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Why Product Reviews Are Better Than Product Descriptions
The other day I was looking at a website - justforgirlssports.com - and saw an excellent example of why product reviews do a better job of selling products than product descriptions do.  I was looking at the product page for a girl’s bicycle helmet.
The product copy had this to say about the helmet:
“The ergonomic designed padding and an additional pad set for the perfect individual fit guarantee ultimate comfort.
The product review had this to say about the helmet:
“The helmet fit both girls well; ages 10 and 12. They must be comfortable because they wear them every time without reminding.”
Which description do you think convinced more parents to buy this helmet?
Not only did the review use more simple language, it also touched on one of parent’s biggest concerns with bike helmets -will their child actually wear it?
Mine your product reviews for ways to improve your product descriptions and convert more buyers.
About the author
Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at http://marketingtowomenonline.typepad.com She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.
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August 12th, 2008
11:58 am
This is true in so many website. Most of the time product description are the same from website to website. A true product review can easily sell you products better than the description.
August 18th, 2008
6:52 pm
Good example. It’s interesting how much detail people go into when reviewing a product. I remember an example where an Amazon shopper was asked why they skipped over manufacturer description all the way down to the customer reviews, and they said they would rather see what other people have to say about a product, rather than the manufacturer who is naturally biased.
product reviews are also better for online retailers, because it reduces return rate, increases conversion rate, etc. Our reviews site http://www.Buzzillions.com aggregates reviews from over 300 online retailers, so you don’t have to visit multiple different sites to read reviews.
October 24th, 2008
7:45 pm
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