Why first reviews are important and how you should handle them
By Liam Machin
May 16, 2025
When you start a new business, your first online review is undeniably one of the most important milestones in your journey.
It’s that spark, the reason why you started your ecommerce store in the first place.
These early reviews don't just show what customers think - they shape how everyone sees your business.
Not only that, but the first few reviews can make a huge impact on whether or not people will want to take a punt on you and set the tone for your online reputation.
For new businesses, these first reviews can either help you grow quickly or create problems with product market fit, something that many marketers and founders can agree is one of the hardest things to nail.
Why are first reviews so important?
It’s simple - when people don't know your business, they trust what others say about it, meaning strangers can greatly influence whether your business succeeds or fails.
People put a lot of weight on early reviews when deciding where to shop, and it’s even more important for new businesses that don't have a reputation yet.
For search engines and rankings, the initial feedback is a clear guide on if a business is one that’s worth promoting.
Getting good reviews early starts a positive cycle which means better visibility to bring more customers, more revenue and more reviews.
In fact, research from Harvard Business School found that if your rating goes up by one star, your sales can increase by 5-9%.
"That first review on our products hits different," said Ryan Popoff, founder of Popov Leather.
"It validates all the hard work that went into creating our leather goods and bringing it to market. When someone takes time to tell us they're satisfied with what we made, it makes every minute in the workshop worthwhile."
The challenge of getting a positive first review
New businesses face a tricky situation where they need reviews to look trustworthy, but being trustworthy is what helps you get order and reviews.
Each early review carries some weight behind it, and one bad review can scare away potential customers when there aren't many reviews to balance it out.
That's why businesses should be extra caring and tentative with their first customers, provide great service and ask happy customers to leave positive feedback, you’ll be in a better position to collect a five-star review.
Managing these early reviews well builds a strong reputation, but one negative review that's not addressed can harm the business image for a long time.
How to make sure my first reviews are positive?
Instead of leaving it to chance, there are three key things to consider from across your entire business operations that can set the tone for positive early customer feedback.
Create the best experiences possible
Great reviews start with excellent service, as when you surprise and delight customers, they naturally want to share their experiences.
Maintaining a positive stream of communication between yourself and your customers is another key aspect to consider, according to Ben Carlton, Business Unit Manager at Aqua Cooler.
He said: "Receiving our first review was exhilarating, and to this day, I have every review sent to me personally. Staying connected to our customers’ experiences is essential – after all, they are the ones who pay our salaries."
By treating every touchpoint in the customer journey with a lot of respect, from the first interaction to post-purchase support, businesses can create lasting relationships and stronger brand loyalty.
Consider the timing of your request(s)
The best time to ask for any sort of feedback is at the moment when your customers are feeling good about your business.
This includes moments like right after they confirm they're happy with the order, a period after you’re certain they would’ve used your product, or after you've solved a problem for them.
Did you know that with Judge.me, you can automate review requests after important customer interactions within a 0-60 day time period?
Make leaving reviews easy as possible
It sounds simple but think of it as this: every extra step in the review process means fewer people will complete it.
The most successful customer-centric businesses that truly understand the art of collecting reviews make it easy by giving their customers direct links, QR codes, and just in general keep the process as simple and easy as possible.
How should you respond to your first reviews?
The most important thing is no matter what, always be thoughtful, respectful and professional. Reviews are an important part of communicating your brand and how you want it to be perceived.
How you respond to early reviews often matters more than the reviews themselves, and research has shown that almost half (45%) of consumers are more likely to visit a business that responds to negative reviews.
Responding to positive reviews
When someone leaves a good review, it’s a good idea to set up a clear response guide for yourself or your team.
Whether this is something that's written down in say Notion or is spoken about internally as and when the review(s) come in, is up to you.
For example:
Thank them personally and mention specific things they said
Highlight what makes your business/that product special
Try to show some genuine gratitude instead of using generic phrases
Invite them to engage with your business again without being pushy
Simple conversations like this is a big reason why 89% of customers are more likely to buy again following a great customer service experience.
Turning negative reviews into opportunities
When handled properly, negative reviews can become powerful tools for building customer trust and improving your business.
Rather than viewing criticism as a setback, successful businesses recognize these moments as opportunities for meaningful engagement and growth.
"I started [the business] on April 1, 2015, but didn't collect any reviews for about 18 months," explains Travis Peterson, founder of Joker Greeting.
"In late 2016, we experienced a manufacturing defect that triggered a flood of one-star reviews on Amazon. After addressing the product issue, I faced the challenge of rebuilding our reputation. For us, collecting authentic customer feedback became essential to restoring our credibility."
The way you then respond to criticism often speaks volumes more about your brand than the criticism itself.
To turn negative feedback into more positive outcomes, start by responding promptly (ideally within 24 hours) to demonstrate attentiveness and care for your customers' concerns.
This also means the window for them to adjust/improve the initial review is smaller and at the top of their mind.
When responding, focus on addressing their specific issues without becoming defensive or dismissive as it tells your customer(s) that you genuinely value their input.
For more complicated situations, consider taking detailed troubleshooting discussions to internal channels, while maintaining transparency in any public discussions. This is to save any potential outspoken hiccups (you know what people can be like!)
Once you've resolved the issue, follow up in the same place to showcase to both the user and others how you’ve addressed the issue(s) and demonstrate your commitment to customer satisfaction and solving any issues.
Perhaps most importantly, use feedback patterns to implement meaningful improvements to your products or services. This approach transforms criticism into a catalyst for growth and innovation.
How to create a good online review system?
Beyond handling individual reviews, the businesses that typical focus (and success) when it comes to positive reviews, good brand reputation and collecting strong social proof create systems to make communication easier.
Here’s an example of a system that you and your customer success might could implement:
Set up tools to reach out to your customers at the best point in their post-purchase journey
Share review insights with relevant teams in your company
Create clear guidelines for anyone who might respond to reviews and how
Track how changes in reviews affect your business results
Elisa Olenik from Kiko & gg said: "It's always a little nerve-wracking when we launch a new product and the first reviews start coming in!"
"As a brand and manufacturer, it's hard not to take reviews personally when you've invested so much time and energy into bringing these products to life. But we've learned to lean into all kinds of reviews for different reasons.
“The good ones genuinely make us happy, of course, but the more critical ones are equally useful in helping us to continually improve our products and service.”
First reviews are nerve-wracking but set the tone for growth
For businesses just starting to get reviews, whether it’s their first-ever or it's for a newly launched product, the early stages bring both challenges and opportunities.
Carlton summed it up perfectly: "Focusing on review collection and management allows us to create an invaluable fast feedback loop, ensuring we meet customer expectations.
“More importantly, when we fall short, it enables us to address issues immediately and improve in real time.”
By approaching early reviews with true consideration, by responding thoughtfully and timely, brands can make those first impressions into powerful foundations for a lasting online reputation.
The most successful businesses know that reviews aren't just reflections of past performance – they're ongoing conversations that shape future customer relationships and drive overall growth.
