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Ratings & Reviews Snapshot: CPG

To succeed at UGC, you need to capture reviews that are deep and rich in detail. How do you do that? It’s all about asking the right questions.

In addition to the standard review box, we recommend adding custom questions to your review forms to maximize the actionability of the information you collect. At PowerReviews, we call these Merchant Specific Questions, or MSQs. By adding MSQs, you can squeeze additional information out of reviewers that future shoppers will find useful, such as the best use case for a product, pros and cons, or taste preferences. Plus, by making these MSQs clickable options, as opposed to an open-text field, they are less burdensome on the reviewer to answer.

Avoid adding too many MSQs, though. We find that 8 questions is the sweet spot and once a form becomes much longer than that, we see a higher rate of abandonment. So, choose wisely, and be intentional about what kind of data you want to include on your product display pages to provide your customers with all of the information they need to make an informed purchase. 

For MSQ inspiration, take a look at this review form from La Colombe Coffee Roasters.

Special thanks to our friends at PowerReviews for their insights on this topic.
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