Why Customers Don't Leave Reviews: Common Problems

Most customers don’t leave reviews because of three main reasons:

Psychological barriers: Fear of backlash, review fatigue, or feeling their review won’t matter.
Process issues: Requests are poorly timed, the process is too complicated, or unclear instructions are provided.
Lack of motivation: Customers don’t see a benefit, feel unacknowledged, or only act on negative experiences.

Quick Fixes:

Make leaving reviews simple (e.g., QR codes, direct links, short forms).
Time requests perfectly (e.g., after product use or delivery).
Show appreciation (e.g., thank customers, respond to reviews, or offer non-monetary incentives).

The result? Better reviews mean more trust, higher sales, and improved visibility. Address these barriers to turn happy customers into your biggest advocates.

How to Get Online Reviews and Customer Feedback

Mental Barriers That Stop Customers from Leaving Reviews

When customers hesitate to leave reviews, it's often due to psychological hurdles rather than technical difficulties. These mental roadblocks can be just as influential as logistical challenges, yet they’re frequently overlooked by businesses focused on making the review process smoother.

Fear of Backlash or Conflict

One common concern is the fear of negative consequences. Some customers worry that leaving honest feedback - especially if it’s critical - might lead to retaliation or conflict with the business. This hesitation can be a major deterrent, even though honest reviews are essential for improvement. Consider this: just four negative reviews can dissuade 70% of potential customers from engaging with a business. Yet, the fear of conflict often stops people from sharing the very feedback that could help businesses grow.

How can businesses address this? By responding to reviews with professionalism and empathy. Studies show that 50% of consumers are more likely to choose a business that actively responds to customer feedback. Training staff to handle complaints gracefully and implementing customer-friendly policies, like easy returns or replacements, can show that feedback is valued over defensiveness. These measures not only encourage reviews but also build trust.

This fear underscores a broader issue: addressing internal hesitations is just as crucial as improving external systems.

Too Many Review Requests

Overwhelming customers with constant requests for reviews can backfire. While 99.75% of online shoppers regularly read reviews, being bombarded with feedback requests can lead to "review fatigue", causing many to ignore or avoid them altogether. In fact, nearly three-quarters of consumers have abandoned purchases because they felt overwhelmed.

A great example of tackling this issue comes from Amazon. In 2019, they introduced features like "helpful reviews", allowing users to mark reviews as useful. This helped prioritize quality over quantity and made it easier for customers to navigate large volumes of feedback. Additionally, research shows that 42% of customers will leave a review after being asked just once, while the rest may need at least two reminders.

The takeaway? Striking the right balance in how often you ask for reviews is key. Too many prompts can frustrate customers, while a thoughtful approach can encourage meaningful participation.

Time vs. Benefit Mismatch

Another mental barrier is the perceived imbalance between the time it takes to write a review and the benefits of doing so. For many, the effort feels greater than the reward. Statistics reveal that 28% of customers are likely to leave a review after a positive experience, while 34% are motivated by a negative one. Despite knowing that reviews influence decisions - 91% of people read them regularly or occasionally, and 68% form opinions after reading just a handful - customers often doubt their individual review will make a difference.

"To increase positive reviews for your business, inform and educate your customers on how important reviews are to your business. The customers who want to support you will show their support in the form of positive reviews." – Luke Wester, Miva

The solution lies in reframing the value of reviews. When customers understand how their feedback helps both the business and other shoppers, the perceived benefit grows. Simplifying the review process further reduces the time commitment, making it easier for customers to contribute.

"It's important to remove any friction from writing the review." – Garrett Sussman, Grade.us

Personalized interactions can also make a difference. When customers feel appreciated and connected to a business, writing a review becomes less of a chore and more of an opportunity to support a brand they care about.

Understanding these mental barriers is the foundation for creating a review strategy that not only simplifies the process but also inspires customers to share their experiences.

Process Problems That Stop Review Submissions

Even when customers have positive experiences and are willing to share feedback, process-related issues can stand in the way of review submissions. These hurdles can turn enthusiastic customers into missed opportunities. Fixing these inefficiencies is crucial for improving your review strategy.

