With online shopping set to account for almost <a href="https://www.statista.com/statistics/285978/e-commerce-share-of-retail-sales-in-the-united-kingdom-uk/" target="_self">38% of total retail sales in 2022</a>, consumers are more willing than ever to spend a considerable amount of time and effort researching a product online before deciding to purchase it. Reviews and ratings are an essential resource in this process, but they’re even more valuable when you can guarantee they’re real reviews from real customers.Fake reviews cost the UK economy £billions each year. They can harm a business’s reputation. They mislead customers too. No wonder <a href="https://www.feefo.com/uk/business/resources/business-insights/the-cost-of-fake-feedback-a-call-for-greater-protection-report" target="_self">Feefo’s research shows that 81% of businesses</a> and 78% of consumers want to be free from them.Real reviews are what Feefo does best. <a href="https://www.feefo.com/uk/business/why-feefo" target="_self">Feefo is an invitation-only platform</a>, which means you get verified reviews from real customers, who have interacted with your business. Our reviews provide meaningful responses from your customers to help identify what’s working well and where your next opportunities might be. You can read, respond to and analyse all your feedback from customers in the Feefo Hub, using the insights to build trust in your brand, improve sales and perfect your customer experience.

<h2>How can Feefo benefit your business?</h2>With the vast <a href="https://www.dixa.com/page/reconnecting-the-customer-experience/" target="_self">majority of consumers (97%)</a> saying that customer reviews factor into their buying decisions, let’s look at how Feefo reviews can work for your business.<h2>Increase sales</h2>Studies have shown that when customers leave positive reviews and star ratings on products, it boosts online sales by <a href="https://www.dixa.com/page/reconnecting-the-customer-experience/" target="_self">up to 18%</a>. In fact, they’re one of the biggest influences on a customer’s buying decision, with 85% of consumers trusting online reviews as much as personal recommendations.Displaying reviews of individual products has also been shown to increase sales. Products with positive reviews are even more powerful, selling up to 200% better than those without. With reviews being such a trusted method of recommendation, incorporating them into your offering online using one of Feefo’s on page review displays can be hugely beneficial.<h2>Improve your customer experience</h2>Replying promptly to feedback and proactively responding to issues shows you’re committed to good customer service. The Feefo Hub makes it easy to respond to feedback, allowing you to thank customers for positive reviews and respond helpfully to negative ones. You might be surprised to learn that <a href="https://www.qualtrics.com/blog/online-review-stats/" target="_self">89% of consumers pay as much attention</a> to what a company writes back to a review as they do to what the customer says.By listening to feedback, you can spot issues as they arise. Feefo helps you identify trends in your reviews, making it easier for you to address any problem areas and improve your service. You can respond directly to your customers and start a conversation to find out more about their experience or close the loop to ensure their concerns are resolved.<h2>Build trust in your brand</h2>Building brand trust is important for every business. Customers need to be confident in your ability to deliver on what you’ve promised them. There are many factors that can affect brand trust, but one of the most influential is customer reviews. Using an independently verified review platform like Feefo that collects real reviews from real customers establishes your business as a brand that people can trust.Being transparent and open about how your customers rate your product or service, by displaying reviews on your website, for example, can help your business improve customer confidence. And with Feefo’s invite-only platform ruling out the potential for <a href="https://www.feefo.com/uk/business/features/brand-reputation" target="_self">fake reviews</a>, you can be confident in the knowledge that all your reviews are from real customers.<h2>Boost traffic and conversions online</h2>Your Feefo reviews can go a long way to improving your performance in organic search results and generating Google stars. What’s more, by incorporating Feefo reviews into your adverts, your click-through rate could be <a href="https://blog.reviews.io/post/how-online-reviews-impact-click-through-rate" target="_self">three times higher than without</a>, getting more customers to visit your website and make that all-important purchase.Being tactical about where you position feedback can also increase conversion rates. Simply displaying reviews can increase conversion by 270%, while placing relevant reviews beside associated call-to-action buttons can help your customers make more informed buying decisions.If you’re interested in collecting real customer reviews to help boost your business, get in touch with us today. We can show you the difference real ratings and reviews can make.

