Product reviews are a solid strategy to boost social proof and trust.
But how often do you review your reviews?
I'm not talking about a moderation strategy or responding to negative reviews.
I'm talking about, how often do you look at your reviews as a way to better understand your current customers, with an eye towards improving things for future customers?
Or put another way, are you using your customer's reviews as a source of information to influence your product design, packaging, or even marketing?
Reviews can be a rich source of inspiration.
But you shouldn't only look at them once and forget about them.
Take the time every now and then to read back through them and take notes.
What's mentioned frequently?
Are there common emotions or passions present?
What went wrong for a customer?
Even if you're short on time, this review could spot things to improve that you're unable to see. You are so close to your own business that you might miss something everybody else sees.
If you're looking to compliment that research with a more numbers based-data option, Repeat Customer Insights might be able to help you identify customer behavior. Both styles are useful (numbers-based data and feeling-based data) and when they are combined they can work really well.
Eric Davis
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