Wrong Timing for Review Requests

Timing matters when asking for reviews. If you request feedback too soon, customers might not have had enough time to form opinions. Wait too long, and they might forget the details. Here's what the data tells us: 77% of people are likely to leave a review within a week of receiving or using a product, and 8% will do so on the same day. Generational tendencies also vary - 40% of Boomers are comfortable reviewing after one use, while only 27% of Gen Zers prefer to review after a single use, as they often take more time to evaluate.

"Timing is the most important factor in collecting reviews." - Reviews.io

Timing also depends on the type of product. Here’s a quick breakdown:

Product Type	Recommended Wait Time
Hard Goods	21 Days
Soft Goods	14 Days
Perishable Goods	14 Days
Seasonal Goods	7 Days

Beyond timing, the day and time of your request can also impact success. Wednesdays and Saturdays show the highest conversion rates for review request emails, with 10 AM to 2 PM and 6 PM being the most effective times. Follow-up requests also help. While 68% of customers respond to the first ask, an additional 28% will leave a review after a follow-up.

Complex Review Steps

A complicated review process is one of the biggest reasons customers abandon submissions. Lengthy forms, unclear instructions, or multiple steps can frustrate even the most willing participants. Simplifying the process is key.

Best Western Hotels & Resorts saw how streamlining could make a difference. By automating their review requests and directing guests to platforms like Google and TripAdvisor, they increased their review volume by 27%.

To make it easier for customers:

Use QR codes, direct links, or embedded forms.
Ensure the process works smoothly on mobile devices.
Keep survey questions short and clear.
Aim for a process that takes no more than three clicks from start to finish.

Unclear Platform Directions

Even if timing and ease are addressed, unclear directions can still deter customers. With so many platforms - Google, Yelp, Facebook, and others - customers might not know where to leave their review. This confusion often results in abandoned attempts.

Clear guidance can solve this problem. 70% of happy customers are willing to leave a review if asked politely, but they need precise instructions. Providing direct links to your review pages eliminates guesswork and reduces drop-offs.

Physical businesses can use QR codes on receipts, business cards, or table tents to guide customers directly to review pages. This is worth the effort, as 79% of consumers trust online reviews as much as personal recommendations.

For example, Moss Bros found success by redesigning their product pages to showcase reviews more prominently. Their heatmap analysis revealed that customers who engaged with reviews were more likely to purchase. This change resulted in a 13% increase in both conversions and revenue.

"We find that when asked, around 20% of customers leave a review." - Jake Hughes, Director of Marketing, Widewail

To maximize opportunities, include review links in multiple places: thank-you emails, chat interactions, receipts, and social media posts. Remember, up to 80% of all reviews come from post-purchase emails. Refining your email strategy can make a big difference.

Ultimately, the goal is to make leaving a review easy and seamless - something that feels natural, not like a chore.

The Motivation Problem: Why Customers Need Reasons to Review

Getting customers to leave reviews isn’t just about asking them - it’s about understanding what drives them to take action. While mental and logistical hurdles can deter people from writing reviews, the real issue lies in motivation. Businesses often forget to ask themselves a simple but critical question: What’s in it for the customer? Without clear reasons or benefits, even happy customers may skip leaving feedback. This lack of motivation highlights why businesses need to offer clear, meaningful incentives to encourage reviews.

Negative Feedback Is More Common

Let’s face it: unhappy customers are much more likely to speak up than satisfied ones. Research shows that 95% of people are willing to share bad experiences, compared to 87% for good ones. The difference becomes even more striking when you look at how far these stories go - 54% of customers share negative experiences with at least five people, while only 33% do the same for positive ones. On social media, the gap persists, with 45% posting about bad experiences versus 30% sharing good ones.

"There are more positive reviews than negative reviews, but people are way more likely to leave negative reviews without any prompt or request."
– Tim Clarke, Thrive's Senior Reputation Manager

This imbalance presents a tough challenge for businesses. To offset even one bad review, you might need dozens of positive ones. In fact, studies show that most consumers need to see at least 40 good reviews before they trust a high rating. Since negative experiences naturally drive action, businesses need to give customers a compelling reason to leave positive feedback.

Customers Don’t See the Point

Another big hurdle is that many customers don’t understand why their review matters. They often see it as extra effort with no real benefit to themselves. This mindset is reflected in the numbers: while 83% of satisfied customers say they’re willing to recommend a product or service, only 29% actually follow through.

The key to bridging this gap? Show customers how their feedback helps others.

