A presentation from Richard Anson, CEO of Reevoo, demonstrating that independent consumer reviews really can drive sales

2. 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

3. Suppor1ng Europe’s Biggest Brands
And Retailers

4. An Interna1onal PlaJorm
ICELAND
SWEDEN
NORWAY FINLAND
ESTONIA
LATVIA
RUSSIA
DENMARK
LITHUANIA
IRELAND
NETHERLANDS
ENGLAND
POLAND
GERMANY
BELGIUM
LICHTENSTEIN CZEK REPUBIC
SLOVAKIAY
FRANCE AUSTRIA
SWITZERLAND HUNGARY
SLOVENIA RUMANIA
CROATIA
BOSNIA AND YUGOSLAVIA
ITALY HERZEGOVINA
ANDALUCIA
BULGARIA
PORTUGAL MAKEDONIA TURKEY
SPAIN ALBANIA
GREECE
4

5. 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

6. There are lots of in‐store mechanisms to help shoppers
learn more, and find the best products for them

7. Millions of online shoppers have tradi1onally browsed in
isola1on

8. Everyone had to find their own way

9. Users should be free to learn from the experiences of
those who have gone before them

10. Reviews are an effec1ve way for shoppers to help
each other, and the demand for reviews is huge
• 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)

11. 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

12. Reviews have a measurable, drama1c
impact on conversion rates
Conversion Rates For People Who Conversion Rates For Sites with
Read Reviews Reviews
3.3%
+9%
1.2% 1.2% 1.3%
People who don't read People who read Site without reviews Site with reviews
reviews reviews
So one impact of reviews is more sales

13. Most products are good or excellent; reviews help
them confirm and contextualise their quality
DistribuCon of Review Scores Across Products
Number of Products
<6 6 7.5 7.6 9 9.1>
Product Average Score
BAD MEDIOCRE GOOD EXCELLENT
What is the impact of review scores on product selec1on?

14. Excellent products, if iden'fied and contextualised by
reviews, sell 2.7 1mes as well as mediocre products
Conversion Rate by Product When People Read Reviews
2.7x 5.1%
3.3%
1.9%
1.3%
0.6% Average Conversion when
users do not read reviews
Bad Mediocre Good Excellent

15. So what?
Reviews drive more sales of Reviews ensure fewer “bad”
“good” and “excellent” or “mediocre” products
products
Higher sales (long and short term)
Reduced returns
Increased customer saCsfacCon
Increased loyalty

16. 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

17. 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

18. Gaining trust on‐line is hard
Maintaining trust is even harder

19. Fines, Bad PR and the Law
Fined $300,000
Unfair Business‐to‐Consumer
Commercial Prac1ces Direc1ve
2005/29/EC

20. 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

21. Sony UK
Sony screenshot

22. Sony UK
Sony screenshot

23. 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

24. 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

25. Our post purchase emails achieve
15% Publish Rate

26. Ensuring that 70‐80% of a brands product
pages have reviews

27. 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

28. Reviews are aggregated and syndicated across our
network
Aggrega'on Syndica'on
On site purchasers Retailer
Websites
Warranty card
holders
Brand Website Publishers
Reevoo Retailer
Network Purchasers
Reevoo.com Mobile
registered users plaJorm

29. 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

30. 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
Google Rich Text Snippets support copy (ra1ng, # of reviews, ra1ng) to
Differen1ated results in natural search lis1ngs. differen1ate reviews
Ra1ngs, number of reviews and score appear
on the snippets Incorporates review content in your natural
and paid search lisCngs
Meta‐desc content (natural search)
Ra1ngs, number of reviews, and review Stars and number of reviews draw the eye,
snippets help your natural search lis1ngs stand increasing CTR and effecCveness of search
out from the crowd
engine markeCng

31. 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

32. 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

34. Social Community Building
Staff
Reviews
Expert
Consumer
Reviews
Reviews
Social
Facebook/
NavigaCon
& Shopping TwiVer

35. 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

36. 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

37. Expert Reviews

38. Social Shopping for Brands
58% of consumers visit manufacturer sites more than 12 Cmes
a year to learn more about products. (Forrester, 2009)

39. 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

40. Consumers expect a seamless service…
Telesales
In store
On‐line
Distribu1on
Brand
Partners

41. 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

42. The mobile opportunity

43. The mobile opportunity

44. 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

45. 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

46. Its about brands immersing themselves
in conversa1ons with their consumers

47. Thank You!
Richard Anson
Founder
Reevoo.com