Understand custom questions
Get ready to transform your review request form with meaningful custom questions. In this lesson, you’ll learn what custom questions are, why they are a game-changer for any Klaviyo reviews strategy, and how product and profile questions differ.
Differentiate product and profile questions
When it comes to building meaningful review request forms, there are 2 types of questions you can ask: product and profile questions. Let’s run through how these question types differ with examples of when to use each one.
These questions are about the product someone is reviewing. Answers to product questions are saved within the Submitted review event in Klaviyo.
Examples:
- How does the product look and feel?
- Would you recommend this product to a friend?
- Was the product description accurate?
- How would you describe the quality of this item or service?
These questions are about the person leaving the review. Answers to profile questions are saved as profile properties on the individual’s Klaviyo profile.
Examples:
- What size do you normally wear?
- How would you describe your skin tone, type, etc.?
- What’s your favorite color, flavor, style, etc.?
- How do you plan to use this item?
Use review responses effectively
Once you begin collecting richer review data, the next step is to put those insights to work. The examples below highlight how customer reviews can inform broader marketing and customer experience strategies. which you will explore in deeper detail throughout this certificate.
Boost your SEO and web presence
Customer reviews can strengthen how search engines understand and rank your website. As review activity grows, it creates a more credible and discoverable digital presence.
Here’s how:
- Reviews add fresh, keyword-rich content that helps search engines match your pages to relevant queries.
- A steady stream of new reviews signals content recency and builds trust with both search engines and potential customers.
- Featuring reviews across your website can improve internal linking and make product content easier to navigate.
Add reviews to your Customer Hub
Bring review signals into Customer Hub to help customers evaluate products in an experience that feels personalized. This reinforces trust at key moments in the customer journey and can support stronger conversion outcomes.
- Display star ratings and review counts directly beneath each of the following:
- Personalized product recommendations
- Recently viewed items
- Products in the shopper’s Favorites section.
- Use review visibility (allowing you to quickly moderate and publish reviews) to validate product quality while customers browse tailored content in the Hub.
Incorporate positive reviews across your messages
Positive reviews bring the customer voice into your marketing, making messages feel more authentic and persuasive. Used strategically, they can reinforce product value as customers decide whether to engage or purchase.
- Use dynamic review blocks to highlight short testimonials or star ratings in campaigns and flows.
- Feature static testimonials or star ratings in your messaging to reinforce hype and credibility during key promotions.
- Test different placements across lifecycle touchpoints to understand where review content drives the most impact.
Share reviews on social media
Customer reviews can also be used in your branded social media. When syndicated to platforms like Meta Shops, they help shoppers validate products directly within the buying experience.
- Sync reviews to Meta Shops so shoppers using Facebook and Instagram can see your customer reviews and ratings.
- Use review quotes, visuals, or themes to shape social content and reinforce product value across organic and paid campaigns.
- Syndicated reviews can improve trust signals and may increase transactions when strong ratings and review volume are present.
Identify and engage brand advocates
Review responses can reveal your most enthusiastic and engaged customers. These insights help you recognize who is most likely to champion your brand and deepen their relationship with you.
- Use highly positive reviews to identify candidates for referral or loyalty programs.
- Engage advocates in surprise-and-delight moments or exclusive experiences to strengthen retention.
- Invite reviewers to share more detailed feedback or participate in testimonials, case studies, or product research.