"Push the idea that leaving a review benefits other consumers. Some people are much more apt to help 'others like them' find the best business, product, or service - as opposed to helping the company get one more 5-star reviews."
– Brooks Manley, Engenius

Reviews don’t just help businesses - they can also directly influence sales. For example, reviews can boost sales by 18%, and customers are willing to spend up to 31% more on businesses with excellent reviews. But beyond the numbers, customers also need to feel that their effort is valued.

No Thanks or Recognition

One of the quickest ways to kill motivation is by ignoring customer feedback. When someone takes the time to leave a review and gets no acknowledgment - whether it’s a thank-you message, a public response, or even a small gesture - it can make them feel unappreciated. This lack of recognition discourages future participation.

Some businesses have found creative ways to address this issue without breaking platform rules. For example, Sephora’s Beauty Insider Program rewards customers with points for leaving reviews, making purchases, and engaging with the brand. These points can be redeemed for discounts, early access to products, or exclusive perks, encouraging participation without requiring positive reviews. Similarly, Amazon’s Vine Program invites top reviewers to test new or pre-release products in exchange for honest feedback. This approach not only generates detailed reviews but also builds trust with potential buyers.

Another effective strategy is showcasing reviews across various platforms. Highlighting customer feedback on websites, social media, and marketing materials not only thanks reviewers publicly but also reinforces credibility for future customers.

"Trustpilot reviews and ratings provide endless content for our social media team to use as part of their content calendar. A daily supply of positive reviews allow us to keep our social marketing fresh and we believe sharing the experience of our customers helps us reinforce our messaging."
– Theodore Mello, Data Scientist, NHCash.com, LLC

When customers see their reviews being valued and actively used, it creates a rewarding cycle. This sense of appreciation encourages them - and others - to keep sharing their experiences.

How to Get More Customer Reviews

Did you know that 70% of customers will leave a review if you simply ask them? That’s a huge opportunity waiting to be tapped. The challenge lies in turning that willingness into action. To make it happen, you need to remove obstacles and actively engage your customers in ways that make leaving a review feel effortless.

Make Reviews Easy to Leave

The biggest hurdle to collecting reviews is friction. Every unnecessary step - every extra click or form field - lowers the chances of someone following through. The solution? Make the process as smooth as possible.

Use direct links to your review page. Whether you’re reaching out via email, SMS, or printed materials, give customers clickable links that take them straight to the review platform. For brick-and-mortar businesses, QR codes are a game-changer. Kaitlin Martin from Choice Windows hands out business cards with a QR code that links directly to their Google My Business review page. Customers can scan and leave a review on the spot.

"It's important to remove any friction from writing the review." - Garrett Sussman, Grade.us

Embed review forms on your site or app. By integrating the review process directly into your own platform, you keep customers engaged without redirecting them to external sites.
Keep it simple. Offer one-click rating options for quick feedback, and make written reviews optional. If customers want to elaborate, they can - but don’t force it. Some businesses even provide review templates to help customers get started. Just be cautious to avoid making the feedback feel scripted.

Alexandra Lens from Chocolate Films includes review requests as part of their standard workflow. After completing a video project, account managers send clients a sign-off email that includes a review request. This seamless integration into their process helped them achieve and maintain a 5-star Google rating.

Time Requests Right and Personalize Messages

Even if the process is easy, when and how you ask for reviews can make all the difference. Timing is everything. Ask too early, and customers might not have had enough experience with your product. Wait too long, and the moment passes.

Match your timing to your product’s lifecycle. For example, wait 7–10 days after delivery for electronics, or about a week for apparel. For SaaS tools, it’s best to ask after customers have completed at least three active sessions. Online course providers should time requests to follow the completion of a module.

Research backs this up. A Journal of Marketing study involving over 300,000 consumers found that sending review requests too soon after purchase can hurt your chances. For instance, asking for clothing reviews on the day of delivery is ineffective because customers need time to evaluate their purchase.

"Timing is the most important factor in collecting reviews." - Reviews.io

Use automation to get it right every time. Set up triggers based on delivery confirmations, onboarding milestones, or specific actions customers take. This ensures your requests are timely and no customer is overlooked.
Make it personal. Acknowledge specific purchases or customer history in your messages. When people feel seen as individuals rather than just another number, they’re more likely to respond. Data shows that reviews generated by personalized requests average 4.34 stars, compared to 3.89 stars for unprompted reviews.
Pick the right channel and time of day. SMS messages, with their 98% open rate and 90% read rate within 3 minutes, are perfect for time-sensitive requests. Emails are better for more detailed asks. For the best response rates, aim to send messages between 2–3 PM or 6–7 PM.

