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Product Reviews vs Store Reviews: Choosing Your Collection Strategy

📋Prerequisites
Google Merchant Center Integration Temporarily Unavailable

Note: Google Merchant Center (GMC) integration is currently disabled in Review Multiplier. References to Google Shopping Product Ratings in this guide are for future reference when GMC integration is re-enabled. Focus on Shop integration and general review collection for now.

Introduction​

One of the most important decisions when setting up your review collection strategy is choosing between:

  1. Two-Step Collection: Asking customers for both a product review AND a store review
  2. Store-Only Collection: Asking customers for just an overall store review

Both approaches have distinct benefits and trade-offs. The right choice depends on your business goals, customer base, and whether you're using the Shop platform.

This guide will help you understand the differences and make the best choice for your business.

The Two-Step Collection Process​

How It Works​

When you enable two-step review collection, customers go through this experience:

Step 1: Product Review (First)​

How would you rate this product?
★★★★★ (1-5 stars)

Tell us about this product: (min 10 characters)
[Text box]

Add photos (optional)
[Upload photos]

[Continue →]

Step 2: Store Review (After product review)​

How would you rate your overall experience?
★★★★★ (1-5 stars)

Tell us about your experience with our store: (min 50 characters)
[Text box]

[Submit Review]

What Gets Collected​

When using two-step, you receive:

  • One product review with rating and text (minimum 10 characters)
  • One store review with rating and text (minimum 50 characters)
  • Optional product photos attached to product review
  • Two separate records in your review database

The Customer Experience​

Time investment: 2-3 minutes typically Completion rate: Lower than store-only (more steps = more friction) Review quality: Often more detailed since they're thinking through two aspects Customer perception: Some love giving detailed feedback, others find it long

The Store-Only Collection Process​

How It Works​

When you disable two-step review collection (store-only mode), customers see:

How would you rate your overall experience?
★★★★★ (1-5 stars)

Tell us about your experience with our store: (min 50 characters)
[Text box]

[Submit Review]

What Gets Collected​

With store-only, you receive:

  • One store review with rating and text (minimum 50 characters)
  • No product-specific feedback (but customers often mention products anyway)
  • One record in your review database

The Customer Experience​

Time investment: 1-2 minutes typically Completion rate: Higher than two-step (simpler, faster) Review quality: Often covers products and service together Customer perception: Quick and easy, less overwhelming

Side-by-Side Comparison​

FactorTwo-Step (Product + Store)Store-Only
Customer Time2-3 minutes1-2 minutes
Completion RateLower (more steps)Higher (simpler)
Google Shopping✅ Eligible (when GMC re-enabled)❌ Not eligible
Shop Integration⚠ī¸ May conflict if not coordinated✅ No conflict
Product Page Value✅✅ High (product-specific)⚠ī¸ Limited (general reviews)
Homepage Value✅ Good (store reviews)✅✅ High (all reviews usable)
Review ManagementMore complex (two types)Simpler (one type)
Customer EffortHigherLower
Data Richness✅✅ Very detailed✅ Good
Best ForGoogle ads, product decisionsSimplicity, overall trust

When to Use Two-Step (Product + Store) Reviews​

✅ You Should Use Two-Step If:​

1. You're Running Google Shopping Ads​

Feature Temporarily Unavailable

Google Merchant Center integration is currently disabled. This recommendation is for future reference when GMC is re-enabled.

Why: Google requires product reviews (not store reviews) for star ratings in Shopping ads.

Impact: Star ratings improve click-through rates by 2-10%, often paying for the extra effort in collection.

Note: You need 50+ product reviews to display stars, so two-step helps you reach this threshold.

Learn more: Choosing Between Shop and Google Shopping Feed explains Google's requirements in detail.

2. You Sell Multiple Products​

Why: Product-specific reviews help customers choose between different items in your catalog.

Example: A customer considering "Blue Widget" vs "Red Widget" can read reviews for each specific product.

Without product reviews: All reviews are generic and don't help product-specific decisions.

