Branding

How To Leverage Your Customer’s Experiences With Amazon and Shopify5 min read

Sentiment Analysis

What copy do I use on my eCommerce listings? Which product shots do I use first? What features do my customers actually care about and what doesn’t matter to them? What am I doing well, and what do I need to improve? All of these questions can be answered after conducting sentiment analysis on your customer’s reviews. By diving into your reviews and quantifying the qualitative data, we quickly and easily can optimize our listings and skyrocket sales.

What is Sentiment Analysis?

Sentiment analysis is the field of study that analyzes people’s opinions, sentiments, evaluations, attitudes, and emotions from written language. It is the process of determining the emotional tone behind a series of words, used to gain an understanding of the attitudes, opinions, and emotions expressed within an online mention. Sentiment Analysis can be used to determine what features and benefits your customers actually care about. With the use of Machine Learning, you can dive into exactly what your customers care about to emphasize those qualities and increase sales. 

Why you should be conducting sentiment analysis?

Sentiment Analysis is becoming the new status quo. Soon, if your business isn’t conducting sentiment analysis, you’ll fall behind the competition. Companies are adopting the amazing technology because of the incredible results seen from sentiment analysis. IBM found a 52% increase in organic traffic, 15% revenue growth, and a 42% increase in organic search traffic while helping the company Clearscope with sentiment analysis. In the digital age, a single bad review can destroy your brand. On the other hand, research by Bain & Co. shows that good experiences can grow revenue by 4-8% over the competition by increasing customer lifetime value by 6-14x and improving retention up to 55%.

Benefits of Leveraging Your Customer’s Experiences

  • Identifying negative mentions about a business, a service, a company, a marketing campaign, an event in social media and on the Web
  • Spotting angry customers on the verge of starting a social media crisis Analyzing how your customers react to product changes
  • Spotting super happy users who, for example, are more likely to become your brand ambassadors
  • Identify what your customers actually care about and emphasize those features or benefits.

How to conduct sentiment analysis?

Businesses of all sizes can benefit from conducting sentiment analysis. Professional sentiment analysis can cost thousands of dollars. If your a small business or just exploring sentiment analysis, we put together a scorecard to manually conducting sentiment analysis which you can download below. If you are a large organization interested in conducting sentiment analysis on your customer reviews, Amplio Digital has developed a custom in-house sentiment analysis tool for your Amazon product reviews. Set up an exploratory conversation today.

Manual Sentiment Analysis Checklist

  1. Visit this Scorecard 
  2. Make a copy of the spreadsheet.
  3. Start by going through your most recent reviews.
  4. Briefly skim each review and assign the major topic of the review
  5. Record the topic in the Category section of the scorecard
  6. Determine if that review is positive or negative in nature
  7. Mark a tally under positive or negative for the specific category.
  8. As you read, write down any especially positive comments, or descriptions of your product. The best way to sell a product is to use your customers own words
  9. Repeat steps 2-6 until you have read at least 25 reviews

Online Resources

Sentiment Analyzer

    • Working with Sentiment Analyzer is a breeze. Simply navigate to their site, copy the text you want to analyze, and paste the text into the box. Select “Analyze!” and the website will evaluate your text and give you a “sentiment score.”
    • Price: Free

Monkey Learn

    • Monkey Learn is a powerful text-analyzer that lets you train custom machine learning models to get topics, sentiment, intent, keywords and more out of short-form text.
    • Price: Free

Lexalytics

    • Lexalytics offers a text-analysis tool that’s focused on explaining why a customer is responding to your business in a certain way. It uses natural language processing to parse the text, then runs a sentiment analysis to determine the intent behind the customer’s message. Finally, Lexalytics concludes the process by compiling the information it derives into an easy-to-read and shareable display.
    • Price: Variable

Repustate

    • Repustate has a sophisticated text-analysis API that accurately assesses the sentiment behind customer responses. Its software can pick up on short-form text and slang like lol, rofl, and smh. It also analyzes emojis and determines their intention within the context of a message. 
    • Price: $99/Month

How to update Amazon accordingly?

  1. Go into Amazon Seller Central and click on Inventory > Manage Inventory 
  2. Click on the listing you want to update and update the copy accordingly.
  3. Apply customer testimonials where applicable. You might consider adjusting product description or title if you notice certain themes you’re missing in your reviews. Also, You might consider using direct quotes from customer reviews in your copy. The best way to sell a product is to use your customer’s own words.

How To Update Shopify Accordingly?

  1. Go into your Shopify dashboard and navigate to  products > All Products 
  2. Click on the listing you want to update and update the copy accordingly.
  3. Apply customer testimonials where applicable. You might consider adjusting product description or title if you notice certain themes you’re missing in your reviews. Also, You might consider using direct quotes from customer reviews in your copy. The best way to sell a product is to use your customers own words

How To Update Positioning and Value Proposition?

One of the greatest benefits of sentiment analysis is the ability to understand “What really matters to my customers?”. If you find that your customers really care about certain characteristics of your product over others, make sure to highlight those characteristics first. (i.e. if you find that your customers care about fit and color selection the most, include a graphic on fit and a graphic on the variety of colors.

If you are finding that your customers are not buying your products for the reasons you originally thought, you may need to adjust your value proposition. You might consider using direct quotes from customer reviews in your value prop.

Using sentiment analysis to optimize your listings is a super powerful technique for skyrocketing your sales! Sentient analysis can be tricky to get started with, but once you get a system set up the analysis is incredibly valuable for growing your eCommerce business. If you need help growing and scaling your eCommerce business, contact Amplio Digital, an award-winning Amazon marketing agency, today.

 

About the author

Taylor Brooks-Murphy

Amplio Digital is a Colorado-based Amazon e-commerce agency that specializes in helping good companies grow to improve our communities. We deliver comprehensive strategy and execution for companies - small and large - who are looking to increase growth and drive revenue. Learn more about us at www.ampliodigital.com.