Today we're going to discuss when to ask for customer reviews for optimum results - so you can get the best return on all that time and effort you're putting in.
Did you know that the majority of customers who have had positive shopping experiences with a company don’t express their feedback publicly? They’re so-called “silent advocates” - they feel good about your brand, but don’t leave a review unless prompted.
Unfortunately, the opposite is also true: those with negative experiences are more likely to share them publicly, especially if they’re prompted before their full experience is complete.
One of the most common causes of negative reviews is asking for feedback before the product has been received.
This makes customers feel rushed, or worse - it highlights that their order hasn't even arrived yet, creating frustration.
But there’s a better way…
Some businesses, like comparison sites or food delivery platforms, are exceptions. For those, asking for a review immediately makes sense because the service experience is fast and self-contained. However, for most eCommerce or physical product brands, the real opportunity lies in identifying the customer’s “happy moment.”
After a recent internal discussion sparked by Jennifer Mellies, our team shared insights on when to time review invitations based on different product experiences.
“Send the invitation soon after a happy moment. That could be right after purchase, or ideally, once the product arrives and they’re enjoying it.
For some products - like protein powders - the happy moment might come weeks later when results start showing. Timing it right = higher conversions and better scores.”
“I always ask merchants how long it takes for their products to show benefits.Skincare might need 2–3 weeks, while travel gear like backpacks might be used a month later.
Trekking Backpacks, for example, sends invites 30 days after delivery because they know when their customers actually start using the product.”
We’ve compiled a helpful reference table based on common verticals and product types. These are general benchmarks - your exact timing may vary based on shipping time, product use cases, and customer behavior.
Pro Tip: Use your own product lifecycle data to determine when usage begins, and sync review invites accordingly.
Using a platform like REVIEWS.io, you can automate review requests based on fulfillment and delivery data.
To get better reviews, and more of them, always ask yourself:
Is now the right time?
Has the customer received and used the product?
Are they likely to be in a good mood about it right now?
Optimizing the timing of review invitations helps increase positive sentiment, reduce complaints, and build trust in your brand. And with automation tools, it’s easier than ever to get it right.
Need help optimizing your review request flow?
Book a demo with our friendly sales team - we’re happy to help.
Only if your product or service is used instantly (e.g. digital downloads, comparison tools, booking services). For physical products or services, always wait until delivery or after product use.
This is one of the top triggers of negative reviews. Customers may complain about delays or lack of delivery, which can damage your reputation. Use delivery-based triggers to avoid this.
Consider when your customer first starts enjoying the product or forms a strong opinion—this is often when feedback or compliments begin. Test different send times to see what drives better sentiment and conversions.
Tailor review invites to your product type with dynamic triggers—like sending sooner for skincare, later for mattresses. With REVIEWS.io, you can use tags or categories to time requests when customers are most ready to share relevant feedback.