Give Customers Reasons to Review

Sometimes, even the smoothest process and perfect timing aren’t enough. You need to motivate customers to take that final step. While goodwill might drive some reviews, most people need a little nudge.

Offer non-monetary incentives. Loyalty points, exclusive discounts, or giveaway entries are great options. They’re effective and less likely to violate platform guidelines. For example, Old Navy offers discounts for completing post-purchase surveys, a strategy that works equally well for review requests.
Show the impact of their feedback. Let customers know how their reviews help others. This taps into their desire to contribute meaningfully. Plus, displaying reviews can increase sales by up to 270%, so their input has real value.
Get creative with recognition. Sephora runs sweepstakes for customers who leave reviews, offering prizes like gift cards. G2 Gives donates $10 to charity for every review, allowing customers to support causes they care about. Highlighting reviews in your marketing materials is another way to give customers their moment in the spotlight.
Engage with existing reviews. Responding to current reviews encourages future ones. When potential reviewers see that their feedback will be acknowledged, they’re more likely to share their experiences. In fact, 90% of consumers are influenced by how businesses respond to reviews.

"People who wouldn't generally leave reviews - regardless of whether they are satisfied or not - will feel encouraged to leave a review if they see replies and feedback from businesses." - Lika Djukic, Best Response Media

The results speak volumes. Kraft Heinz generated 39 million impressions from incentivized review campaigns across just three sampling programs. Rimmel London saw a 44% sales increase thanks to their targeted review program. Done right, incentivized reviews benefit everyone: customers feel valued, businesses gain insights, and future buyers get the information they need to make confident decisions.

Track and Improve Your Review Strategy

Once you've set up an optimized review collection process, the next step is just as important - measuring and refining your approach to ensure ongoing success. Collecting customer reviews is only part of the equation; the real value comes from analyzing and improving your strategy to turn reviews into a revenue-generating asset. Without tracking your efforts, you risk missing out on opportunities to make your review process more effective.

This step builds on earlier efforts to simplify and tailor your review requests to customers.

Numbers to Watch

To improve how you gather reviews, start by monitoring key metrics like review request open rates, click-through rates, and review completion rates. These numbers highlight where customers are engaging and where they might be dropping off.

For example, open rates can tell you if your email subject lines and timing are working. Emails with personalized subject lines tend to perform better, with 26% higher unique open rates compared to non-personalized ones. Similarly, click-through rates reveal whether your message is compelling enough to drive action. Did you know that up to 80% of reviews come from post-purchase emails asking customers to share their thoughts on what they bought?

But here's the catch: if your click-through rates are high but completion rates are low, it might indicate problems in your review process - like too many steps or unclear instructions.

It’s also helpful to track response rates by channel, such as SMS, email, or in-app notifications, to see which method works best for your audience.

"Today's customers are busy and don't want to have to jump through hoops to get the help they need, especially if a product breaks or they have issues with a service. Reducing customer effort makes life easier for customers and improves their impression of the brand and their overall customer experience." – Blake Morgan, Forbes Contributor

Time is a top priority for customers. In fact, 77% of consumers say that valuing their time is the most important thing a company can do to deliver a great experience. By analyzing these metrics, you can identify bottlenecks in your process that might be wasting customers' time.

Test Different Review Request Methods

Fine-tune your review strategy by experimenting with different approaches. A/B testing, for instance, can help you compare various review request formats to see which resonates most with your audience.

You can also test different communication channels. Whether it's email, SMS, or in-app notifications, each medium has its own strengths. Experimenting across these options can help you discover which one drives the most completed reviews.

Another area to explore is automation. Try comparing behavioral triggers (such as sending a request after a purchase) with time-based triggers (like sending a reminder a few days later) to find out when customers are most likely to engage.

Learn from Customer Feedback

Beyond metrics, some of the most valuable insights come from customers who don’t leave reviews. Finding out why they didn’t participate can uncover barriers in your process. A short survey can work wonders here - ask questions like, "What stopped you from leaving a review?" or "How can we make the process easier?" Keeping it brief shows you respect their time.