With product reviews: Each product page has relevant, targeted social proof.

3. Product Decisions Need Social Proof​

Why: For products with variations (size, color, features), specific feedback is crucial.

Examples where product reviews matter:

  • Clothing (fit, sizing, fabric quality)
  • Electronics (features, setup, compatibility)
  • Food/consumables (taste, ingredients, packaging)
  • Complex products (assembly, instructions, quality)

Examples where product reviews matter less:

  • Services (all about the service experience)
  • Single-product stores (only one thing to review anyway)
  • Digital products (covered well in store review)

4. You Want Detailed Customer Insights​

Why: Two-step forces customers to think separately about the product and the service.

What you learn:

  • Product feedback: Quality, features, expectations vs reality
  • Service feedback: Shipping, support, website experience, packaging

Business value: Can identify issues separately (product problems vs service problems).

Example insights:

  • "Great product, terrible shipping time" → Fix logistics
  • "Amazing service, but product quality disappointing" → Source better products

5. You're Building a Product-Focused Brand​

Why: Brands that emphasize product innovation/quality benefit from product-specific testimonials.

Marketing value:

  • Use product reviews in product ads
  • Feature specific product praise
  • Address product concerns directly
  • Build product launch momentum with reviews

6. You're Not Using Shop or Can Coordinate​

Why: Shop also collects product reviews, so you need coordination to avoid asking customers twice.

Safe scenarios for two-step:

  • You don't use Shop
  • You use Shop but only for Shop orders (use Review Multiplier for other orders)
  • You've configured proper coordination (see our Shop guide)

Risky scenario:

  • Shop is asking for product reviews AND Review Multiplier is also asking = Customer gets annoyed

Solution: Review Multiplier can coordinate with Shop automatically. Learn more.

❌ You Should NOT Use Two-Step If:​

1. Shop is Already Collecting Product Reviews​

Problem: Shop automatically requests product reviews for eligible orders. If Review Multiplier also asks, customers receive duplicate requests.

Result: Lower completion rates, customer frustration, unsubscribes.

What to do instead:

  • Use store-only mode for Review Multiplier
  • Let Shop handle product reviews
  • Collect store reviews (Shop doesn't do these)
  • Or configure proper coordination if you need both

Learn more: Choosing Between Shop and Google Shopping explains Shop coordination in detail.

2. Completion Rate is Your Top Priority​

Reality: Two-step reviews have lower completion rates than store-only.

Why: More steps = more friction = more people drop off.

Consider store-only if:

  • You're struggling to get review volume
  • Your response rates are low
  • Customers are abandoning the review form
  • You need quick wins

You can always switch to two-step later once you have strong baseline review volume.

3. You Sell Services or Single Products​

Services: The review IS the service experience - no need to separate product vs service.

Single product stores: If you only sell one thing, separate product reviews don't add value.

Examples:

  • Consulting services → Store-only
  • SaaS products → Store-only (often)
  • Single signature product → Store-only works fine
  • Handmade custom items → Could go either way

4. Customer Time is Extremely Limited​

High-velocity purchases: Some customer segments won't invest 3+ minutes in reviews.

Examples:

  • Very low-price items
  • Impulse purchases
  • Commodity products
  • High-volume repeat customers

In these cases: Shorter store-only review is more likely to be completed.

5. You're Just Starting with Reviews​

Recommendation: Start with store-only to build momentum.

Why:

  • Easier setup
  • Faster to collect initial reviews
  • Less overwhelming for you and customers
  • Can switch to two-step once you have a foundation

Growth path:

  1. Month 1-2: Store-only, build to 20-30 reviews
  2. Month 3+: Evaluate if two-step makes sense
  3. Switch if you start running Google Shopping ads or need product reviews

The Best of Both Worlds: Strategic Switching​

You Can Change Your Mind!​

Good news: The two-step setting can be toggled anytime.

