February 1, 2023
Responding to positive reviews can feel somewhat illogical. While replying to negative reviews makes sense (because you want to turn a negative into a positive), there’s a bias to leave positive reviews as they are. Your customer has purchased your product and left you a glowing review. Job done, right? Wrong. In fact, businesses that reply to all reviews are 102% more likely to be chosen by consumers compared to those that do not respond.
Ratings and reviews, both positive reviews and negative, have become an integral part of the shopper journey. Consumers today are more influenced by their peers than they are by your brand. They want to know what fellow shoppers say about your products, not what you say about your products, so they’re turning to reviews en masse — reviews now influence 32% of purchases, more than discounts or coupons, and 95% of consumers read online reviews before making decisions.
Additionally, search engines have adopted reviews as a crucial part of their algorithms for determining how results are ranked. In fact, online reviews account for more than 15% of how Google ranks results.
With all these eyes on the number of stars, it’s critical for brands to pay attention and respond to reviews quickly, thoughtfully, and authentically. Regardless of whether a review is positive or negative, responding to reviews creates an opportunity to deepen a brand’s connection not only with existing customers but with future customers too, as 71% of consumers are more likely to use a business that responds to online reviews.
Many are focused on how to respond to negative reviews, but what about positive reviews? Is it really necessary to respond even when you have a happy customer? The answer is a resounding “yes” (most of the time).
It’s a golden opportunity to build relationships with existing customers who took the time to offer feedback and to show potential customers that you’re actively listening and care about your brand’s reputation. It also reinforces the quality of your brand to both retailers and search engines.
Why positive reviews matter
Positive reviews matter because they build trust and influence purchase decisions. In fact, by 2025, 54% of consumers trust online reviews more than recommendations from family, marketing, media, or influencers, making reviews a key factor in the buying journey.
While negative reviews offer valuable feedback, positive reviews drive conversions. According to our survey of 30,000 global shoppers, 82% said a product needs between 4 and 5 stars. In fact, products with 5 or more reviews are more likely to sell—by as much as 270%.
- Trust factor: Shoppers trust peer reviews more than brand messaging—about 74% of consumers say that positive reviews help them trust a business more.
- Conversion driver: Positive reviews encourage shoppers to add to cart, with user reviews able to increase the conversion rate of websites by 15%.
- Visibility: Reviews impact search rankings and brand reputation, with Google reviews having about a 20% impact on local visibility for your business.
How to respond to positive reviews
Responding to positive feedback is a strategic way to strengthen customer relationships and show your brand’s commitment. A thoughtful reply can turn a happy customer into a loyal advocate. In fact, 56% of consumers prefer businesses that respond. Be personal, authentic, and consistent in your approach.
- Be prompt: Respond within a few business days—63% of consumers expect a response within two to three days up to a week.
- Be genuine: Avoid canned responses and show real appreciation.
- Be concise: Keep your message focused and positive.
Best practices for responding to positive reviews
1. Be personal and authentic
We’re in the midst of an authenticity movement. So when it comes to engaging with brands online, consumers appreciate authenticity. Take the time to show them the “human” behind your brand by acknowledging them by their name or nickname.
And above all, avoid copying and pasting canned “thank yous,” which make you look more robot than human. Find alternate ways to mix it up.
“Thanks for taking the time to share your positive experience with us, Albert…”
“We so appreciate serving customers like you, Sheila. Thank you for the review…”
2. Let some 5-star reviews stand on their own
While it’s beneficial to your brand’s visibility and search ranking to respond to positive reviews in a timely and authentic way, there’s no need to respond to every 5-star review. This will clutter your feed and may have the unintended effect of turning readers off. When you do choose to respond to a 5-star review, be as concise, personal, and genuine as possible.
“Thanks for your kind words, James. We’re so happy to hear you love the [product].”
3. Avoid excessive upselling or marketing
Resist the urge to upsell to satisfied customers, as this can feel insincere. Focus your response on what made the customer happy and show genuine appreciation.
“Tina, thanks so much for your feedback and for taking the time to share the photo. It looks like your project turned out great!”
4. Remember your “other” audience
Remember, your review responses are visible to future customers and retailers. Make sure each reply provides value and reflects your commitment to customer satisfaction.
“Thanks for the positive feedback, Alicia. We here at [brand] have made customer satisfaction our top priority, and we appreciate all of our fans.”
5. Keep an eye out for valuable feedback
Positive reviews can reveal insights to improve your products or validate recent changes. Look for:
- Mentions of specific features or benefits
- Suggestions for future improvements
- Trends in customer satisfaction
“So glad you love your new [product], Tom. Feedback from customers like you made this possible. Thanks for sharing your review.”It’s not just a ’nice to do’ either. According to our annual global research, Shoppers want to see businesses use their reviews, both positive (25%) and negative (38%), to make product improvements.
