Google reviews clearly make a difference.
They are not just comments: they are social proof, conversion levers and visibility boosters.
But you still need to know how to collect them and, above all, how to make the most of them.
Good news! There are methods that comply with Google's rules for collecting more reviews, without forcing or cheating.
And yes, you can structure this process like a real marketing campaign.
But first, there's one essential step you can't skip! Your Google Business listing.
If it hasn't been created, filled out, and validated, your customers simply won't be able to leave you reviews.
This is the foundation on which your entire review strategy will be built.
Now that it's created, we'll show you how to harness the full potential of Google reviews to boost trust, SEO, and customer loyalty for your online shop.
Google reviews aren't just useful for reassuring customers. They have a direct impact on the visibility (local SEO) and commercial performance of an e-commerce site.
That's two good reasons to incorporate them into your strategy right now.
When a user searches for a product or shop, local results are displayed first.
These listings, often accompanied by a map, stars and comments, are strongly influenced by the number and quality of reviews.
The more recent positive reviews you have, the more Google considers your site relevant and the more likely you are to appear in the top search results.
It's a great way to gain qualified traffic without spending a penny on advertising.
It's therefore a real SEO lever, especially for shops that want to rank highly for local or competitive queries.
When a user discovers your site, they don't know you yet.
They will therefore look for signs of trust, and Google reviews play this role perfectly.
Seeing that other customers are satisfied, reading concrete feedback, observing a good average rating... all of this influences the purchasing decision.
Especially in an e-commerce context where human contact is absent.
A positive review in the right place at the right time can be enough to turn an abandoned basket into a conversion.
And that's much more powerful than a traditional marketing pitch.
Getting Google reviews should not be left to chance.
It is entirely possible to develop a real strategy, just as you would for an acquisition campaign.
The idea is to create simple and natural opportunities to encourage your customers to express their opinions after a purchase.
This can be done as soon as the order is confirmed, during the post-purchase process or even in the customer area.
The more touchpoints you have, the more likely you are to collect useful reviews.
Right after receiving the product, your customers are still excited about their purchase.
This is often the ideal time to ask them for feedback.
A follow-up email, text message or message in their customer account can include a link to your Google listing.
Sometimes all it takes is a simple, well-worded button to trigger a positive review.
The key is to offer it at the right time, without being intrusive.
Some e-commerce brands integrate a review module directly into the personal area or order tracking.
It's a simple but effective approach.
Customers can share their experience in just a few clicks, without having to search for how to do it.
This also allows you to centralise feedback and make better use of it in your marketing content.
Gamification makes this step much more engaging. By adding a fun dimension or a symbolic reward, you stimulate the desire to participate.
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.
Some simple mistakes can slow down the collection of reviews, even if your customers are satisfied.
Responding to reviews shows that you are listening.
This builds trust and encourages others to speak up as well.
A review left unanswered gives the impression that you don't care.
Too early, and the customer hasn't had a chance to try the product.
Too late, and the experience has been forgotten. You need to get it right, a few days after delivery is usually enough to get genuine feedback.
👉 Use our guide to the perfect timing for asking for customer reviews.
They are often the most likely to leave a spontaneous review... provided you ask them to.
Identify these engaged customers and incorporate them into your strategy.
They are your best ambassadors.
A customer review is much more than just a star rating on Google.
It's quality content that can strengthen your product pages, fuel your email campaigns, and enrich your social media posts.
Not highlighting them means missing out on their true marketing value.
Every review can become a source of reassurance... if used correctly.
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 is possible, but at your own risk!
Buying Google reviews is prohibited according to their policies.
Fake reviews are quickly spotted, removed, and can result in the suspension of your Google listing.
Beyond the prohibition, it is above all a very bad idea.
These fake reviews are easy to spot. Generic language, suspicious profiles, unusual timing...
Google detects them, removes them and may even suspend your listing or delist it.
There are also reputational risks.
A brand caught red-handed instantly loses the trust of its customers.
And on the internet, a mistake remains visible for a long time.
If you're struggling to collect reviews, it's better to work on your customer loyalty strategy, improve your post-purchase experience or reward engaged customers with tools such as Loyoly.
It's better to have five genuine enthusiastic reviews than a dozen bought comments with no substance. Consumers can tell the difference.
And so can Google.
Google reviews are part of what is known as UGC, or user-generated content.
When a customer takes the time to write a review, share a photo or film their unboxing, they are creating authentic content that is more credible than an advertising message.
This is exactly what future buyers are looking for.
A review with a photo or video is even more powerful.
This type of content creates an emotional connection and enhances the experience.
By integrating them into your product pages or social media, you boost the impact of your message. UGC and reviews feed off each other.
One builds trust, the other strengthens commitment.
Together, they support customer loyalty and bring your community to life.
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.