When you switch:

  • New reviews follow the new setting
  • Existing reviews remain as-is
  • No data is lost
  • Takes effect immediately

Common Evolution Path​

Phase 1: Launch (Store-Only)​

  • When: First 1-3 months
  • Goal: Build initial review volume quickly
  • Setting: Store-only collection
  • Result: 20-50+ store reviews

Phase 2: Google Preparation (Switch to Two-Step)​

  • When: Months 3-4
  • Goal: Collect 50+ product reviews for Google Shopping
  • Setting: Enable two-step collection
  • Result: Start accumulating product reviews

Phase 3: Google Active (Two-Step Continues)​

  • When: Month 5+
  • Goal: Maintain Google star ratings and product-specific feedback
  • Setting: Keep two-step enabled
  • Result: Stars in Google Shopping, product reviews growing

Phase 4: Shop Coordination (Hybrid Approach)​

  • When: When Shop adoption grows
  • Goal: Avoid duplicate requests, maximize reviews
  • Setting: Let Shop collect product reviews, store-only for other orders
  • Result: Both platforms working together

How to Switch Settings​

In Review Multiplier:

  1. Go to Settings → Review Collection
  2. Find "Enable Two-Step Review Collection" toggle
  3. Turn it ON for product + store reviews
  4. Turn it OFF for store-only reviews
  5. Save settings

Considerations when switching:

  • ⚠ī¸ Check Shop coordination if applicable
  • ℹī¸ Update email templates if they reference products
  • ℹī¸ Consider announcing the change to customers (optional)
  • ℹī¸ Monitor completion rates after switching

Google Shopping Considerations​

Feature Temporarily Unavailable

Google Merchant Center integration is currently disabled in Review Multiplier. This section is provided for informational purposes and future planning when GMC integration is re-enabled.

Google Requires Product Reviews​

Critical requirement: To display star ratings in Google Shopping, you MUST have product reviews (not store reviews).

Why: Google matches reviews to specific products using identifiers (GTINs, SKUs, etc.). Store reviews don't reference specific products, so they can't be matched.

Implications (when GMC is re-enabled):

If you want Google star ratings:

  • ✅ Must use two-step collection
  • ✅ Need 50+ product reviews minimum
  • ✅ Reviews must be first-party (you collected them)
  • ⚠ī¸ Coordinate with Shop if applicable

Currently:

  • ✅ Store-only works great for Shop integration
  • ✅ Reviews valuable for your site
  • ✅ Can prepare for Google later

The 50-Review Threshold Challenge​

Google's requirement: Minimum 50 product reviews across your catalog before stars appear.

Timeline estimate:

Order VolumeTime to 50 Reviews
10 orders/month8-10 months
25 orders/month3-4 months
50 orders/month2 months
100+ orders/month1 month

Assumes ~20-25% review completion rate

Strategic decisions:

Low volume (< 20 orders/month):

  • Consider store-only initially
  • Build volume over 6+ months
  • Switch to two-step when close to threshold

Medium volume (20-50 orders/month):

  • Two-step makes sense if you plan to use Google
  • Can reach threshold in 3-4 months
  • Balance effort vs reward

High volume (50+ orders/month):

  • Definitely use two-step if considering Google
  • Can reach threshold in 4-8 weeks
  • Quick ROI on effort

Coordinating with Shop​

The challenge: Shop also collects product reviews, creating potential for duplicate requests.

Three approaches:

1. Shop-First (Store-Only for Review Multiplier)​

  • Let Shop collect product reviews
  • Review Multiplier collects store reviews only
  • No duplicate requests
  • Shop reviews can display on your site
  • ❌ Shop reviews don't go to Google

2. Shop Workaround Mode (Two-Step, Shop Delayed)​

  • Set Shop review delay to 180 days
  • Review Multiplier collects product reviews first
  • Eventually Shop collects too
  • ✅ Bypasses Shop app wait period
  • ⚠ī¸ Customer might get two requests eventually

3. Hybrid (Channel-Based)​

  • Shop collects for Shop orders
  • Review Multiplier two-step for non-Shop orders
  • Perfect separation, no conflicts
  • Requires proper configuration
  • ✅ Best of both worlds

Learn more: Choosing Between Shop and Google Shopping covers Shop coordination in extensive detail.

