How to write a product review (and how to use them to your advantage)

If you're a big online shopper like me, you probably read tons of product reviews before making purchases.  I frequent websites for stores like Discount Dance and Sephora.  I always use reviews to help me decide what products to buy, and I love leaving reviews to help the next customers.  After years of doing this, I consider myself a bit of a connoisseur of  product reviews.  I've formed strong opinions on what makes a review useful.  My day job involves writing and editing, and I love writing this blog for you, so I like to think I have good advice. :) 

First I'll explain how to write a useful review, then I'll talk a bit more about reading reviews and using them to help you make the best choices in your online shopping.

All online reviews that I am familiar with use a star-rating system in addition to a written review.  Most use a 5 star scale.  5 stars is the best rating, and 1 star is the worst rating.  (Some people get this backwards, and it leads to really confusing reviews.)  When rating the product, rate it on quality, not value for price.  People use star ratings to see if the product is worth buying.  The item's price is listed, so people can determine for themselves whether or not the item fits in their budgets.  A really good expensive item is sometimes a much better buy than a "just ok" cheap item, and sometimes really expensive items are poor quality while cheaper ones perform better.  Rating items based purely on quality of use or wear creates more useful reviews.

When formulating your written review, keep a few things in mind.  Remember to own your opinions and use I-statements (I think…, etc.) since people tend to have different opinions and preferences.  Back up your I-statements with evidence based on your experiences.  Even if you hated the product, don't use profanity or other demeaning language (calling a product or brand "garbage," etc.).  While your grammar doesn't have to be perfect, try to spell words (especially brand names) correctly and use capital letters and punctuation.  Avoid text speak; many people don't understand texting abbreviations. 

I recommend writing a minimum of  5 and maximum of 10 sentences.  If your review is too long, people will not read the whole thing and therefore not get the full benefit of your review.  It it's too short, it won't hold enough useful information. 

In the first sentence, introduce yourself in relation to the product you are reviewing.  If it's a skincare item, state your age range and skin type (I'm a woman in my 20s, and I have sensitive combination skin).  If it's a dancewear item, state your general level, style of dance, and experience (I'm an advanced ballet dancer, and I take 6 or more classes a week).  Adding a little bit of information about yourself helps other customers.  If they are like you, they are likely to have a similar experience with the product.  If they are different from you, they will know that their experiences may differ.

In the second sentence, explain why you got the product.  Were you experiencing a problem? ("My skin has been really dry recently" or "The heels of my shoes kept slipping off.")  Have you noticed this product is popular among your friends?  ("Many of the other dancers at my studio wear this brand.")  Was it appealing for another reason?  Did you get if as a gift? ("My grandma got me this for my birthday, and I love the color so much.")  This helps set the context for your actual review.  Overall, people tend to be happier with items that they view as popular or that they got as gifts, and they tend to judge products more strictly if they are supposed to fix a problem. 

In the third section (which may be one sentence or a few sentences), explain your experience with the product.  How often did you use it? ("I used this serum every night for 3 weeks" or "I've worn these tights to class 4 times.")  Did you wash it (if it was clothing)?  ("I washed them after each wear.")   Most importantly, do you like the product and how it seems to be working for you? ("My skin is more hydrated when I use the serum" or "The tights are soft, but they already have a run.")

In the fourth section, start wrapping up your review with your takeaway thoughts on the product.  If you got the product to solve a problem, is it solved?  Are you seeing long-term results?  ("My skin is staying hydrated and looks noticeably brighter than it was before I used the serum" or "These tights make my shoes fit better, but they aren't especially durable.")

In the last section, give your verdict.  Would you repurchase this product?  Would you recommend it to a friend?  Do you think it is worth the price?  ("I love this serum, and I will repurchase it.  I'd recommend it to anyone with dry skin.  I think it is worth the price because it is so effective.") This last question is important, but be careful with it.  Not everyone has the same budget, so what is "unreasonably expensive" to one person is "quite cheap" to others.  I recommend including a value for price assessment (especially if your review is one of only a few for that item), but don't give the product a lower star rating because you think it's too pricey.

Your final review should look something like :

"I'm a woman in my 20s, and I have sensitive combination skin.  My skin has been really dry recently.  I used this serum every night for 3 weeks.  My skin is staying hydrated and looks noticeably brighter than it was before I used the serum.  I love this serum, and I will repurchase it.  I'd recommend it to anyone with dry skin.  I think it is worth the price because it is so effective."  

OR

"I'm an advanced ballet dancer, and I take 6 or more classes a week.  The heels of my shoes kept slipping off, so I wanted to try convertible tights with larger convertible openings that don't cover my heels.  I've worn these tights to class 4 times, and I washed them after every wear.  The tights are soft, but they already have a run.  The heels of my shoes aren't slipping off anymore, so  they definitely make my shoes fit better.  These tights solved my problem, but they don't seem to be especially durable.  I'd recommend these tights to dancers who have heel-slipping problems.  I'm not sure these are a good value because they aren't too durable."

A review like this is super helpful to the next customers who view the product!

When you are shopping online, here are a few tips for using reviews to help you decide what to buy.

Always read at least a few of the written reviews; don't just look at products' star ratings.  Like I said earlier, some people get the star rating system backwards and rate their favorite products with 1 star and least favorite products with 5 stars.  (I reiterate, this is incorrect.  5 stars is the highest rating.)  Also, the written reviews will reveal any strange tendencies with the product that may not detract from the overall quality ratings.  (For example, a particular leotard may run short in the torso, making it a poor choice for long-torsoed dancers even though it's stylish and high quality.)

Concentrate on the most recent reviews.  If a product has been around for a long time, there's a good chance it has been changed since it was initially released.  Skincare and makeup items are re-formulated and re-packaged, and clothing items come in different colors and fits as manufacturing specifics change.  This is especially true when many early reviews point out the same problem--many companies try to fix issues and please customers.

Be aware of overly vague reviews like "Nice product."  Sometimes (not always, just sometimes) companies produce reviews for themselves to raise their products' star ratings and make them more popular.  If you notice that reviews with high star ratings have little written information, but low star ratings have more in-depth and realistic feedback, this may be happening.  I'd advise against purchasing a product in this situation.

If you have a question or comment about a specific dancewear item, please let me know.  I love hearing others' experiences with products and providing insight when I can.