How CPGs Can Leverage Reviews & Ratings to Increase Conversion Rates Quickly and Increase Agility

Online product reviews can be a powerful tool for consumer packaged goods (CPG) companies looking to increase conversion rates. CPGs are able to leverage reviews in a number of ways to improve their overall customer experience. It’s especially important to understand the role that online product reviews and customer sentiment analysis play in increasing growth and profitability.

Product reviews are an essential component of the modern eCommerce experience, providing consumers with valuable insights and helping them make informed purchasing decisions. By leveraging the power of online product reviews, CPG companies can optimize their messaging, increase conversion rates, and enhance their omnichannel marketing strategies.

One of the key ways that product reviews can help CPG companies increase conversion rates is by providing potential customers with valuable information about the product. This can include details about the product's performance, features, and benefits, as well as any potential drawbacks. By reading reviews, consumers can get a better sense of what to expect from the product, which can help them feel more confident in their purchase decision.

While this information is valuable to consumers, it can also be leveraged by organizations to create consumer-centric products and customer experiences. By contextually analyzing online product review data, CPGs are able to understand Customer Sentiment and quantify the Voice of the Customer to improve strategies organization-wide and directly meet the needs and expectations of shoppers.

How Organizations Can Leverage Online Product Reviews To Increase Conversion Rates

When organized and analyzed effectively, online product reviews can serve as a wealth of customer information that uncovers valuable insights. This enables CPGs to have a clear understanding of their customers in real-time and allows them to act quickly to address consumer preferences.

One of the key metrics that can be pulled from online product review data is Customer Sentiment. To learn more about which product categories are most and least impacted by changing economic conditions, read our latest report.

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Here’s how online product review analysis can help different departments make changes that increase conversion rates:


One way CPG companies can use product reviews is by conducting keyword contextual analysis to understand Customer Sentiment and tailor their messaging based on specific topics of conversation. This can be especially useful for creating targeted marketing campaigns, identifying new marketing claims, and optimizing product packaging.

By analyzing keyword contextual data, organizations can optimize messaging and increase conversion rates across product detail pages (PDPs), search, ads, campaigns, and packaging. Customer Sentiment Analysis can expose specific topics of conversation that align with consumers and validate marketing claim decisions. Reviews can also enhance omnichannel marketing strategies by creating targeted messaging and reporting on qualitative and quantitative consumer trends.


In addition to marketing, online product reviews can also be a valuable tool for eCommerce, allowing CPG companies to analyze consumer sentiment on a retailer-specific level and inform decisions about product placement and spend allocation. By understanding detailed sentiment among fans and detractors, CPG companies can develop conversion, retention, and lifetime value growth strategies.

Understanding Customer Sentiment and topics of conversation helps eCommerce teams to determine PDP optimizations and messaging. It can even help CPGs discover new product claims, or conversely, improve product messaging to combat mismatched customer expectations. They can also inform retailers of product-specific Customer Sentiment to increase star ratings and share of space in online and brick & mortar stores.

See how online product review data analysis was used to develop marketing and eCommerce strategies and improve conversion rates for top performing brands in the womens cosmetics space.

Primers, Foundations, Concealers

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Product Innovation

Online product reviews can also provide valuable insights into consumer preferences and needs, which can inform product development efforts and help CPG companies identify areas for innovation. By assessing Customer Sentiment around competitive product launches and conducting in-depth competitive benchmarking, CPG companies can better understand trending consumer desires and identify gaps in the market.

In product development, review data can be used to assess current-generation product models versus prior generations based on quantified sentiment shifts around product attributes. This allows them to quickly determine areas for product innovation and prioritize product development roadmaps.

Customer Experience and Insights

To effectively analyze online product reviews, CPG companies can use Customer Sentinent to expose specific topics of conversation, compare metrics to averages across competitors, and assess Customer Sentiment around specific product attributes. By leveraging the power of online product reviews, CPG companies can increase their conversion rates and drive long-term business growth.

Insights and customer experience teams can use reviews to quickly identify granular market, brand, product, and consumer insights to increase the accuracy and efficiency of recurring reporting. Market-level insights can identify and assess the Voice of the Customer, trending consumer desires, white space, and changing preferences and needs. Brand and product-level insights can identify consumer affinity and dislikes.

How Online Product Reviews Impact Shoppers

When it comes to making a purchase decision, consumers often rely on the experiences and opinions of others to guide them. This is especially true for CPG products, which tend to be relatively low-cost and low-risk purchases.

Another way that product reviews can help CPG companies increase conversion rates is by building trust and credibility. When potential customers see that a product has received positive reviews from other consumers, they are more likely to trust the company and the product. This can be especially important for CPG companies, as many of their products may be unfamiliar to consumers. By showing that other people have had positive experiences with the product, CPG companies can build trust and credibility with potential customers.

Overall, product reviews can be a valuable tool for CPG companies looking to increase conversion rates. By providing potential customers with valuable information, building trust and credibility, and gaining valuable insights into customer needs and preferences, product reviews can help CPG companies drive more sales and grow their business.

When analyzed correctly, online product reviews help CPG companies increase conversion rates by providing valuable insights and quantifying Customer Sentiment and Voice of the Customer. This information gives CPG companies a clear view of what consumers are looking for in their products, as well as any common pain points or issues.

To analyze online product reviews, CPG companies can use tools like Yogi, which offers detailed sentiment analysis and actionable insights to drive sales and improve the customer experience. By leveraging the power of product reviews, CPG companies can increase conversion rates and drive business growth.

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