This is post was written and researched by Liran Hirschkorn.
Let’s face reality, it’s hard to get product reviews on Amazon. It’s very rare that I personally write a review unless I’m either totally wowed by a product, or extremely disappointed. I’m not motivated to take the time to write a review – after all, what’s in it for me? When I buy a product on Amazon, I only open and read seller emails because I’m curious to see what they are are writing to try and convince me to write a review. Most emails I get are not memorable and don’t invoke any emotion, and once in awhile, I do run into a very well written email that actually makes me feel some connection to the brand or founder.
As Amazon sellers, we know how important reviews are – especially those first few reviews – and heaven forbid if one of those first reviews is a negative review. You will immediately panic and start to think that your conversion rate will plummet, and any sponsored ads you’re spending money on will go to waste when people see a negative review and decide not to buy. Despite all of the challenges, you still hear about sellers who are getting a 5-10% review rate – much higher than the 1% average most sellers get. So what are these sellers doing that you aren’t? Here are some simple tactics that I use to get consistent Amazon product reviews on my private label products.
Use Feedback Genius
If you aren’t sending emails to buyers asking for reviews, you need to start. I suggest you set up a separate email sequence for each product so that your emails are highly targeted to the specific audience buying that product.
Email 1: Offer support
Don’t hit up the buyer for a review right away. My first email usually goes out when the product ships, and I let the buyer know the product is on its way. I let them know that I am here to help them if they have any issues, questions, or concerns about their product.
Email 2: Offer resources
In my second email, which I send 3 to 5 days after the person receives the product, I include a PDF with helpful information related to the product – maybe a PDF instruction manual, or how to get the most out of the product. This email is the first instance that I ask the buyer to provide feedback on their experience with writing a review, or contacting me if they have any questions or concerns about the product.
The law of reciprocity says that if you do something for somebody, they are more likely to do something in return for you. This is why adding value in your emails is critical. Think about other ways you can connect with the customer, for example, including an image of the product they bought in the email, so they can quickly see what the email is related to instead of hitting the delete button.
But don’t stop there – I’m a big believer in using data rather than just intuition in guiding my marketing decisions. This is why I love the analytics feature of Feedback Genius.
Within Feedback Genius, I can go into Analytics and see all of my messages and get details on how many have been sent, how many have been opened, and how many clicks my product review link received. This quickly gives me an idea if my subject lines are compelling, or if I need to change them. I can also see if my emails are too long to give me a better idea about what I could be doing differently.
I constantly want to be testing everything to see what could be working better. In internet marketing, this is called split or A/B testing. With Feedback Genius, I can choose to send half of my customers one email, and the other half a different email, and then test which one worked better.
For example, if I want to increase my email open rates, I can start by leaving my entire email sequence the same and only change my subject lines. In one subject line, I can test “How do you like your garlic press” while simultaneously testing “Here’s a simple way to clean your new garlic press” in another sequence.
If you haven’t enabled split testing in Feedback Genius – you should start, and here’s how.
In the advanced filters of any message, you will see Only include orders ending in these digits. If you want to test two options, you can enter the numbers 12345 in one email, and the numbers 67890 in another email. Feedback Genius will then send one set of emails to some customers based on their order number, and another email to customers whose order numbers end in the other set of digits.
You can do more than just A/B split test, too. For example, you can split test three versions of an email by typing in 1234 for the first email, 567 for the second email, and 890 for the third email. I recommend you begin with two emails to start testing things like your subject line, images, and even large headers to draw attention to certain areas within your email sequence. I recommend you wait about two weeks to evaluate your data, then take the winning sequence and implement it. Continue testing that sequence against something new so you’re continually optimizing your emails until you get to that 5-10% review rate.
Getting reviews is challenging. But getting product reviews can be made easy by using features that Feedback Genius offers. You just have to dig in and experiment.
Liran Hirschkorn is an Amazon seller and mentor who, in 2016, shifted his focus to private label products and built a seven-figure brand. Liran also coaches and mentors other sellers. He lives with his wife and daughter in New York City.
Join Liran’s SMART Private Label Course to get a foundation for what you need to start building an e-commerce empire.