For many ecommerce businesses, planning for an exit strategy may not be at the forefront of their minds when they’re starting out. However, planning for an eventual exit is an important consideration for any business owner, whether you’re looking to retire, pursue other opportunities, or simply sell your business.

Review Management & Retention of Clients

Welcome to Ecommerce Camp, where today’s topic is Review Management & Retention of Clients.

For the beginning, a few words about myself: 

Speaker Introduction

My name is Paul Ryazanov, and I’m the Chief Executive at MageCloud agency.

A quick background: I commenced my digital career back in 2003, working with numerous clients, eventually generating around £100,000 to £500,000 a month in organic traffic revenue.

Every day, I continue to learn from my clients, striving to share knowledge among them.

I also speak at various conferences in the states and endeavor to run an agency that operates without contracts or minimum charges; our focus is solely on aiding customers in succeeding in ecommerce.

You can find my contributions in publications like Search Engine Journal and numerous other platforms if you Google my name. 

Review Management: Google My Business

I believe it’s crucial to start by acknowledging the significance of authentic reviews in today’s landscape.

Reviews play a pivotal role in the decision-making process for customers exploring various brands. When establishing an e-commerce store, consider initiating your presence in the review ecosystem by setting up a Google My Business account.

If you’re new to the ecommerce world or have a physical business, the easiest way to step into the review ecosystem is by setting up a Google My Business account. This allows you to establish a physical presence online.

We have a physical office in Chester, but at the same time, we also have some virtual offices that we’ve verified.

When your business is approved by Google, you will be able to fill out all the details. You will be able to ask customers to leave their reviews on Google My Business.

After accessing the edit profile, you’ll find options to receive notification links. Updates or other alterations can be found here. This section enables you to create a dedicated review profile that can be seamlessly integrated into different social profiles.

You can seamlessly incorporate this into your website, including thank-you pages and similar platforms. Utilizing Google business listings provides a convenient and straightforward method to achieve this.

If you have a physical presence, garnering reviews can significantly enhance your visibility.

For instance, let’s consider an agency based in London, like MageCloud, where our listing stands out prominently, partly due to the accumulated reviews.

Investing effort in managing these reviews could be a crucial factor.

Now, if your business operates mainly online without a physical presence, focusing on Google customer reviews becomes pivotal.

You can display these reviews through a Google label, visible on various websites, showcasing credibility and trustworthiness.

The process to achieve this involves registering within the Google Merchant Center.

They offer a range of services beyond reviews.

Upon verification of your profile, domain address, and related information, various tools become accessible. Among these, I highly recommend exploring managed programs.

Though not activated by default, these programs offer significant benefits, allowing you to harness the full potential of Google.

For instance, features like ‘Free product listings’ enable you to submit your product data to Google, facilitating their promotion without additional charges.

While this might not directly relate to reviews, it’s a valuable component within the broader scope of Google’s offerings. That’s good information to know.

Within this section, you’ll notice the ‘Customer Reviews’ feature. Initially, it automatically starts once you get underway.

However, to actively engage with this program, you’ll need to apply for Google Customer Reviews program, which is free—you don’t have to pay for it. It’s available in several countries, including the UK.

TIP: Enable Google Customer Reviews in your Google Merchant Center account:

  1. Log into your Merchant Center account.
  2. Make sure your Merchant Center account is verified and claimed.
  3. In the page menu on the left, click Growth.
  4. Click Manage programs.
  5. Go to the Customer Reviews card.
  6. Click Enable to sign up.

Additionally, there’s a separate program ‘Product Rating‘ that you can apply for separately.

While the utilisation of this feature is optional, applying and gaining access to these programs can provide you with future opportunities.

How does it work?

As soon as you apply and get approved, you’ll find the ‘Customer Reviews setup’ section available in the settings.

It’s your choice whether to use it or not, but I suggest applying first to gain access to the program.

Regarding Google customer reviews, once correctly set up, you can track the customer journey. After purchasing on your website, customers will receive a pop-up message at the end of the checkout journey, requesting their feedback.

They can opt-in to share their experience. For instance, you can see the number of options received, surveys offered, and the responses collected.

Keep in mind, these details will vary by country. If you’re targeting the UK or an international market, you can view country-specific data. Seller ratings and the number of reviews will differ based on country.

For instance, when accessing the website from the UK, you might see one set of ratings, while accessing it from other countries will display different ratings.

Returning to the question, let me explain how it’s set up.  To set it up technically, on the success page of your checkout, you need to integrate a code containing the order ID, customer email, delivery country code (which are essential), and optional product numbers.

These are essential fields. Once embedded on the success page, a pop-up will appear.

If you wish to display your rating, you’ll embed a different code for page integration on your website. This allows you to showcase the current rating of your website.

This integration is typically managed by developers or webmasters across all website pages. The main difference here is that it’s a one-time integration without any associated costs.


This is a script of our in-depth webinar with Paul Ryazanov, delving into mastering review management and client retention strategies. Learn effective techniques to handle reviews and retain clients, ensuring long-term satisfaction and loyalty to your business.

To further assist you, we’ve made accessing this valuable resource simple.

You can easily view the full video recording:

review management and retention of clients video with paul
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Paul Ryazanov
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