The Power of Customer Reviews in RetailMatt Eames – Chief Commercial Officer#FightingFakeReviews

89% say reviews influence their

purchasing decisions

Source: eConsultancy

75%expect to be able to

leave feedback

Source: BrightLocal Consumer Report

65%choose the business

that responds to

reviews

Source: BrightLocal Consumer Report

95% of unhappy customers would

return if an issue was dealt with

quickly and efficiently

Source: National Association of Retail Marketing

79% trust online reviews as much as personal

recommendations

Source: BrightLocal Consumer Report

But the

problem is…

Source: Yelp.com

Source: TheGuardian.com

Amazon sues 1,000 'fake reviewers'

£23.3bn

UK consumers annual spend after reading an

online review

So, if ¼ of online reviews are fake, more than

£5bn

is spent after potentially being misled

A simple solution to

ensure reviews are genuine?

What’s most important about reviews?

It’s simple to get trust:

1. Guarantee reviews are from

genuine customers

2. Do not moderate!

Consumers spend four times as long on

site when they interact with bad reviews.

67% They convert

More highly than the

average consumer.

68% trust feedback more

when they see good

and bad scores

Source: eConsultancy

30% Suspect censorship when they don’t see bad

scores

Source: eConsultancy

Only 5% say they

won’t buy a

product with bad

reviews

CRO Benefits

A product with a one

star review

Has 110% more

chance of selling,

compared to a product

with no reviewsSource: Google

What to do with all that feedback…

Using Customer

Reviews…Drive Traffic – Increase Conversions – Gain Insights

Companies spend

billions on reputation

management

and growing their brand...

…When they could

be using their

customers to do their

work for them!

PPC Benefits

Adding seller ratings to a search ad

boosts CTR by an average of

17%Source: Google AdWords blog

Drive more

qualified

traffic and

improve

brand

presence

Product Listings Ads

Product page reviews – increase sales – enhance SEO

(175 reviews)Increase in conversions,

just by placing scores

next to ‘Buy Now’

6%Source: Feefo

CRO Benefits

Integrate reviews on social pages

Integrate reviews

directly on social

media.

Links to product

pages.

• Actionable insights

• Integrate learnings

throughout your

business

• Reward success

Review quantity - The more reviews the bigger the ROI

Don’t forget store reviews

• 85% of consumers investigate your business online before they visit.

• 57% read about you whilst they’reactually there.

Feedback from Merchants estimate each new customer in their database is worth an extra £5 in annual sales

Not to mention the business intelligence.

The future of reviews…

Visuals are processed 60,000 x

faster in the brain than text.

90% of information transmitted to the

brain is visual.

video now appears in 70% of the top 100 search results listings

Most Trusted Reviews

85% Of customers are more likely to purchase

after watching a product video.

User Generated Content videos get

10 x more views than brand-owned

content.

So if you’re not using Customer Reviews properly…

Thank you – any questions?

Matt Eames - CCO