Why Product Reviews are a Secret to Success on Amazon and How to Leverage Them
When shoppers visit Amazon, reviews are a major part of the research and consideration phases. And, when scrolling through a results page, shoppers are more likely to consider a listing with a strong ranking. A product often earns a strong ranking, or places well in search results, because it has a significant number of positive reviews. But, it's also likely the brand behind the product has used reviews, positive or negative, to improve their presence.
In this blog post, we elaborate on how brands can use reviews to increase rankings, conversion rates, brand credibility, and more.
How Reviews Impact Rankings and Conversion Rates
At MPS we view Amazon as a complete ecosystem where each component of strategy works together to form a successful brand presence. For example, a product's ranking and conversion rates are directly correlated. And both are, in part, fueled by product reviews.
The more positive reviews a product has, the better it will rank organically. And, the better placement a product earns on a results page, the more likely it is to drive conversions.
With this in mind, the solution is to earn more positive reviews to create a ripple effect of success. One of the best ways to do this is to sell a high-quality product and provide a great customer experience.
Leverage Feedback within Content and Creative
Oftentimes, consumers leave a negative review because a product wasn’t what they anticipated. For this reason, it's important to ensure all information within a detail page is as updated as possible. We also suggest using the content and creative elements of a detail page to communicate and set expectations. Doing so is a great way to prevent customers from leaving negative feedback.
But, in the case where a customer does leave negative feedback, brands can use it as an opportunity to make improvements. Sometimes it can be as simple as updating language or adding another image to be more clear.
On the other hand, brands can also leverage positive feedback and take their content and creative efforts a step further. One example would be to include reviews within the product's image library. This way shoppers don't have to take the extra step to read reviews. Instead, the brand can communicate the sentiments of a satisfied customer in an eye-catching way.
Another tip is to identify repetitive positive feedback and amplify it throughout the listing copy. Whether it be in the bullet points or product description, driving home a popular benefit or appealing to a common pain point can influence conversions.
Product reviews will always play an important role in a brand’s Amazon strategy. Although earning positive reviews is a challenge, it’s only half the battle. The most successful brands on Amazon almost always use customer feedback to enhance their presence. And, more importantly, they lead with a customer-first mindset throughout all aspects of their strategy.
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