Do not make the comment design the Wang Po. How to deal with the difference evaluation in e-commerce website

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In E-commerce sites, evaluation of products and operations are more headaches, in particular, in the company directly for the business, this design, the original guide to user comments is a difficult design, not to mention sometimes a bunch of not praised comments; It even affects sales.

The overall reason is that the site is often used to design comments as a sales product rather than as a management product.

As a direct comment, some websites are rated with praise, no bad reviews, and even comments that need to be reviewed to be published; Editors can modify the content of comments;

As a then, the boss is very happy, the staff of various departments are also more happy, privately think that sales increased, is the biggest affirmation of their own.

Is that actually the case? At least I do not think so, a bit of common sense of the customer can be judged from their own perceptions of whether it is true; see puff merchants, users still willing to buy? Even if the user buys, but is not the same product as the product that it imagines, can win him how many loves! Will such users actively propagate the site?

If simply because the description of the product lacks some necessary information, the user made the wrong choice, this hurt the user experience, but most of the situation is the user's own frustration, if it is some unreliable comments, purchase records, such as cheat and buy, then the user injured mood, may be anger and resentment of the combination. If the site is one-time good, but most sites are not so, even a commodity can earn profits, even 1/10 of the promotional costs are not.

The advantage of the Internet is spread, the disadvantage of the internet is also spread, product comparison, display and so on, too easy to find on the Internet, users to change the cost of a website, is too low.

How to treat the difference assessment:

Since the comment is so important, the opportunity cost of fraud is very high, then how to ensure that comments on the real basis of the product benefits! In Lanth's view, the problem would be much smaller as long as the product reviews were designed as management products.

1, the difference is not scary, the previous saw the article "bad comments can also increase sales", I do not know if this is true, but we look at the purpose of the comments from users, users just want to know whether the product is suitable for their own, not the site is not suitable for their own, so see a single product is not suitable for their own, The user's search behavior is not a fatal blow, but is a Web site to promote trust, users are more convinced that the description of other products and comments on their own effective. Users browsing the site is not a decision to buy a specific product, but to choose a product they want to buy; From this point of view, the difference in a particular product will not have a fatal impact on sales.

2, do not think the user is bad, a certain proportion of the designer, in the design process, the user as a disruptive molecule to treat, that if there is an entrance, consumers will be a bad comment; there is a designer that the user only in extreme satisfaction or extreme dissatisfaction in the case will be evaluated; %, this is certainly a terrible thing. But in the development of E-commerce in China, most consumers are still more benevolent, as long as the description of the product is not and the fact that the effect of exaggeration is outrageous, users will not give a bad comment, we look at the evaluation of Taobao, even if the proportion of active evaluation of users, 99% of the business's praise/evaluation of more than 10/1.

3, the evaluation is also a kind of help to the management, often an enterprise development, is to correct the error and improve the inappropriate link to complete, rather than the original has been perfect content to maintain. The difference is also a user's feedback, and this feedback is precisely the enterprise needs to improve the purchase and customer service management of a valid source data.

4. The elimination of the difference is guided, not blocked. Because the user's supervisor feels different, even if the product is qualified, but not necessarily suitable, the difference is still a certain proportion of the site, many sites are published by audit, editing can modify comments and so on the vicious way to solve, and can not have so much trouble, the product is not qualified not all, What users want to buy is the right product.

Who is responsible for the differential assessment:

For praise, it is not a matter of concern, but a company is difficult to obtain negative feedback, when the difference in the emergence, should be a concern, rather than simply delete. (This is responsible for handling, the issue of responsibility is not a product consideration)

1, for product comments, should be part of the logistics procurement is responsible; procurement of goods, to the user's hands, the quality of goods and the use of direct production evaluation results, whatever the reason, this is to be in the procurement process to control as far as possible, the product's poor foundation, how good marketing and guidance are not used. Other related departments may also have the goods on the shelves of the department, may be filled in the description of a serious misrepresentation in the part.

2, for the service on the difference assessment, as long as the customer service department is responsible, this needless to say, this department is responsible for pre-sales, after-sales service.

3, for malicious assessment, product and technical departments responsible for product design has the responsibility to solve the evaluation of the authenticity of the problem, the technical department to prevent span is also a must do one of the lessons.

How to deal with the difference assessment:

1, deal with the difference, the most important or mentality, there are some bad comments, not dead people, if not the difference is not a normal phenomenon. Even, a bad comment is a good way to get feedback from users.

2, for the obvious is malicious bad rating, or span, directly deleted it.

3, the second is for the service of the difference assessment, or a part of the product evaluation, the proposed design part of the modification function, after the customer service processing, request the user to modify, generally satisfied with the service, the user can accept the modification and delete the difference evaluation.

4, the product of the difference assessment, especially the product of a certain aspect of the facts, it is not recommended to boot delete or modify, because this is useful for future users, but for such products, in the context of excluding logistics considerations, it is recommended to minimize some of the ranking in the list, at least not in front, for the evaluation of very poor, Take the next frame treatment. (Evaluation is only one of the conditions of the ranking, do not value the role of evaluation too)

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