BrightonSEO 2017 - Untapping the hidden potential of post purchase data and customer advocacy in e-commerce and SEO.

1. CLICK TO EDIT MASTER TITLE STYLE
Untapping the
potential of
customer advocacy
and reviews
Edward (Teddie) Cowell
SEO Director UK & International
MediaCom

2. Three Wolf Moon T-shirt review
2008, Brian McGovern
Pros: Fits my girthy frame, has
wolves on it, attracts women
Cons: Only 3 wolves (could probably
use a few more on the 'guns'),
cannot see wolves when sitting
with arms crossed, wolves would
have been better if they glowed in
the dark.
This shirt has
changed my life!
https://www.amazon.com/Mountain-Three-Short-Sleeve-T-Shirt/dp/B002HJ377A

3. Online reviewers were more trusted
than friends and family, and the brand
itself.
Salesforce. May 9-11, 2016, among
2,095 adults ages 18 and older
(among whom 1,988 have
purchased consumer goods in the
past 12 months).
Why would you want
to use online
reviews?
Salesforce: 2016 Connected Consumer Goods Report

4. The frequency with which people
read online reviews is also
correlated with how often they
shop online.
Roughly two-thirds (67%) of weekly
online shoppers say they nearly
always read customer reviews
before buying new items, compared
with 54% of monthly online
shoppers and 38% of those who say
they shop online less often.
http://www.pewinternet.org/2016/
12/19/online-reviews/
Regular online
shoppers are more
likely to read reviews

5. How do you implement
solutions to tap into that
sweet spot of customer
advocacy and reviews?
AUDIT:
review your
current ecosystem
PLAN:
tactics to drive
positivity and
volume
IMPLEMENT:
maximising impact

6. AUDIT:
review your
current ecosystem

7. Reviews
Local/Places
Rich Snippets
PPC Ad extensionsShopping results
Other websites
(TrustPilot,
TrustedReviews,
Which)

8. PLAN:
tactics to drive
positivity and
volume

9. Around half your customer base will
leave a review, slightly less if it’s an
older demographic. So depending
on your customer and transaction
volumes that could either be a large
or quite small pool to get to do so.
Percentage of global internet users
who post reviews online as of 4th
quarter 2015, by age group
1) Not everyone will
leave a review
© Statistica Source: Worldwide; GlobalWebIndex; 4th quarter 2015; 16-64

10. Share of 52 leading online retailers
sending review e-mails to
customers post-purchase in the
United Kingdom (UK). 2013, by e-
mail type
61.5% not asking for reviews
2) If you don’t ask
you don’t get
© Statistica Source: Micros United Kingdom; October to December 2013; 52

11. Are there things you can do to work out
who your loyal customers are?

12. How likely is it that you would
recommend our
company/product/service to a
friend or colleague?
-100 to 100 score that measures
the willingness of customers to
recommend a company's products
or services to others.
It is used as a proxy for gauging the
customer's overall satisfaction with
a company's product or service and
the customer's loyalty to the brand.
Net Promoter or Net
Promoter Score (NPS)
PromotersPassivesDetractors
1 2 3 4 5 6 7 8 9 10
NPS
%
Promoters
%
Detractors=
_
Score:

13. Then ask them for a review.
Create a better business use NPS to
put negative customer experience
into a feedback loop and fix the
issues.
Solicit reviews from customers that
had a good experience
Target your requests
to the right people
NPS > X
NPS < X
CRM
Online
review

14. Multi-Channel/
Omni-channel Retail
In Store
Google My
Business
Product
Page

15. Moz Local 2015
Local / Google My
Business
• Reviews impact rankings
• You can filter out businesses
that have fewer stars than you
want.

16. • Reviews have a big impact on
local listing rankings.
• But it’s against the Google My
Business review policy to solicit
reviews from customers by
offering incentives or setting up
review stations at your place of
business.
Unfortunately opting
out of reviews isn’t a
choice

18. For local, segment by email address
and location in order to personalise
the message and improve
conversion rate
Target your requests
to the right people
NPS > X
/ STAFF
NPS < X
@Gmail
Bought
in store X
CRM
Google
My
Business
Review
Page

19. “When it comes to aiding the
purchase decision, the top-
performing option for consumers
are user reviews (30%).”
*GroupM Research – Search the
Virtuous Circle. The Role of Search
and Social Media in the Purchase
Pathway.
1. Generates reinforcement and
validation metrics
2. Social content can be crawled
and displayed, including
some of what’s on Facebook
3. Visibility on social networks
can lead to indirect benefits
such as natural links from
other websites
Beyond Reviews and
Ratings
Social
Website Search

20. Promote and incentivise
social sharing
Checkout
confirmation
Promote customised
Social sharing
options and links to
your profiles

21. IMPLEMENT:
maximising impact

22. Make sure ratings and reviews are visible to users and search
engines or choose a platform vendor that does it for you

23. Benefits of rich snippets include:
• Drawing a user's attention to
your result.
• Increase perception of trust
• Providing instant information as
related to their query
• Increasing click-through rates
and lessen the amount of
bounces
“Rating and review rich snippets
(star ratings) can increase the click
through rate CTR to a website by as
much as 15%.” - Yahoo
Google - 17%
TrustPilot - 30% -200%
Why Implement
Reviews and Ratings
with Structured Data
Markup?
To comply with guidelines:
https://developers.google.com/search/docs/data-types/reviews

24. Implement for Success
Microdata JSON LD

25. Monitor the pickup
via webmaster tools

26. Monitor the pickup
via webmaster tools

27. Check, Test and Optimise using the
Structured Data Testing Tool
https://search.google.com/structured-data/testing-tool/u/0/

28. Whilst guidelines restrict how you can
surface reviews via schema, they don’t
restrict how you can surface them as
content.
Review sites dominate the stage of the
journey but that doesn’t have to be the
case.
Create a dedicated page aggregating
and targeting product comparison and
review searches, and even brand
searches
Upper funnel evaluation
searches
EVALUATION

29. Approach
• Optimise content around brand
and product reviews to target
evaluation searches
• Dedicated review page
• Use Schema.org to surface ‘rich
snippet’ aggregate review data
in search results
• UGC content to increase
uniqueness and relevance of
product pages
• Ownership and optimisation of
local listings for offline locations
(Google My Business)
• Include social plugins to drive
sharing
• Segment customers and gather
valid useful customer reviews
EVALUATE
Inform & Involve
ACT
Drive to action
POST-PURCHASE
Re-confirm/drive advocacy
Understand your customer
journey across organic search

30. Jeff Bezos "We don’t make money when
we sell things. We make money when
we help customers make purchase
decisions."

31. Questions & Answers