Five mistakes teams make with product reviews
We end up explaining this on discovery calls often enough that it deserved writing down. These are the ones we run into repeatedly when we audit product reviews.
Small percentage changes matter here because they apply to every order, every month. It is the sort of thing that looks like polish right up until it costs you an enquiry.
Where it usually goes wrong
- Treating it as a launch task rather than an ongoing one
- Assuming someone else already owns it
- Reviews answer the questions your copy avoids
- A few critical reviews make the positive ones believable
- Never checking whether the fix actually worked
Reply to bad reviews in public, calmly. In practice this is a scheduling problem more than a technical one. It rarely shows up as a line item, which is exactly why it slips.
Where to go from here
How to tell if yours is fine
Trust does most of the selling online, and trust is built from unglamorous details. Three things worth confirming about product reviews before you move on:
- Someone can say what the current setup is without going to look
- A few critical reviews make the positive ones believable — and you know whether that is true here
- There is a way to tell whether the last change to this helped
Pick the one that would hurt most if it failed, and start there.