Date post: | 12-May-2015 |
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Reevoo: A brief introduc1on
• c. 1 million genuine reviews from real shoppers
• > 300 electrical categories
• We publish all product reviews, good and bad
• All our reviews are from genuine confirmed purchasers
• > 90 retailers and manufacturers
Suppor1ng Europe’s Biggest Brands
And Retailers
An Interna1onal PlaJorm
4
IRELAND
SPAIN
FRANCE
ENGLAND
PORTUGAL
ANDALUCIA ITALY
SWITZERLAND
LICHTENSTEIN
BELGIUM GERMANY
NETHERLANDS
POLAND
DENMARK
CZEK REPUBIC
AUSTRIA
SLOVENIA
ALBANIA
GREECE
TURKEY
RUMANIA
LITHUANIA
LATVIA
ESTONIA
RUSSIA
FINLAND SWEDEN
NORWAY
BOSNIA AND HERZEGOVINA
ICELAND
MAKEDONIA
YUGOSLAVIA
BULGARIA
HUNGARY
SLOVAKIAY
CROATIA
Agenda
• Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 factors for success
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
There are lots of in‐store mechanisms to help shoppers learn more, and find the best products for them
Millions of online shoppers have tradi1onally browsed in isola1on
Everyone had to find their own way
Users should be free to learn from the experiences of those who have gone before them
• 71% of UK online shoppers seek out ra1ngs and reviews. (NetExtract, 2007)
• In a study of 2,000 shoppers, 92% deemed customer reviews as ‘extremely’ or ‘very helpful’. (eTailing Group)
• 77% of online shoppers use reviews and ra1ngs when purchasing. (Jupiter Research)
• Ra1ngs and reviews is the second most important site feature behind search, and online buyers who cite ra1ngs and reviews as the most useful site feature has doubled from 2005 ‐ 2006. (Jupiter)
Reviews are an effec1ve way for shoppers to help each other, and the demand for reviews is huge
Consumers trust the views of other consumers more than words of a brand
• Yankelovich Research January 2007 New York City dweller: Exposed to 5,000 ads per day
• Global Nielsen Survey 26,486 internet users in 47 markets = Consumer recommenda1ons are the most credible form of adver1sing among 78% of respondents
• Customers talking about your products, will drive sale from other consumers
• Enabling customers to review products or share personal experience on a website not only engages customers with a brand, but this context helps others make purchasing decisions
Reviews have a measurable, drama1c impact on conversion rates
1.2%
3.3%
People who don't read reviews
People who read reviews
Conversion Rates For People Who Read Reviews
1.2% 1.3%
Site without reviews Site with reviews
Conversion Rates For Sites with Reviews
+9%
So one impact of reviews is more sales
Most products are good or excellent; reviews help them confirm and contextualise their quality
Num
ber of Produ
cts
Product Average Score
DistribuCon of Review Scores Across Products
BAD MEDIOCRE GOOD EXCELLENT
<6 6 7.5 7.6 9 9.1>
What is the impact of review scores on product selec1on?
Excellent products, if iden'fied and contextualised by reviews, sell 2.7 1mes as well as mediocre products
0.6%
1.9%
3.3%
5.1%
Bad Mediocre Good Excellent
Conversion Rate by Product When People Read Reviews
2.7x
Average Conversion when users do not read reviews
1.3%
So what?
Reviews drive more sales of “good” and “excellent”
products
Reviews ensure fewer “bad” or “mediocre” products
Higher sales (long and short term) Reduced returns
Increased customer saCsfacCon Increased loyalty
And here’s what a brands says
“We’re delighted to be partnering with Reevoo, whose unique
service protects our brand integrity, protects us from
fraudulent reviews, and increases our conversion rates. In an
environment where trust is becoming paramount, we believe in
giving consumers honest and independent appraisals of our
products.”
Online Communica1ons Manager, Sony Europe
Agenda • Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
– Gaining and maintaining trust
– Quality and quan1ty (aka coverage)
– Distribu1ng those reviews as widely as possible
– Driving traffic
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Gaining trust on‐line is hard
Maintaining trust is even harder
Fines, Bad PR and the Law Fined $300,000
Unfair Business‐to‐Consumer Commercial Prac1ces Direc1ve 2005/29/EC
Reevoo: an independent publisher of reviews….
