Tips for Sourcing Valuable Product Reviews, Driving Sales

Tips for Sourcing Valuable Product Reviews, Driving Sales

An estimated 93% of customers read product reviews before they make a purchase. Yet while it’s obvious that product reviews add more transparency, which customers are looking for during their browsing and shopping experience, many companies still don’t prioritize reviews — or even consider them important. The truth is, online product reviews are one of your most underrated ecommerce tools for generating revenue and converting sales. In fact, online reviews can be even more important than brand loyalty, free shipping, product quality or even price.

Why are product reviews relevant?

If you see a trend in negative reviews, use it as an opportunity to grow.

Customers want to feel confident about a product before they buy it, and unbiased reviews help give them the reassurance they need. Reviews offer an unedited view of whether a product matches the description provided, and of your company’s credibility — especially on higher-priced, luxury products. Review volume is also important to customers. Spiegel Research found that as few as five reviews on one product could increase conversion by 270%.

Positive reviews can be used to highlight the benefits of your products, of course. Feature customer testimonials on your website or social media and use them in your marketing materials to show potential buyers what other people have said about your products.

Finding the positive in negative reviews

While customers find confidence in positive reviews, they tend to be wary if reviews are too perfect. Five-star ratings may be perceived as “too good to be true,” so a few negative reviews can actually lend credibility. One study found that 82% of customers actively look for negative reviews.

You can also use negative reviews to your advantage. If a customer has a negative experience with one of your products, don’t ignore them. Reach out to them as soon as you can and try to resolve the issue. This shows excellent customer service and that you are willing to stand behind your product. You can even respond publicly to reviews.

Pay attention to what people are saying about your products and use that feedback constructively. If you see a trend in negative reviews, use it as an opportunity to grow. Maybe there’s a problem with a specific product or your shipping process, or there’s something you can do to improve the customer experience or even the product development process. Maybe customers are suggesting that a feature be added, or pointing out a design flaw that you can fix. Negative reviews might just give you an edge to level up your product.

How to write a product review as a retailer

When writing product reviews as a retailer, it's essential to provide valuable information, highlight key features and present an unbiased perspective to assist potential customers in making informed purchasing decisions. Here are some guidelines to follow when publishing product reviews on your site or in your videos:

  • Be honest and balanced: Maintain objectivity and provide an honest assessment of the product. Highlight both positive and negative aspects, offering a balanced perspective. This helps build trust with your audience.
  • Focus on benefits: Explain how the product solves a problem or meets a need. Emphasize the benefits it offers to potential customers, touching on functionality, convenience, durability or user experience.
  • Use clear and concise language: Write or speak in a clear and easily understandable manner. Ultimately you want to use language that resonates with your target audience.
  • Provide supporting evidence: Whenever possible, back up your claims with evidence or examples. Include specific details, such as product dimensions, materials or technical specifications, to help customers make informed choices.
  • Address common concerns: Anticipate potential customer questions or concerns and address them in the review. This demonstrates your expertise and helps customers feel confident in their purchasing decision.

Product reviews offer numerous benefits for consumers and businesses alike. By following these guidelines, you can take advantage of reviews to enhance the overall shopping experience for everyone.

Known as the Queen of Wands, Carly S. is a pleasure educator, author of the blog “Dildo or Dildon’t” and a self-described bad bitch from the Bronx. Find her on social media @Makeupandsin. She is the product manager for Spectrum Boutique, social media manager for Nasstoys, and provides freelance social media and consulting services.

Copyright © 2023 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles


Logo Assessment: A Look at the Traits of Recognizable Logos

Creating a captivating logo is much like composing an orchestral masterpiece where the brand’s visual voice resonates as the leading instrument. In this intricate symphony of design, every single note — every color you choose, every unique character, every deliberate line or curve — plays a pivotal role.

Joe Powell ·

How to Outsmart an Economic Downturn With Retail Tech

As I sit and scan the retail horizon, it’s hard not to get caught up in the economic doom and gloom the mainstream news seems hell-bent on proliferating. Yes, we are in uncertain economic times. Yes, we have to be ready for anything.

Sean Quinn ·

Tips and Insights for Building Retail Success With Google Ads

Building a successful Google Ads campaign can be a time-consuming process, and tasks such as selecting the right setup and bidding strategy can feel overwhelming to those unfamiliar with the platform’s endless acronyms, like PMAX, SSC, LIA, DSA and ROAS.

Lauren Bailey ·

Boutique Blazers: A Look at How Savvy Indie Retailers Are Navigating Latest Trends

Despite the rise of the internet, online shopping and the explosion of social media galloping across phone screens at an unprecedented pace, the centuries-old brick-and-mortar method of retail maintains its relevance by offering unique in-store experiences.


Kix'ies Founder Samantha DeMartini Aims to Revolutionize Sexy Fashion

“I was 17 years old and getting in a boy’s truck for a ride home,” she recalls. “The most popular boy at school! But as I climbed in, my skirt got stuck in my backpack, exposing my ‘nylon butt.’ You know, when a girl’s rear end is smushed into a pair of high-waisted nylon tights.”

Colleen Godin ·

Dr. Picolya McCall-Robinson Aims to Improve Oral Sex With SugahLipz

Dr. Picolya McCall-Robinson first conceived her idea for an oral-sex enhancement product through her work as a licensed psychologist. She observed that many of her clients, individuals and couples alike, were struggling with questions, concerns and discomfort related to their sex lives — particularly oral sex.

Sofia Barrett-Ibarria ·

A Look at the Power of Exclusive Brands in Adult Retail

One of the biggest challenges facing both brick-and-mortar and ecommerce adult retailers is staying ahead of the competition — namely, megasites like Amazon and big-box stores that offer a vast array of products at substantially lower prices.

Hamed Bosset-Allen ·

How to Advise Customers on G-Spot Stimulation

The clitoris and the G-spot. Between them, these two anatomical features dominate both popular discourse about sexual pleasure and the world of adult pleasure products. There are countless toys designed to stimulate the clitoris and/or G-spot, whether separately, in succession or simultaneously.

Vanessa Rose ·

Circumventing Unfair Advertising Standards Against the Pleasure Industry

In 1964, a cinema owner was prosecuted for obscenity for showing Louis Malle’s “The Lovers.” The case became sensationalized news and went all the way to the Supreme Court. This led to Justice Potter Stewart nebulously defining “hard-core pornography” by originating the infamous phrase “I know it when I see it.”

Julia Margo ·

How to Introduce Shoppers to Shibari

As consumers’ curiosity about BDSM continues to grow, driving them to explore this kink more and more deeply, we are seeing demand for gear specific to particular activities. The market for rope play has been expanding — particularly due to interest in shibari.

Rebecca Weinberg ·
Show More