Customer Experience Considerations​

What Customers Prefer​

Research shows:

  • Customers generally prefer shorter experiences
  • BUT they'll give detailed feedback if they care about the product
  • Very positive experiences → More likely to complete two-step
  • Negative experiences → May abandon longer forms

Factors affecting completion:

  • Relationship with brand: Loyal customers invest more time
  • Product cost: Higher-value purchases justify longer reviews
  • Time since purchase: Too soon = less insight, too late = forgotten details
  • Mobile vs desktop: Mobile users prefer brevity

Making Two-Step Feel Shorter​

If you use two-step, optimize the experience:

1. Clear Progress Indication​

Show customers they're halfway done after product review:

  • "Step 1 of 2: Product Review" → "Step 2 of 2: Your Overall Experience"
  • Progress bar showing 50% → 100%
  • "Almost done! One more question..."

2. Smart Defaults and Prefills​

  • Pre-select star rating (copy from product rating?)
  • Suggest helpful prompts
  • Show character count so they know minimum

3. Make It Rewarding​

  • Show the impact: "Your review helps X other shoppers"
  • Offer incentive after completion (coupon, discount, loyalty points)
  • Immediate thank you and gratitude

4. Mobile Optimization​

  • Large tap targets for stars
  • Easy photo upload (critical for product reviews)
  • Save progress in case they switch apps
  • Minimal typing required

Making Store-Only Feel Complete​

If you use store-only, guide customers to be comprehensive:

1. Prompt Comprehensive Feedback​

"Tell us about your experience, including:

  • The product quality and how it met your expectations
  • Shipping speed and packaging
  • Our customer service
  • The checkout process"

2. Sufficient Minimum Length​

  • 50 characters minimum ensures substance
  • Not so long that it intimidates
  • Encourages complete thoughts

3. Examples of Good Reviews​

Show customers what great reviews look like:

  • "The sweater is even softer than I expected! It arrived in 3 days, perfectly packaged. Great quality and customer service answered my sizing question immediately."

Business Impact Analysis​

Measuring Success: Two-Step vs Store-Only​

Track these metrics to evaluate your choice:

Volume Metrics​

  • Total reviews collected (goal: steady growth)
  • Completion rate (% who start a review and finish)
  • Product reviews vs store reviews (if using two-step)
  • Weekly review rate (reviews per week)

Expected results:

  • Store-only: 20-30% completion rate typically
  • Two-step: 15-25% completion rate typically
  • Lower completion, but more valuable data with two-step

Value Metrics​

  • Average review length (longer = more detail)
  • Photo attachment rate (product reviews with photos)
  • Google Shopping threshold (progress to 50+ reviews)
  • Reviews with specific product mentions (even in store-only)

Business Outcomes​

  • Conversion rate on product pages (do product reviews help?)
  • Google Shopping ad CTR (if using two-step + Google)
  • Customer acquisition cost (reviews reducing CAC?)
  • Average order value (trust increasing basket size?)

ROI of Two-Step for Google Shopping​

Scenario: You run $1,000/month in Google Shopping ads.

Without star ratings:

  • Click-through rate: 1.0%
  • Conversions: 10 per month
  • CPA: $100

With star ratings (conservative 5% CTR improvement):

  • Click-through rate: 1.05%
  • Conversions: 10.5 per month (+0.5)
  • CPA: $95

Annual impact: 6 additional conversions/year = $X in revenue (depends on AOV)

Effort required:

  • 3-6 months to collect 50+ product reviews
  • Ongoing two-step collection

Is it worth it?

  • If AOV > $100: Usually yes
  • If AOV < $50: Maybe not worth the extra friction
  • If high ad spend: Definitely yes

Common Scenarios and Recommendations​

Scenario 1: New Store, No Reviews Yet​

Situation: You just launched. You want to start collecting reviews but don't know which approach.

