2
Building trust and engagement through transparent reviews cottages4you is the UK’s largest holiday cottage letting agency. By the very nature of its business, all the ‘products’ in its portfolio are unique. (DFK FRWWDJH LV GLIIHUHQW DQG WKDWèV UHćHFWHG LQ WKH JXHVWèV experience. Added to this, the company has two sets of customers: cottage owners, and holidaymakers. BACKGROUND FRWWDJHV\RX ZDQWHG SRWHQWLDO JXHVWV WR YLHZ FRWWDJHV ZLWK FRQĆGHQFH DQG QRW IHHO WKH QHHG WR JR HOVHZKHUH WR ĆQG RXW PRUH 7KH FRPSDQ\ ZDQWHG WR FUHDWH D VSDFH ZKHUH SUHYLRXV JXHVWV FRXOG VKDUH experiences of the cottage they had stayed in and about the holiday in general. It also wanted to combat the challenge of open forum review sites where anyone can leave good, bad or fake reviews. So cottages4you knew it had to take the initiative and offer customers transparent reviews, from genuine guests, collated by an independent third party. As well as making it easier for customers to make informed choices, the company believed indepeQdent reviews would improve conversions - achieving another important goal. cottages4you wanted guests’ comments to encourage cottage owners to make informed improvements WR ERWK SURSHUW\ DQG VHUYLFH UDLVLQJ VWDQGDUGV RYHUDOO %XW ĆUVW LW KDG WR FRQYLQFH WZR LPSRUWDQW groups of people. Internal staff were concerned transparent reviews would lead to an increased call volume they wouldn’t be able to handle. And of course cottage owners were worried about the impact any negative comments could have on their bookings. 3.7x more time spent onsite by review readers than non-review readers 3.4x more pages viewed by review readers than non- review readers www.reevoo.com case study

Building trus t and engagement through transparent reviews · 2020. 8. 8. · So cottages4you knew it had to take the initiative and offer customers transparent reviews, from genuine

  • Upload
    others

  • View
    1

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Building trus t and engagement through transparent reviews · 2020. 8. 8. · So cottages4you knew it had to take the initiative and offer customers transparent reviews, from genuine

Building trust and engagementthrough transparent reviews cottages4you is the UK’s largest holiday cottage letting agency. By the�very nature of its business, all the ‘products’ in its portfolio are unique.

(DFK�FRWWDJH�LV�GLIIHUHQW�DQG�WKDWèV�UHćHFWHG�LQ�WKH�JXHVWèV�experience. Added to this, the company has two sets of customers: cottage owners, and holidaymakers.

BACKGROUNDFRWWDJHV�\RX�ZDQWHG�SRWHQWLDO�JXHVWV�WR�YLHZ�FRWWDJHV�ZLWK�FRQĆGHQFH�DQG�QRW�IHHO�WKH�QHHG�WR�JR�HOVHZKHUH�WR�ĆQG�RXW�PRUH��7KH�FRPSDQ\�ZDQWHG�WR�FUHDWH�D�VSDFH�ZKHUH�SUHYLRXV�JXHVWV�FRXOG�VKDUH�experiences of the cottage they had stayed in and about the holiday in general. It also wanted to combat the challenge of open forum review sites where anyone can leave good, bad or fake reviews.

So cottages4you knew it had to take the initiative and offer customers transparent reviews, from genuine guests, collated by an independent third party. As well as making it easier for customers to make informed choices, the company believed indepeQdent reviews would improve conversions - achieving another important goal.

cottages4you wanted guests’ comments to encourage cottage owners to make informed improvements WR�ERWK�SURSHUW\�DQG�VHUYLFH��UDLVLQJ�VWDQGDUGV�RYHUDOO��%XW�ĆUVW�LW�KDG�WR�FRQYLQFH�WZR�LPSRUWDQW�groups of people. Internal staff were concerned transparent reviews would lead to an increased call volume they wouldn’t be able to handle. And of course cottage owners were worried about the impact any negative comments could have on their bookings.