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How Feefo reviews can work for your business

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In an era when three in four people say they avoid advertising altogether, what information do consumers trust? Customer feedback.Feedback provides so much more than social proof, though. If you’re not currently collecting ratings and reviews, or you are but feel like you could get more from them, you’re in the right place.Here’s everything you need to know about customer feedback, the benefits it can offer your business, and the right software to moderate it.<h2>Why is customer feedback important?</h2>Here are four key reasons why you should be collecting, showcasing and analysing ratings and reviews:<h3>1. To support your customers</h3>According to Feefo’s 2019 Consumer Trends Report, 96% of UK consumers use reviews in some way and 64% read them before making a purchase. But shoppers don’t always trust what they see online – 72% of them worry about fake feedback. Invite-only reviews, which are guaranteed to come from your genuine customers, are a great way to support prospects as they decide whether to buy from you.<h3>2. To boost conversion rates</h3>Adding customer reviews to your website can massively increase conversions, especially when they are displayed on product pages. In fact, people are 270% more likely to buy a product with five reviews than one without any reviews. <a href="https://www.feefo.com/uk/business/customer-stories/salon-services" target="_self">Our work with the hair and beauty company Salon Services</a> also shows that customer spending rises by 294% when reviews are showcased online.<h3>3. To monitor internal performance</h3>By analysing the customer feedback you receive, you can keep tabs on how well each branch, store, and member of staff is doing. Tools like Feefo’s Insight Labels make this easy, as you can track reviews by categories like staff names, branch locations and product types.Using reviews in this way allows you to spot products and services that should be improved or stores that require further investment. You can also use positive reviews to motivate staff by rewarding those who receive excellent feedback.<h3>4. To understand your customers’ experiences</h3>Collecting and analysing feedback across the entire customer journey can help you dig deeper into the experiences of shoppers, their loyalty to your brand, and so much more.Feefo’s Customer Sentiment Insight tool uses AI to automatically identify themes in your reviews. If topics like ‘delivery’ are constantly mentioned in a negative context, this will be highlighted to you, so you can find out what’s going wrong and how to make it right.

<h2>Using feedback to connect with your customers</h2>There are several ways you can use reviews to build better relationships with buyers and improve their loyalty to your brand:<h3>1. Create a personalised experience</h3>Whether you’re trying to convince your customers to take advantage of an offer or you’re asking them for their honest feedback, you need to speak to them as individuals. Our Feedback Request Manager allows you to build and design feedback campaigns, so you can ask the right questions to the right people at the right time.<h3>2. Respond to all feedback</h3>Write a review takes time and effort – so when people leave feedback be sure to thank them (whether good or bad!). While we recommend responding to as many reviews as possible, you’ll want to prioritise negative feedback, as this gives you the opportunity to repair broken relationships. You may even be able to turn those one- and two-star ratings into five stars.When responding to negative feedback, get in touch with the customer privately so you can fully understand their situation and fix any issues. Once you’ve done as much as you can, respond to the review publicly, so other potential customers can see you provide an excellent service, even when things go wrong.For more tips on how to reply to customer comments, check out our<a href="https://www.feefo.com/uk/business/resources/customer-experience/responding-to-reviews-guide" target="_self"> complete guide on dealing with positive and negative feedback.</a><h3>3. Tell people when their feedback made a difference</h3>Customer reviews should help inform any changes you make to your business. And when you improve something thanks to that feedback, it’s important to let people know.Whether you’ve increased the responsiveness of your customer service team or fixed a problem with your website, use your marketing channels to show customers you listen to all feedback – good and bad.

<h2>How to choose a customer feedback platform</h2>

If you want to make the most of your customer feedback, you need the right platform. Every platform offers something different, so it’s important to pick one that’s right for your business. Here are some key considerations to think about:
<h2>Choose whether you want to collect open vs. invite-only reviews</h2>
One of the biggest decisions to make is whether to opt for an invite-only platform like Feefo, where you only get feedback from verified buyers, or an open platform, where anyone to leave feedback about your business whether or not they’ve purchased from you. Here are the benefits and drawbacks of each:

