Review-request timing and incentives
A review request works as a memory cue but can feel like pressure, so asking too soon backfires.
Two of the eight page areas.
Four ways to use it, and two to avoid.
- Delay the request until the customer has plausibly used the product.
- Ask every buyer for a review, not just the happy ones.
- Pair any incentive with a norm message, such as “X customers have reviewed”.
- Disclose any incentive you offer for a review.
- Avoid: asking only satisfied customers for reviews, which is high risk.
- Avoid: fake reviews, concealed incentives and suppressing negative reviews, all banned by the DMCC Act.
Reminders sent too soon reduced reviewing, while delayed ones increased it.
In field experiments with 300,000+ consumers, immediate reminders reduced reviewing, while delayed ones increased it.
Two field experiments by Jung and colleagues, with over 300,000 customers of Korean travel and clothing sites, found reminders sent too soon reduced reviewing while delayed ones increased it. In a field experiment with a Chinese clothing retailer, Burtch and colleagues found payments brought more reviews and social-norm messages longer ones. Karaman found that asking customers made ratings more representative.
Four sources, each checked.
Last reviewed
The DMCC Act bans fake reviews, concealed incentives and suppressing negative reviews. Asking only satisfied customers is high risk.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.