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How To Prepare Product Review Pages That Convert To Sales

5 Min Read

Many consumers read product reviews when deciding which is best to buy. Consumers are taking advantage of widely available wireless internet to share their experiences with products in online communities. Potential buyers also want to gain information from others who have purchased the products they are considering. According to a survey in October 2008 by the consulting and research firm Penn, Shoen & Berlin, 70% of Americans say they consult consumer ratings or product reviews before purchasing an item.

The point of writing a product review is to share information and experiences with the product. There is a lot of information that can be shared using a well written product review. Six main elements should be written in a great product review that will generate sales. The first is product description. Describing the product should be followed by proof that you know the product and what it’s capable of. A description of the product’s buyer should also be included. Videos and images are great tools to enhance a product review. They may be followed by any criticism of the product that is necessary to give the reader a balanced product review. A review should end with a call to action. You want the reader to feel compelled to purchase the product.


A product review should give a good description of the product. The size, weight, look, smell, and feel of the product should be described. The ordering process and customer service practices of the company should also be described. Consumers want to know if you had a great experience talking with customer service. They also want to know how long it took from the time you ordered your item until it was received. Describing the ideal buyer of a product is very helpful to potential buyers. One of the things that a potential buyer wants to know is whether the product is for them. When describing an item it is important to avoid too much detail. Your review should not be longer than a few paragraphs.


Potential buyers want to know how the product compares to similar products. Comparing and contrasting similar products helps readers decide which product is the best match for them. Comparison reviews are great for attracting readers. When you are comparing, make sure that you define which product is better and why.

Tell A Story

Giving background information about why you ordered the product and how it has helped you is great for generating sales. Storytelling also helps customers empathize with your situation and think about how they are like you. Storytelling is a great tool for connecting with the reader emotionally.

Talk About Price and Value

Consumers want to know that they’re getting the most for their money. Most consumers don’t mind spending more money for a superior product. All opinions shared in the review should be supported by facts where possible. Using expert sources such as statistics is a great way to lend credibility to a product review. Using personal information is valuable when talking about personal products. Your section about price and value is a great place to share an opinion about why someone should buy a certain product.

Use Images

Words are very important, but nothing tells a product’s story like pictures. According to gibLink, including photos allows the reader to visualize exactly what you are reviewing. Images are also great for breaking up large amounts of text. Making a video of the product in action or even showing the content of the box and describing the items is very helpful to prospective buyers. Submitting the video to YouTube can generate even more traffic to your review.


It may seem counterproductive to criticize a product you would like to sell, but many readers won’t believe a review that is completely positive. Some aspects of a product can be seen as either positive or negative, and its important to be balanced in your review. Writing an objective review is important because your writing needs to read like a review and not like an advertisement. A review should sound like the writer is trying to help the reader, not sell something to them.

Be Specific

Covering specific details of the product is important because they show you actually used the product and have experience with it. You may want to talk about what the product is best used for and what may not be a good use for this product. Giving very specific details about the product and situations that may be encountered while using the product will prove to the reader that the product is genuine and the results you discuss will actually be produced by this product.

Talk About Benefits More Than Features

It’s great to describe the product, but consumers need to understand how the product can lessen or solve a problem they have. Consumers want to know why they should buy this particular product. What are the benefits? Discussing the benefits of certain ingredients is helpful to many consumers. Be positive and remember the type of reader you are trying to influence.

Call To Action

A product review tells the potential buyer what to do next. It’s a good idea to link a website where the product can be purchased. Listing a phone number or email to contact for more information is also helpful. A quick summary of your review should be included right before the call to action. The potential buyer should understand what product they are buying, what problem the product will help them solve, and how the product will benefit them. It’s also helpful if they understand why a particular product is a better buy than the competition.

Note: this post is from a guest author David Murton. Email us if you’d like to contribute a guest post yourself.

Paras Chopra
Paras Chopra Founder and Chairman of VWO
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