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How To Prepare Product Review Pages That Convert To Sales

4 Min Read

Consumers are leveraging the new-age bounty of wireless internet to share their experiences with products in online communities. According to many credible online surveys, more than half of online shoppers read at least four product reviews before making a purchase. Potential buyers also want to gain information from others who have purchased the products they are considering. There is a lot of information that can be shared using a well-written product review. In this blog post, we have discussed what key elements you can optimize to generate sales for your product review page.

Product description

A product review should give a detailed description of the product, such as size, weight, look, smell, and feel of the product. Customer journey is another aspect to take care of. It is imperative to win the trust of your customers that they are not dealing with a fraud website. Therefore, customer service practices of the company should also be highlighted in your product description. Also, your website users want to know whether you had a great experience interacting with customer service. 

They also want to know how long it took from the time you ordered your item until it was received. When describing an item it is important to find a sweet spot in terms of the length of the review which you want to share on the product review page. A review should not be longer than a couple of paragraphs.

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Comparison with similar products

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. 

Amazon Compare Item Review
Image source: Amazon

Stories impact sales

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. You must A/B test to find out whether highlighting a story as a product review can drive conversions.

Storytelling In Product Review
Image source: Amazon

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.

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Criticism

Negative reviews on your product page can be stressful, and it may seem counterproductive to criticize a product you would like to sell. However, 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 it’s important to balance reviews on your product page. Putting up an objective review is important because reviews should read like a review and not like an advertisement. 

Negative Product Review
Image source: HnM

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? Pinning reviews discussing the benefits of certain products on top is a tactic you can adopt to influence the buying decision of your users. Be positive and remember the type of reader you are trying to target.

Call to action

A product review tells the potential buyer what to do next. A quick summary of reviews should be visible to the users before they hit your call to action button. 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.

Designing a product review page is one thing and deriving profits from the sales is another. Consistent optimization of your product page review elements can drastically improve your conversions and keep you rolling. Start your optimization journey with a 30-day free trial or request a demo with VWO’s seasoned Conversion rate optimization (CRO) experts for guidance on your optimization program.

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Paras Chopra
Paras Chopra Founder and Chairman of VWO
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