to follow up and remind them. A brief email right after the merchandise has been delivered that kindly reminds the customer to leave a review is best. The longer you wait after the purchaser received the package, the less likely customers will reply to you and write a review about your product. You also want to avoid tailing your customer or annoy them with too many messages because no one likes being bothered by the seller rambling about review writing. One single brief email following up should be enough.

Example of the following up email:

Handling negative reviews correctly

What people say about your product forms your brand image. The more people reply, the better. Yet, it’s not so bad to receive negative comments. It’s crucial the way you respond to the situation and fix the problem. It’s even better to have customers change their minds and come back with positive reviews after bad ones. It indicated your ability to handle criticism and resolving customer’s problems.

Example of a negative review:


The more reviews, the more visible your product will be

Suppose you’re selling products on a competitive market such as Amazon. There are likely countless numbers of relevant results as yours. So, as a customer, you are often unwilling to view every single option on the market. As a result, the pages showing on top received the most interactions based on the algorithm. That is where you want your product to be. To stand out from the crowd, you need to collect buyer reviews more and focus on the quality of the review. In other words, aim for high-quality reviews.

Being transparent about customer review

Try to be as transparent as possible about customer reviews. Hiding or manipulating reviews will only hinder your business success and the bottom line. Moreover, negative reviews will always come back as the previous ones go unsolved. So there’s no way you can obscure the truth forever on the open internet.

Online reviews and the sales funnel

Unlike physical shops, where the number of merchandise is limited, online shopping is open to purchasing options. Businesses can sell their product in any market and any geographical place. Yet, opportunity always delivers challenges. The more options the customer has, the smaller the probability they are going to choose from you. That’s the idea of the sales funnel. You want to broaden your influence and grasp more attention to convert that into actual sales.

Take away on Reviews.

A customer will only get to check the reviews if they have reached the point of narrowing down and ready to buy. Solid and quality reviews will help that decision swing to a buy. At the same time, negative reviews will result in a loss of a potential customer.



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A Seattle web design and online marketing agency that delivers high-end websites. A passion for web development and SEO.