Manufacturing Good Product Reviews - Issue 34

Improve The Ratio of “Good” Reviews with One Small Change

The most valuable content on any product detail page is that “good review” that raves about your product and gives site visitors enough confidence to overcome any concerns. Alternatively, too many “bad reviews” and an otherwise eager buyer might fail to convert.

While some sites are reluctant to publish bad reviews, they are important for a site’s overall credibility. Publishing bad reviews increases the trust in all reviews but maintaining a healthy “good” to “bad” ratio is critical. The solution is as easy as choosing who you mail to. Resist mailing review requests to first time customers and at the same time treat your repeat customers like royalty. Consider adding a custom message that acknowledges that you know this is a repeat customer, express your appreciation and then ask for a review as a favor. The response rate and proportion of good reviews should climb.