How Ozon sellers use review tools to improve product exposure and order conversion rate

In today’s e-commerce field, the quality and quantity of product reviews directly affect buyers’ purchasing decisions. In order to help sellers improve order conversion rates, the Ozon platform has launched a number of features for reviews, such as “Sellers’ independent pinned reviews” and “Comment Points”. These tools not only increase product exposure, but also enhance customer trust, thereby driving sales growth.

Seller’s independent pinned comment function

Ozon launched the “Seller Pinned Comments” feature, which allows sellers to selectively pin a comment to the top of the comment area on computers and mobile devices. This move significantly improved the visibility of high-quality reviews and effectively promoted the conversion rate of product orders.

The importance of positive reviews

Good product reviews are crucial to e-commerce operations. Products with high ratings can achieve the following advantages:

• Attention: Good product reviews increase buyers’ attention, prompting them to view product pages more frequently.
• Improving customer loyalty: More than 50% of customers place orders again within a week of purchase, forming a good repurchase chain.
• Enhanced information display: Buyers can better understand the actual effect of the product through text and picture comments to help determine purchase intention.
• Promote shopping cart additions: Data shows that product reviews increase the frequency of shopping cart additions to 160%.

Sellers can independently select products and put comments on them through the “Evaluation” function module in the Ozon backend. This function is currently a paid service.

Ozon’s “Review Points” Tool

Ozon also launched the “Review Points” tool, which aims to help sellers increase the number of product reviews and improve the performance of products on the platform. Sellers can use this tool to reward buyers with points to encourage them to leave reviews.

Activity type

• Automatic selection activity: This activity can automatically add products with less than ten reviews to increase the number of reviews.
• Points-earning activity for leaving reviews: Sellers can customize the products that need to collect reviews, the number of reviews and the activity period, and provide different types of review points rewards, such as:
  • Text comments: 100 points
  • Comment with photo: 150 points
  • Comment with video: 150 points

Such incentives not only increase the number of product reviews, but also improve customers’ shopping experience.

Comment strategy: key ways to increase order speed

An effective review strategy can significantly increase the order speed of products. On the Ozon platform, products with higher ratings usually rank higher in search results. To this end, sellers should pay attention to the following points:

1. Use OZON’s product review function: Good user reviews can attract more buyers’ attention. Platform data shows that products that have received reviews are 30% more likely to be put into the shopping cart than products that have not received reviews.

2. Set a review collection plan: Sellers can set a target number and time limit for collecting positive reviews for specific products. Once the target is reached, the system will automatically stop collecting. At the same time, by setting different point rewards, buyers are encouraged to leave reviews with photos to enhance trust.

3. Optimize review collection strategy: Sellers should create and manage review collection plans step by step to improve the efficiency of obtaining reviews.

By making full use of the review tools and strategies provided by the Ozon platform, sellers can effectively increase product exposure, increase shopping cart insertion rates, and ultimately accelerate product ordering, bringing long-term growth potential to the business.