Recommendation: Start with store-only.

Why:

  • Builds review volume faster (higher completion rate)
  • Less overwhelming for first-time review collectors
  • Provides immediate value for homepage/product pages
  • You can switch to two-step later when needed

Action plan:

  1. Month 1: Enable store-only collection
  2. Goal: Collect 20-30 reviews to build social proof
  3. Month 2-3: Evaluate if you need Google Shopping
  4. If yes → Switch to two-step to start collecting product reviews
  5. If no → Continue with store-only

Scenario 2: Running Google Shopping Ads​

GMC Temporarily Unavailable

This scenario will be relevant when Google Merchant Center integration is re-enabled. For now, focus on building review volume with store-only or coordinating with Shop.

🔒 Pro plan required (when feature is available)

Situation: You actively spend on Google Shopping ads and want to improve ROI.

Recommendation (when GMC available): Use two-step collection.

Why:

  • Google requires product reviews for star ratings
  • Stars improve CTR by 2-10%
  • ROI often justifies the extra collection effort
  • Directly impacts ad performance

Action plan (when GMC available):

  1. Enable two-step collection immediately
  2. Set goal: 50+ product reviews within 3-6 months
  3. Monitor progress toward threshold
  4. Set up Google Merchant Center feed
  5. Submit once you hit 50 reviews
  6. Track CTR improvement after stars appear

Currently: Focus on building review volume with Shop integration.

Scenario 3: Using Shop for Product Reviews​

Situation: Shopify Shop is enabled and collecting product reviews from your customers.

Recommendation: Use store-only collection in Review Multiplier.

Why:

  • Shop already collects product reviews
  • Asking again creates duplicate requests
  • Store reviews add value Shop doesn't provide
  • Avoids customer frustration

Action plan:

  1. Verify Shop is active in your Shopify settings
  2. Set Review Multiplier to store-only mode
  3. Let Shop handle product reviews
  4. Collect store reviews via Review Multiplier
  5. Display Shop reviews on your site with "Verified by Shop" badge

Advanced: Consider hybrid approach if you have non-Shop orders (see Shop guide).

Scenario 4: Selling Services or Digital Products​

Situation: You sell services, courses, memberships, or digital products.

Recommendation: Use store-only collection.

Why:

  • Service experience = product experience (no separation)
  • Digital products don't need product-specific reviews like physical items
  • Simpler collection increases completion rates
  • Store reviews capture everything relevant

Examples:

  • Consulting → Store-only
  • Online courses → Store-only
  • SaaS products → Store-only
  • Memberships → Store-only
  • Digital downloads → Store-only

Exception: If you have multiple distinct digital products where product-specific feedback matters, consider two-step.

Scenario 5: Multiple Products, No Google Plans​

Situation: You sell various products but don't plan to use Google Shopping ads.

Recommendation: Could go either way - decide based on priorities.

Use two-step if:

  • You want product-specific reviews on product pages
  • Customers need help choosing between products
  • You might do Google Shopping in the future
  • You value detailed, separated feedback

Use store-only if:

  • Getting more reviews is top priority
  • Customers often mention products in store reviews anyway
  • You want simpler management
  • Completion rate matters more than specificity

Hybrid approach: Start store-only, switch to two-step once you have 30-50 base reviews.

Scenario 6: Low Review Response Rates​

Situation: You're collecting reviews but completion rates are disappointingly low.

Recommendation: Switch to store-only (if currently using two-step).

Why:

  • Reducing friction can boost completion rates 20-30%
  • Something is better than nothing
  • Build volume first, add complexity later

Other things to try:

  • Improve email timing (7-14 days after delivery)
  • Add incentive (discount on next purchase)
  • Optimize mobile experience
  • Shorten minimum character requirements
  • Make it easier to upload photos

Monitor: After switching, track if completion rate improves. If yes, it was too much friction.

Frequently Asked Questions​

Can I change from two-step to store-only later (or vice versa)?​

Yes, absolutely! The setting can be changed anytime.