• Cer1fied purchasers
• All product reviews, good or bad
• Ensure reviews are product centric
We reinforce the impar'ality and credibility of a brands site
Sony UK
Sony screenshot
Sony UK
Sony screenshot
Agenda • Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
– Gaining and maintaining trust
– Quality and quan1ty (aka coverage)
– Distribu1ng those reviews as widely as possible
– Driving traffic
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Ensuring consumers are engaged across a brands site
• All products have credible reviews
• A significant number of reviews per
product
• Reviews are customised to each
product category
• Reviews are relevant to each
shopper
Our post purchase emails achieve
15% Publish Rate
Ensuring that 70‐80% of a brands product pages have reviews
Agenda • Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
– Gaining and maintaining trust
– Quality and quan1ty (aka coverage)
– Distribu1ng those reviews as widely as possible
– Driving traffic
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Reviews are aggregated and syndicated across our network
Brand Website
Aggrega'on Syndica'on
On site purchasers
Warranty card holders
Reevoo Retailer Network Purchasers
Reevoo.com registered users
Retailer Websites
Publishers
Mobile plaJorm
Agenda • Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
– Gaining and maintaining trust
– Quality and quan1ty (aka coverage)
– Distribu1ng those reviews as widely as possible
– Driving traffic
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Driving excepConal Click Through Rate Support for Google Rich Text Snippets enabled through review content
Review content for PPC (paid search) New keywords allowing you to target niche, high performing terms. Review copy (ra1ng, # of reviews, ra1ng) to differen1ate reviews
Incorporates review content in your natural and paid search lisCngs
Stars and number of reviews draw the eye, increasing CTR and effecCveness of search engine markeCng
Google Rich Text Snippets support Differen1ated results in natural search lis1ngs. Ra1ngs, number of reviews and score appear on the snippets
Meta‐desc content (natural search) Ra1ngs, number of reviews, and review snippets help your natural search lis1ngs stand out from the crowd
Driving Links Through Social Media Engagement
• Distribute user‐generated content to your social media channels increasing visibility and inbound links
• Share reviews on sites such as Facebook, Digg or Twizer. This creates addi1onal links on the site of choice back to your site.
Catch the wave of social media outlets as their influence in ranking engines develops and matures
Agenda
• Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Social Community Building
Facebook/TwiVer
Expert Reviews
Staff Reviews
Consumer Reviews
Social NavigaCon & Shopping
V3 Reevoo Lightbox
Sharing feature
Filter reviews by relevance
Sort reviews
Tab structure which allows for addi1onal social media content e.g. video, expert, staff reviews
Social Naviga1on for Brands
Search and sort products by scores, features, most popular, most helpful reviews etc.
Help customers make their choice at the category page
Expert Reviews
Social Shopping for Brands
58% of consumers visit manufacturer sites more than 12 Cmes a year to learn more about products. (Forrester, 2009)
Agenda
• Reevoo – a brief intro
• The case for verified, trusted reviews
• 4 Factors for success
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul@‐channel world
• What the future holds
Consumers expect a seamless service…
Telesales
On‐line In store
Distribu1on Partners Brand
Providing a seamless service
• Consistency of shopper experience
• Shoppers reading reviews are more likely to convert in store
• Reviews in brochures increase reach
• Reviews in email marke1ng drive
click throughs
The mobile opportunity
The mobile opportunity
Reevoo’s mobile service
Of the 5 mobile shopping comparison sites I looked at, Reevoo was one of the best….and now includes pricing informa'on from retailers. Graham Charlton, E‐consultancy
Agenda
• Reevoo – a brief intro
• The case for verified, trusted reviews
• 3 Factors for success
• Reviews forming the corner stone of a social media strategy
• Customer reviews in a mul1‐channel world
• What the future holds
Its about brands immersing themselves in conversa1ons with their consumers
Thank You!
Richard Anson
Founder
Reevoo.com