Conversion focused copy-writing
Transcription
As we just reviewed in the previous video, the customer review section on each detail page listing is extremely robust. It provides valuable information direct from purchasers who have bought and used the product. It also gives a high level snapshot of data, the terms and language most used by these customers.
show moreBut there is more to uncover within this section. We’ll continue to do a deep dive into death wish coffee.
Within the read reviews that mentioned section, there are 13 terms highlighted here. We see the popular terms that are found most frequently was in the user’s comments at a glance. A brand can see what terminology customers are using most in each review. Let’s start by clicking on wish coffee. Since this phrase is a bit unclear.
All of the places the words appear within each comment are highlighted for easy reference here. We can also see that 1,614 reviews mention the words, wish and coffee, but we also can see that the phrase wish coffee altogether. It’s not being captured instead. Amazon is providing all the reviews to have both words in the comments either together or apart.
Now let’s look at the phrase, great coffee. Since this word combination has a positive and clear connotation at a glance. A person looking at this section will quickly come to the conclusion that I, lot of reviewers think this brand manufacturers, great coffee, a deeper dive into this phrase tells a different story.
When we click on the term, great coffee. We can see that over 3,300 reviews, feature the word. Great. And coffee. That’s expand the first comment to uncover what’s highlighted. We can see the term coffee highlighted three times, but what about the word? Great. We noticed the word great mentioned only once.
Although coffee is mentioned more often here, the user rights I brewed my first batch of this coffee and here it stays. I replied to the email was my personal description of the coffee. The context is generalized and not specific to this product. The word combination, great coffee is never used together.
This changes the context of the highlighted phrase. We can see here. The user has. I’m giving this five stars for great customer service was a good product. Although it’s a five-star review and a positive one, there is no specific reference about this product being great coffee, so it can be misleading.
And in the very next review, the purchaser opens up immediately by stating great coffee, referring to their product, actually being great. The context is right on point here. And 111 people found this helpful 460 people found the earlier more misleading review helpful. So it’s really important to dig into what the actual comment is before making a snap judgment of the keyword.
Let’s now take a look at a review that speaks to a feature of the coffee and not a person’s opinion here. We’ll dig into caffeine content. We can see that only 247 reviews mentioned this feature. This phrase delivers more direct feedback as relates to caffeine. So let’s see what we can uncover. It states here, the caffeine content was enough.
An eight people found it helpful. And here these next two reviewers are stating that it’s not enough caffeine. One reviewer states. I was disappointed from the lack of, I guess, boost from caffeine and the other states that it doesn’t give them the caffeinated joke they were expecting under each review.
A shopper can indicate whether the feedback was helpful, provide a comment or report or abuse. Three people found this review helpful, and one person commented. Let’s click on. And then click comment again to review the comment it’s from death, wish customer service, who has engaged with the satisfied customer to explain how a strong cup of coffee is brewed and the appropriate ratio of grind to water to achieve the best planed.
And knowing this information and the number of unhappy customers with the caffeine boost, the product provides the brand might consider including a graph or detail of how to brew in the enhanced content area to avoid any future customer displeasure. Here in this video, we’ve uncovered how important filtering the reviews are to find hidden customer feedback gems.
As we saw earlier, it’s extremely important to read the whole review and not just take the key phrase provided by Amazon at face value. Otherwise the context of the review might be misinterpreted.