Actionable Optimisation

Actionable Optimisation #52 – Using Rich Media Reviews

 July 5, 2021

By  Will

Rich Media Reviews Can Boost Your Conversion Rates & Average Order Values

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I’ve talked about social proof before, it’s super important as its key for reducing customer anxiety, confirming to them that not only is the product right for them, but so is the company.

If you’re actively collecting reviews (and responding to them), great, you’re doing a fantastic job already.

But a simple star rating and comment sometimes isn’t enough.

There are alternative products, and there are competitors out there fighting for your customers attention, so your job is to hold it. 

Keep them on your site, answer their questions about your product, and what better way to answer a question than by having your customers do it for you?

This is where product attribute ratings come in.

All the best review platforms offer them, from Trustpilot, to Okendo, and REVIEWS.io.

You ask your customers to score the products for various attributes, and these are displayed next to the review, and as an aggregate rating for the product.

You might ask whether it’s a tighter or looser fit piece of clothing.

You could ask how firm they think the mattress or pillow is.

You can also ask for customer attributes as well to add some demographics to your review.

It all of course depends on what your product is, who you target market is, and what questions they would want answered by attributes like this.

Want to take it a step further? Try to get video reviews.

Now, while the quality of some UGC video may be quite questionable, you’ll get plenty that provide really genuine, valuable reviews, not only for you and the business, but also for your customers.

These rich reviews work in so many industries.

You can show off exactly how your clothes fit on different shapes and sizes of people, we’ve all seen the horror stories of consumers buying cheap clothing from China and realising it’s nothing like the size expected. Well now the customer isn’t relying on the company's own product image, other customers are doing it for them.

You can have customers showing off how they’re newly built furniture looks.

They can show off their recipe kits.

There’s so much that can be done for so many products, that will make the potential customer feel more comfortable making their decision.

So if you’re not already collecting rich reviews, lets chat and get this sorted for you asap!

Okendo reviews

Example of product attribute reviews, Okendo.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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