Amazon Review Practice - Analysis of the importance of Review. What are the rules? What is the function? How to use Review to improve product conversion rate.

1. The Importance of Review

The importance of Amazon Product Reviews to Listings is self-evident. Good Reviews can give potential customers confidence to buy, improve conversion rates, and directly increase the Listing's ranking, thereby bringing more exposure and traffic, and generating more orders. Therefore, for any seller, it is important to pay attention to the number of reviews and star ratings of their listings, which is an important reference data for creating a hit product.

2. The role of review

1. Provide reference for product selection.

The number of reviews can be used to evaluate sales, thus providing a reference for product selection. Sellers can evaluate competitors' sales based on the number of reviews. The more reviews, the more potential buyers; the fewer reviews, the fewer potential buyers. As a seller, you will know how to select products.

During product selection, it is essential to analyze competitor reviews. Sellers can evaluate the potential of products based on the number of reviews on the first few pages of products, judge the sales of competitors based on the number of reviews on a single listing, understand what customers care about most about the product, and discover the quality of the product itself and customer demands.

By analyzing negative reviews of competing products, you can discover quality problems and design flaws of the product, which will help you avoid similar problems in product development and product selection.

2. Increase Listing weight.

Within a certain range, the more feedback customers give to a product and the higher the review star rating, the better the product will be considered by the system, thereby improving the ranking of the listing and increasing exposure for the product.

3. Increase sales.

The core function of Review is to increase sales, because Review is the evaluation of other consumers on the product, which is more convincing than the description of Listing. It gives potential customers confidence to buy, dispels their doubts, and ultimately increases sales. Sellers should pay attention to the number and star rating of their own Reviews, which is an important reference data for creating hot products.

4. It helps to analyze competitors and improve products.

Analyzing competitor reviews is more conducive to discovering the quality of the product itself and customer demands. Refer to the negative reviews of competitor products as much as possible. From the negative reviews, you can roughly find out the quality problems, design defects, and customer demands of the product, so as to avoid similar problems in product development and product selection.

5. Directly related to conversion rate.

Since Reviews occupy an important position in the A9 algorithm, sellers have to study various ways to obtain Reviews. To put it in an imprecise way, to some extent, the more Reviews = more traffic and conversions = more orders.

If consumers see a listing (especially a new product) without any reviews, they actually feel insecure. Who would be willing to be a guinea pig? Generally, they will reflexively look to see what others think of it.

High-quality reviews bring more exposure and traffic, improve the ranking of the listing, and thus generate conversions and form orders. In addition, high-quality reviews give potential customers more confidence and improve listing conversions.

3. Review Scoring Rules

1. Whether there is a VP verification purchase mark. Now, basically, the impact of direct reviews on the overall review score is minimal, and the risk is extremely high. There are countless cases where a one-star VP bad review ruined 20 five-star direct reviews.

2. How much Helpfulness a Review gets. The more votes a Review gets, the more likely it is to be genuine and effective. Likes can be divided into two categories:

Currently, it is difficult to manipulate the order of reviews by clicking likes, because it is easy to click more and more. However, clicking likes is still useful for increasing the weight of reviews, but you need to be careful not to click too much at once, for example, don't click too many times in total. Another way is to click 100 votes in 10 days, with uneven numbers each day, which is much better than clicking all at once in one day.

3. How long has a review been online? Basically, Amazon will regularly scan reviews, so the longer a review is kept, the more authentic it is. Therefore, some older reviews will have a much higher weight. At this time, you can try to like some older five-star reviews to indirectly affect the overall review score by increasing the weight of the review.

4. The number of words in the review. Generally, reviews with only a few words, such as "Good Great Purchase", are usually the fastest to be deleted. Long reviews with pictures are relatively slower to be deleted. So try to make the review as long as possible.

5. Number of times the Review is clicked. Getting some traffic into the Review Link from time to time is also a good way to increase the Review weight. The time the traffic stays on the Review Link details page and whether the next action is taken are crucial. For example, if the same IP repeatedly enters the Review details page and leaves a Comment or Yes, it will increase the weight of the Review Link itself.

6. The quality of the buyer’s account that left the review. This is the key point, because Amazon does not delete illegal and suspicious reviews from the review itself, but from the seller’s account.

7. Review the original star rating.

8. Number of times the review is clicked. This involves the judgment of multiple factors, such as whether the buyer's purchase behavior is legitimate, that is, whether it is a normal shopping habit.

9. Number of clicks on the details page.

10. Number of times the buyer leaves the detail page.

11. The rate at which buyers return to the detail page.

4. How to use reviews to improve product conversion rates

1. Join Amazon’s Early Reviewer Program or Vine Reviewer Programs.

Through the Early Reviewer Program, Amazon sellers can pay Amazon to help them obtain reviews, and Amazon will ensure that the reviews are authentic and reliable.

To participate in the Early Reviewer Program, brands must meet the following two conditions:

① Selling on Amazon US and having completed Amazon brand registration.

② The product has fewer than 5 reviews and the unit price exceeds US$15.

This plan costs $60 per project. The program will automatically end after the seller receives 5 reviews through this program, but there is no guarantee that all reviews will be five-star reviews.

The Vine Reviewer Program sends samples to top reviewers who have passed Amazon's review, and they will leave real feedback on their use of the product.

2. Make clever use of email: communicate with buyers and encourage sellers to leave reviews.

When a transaction is reached between a buyer and a seller, Amazon will give the buyer an email address so that the two parties can communicate via email. At this time, the seller should make good use of this opportunity to attract or guide buyers to leave reviews on the listing with dedicated service and carefully written language.

3. Negative reviews can be selectively made public.

Negative reviews can be selectively made public, as long as the language is not fatal to the product. Some negative reviews can increase the authenticity of the reviews and gain the trust of buyers more easily. At the same time, it can also make you, as a seller, pay more attention to improving the service and quality of your products.

4. Carry out online activities to improve the quality of reviews.

Participate in some promotional activities to help increase the number of reviews, and then use emails to improve the quality of reviews and maximize the chances of customers leaving reviews.