What happens when you switch:

  • ✅ Existing reviews remain unchanged
  • ✅ New reviews follow the new setting
  • ✅ No data is lost
  • ✅ Takes effect immediately for new review requests

Best practices when switching:

  1. Update any email templates that specifically reference products
  2. Notify your team about the change
  3. Monitor completion rates for a week or two
  4. Adjust back if needed

Example: Start with store-only, switch to two-step after 3 months when you're ready for Google Shopping.

What if customers mention products in store-only reviews?​

This is very common and completely fine!

What typically happens:

  • Customer writes: "The blue widget I ordered is perfect quality and arrived quickly"
  • This is technically a "store review" but includes product feedback
  • You get the best of both worlds

Can you use these for Google Shopping? Unfortunately, not really. Google's system matches reviews to products using product identifiers, which store reviews don't have in a structured way.

But they're still valuable for:

  • Displaying on your website
  • General social proof
  • Understanding customer sentiment
  • Featuring in marketing

Bottom line: Don't worry if customers mix product and store feedback in store-only reviews. It's natural and beneficial.

Do two-step reviews take longer to collect?​

Yes, but not dramatically.

Typical timeline:

  • Store-only: Customer completes in 1-2 minutes
  • Two-step: Customer completes in 2-3 minutes

But the completion rate is lower:

  • More steps = more opportunities to abandon
  • Some customers don't want to invest the extra minute
  • Drop-off typically happens between step 1 and step 2

Net result: You'll collect fewer reviews overall with two-step, but each review provides more structured data.

Is it worth it?

  • For Google Shopping → Yes
  • For product-specific pages → Often yes
  • For maximum volume → No, use store-only

Can I ask for product reviews only (no store review)?​

Technically possible, but not recommended.

Why we don't recommend it:

  • Store reviews provide valuable business insights
  • Customers often want to comment on the full experience
  • You miss feedback about shipping, service, website
  • Store reviews are great for homepage testimonials

If you really want product-only: Use two-step but make the store review optional (not available in current version, but could be a feature request).

Better approach: Use two-step with both required for complete data.

How does this relate to Shop and Google Shopping?​

Critical relationships:

Shop collects product reviews:

  • If Shop is active, it asks for product reviews
  • If you also use two-step, customers may be asked twice
  • Coordination required to avoid this

Google Shopping requires product reviews:

  • Only product reviews (not store reviews) qualify
  • Need 50+ product reviews to display stars
  • Must be first-party reviews (you collected them)

Strategic framework:

Your SituationBest Setting
Using ShopStore-only
Planning for Google (when available)Two-step
Using Shop AND planning for GoogleHybrid (see Shop guide)
Using neither currentlyEither works, start store-only

Learn more: Choosing Between Shop and Google Shopping covers this in comprehensive detail.

Will store-only reviews hurt my Google Shopping chances?​

Not necessarily - you can switch later.

The scenario:

  1. Start with store-only to build review volume
  2. Collect 30-40 store reviews over 2-3 months
  3. Decide you want Google Shopping
  4. Switch to two-step collection
  5. Start collecting product reviews
  6. Reach 50 product reviews in 2-3 more months

Total timeline: 4-6 months from launch to Google Shopping stars

Versus starting with two-step immediately:

  • Would reach Google threshold maybe 1 month faster
  • But slower overall review growth in early months
  • Less social proof on site during critical growth phase

Recommendation: For most new stores, store-only first is still the better path. Switch to two-step when Google becomes a priority.

What's the minimum review length for each type?​

Product reviews: 10 character minimum

  • Rationale: Brief feedback is fine for products
  • Example: "Perfect fit!"
  • Usually customers write more anyway

Store reviews: 50 character minimum

  • Rationale: Should cover experience, not just product
  • Example: "Great product and fast shipping. Very happy with my purchase."
  • Encourages more thoughtful, complete feedback

Why the difference?

  • Product reviews can be brief and specific
  • Store reviews should capture more of the experience
  • 50 characters ensures substantive feedback without being overwhelming

Can you change these minimums? Not in the current version, but they're set based on quality vs completion rate optimization.

