What are customers already telling you?

The expert review is your opinion. Feedback is theirs. Reviews, comments, and support tickets are where customers put their objections, confusion, and disappointments in writing — the qualitative side of what we covered in session two.

where to look

• on-page reviews — sort lowest rating first; look for repeated complaints and surprises ("smaller than expected")
• Google reviews — delivery, service, and trust problems
• Meta ad comments — the questions and objections people have before they ever click
• Reddit — the unfiltered version: comparisons, "is it worth it?", what people bought instead
• support tickets — everything customers had to ask; each repeated question is a gap on the page

turn it into tasks

• one problem per task, written as something to do: "add a fit note under the size picker — 'runs small' in 14 reviews"
• say where you found it and how often it comes up
• tag the PACE stage it belongs to
• rate the urgency the same 1–10 way

Look for patterns, not one-offs. One angry review is an anecdote; the same complaint in ten places is a task.