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THE ANATOMY OF A PERFECT REVIEW · 1/29/2020 · The perfect review 3x Longer textual review...
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Transcript of THE ANATOMY OF A PERFECT REVIEW · 1/29/2020 · The perfect review 3x Longer textual review...
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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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