Do product reviews get better photos than store reviews?​

Yes, typically!

Why:

  • Customers naturally take product photos (unboxing, in use, etc.)
  • Product reviews explicitly prompt for photos
  • Visual proof of product quality is valuable
  • "Show off your purchase" mentality

Store reviews:

  • Photos are less common
  • What would customers even photograph? (the box? the website?)
  • Service/shipping can't really be captured in a photo

Photo rates:

  • Product reviews: 10-20% include photos
  • Store reviews: 1-5% include photos (usually packaging)

For businesses where product photos matter (fashion, home goods, food):

  • Two-step with product reviews captures more photos
  • Great for user-generated content
  • Strong social proof on product pages

Can customers give different ratings for product vs store?​

Yes, and this is actually very insightful!

Common patterns:

High product rating, low store rating:

  • "Love the product (5 stars) but shipping took 2 weeks (2 stars)"
  • Indicates operations/logistics problems
  • Product quality is fine

Low product rating, high store rating:

  • "Product didn't fit (2 stars) but customer service helped me exchange it quickly (5 stars)"
  • Indicates potential product issues
  • Service saves the experience

Both high:

  • "Great product (5 stars) and amazing service (5 stars)"
  • Your ideal reviews

Both low:

  • "Product broke (1 star) and support didn't help (1 star)"
  • Your nightmare scenario, needs immediate attention

Business value: Separating ratings helps you identify where to focus improvements.

What if I have a single-product store?​

Recommendation: Use store-only.

Why:

  • No need to separate product vs store experience
  • They're essentially the same thing
  • Simpler for customers
  • Higher completion rates

Exception: If you plan to add more products in the future, two-step might make sense to establish the pattern.

Also consider: If that single product has significant variations (sizes, colors, custom options), product reviews still add value.

Migration Guide: Switching Settings​

Switching from Store-Only to Two-Step​

When to do this:

  • You've built base review volume (20-50+ reviews)
  • You're ready to pursue Google Shopping
  • You want product-specific feedback
  • Completion rates are healthy

Steps:

  1. Go to Settings → Review Collection
  2. Enable "Two-Step Review Collection" toggle
  3. Save settings
  4. Test with a sample order to verify flow
  5. Monitor completion rates for first week

What to update:

  • Review request emails (if customized) to mention products
  • Internal team documentation
  • Any customer-facing materials about reviews

What to expect:

  • Completion rate may drop 5-10%
  • Reviews become longer and more detailed
  • Product reviews start accumulating for Google
  • Each review takes slightly longer to moderate

Switching from Two-Step to Store-Only​

When to do this:

  • Completion rates are too low
  • Shop is now collecting product reviews
  • Google Shopping isn't a priority
  • You want to simplify operations

Steps:

  1. Go to Settings → Review Collection
  2. Disable "Two-Step Review Collection" toggle
  3. Save settings
  4. Update email templates if needed
  5. Monitor completion rates for improvement

What to update:

  • Email templates to focus on overall experience
  • Widget filters (may want to show all reviews together now)
  • Team training on review management

What to expect:

  • Completion rate may increase 5-10%
  • Reviews shorter but still valuable
  • Faster to moderate (one review instead of two)
  • May still get product mentions in store reviews

Action Plan: Making Your Decision​

Step 1: Assess Your Current Situation​

Answer these questions:

Traffic & Ad Strategy:

  • Do you run Google Shopping ads?
  • What's your monthly ad spend? ___________
  • Where does most traffic come from? ___________

Shop Status:

  • Is Shopify Shop enabled on your store?
  • Does Shop collect reviews from your customers?
  • Do you know your Shop settings? (check Settings → Apps → Shop)

Business Goals:

  • What's more important: review volume or detail?
  • Do customers need product-specific guidance?
  • Do you sell services, products, or both?

