Product reviews refer to the reviews made by consumers on the product itself after purchasing the product, combined with the actual shopping and use experience (according to the rules of the Amazon platform, even if consumers have not purchased the product, as long as the user qualifications meet the review criteria, they can also make reviews on the product, but the reviews here refer specifically to the reviews of buyers who have real purchase behavior).
Product reviews are displayed on the product details page, affecting the weight and conversion rate of the product. The conversion rate of a product without product reviews is often low: if a product suddenly receives bad reviews, it will also cause the product weight to drop, and then cause a sharp drop in sales and BSR rankings: and if a product has too many bad reviews and low star ratings, consumers will also have doubts about it and are unwilling to place an order. So, in a sense, the quality of product reviews determines the “life and death” of a product
Unlike the other factors of product optimization mentioned above, product reviews are left directly by consumers, and the dominant power is not in the hands of sellers. But even so, considering the important impact of product reviews on products, as a seller, you should try to ensure that your products have better reviews, more product reviews and higher star ratings within your ability. This is the goal and direction that sellers should always follow throughout their operations.
Regarding product reviews, they can be optimized in the following ways.
Early Reviewer Program: After a new product is launched, if there is no review or the product has less than 5 reviews, the seller can apply to join the Early Reviewer Program. For products that have applied for this program, the Amazon system will automatically invite buyers who have purchased to comment and give certain rewards to buyers who leave reviews. It is precisely driven by system invitations and rewards that products participating in the Early Reviewer Program can often receive real reviews from buyers quickly, which is also a way to get reviews that should be valued after new products are launched.
Vine Program: For sellers who have registered trademarks and have made brand records in the Amazon system, they can apply to participate in the Vine Program for the products they focus on. The evaluation weight under the Vine Program is greater, which plays an important role in promoting the creation of hot products.
Buyers with five-star feedback: Send thank-you emails to buyers who have left five-star feedback and are satisfied with the feedback content and detailed, and guide them to leave reviews.
After-sales service card: From the perspective of brand promotion and improving the rate of reviews, we can place after-sales service cards in the product packaging. A well-expressed after-sales service card can increase the rate of buyers leaving reviews, reduce the probability of dissatisfied buyers leaving negative reviews without communication, and play a preventive role. However, it should be noted that the after-sales service card must comply with the rules of the Amazon platform, avoid adding contact information, do not guide buyers to offline transactions, and do not use bribes to lure buyers to leave reviews.
Contact buyers: On each order page, there is a “Request Review” button, which can be used to send an email to the buyer, inviting the buyer to comment on the purchased goods. Note that the expression of the email content must be appropriate.
Facebook interest group: For sellers who specialize in a certain type of goods, they can use social media such as Facebook to build personal/brand IP and gather their own “fan” groups through continuous content delivery. When there are enough “fans”, it is easy to quickly promote a certain product to get reviews.
Cooperation with Internet celebrities: For sellers who participate in off-site activities and specific promotions, they can collect off-site celebrity resources and launch some targeted discount promotions. With the background of Internet celebrities, they can promote the rapid sales of their products and obtain reviews.
Through the above methods, we can not only solve the problem of new products without product reviews, but also increase the rate of leaving reviews during the product sales process, and add points to the creation of hot products.
While maintaining the rate of leaving reviews, we will also encounter the situation where buyers leave bad reviews. As mentioned above, bad reviews will not only affect the weight of the product in the system, but also affect the feelings of consumers, which will lead to a decrease in conversion rate. Therefore, after receiving bad reviews, we must find a way to solve them as soon as possible.
In the face of bad reviews, we can solve them from the following aspects.
Contact the buyer to modify: If you can find the buyer’s contact information through the comments, you must contact the buyer as soon as possible, sincerely apologize to the buyer and propose a reasonable solution, strive to obtain the buyer’s understanding, so as to achieve the purpose of asking the buyer to modify the bad reviews. When communicating with buyers, be sincere, do not argue, and do not contact the platform customer service to complain: If there are foul language, malicious slander and other expressions in the comments, you can contact Amazon customer service to complain. When communicating with the platform customer service, be sincere and reasonable, explain the cause of the problem and the interests involved, strive to get the support of customer service, and help remove the negative reviews.
Appropriately add comments: If there are safe, reliable and real resources, you can quickly add a few comments to your products after receiving the negative reviews to resolve the negative effects of the negative reviews. When adding comments, you must adhere to the principle of safety first, and the number should not be too large.
Quickly reduce prices: Since the impact of negative reviews has a lag, it will generally be reflected about three days after receiving the negative reviews, so you can make good use of these three days. The specific operation is to quickly reduce the price of the product after receiving the negative reviews. According to normal logic, price reduction often brings more sales and higher conversion rates. More sales can push up the BSR ranking, and high conversion rates can increase the weight of the product in the system. The combination of the two can effectively resolve the negative effects of negative reviews. Practice has proved that this is the fastest and most effective way to resolve negative reviews. After the price reduction, observe for about a week. If the product can recover to the sales volume and stable ranking range before the bad reviews, then gradually raise the price.
Although product reviews are crucial to the creation of a product, it should be reminded that fake reviews are prohibited on every e-commerce platform, and Amazon is no exception. Amazon never shows mercy to large-scale fake reviews! Sellers must be cautious in the process of operation, obtain reviews in a safe and compliant manner, and try to avoid fake review operations that violate platform rules.