Academy 03.02 — Improve your Product

We're still on the Stanley Quencher, and in the last video, we've been looking at how to understand your audience perfectly.

That means the conversion drivers and the review insights.

And now this video is about how to build a better product.

This consists of the product features, the product strengths and weaknesses, and the product improvements.

Let's get into it.

You get a list of all the product features your product has, and here we could determine 8 of these.

Always it's sorted by relevance, means what matters to your audience the most.

And you see the product features actually in this table in a list, and you can skim through it directly.

So it's quite straightforward.

The sources are linked, and also here you get some feature details.

I think we can close this, and this is enough for you to understand what the section is about.

But now comes the more insightful area, the product strengths and weaknesses.

Because to build a better product, you always need to understand what the people are talking about when it comes to satisfaction or dissatisfaction, and how to value these things.

So what you get here is what customers love and dislike, and as always, a prioritized list, and this time by the reviews.

So the source of the product strengths and weaknesses are the reviews.

And actually, it would be quite tough for a human reader to understand like the actual sentiment ratio.

So this is the main source here.

So we look at the review insights, we look at a specific feature, for example, the cold retention performance, and then we look at how often they are communicating on this topic.

And feature in a positive or negative way.

In this way, we classify this feature if it's a strength or a weakness or an inconsistent experience.

When you click this, you'll see the detailed analysis, so you can learn more again.

And then you see the specific review insights, how often these things got mentioned in the reviews in a positive or negative way.

When you click this, you get to the original reviews to understand the customer more in depth.

If I would like to build a better product, I would mostly look at everything that has negative reviews in.

So I see it with one glance.

So we already tackled the cold retention performance, but also we see that the finish and durability is not on point.

So also the leak-proof promise is a feature that should get more attention.

And then you can actually bridge the gap between the product features.

So for example, the leak-proof and the review insights.

So as you see, one of the features that has a high relevance is actually the leak-proof, then and when we dive into the review insights, we also will see that the leak-proof promise is a thing.

And then when we see the conversion driver, we also see that they want it in their bag without any worry.

So this is how I dive through the product strengths and weaknesses.

And just in a couple of minutes, I understand a lot about the product that is mine and how to build it better.

Or I can dive into the competition and actually build a better product because one part of Amazon success is that you build a better product that leads then to the better reviews.

Reviews and also a better organic rank because Amazon values this.

So the next part is about to make your life easy.

It already gives you a couple of ideas on how to build a better product and how to solve the issues with the product satisfaction.

As always, it's ranked by impact but also difficulty.

So how much impact the product improvement would have and how difficult it is to implement it.

So one idea Scalable come up with is to implement stricter vacuum seal QC checks.

And right below, you can read the improvement details and also the related data, so you can understand more about why it's proposing this improvement and why it's important to fix this.

So this was the section about how to build better products and how to improve products.

I see you in the next one, how to optimize the marketing.