When Is the Best Time to Ask Customers for a Review?

Customers often need time to evaluate a product or think about their experience with it before they decide to post a review. If they’re asked to provide a review too early, they can feel pressured and rushed. But when is the right time to do it? The authors conducted experiments in an attempt to answer this question — and found, contrary to the conventional wisdom, that immediate review reminders (sent the next day) lower the likelihood that customers will post reviews, whereas delayed reminders (13 days later) increase the likelihood. Against that backdrop, in this article they suggest a set of best practices for companies trying to figure out when to send out review reminders to customers.