Monday, April 9, 2018

How to Write Effective Product Reviews? (Apply CX and UX)

Hand of client giving a five star rating. Service rating, satisfaction concept
Product review writing requires not only personal experience, but also the value of benefit rated by other users as well. With hundreds of products available online, writing product reviews is not only a part of content marketing career, but it also helps e-commerce traders online as their products are rated high quality, usability and reliability.

Why content marketing is the future for your business?

Human-centered content takes the power play to write for products.  While content marketing drives sales it is quite an exemplary to set out for writing online for reviewing products that help buyers. But the unique aspect of difference is that, product review writing need to blend with the views, opinions and customer experience and user experience (UX).

What is customer experience (CX)?

According to Customer experience, it is defined as:

 Customer experience = Success + Effort + Emotion

It is also stated as The perception that customers have of their interactions with an organization

As the expectations of a customer with regard to products and services are rising high with the heavy use of mobile devices, it's quite challenging for a business to stay ahead of competitors and meet the demands of buyers.

How exactly, buying takes place online and what are the impressive factors that enable decision-making?
  • First of all, customer is identified with a need. Without the identification of needs, a product would not sell. 
  • Product design and engineering is way beyond the expectations of customer and it is most appealingly encouraging for making decisions to buy.
  • The quality and usability are long-lasting providing value for money.
  • Product is most reliable supplied by a reputed company.
  • The satisfaction is measured through reduced costs and efficient use resulting in customer experience.

In B2C segment that includes online shopping : 1.66 Billion people purchased goods online.
Retail sales amounted to USD 2.3 trillion and it is estimated that the growth would be up to USD 4.48 trillion by 2021.
In Asia Pacific, e-retail sales were accounted for 12.1 percent of retail sales in 2016 and 1.8 percent of retail sales in the Middle East and Africa.
In 2017 e-commerce sales worldwide amounted to 2.3 trillion dollars and e-retail revenues are projected to grow to 4.88 trillion US dollars in 2021.

Online shopping is one of the most preferred online activities worldwide. Countries that are leading in online sales are:
  • China : $ 672 Billion
  • United States: $ 340 Billion
  • United Kingdom: $ 99 Billion
  • Japan : $ 79 Billion
  • Germany : $ 73 Billion
  • France : $ 43 Billion
  • South Korea : $ 37 Billion
  • Canada : $ 30 Billion
  • Russia : $ 20 Billion
  • Brazil : $ 19 Billion
During customer journey, if a business is unable to deliver the high expectations and emotional engagement, it results in business failure.  Customer behavior and buying psychology has a direct impact on a business. 

What is user experience (UX)?

According to International Organization for Standardization, user experience is a “ person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.”

" If you can't explain it simply, you don't understand it well enough"

- Albert Einstein -

5 Tips for writing effective product reviews

Product reviews are a part of copy writing.  It's all about sales and selling products. When you write a good review, buyers are motivated and satisfied before proceeding to click for buying. Accuracy in writing is necessary.

The following are the tips to write good quality product reviews:

# 1. Focus on the reader

Understanding the interest and needs of a reader, reviews have to be written.  Answer some of their questions like - why this product? How it is interesting? How it satisfies their needs and wants etc., When your product review answers some of these questions, it motivates the readers for buying.

# 2. Stay focused with Long messages

Long sentences and long words are most preferable than short sentences and words. To achieve, style your writing in tune with reader's mind craft content accordingly.  Stay original and voice honest reviews in writing.

# 3. Sell don't tell

Serious writing talking about products that result in customer journey is required. Otherwise, content is never read. Sell the product highlighting it.

# 4. It's not about you ; It's always about the reader

To write a successful review, keep customer at the forefront and always think and write in terms of the buyer. The buying needs, goals, purposes, wants and needs of customer are a priority while writing.

# 5. Assess the thinking process

Unless a product review is satisfying, sales do not happen.  Examine and evaluate what reader thinks and feels about a product review. Write always what the reader wants to read.


Product reviews come out really well when your writing is aiming higher at the needs, ambitions, goals and interests of readers.  When you follow this formula you are sure to grow sales.

Read more:

10 Rules for complaint-free content for online business

4 Steps to follow for profitable freelance writing career

What are the writing opportunities available online?

8-Effective Tips for you while preparing emotional content?

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