Using your reviews to improve your sales

Welcome to the bring your product idea to life podcast. This is the podcast for you if you're getting started selling products or if you'd like to create your own product to sell.

I'm Vicki Weinberg, a product creation coach and Amazon expert. Every week I share friendly, practical advice as well as inspirational stories from small businesses. Let's get started.

Hello, and welcome to another episode of Amazon made Easy.

So today we're going to talk about your Amazon reviews.

We've already had an episode fairly recently about how to get more reviews, but today I want to talk about what to do with the reviews you get on Amazon and how they can be much more valuable to you than just providing social proof for other customers. Because obviously reviews are great.

They tell other customers that your products.

Are great and they can help with conversions. But let's say you've done lots of.

Hard work into actually getting some more reviews on Amazon.

Today I wanted to share some ways you can use those reviews to further.

Enhance your ads, your product listings, and.

Hopefully help you sell even more of your products. So have you ever thought about how.

Valuable your Amazon customer reviews are?

Obviously, as I've said, they're great for building trust, but have you thought about the fact that they are also a goldmine of insights that can help you.

Refine your strategy and drive even more sales?

And today I have three really quick, really actionable tips for you of the.

Things you can do with the information you find in your product reviews.

So the first thing you can do is take keywords from your reviews and.

Use them in your listings and in your ads.

So customer reviews often include the exact.

Words and phrases that customers use when they're describing your product.

So if you look at your positive reviews, you might see recurring words like.

Durable, easy to assemble, easy to understand. Obviously, it's all that fits. Well, obviously, this really depends on what your product is. But if there are things you see.

Coming up time and time again, you.

Can add these to your product title or your bullet points or your description.

Wherever it most makes sense, obviously, for better search visibility.

So if, for example, the word, let's say the word durable comes up a lot when people are talking about how.

Great your product is. Durable might be something you want in.

Your product title because obviously, if lots of people are saying it's brilliant, this product is durable, that's telling you that your customers think that you're a is really important. So that's definitely something to include.

And you can also use these terms and phrases in your Amazon ads to.

Target the language your customers are using. So for example, if your customers frequently.

Mention the compact design of your product, you might want to use long tail.

Keywords, long tail phrases in your sponsored ads campaign related to that. So you would need to do a bit more research and find out exactly what they are.

But knowing the things that your customers.

Find important can tell you that actually.

These look kinds of things they're possibly searching for when they're finding your product. So my next tip is something that.

You can do again with your product.

Listings is think about the key benefits that your buyers love. So as we've said, your reviews tell you what customers value most about your product and perhaps in ways you haven't even thought about.

So coming back to my example of durability, hopefully you knew your product is durable, but let's say that isn't something.

You'Ve actually been highlighting because for you it's just, you know, your product happens to be durable, but you can see.

From your reviews that customers are like, this is brilliant.

It's so durable, it lasts a really long time.

If that's not already in your listing, you definitely want that in there because what that's telling you is that this is really important to your customer.

So go through your reviews and identify the benefits that come up most often in the positive reviews and update your titles or bullet points to focus on the things that resonate with your audience. So this is slightly different to keywords.

We're not looking necessarily for the things.

That people are searching for in the search bar. We're looking for the things that matter.

To your customers because they're telling you I like this product because.

And a really great thing you can.

Do, go for your positive reviews, make a, maybe actually make a list of the words that come up.

So whether it's durable, whether it's great.

Taste, whether it's easy to use, whatever it is, maybe do a little tally.

Tick off how often people say each one and then make sure the top.

Ones are included in your text and as particularly in the, in, you know.

In the title of your product. And actually a little bonus tip for.

You here, if you're adding features to.

Your title, think about the order of.

Importance and actually this goes to a product.

This is a great tip because it.

Applies to your product titles.

At any point, maybe you've only just.

Written your titles, but what you want.

To think about is that your product titles, the end of them is actually.

Cut off in search.

So if you look at any product.

On the Amazon search results page, you.

Will see the first, I'm not sure how many characters, but the end of.

The title is always cut off.

So make sure your key points are upfront and make sure the most important word phrase information isn't at the end of your title.

Because unless a customer clicks for your list to your listing, they probably won't see that.

And maybe coming back to the things customers love about your products, maybe there.

Are ways that they use your products.

That you didn't expect or intend. Now, if this is the case, it's up to you if you want to.

Tweak your listing to include this.

So as an example here, I worked.

With a brand who had these mats you would put on the floor under a baby's high chair to catch spills.

And lots of customers in reviews were talking about how they were using them for messy clay.

Now, this brand decided, okay, we're going.

To actually include this as another way.

That our products can be used. And we're actually going to talk about this in our listing because what we're.

Seeing from our reviews is our customers telling us this is how they're using the product.

However, I think it's equally okay to go. Do you know what?

Customers might be using it for this.