And brands are starting to take note. Lemi Shine, maker of safe household cleaning products, for example, leverages the content in their reviews to uncover improvement opportunities to ensure successful product launches.
“We regularly comb through reviews, share them internally, and make modifications to the messaging or tweak the product formulation in response to issues or needs. Occasionally, we find some hidden gems,” says Josh Emshoff, Associate Brand Manager, Lemi Shine.
Tone guidelines for responding to positive reviews
Your response tone should always reflect your brand’s personality while remaining professional and appreciative. Aim for a warm, conversational style that feels genuine, not robotic. Use the customer’s name, thank them specifically for their feedback, and keep your message concise and positive. This approach shows you value their input and reinforces a positive brand experience for both the reviewer and future shoppers.
Examples of effective responses to positive reviews
Having a few core templates can help your team respond efficiently while maintaining a personal touch. The goal is to create a framework that can be easily customized for each review.
- Simple and Sweet: “Thank you so much for your review, [Customer Name]! We’re thrilled to hear you’re enjoying the [Product Name]. We appreciate you taking the time to share your experience.”
- Highlighting a Specific Point: “Hi [Customer Name], we’re so glad the [specific feature] is working out perfectly for you! Thanks for sharing your valuable feedback with us and the community.”
- Encouraging Advocacy:“Wow, [Customer Name], your review made our day! We love seeing our customers happy. Thanks for being a fan of [Brand Name]!”
Sector-specific response examples
Different industries call for slightly different approaches. Tailoring your response to your specific sector shows a deeper level of customer understanding.
- For Retail/E-commerce: “Thanks for the 5-star review, [Customer Name]! We’re so happy your new [Product Name] arrived quickly and met your expectations. We look forward to serving you again soon!”
- For Hospitality: “We’re delighted you had a wonderful stay with us, [Customer Name]. It was a pleasure to host you, and we hope to welcome you back in the future.” Hospitality businesses with strong reviews can see reservation rates jump by as much as 18%.
- For Software/SaaS:“Thank you for the positive feedback, [Customer Name]! We’re thrilled that our [Feature Name] is helping you achieve your goals. Our team is always working to improve the experience, and your input is invaluable.”
Tips for responding to positive reviews in a timely manner
Timely responses show you value your customers and are engaged. Aim to reply within a few business days. To stay consistent:
- Set up a workflow for monitoring reviews—70% of customers say they’re more likely to leave a review when the business is responsive.
- Use a dedicated platform to manage feedback
- Assign team members to handle responses
Managing responses at scale with Bazaarvoice
Many brands and retailers believe the sky is falling when receiving a negative review and create an operationalized process to close the loop with consumers. But they don’t pay the same attention when it comes to responding to positive reviews.
There’s just as much value in a 4- or 5-star review, and you should actively rally around the opportunity to turn a happy customer into (not only) a repeat customer but also a brand advocate for life.
Efficiently being able to respond to positive (and negative) reviews that come through multiple retail sites and channels can be tricky. It’s beneficial to use a centralized portal, like Bazaarvoice Connections, so you can quickly manage all customer feedback in one place and at scale. Sign up for free here.
Now that you know the best practices for responding to positive reviews, learn how to respond to negative reviews and online feedback below.
Ready to build stronger customer relationships?
Responding to positive reviews is a powerful way to build brand loyalty and trust. By turning customer feedback into a conversation, you create advocates for life. If you’re ready to manage your reviews at scale and unlock deeper customer insights, Bazaarvoice can help.
Contact us to explore how our solutions can help you achieve your business goals.
Frequently asked questions about responding to positive reviews
Should I respond to every single positive review?
You don’t need to respond to every 5-star review, especially if they are brief or generic. Focus on detailed reviews or those that mention specific features to add the most value.
How do you respond to a 3-star review?
Thank the customer for their feedback and acknowledge their experience. Ask what could be improved to show you value their input and are committed to making things better.
How quickly should I respond to a positive review?
Reply within a few business days to show you value customer feedback. Prompt responses make customers feel appreciated and demonstrate your engagement to future shoppers.
How can I use positive reviews in my marketing?
Feature positive reviews on your website, social media, or email campaigns to build trust. Always get permission before sharing customer feedback publicly.
What should I avoid when responding to positive reviews?
Avoid generic or canned responses, over-promoting your products, or making your reply about the brand instead of the customer. Keep your message personal, relevant, and focused on appreciation.
