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What should you look for in a review tool?

You choose a review tool on where the reviews end up: only on your own site, on a public platform or also as stars in Google. Also look at the contract length, the integration with your online shop and whether your customers get the invitation in Dutch.

  1. Stars in Google

    Not every tool lets your reviews count in Google. Some are a Google Review Partner, so you get stars in Google Shopping and Ads; others only put stars on your own pages (rich snippets), often only in a more expensive plan.

    Ask the vendor

    Do my reviews appear as stars in Google Shopping, Google Ads or the normal search results, and which plan includes that?

    We do not have a filter for this yet. Ask the vendor.

  2. Genuine reviews by the rules

    The ACM requires that you only show genuine reviews, explain how you check that they are genuine, mark paid reviews as such and do not show only the positive ones. If you let another company collect reviews, you are jointly responsible.

    Ask the vendor

    How do you check that a review comes from a real customer, and can I hide negative reviews?

    We do not have a filter for this yet. Ask the vendor.

  3. Price and contract length

    Review platforms often work with annual contracts that you pay in advance or that renew automatically, testimonial tools usually per month. Work out the whole year and watch out for modules that cost extra, such as product reviews.

    Ask the vendor

    What does it cost per year with the modules I need, and can I cancel monthly or am I locked in for a year?

    Sort by lowest price5 of 5 tools have a public price

  4. Starting free

    A free plan lets you test whether customers really respond to your invitation. Watch the limit: with some tools you no longer see new testimonials once you go over the free number.

    Ask the vendor

    How many reviews or invitations do I get for free, and what happens to reviews above that limit?

    Show tools with a free plan3 of 5 tools meet this

  5. Integration with your online shop

    Most reviews come in when the invitation goes out automatically after an order or appointment. For that you need a plug-in for your online shop software or an integration with your booking system.

    Ask the vendor

    Is there a plug-in for my online shop or booking system that invites customers automatically after delivery?

    Sort by most integrations5 of 5 tools list integrations

  6. Invitations in Dutch

    Your customer sees the invitation email, the review form and the widget on your site. An English-language form makes Dutch customers drop out sooner and does not fit a Dutch site.

    Ask the vendor

    Can I set the invitation, the form and the widget fully to Dutch, and change the text myself?

    Show tools with an app in Dutch2 of 5 tools meet this

  7. Customer data and data processing agreement

    To invite customers, you pass on their name, email address and sometimes their order. The review tool processes that data for you, so the GDPR calls for a data processing agreement, also on the smallest plan.

    Ask the vendor

    Do I get a data processing agreement on every plan for the customer data I send for invitations?

    Show tools with data in the EU and a data processing agreement1 of 5 tool meets thisMore about the data processing agreement

  8. Where the reviews and videos are stored

    Testimonial tools store names, photos and videos of your customers, often with a cloud in the US. If the data is stored outside the EU, check whether the vendor falls under the Data Privacy Framework.

    Ask the vendor

    In which country are my customers' reviews, photos and videos stored, and do you fall under the Data Privacy Framework?

    Show tools with data in the EU2 of 5 tools meet thisMore about data in the EU

Frequently asked questions about choosing review tools

What should you look for in a review tool?

Look mainly at stars in Google, genuine reviews by the rules, price and contract length, starting free, integration with your online shop, invitations in Dutch, customer data and data processing agreement and where the reviews and videos are stored. For each point we explain why it matters and which question to ask the vendor.

Which questions should you ask a vendor of review tools?

Do my reviews appear as stars in Google Shopping, Google Ads or the normal search results, and which plan includes that? How do you check that a review comes from a real customer, and can I hide negative reviews? What does it cost per year with the modules I need, and can I cancel monthly or am I locked in for a year? How many reviews or invitations do I get for free, and what happens to reviews above that limit?

How many review tools in the guide can you use or try for free?

Of the 5 review tools in our guide, 3 have a free plan and 2 can be tried for free, according to the vendor's site.

Sources

  1. ACM: Using reviews and ratings (in Dutch)
  2. Autoriteit Persoonsgegevens: Data processing agreement (in Dutch)
  3. Autoriteit Persoonsgegevens: Transferring personal data to the US (in Dutch)

Texts and sources checked on . The counts follow from the facts in the guide. Rules can change; the source prevails. This is an explanation, not legal or tax advice.

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