reevoo: why brands are choosing independent consumer reviews

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

Suppor1ng Europe’s Biggest Brands

And Retailers

An Interna1onal PlaJorm

4

IRELAND

SPAIN

FRANCE

ENGLAND

PORTUGAL

ANDALUCIA ITALY

SWITZERLAND

LICHTENSTEIN

BELGIUM GERMANY

NETHERLANDS

POLAND

DENMARK

CZEK REPUBIC

AUSTRIA

SLOVENIA

ALBANIA

GREECE

TURKEY

RUMANIA

LITHUANIA

LATVIA

ESTONIA

RUSSIA

FINLAND SWEDEN

NORWAY

BOSNIA AND HERZEGOVINA

ICELAND

MAKEDONIA

YUGOSLAVIA

BULGARIA

HUNGARY

SLOVAKIAY

CROATIA

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

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

Millions of online shoppers have tradi1onally browsed in isola1on

Everyone had to find their own way

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

•  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)

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

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

Reviews have a measurable, drama1c impact on conversion rates

1.2%

3.3%

People who don't read reviews

People who read reviews

Conversion Rates For People Who Read Reviews

1.2% 1.3%

Site without reviews Site with reviews

Conversion Rates For Sites with Reviews

+9%

So one impact of reviews is more sales

Most products are good or excellent; reviews help them confirm and contextualise their quality

Num

ber of Produ

cts

Product Average Score

DistribuCon of Review Scores Across Products

BAD MEDIOCRE GOOD EXCELLENT

<6 6 7.5 7.6 9 9.1>

What is the impact of review scores on product selec1on?

Excellent products, if iden'fied and contextualised by reviews, sell 2.7 1mes as well as mediocre products

0.6%

1.9%

3.3%

5.1%

Bad Mediocre Good Excellent

Conversion Rate by Product When People Read Reviews

2.7x

Average Conversion when users do not read reviews

1.3%

So what?

Reviews drive more sales of “good” and “excellent”

products

Reviews ensure fewer “bad” or “mediocre” products

Higher sales (long and short term) Reduced returns

Increased customer saCsfacCon Increased loyalty

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

Agenda •  Reevoo – a brief intro


•  4 Factors for success

–  Gaining and maintaining trust

–  Quality and quan1ty (aka coverage)

–  Distribu1ng those reviews as widely as possible

–  Driving traffic




Gaining trust on‐line is hard

Maintaining trust is even harder

Fines, Bad PR and the Law Fined $300,000

Unfair Business‐to‐Consumer Commercial Prac1ces Direc1ve 2005/29/EC

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

Sony UK

Sony screenshot

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

Our post purchase emails achieve

15% Publish Rate

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

Reviews are aggregated and syndicated across our network

Brand Website

Aggrega'on Syndica'on

On site purchasers

Warranty card holders

Reevoo Retailer Network Purchasers

Reevoo.com registered users

Retailer Websites

Publishers

Mobile plaJorm

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 copy (ra1ng, # of reviews, ra1ng) to differen1ate reviews

Incorporates review content in your natural and paid search lisCngs

Stars and number of reviews draw the eye, increasing CTR and effecCveness of search engine markeCng

Google Rich Text Snippets support Differen1ated results in natural search lis1ngs. Ra1ngs, number of reviews and score appear on the snippets

Meta‐desc content (natural search) Ra1ngs, number of reviews, and review snippets help your natural search lis1ngs stand out from the crowd

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

Agenda







Social Community Building

Facebook/TwiVer

Expert Reviews

Staff Reviews

Consumer Reviews

Social NavigaCon & Shopping

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

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

Expert Reviews

Social Shopping for Brands

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

Agenda





•  Customer reviews in a mul@‐channel world


Consumers expect a seamless service…

Telesales

On‐line In store

Distribu1on Partners Brand

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

The mobile opportunity

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

Agenda







Its about brands immersing themselves in conversa1ons with their consumers

Thank You!

Richard Anson

Founder

Reevoo.com

reevoo: why brands are choosing independent consumer reviews

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