In the field of e-commerce, product reviews are the core factor affecting the order conversion rate. In order to further improve the order conversion rate of OZON sellers, the platform has recently launched the “Seller Self-Pinned Reviews” function. This function allows sellers to customize a certain review to be displayed at the top of the comments on computers and mobile terminals, greatly improving the exposure of high-quality reviews, thereby effectively driving the order conversion rate of products.
The importance of good reviews
Good reviews of products are of great importance in e-commerce operations. Good ratings can bring many benefits:
Attract attention: The existence of good reviews of products can cause buyers to check product cards more frequently and increase the exposure of products.
Increase loyalty: Good reviews are a reflection of customer loyalty. More than half of customers place orders again within a week, forming a repurchase effect.
Additional information display: Through good reviews in text and pictures, buyers can clearly see the actual effect of the product, helping them make choices among different search results.
Promote shopping cart addition: According to platform data, the frequency of good reviews of products can increase the number of times a product is added to the shopping cart by up to 160%.
Details of the Pinned Comments Function
The Pinned Comments function is located in the [Reviews] function module in the backend. Sellers can enter the product number or status in the search box, select the product, and then choose a comment to operate. This function is currently paid, with a daily fee of 20? and automatic renewal.
However, in order to make full use of this function, the premise is that the product itself has good quality and is loved by consumers. Even if the product is in the early stage of launch, it can generate high-quality reviews through evaluation, but it is important to pay attention to the authenticity of the evaluation to avoid making the evaluation appear too fake, so as not to be counterproductive. In addition to evaluation, OZON sellers can also encourage buyers to leave good reviews by setting up a points reward system.
Conclusion
OZON continues to innovate on the operational side. The Pinned Comments function provides sellers with a better sales conversion mechanism, and also provides buyers with a more convenient way to understand the product. The launch of this new function will undoubtedly become a powerful assistant for sellers to increase product exposure and attract buyers’ attention.