Review management: handling negatives

Four numbers: traffic, conversion, basket, repeat. Fix whichever fell hardest, one at a time.

Task: A few bad reviews hurting conversion.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - the review and its validity
   - is it our fault
   - return rate for this item
   - public visibility
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- classify: product, logistics, expectation
- public reply states facts and remedy
- resolve privately where possible and ask for an update
- fix the product page, not just the reply

[Process]
1. Locate the failing stage with data
2. Change one variable affecting it
3. Set the test period and criterion
4. Check the margin impact
5. Say which categories this does not apply to

[Output]
Diagnosis, one change, criterion, margin impact.

[Do not]
- Never change price and image together
- 'Improve experience' is not an action
- Never ignore return rate
- Platform rules are not suggestions