Some users limit themselves to brief comments about the buying process (6%), while others write detailed reviews covering product features, interaction with the seller, and shipping terms (3%). Video reviews are still the least popular, with only 1% of shoppers willing to record a video about a product.
“Feedback is an important tool, not a mere formality. We scrutinize all comments, because behind each of them there is a real customer experience and a specific problem that needs to be solved. Our page on a popular marketplace receives about a hundred reviews every day, and these are not just numbers – they are a valuable source of information for product improvement. One million reviews collected in three years is not just an achievement for the sake of a record, but a direct proof of our ability to find effective solutions. We are always ready to help: we answer questions, give explanations and offer recommendations. After all, household chemicals are a matter of health and comfort in the home”, – said Andrey Gerasimenko, one of the founders and CEO of Brandfree.
What motivates buyers
27% share positive experiences to benefit others. 15% thank the seller for the high quality of the product. 12% warn about negative experiences. 6% write reviews under the influence of instant emotion. 3% seek to relieve stress. 16% are willing to share their opinion in exchange for a reward from the brand.
“Product reviews on online platforms are a key factor for most shoppers. Therefore, it is crucial for a seller to systematically work on motivating people to share their opinions. The main condition is a quality product, in the development of which we invest resources and soul. An additional incentive is effective mechanisms of interaction with the audience: attracting traffic with the help of bloggers and advertising, as well as prompt and useful feedback from the company,” emphasized Maxim Alteev, co-founder and development director of Brandfree.
The range of product categories about which reviews are most often written is quite wide. The leaders are electronics and furniture (12%), clothing and footwear (10%), household goods (9%) and household chemicals (8%).
In search of the perfect review system
Half of the buyers are satisfied with the existing review system. However, users have additional wishes: 14% would like to be able to financially support authors of useful reviews; 7% would like to record audio reviews; 6% dream of artificial intelligence automatically generating reviews based on emotion analysis; 2% would like to dictate reviews directly at the point of delivery.