3.7x more time spent onsite by review readers than non-review readers

3.4x more pages viewed by review readers than non-review readers

www.reevoo.com

case study

Page 2: Building trus t and engagement through transparent reviews · 2020. 8. 8. · So cottages4you knew it had to take the initiative and offer customers transparent reviews, from genuine

THE SOLUTION Reevoo implemented Ratings and Reviews and Customer Experience Reviews. Reevoo Ratings and 5HYLHZV�LQYROYHV�FROOHFWLRQ�RI�UHYLHZV�RI�FRWWDJHV�IURP�YHULĆHG�FXVWRPHUV�RQ�EHKDOI�RI�FRWWDJHV�\RXZKLFK�5HHYRR�SXEOLVKHV�RQ�WKH�FRWWDJHV�X�ZHEVLWH��,W�DOVR�ćDJJHG�XS�FRPPHQWV�WKDW�QHHGHG�D�UHVSRQVH��&RWWDJHV�ZHUH�JLYHQ�DQ�RYHUDOO�UDWLQJ��EDVHG�RQ�FOHDQOLQHVV��FRPIRUW��HTXLSPHQW��ORFDWLRQ�DQG�YDOXH�IRU�PRQH\��7KH�UHYLHZV�SURYLGHG�H[FHOOHQW�IHHGEDFN�IRU�WKH�FRPSDQ\�DQG�FRWWDJH�RZQHUV��LQFOXGLQJ�VXJJHVWLRQV�WKDW�ZLOO�KHOS�WKHP�LPSURYH�JXHVW�VDWLVIDFWLRQ�

7KURXJK�5HHYRR�&XVWRPHU�([SHULHQFH�5HYLHZV��FRWWDJHV�\RX�QRZ�FROOHFWV�DQG�GLVSOD\V�UHYLHZV�WKDW�IRFXV�RQ�FXVWRPHU�VDWLVIDFWLRQ�ZLWK�LWV�VHUYLFH�DQG�ERRNLQJ�SURFHVV��7KLV�FUHDWHV�WUXVW�DQG�FRQĆGHQFH�DPRQJ�SRWHQWLDO�FXVWRPHUV�DQG�HQFRXUDJHV�WKHP�WR�ERRN�RQOLQH��5HHYRR�LQWHJUDWHG�FRWWDJHV�\RX�&XVWRPHU�([SHULHQFH�5HYLHZV�ZLWK�*RRJOH�6HOOHU�5DWLQJV��ZKLFK�QRZ�GLVSOD\�DV�VWDUV�LQ�*RRJOH�SDLG�DGV��7KLV�KHOSV�FRWWDJHV�\RX�VWDQG�RXW�IURP�LWV�FRPSHWLWLRQ�DV�D�KLJKO\�UDWHG�PHUFKDQW�DQG�OHDGV�WR�LQFUHDVHG�ERRNLQJV�RQ�LWV�VLWH�

%HFDXVH�RI�FRWWDJHV�\RXèV�XQLTXH�EXVLQHVV�PRGHO�5HHYRR�KDG��WR�FDUHIXOO\�WDLORU�LWV�VHUYLFHV�WR�PHHW�VSHFLĆF�QHHGV��)RU�LQVWDQFH��WKH�FRWWDJHV�DUH�OLNHO\�WR�FKDQJH�IDLUO\�IUHTXHQWO\�DV�WKH\�DUH�XSGDWHG�DQG�DV�RZQHUV�UHVSRQG�WR�FRPPHQWV��7KDW�PDNHV�ROG�UDWLQJV�UHGXQGDQW��5HHYRR�FUHDWHG�UDWLQJV�IRU�FRWWDJHV�EDVHG�RQ�UHYLHZV�FROOHFWHG�LQ�WKH�ODVW����PRQWKV��7KH�FRQWHQW�LV�G\QDPLFDOO\�UHIUHVKHG�HDFK�GD\�WR�GLVSOD\�WKH�PRVW�FXUUHQW�UHYLHZV��$Q\RQH�LQWHUHVWHG�LQ�UHYLHZV�RYHU����PRQWKV�ROG�FDQ�YLHZ�WKHP�E\�IROORZLQJ�D�VHSDUDWH�OLQN��7KLV�JLYHV�ERRNHUV�WKH�PRVW�XS�WR�GDWH�LQIRUPDWLRQ��DQG�WKH\�FDQ�VWLOO�DFFHVV�ROG�UHYLHZV�WKURXJK�WKH�OLJKWER[�LI�WKH\�ZDQW�WR��FRWWDJHV�\RX�ZDV�FRQĆGHQW�WKDW�DOORZLQJ�FXVWRPHUV�WR�WHOO�WKHLU�VWRULHV�ZRXOG�EXLOG�WUXVW�ZLWK�LWV�WDUJHW�DXGLHQFH��OHDGLQJ�WR�PRUH�ERRNLQJV��,W�MXVW�QHHGHG�WR�FRQYLQFH�FRWWDJH�RZQHUV�LW�ZDV�WKH�ULJKW�PRYH�

