What motivates customers to purchase a product from your eCommerce store? Of course, dozens of factors play a role, and one of them is the description of your product, otherwise known as the product review.
You want your business to be successful and profitable, yet you just copy and paste your descriptions from the internet? No wonder you’re not selling as much as you could. Let’s learn how to write a product review together.
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How to Write a Product Review That Sells: 8 Ideas
- Start With a Short Introduction
- Know Who the Product Is Suitable For
- Present a Solution
- Use a Pros & Cons System
- Compare With Other Products
- Explain the Features
- Include Social Proof
- Add Real Images or Videos
1. Start With a Short Introduction
You might be tempted to write a long, descriptive introduction of your product. However, that might not be the best approach. It is much better to keep your introduction short – under two paragraphs, and try to engage the reader.
It also helps to present an outline of what the user can expect to find in the rest of the review. For example, if you’re writing a product review about a smartwatch, you can structure it like this:
The Fitbit Versa 3 has the best battery life since Nokia 3310. Our review showcases its features, pros and cons, who it is most suitable for, and a short video where we test its ability to measure blood oxygen levels, and accuracy of distance tracking.
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2. Know Who the Product Is Suitable For
Trying to sell sand in the desert is probably not the best decision one could ever make. Likewise, recommending an inappropriate product can have a negative impact on your business, since people can get irritated or even offended.
Rather, try to target the audience the product is meant for. Use a straightforward approach by directly mentioning in the review who the product is best for. For instance, write: best for beginners, best for small businesses, or best price-quality ratio.
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3. Present a Solution
More often than not, users are looking for a solution to their problems. How to write a good review of a product? One of the main points is to emphasize on the benefits and real-life applications.
For instance, are your customers having trouble getting quality sleep?
If so, let them know that your aromatherapy diffuser will help them get better sleep.
Are they having issues managing their projects? Stress the fact that your product can help them organize their projects better.
Be specific, there’s nothing wrong with that. In fact, users appreciate such an approach more than ever. Remember, it’s 2023 and customers want personalized content.
4. Use a Pros & Cons System
The pros and cons list system is not an innovative concept, yet a lot of companies ignore it. They probably think that acknowledging any of the negative aspects of their products will decrease sales?
Well, no. Actually, users will appreciate an honest, unbiased opinion, since nothing is perfect.
Stating that you offer a flawless easy to use product, only for people to then start complaining about missing features or that something is not working properly, can be much worse than acknowledging that a product is not perfect.
It is also false advertising on your end, and once customers lose trust in your brand, they’ll likely never do business with you again.
Don’t be afraid to create pros and cons lists. Of course, don’t include things like “costs too much”, since you own the product and dictate the pricing. A better example would be to state that a kitchen robot, for instance, is not suitable for beginners.
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5. Compare With Other Products
Consumers will do their own research, and compare prices, quality, etc. It’s much easier to keep them on your website, and directly let them know how the product compares to similar ones on the market.
It can be a comparison to other products you offer, in which case it’s a win-win scenario. What’s more, it adds the psychological moment of users shifting the question in their minds from “Should I buy this product?”, to “Which of these should I buy?”.
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6. Explain the Features
If you want to write the best review for a product, you must always think about those users who are seeing it for the first time, and have no previous experience or knowledge of how it works, or what it is.
Again, emphasize the core features of the product, or those that directly solve the problem your users are facing. After that, explain how the product works in practical, real-life situations.
7. Include Social Proof
The greatest product reviews always include social proof by featuring what people that have used the product have to say about it (I’m looking at you, Amazon).
93% of online shoppers read online reviews before deciding to buy a product, and 93.4% of them rely on reviews when shopping online from a place they’ve never been before.
Knowing this you should definitely consider adding customer reviews if you haven’t already. It’s great for business and there’s nothing to be afraid of, especially if you are convinced about the quality of your product.
8. Add Real Images or Videos
Another great product review idea is to add authentic images and videos, whenever possible. Such media helps users to get an even better understanding of how your product works, and presents a trustworthy depiction of how it performs in real life.
Pre-made videos from companies that showcase products are often manipulated to demonstrate how awesome something is, when, quite often, it’s not how it looks.
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What Are the Benefits of Writing Product Reviews?
To those still uncertain about the advantages of writing product reviews, here are the main benefits, in a nutshell:
- Generate more sales. Granting users the ability to make an informed decision increases your chances of turning them into customers.
- Build trust. Writing honest, and detailed product reviews helps you connect with customers. They get the feeling they can trust their decisions, and are likely to become loyal customers.
- Establish credibility. You gain the reputation of a trustworthy and credible place to shop. Once users believe you are a credible and trustworthy store, they are more likely to recommend you to friends and family.
- Increase brand awareness. People will recognize your brand as a great place to come and shop, being able to completely understand what a product does before they decide to buy it.
Examples of Great Product Reviews
Here you can see the Adidas Ultraboost Clima Shoes. The description has all the main features of the shoes, including who they are most suitable for (neutral shoes for the ultimate runner), and how they support natural movement, and enhanced breathability.
Another good example of a product description comes from this perfume. It has a short and straight to the point copy that tells a story. Additional information can be found under the separate menus, and it has a star rating.
In this example, the dress is targeted to women who want to look like a movie star. On top of that, you get recommendations on similar items, a rating system, and a “love it” button with a counter next to it, indicating how many people have appreciated the dress.
Hopefully, how to write a product review is now a topic you better understand. It’s not that hard once you get the hang of it, and realize the essentials you need to cover.
Always be open to customer feedback, and don’t let any bad reviews discourage you from achieving your ultimate goal – selling more products than you can imagine.