Using reviews for a successful product launch

Aleš Randa

8 min


Nowadays, with most purchasing decisions taking place online, customer reviews play a key role in the success of new products. As many as 93% of customers read online reviews before buying and up to 92% of consumers are hesitant to purchase a product if there are no customer reviews, so the presence of reviews can greatly increase the likelihood of a purchase.

It is also important to mention that quality reviews can increase sales by an average of 18%. Customers tend to trust reviews as much as personal recommendations, showing that reviews are just as important as traditional word of mouth. On the other hand, too many negative reviews can make people hesitant to buy from a company.

In this article, you will learn why reviews are so important and how they can influence the success of newly launched products. Keep in mind that while reviews can play a vital role in a product's success, it is equally important that they are obtained and managed ethically and transparently. Falsifying reviews or manipulating ratings may have a positive effect in the short term, but in the long term it leads to damage to customer trust and brand.

Are you about to launch a new product? Read our article "Top 10 tips for a successful product launch."

Reviews collection strategy: how to do it?

Successful product launch starts long before the actual launch, with effective review collection being a key element of preparation. Here are some proven strategies for effective review collection that combine passive and active approaches.

Customer questionnaires

Customer questionnaires collect specific data from selected customer groups. These questionnaires provide a deeper understanding of customers' needs and expectations, allowing you to tailor products and services to their expectations.

Use of social media

Social media such as Instagram and Facebook offer various tools for collecting feedback quickly, including polls and quizzes. These platforms are user-friendly and interactive, making it easy and efficient to get responses from customers.

Creating a community for feedback

Providing a space for customers to share their experiences and ideas encourages open communication and strengthens customer relationships. Effective community management ensures that discussions remain constructive and productive, increasing the value of the feedback received.

Related: "Use feedback to optimise product strategies."

Using product sampling to get first reviews

Product sampling is a tactic for getting the first reviews that play a vital role in the successful product launch of new products.

Effective techniques for deploying product sampling

  • Sample distribution: sending free samples to a targeted group of customers is a proven method for getting first reviews. The selection of recipients should be strategically targeted to potential customers with a high interest in the product.
  • Platform collaboration: Partnering with platforms specialised in sampling can improve the entire process from distribution to review collection.

Motivation to write reviews

Offering customers benefits such as discounts on future purchases can significantly increase the likelihood that they will take the time to write a review. It's important to make the review process as simple as possible so that customers understand the value of their input to improve the product.

Why is product sampling effective?

  • Boosting trust: displaying real reviews on a product's website from the moment it is launched builds trust with new customers.
  • Opportunity for improvement: feedback from reviews allows you to identify and correct any shortcomings in the product before it reaches a wider audience.
  • Sales promotion: The presence of reviews on a product page can significantly impact conversion rates by providing new customers with reviews from other users.

Product sampling therefore brings a double advantage: not only do you get the first reviews, but it also provides the opportunity to improve the product early based on real user feedbacks, which can be crucial for its success in the market.

Related: "Are people interested in your product? Why you should do testing before launch."

How to use reviews to increase product sales

Reviews have a tremendous impact on customer decision-making and purchasing, which is critical to the success of newly launched products in the market. Effective use of reviews can increase product visibility, improve conversions and boost customer confidence. 

Structure and content of the ideal product detail page (PDP)

  • Detailed and clear information: accurate and rich product information is essential. Include technical specifications, benefits, and uses of the product to help customers better understand what they are buying.
  • High quality images and videos: Make sure product images and videos are of high quality and show the product from different angles and in different contexts of use.

Integration of visual content and reviews into PDP

  • Displaying reviews and ratings: including a review section directly on the product pages can significantly influence customer decision-making. Display the average rating and number of reviews "above the fold" so they are visible without scrolling.
  • Visual content from users: allow customers to share images and videos in their reviews. Visual content from users adds authenticity and builds trust in products.

Using reviews to increase product sales is not just about collecting positive reviews, it's about creating a transparent, information-rich and visually appealing product presentation.

