At a certain stage of making a purchase decision, visitors to online stores find it very useful to have an overview of the product group of interest. What are the characteristics of products from the group under consideration? How does one product in the group differ from another? Which product from the group to prefer? All of these questions can be answered by special product reviews. Read on to learn how to do such reviews for your online store.
Before you undertake to write reviews of products for your online store, you should first of all decide on the desired format of the review. So, today reviews can be:
- Single, when the review is completely devoted to information about only one product;
- Comparative – when a review looks at several similar products from one manufacturer;
- Competitive – when a review looks at similar products from different manufacturers.
Reviews, regardless of their format, should not be advertising, their goal – to clarify the potential buyers what the pros and cons of this or that product (group of products), to highlight the main characteristics of the product or products under review. At the same time reviews, on the one hand, should be based on actual practice of using the goods, and on the other hand – must be objective. For example, it is unacceptable to compare products in a review on the basis of “like/dislike”.
The structure of product reviews for online stores can be different, but in most cases it includes several main blocks.
Introduction
This block includes a brief description of the subject of the review. If the review deals with a single product, it is useful to indicate in this block why the product may be of interest to potential buyers. For example, if the item is the flagship in the line, new to the brand’s range, a hit or the cheapest in the series, it really deserves a detailed review.
General description
Depending on the type of product or products being researched, such a block may include data on appearance, technical characteristics, composition, etc. The description should give potential buyers an idea of the product/goods in question, and for a detailed study of all the characteristics of each product, it is better to provide links in the review to the corresponding product cards of the online store.
Characteristics
Such a block can include information on all the features that distinguish the product or products in question from their “counterparts”. For example, it could be differences from older models in the product line, or differences from similar products of a competing brand. If the product was created using innovative technology, or, say, with the involvement of opinion leaders in the niche, it too can be specified as a distinguishing characteristic.
Advantages and disadvantages
If a comparative or competitive review is written, then it simply can’t do without this block, and in the case of a single review, it will also be useful. It is really important for potential buyers to know the pros and cons of a particular product in order to make an informed decision about the purchase. Here it is important to note that both advantages and disadvantages of the subject of the review should be indicated as objectively as possible: if some product has no disadvantages at all, it makes potential buyers wary.
Conclusion
In the final part of the review of goods in the online store is supposed to summarize, to draw conclusions. For example, as part of the conclusion you can summarize the information about each product under review, give him an assessment. If the nature of the review involved comparing products on different characteristics and scoring, then this block should indicate which product got the most points and why.
The ideal way to get product reviews for an online store is to have them written directly by customers. In this case the data will be supported by the practice of using the goods, and thus will be more useful for the target audience online store. But, of course, few buyers will be interested in just wasting time and effort on writing a full review, and therefore you can offer in exchange for the review some bonuses or even prizes.
