The Ratings & Reviews Playbook
Expert advice, valuable tools and detailed research to help your brand build and leverage reviews to life sales and gain valuable consumer insight. Bookmark this page as we'll be updating it regularly.
Online ratings & reviews matter. They impact your sales, traffic and conversion — online as well as offline. In fact, 69% of consumers shopping in stores prefer to look up product reviews on their smartphones instead of speaking to a store associate (RetailMeNot data).
Our research shows that adding just one review to a product will almost double your sales on Amazon, and going from 1 review to 50 reviews will double it again.
These findings underscore how crucial it is for brands to not only have a ratings & reviews strategy in place, but also benchmarks and goals to shoot for.
PRO TIP:
Increasing the number of product reviews can drive more traffic and conversions to your page. Ratings & Reviews are displayed on your product’s thumbnail in Amazon’s search results. This allows shoppers to quickly eyeball the average star rating and review count, and justify clicking through to your product page. Download the report to learn more.
From the experts: Finding value in ratings & reviews
Utilize reviews as valuable sources of consumer insight.
Combing your retailer sites for "golden nuggets" of consumer insight that can inform and innovate your marketing campaigns.
Featuring Surabhi Pokhriyal, Global Head of Digital Commerce at Colgate-Palmolive
Leverage reviews to improve product content.
Use reviews as a market research tool to inform
product pages. Brands can address consumer
confusion or pain points coming out of reviews to
modify their content and messaging.
Featuring Mike Black, CMO of Profitero
SOURCE: FirstMovr JBPx eCommerce Growth Summit
With the Profitero app, you gain access to:
Daily ratings & reviews insights for 600+ retailers:
- Boost sales by making sure your review count and ratings are up to category benchmarks
- Find patterns in reviews to help fix product content or bring new products to life (NPD)
- Take action quickly by getting daily alerts when new negative reviews hit
Top ratings & reviews use case
Identifying Product Issues
With the Profitero app, you gain access to:
Customer Loyalty Analysis
Track consumer switching and retention patterns along with ratings & reviews analysis to understand how common brand switching is in your category, and the reasons why consumers are switching brands.
Benefits:
- Understand when brand switching & substitution is happening
- Diagnose reasons why consumers are switching to other brands, e.g., lower prices
- Identify which of your categories and brands are most at risk
- Track trends to pinpoint any changes in unique vs. repeat customers
With the Profitero app, you gain access to:
Initial eCommerce Assessment & Business Review
Get a snapshot of your digital shelf health and performance — including Availability, Product Content, Placement, Ratings & Reviews — along with a list of immediate product-level actions to focus on.
Benefits:
- Make your team and decision making more efficient and effective
- Drive online sales by prioritizing product-level actions where it matters most
- Identify which retailers / categories / brands are holding back your eCommerce growth
- Understand the best actions to take based on your Amazon Traffic & Conversion data (if applicable)