How will you improve reviews and ratings for Wayfair?

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How will you improve reviews and ratings for Wayfair?

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Devashish Verma · Answer 1 · 2025-02-09T16:40:21+0000

I will start with few questions:

1. Is there any specifi north star metrics we are targeting: Yes. we have seen product pages with higher reviews and ratings tend to have higher conversion rate.

2. What do you mean by improvement here? Should we consider improvement in the volume of reviews or improvement in quality of reviews. especially bringing down negative reviews and makeing them positive. You can decide

Sure

I will go ahead and look at both the opportunities.

I want to share a structure I am thinking to approch this.

I would like to consider briefly the segment which tend to submit product reviews. Then look at oportunity area for these segments keeping in mind the two core goals

While I feel segmeting reviewes may not add a great value at this points it will at least give a clarity to move forward.

Segments i can think of

1. Loyal : Frequent buyers, generally positive sentiment but if come across a negative experience they may go ahead and leave a detailed reviewes about their experience.

2. Occassional : One time or occassional buyers.They would rarely leave a review. This is typically the biggest segment but I might be worng though

3. Deterrants: thay have negative experience 1 or more time and very likely to leave a detailed negative reviews or infact decide no longer to shop with the brand if their experience is negative one more time.

Now coming to the Problem of quality of Reviews. We would like to understand few things.

Problems	Solution	Impact	Effort
Is there any specific product categories driving negative experience	Identify the categories and work on the root cause . this may be related to all of the below issues	High	High
Is there any specific delivery mechanism driving the negative experience: Customers getting broken or damaged products	Work with logistic partners for better handling and delivery experience. Keep the product free of cost below a certain threshold if a part is broken or missing. provide gift voucher for negative experience	High	Med
Is this related to product assemling: Customers are not able to assemble to products and resulting into negative experience	Easy to assemble videos and documents. Also, encourage users to upload their assemling experience related videos	Med	Med
Is this related to contant center experience ?	work on negative csat. automated response, reduce wait time. Many times it may be related to refunds. autmated refund for small items i.e less than	High	Low
Is this related to return experience	Reverse pickup easy. Assembling and collection dont leave to customers fully	Med	High
Is this related to wrong expection from products, site description and image different from the actual products	better product description. better quality images user generated content	High	Low

Coming to the aspect of volume of reviews. there are multiple reasons we dont get reviews

		Impact	Effort
Lower engagement with the reviews content	Time of review is important. Make sure that review emails or notifications are sent after 7days of product delivery or installation	High	Low
Multi channel reviews	Open rate for email and sms are less so a multi channel review strategy is important. especially younger segments should be encouraged to submit reviews through social media	High	Med
Making it easier for users to submit review	User find it frictional if they have to submit and write a lot about reviews. Make is easier by integration with LLM(AI) tools to write review. Recommended headers	High	Low
Loyalty or rewards to encourage reviews	Provide loyalty points or rewards to reviews. reviews should be checked on for genuinity.	High	Med

In terms of priority, I will prioritise items which are high impact and low to med effort in short and medium terms.

I am sure we will be able to make meaningfull change in the review and ratings.

How we are going to measure:

1. Check the impact on average review and ratings (3.9-->4.1)

2. Check the numbers of pages for reviews and ratings

3. Average number of reviews per page is higher than before (X % pages>> 5 reviews)

4.Conversion rate improvement( 5%-->5.5%)

5. Reduction in returns & customer service complains.