Getting Better Quality Reviews

Let’s look at these 2 reviews:

A: Generic and just adds cognitive load:

Chubbies_Review.png

B: Specifically addresses shopper concern about mattress delivery to buildings (Narrative Control):

Review_Leesa.png

Which one do you like better?

Instead of sending out a generic post-purchase email that says, “Hope you are enjoying product X, please write a review” study the product and the reviews you have already collected. Is there a feature that isn’t talked about enough? Is there a feature that is unfairly criticized by a tiny minority? You can identify 15 such scenarios specific to you.

Now that you have the most promising ideas craft a review request email.

Look at an example CAMINO CARRYALL 35 on Yeti.com is marketed as a rugged bag. But most of the reviews don’t talk about that feature. So what can one do? Simple, send an email to people who purchased the bag in the last 6 months. Here is my example email:

Subject: Camino Carryall is rugged, right?

Hi, Steve.

You’ve had your Camino Carryall for the last 6 months. We hope you’re using the heck out of it. We also hope you’ve been rough with it because ruggedness is a feature engineered into the bag. But you know what? We have 853 reviews and only 6 talk about the ruggedness of the product. That sucks because we went through 38 prototypes just to maximize ruggedness.

If you’ve taken the bag through the paces we would love your feedback on the ruggedness of the bag.

[review link]

We need your help, Steve.

Regards,
CEO

This email works for a number of reasons:

A: We’re asking Steve for a very specific thing
B: We’re challenging Steve to tip the balance of ruggedness reviews (they’re just 6 right now)

2 comment

2 Replies to “Getting Better Quality Reviews”

  1. I do like the concept of very directly, personally engaging the customer on a specific aspect of the product. I think that will pay dividends over simply asking them for a review.

    But isn’t this sort of contrary to the advice in some of your earlier posts? Previously, you had warned against emphasizing the importance of a feature that buyers don’t really find that important. I would suggest that if only six of 853 reviews of the Camino Carryall mention how rugged it is then either that is not an important feature to the buyer or the buyers perceived it is not nearly as rugged as Yeti suggests. In either case, stacking the reviews to support this feature might not have the hoped-for impact.

    1. Hi, Chris. Appreciate your comment and your reference to a possible contradiction. I guess it depends on what the retailer wants to focus on. I would only expect YETI to update their review request email if they strongly felt an important feature wasn’t being talked about. Sometimes nudging helps the buyer think about a feature they actually do care about but would have missed mentioning on their own.

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