The product has to be good to sell. However... Finding a good product and actually purchasing the found product are two different matters.no see.

Especially in environments where numerous products compete simultaneously, such as Olive Young and Coupang, even if traffic is generated through advertisements and promotions, conversion stops if consumers cannot find a reason to purchase on the product page.

So, what to note in this letter is The 'order' of the reviews rather than the quantity itself‘no see.

Review → Traffic → Conversion → Ranking

Instead of generating traffic and waiting for reviews, Securing a review base that consumers can evaluate in advance, timed to coincide with periods of concentrated traffic.

The gap between top brands and new brands starts here.

Executive Summary | Key Insights at a Glance

The study by the Spiegel Research Center presents results showing that exposure to 5 reviews increased the likelihood of purchase by 1,901 TP3T for low-priced products and 3,801 TP3T for high-priced products. 

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Key Message

Reviews are not just a result created after a sale, but a conversion asset that must be checked before starting a sale.

Insight 01.

Even top brands cannot avoid the slowdown in search.

High brand awareness does not mean that search demand will continue to rise.

According to the provided Naver DataLab actual measurement data Anua grew +391 TP3T year-over-year as of June 2026However, in the trend of the last three months -12% slowdown...appeared. Joseon Beauty showed a greater slowdown with -38% based on the same recent 3-month period.

A period of slowing search activity should not be viewed simply as a 'period when the brand weakens.' When interest in competing brands wanes, latecomer brands This is a point where you can actually narrow the gap if you organize reviews, content, and product pages and prepare for the next promotion.This becomes.

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Business Insight

Instead of gathering reviews at the search peak, you need to prepare your review base before the search peak arrives.

Slowing competitor search → Building review base → Promotional influx → Securing conversions

This order is important.

Insight 02. 

The difference between 0 and 5 reviews is bigger than you might think.

If you explain the reason reviews are necessary by saying “consumers like reviews,” you are only half right. The core role of reviews is to resolve the questions consumers have right before making a purchase.

“What was it like for those who actually used it?”
“"Did someone similar to me buy this?"”
“Will the photo match the actual product?”

In the Spiegel Research Center study, there was no review and The likelihood of purchase increases significantly when 5 reviews are displayed....was done. The effect of reviews was observed to be greater, especially in high-priced products.

Review Conversion Effect

0 Reviews → 5 Reviews

low-priced goods
Purchase Possibility +190%

High-priced goods
Purchase Possibility +380%

In other words, the important thing is not to secure thousands of reviews from the start.

‘How quickly you get out of the 'almost no reviews' stateThis is especially important for new SKUs.

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Business Insight

If it is a new product, rather than setting the first goal as sales revenue alone,

Securing a review base → Enhancing product page persuasiveness → Expanding traffic

It is necessary to approach this in order.

Insight 03.

It was the same brand, but the conversion rate was 13 times different.

Let's look at the actual data here.

When comparing the performance by SKU of the same brand, MilliMilli, using Amazon SP-API Sales & Traffic 1st-party data, a significant difference was observed.

48.1% vs 3.7%

Even within the same brand, about 13x conversion rate gapappeared.

What is more noteworthy is the new listings. Some new bundle and routine listings are Despite 38, 20, and 11 sessions occurring, there were 0 purchases.It was.

However, based solely on this data, we cannot conclude that the cause of the conversion rate gap is a single review. Various variables, such as price, product composition, detail pages, reviews, and the purchase intent of visiting customers, can have an influence.

Nevertheless, one thing is clear.

The mere fact that there is traffic does not guarantee a purchase.

Insight 04.

So the order is important.

Review Readiness comes before Traffic.

The launch order of many brands is as follows.

BEFORE

Product Registration → Advertising → Traffic → Sales → Reviews

However, new products have limited sales history and lack sufficient information for consumers to refer to. If you significantly increase traffic in this state, customers may leave right before making a purchase even after being brought to the product detail page.

Therefore, for products ahead of a promotion, you need to change the order.

AFTER

Product Registration → Review-Based Verification → Detail Page Improvement → Increased Traffic → Sales

The key is not 'making a lot of reviews' Checking the purchase persuasiveness of the product page before the advertising budget goes into full swing.no see.

Business Insight

Before increasing your advertising budget, you must first check if the visiting customer is ready to buy.

Insight 05.

If the channel changes, the review strategy must also change.

Simply transferring a strategy that worked well at Olive Young to Coupang or Amazon will not yield the same results. This is because the way consumers discover products and the information they check before purchasing differ.

Prices may vary depending on market and campaign conditions.

Key Insight

The core of a review strategy is not 'how many reviews to generate,' but 'which channel, which SKU, and when to secure them.'.

Insight 06.

You should start from D-60, not D-Day of the sale.

If you start securing reviews on the day of the promotion, it is too late.

First, you need to identify which SKUs lack a compelling reason to purchase, improve the reviews and detail pages, and then expand traffic.

D-60 Review Roadmap

D-60 | Diagnosis
Check the number of reviews, ratings, recent reviews, and conversion rates of the main SKU.
→ Review Blank SKU Selection

D-45 | Building a Review Base
Securing the user experience that actual buyers are curious about for each product
→ Accumulating grounds for purchasing decisions

D-30 | Product Detail Page Optimization
Analysis of recurring expressions related to ingredients, user experience, and efficacy in reviews
→ Product page message enhancement

D-Day | Traffic Scale-up
Increased inflow of sales, advertisements, and content
→ Concentrate traffic on the prepared page

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Final Insight

Rankings are not created on the day of the sale.

Simply spending more on advertising than competing brands during the promotion period is not enough.

When consumers discover a product Whether the experience and information necessary for a purchase decision already exist, And it is important to be prepared to convert the inflow into actual purchases.

So, the first question brands preparing for the next season need to check is this.

“It is not about ”how much traffic will be generated?”
“Do you have a reason to buy when traffic comes in?”

Review → Conversion → Traffic Scale-up

Simply changing the order changes the way you view your marketing budget.

Mrs. Lauren Solution

Before starting an advertisement, first create a 'reason to buy'.

Mrs. Lauren is the brand's Select products requiring reviews in accordance with channel, SKU, and promotion schedules, and, We support the building of review assets based on the actual usage experiences of domestic and international consumers.

Olive Young · Coupang · Amazon · TikTok Shop

We design a structure that first builds a review base aligned with the purchase journey by channel, and then expands into short-form, UGC, and creator content.

Before the autumn sale, make sure our brand is ready for reviews.