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Reviews can be a great source of information that is lacking in your product descriptions. Make use of them to fill in the gaps.
My wife bought some FreeFrom Chocolate Cake Bars from a Sainsbury’s store and they were individually wrapped. We usually shop at Asda, so I went online and did the ‘FreeFrom Cake Bar’ search to find what I thought would be Asda’s version.
From the image, you’d think they were pretty close. But not all brands individually wrap things like this and my wife wanted to pop them in school bags for the kids. If they weren’t wrapped, you can imagine the mess!
There was no information provided on the page as to whether they were wrapped or not. They list everything from ingredients and storage information, to how they can or can’t be recycled. Just not how they are packaged inside.
Struggling to find this info, I was reluctant to purchase in case they turned up and were not what we needed to spare a chocolatey school bag disaster. As a last hope, I jumped through to the review section in the hope that someone had shared this information.
Some saint who I assume must also be a parent with a similar mindset had in fact shared this information.
9 total reviews and it was the last one that did the job.
How many times have you done this yourself in order to understand more about a product, where the information was missing from the website’s product description?
How often do you read your reviews, good and bad, and really take the information in?
Whether someone shares an opinion that is a positive recommendation, or negative feedback, the little details are where you can pick up great insights into customer expectations.
Negative feedback could mean that their expectation was completely different to what they received. So the gap here is in providing more accurate information to ensure that their expectations are managed before they order.
Positive reviews can also provide you with useful insights. People will often mention minor details of things they like about a product, as in the Asda example I used. If they are moved to mention something, maybe that means that others will love that feature or detail too. If that piece of information isn’t listed on your product page, then get it listed!
I made a purchase after reading this review, but if I hadn’t read them, I would likely not have. So make sure you read your reviews for useful additions, but also make sure you display reviews so that others can read and learn for themselves in similar scenarios.
How much can you learn from reading your reviews?
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That’s a wrap for Swipe & Deploy #12. Join me next week when I’ll share another insight or piece of inspiration from around the web.
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