Post on 20-Mar-2017
transcript
REVIEWS The Ultimate Assist
Mike Blumenthal & Aaron Weiche
@AaronWeiche
@mblumenthal
@AaronWeiche
@mblumenthal
The right assist Creates the highest percentage shot
What Really Matters Pre Sale? CASE STUDY
Click to Call
FB Message
Clicks to Website
Pageviews
LikesReach
Engagement
Views
Shares Comments
Request Driving Directions
Contact Form Bounce RateSessions
Photo views
Request Driving Directions
Click to Call
Contact Form& FB Message
58%39%
3%Measurable Direct Consumer ActionsCASE STUDY
70%
25%
1%4%
Google Local
Website
Yelp
Measurable Direct Consumer ActionsCASE STUDY
Yelp Facebook Google
3.1%
4.1%
92.7%
Measurable Direct Consumer ActionsCASE STUDY
Marketing Expenditures (QT)
1. YP - $1,5602. Billboard - $3,4003. Radio - $10,0004. FB - $1505. Adwords Express - $1506. Search Optimization - $1,2007. GetFiveStars - $90
New Customer Source Survey
Offline Advertising 9%(Radio, Billboard, YP, Other)
Personal Referrals33%
New Customer Source Survey
Read Reviews58%
New Customer Source Survey
The Slam Dunk?
Read Reviews58%
Personal Referrals33%
91% Word of Mouth
Know the FTC Guidelines
• When using testimonials they should reflect the overall experience of your customers
• Consider including a TOS that allows for removal of non compliant reviews
Google Rules For Review Rich Snippet• Original review content • Not 3rd Party Reviews• Visible on site • Include person name• If using Aggregate Ratings clearly link
to actual reviews
Create A Reviews Page
Test, Test, Test, Test, Test
Build Authority for Branded Results
Pick Your Battle(s) for Aggregate Review Schema
Aggregate Review Schema Must Link to Reviews
Never Stop Testing
Never Stop Testing
Multi- Location Location Page
Multi- Location Great UGC
Go On Offense
MYTHAsking for reviews means you get them
NPS 80
6 Reviews Per 100 Requests
0.66 Reviews Per 100 Requests
56 Location Food/Beverage Business
5 Locations using GetFiveStars, 6 months
Automated online & app orders for feedback requests
Added a “Give Feedback” link to website
Location NPS Score
Requests Sent
Open Rate Feedback Received
Online Reviews at Start (7/1/16)
Online Reviews Gained (New Total)
Review % Increase
Location 1 55 266 60% 29 14 17 (31) + 121%Location 2 37 512 60% 75 30 19 (49) + 63%Location 3 32 531 57% 60 61 42 (103) + 68%Location 4 21 439 59% 38 66 36 (102) + 54%Location 5 48 1268 59% 174 34 32 (66) + 94%
41 avg. +29 avg. + 80% avg.
Pilot locations averaged a gain of 29 reviews, with an 80% overall review count increase
Location NPS Score
Requests Sent
Open Rate Feedback Received
Online Reviews at Start (7/1/16)
Online Reviews Gained (New Total)
Review % Increase
Location 1 55 266 60% 29 14 17 (31) + 121%Location 2 37 512 60% 75 30 19 (49) + 63%Location 3 32 531 57% 60 61 42 (103) + 68%Location 4 21 439 59% 38 66 36 (102) + 54%Location 5 48 1268 59% 174 34 32 (66) + 94%
41 avg. +29 avg. + 80% avg.
Biggest gains … highest NPS
The 5 Pilot locations grew their overall review count 80% during the pilot, the other 51
locations grew their overall review count just 25% during this time
All 56 Locations 51 Locations Non-Pilot
5 Pilot Test Locations
Avg. Reviews per location at start
124 130 41
Avg. reviews per location gained
26 26 29
Review increase % + 26.5% + 25% +80%
All 56 Locations 51 Locations Non-Pilot
10-70 ReviewsAt Start / Non-pilot17 Locations
5 Pilot Test Locations
Avg. Reviews per location at start
124 130 45 41
Avg. reviews per location gained
26 26 21.6 29
Review increase % + 26.5% + 25% +48% +80%
Review Rating Avg.5 pilot locations
3.44 3.53
Review Rating Avg.51 other locations
3.93 3.91
* Highest pilot NPS location had biggest rating gain: 4.10 4.27
You Need Defense Too
The Feedback Link in the footer of the website helped capture
93 total customer feedbacks• 32 Promoters (9-10 NPS rating)• 12 Passives (7-8)• 49 Detractors (0-6)
*The locator was only linked on the website and did not receive any additional promotion or support like signage or employee direction
Feedback shouldn’t be hard work
Now Go Win@AaronWeiche + @mblumenthal