The Top 5 Reasons for Bad Product Reviews & How to Improve Them

how to improve your product reviewsShoppers can now review your products—and they’re embracing it. These reviews contain great information. (All reviews are moderated to ensure they contain pertinent info, good or bad.) But some of them are far from positive.

To help you leave the right impression, we went through all reviews to see the top reasons shoppers are dissatisfied. Here are the top complaints and what you can do to avoid them.

Top 5 reasons for bad reviews:

The complaint: The size was off.
Not all small, medium and larges are created equal. Some are smaller than others, and having to return a product because it didn’t fit correctly or was smaller than expected was a huge source of frustration for buyers.

The fix: Upload size charts (we like how Crazy Dog T-Shirts uploaded size charts as a product photo) for your items if they don’t include them already, especially if you sell apparel. Shoppers can’t try on articles, so it’s up to you to tell them where a shirt falls, how long sleeves are, if sizes run small or true to size, etc.

And include measurements for other products, too. If you sell fragrances or beauty products, note the size of the container and the ounces that container holds.

The complaint: The material didn’t feel like I expected.
Materials don’t always translate in photos.

The fix: Tell customers what products are made of, including the quality and weight of the material. For instance, if you’re selling a shirt, let shoppers know what it’s made of and if the material is “heavy” or “thin.” If you sell beauty products or foods, include the ingredients. Paint a picture so customers won’t expect one thing and be disappointed when they get their order.

The complaint: The photos weren’t accurate.
Cluttered or unfocused photos can give shoppers a bad view of the product.

The fix: Include multiple images that show your products in detail and from different angles. Be sure your images are at least 544 pixels by 544 pixels and opt for photos that are 1,248-by-1,248 pixels to enable our zoom feature. That really lets shoppers see details.

The complaint: I didn’t know where the item was from.
The origin of an item influences materials, sizes and delivery times.

The fix: Include the country of origin for all of your products so there aren’t any surprises when orders reach your buyers.

The complaint: The order took a long time to arrive.
We saw lots of bad reviews that had to do with shipping and we can’t stress its importance enough.

The fix: Mark your products “shipped”—and get them to a shipping carrier as soon as possible. This tells shoppers you’re aware of their orders, that you’re processing them and that they’ll be able to track them.

Keep these mistakes and fixes in mind as you write descriptions, add photos and enter your shipping details. What we found was that the more complete product descriptions were and the better shipping practices were, the better the reviews were.

Take a minute to revisit your top five products to see if you’re making any mistakes there, and if so, update them. You’ll get better product reviews when you do.

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