Review-oriented email marketing

Email marketing is an excellent tool for incorporating reviews into your communication strategy. Integrating reviews into emails can bring transparency and give potential customers confidence in your products.

1. Use a conversational tone and address them personally

Start with a subject line that is personal and engaging. Subject lines like "How do you like your new product?" or "Share your experience with [product]" are more effective at piquing interest than generic phrases.

2. Hyper-personalisation

Use the data you have about your customers and reach out to them by name. Include specific information about the product they purchased, including photos of the product and possibly quotes from other relevant reviews. This will add a personal touch to your email and increase the likelihood that the customer will respond.

3. Timing optimization

The timing of sending the email is key. For different types of products, consider different intervals - for example, for cosmetics, a week after purchase may be ideal, while for electronics, waiting a few weeks may be preferable to give customers time to test the product sufficiently.

4. Simplifying the review process

Make sure that the process of writing a review is as simple as possible. Links in the email should lead directly to a place where customers can easily leave a review without having to go through a complicated login or navigation process.

5. Visual elements and graphics

Using attractive graphics or GIFs can increase interest and interactivity. For example, images with star ratings can visually represent what is expected from customers.

Using social media to share product launch reviews

When launching a new product, social media is an invaluable tool for spreading reviews that can significantly influence market acceptance. Here are a few strategies on how to effectively leverage social media reviews for maximum impact at a product launch.

Organic Posts and Paid Ads

Social media allows you to share organic posts that naturally portray real customer experiences. Adding authentic reviews to these posts can increase trust and interest in a product. Paid ads can then further enhance this trust, especially when targeted to relevant audiences using effective segmentation tools.

Partnership with influencers and use of user-generated content

Influencer marketing is key to expanding the reach and credibility of your reviews. You can provide product samples to influencers who resonate with your target audience and let them share their honest reviews. User-generated content, such as photos and videos of real product usage, then adds another layer of authenticity and customer engagement.

How to respond to negative reviews

The way you respond to negative reviews can have a significant impact on the perception of your brand. It's important to respond quickly and with empathy, offer solutions and try to turn the situation in your favour. Turning a negative experience into a positive one can convince customers of your commitment to quality and customer service.


When launching a new product, reviews play a key role in ensuring its success. Effective use of reviews can greatly improve product visibility, build trust among customers and ultimately increase sales.

Support your brand with real customer voice! Join us and discover the power of authentic reviews. Maximise the success of your products and use feedback to improve your service. Contact us today to book your free consultation!


Would you like to know more about the product launch? Find out "Why market research is important before a new product launch."


1. Why are reviews important when launching a new product?

Reviews provide evidence that can significantly increase trust in the product and motivate new customers to buy. Statistics show that up to 93% of customers read reviews before buying.

2. What are the best strategies for collecting reviews?

Effective strategies include using customer questionnaires, interacting on social media and creating communities for feedback. It is important to combine passive and active approaches to maximize review collection.

3. How can I use product sampling to get reviews?

Product sampling involves distributing free samples of your product to targeted groups of customers, allowing them to try the product and provide reviews before the official launch.

4. What are the advantages of product sampling?

Product sampling increases trust and provides an opportunity for product improvement based on real user feedback. It also encourages sales by providing early reviews that can convince new customers.

5. What is the best way to respond to negative reviews?

The key is to respond quickly and with empathy. It's important to offer solutions and show that your company cares about customer satisfaction. Responding properly to negative reviews can even improve your reputation and increase customer confidence.

Recent articles

Using reviews for a successful product launch

Introduction Nowadays, with most purchasing decisions taking place online, customer ...

Use feedback to optimise product strategies

Introduction Feedback provides direct insight into the customer experience with a ...

Why is market research important before a product launch

Market research can be what determines whether your product will be a success. Not only ...

Subscribe to our newsletter

  • Never miss an interesting article
  • Get to know the latest trends
  • Be the first to learn about new eBooks