Product reviews are like the heartbeat of online sales and affiliate marketing. Get the right review, and your products will fly off the shelves faster. Mess it up, even just a bit, and you might not be able to get customer again.
Numbers don’t lie, and here’s a jaw-dropping story. Most people today heavily depend on product reviews to figure out if a brand is trustworthy, if a website is worth visiting, or if they should place an order. Recent stats reveal that a whopping 95% of customers read product or brand reviews before hitting that “buy” button. And get this, 72% won’t make any kind of purchase without thoroughly going through reviews.
In a recent survey, a whopping 91% of folks aged 18-34 said they trust online reviews just as much as a personal recommendation from a friend .
So, be honest, have you ever checked out what others are saying about a product or company before hitting that “add to cart” button? I know I do, especially for anything beyond small purchases. Sometimes it’s the reviews right on the site (like Amazon), and sometimes it’s off-site reviews, like dedicated review websites, YouTube videos, or social media posts sharing experiences with a product or service.
If I come across a brand I’m not familiar with, or haven’t dealt with before, I like to read what people are saying about them. Are they trustworthy? Do their products match the descriptions? How’s the delivery process, and what’s their customer support like?
According to research from Finances Online, 40% of people avoid businesses with negative reviews, while 68% actively choose businesses because of positive reviews.
Given the significance of these reviews statistics, highlighting how crucial reviews are for your brand or business, let’s dig into what it takes to leverage online reviews. In this article, we’ll explore the best way to structure an online product review, point out common mistakes, and share some insider tips.
Read also: how to write review request with templates
5 Types Of Review
Reviews come in five different types, and before you start writing your own, it’s essential to understand these distinctions. Why? Because each type serves a unique purpose, appeals to a different audience, and has distinct expectations and requirements.
So, what are these five types of reviews, and how do they differ?
- Expert Reviews
Imagine someone who really knows their stuff, like Lewis Hamilton, checking out and talking about the latest Mercedes-Benz. That’s what we call an expert review. It’s like getting advice from someone in the know – great when you’re thinking about splurging on something pricey. These reviews, often done by well-known figures, carry a lot of weight. They’re thorough and detailed, aiming to inform rather than persuade.
- Affiliate Reviews
You’ve probably seen these all over the internet. Affiliate reviews come with special links and usually paint a rosy picture of a product. Sometimes, they might throw in a few negatives but offer a better option. These reviews are like mini promotions, usually ending with a plea to buy the product. Some reviewers might not even try the product; they just gather info from the web.
- Buying Guides
These are different from your regular reviews. Buying guides give the lowdown on various products, helping you decide which one to go for. They’re handy for affiliate marketers, letting them showcase multiple products in one go. They’re often like side-by-side comparisons, listing features, prices, and even scores. The cool thing is, they give you quick info at the start, making decisions easier.
- Customer Reviews
Ever checked out what others are saying about a product on Amazon? That’s customer reviews – the real deal from people who’ve used the product. These can swing opinions because almost half of people see them as important as a friend’s recommendation.
- Blogger Reviews
Imagine your favorite blogger or influencer trying out a product and telling you all about it. That’s a blogger review. Companies might send them stuff, or they might just buy things themselves. These reviews are extra detailed because bloggers often show how they personally use the product. It’s like getting advice from a friend who really knows their stuff.
How to Write an Excellent Product Review to Improve Sales
Some reviews are meant to let people know about a product, while others are there to get more people to buy it. If you’re an affiliate marketer, it’s crucial to write reviews that actually lead to sales. Check out our step-by-step guide to make your reviews more effective.
- Show You Know Your Stuff
Tell your readers why they should trust what you’re saying. Share a bit about yourself and your experiences. It’s like choosing between getting advice from a seasoned pro with lots of real-world experience or that person at a party who’s always hyping up the latest thing. You can do this by adding a short bio with a picture, like the examples shown.
- Organize Your Review Clearly
How you structure your review really matters. If it doesn’t make sense, people might just click away and check out what your competitors are saying. There’s no fixed way to do it, but make sure your review flows logically. Some start with a quick summary and then dive into details, while others go feature by feature before wrapping things up. Adjust it based on what works for your writing style.
- Include Pictures
A good picture is worth more than a thousand words, right? If you’re reviewing clothes, show how they look when worn. If it’s a camera, include shots taken with it. Sometimes, even audio or video examples can be a game-changer, especially for things like microphones or cameras. People often prefer seeing and hearing instead of reading a thousand words of description.
- Be Honest and Suggest Alternatives
This might sound a bit odd, but being overly positive in a review can make people suspicious. Nowadays, many online users can spot when someone’s just trying to sell them something. So, even if you really like a product, throw in a few criticisms. For example, if it’s a great product but a bit pricey, mention that. It adds a touch of honesty and connects better with people who are naturally skeptical online.
Likewise, bringing up alternative products indicates that you’ve thoroughly researched and aren’t just echoing the manufacturer’s pitch. It shows that you’ve taken the initiative to compare the product with others, offering a balanced evaluation.
This approach may seem a bit critical initially but ultimately reinforces your recommendation for the main product.
5. Use Visual Ratings
A picture is worth a thousand words, especially in reviews where quick understanding is crucial. Many folks today prefer reviews with visuals like star ratings. Interestingly, both Google and Amazon suggest starting reviews with just a star rating, and you don’t need to add much else.
When crafting your reviews, consider breaking down categories like ‘Value for Money’ and giving star ratings to each. While one big star rating might catch the eye, adding specific categories, as shown above, gives a more balanced and fair review. This helps customers compare similar products based on what matters most to them.
Star ratings are common visuals, but there are other options too.
6. Include A Summary
In the online world, where people often scroll quickly, summaries are a game-changer. You might have seen TL;DR, which means “Too Long; Didn’t Read.” This shows how little time many spend on a post, article, or review. Despite having a detailed main review, a quick summary is crucial. Most readers are after key points like cost, reliability, value for money, ease of use, or features. So, along with all the details and stars, add a short summary, ideally one paragraph, right under the star ratings. It makes things clearer for readers.
7. Include An FAQs Section
Even if some things in your FAQs repeat what’s in your main review, it’s still really important. People often check out reviews because they have specific questions about the product. If they find the answers in the FAQ section, they might decide they’ve got enough info to buy (maybe by clicking the affiliate link you put in!) or they might keep reading your review.
A good tip here is to write your questions in a way that matches how people usually ask on Google. Also, make them into headings on your page. This gives you a better chance of not only having your review show up in a search but even having that FAQ show up right at the top of the search results.
If you’re not sure what questions to include in your FAQ review, try looking at relevant forums, YouTube comments, and even the questions at the bottom of Amazon pages.
8. Add A Clear Call To Action (CTA)
It’s pretty obvious that you should always have a clear Call to Action (CTA) in your review, with your affiliate link in just the right place. But where’s the right place?
Maybe right at the bottom? Or right at the top?
There’s no one right answer, but there are some things to keep in mind.
First – keep it the same. Part of what made Amazon so popular is that everything looks the same. Everyone knows where to find the product description, images, quick summary, reviews, questions, and the ‘Buy’ button.
So, make sure your reviews all look the same, with your CTA buttons looking alike and in the same places in each review.
Second, either use more than one CTA or ‘Buy’ button or have it in a floating bar so it’s always there as people read through your review.
There are key spots that make sense to have a ‘buy’ button right after. These include the star rating and summary section at the top, the full review, and after the FAQ section at the bottom. These three places just make the most sense to think about adding your buttons.
