Generating Product Reviews with Feedback Genius

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Transcript of Generating Product Reviews with Feedback Genius

  • GENERATING PRODUCT REVIEWS WITH

  • Jeff Cohen DIRECTOR OF BUSINESS DEVELOPMENT

    MORE THAN 13 YEARS OF WORK IN E-COMMERCE

    ONLINE BOOK SALES AND SPORTING GOODS

    STARTED AND MANAGED TEXTBOOKS.COM

  • Born From Amazon Sellers

    AWARD WINNING INNOVATION

    ILLUSTRIOUS EDUCATIONAL CONTENT

    DEDICATED CUSTOMER SERVICE

  • Agenda WHY REVIEWS ARE IMPORTANT

    HOW TO GENERATE REVIEWS

    ELEMENTS OF A GOOD/BAD EMAIL

    EXAMPLES AND TIPS

  • Why Reviews are Important

    1. AMAZON SEARCH2. TRUST

    3. REPUTATION

  • Amazon - Size Matters! $78 BILLION IN 3RD PARTY SALES - 2014

    253 MILLION PRODUCTS ON AMAZON

    2 MILLION 3RD PARTY SELLERS (AND GROWING)

    AMAZON SALES ACCOUNT FOR $148 BILLION OF THE TOTAL $300 BILLION IN US ONLINE SALES

  • [1] Eric Schmidt - Google

    ALMOST A THIRD OF PEOPLE LOOKING TO BUY SOMETHING STARTED ON AMAZON--THATS MORE THAN TWICE THE NUMBER WHO WENT

    STRAIGHT TO GOOGLE[1]

  • Amazon Search

    THE BEST PLACE TO HIDE A DEAD BODY IS PAGE 2 OF AMAZON SEARCH

  • http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

    http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

  • Trust - Do You Trust Reviews?

    ACCORDING TO A NIELSEN STUDY, 92% OF CONSUMERS TRUST PEER REVIEWS AND WORD OF

    MOUTH OVER ANY TYPE OF ADVERTISING.

    http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

  • Reputation

    CONSUMERS WILL START AT AMAZON AND LOOK FOR YOUR SITE

    CONSUMERS WILL START AT YOUR SITE AND THEN LOOK TO AMAZON

  • What Amazon Says About Reviews YOU MAY REQUEST REVIEWS FROM A BUYER

    HOWEVER...

    ANY ATTEMPT TO MANIPULATE REVIEWS IS PROHIBITED!

  • Things That Will Get You In Trouble YOU MAY NOT WRITE REVIEWS FOR PRODUCTS

    IN WHICH YOU HAVE A FINANCIAL INTEREST YOU MAY NOT PROVIDE COMPENSATION FOR A

    REVIEW OTHER THAN A FREE OR DISCOUNTED PRODUCT

    YOU MAY NOT ONLY ASK FOR POSITIVE REVIEWS

    YOU MAY NOT ASK A BUYER TO REMOVE OR EDIT NEGATIVE REVIEWS

  • Reviews - KISS

    HAVE A GOOD PRODUCT TO REVIEW

    ASK FOR A REVIEW

    MAKE THE REVIEW PROCESS SIMPLE

  • Why Give A Reason Why!

    PEOPLE WILL HELP OUT OTHER PEOPLEHUMAN NATURE DICTATES THIS.

    PEOPLE TYPICALLY DONT WANT TO HELP OUT BIG CORPORATIONS.

  • Make It Personal TELL THEM WHY THEIR REVIEW MATTERS

    LET THEM KNOW YOU ARE A REAL PERSON

    GIVE THEM SOMETHING THEY ARE NOT EXPECTING

    SIGN YOUR LETTER WITH A NAME, NOT AS A COMPANY

  • When to Ask? Timing is Everything!

    ASK FOR REVIEWS ANDGET 5 STARS

    WHEN YOUR CUSTOMER IS SMILING!

  • Timing Triggers CONFIRMED ORDER SHIPPED ORDER OUT FOR DELIVERY DELIVERED POSITIVE SELLER

    FEEDBACK

  • Message before package is delivered

    CHANCE TO ENHANCE THE CUSTOMER EXPERIENCE

    SET UP AN EASY CHANNEL FOR CUSTOMER SERVICE

    BRING YOUR BRAND INTO THE MESSAGE

    CREATE A RELATIONSHIP WITH YOUR SHOPPER

    DO NOT ASK FOR A REVIEW!

  • Email - Order Shipped

    1) BUILD EXCITEMENT ABOUT THE PRODUCT DELIVERYWE ARE EXCITED ABOUT THEM PURCHASING AND THEY WILL BE EXCITED ABOUT THE PRODUCT

    2) SET EXPECTATIONSPROVIDE INSTRUCTIONSWHEN DELIVERY WILL OCCURHOW TO HANDLE AN ISSUE / PROBLEM

    3) MAKE IT PERSONALSTORY ABOUT YOUR BRANDWHY YOU MATTER

  • Delivered

    OPTIMAL CUSTOMER HAPPINESS

    FIRST CHANCE TO ASK FOR A REVIEW

    LEAD WITH CUSTOMER SERVICE

  • Email - Product Delivered 1) PRODUCT HAS ARRIVED - REKINDLE EXCITEMENT

    ABOUT THE PRODUCT

    2) ENSURE - CUSTOMER SERVICE AND POSITIVE EXPERIENCEa) SEND INSTRUCTIONSb) BONUS INFORMATION

    3) CALL TO ACTION - ASK FOR A REVIEWONLY ASK FOR ONE CALL TO ACTION - IT IS NOT RECOMMENDED YOU ASK FOR BOTH SELLER AND PRODUCT REVIEWS IN THE SAME MESSAGE