Current Performance:

  • If collecting reviews, what's your completion rate? ___%
  • How many reviews do you have currently? ___________
  • Are customers abandoning the review form? Y/N

Step 2: Use This Decision Tree​

Start: Do you run Google Shopping ads?
├─ YES → Are you using Shop for product reviews?
│  ├─ YES → Use store-only + coordinate with Shop
│  └─ NO → Use two-step to collect product reviews
│
└─ NO → Do you have Shop collecting product reviews?
   ├─ YES → Use store-only (Shop handles products)
   └─ NO → Do you sell multiple products?
      ├─ YES → Do completion rates concern you?
      │  ├─ YES → Start with store-only
      │  └─ NO → Use two-step for product detail
      └─ NO → Use store-only (simpler)

Step 3: Choose Your Starting Point​

Based on your answers:

Choose Two-Step If:

  • ✅ Running Google Shopping ads
  • ✅ NOT using Shop (or properly coordinated)
  • ✅ Sell multiple products needing specific feedback
  • ✅ Completion rates are healthy
  • ✅ Want maximum data for business insights

Choose Store-Only If:

  • ✅ Shop is collecting product reviews
  • ✅ Just starting with review collection
  • ✅ Completion rates are a concern
  • ✅ Sell services or single product
  • ✅ Simplicity is priority

Not sure? Start with store-only.

  • Easier to begin
  • Build momentum
  • Switch to two-step when ready

Step 4: Implement and Monitor​

Week 1: Set Up

  • Configure Review Multiplier settings
  • Test the customer review flow
  • Update email templates if needed
  • Brief your team

Week 2-4: Monitor

  • Track completion rate (goal: >15%)
  • Review quality (are reviews useful?)
  • Customer feedback (any complaints?)
  • Business impact (helping conversions?)

Month 2-3: Evaluate

  • Is the chosen approach working?
  • Should you switch settings?
  • Are you reaching Google threshold (if applicable)?
  • Is Shop coordination working (if applicable)?

Month 4+: Optimize

  • Fine-tune email timing
  • Adjust incentives if used
  • Consider switching if original choice isn't working
  • Scale what's working

Review Collection Strategy​

Platform Coordination​

Temporarily Unavailable
  • Google Merchant Center Integration guide (will return when GMC is re-enabled)

Review Management​

Summary: Key Takeaways​

The Big Picture​

  1. Two-step collects product + store reviews

    • Lower completion rate but richer data
    • Required for Google Shopping
    • Great for product-specific feedback
    • More complex to manage

  2. Store-only collects overall experience

    • Higher completion rate
    • Simpler for customers and you
    • Still valuable, customers often mention products
    • Works great if Shop handles product reviews

  3. Neither is "better" - it depends on your goals

    • Google Shopping ads → Two-step
    • Using Shop → Store-only
    • Starting out → Store-only, switch later
    • Maximum detail → Two-step

  4. You can switch anytime

    • Not locked into your choice
    • Existing reviews unaffected
    • Takes effect immediately
    • Monitor and adjust

  5. Coordinate with Shop if applicable

    • Shop also collects product reviews
    • Avoid duplicate requests
    • See Shop vs Google guide for details
    • Review Multiplier handles coordination

Make Your Decision​

If still unsure: Start with store-only collection.

  • Simplest to implement
  • Fastest review growth
  • Can switch to two-step later
  • Works well for most businesses

When to switch to two-step:

  • When you start Google Shopping ads
  • When you have 30+ store reviews as a base
  • When Shop is properly coordinated
  • When you're confident in your completion rates

Need Help Deciding?​

We're here to help you make the right choice for your business.

Contact Review Multiplier Support:

We can help you:

  • Analyze your specific situation
  • Understand Shop coordination needs
  • Estimate time to reach Google threshold
  • Configure optimal settings
  • Troubleshoot any issues

Schedule a strategy call to discuss your review collection approach and get personalized recommendations.

Last Updated: January 2025 Applies to: Review Multiplier v2.0+

Collecting reviews that work as hard as you do - whether it's product feedback, store experience, or both.

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