Product review is a report/write up or a remark which may be accompanied by pictures/video, in which an expert/user gives an opinion/feedback about a product or compares the product with various similar products in the market, to help potential buyers make an informed buying decision. In other words, we can say that product review helps people better understand the product and help them to decide whether to own the product or not.
Various Product Manufacturer/e-commerce sites and service companies ask their customer to provide feedback on their product/services or third party product or services they bought or viewed on their website.
These feedbacks from a customer on parent site or third party site consists of Product Rating – products are rated up to 5 Stars based on the reviewer’s experience with the product.
Review Write Up – Through the rating reviewer represents its satisfaction level and to express his feeling or concerns he/she may write remarks note with added photos/video of a product containing the cause of their delight or dissatisfaction with the product.
Some products (usually newly launched) are reviewed by independent experts related to the product industry. The reviews of these experts based on their technical judgment and vast industry experience with similar product gives a fair idea about the product’s position in the market.
While giving a product review, the reviewer may consider a number of factors ranging from quality of product, durability, and cost compared to other available options to product delivery time and packaging. Product review acts as a tool for companies that can use it to make their product or service stand out in the market. Product reviews accompanied by pictures and videos tell a better description than those that are text only.
Product reviews play an important role in purchase decisions. Every company advocates their product to be the best but for an honest feedback, a potential buyer relies on the feedback/review of an existing consumer, who had already used the product or have good knowledge about related products. Since every product or services will have its pros and cons and know the pros and cons of particular product or service from the people who have experienced it first hand gives you the power to make an informed decision for your purchase.
Product reviews are an essential part of online store's, where the product is not tangible and the quality and reliability of the product can be best judged by reading what existing consumer of the product has to say about it. More than 90% of people read product reviews first and more than 60% trust a product with positive reviews. Before buying a Product or service, people want to gather as much information as possible about it and they are likely to use search for a term such as “product name + review” for getting the required information.
A healthy number of positive reviews and ratings indicate that the product is quite popular and has got a lot of satisfied existing users/customers, which acts as a buying motivation for a potential/new customer.
We have observed below correlation w.r.t product reviews and buying decision of a potential customer
|Product Reviews||Potential Customer Behaviour|
|Average Rating||No. of Ratings||Buying Decision|
|Low||High||Unlikely to Buy|
|Low||Medium, Low||Unlikely to Buy|
|Medium||Medium||Less Likely to Buy, check other Brands|
|High||Low||Less Likely to Buy, check other Brands|
|High||Medium||Likely to Buy|
|High||High||Most Likely to Buy|
Reviews give a boost to the ranking of any website/product listing, particularly for Google & Amazon. This is because product review is one of the major ranking factors of ranking algorithm of these companies.
While Positive reviews have the above advantages even negative or adverse reviews have their own importance. A negative review is a precursor to the improvements that can be done to improve the product and customer experience. These tell us about the customer expectation and often results in innovative changes which make product best sellers.
Product review on or through third party websites (Amazon, Flipkart & Google) are reliable & independent unlike Testimonial on any website which owner of that website controls. Product reviews are a major reason for consumers to love e-commerce companies like Amazon since there is an assurance that the product will live up to the expectation. Even people may be buying products directly from your website, but not before checking reviews about your products on Amazon/Flipkart or other such platforms.
A seller should be religiously following below, for effectively using product review as a medium for improving product sales.
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