Audit their Reviews

Brands can hear directly from customers, their likes dislikes and overall reviews of the products within their portfolio. Amazon is also providing an additional service. They are synthesizing the review data into actionable snapshots. They are creating a short analysis of top findings to make it easier for shoppers to see if the product is a good fit for their needs, but in doing so.

They’re also detailing market research data for brands. We’ve identified earlier that the asics woman’s running shoe is a top seller in the category of women’s trail running shoes. We see here, it has over 6,500 customer reviews. Let’s take a deeper look at how customers reviews can be used for optimizing detail page listing content, and to gain deeper insights into the users of their brand.

First, when landing on the review section, visible or images that customers have posted here, we see a happy customer jumping. It’s a powerful affirmation that this customer likes the product, but equally as important, it’s an image provided by a customer and not by the brand. The perception of happiness is actually from a customer, which makes it more authentic, more honest.

And more meaningful for other customers, especially millennials who don’t trust brands. As much as the older generations, when clicking on the, see all customer images link, there were a bunch of customer images to scan through. Shopping in an online environment, doesn’t allow a customer to touch and feel the product.

The one looking at these images, we can see close up more details about the product. We see a picture of the sneaker tread that is lifting up more now fabric by the heel different color options and more. For a brand, this information shows how customers are using the product and provide visual pain points they’re experiencing with use.

Next, we’ll take a closer look at the read reviews that mentioned section popular words that are found most frequently within the comment section are featured. At a glance, we can see what terms are most often used. A quick scan reveals that good art support, lightweight. And high arches might be some words to dig a little deeper into for content let’s click on high arches to start our analysis.

All the places, the word appears are highlighted for easy reference here. We can also see that over 156 reviews. Mention these words seems that high arches might be an important feature to promote for this product. After reading through the comment. Let’s look at another example. Well, click this time on good art support.

Although these key words are returning over 155 reviews. It’s important to know that the back end algorithm is not picking up the term. Good art support together. As one complete phrase, as one might suspect rather it is picking up the individual words. Each review has all of the terms within it. Meaning good arch and support will all appear in the comment, but these words will not necessarily be grouped together as a phrase.

Here we see the word good. Separated from the rest of the phrase. The customer is not saying the art support is good, but they have used good in the comment. So it’s important to read the reviews, to understand the context more clearly and not take the featured phrase for face value. Clicking on search terms with multiple words is important, but be sure to read through each one to understand really what the customer is saying.

Looking at the left side of the review section a brand can get customer feedback by feature. So in this example, 83% feel the tool box is just right, but back again to the phrase art support. Only 54% feel that the support is enough. We’ve just seen that it is mentioned a lot in the comment section, but by seeing that only 54% feel the support is adequate, a brand may want to read through all those comments.

This way you can extract what customers’ opinions really are about the sneaker support and make sure you’re capturing the context correctly. Right below the feature section. We see here, a breakdown by customer groups and interests. It gives a snapshot into customer’s likes it reveals other purchasing behavior and choices beyond just this sneaker.

It’s now time to take a deep dive into your brand’s customer review section. What words are customers using most frequently to describe the product. Can you use those words in your listings to more effectively reach your target audience? Do these words accurately describe and meet your brand’s promise? Are your products, graphics, and visuals aligning with the images the customers are providing?

Taking a deep look into the competitor’s customers reviews. We’ll uncover keen insights into what your target audience is looking for in a product and in a brand. These are key data points directly from users. There will help you engage more specifically with customers through their own messaging points and snag samples from the competition.