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The Power of Reviews in Search
Ben Clarke-Smith
Head of Customer Success
My talk today
• The basics
• Evolving content
• Taking advantage
A bit about us…
Stand out from the crowd
Boost CRT
By adding seller ratings to
search ads
17%Source: Google AdWords blog
Be relevant
The Evolution of Content
WikisQ and A sites Blogs
Video ReviewsCompetitions
Social Media
Photos
Forms of UGC
Benefits of UGC
UGC videos get
more views than brand owned content10x
Benefits of UGC
of search results for the world’s 20 largest brands are linked to UGC
25%
Bring Reviews to Life!
90%of information transmitted to the brain is visual.
Bring Reviews to Life!
visuals are processed 60,000x
faster in the brain than text
Benefits of Video
video now appears in 70% of the top 100 search results listings
Bring Reviews to Life!
increase in views on content that has relevant images
94%Source: Kissmetrics
Take simple text reviews…
“amazing service…
nothing was too much trouble”
“best breakfast at a B&B
we’ve ever had.”
“stunning views of the Eiffel Tower
from our room...”
“comfortable flight –
easy, efficient check in.”
…and bring them to life!
Benefits of Video
Videos are shared
1,200xMore than text and links combined
Source: Simply Measured
Why only have this…
…When this says it better!
Or take this simple text…
…and bring it to life with video!
85%of people book their hotels
online
Source: PwC
Convenience is king
“Hotels with a view in Paris…40%
of millennials buy online monthly
Source: PwC
Convenience is king
Convenience is king
1/3of millennials agree that
smartphones will become their main purchasing tool
Source: PwC
Convenience is king
38%make restaurant reservations
online
Source: Marketwire
The power of feedback
29%Of shoppers aged 18-24 cite reviews as one of their most important decision factors
Source: Barclays Feedback Economy Report
A better customer experience
In 2016, companies will mainly be competing on customer
experience
CXSource: Gartner Survey
A better customer experience
choose the business that responds to reviews
65%Source: BrightLocal Consumer Report
A better customer experience
Better feedback management could boost hospitality revenue by
3.2bSource: Barclays Feedback Economy Report
Benefits of Video
85%of customers are more likely to purchase after watching a product video.
Source: Kissmetrics
Bring Reviews to Life!
increase in views on content that has relevant images
94%Source: Kissmetrics
Red Bull space jump
Clever stunt!
• 52m live views
• $64.8m cost
• $100m + of exposure
Or…
Source: JukinVideo
Or…
Source: JukinVideo
Chewbacca Mom Candace Payne
• 136 million views in 3 days
• Sold out on Amazon, Walmart, Toys R Us and many more
• Now selling for $300 on Ebay!
Customers will give you video reviews…
Customers will give you video reviews…
…even for the strangest of things!
…even for the strangest of things!
The final word
•Employ a trusted, invitation only platform
•Think video
• Involve your customers
Bring reviews to life!
Bring reviews to life!
