Joshua Franklin Wiedeman

Review & UGC Requests

Review and UGC request flows are automated post-purchase messages that ask customers for reviews, photos, and videos. Reviews strongly influence online purchase decisions, and customer photos show the product in real use.

How it works

Few customers leave reviews unless asked. Asking at the right time and making it easy raises the response rate. The right time is after the customer has used the product but while the purchase is still fresh. For most products that is one to two weeks after delivery. A small reward can raise response rates, but it must not depend on the rating given.

How to do it

  1. Trigger the request from the carrier’s delivery confirmation. Wait 7 to 14 days, longer for products that take time to show results. If you lack tracking data, use the estimated delivery date plus a buffer.
  2. Send a short email with one job: get a review. Include the product image, the product name, and a clear button. Use a direct subject line such as “How is your [product name]?”
  3. Make the form short. Pre-fill the product and customer details. Require only a star rating and make text and photos optional.
  4. Offer a larger reward for photo and video reviews than for text-only reviews, such as more loyalty points.
  5. Send one reminder to non-responders about a week later. Stop after two requests total.
  6. Disclose incentives where reviews are shown, and never offer rewards only for positive reviews. The FTC’s 2024 rule bans buying or conditioning rewards on review sentiment.

What to measure

  • Review request conversion rate: reviews submitted divided by requests delivered, split by email and SMS.
  • Photo and video attachment rate: reviews with media divided by all reviews.
  • Product page conversion by review count: conversion rate of product pages grouped by how many reviews they have.

Best practices

  • Use SMS for the request when the customer has consented to texts. The link is one tap away.
  • Share reviews to Google and other platforms your review provider supports.
  • Respond to negative reviews publicly and constructively.
  • Feature customer photos on product pages, in email, and on social. People submit more when they see submissions used.

Common pitfalls

  • Asking before the customer has received or used the product.
  • Requiring too many fields, such as title, pros, cons, and fit. Each extra field lowers completion.
  • Hiding negative reviews. Shoppers distrust a wall of perfect ratings, and suppressing reviews can break FTC rules.