Getting Google reviews isn't just a “plus”: it's a lever for trust, a conversion driver, and an asset for SEO.
These reviews aren't just comments, they're social proof that your future customers will consult before buying.
But to reap real marketing benefits, you need to know how to collect them effectively... and, above all, how to make the most of them.
The good news? There are simple methods that are 100% compliant with Google's rules for obtaining authentic customer reviews without forcing or manipulating the system.
You can even structure this collection as a real strategy, just like an email or social media campaign.
First and foremost, make sure you have activated your Google Business listing. Without a listing, your customers cannot leave you reviews.
This is the basis of any approach to Google reviews: it must be complete, validated, and optimized.
Once that's done, we'll show you how to turn each review into a conversion tool, boost your local SEO, and strengthen customer loyalty to your online store.
Google reviews aren't just for reassurance.
They have a direct impact on your online visibility and your store's sales performance.
That's two very good reasons to make them part of your e-commerce strategy right now.
When a user searches for a product or business, local results are displayed first.
These listings (map, stars, reviews, comments) are largely influenced by the volume and quality of reviews.
The more recent positive reviews you accumulate, the more Google considers your business relevant.
The result? Your listing moves up in the search results, you gain qualified traffic, without spending anything on advertising.
It's an extremely effective SEO lever, especially if you're looking to rank for local or highly competitive queries.
When a user discovers your e-commerce site, they don't know you yet.
So they'll look for signs of trust. And Google reviews are perfect for this.
Reading concrete feedback, seeing a good average rating, and spotting positive customer experiences all carry a lot of weight in the purchasing decision.
This is even more true in an online context, where there is no human contact.
A well-placed review at the right moment in the customer journey can be enough to turn hesitation into conversion.
And let's be honest: it's often more convincing than a long sales pitch.
Getting Google reviews should never be left to chance.
Like any marketing activity, it needs to be structured.
You can and should build a clear strategy to collect as many authentic customer reviews as possible, much like you would for an acquisition campaign.
The idea is to create simple and natural opportunities to encourage your customers to share their experience immediately after a purchase.
This process can begin as soon as the order is confirmed and continue in post-purchase emails, follow-up text messages, or via a dedicated section in the customer area.
The more touchpoints you have a button in an email, a link in a text message, a module in the customer account, a discount code in exchange for feedback the more likely you are to collect useful reviews and leverage that content in your marketing efforts.
Right after receiving the product, your customers are still in a positive emotional state.
This is the ideal time to ask them for a review.
A follow-up email, text message, or notification in their customer account can contain a direct link to your Google Business listing.
Sometimes, a simple well-worded button is enough to trigger positive feedback, provided you time it right and aren't intrusive.
Some e-commerce companies integrate a review module directly into the personal area or on the order tracking page.
The result is a smooth, frictionless journey that enhances the customer experience.
Customers can share their opinions in just a few clicks, without having to figure out how to do it.
And on your end, you centralize feedback and feed your marketing content, product pages, social media, and even your after-sales service pages.
This type of integration has a real impact on your online reputation: the easier you make it for customers to express themselves, the more qualitative reviews you'll collect.
And that's directly reflected in your average rating on Google, a detail that makes all the difference in the purchasing journey.
Gamification is a great way to make this step much more engaging.
Offer a symbolic reward (discount, points, badge in a loyalty program, etc.) in exchange for a review.
It's fun, low-commitment, and super effective at stimulating participation, especially among your most engaged customers.
This type of approach values customer reviews without being pushy, while strengthening the relationship between the brand and its consumers.
Pssst... You might find this interesting!
Customer reviews are strategic for your brand, and we can probably help. Check out our platform!
For example, the Cigoire brand has integrated a mechanism into all its shops that encourages customers to leave reviews.
In return, they can accumulate benefits in their loyalty programme.
This type of approach values customer feedback without being pushy, while strengthening the relationship between the brand and its consumers.
Even with excellent products and satisfied customers, certain mistakes can seriously hinder your ability to get Google reviews.
And that's a shame, because these reviews have a direct impact on your reputation, your local SEO, and your conversion rates.
Here are the four most common mistakes... and how to avoid them.
This is the most common mistake.
Not responding to customer reviews makes it seem like you don't care.
Conversely, every response, even a short one, shows that you are listening, that you take feedback seriously, and that you care about the user experience.
