Amazon Review

The optimal average rating is in the range of 4.2-4.5. Conversion drops off for average ratings above and below that range. So it’s probably a good thing to have reviews like this in the mix.

dominicr Can I ask how hard your soap puck is? Is it on the firm side? Makes me wonder if they didn't soften the puck or just didn't load enough product.

It's somewhat firm but, specifically designed for easy lathering. Others here can verify how easy it is.

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I tested and reviewed Sir Henry's Soaps entering upon the endeavour with a prejudice based on the false belief that no soap so inexpensive could be good quality. The review clearly refutes that prejudice. In any case, among the strengths of the soaps are their ease of lathering - in fact, after using hundreds of soaps and cremes over the years, it may be the single easiest to lather perfectly and quickly ever encountered

Here's a link to my review:

https://damnfineshave.com/thread-thought...ative-skin

The optimal average rating is in the range of 4.2-4.5. Conversion drops off for average ratings above and below that range. So it’s probably a good thing to have reviews like this in the mix.

That would indicate that it better to have a bevy of unsatisfied customers than a universally world renown customer experience reputation. 

Couldn't one argue having hundreds of 5 star ratings without reviews a better thing than 4,2-4,5 stars replete with factually errant reviews spreading misinformation? 

Fully realize there a body of marketing experts proclaiming even bad press is better than universally quiet and happy clients, just unconvinced of its merit.

Are there white papers detailing a correlation to actual sales and growth statistics that reflect a financial or market share benefit of having more errant review conversations with a lower star rating?  

Not being combative, simply asking you based on your experience and potential access to the studies.  From a strategic perspective, strikes this may be an instance where the wrong KPIs are getting precedence, perhaps KPIs advantaging tech hosts rather than the selling vendors

The optimal average rating is in the range of 4.2-4.5. Conversion drops off for average ratings above and below that range. So it’s probably a good thing to have reviews like this in the mix.

Where can I find more on this? I agree straight 5 stars like [mention]Freddy [/mention] stated, is suspect.


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I do review products purchased from Amazon from time to time. The problem with most Amazon reviews is that you often get a prompt to review a product before you have even had a chance to use it. There are some companies that incentivize people to give 5 -star reviews in exchange for gift cards, etc. At least that is what I have read. If I post a review, it is going to be thorough and unbiased.

Although I have purchase some shaving supplies from Amazon, I consider that most of the people making such purchases have limited knowledge of wet shaving. If you look at the most popular shaving soaps on Amazon, inexpensive soaps like Williams, Col Conk, Arko, Van der Hagen, etc. seem to be prominent. Then they give the products a 5-star review because they do not have anything better against which to compare it. Then when getting a soap like Sir Henry, they do not have the experience lathering good soaps, so they get frustrated and give it a bad review. I do not think the problem is with the review, but with the lathering skills of the reviewer.

Agreed but have you ever tried to lather some of soaps cited?  With exception of Arko, they much more difficult than Sir Henry's in my experience

TSN mods accused me of being paid for undertaking product reviews, even fabricating reviewers on passarounds despite sending documented proof to contrary.  Based on that experience, am inclined to propose that those accusing others of being compensated to post favourable reviews are likely to themselves have a financial stake in a competitive product they trying to promote. Be aware of this people.

So I’m guessing all of us in this day and age of e-commerce have gotten good at reading reviews with an eye toward expertise, and that we take several reviews and build our opinion based on that.  It always amazes me how many reviews I read are posted either pre-use or post first-use of a product.  Both of these are worthless to me.  (How in the hell do you review a product that you haven’t used?) .  I’m already a fan but for giggles I went and read a bunch of your reviews, and as always I immediately chucked a bunch as worthless.
“This soap was huge!  It wouldn’t fit in my mug” (reviewer doesn’t understand what he’s reviewing…chucked)
“It was ok but for the price I’ll stick to Proraso” (I think the fella is nuts but this one is useful because I know proraso)
“I didn’t like the scent.  One star” (never understood why scent translated to a lower star rating unless the scent is just abominable)
“This stuff is legit. Smell is amazing, great easy lather and spot on slickness. Have tried various name brand and artisan soaps, and this is by far my favorite. Smell isn't overpowering, but you know it's there. It's a hard soap, so does require a bit more water during lather then a softer soap. Normal brush load and lather gets me enough lather for 3 passes with enough left over for touch up if needed.

Definitely an underrated soap. Haven't tried the other scents, but this going to be a must have in my rotation” (and there is the type of review I hunt for.  Fella obviously has his ducks lined up and some experience.  This one is “legit”


so…..this fella claims 30 years experience with soap/cream and brush and he gets thin performance and fleeting scent?  I’d not spend even seconds with his review given I have more thorough reports to read.  By the way, I pity this poor soul his shaving.  If he can’t get your stuff to perform he has to be struggling all around.  I’d also suspect his experience is not with soaps but creams and he’s not loading long enough.  (I never soak a soap).

The optimal average rating is in the range of 4.2-4.5. Conversion drops off for average ratings above and below that range. So it’s probably a good thing to have reviews like this in the mix.

That would indicate that it better to have a bevy of unsatisfied customers than a universally world renown customer experience reputation. 

Couldn't one argue having hundreds of 5 star ratings without reviews a better thing than 4,2-4,5 stars replete with factually errant reviews spreading misinformation? 

Fully realize there a body of marketing experts proclaiming even bad press is better than universally quiet and happy clients, just unconvinced of its merit.

Are there white papers detailing a correlation to actual sales and growth statistics that reflect a financial or market share benefit of having more errant review conversations with a lower star rating?  

Not being combative, simply asking you based on your experience and potential access to the studies.  From a strategic perspective, strikes this may be an instance where the wrong KPIs are getting precedence, perhaps KPIs advantaging tech hosts rather than the selling vendors

I must admit that I’m also skeptical. It’s one of those things that’s been repeated in a million places but it’s hard to pin down the original research. The idea is that people value reviews, but they’re skeptical of when it’s too good to be true. While I have my doubts, it does seem to have some merit when you browse the best sellers on Amazon. The products with thousands of reviews often have averages in that range.

I don’t think it’s very helpful to try to target that range and that’s not my point. The lesson that I take away is simply to not stress about one bad review. All the best products in the world have at least some bad reviews so just embrace it. Don’t try to get bad reviews to level out your average, but understanding that a 5.0 average may not even be the goal is valuable to the mental well-being of a business owner. Clearly this one review has been eating at OP despite all the overwhelmingly positive reviews enough that he created a thread about it. Understanding that it doesn’t matter and might even help is good for brushing this off.

in my opinion, if your product has 0 bad reviews, I'm more skeptical than if it has mixed reviews. if the reviews are mixed and honest, it helps set expectations...