Using Customer Reviews and Q&A for Listing Optimization

Customer Reviews and Questions: An Optimization Gold Mine

When you think about optimizing your product listings, the first thing that comes to mind probably isn’t the customer reviews and questions on your product detail page. You have product expertise and a solid copywriting/marketing team. The customer has neither. So: what value could incorporating customer reviews and Q&A into your optimization process actually have?

Quite a bit, actually (especially if you have a listing that gets frequent customer reviews and Q&A traffic). We strongly believe in taking a holistic look at a product and optimizing it from every angle, and customer feedback can be a highly valuable asset in improving conversion rates and improving revenue through optimization.

Let’s take a look at just a few of the gems that might be found in your customer content, and how those can be leveraged:

  • Alternate phrasing and terminology. Improve your keywords for your listing and ads by adding in phrases from customers. People will inevitably call out features and use phrases that you, your marketing team, and your focus groups didn’t expect. These can be useful especially when it comes to generating long-tail keywords for advertising campaigns.
  • Unexpected uses. People find unique uses for things, and may call out applications or use cases that you never imagined for your product. This can offer a wealth of opportunity for you:
    • Expanded target audience through content and advertising. If an item is used in an unexpected way, you may be able to successfully target that new audience though advertising. You can also call out that specific use in your bullets to draw those customers in when they are searching for a solution to their needs.
    • Improved images. If you don’t already have lifestyle/in-use images for your product, you should definitely consider adding them. But even if they’re already on your listing, consider adding or modifying them to incorporate unique additional uses that customers have called out.
  • Customer questions. This is an area that should always be closely monitored, because it can be an excellent way to drive conversion. When customers ask a question about an item, it’s often because the information they wanted was either missing from the listing or was difficult to find. This can prevent them from putting that item in their shopping cart, so it pays to check that your content proactively answers as many questions as possible for potential buyers. Ask yourself:
    • Are there pieces of information people are wanting that I haven’t given (or given clearly) in my bullets/description? (e.g., dimensions, compatibility, etc)
    • Are people confused about a feature or functionality that I need to clarify, and/or add a picture of? (e.g., how a collapsible item looks when folded vs. unfolded)
    • Are people asking about using the item in a specific way that I hadn’t intended, and might be missing out on addressing that need in my content / that additional target audience? (e.g., waterproof picnic blanket being used as a cover to protect furniture from spills or pets)
    • Feature-specific complaints. The real world is the ultimate testing ground for products – and sometimes that’s the only place that weaknesses or problems will pop up. If you’re seeing repeated negative customer reviews about a specific problem, you can use that customer data to address the issue and fix the problem in future versions of the item. (It can be highly beneficial to the customer experience to respond to negative reviews by acknowledging these issues, and if you’re working on a new version of the item that fixes those issues, to indicate that accordingly. This shows that you are actively interested in customer satisfaction and improving your product.)
    • If you have updated a product but still have reviews on the listing from previous iterations that had issues, consider responding to those reviews and also calling out the improvements in your content and possibly even in an additional image to help people shopping based on reviews to get an accurate representation of your current product offering.

There are many other ways you can leverage customer-generated content on your listing, but it all comes down to one simple truth: when it comes to improving your ecommerce presence, you want to use every possible tool available to you, and this kind of feedback should absolutely be one of those tools.

Interested in managing your customer responses more effectively and utilizing them to drive revenue and conversion? We’d be happy to chat with you – get in touch with us here.

Tiger Paton

Tiger Paton was the Creative Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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