For site owners · Briefs & targeting
How do I write a brief reviewers can act on?
Describe the person, give them one job, tell them what you're worried about, and ask one question at the end. Five sentences is the sweet spot.
The New Site Burn form has three text fields. How you fill them in decides how useful the recording is.
Ideal customer
Describe a person, not a demographic. "A busy parent who just saw us on Instagram and is deciding whether this is worth $40" tells the reviewer what mindset to bring. "Women 25–44" is a targeting setting, not a brief.
Task
Give one concrete job. "Try to buy the 32oz bottle in the color you'd actually want, and tell me when you'd have given up" gets you a recording you can act on. "Look around and tell me what you think" gets you a tour.
Suspect a specific page? Say so. Reviewers will still tell you if the real problem is somewhere else.
Question at the end
Every burn ends with the reviewer answering your closing question, out loud and in writing. "If you didn't buy, what's the one thing that would have changed your mind?" is usually the most valuable 20 seconds of the recording.
Things reviewers won't do
- Enter real card details
- Create accounts with real personal data
- Contact you outside the platform
If your flow needs a login or a discount code, put it in the task.
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