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THE ANATOMY OF A PERFECT REVIEW

Five strategies to collect and leverage authentic content

January 29, 2020

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Carol KrakowskiDirector of Insights

Speaker

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WHY IS IT IMPORTANT?

Optimized review collection & display

57%Increase in

conversion when volume + optimal

reviews

21%

PowerReviews study consisting of 168k products, 28 million orders, 321 million page views

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KEY COMPONENTS DRIVING VALUE

The anatomy of a review

● Informative Title

● Well-Written Product Stories

● Contextual Images & Videos

● Contextual Interactive Profile Data

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DRIVERS OF IMPACT

The perfect review

3xLonger textual review length

12%Inclusion of

images or videos

3.5Average star

Rating

Length of review allows individuals to describe product stories and uses

PowerReviews Helpful Review Analysis 2020 *Baymard Institute, Ecommerce Product Page Usability Study, 2017

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DRIVERS OF IMPACT

The perfect review

3xLonger textual review length

12%Inclusion of

images or videos

3.5Average star

Rating

Length of review allows individuals to describe product stories and uses

Includes a gallery that shows 3-5 images and videos for context*

PowerReviews Helpful Review Analysis 2020 *Baymard Institute, Ecommerce Product Page Usability Study, 2017

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DRIVERS OF IMPACT

The perfect review

3xLonger textual review length

12%Inclusion of

images or videos

3.5Average star

Rating

Length of review allows individuals to describe product stories and uses

Includes a gallery that shows 3-5 images and videos for context*

Distribution of star rating that proves trustworthiness and authenticity

PowerReviews Helpful Review Analysis 2020 *Baymard Institute, Ecommerce Product Page Usability Study, 2017

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DRIVERS OF IMPACT

The perfect review

3xLonger textual review length

12%Inclusion of

images or videos

3.5Average star

Rating

Length of review allows individuals to describe product stories and uses

Includes a gallery that shows 3-5 images and videos for context*

Distribution of star rating that proves trustworthiness and authenticity

47% of users engage with tags on best uses, pros/cons and other descriptors of the reviewer that are queryable*

PowerReviews Helpful Review Analysis 2020 *Baymard Institute, Ecommerce Product Page Usability Study, 2017

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DRIVERS OF IMPACT

The perfect review

3xLonger textual review length

12%Inclusion of

images or videos

3.5Average star

Rating

Length of review allows individuals to describe product stories and uses

Includes a gallery that shows 3-5 images and videos for context*

Distribution of star rating that proves trustworthiness and authenticity

47% of users engage with tags on best uses, pros/cons and other descriptors of the reviewer that are queryable*

Descriptive titles are one of the best ways to improve review scannability*

PowerReviews Helpful Review Analysis 2020 *Baymard Institute, Ecommerce Product Page Usability Study, 2017

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FIVE STRATEGIES

Strategies enhance authentic content

Increase modes of

collection to maximize

review content

Improve contextual

tags such as pros/cons and size fit

Ask for images first

and from social media

accounts

Add the ability to

ask questions

Ask ideal target

audience to write a review

through sampling

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ENABLE MORE COMPLETE REVIEWS

New techniques add completion by 300% and review volume by 147%.

“When joining PowerReviews our review volume increased 900% in the first month.”

Representative at Prominent Apparel Brand

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ADD CONTEXTUAL TAGS

New techniques add completion by 85% and increases depthof reviews by 92%.

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ASK FOR IMAGES

1 image added to a product lifts traffic by 18% and conversion by 69%. “The PowerReviews team made setting up the Social tool super easy. The tool has allowed us to add a lot of color and credibility to the product display pages on our site.”

Katie PusateriMarketing Associate, Canyon Bakehouse

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“Not only does it provide a better shopping experience for shoppers, but it also helps us reduce operational expenses.”

Kristina CerminaraManager, Online Optimization, Nutrisystem

ALLOW USER QUESTIONS

Adding Q&A to a product lifts traffic 88%, sales 6x and conversion by 82%.

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Engage with sampling community

FIND TARGET AUDIENCE

90%product catalog review coverage

2,000+images collected

mainly from sampling campaigns

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Insight

Learn from customers

Analyze the review content you receive to align your products to

customer needs

Display

Practice transparency

Highlight positive and negative content to

enable better purchasing decisions

Engagement

Elevate advocates

Engage customers as ambassadors to build trust and drive long-

term value

USE CUSTOMER CONTENT TO DRIVE CONVERSION

Leverage authentic content

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