Review Funnel Calculator
Enter your customer volume, request rate, open rate, and conversion rate to see exactly how many reviews you will generate per month and how long it takes to hit your target.
Your funnel inputs
Adjust to match your current numbers
How many customers you serve per month
% of customers you send a request to
% who open your email or SMS
% of openers who leave a review
Not sure of your rates?
Start with these industry averages: request rate 50%, email open rate 35%, conversion rate 8%. Adjust once you have real data from your campaigns.
Reviews generated per month
7
Based on 250 customers contacted, 88 opens, and a 2.8% end-to-end funnel conversion rate.
Target
100
new reviews
Time to hit it
15 months
at current rate
Contacted / mo
250
customers reached
How many new reviews do you want?
Where your customers drop off
Every stage of your funnel has a drop-off rate. This is where your 500 monthly customers go.
Monthly customers
500
Total customers you serve
Contacted
250
50% receive a review request
Opens / clicks
88
35% open rate
Reviews left
7
8% conversion rate
End-to-end funnel rate
Of every 100 customers you serve, your funnel turns 2.8 into a published review.
How does your channel compare?
Not all review request channels are equal. Here is how average open rates and conversion rates compare across the most common methods.
| Channel | Open rate | Conversion | Overall rate | Note |
|---|---|---|---|---|
| 25-40% | 5-10% | 1.5-4% | ||
| SMS | 90-95% | 10-15% | 9-14% | |
| In-person / QR | - | 15-30% | 15-30% | |
| Printed card | - | 3-8% | 3-8% |
4 ways to get more reviews from the same customers
You do not need more customers to get more reviews. You need a better funnel. These four changes have the highest return across most businesses.
Ask every customer, not just the happy ones
Most businesses only send review requests when they think the interaction went well. This creates selection bias and is against Google's policies. Asking everyone increases your volume and gives you a more representative rating. In practice, conversion rates stay the same because satisfied customers are the majority.
Send within 48 hours while the experience is fresh
Timing is the single biggest open rate driver. A request sent within 24 to 48 hours of service gets 40 to 60 percent higher open rates than one sent a week later. Set up an automated trigger off your booking, payment, or delivery event rather than batching requests manually at the end of the week.
Remove every click between the request and the review box
The biggest conversion killer is asking customers to search for your business themselves. Send a direct link to your Google review form so the review box opens immediately. On mobile this means one tap to the review. Every extra step you remove adds roughly 2 to 4 percentage points to your conversion rate.
Send one follow-up to non-converters
A single follow-up email to customers who opened but did not leave a review typically recovers 20 to 30 percent of those non-converters. Send it 3 to 5 days after the first message. Keep it short, reference what they purchased, and use a different subject line. Two messages total per customer is the ceiling.
Which lever has the biggest impact on your funnel?
Request rate
Asking more of your customers is the easiest win. Going from 50% to 100% request rate doubles your reviews with zero change to anything else. Most businesses leave half their potential reviews on the table simply by not asking everyone.
Open rate
A better subject line, a recognisable sender name, and tighter timing can lift your open rate from 25% to 45% without changing anything else. This alone can double the reviews flowing out of your funnel.
Conversion rate
Sending a direct review link rather than asking customers to search for you is the fastest conversion rate fix. Going from 5% to 10% conversion doubles your reviews. It is almost entirely a friction problem, not a motivation problem.
Send timing
Sending within 48 hours of service increases both open rate and conversion rate because the experience is still fresh. Waiting a week or more causes both metrics to drop sharply. Automating the send trigger is more reliable than manual batching.
Review quality
The content of the review itself does not affect your funnel rate, but it affects what you do with reviews downstream. Longer, more detailed reviews improve local search ranking and convert better on your website. A personal message in your request increases the chance of a detailed review.
Follow-up sequence
One follow-up email to non-converters recovers 20 to 30 percent of them. Sent 3 to 5 days after the first message with a different subject line and a short, personal message. Do not send more than two messages total — diminishing returns kick in fast after that.
automate your review funnel.
Bragly sends review requests automatically after every transaction, tracks who opened and who converted, and follows up with non-converters — so your funnel runs without you lifting a finger.
Frequently Asked Questions
A review funnel is the step-by-step process that turns a served customer into a published review. It has four stages: you serve a customer, you send them a review request, they open it, and they leave a review. Each stage has a drop-off rate. This calculator shows you exactly how many customers you need at the top of the funnel to hit a specific review count at the bottom.
For email requests, a conversion rate of 5 to 10 percent is typical. SMS tends to convert at 10 to 15 percent because open rates are much higher. In-person QR codes and tablet prompts at point of sale can reach 20 to 30 percent because the customer is asked while the experience is still fresh. If you are below 5 percent on email, focus on reducing friction by sending a direct link to your review page rather than asking customers to find it themselves.
Review request emails typically see open rates of 25 to 45 percent when sent from a recognisable sender name within 24 to 48 hours of the service. Emails sent days later or from a generic address tend to drop below 20 percent. Personalised subject lines with the customer's name consistently outperform generic ones like 'Leave us a review'.
For most businesses, 24 to 72 hours after the service or delivery is the sweet spot. The experience is still fresh and the customer has had time to form an opinion. For products that take time to evaluate, like software or furniture, waiting 7 to 14 days gives the customer enough time to use what they bought before you ask for feedback.
SMS has significantly higher open rates (90 to 95 percent versus 25 to 40 percent for email) and typically delivers higher conversion rates. However, getting customers to opt in to SMS is harder. Email is easier to scale and has no opt-in friction for most businesses. For the highest results, use both: email first, then SMS for those who did not open.
The single biggest lever is reducing friction. Send a direct link to your Google review form so the review box opens immediately. Other high-impact improvements: ask within 48 hours while the experience is fresh, personalise the message with the customer's name and specific service, send one follow-up reminder to non-converters, and make the ask feel personal rather than automated.
Send a request to every customer you can, and only ask once per transaction. Businesses that contact 100 percent of their customers consistently outperform those who cherry-pick. Cherry-picking is also against Google's review policies. If volume is a concern, focus on improving your conversion rate rather than reducing who you ask.
Yes, completely free. No account, no email, no credit card required. Adjust the sliders and see your funnel update in real time. Use it as many times as you like.
