When a customer purchases a product from a brand that advertises results — that customer expects results! Therefore, brands with a performance outcome should focus on educating customers on how to use a product correctly. Also, manage customer expectations to avoid negative reviews.
Educate Your Customers on Product Purpose
Products declaring a performance outcome can be supplements that promote hair growth, or facial devices to help fight wrinkles, to name a few. The more direct the outcome is supposed to be when taking a product, the harsher reviews are going to be.
For example, Biotin has excellent reviews on Amazon. Most people take Biotin for hair growth even though it’s not explicitly advertised that way. However, reviews are significantly lower if you search for a hair growth supplement such as Nutrafol. Another example is Milk Thistle. Milk Thistle is commonly used for liver health and has a super high rating on Amazon. But, most high hangover supplements in Milk Thistle have lower ratings. If a customer spends significant dollars on a product, that customer expects substantial results.
Ultimately, the more expensive the product the better you expect the performance to be and the harsher a customer is going to be on reviewing that product.
Managing Expectations to Avoid Negative Reviews on Amazon
To win with a performance product, be sure to educate customers on how to properly use a product and outcome expectations. This includes how long it’s going to take to see performance and how often you should take the product to see results. Always be transparent and never claim your product can do something it cannot. As a customer, there should also be an understanding that every person is different. Due to whatever reason, a certain product might not work for you. As a brand, you’ll need to assume some customers still may not use your product properly, yet will still expect results. Have a customer team always ready to combat negative reviews.