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Start reading your reviews

Are your products being reviewed online somewhere?

Name the person on your staff whose job is to monitor them.

Product reviews are the single most important influence on online purchases.  They are the last thing a shopper sees before making a purchase decision. 

And 99% of companies don’t even bother to look at them. 

Metrics-obsessed marketers will pour over reams of statistics about every page and click and view on their site.  They will obsess about search term performance. But no one looks at what the paying customer actually sees.

Lesson: Review the reviews of every product, every week.

P.S.  Online reviews = free focus groups, with better results.  Budget equal time and money for reading reviews as you do for focus groups.

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