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Reviews - The Ultimate Assist

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Aaron Weiche & Mike Blumenthal's presentation from MozCon Local & LocalU 2017 in Seattle. View data from recent studies on the impact of online reviews for gaining new business and a case study on how using GetFiveStars improved review quantity and quality.

Published in: Marketing
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Reviews - The Ultimate Assist

  1. 1. REVIEWS The Ultimate Assist Mike Blumenthal & Aaron Weiche
  2. 2. @AaronWeiche @mblumenthal
  3. 3. @AaronWeiche @mblumenthal
  4. 4. The right assist Creates the highest percentage shot
  5. 5. What Really Matters Pre Sale? CASE STUDY Click to Call FB Message Clicks to Website Pageviews Likes Reach Engagement Views Shares Comments Request Driving Directions Contact Form Bounce Rate Sessions Photo views
  6. 6. Request Driving Directions Click to Call Contact Form & FB Message 58% 39% 3% Measurable Direct Consumer Actions CASE STUDY
  7. 7. 70% 25% 1% 4% Google Local Website Facebook Yelp Measurable Direct Consumer Actions CASE STUDY
  8. 8. Yelp Facebook Google 3.1% 4.1% 92.7% Measurable Direct Consumer Actions CASE STUDY
  9. 9. Marketing Expenditures (QT) 1. YP - $1,560 2. Billboard - $3,400 3. Radio - $10,000 4. FB - $150 5. Adwords Express - $150 6. Search Optimization - $1,200 7. GetFiveStars - $90
  10. 10. New Customer Source Survey Offline Advertising 9% (Radio, Billboard, YP, Other)
  11. 11. Personal Referrals 33% New Customer Source Survey
  12. 12. Read Reviews 58% New Customer Source Survey
  13. 13. The Slam Dunk?
  14. 14. Read Reviews 58% Personal Referrals 33% 91% Word of Mouth
  15. 15. 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
  16. 16. 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
  17. 17. Create A Reviews Page
  18. 18. Test, Test, Test, Test, Test
  19. 19. Build Authority for Branded Results
  20. 20. Pick Your Battle(s) for Aggregate Review Schema
  21. 21. Aggregate Review Schema Must Link to Reviews
  22. 22. Never Stop Testing
  23. 23. Never Stop Testing
  24. 24. Multi- Location  Location Page
  25. 25. Multi- Location  Great UGC
  26. 26. Go On Offense
  27. 27. MYTH Asking for reviews means you get them
  28. 28. NPS 80 6 Reviews Per 100 Requests 0.66 Reviews Per 100 Requests
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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%
  34. 34. All 56 Locations 51 Locations Non-Pilot 10-70 Reviews At Start / Non-pilot 17 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%
  35. 35. 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
  36. 36. You Need Defense Too
  37. 37. 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
  38. 38. Feedback shouldn’t be hard work
  39. 39. Now Go Win @AaronWeiche + @mblumenthal

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