For example, Mailchimp streamlined its follow-up processes by automating them through customer service data, saving significant time for their agents. Analyzing feedback like this can highlight common issues, whether it's unclear instructions or poorly timed requests, and guide you toward solutions.

Customer service interactions can also be a goldmine of information. If customers are reaching out for help with leaving reviews, that’s a clear sign you need to simplify your process.

"Your most unhappy customers are your greatest source of learning." – Bill Gates

Use this feedback to refine your review process and adjust your automation triggers. Businesses that prioritize customer experience see 60% higher profitability. Setting up cross-functional teams to implement these changes ensures that improvements are applied across different areas of your company.

Conclusion: Main Points for Getting More Reviews

Getting more customer reviews starts with understanding and addressing why people hesitate to leave them. While 76% of consumers are willing to leave a review when asked, only 67% are ever asked - a gap that businesses can turn into an opportunity by tackling the root causes of hesitation.

One major challenge lies in overcoming psychological barriers. Customers often feel skeptical, unmotivated, or simply unsure about sharing their experiences. The key to breaking through? Build trust and address their concerns directly. When people see that others have had good experiences, they’re more likely to add their voice to the mix.

On top of that, complicated or poorly timed review processes can discourage even the most willing customers. Long steps, unclear instructions, or bad timing create unnecessary friction. The fix? Keep it simple and ask for reviews at the right moment.

Motivating customers is another essential piece of the puzzle. This doesn’t always mean offering discounts or freebies. Sometimes, it’s as simple as showing them their feedback matters - whether by acting on their suggestions or publicly recognizing their input. For example, 91% of millennials trust online reviews as much as personal recommendations, so they understand how valuable their contribution can be. A well-thought-out approach to motivation helps keep your review strategy effective and evolving.

Finally, tracking and refining your strategy is crucial for long-term success. It’s not just about asking more often - it’s about asking smarter. Monitor key metrics, experiment with different approaches, and listen to feedback about the review process itself. As Clayton Christensen famously said, asking the right questions often leads to the best answers.

The rewards are undeniable. A single review can boost lead conversion by 10%, and 72% of customers rely on reviews before making decisions. By addressing the real obstacles to getting reviews, you can turn happy customers into a powerful marketing tool that drives growth and trust in your business.

FAQs

What can businesses do to overcome psychological barriers that stop customers from leaving reviews?

To address psychological hurdles like doubt or reluctance, businesses should prioritize trust-building and make leaving reviews as easy and appealing as possible. Start by featuring genuine customer testimonials and real success stories. These can reassure potential reviewers of your reliability and show how their input contributes to improving your services and helping others.

Simplify the review process to make it effortless. Offer clear, step-by-step instructions, keep it quick, and consider small gestures of gratitude, like discounts or exclusive offers, to show your appreciation. By creating an inviting and supportive atmosphere, businesses can motivate more customers to share their experiences.

When is the best time to ask customers for reviews to get more responses?

Timing your review requests wisely can make a big difference in how many customers actually respond. The sweet spot? Send your request 7–30 days after the purchase - this gives the customer enough time to use your product or service and share meaningful feedback. That said, for certain items or experiences, asking immediately (like on a confirmation page or in-store) can work well, especially if their initial experience was positive.

When you send your request matters, too. Aim for mid-morning to early afternoon (10 AM–2 PM) or early evening (around 6 PM), as these are times when people are typically more receptive. As for the day, midweek options like Wednesday or a laid-back Saturday can boost response rates.

And if your first request doesn’t get a response, don’t give up! A polite follow-up can be the nudge they need to share their thoughts. Sometimes, a friendly reminder is all it takes to gather valuable feedback.

How can businesses encourage customers to leave positive reviews without offering money?

Encouraging Customers to Leave Positive Reviews

To encourage customers to leave glowing reviews, businesses should focus on creating an experience that feels both effortless and emotionally rewarding. Timing is crucial here - asking for a review right after a positive interaction, like completing a purchase or experiencing exceptional service, is the sweet spot. Why? Because the experience is still fresh in their minds, making them more likely to share their thoughts.

Making the process simple is just as important. Provide clear instructions and include direct links to review platforms. The easier it is, the more likely customers are to follow through. Beyond that, building a sense of trust and community around your brand can work wonders. When customers feel valued and connected, they’re naturally more inclined to share feedback that reflects their satisfaction.