The result: it builds trust, improves your brand image, and encourages other users to share their thoughts.
By responding to both positive and critical reviews, you show that you are a professional, transparent, and service-oriented company.
And that sends a strong message.
Another classic mistake is sending a request for a Google review too early (the product hasn't even been received) or too late (the customer has already forgotten their experience).
When is the right time?
Generally speaking, 3 to 5 days after delivery, depending on the type of product.
At this point, the customer has tried the product, has an opinion to share, and is still in a positive emotional state.
👉 Use our guide to the perfect timing for asking for customer reviews.
Do you have loyal customers, regular buyers, active followers?
They are your best potential ambassadors... but you still need to ask them for their opinion.
Too many e-merchants forget to activate these ultra-engaged profiles, which are nevertheless the most likely to share an authentic opinion.
By targeting them via personalized emails or your loyalty program, you significantly increase your chances of obtaining high-quality reviews and boosting your social proof.
A customer review isn't just a forgotten comment on your Google Business listing.
It's marketing content in its own right, which you can (and should) integrate into your materials.
Not highlighting this feedback means missing out on a powerful conversion lever.
Every well-placed review can become a trigger for trust, especially among new visitors.
Collecting reviews is the first step. But they can have even more impact than they already do. They're a gold mine!
Start by integrating them directly where your customers make their decisions: on your product pages.
Displaying a Google review just below the ‘Add to cart’ button can be enough to overcome hesitation.
Some brands go further by adding specific quotes such as ‘Fast delivery and product as described’ to reinforce the moment of conversion.
Reviews also have a place in your emails.
A welcome email can include a box saying, ‘They trust us: 4.8/5 on Google.’
In cart abandonment emails, quote a satisfied customer: ‘Super comfortable product, I recommend it 100%.’
These are simple things to add but incredibly effective in reassuring customers.
On social media, vary the formats: a screenshot of a positive review, a short video showcasing it, or an Instagram carousel called ‘Review of the week’.
This content feeds your brand image while highlighting the customer experience.
The Cigoire brand, for example, regularly shares excerpts from reviews in its stories to show customer satisfaction in store.
Also consider incorporating them into key pages such as the checkout tunnel or delivery page.
A discreet line such as ‘Over 300 customers recommend our service’ is enough to dispel any last-minute doubts.
All of these techniques are easy to implement.
They require few resources but deliver huge returns in terms of reassurance and conversion.
👉 Want to take this approach further? Check our benchmark of the 7 best review management softwares
It's possible... but it's a very bad bet.
Buying Google reviews is prohibited according to their policies.
Fake reviews are often spotted quickly: vague wording, suspicious profiles, grouped dates...
Google detects them, removes them, and can even go so far as to suspend your Google
Business listing or completely delist it.
But the risks don't stop there. In terms of reputation, a company caught red-handed immediately loses the trust of its customers.
And online, a mistake leaves lasting traces. Bad buzz can cost much more than simply removing a review.
So if you're struggling to collect authentic reviews, there's no point in cheating.
It's better to work on your customer loyalty strategy, improve your post-purchase experience, and encourage your committed customers to express themselves, with tools such as Loyoly, for example.
Ultimately, five genuine enthusiastic reviews are better than a dozen soulless comments.
Consumers can tell the difference. And Google can tell the difference even better.
Google reviews are part of what is known as UGC, or user-generated content.
When a customer writes a review, shares a photo, or films their unboxing, they produce authentic content that is much more credible than an advertising message.
And that's exactly what future buyers are looking for.
A review accompanied by a photo or video is even more powerful.
This type of content creates a real emotional connection and enhances the customer experience.
By integrating them into your product pages, emails, or social media, you amplify the impact of your communication.
UGC and Google reviews complement each other perfectly: one builds trust, the other drives engagement.
The result? Together, they boost customer loyalty, enrich your brand image, and strengthen the bond with your community.
Loyoly allows you to integrate ‘leave a Google review’ missions directly into your loyalty program.
Your customers are encouraged to share their experience in exchange for points, vouchers or personalised rewards.
It's simple, compliant with Google's rules and incredibly effective at boosting the volume of authentic reviews.
Contact our Loyoly teams and move from collecting isolated reviews to a real loyalty strategy driven by your most engaged customers.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
