The impact this can have goes far beyond online sales. A typical retailer will have a 2% to 3% conversion rate, which means that 97% to 98% of their visitors are then going elsewhere, which in many cases means the brick & mortar store to check the product out and buy in person.Forrester estimates that by 2014 over half of ALL purchases will be influenced by online research.This means that the valuable word of mouth content your brand can help source from your advocates can reach over half of all shoppers. If you think of conversion as making the decision to purchase, that 77% stat can still apply to those visitors who choose to go to the store itself to complete their purchase.
-Of course, reviews will sometimes be negative. -Hearing about product issues direct from the consumer (instead of waiting for the channel) offers you a tremendous advantage.-ScotchBrite knew there was an issue with their “dish wand” product. But the incoming consumer reviews made the problem clear. The blue button on this dish wand, leaks and dislodges.-It turns out that the issue was due to poor sourcing in manufacturing – a rubber that shrinks when wet.-ScotchBrite was able to react quickly, reaching out to affected consumers and accelerating production on new dish wands. Within 90 days, they were able to replace the poorly performing products at their biggest retail accounts.
Strategic Use of User-GeneratedContent for SEO Michael DeHaven Group Product Manger, SEO Bazaarvoice @stormseo, @bazaarvoice @[twitterhandle] | @bazaarvoice
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