But I think the messaging might get a little confused. And we're just going to keep the messaging as, you know, it is what it is, and that's entirely up to you.

But either way, this is great information to have, isn't it? Isn't it good to know how customers.

Are using your products, particularly if they're.

In ways, like I say, that perhaps weren't intended. And it might not be that you.

Want to make huge changes to your.

Listing to reflect that. But maybe you might want to add an extra image of like in this example, maybe the customer, the client.

So we could have added an extra image of a child doing some painting with, with this mat on the floor or using social media posts or.

You know what I mean?

There's loads of ways you can use this. But the point I'm trying to make here is that the information you get in your reviews is so, so valuable and you can use it as well.

And then finally, let's talk a little bit about the negative reviews. I don't like to talk about negative reviews. I hope you haven't had many negative reviews. I'm sure you don't. I'm sure your products.

And you're getting mainly positive reviews, which is fantastic.

However, I think all of us are always going to have a certain number of negative or perhaps Even neutral reviews.

Because that's life, isn't it?

However, we can use this to our advantage. So you can address any common concerns.

You know, anything that's coming up in.

Your, in your reviews as negative or even neutral that can tell us that maybe there were gaps in your product listing. And then you can improve your listing to fill in those gaps, address these concerns.

So what I would suggest doing is look at your lowest R rating reviews and look up to see if there are any recurring concerns, misunderstandings, you know, what, what are the things people are.

Saying they don't, they don't like.

And then you can use this feedback to maybe clarify the product details. You could maybe add missing information. You might even add an FAQ section to your A content. That's something you can do.

Because if reviewers are mentioning as an example, confusion about sizing, let's say, let's.

Say reviewers, a lot of your reviews are saying, oh, this product comes up small.

Well, actually you could do some things about that.

You could put something in the text.

That says, you know, this item comes up small. We suggest you size up. You could include a really clear size chart.

You could include information of how to measure yourself for the product.

As an example, if you sell a technical product and maybe you're getting lots of returns because people don't understand how to use it, or you could think about maybe including a video on your.

Listing showing the product being used, or.

Maybe some more graphics, or maybe it.

Leads you to think, actually there's nothing wrong with the product listing, but maybe.

The instructions that come with the product aren't clear enough.

And my point here is that all.

Of this information is really invaluable because it will hopefully help drive sales, get.

Your returns down, and also reduce the number of negative reviews.

Because sometimes when you receive a review, and I mean, I look at so.

Many reviews on Amazon and often I'll.

See a negative review and it will.

Say something like, oh, this is much more than I expected.

And you know, things like that can be got around.

I actually had a client who had.

This exact same, had the exact issue.

And they sell books that are really small.

So they're pocket sized books and lots of people were buying them and saying.

Oh, these books are really small. So how we got around that was adding a picture to the product listings. First of all, one showing the book.

On a table and I can't remember.

What item was next to it, but.

It kind of gave you a sense of the scale of the book and then another image of the book in Someone's like, top, jacket pocket. Because that really then showed, okay, this is a pocket sized book. It's smaller than an average book.

And you know what, just doing those.

Things really reduced, like I say, negative reviews and returns as well because people finally got, oh, okay, you're not just calling it a pocketbook. This actually means it's a book that fits in your pocket. This is the size of it.

Because even though the dimensions were on.

The listing for some reason, it was something people were missing that they just didn't understand the phrase pocketbook.

So by adding these additional images, it really, really helped.

And this is the kind of thing.

That you can do if you're getting any reviews that are less than perfect.

To, you know, think about what can I add to my product? My packaging, my, the information that goes in my product, my listings, my images.

What can I do to really help the customer get a great, you know, expectation of what this product is, what it does, help them make the right decision, as I say, and reduce the returns and the negative reviews.

So please do take some time to.

Review your reviews, sorry for the pun.

And see what insights you can take.

That will either help improve your listings.

Or refine your ad strategy. And just a few small tweaks can really make a big difference in helping.

Your product stand out. Converting more customers, increasing your sales, reducing returns.

So there's lots and lots of benefits for doing this. If you have any questions, of course.

You can contact me, it's vickykiwinebag.com and.

I would always love to know what you think of these episodes. So do get in touch, do get me, let me know and I will.

Speak to you again next week where.

I'll be covering what to do if.

You run into problems selling on Amazon because as you can imagine is quite a common thing. And I'm going to talk all about.

The kind of issues you might encounter.

Selling on Amazon and what to do if you do run into any of them.

So I really look forward to speaking.

To you next week.

And of course, course I have a great guest on the podcast this Friday as well.

So do listen into that as well.

Have an amazing rest of the week.

Speak to you soon.

Thank you so much for listening. Right to the end of this episode.

Do remember that you can get the full back catalogue and lots of free resources on my website, vickyweinberg.com Please do remember to rate and review this this episode if you've enjoyed it and also share it with a friend who you think might find it useful. Thank you again and see you next week.