User-Generated Review
A user-generated review is an opinion or rating of a product, service, or company, published by the customer themselves on a website, marketplace, app, or third-party platform.
Such reviews are a type of user-generated content (UGC) — materials created not by the brand, but by its audience.
Where User Reviews are Posted
User reviews can appear on various platforms:
- online stores;
- marketplaces;
- product pages;
- mobile apps;
- review websites;
- social media;
- map services and business directories.
What a Review Typically Contains
A user review may include:
- a text description of their experience using the product;
- a rating on a scale (e.g., 1 to 5 stars);
- photos or videos of the product;
- recommendations for other users.
Sometimes reviews are accompanied by additional information, such as a “verified purchase” badge.
Why Companies Need Reviews
User reviews serve several important functions:
- they help other customers make purchasing decisions;
- they increase trust in the brand or product;
- they provide the company with feedback about the product;
- they can influence product rankings in marketplace search results.
Furthermore, a large number of reviews increases activity on the product page and can boost conversion to purchase.
The Impact of Reviews on Sales
Reviews often become a key factor in product selection. Users pay attention to:
- the overall rating;
- the number of reviews;
- the content of the comments;
- the company’s responses to negative reviews.
Even the presence of a few negative reviews can be perceived as a sign of authenticity and transparency in the ratings.
Potential Challenges
Working with user reviews can come with difficulties:
- appearance of fake reviews;
- rating manipulation;
- negative comments;
- the need for content moderation.
Therefore, many platforms use review verification and moderation systems.
Key Takeaways
A user review is a form of user-generated content where customers share their experience using a product or service. Such reviews influence brand reputation, assist other customers in decision-making, and can directly impact sales.