<h2>Invite only platform:</h2>
<table class="styled-table">
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 Benefits
 </th>
 <th>
 Drawbacks
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 <tbody>
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 <td>
 Beat the fakes - No one can post fake reviews on your website, as only genuine buyers are invited to leave feedback.
 </td>
 <td>
 If someone visits your website but doesn’t engage or make a purchase, you can’t collect feedback from them (unless you run surveys).
 </td>
 </tr>
 <tr>
 <td>
 Trust your data - With real feedback from real customers, you can be sure that fake reviews aren’t skewing your data – so your business decisions are always backed by valid insights.
 </td>
 <td>
 As only real buyers can leave feedback, you may collect fewer reviews than you would with an open platform.
 </td>
 </tr>
 <tr>
 <td>
 Win more customers over - People are 15% more likely to buy when reading a verified review over an anonymous review. They want to hear from customers who have genuinely interacted with your brand.
 </td>
 <td>
 You must proactively reach out to customers for feedback – Feefo makes this easy with an automated email or text message that we send to each of your buyers.
 </td>
 </tr>
 <tr>
 <td>
 Streamline the feedback process - Customers don’t need to sign up or log in to leave a review, because their feedback is tied to a specific sale or interaction, so you already know who they are. This means they can share their thoughts with you quickly and easily.
 </td>
 <td></td>
 </tr>
 </tbody>
</table>
<h2>Open platform:</h2>


<table class="styled-table">
 <thead>
 <tr>
 <th>Benefits</th>
 <th>Drawbacks</th>
 </tr>
 </thead>
 <tbody>
 <tr>
 <td>
 Get lots of feedback - With an open platform, anyone can search for your company and leave a review – so you may be able to collect more feedback faster.
 </td>
 <td>Anyone can leave feedback, even if they haven’t interacted with your brand or purchased from you. This opens the door to fake reviews from competitors and spam accounts, which can put your reputation at risk and skew your data.</td>
 </tr>
 <tr>
 <td>
 Hear from non-buyers - If someone visits your website or branch but doesn’t make a purchase, they can still leave feedback about your brand.
 </td>
 <td>Flagging and removing fake feedback is challenging, as it’s difficult to spot a fake review from a real one unless the writer gives proof of purchase.</td>
 </tr>
 <tr>
 <td></td>
 <td>Open review platforms tend to operate like comparison sites, which means you risk losing potential customers to competitors.</td>
 </tr>
 <tr>
 <td></td>
 <td>Customers often have to create or sign into a profile to leave a review, which is time-consuming and may put them off giving feedback.</td>
 </tr>
 </tbody>
</table>

<h2>Decide where and how you want to display your reviews</h2>The best way to show off your positive feedback is by using widgets that work for your company and industry.<a href="https://www.feefo.com/uk/business/features/collect-reviews" target="_self">Review platforms</a> offer different widgets and products, so establish what you’d like to achieve with your feedback before seeing what’s out there. That way, it will be much easier to narrow down which platform is right for you.<h2>Check the moderation rules</h2>Even if you’re using an invite-only platform, you may still get a review that is inappropriate from time to time – for example, one that contains bad language or is talking about the wrong product. In cases like this, you need to be able to flag feedback. A good, trustworthy platform will have clear moderation guidelines to determine whether a review should be removed or not.Businesses should not be able to remove any review they want. If that worries you, it shouldn't – 52% of consumers become suspicious if there is no negative feedback on a product or service they want to buy.Make sure you read a platform’s moderation guidelines before signing the dotted line. You can read Feefo’s moderation guidelines <a href="https://cdn2.hubspot.net/hubfs/5707407/Websites%20Pdfs/Review_Moderation_Guidelines.pdf" target="_blank">here.</a><h2>Getting more customers to give feedback</h2>Follow these key tips to encourage buyers to leave a review:<h3>1. Make your invitation enticing</h3>We all receive dozens of emails every day. Ensure yours stand out with a clear subject line and a message that incentivises to your customers to leave feedback.<h3>2. Thank people for their time</h3>Everyone likes to feel appreciated. Thanking someone, even before they have gone through with providing feedback, puts them in a position to do as you ask.<h3>3. Dare them to be honest</h3>People love sharing their opinions with others – it can feel extremely freeing. Use that to your advantage by daring your customers to leave an honest review about you. Encourage them in a cheeky way, or you can keep to a formal tone.<h3>4. Draw attention to what you want them to talk about</h3>This is especially useful if you require feedback regarding a particular product or service, or if you have recently launched something new. In your email, use the key words you want your review to focus on in a bid to guide your customer in the right direction.<h3>5. Tap into their sense of social responsibility</h3>We all want to feel like we are making a difference. Reviews give people the power to have an influence, so they provide a great opportunity for you to tap into the need for social responsibility.<h3>6. Use humour</h3>Humour is always a great tactic, especially if something has gone wrong. Maintain your professionalism, but also show your personality (if that's part of your brand image and tone). Customers are more likely to engage with a brand they can relate to.<h3>7. Encourage sympathy</h3>Tell your customer how hard you’ve worked and what efforts have gone into getting them the right product. You could even name a member of staff that made their experience possible. Tell them that your business depends on their happiness and that it starts with them giving you feedback.<h2>Start collecting customer feedback, your way</h2>At Feefo, we’re proud to be a trusted, invite-only review platform. That's why over 6500 brands trust us to help develop their <a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-improve-your-brands-customer-experience" target="_self">customer experiences</a>. Get in touch with our team today to find out what we can do for you.