5HHYRR�DQG�FRWWDJHV�X�ZRUNHG�WRJHWKHU�WR�PDNH�VXUH�HYHU\RQH�LQYROYHG�XQGHUVWRRG�WKH�FKDQJHV��7KLV�LQFOXGHG�FKHFNLQJ�WKH�WHUPLQRORJ\�LQ�WKH�FXVWRPHU�TXHVWLRQQDLUHV�WR�PDNH�VXUH�FRWWDJH�RZQHUV�ZHUH�KDSS\��DQG�SLORWLQJ�WKH�SURJUDPPH�LQ�6FRWODQG�DQG�:DOHV��7KH�RZQHUV�ZKR�ZHUH�SDUW�RI�WKH�SLORW�ZHUH�VXUYH\HG�WR�JDXJH�WKHLU�UHDFWLRQ��DQG�EDVHG�RQ�WKH�UHVXOWV��WKH�SURJUDPPH�ZDV�UROOHG�RXW�WKURXJKRXW�WKH�8.�

RESULTS5HYLHZ�UHDGHUV�VSHQW����[�ORQJHU�RQ�VLWH�WKDQ�QRQ�UHYLHZ�UHDGHUV�

5HYLHZ�UHDGHUV�YLHZ����[�PRUH�SDJHV�WKDQ�QRQ�UHYLHZ�UHDGHUV�

3XEOLVK�UDWH�RI�RYHU�����IRU�UHYLHZV��GHPRQVWUDWLQJ�VWURQJ�HQJDJHPHQW�IURPFRWWDJHV�\RX�FXVWRPHUV�

3x increase in conversion rate for review readers.

The results so far have led to:

Potential customers ILQGLQJ�tKe rigKt matcK�for tKeir needs more easil\.�

9LVLWRUV�VSHQGLQJ�ORQJHU�RQ�WKH�VLWH��OHDGLQJ�WR�LQFUHDVHG�FRQYHUVLRQV��

9DOXDEOH�FXVWRPHU�LQVLJKWV�IRU�FRWWDJHV�\RX�DQG�FRWWDJH�RZQHUV�DOORZLQJ

ERWK�SDUWLHV�PDNH�WKH�LPSURYHPHQWV�JXHVWV�ZDQW�WR�VHH�

,PSURYHG�FOLFN�WKURXJK�UDWHV�IURP�*RRJOH�VHDUFK�EHFDXVH�RI�6HOOHU�5DWLQJV�

FIND OUT MOREContact Reevoo for a demonstration of Kow our 9RLFH�RI�WKH�&XVWRPHU solutions can Kelp \ou.

[email protected]

+44 (0)20 7654 0350

“ We partnered with Reevoo because

they stood out from the other

companies we looked at. We

trusted their customer vHULĆFation

process and liked that their

independence was immediately

apparent to potential customers

through the branded ratings.”

Nick Smith�Marketing Director�cottages4\RX

“Reviews help potential customers

make informed choiceV�DQG�ĆQG�WKH�

right property for their needs. This

has led tR�D�VLJQLĆFDQW�LQFrease in

bookings — we’ve seen a 3x increase

in conversion rate from review

readers.”

Nick Smith�Marketing Director�cottages4\RX