How to measure & optimize emails conversion to review rate

IMPORTANT NOTE

If your seller gets reviews in any other way - for example:

• 1. By asking for reviews on Facebook.

  2. Using Review Groups.

  3. Asking Reviews from the mailing list.

  4. Using ChatBots.

The data that will be received by the following process is likely inaccurate, and you should consult with your seller before executing it. It's recommended to only execute this process if you know your only reviews requests for a certain product are done through follow up emails.

SOP

Step 1: Determine the Period of the Email Strategy

We need to know when the current strategy became active in order to estimate the strategy's effect on reviews rate.

For example - if you know you started a new strategy on July 1st, and today is August 15th, then that's the period of your strategy.

NOTE!

We do not recommend calculating C2R Rate for more than 60 days back. Strategies effectiveness changes over time, so in order to make conclusions it's best to look at a relevant data.

Open the Strategy C2R section in this portal, right here, and update the dates in the relevant strategy.

Step 2: Login to Seller Central

Login using LastPass or the password your manager gave you.

Step 3: Go to Orders

In the top navigation bar, go to Orders, and Manage Orders.

Step 4: Count sales for strategy period

• 1. Click on Date Range and change it to Exact Dates - Select your strategy date range.

  2. Click on Date Range in the search bar, and change is to ASIN.

  3. Insert your Product's ASIN in the search bar, and click on search.

  4. On the top left side of the screen you can see the number of orders made.

  5. Copy that number to the Strategy C2R table, to column Sales.

Note!

If your strategy applies to more than one product, we recommend separating it in the table to different lines. The reason - we might find out that a strategy works well for one product, and not for another. This is a valuable information to us.

Step 5: Count reviews for strategy period

• 1. Go to the Product Listing Page.

  2. Go to Customer Reviews section.

1. Filters should be as follows:

   1. Most Recent.

   2. Verified Purchase Only.

   3. All Stars.

   4. Show only reviews for: [[Your Product]].

   5. Text, Image, Video.

2. Count number of reviews that were left during the period of your strategy.

• 1. Copy that number to the Strategy C2R table, to column Reviews.

Step 6: Compute the Conversion Rate using Excel Formula

In the Strategy C2R table, compute C2R by dividing Reviews / Sales.

For example — For Sales = 215, and Reviews = 35 the computation will be:

C2R = 35 / 215 = 16.3%

Copy that number to the Strategy C2R table, to column C2R.

Step 7: Decide if the strategy needs improving

If the strategy C2R falls below the desired KPI alert your seller, and decide if it needs optimizing.

NOTE — You can't make any decision if less than 100 orders were made from that specific product.

Does the strategy need improvement?

If the answer is NO — the SOP ends.

If the answer is YES — proceed to next steps.

Step 8: Create an experiment

Decide on an experiment and implement the change -

• 1. First create your WORD docs for the changed emails.

  2. Then create the HTML files for the new strategy - follow emails creation SOP for that.

Step 9: Record previous strategy templates

1. Go back to Ninja, Automated Messages

   1. Copy all templates that belong to the strategy from the template screen (not HTML).

   2. Paste all templates to a Word document one by one - don't forget to add the title.

   3. Save the word document, and name it after the strategy.

Step 10: Upload the strategy to the portal

So we don't lose the data we have, save the strategy in the bottom of the page.

Strategies that are not active anymore, remove from the Active table, and move to the Inactive.

After update, change the Last Updated date to the date of today.

Step 11: Activate the new strategy in Ninja

Copy your new templates to Ninja, and activate the template.