Signs it is time to revisit product reviews

Most teams know this matters. Fewer have decided who owns it. A few signals that product reviews is due some attention.

Trust does most of the selling online, and trust is built from unglamorous details. Doing this properly once is usually cheaper than doing it approximately three times.

The signals

• Nobody can say when it was last reviewed
• The answer depends on who you ask
• Reviews answer the questions your copy avoids
• A few critical reviews make the positive ones believable

The practical version

Reply to bad reviews in public, calmly. There is a version of this that is over-engineered, and it is worth avoiding. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.

The short version

Small percentage changes matter here because they apply to every order, every month. Three things worth confirming about product reviews before you move on:

• Someone can say what the current setup is without going to look
• Reply to bad reviews in public, calmly — and you know whether that is true here
• There is a way to tell whether the last change to this helped

If you want a second opinion on how yours is set up, ask.