The complete guide to customer feedback: How it works and why it can benefit your business

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Feefo vs. Trustpilot: Which review provider is better for you?

We’re not just a reviews platform, we’re an insights specialist with the tools to prove it. We empower you to turn customer feedback into a business growth strategy.

<table class="styled-table" style="text-align: center;table-layout: fixed;"><tbody style="text-align: center;"><tr style="text-align: center;"><th style="text-align: center;"><h3 style="text-align: center;">Feature</h3></th><th style="text-align: center;"><h3 style="text-align: center;">Feefo</h3></th><th style="text-align: center;"><h3 style="text-align: center;">Trustpilot</h3></th></tr><tr style="text-align: center;"><td style="text-align: left;">Verified-only product and service reviews</td><td style="text-align: center;vertical-align: top;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/> </td><td style="text-align: center;"> <img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/>Open reviews with verified optional</td></tr><tr style="text-align: left;"><td style="text-align: left;">Transparent fair pricing including product reviews and widgets as standard</td><td style="text-align: center;vertical-align: top;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/>&nbsp;</td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Price&nbsp;&nbsp;</td><td style="text-align: center;">From £99&nbsp;</td><td style="text-align: center;">From £250&nbsp;&nbsp;</td></tr><tr><td>Access to customer support</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;vertical-align: top;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Keep customers on your website to read reviews&nbsp;&nbsp;</td><td style="text-align: center;vertical-align: top;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/>TP redirect traffic to their site, making it easier for customers to come across your competitors</td></tr><tr style="text-align: center;"><td>Tailored feedback invitations for each touch point and audience</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Surveys</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Q&amp;A expert answers&nbsp;</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td></tr><tr><td>A trusted syndication network of brands and retailers to share verified reviews</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Sustainability-focused initiatives including planting trees for feedback&nbsp;</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: left;"><td>Review Booster for day one verified reviews&nbsp;</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: left;"><img asset_uid="bltd32851efc5b0d14c" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltd32851efc5b0d14c/659d49f1727120040a39e8b1/Cross_(1).png" alt="Cross_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Customer sentiment AI-analysis tools&nbsp;</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td></tr><tr style="text-align: center;"><td>Custom Questions to enhance feedback request form&nbsp;&nbsp;</td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td><td style="text-align: center;"><img asset_uid="blt7d7c5b483d9ff5ff" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt7d7c5b483d9ff5ff/659d49cb794c27040ac2c77c/Tick_(1).png" alt="Tick_(1).png" height="auto"/></td></tr></tbody></table>

Enriched insights, intuitive features, and expert advice

Everything you need to transform your customer experience from discovery to advocacy. And we only collect verified, authentic feedback. More than Trustpilot can offer if you’re serious about collecting reviews for strategy rather than just stars. &nbsp;&nbsp;With Feefo you get a dedicated team of experts, visual user-generated content, personalised on-page display tools, and access to business-enhancing features including AI-generated insights and sustainability initiatives.

About Feefo

“All we were getting from Trustpilot was reviews. Whereas with Feefo, we can see how clients feel at every stage of their journey with us – not just at the point of sale.”

Hear from a client who switched to Feefo

Do you know who your customers are? Do you understand why they use your business? You may have a gut feeling, but if you don't know your customers inside-out, meeting their needs and creating a customer experience tailored to them becomes challenging. Read our easy to follow <a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-improve-your-brands-customer-experience" target="_self">customer experience strategy guide</a>, including how to measure CX and how to build out personas to give your business its competitive edge.

How to improve your brand’s customer experience

Not ready to switch, but want to benefit from our expertise and insights? Steal our knowledge (we don’t mind!) by visiting our knowledge hub. 