{"id":28927,"date":"2022-12-07T15:58:51","date_gmt":"2022-12-07T21:58:51","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=28927"},"modified":"2022-12-07T16:08:14","modified_gmt":"2022-12-07T22:08:14","slug":"product-insights-review-content-sentiment","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/product-insights-review-content-sentiment\/","title":{"rendered":"Top Product Insights Hidden in Your Review Content"},"content":{"rendered":"
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Over the past few years, an unprecedented number of consumers have <\/span>switched brands or retailers<\/span><\/a>, and nearly 80% of consumers plan to continue exploring their options moving forward.<\/span><\/p>\n

With customer loyalty at an all-time low, competition is steeper than ever. To thrive in today\u2019s crowded ecommerce environment, brands must have a deep understanding of their target customer, and how well they are meeting their needs.<\/span><\/p>\n

Fortunately, <\/span>reviews – when analyzed in the appropriate manner – contain a lot of the information you need to understand and improve your products<\/span><\/a>. Here are the seven top insights you can glean:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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1. Discover how customers feel about your products\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Let\u2019s start with the most obvious benefit: understanding how your customers feel about your products. You can see the top words and phrases customers use when describing your product, and the associated sentiment. This information is crucial for understanding the voice of your consumer (which has applications throughout your marketing efforts). It can also help you discover the quirks of your products that create positive sentiment.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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For example, we can see that adjectives like <\/span>comfortable <\/i>and<\/span> versatile<\/i> are highly associated with positive sentiment for this hypothetical shoe. While words like <\/span>durable<\/i> and <\/span>casual<\/i> also tend to have positive sentiment, those words also appear in reviews with negative sentiment \u2014 suggesting perhaps that consumers may disagree on whether the shoe really is durable, or some may view the casual style as a positive while others view it as a negative.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. Hone in on the right keywords for SEO and Google advertising\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Knowing the words your consumers use can also help you reach them more effectively in the search results. Are you targeting the right keywords in Google Ads, based on how your customers search for products like yours? Does your product description tell the best story for SEO? Product Sentiment Analytics can help you find out.\u00a0<\/span><\/p>\n

In the example below, we see that customers positively refer to a product as a dog treat, chew, supplement and vitamin, even though the product itself may be described as a supplement. By adding those additional descriptors into the product description \u2014 and targeting them in Google Ads \u2014 the brand can reach more potential customers.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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3. Highlight the products and features your customers like most \n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In addition to boosting your SEO efforts, review content can point you toward key features you should highlight throughout your marketing.\u00a0<\/span><\/p>\n

For example, take the review below. If phrases like \u201carch support\u201d and \u201ctreadmill\u201d frequently show up in rave reviews for a pair of shoes, it may be worth incorporating those benefits in your marketing for that product, such as showing a person running on a treadmill in a Facebook post or a YouTube ad.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Need more inspiration for how to promote a particular feature customers love about your products? Our <\/span>Product Sentiment Analytics<\/span><\/a> tool lets you dig even deeper. In the example below, customers generally speak positively about the product\u2019s material.<\/span><\/p>\n

By clicking on the word <\/span>material<\/span><\/i>, you can see the top descriptors associated with that word. This product has a <\/span>flattering fit<\/span><\/i> and makes people feel <\/span>great<\/span><\/i> and <\/span>beautiful<\/span><\/i>. Those are great points to include in your product description and marketing!<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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4. Use top descriptors to focus on your next product innovation \n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Reviews can be treasure troves of product feedback. Mine them, and you\u2019ll find ideas to spark your next product enhancement.\u00a0<\/span><\/p>\n

Going back to our dog treats example, it looks like some consumers have issues with the color and the powdery texture. Those are two insights you can take back to the product development team to see if version 2.0 of the dog treats can better meet your customers\u2019 needs.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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5. Identify and resolve issues before they get worse\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Speaking of customer complaints, negative sentiment can be a veritable \u201ccanary in the coal mine\u201d for your brand. A good start: tracking changes in sentiment over time. If you notice dips in sentiment or an increase in negative sentiment, look into it. Did something change with your manufacturing process?\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Are sales for an item lower than expected? It\u2019s possible your customers found a flaw that needs to be addressed. Take a look at the top descriptors associated with negative sentiment to hone in on the issue.<\/span><\/p>\n

By the same token, you can also use this report to see if sentiment improves after you\u2019ve implemented a product improvement.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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6. Launch new products with success\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There\u2019s always a bit of guesswork involved when it comes to marketing a new product. Sure, it\u2019s educated guesswork, likely based on user research or what you know works for similar products. But still, you don\u2019t know 100% how a new product will resonate with consumers.<\/span><\/p>\n

Sampling campaigns<\/span><\/a> are a commonly used tactic to boost review volumes and gain consumer buy-in to new products. Measuring the sentiment of these reviews enables you to adjust your go-to-market strategy to make the subsequent launch more successful, answering questions like:<\/span><\/p>\n