An Introduction to feedback

and reviews

What I’m going to cover today

- Sales – the changing landscape

- Current conversion buzzwords

- From Trampolines to eBay and Amazon – Feefo

- Benefits of feedback – the ‘Power of Three’

- Service and Product reviews – the sweet spot

- Ask less – find out more

- Avoid Fake reviews

- Be transparent /Case studies

- Don’t Crash and Burn – Top Tips

- Branding, what it’s about, what

- A real world definition of a brand

- Some advice for healthy living

What I’m going to cover today

This swamp

CustomerWord of

mouth is the

most powerful

tool

Then along came the internet

And it all changed

Buzzwords that aid conversion

Behavioral Analysis - (Targeted Offers)

Email Personalization – customer specific contact

Chat - proactive chat, reactive chat, exit chat, and click-to-call

Automated Guides – better understand product features, and assist with the selection process

Re-Targeting – Identification of visitors interested based on previous search

Listening to your customers voice

Feedback

Most people are honest.

Give praise where it is due; make complaints where appropriate.

...we have an open forum. Use it. Make your complaints in the open.

Let everyone know what a joy it was to deal with someone.

Pierre Omidyar founder 1996

The Power of Three

Google AdWords stars are a powerful way to increase clicks

+17%

Feedback and reviews

Show your reviews prominently on your page Feedback

builds

Trust

Get Social!

Show service and Product reviews

How

many

product

questions? Fewer

than

you

think

www.expedia.co.uk

Ask less

Find out more

Don’t Fake It!

..companies should be aware that posting fake reviews is likely to be illegal (under consumer protection regulations) and could be subject to investigation by Trading Standards or the Office of Fair

Trading.

The Advertising Standards Authority

Problem

A moving and storage company in the Pacific Northwest had strong conversion but

external reviews on the company on Yelp and Google+ were few and far between.

The client had collected customer feedback to help improve their business internally,

and was not showing these comments.

Why Showing reviews matters

The reviews were posted at a consistent frequency of 2-3 reviews per day.

SolutionWalker Sands web team created a reviews page to capture the sentiment of the company’s satisfied customers.

The Results were overwhelming!

Now over 1,000 customer reviews with an average rating of 4.5 stars

Reviews page ninth most viewed onsite with visitors average of eight minutes interacting with site

A dramatic increase in the conversion rate of visitors that engaged reviews pages.

Visitors that did not view the reviews page converted at 8.46 percent, while those who did converted at 15.4 percent!

The the site began converting so well the company received more business in the summer of 2013 than they had since 2006.

‘Adding reviews to your site is one way we suggest increasing your site’s engagement

and conversion rate. Just make sure the reviews are authentic, and don’t be afraid

to include negative reviews. ’

Katie Donabedian

www.walkersands.com

Other reasons genuine reviews help increase conversion

Fresh, unique content for search engines helps page ranking

63% of customers are more likely to make a purchase from a site which has user reviews

iPerceptions, 2011

Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that

come from manufacturerseMarketer, February 2010

Feedback and reviews

…after just one month we have already seen an increase in conversion rates from an

average of 2.5% of visits to a current 4.98% (nearly 100% up) for January

Nothing else has changed on the site and so we have to put it down to Feefo service and the additional ‘listening to your customer’ to

increase conversionJohn Hewitt

www.bamfordtrading.com

Genuine testimonial

Feedback and reviews

…we understand the importance of being able to guarantee 100% genuine feedback as Feefo does. Our 92% Quality Score is a true testament to our continued commitment to

improving the customer experience.

… together with Feefo we will be able to build on this further and faster in the future

Stuart Newman www.expedia.co.uk

Genuine testimonial

Don’t crash and burn

Top Tips

1. Power of Three2. Ask Service and Product

3. Show Your feedback – all of it!4. Use a Google Partner!

5. Be Transparent – respond!

Thanks for listeningAny questions?