Academy 03.01 — Understand your Audience

When you scroll down on a product home, you get to the data.

I already showed you in the previous video that we have here the top conversion blockers, the conversion drivers, the review insights, but we also have way, way more.

And this is the thing that separates Scalable from a normal image generation tool, because here everything is built on data and backed by data.

So in this video area, I will show you how you understand the data that Scalable provides you so you can make your strategic decisions and you can see how Scalable AI is built and how it's layered.

So you can trust the data from Scalable AI and how it's actually connected all together.

So again, this is how Scalable AI separates itself from all the image generation tools and also maybe Claude, because it's difficult to have the structure and the buckets in the same context because you get the data here in an easy and digestible format so you can understand it, but also all the follow-up actions like image generations understand it too and built on top of that.

So the data is here built in.

So how I split this data are actually 3 different areas.

The first is to understand your audience.

Then you get like information about how to improve your product because people are using Scalable as well for competitor research and for product development.

Then the last part is to optimize marketing.

In this part, I jump into understand your audience, which consists of the conversion drivers and the review insights.

So let's get started.

The review insights are a tricky part because Amazon sellers and brand owners are more the analytical people, and they always wanted to rely their hypothesis and their things on conversion optimization on data.

And back then it was super easy to get reviews and kind of analyze them or read them even manually.

But now this became quite tricky to get reviews.

And here, as you see, Scalable gets up to 500 reviews.

386 reviews are needed to have statistical relevance, and it turned these reviews into 15 aspects.

Review aspects and 5 main customer review insights.

You see here the sentiment breakdown, how many are positive, negative, and neutral.

The thing here, how we approach this scraping of information, because it's not always good to get only the positive ones, because actually the negative ones are the information that are helpful.

What makes the people actually dissatisfied?

What is not motivating them to make the purchase?

How we can build the product better?

So this is the secret sauce here.

What we get here from the more neutral or negative reviews.

And we also sort them by the helpful ones.

The more often a review got tagged from other customers as helpful, the more value it gets and scalable as well.

And you ask probably yourself, what is the difference between the conversion drivers and the review insights?

Because some people really use the review insights as the conversion drivers to find out what is actually motivating the people to make the purchase.

But the review insights are, or reviews are, the things that were customer explained their satisfaction or dissatisfaction after they did the purchase.

The separation to the conversion driver actually is when you think about what motivates you to hop on Amazon and search for a product.

For example, you're chilling on the couch and you think about the problem you have in your life.

And then you actually think, I want to solve it.

Let's get on Amazon and search if there is a product that fulfills my needs.

And these are different things.

So in a nutshell, you have a different catalog of things that makes a product that satisfies your needs, and you have a different catalog of decisions that move you to the purchase decision.

So that's why we're separating these two things here in Scalable.

So let's get back to the review insights because these are the things that matter to your customers after the purchase.

You get a table that is ranked, so it's ranked by how often a certain insight got mentioned in the reviews.

And here you see the first one got mentioned more than 100 times and the second one 93 times.

So also you see how many aspects it consists of.

We jump into it in a second.

And then you can read here what the actual review insight is, what's the title, and then you see what the actual sentiment is, if they are talking about this in a positive or negative way or neutral.

And here comes actually the part that shows you where it matters.

On the customer journey because there are things that matter after the purchase.

You see the post-purchase satisfaction is determined by the design and the durability concerns.

The pre-purchase thing is more a conversion driver.

So you see that the core performance, it's quite generic, but it's determining if they're purchasing the product, but also if they're satisfied with the product.

And when we click here, you see the description, which is actually a summary.

So you can understand and learn more about a certain insight and you get a couple of visual implementation ideas on how to communicate.

This.

And when we scroll even further, this reveals why this actual sentiment of the driver is neutral, because 60 times in the reviews, the people have been talking about it in a positive way, so it keeps the drinks cold for a long time.

But also nearly 60 times, they said that it's really melting quickly.

So this is negative.

This is what Scaler shows you.

And we go even deeper because AI tends to hallucinate, and we really want that you can make the decision and rely on everything what is shown here in Scalable.

So you can when you click here, you get to the original reviews.

This way you can really read the customer voice and get a feeling how they are talking about it because you get here a badge if it's really a verified review, how often it got tagged as helpful, and then you can read the whole review and skim through all the things here that got mentioned by your customers.

So these are the review insights.

And they are here, but they also have a role in different areas, like for example the product strengths and weaknesses and the product improvements and also the conversion blockers.

But we will jump to it later on.

First, I want to show you what the conversion drivers are here.

As already explained, these are the things that motivate your audience to go on Amazon and search for a product and motivate them to buy.

So everyone has a mental checklist, a catalog of things, how they make the decision, how they value the things on their decision catalog.

And that's why you also get here a table that is sorted by relevance.

And on the right side, you see that it's everything pre-purchase relevant in the customer journey.

And when you click it, you can read a little bit more to understand what it is and what motivates, and also like how to communicate these things.

And then on the right side, where we got this information from.

So from, in this case, from the bullets, but we also have here like the bullets and the AI review summary.

So we're getting the data everywhere where we can.

And in the backend, we even look at the audience, what the audience is, what the data is of the features.

And then we try to merge it together.

So you get an actual prioritized list that actually shows you what your audience values the most.

So these are the two parts of your audience understanding, the conversion drivers and the review insights.

I see you in the next one, how to build a better product.