  • Positive Seller Feedback

    MOST DIRECT TIME TO ASK FOR A PRODUCT REVIEW

    CUSTOMER ALREADY HAS SHOWN EXCITEMENT

  • Email - Positive Seller Feedback1) THANK YOU FOR LEAVING POSITIVE FEEDBACK, WE

    APPRECIATE IT2) EXPLAIN SELLER FEEDBACK VS. PRODUCT

    REVIEWS3) SIMPLY ASK FOR A PRODUCT REVIEW

    KEEP THE MESSAGE SHORT AND SWEET

  • Post Delivery

    BASED ON YOUR PRODUCT, FOLLOW-UP EMAILS ARE COMMON TO REQUEST FEEDBACK

    LIMIT YOUR TOTAL REQUESTS TO NOT OVER MESSAGE THE CUSTOMER

    CONTINUE TO ENHANCE THE EXPERIENCE

  • Email - Follow Up After Delivery1) ENSURING PRODUCT ENJOYMENT2) PROVIDING AN AVENUE FOR CUSTOMER

    SUPPORT3) CTA4) GIVE THEM SOMETHING MORE ( ENHANCE THE

    EXPERIENCE)

  • How - 3 Step Email Flow

    1. EMAIL BASED ON WHEN ORDER IS SHIPPED

    2. EMAIL BASED ON WHEN PACKAGED WAS DELIVERED

    3. EMAIL 3-5 DAYS AFTER PACKAGE WAS DELIVERY

  • How - Seller Feedback First

    1. EMAIL BASED ON PRODUCT DELIVERED

    2. EMAIL BASED ON POSITIVE SELLER FEEDBACK

    3. EMAIL BASED ON 3-5 DAY AFTER FEEDBACK

  • Messages I LikeDear [[first-name]],

    You should have received your [[Product Name]] by now. I want to follow up with you to ensure you got it. If you haven't received it, please contact us at Amazon support.

    That's it for now. I will check in after a couple weeks to make sure you're still loving your [[Product Name]]! And of course a few more tips.

    I do have a small favor to ask. Can you take a few seconds and provide feedback on your buying experience with us? It would be greatly appreciated. We take feedback seriously and want to ensure orders are processed and shipped promptly. And to make sure you are getting the most out of your [[Prodcut Name]].

    You can provide feedback here:

    [[product-review-link]]

    If you have not received your [[Product Name]], Please contact us at Amazon support.

    [[customer service link]]

    Thank You,

    Female Name,

    Company Name - Tag Line

  • But They Go On...PS: We would love to see how you are displaying your [[product]]. Would you please post a picture or video showing how you display your [[product]]?

    You can do that here: [[product-review-link]]

    Each month we are choosing one picture and adding it to the image display. Hope it is yours. If it is yours, we will send you something special :)

    PPS: I would like to share some interesting facts about [[product]], this way you can get the most out of your new [[product]].

    Instead of an attachment...they include the details in the email.

  • Ask for Seller Feedback FirstHello [[first-name]],

    Thank you again for your order of "[[product-link]]".

    [[order-link:View Order on Amazon.com]]

    The available tracking information from [[carrier]] shows that your item has been delivered.

    Amazon asks that you rate my service based on how I handled your order and processed it for delivery. As a small company, your feedback is critical to our success. Please take a moment to verify that your item was not damaged in transit. If there is any reason that you wouldn't rate this as a 5-star experience, please [[contact-link:let us know]] right away and we'll do what we can to make it right. You can also simply reply to this email.

    If everything looks fine, we'd appreciate it if you could take less than 8 seconds to click the link below and rate this transaction.

    [[feedback-link:Leave feedback for Company.]]

    Thank You,

    Female Name

    [[logo-link]]

  • Try Something DifferentHello [[first-name]],

    You recently ordered [[product-name]] from [[seller name]] on Amazon. Will you please take a moment to let us know your thoughts on [[product-name]]?

    Are you happy with [[product-name]]? [[product-link:Yes, I am happy]] [[contact-link:No, I am not happy]]

    Thank you! Clicking either of the above links will bring you to a page where you can include further comments. We take your responses very seriously, so any feedback you can offer is most welcome.

    All the best,

    Sally

    Company

  • Be Bold

    Hello [[first-name]],

    Thank you again for your order of "[[product-link]]".

    According to a recent study by Nielsen 92% of shoppers use product reviews to make buying decision. While Amazon might be a big company, I am a small seller who makes my living off of Amazon sales. Only 1-3% of shoppers will take the 15 seconds it takes to leave a product review but that little bit of your time makes a huge different in my business.

    If you feel this product would benefit others, please take 15 seconds and [[product-review-link:Leave a Review for Product Name]]

    Thanks again for your order and we look forward to hearing from you

    Wishing you all the best,

    Sally

    The Company Name

    YOUR OPINION MATTERS!

  • Always Be Testing

    TIMING MESSAGE SUBJECT LINE LOGO NAME

  • Tips ENHANCE YOUR MESSAGE USE HTML CAREFULLY TEST, TEST AND TEST SOME MORE CONSIDER TEXT INSTEAD OF AN ATTACHMENT BE A PERSONAL BRAND, NOT A BIG COMPANY ASK IN A WAY THAT YOU WOULD WANT TO BE

    ASKED

  • Want to see the new Feedback Genius?