In his presentation, 'Reviews in 2016', Feefo CCO, Matt Eames, shares how businesses are evolving to take advantage of new technology, innovation and trends to provide quick and easy shopping solutions, while still ensuring they have opportunities to harness the benefits of collecting genuine feedback.

1. Feedback in real-time
How brands are connecting with customers on the
move.
Matt Eames CCO

2. Today’s topics
• The latest trends in reviews
• Real, relevant and responsive
• Their voice in their way
• Wrapping up

3. The latest
trends in
reviews

4. Latest from BrightLocal
92%of consumers now read reviews (vs. 88%
in 2014)
44%
40%of consumers form an opinion after reading just 1-
3 reviews (vs. 29% in 2014)
38%of customers are impressed with a mobile
optimised website (vs. 25% in 2013)
say a review must be written within a
month to be relevant

5. And fake reviews?
“Do you trust online reviews as much as personal
recommendations?”
2013 20152014
31%
21%
22%
“Yes, if I believe they’re
authentic”
• Real reviews are increasingly important
• Authenticity is the most important factor in trusting
online reviews
• Positive reviews are less influential (7% decrease
year-on-year)
Source: BrightLocal Consumer Report 2015

6. In a nutshell
Consumers are increasingly using reviews to make buying decisions
Reviews need to be recent, relevant and reliable
Shoppers make buying decisions more quickly
Mobile is an increasingly popular platform for shopping

7. Real, relevant
and responsive
Using latest trends to connect with
customers

8. Who are ‘millennials’ ?
Born between
1980 2000
“A different world, a different worldview.
Millennials have grown up in a time of rapid
change, giving them a set of priorities and
expectations sharply different from previous
generations.”
Source: Goldman Sachs

9. Convenience is king
1/3of millennials agree that
smartphones will become their
main purchasing tool
Source: PwC

10. The power of feedback
29%Of millennials age 18-24 cite reviews as
one of their most important decision
factors
Source: Barclays Feedback Economy Report

11. Millennials don’t queue

12. McDonalds are moving with the times
Source: McDonalds
“To improve the overall customer and
employee experience:
…self-ordering kiosks, handheld terminals
and cashless payments.”

13. A helping hand
Relevant and reliable
reviews on the fly.

14. Near Field Communication (NFC)
• Leave feedback at the point of sale
• Multiple touch points
• Resolve issues at the time

15. iBeacon
Source: iBeacon.com

16. Disruptive technology
…lose contact…

17. Their voice
Their way
Empowering consumers to leave
feedback the way they want to

18. Persuasive UGC
Source: Crowdtap
59%
54%
53%
46%
45%
40%
Electronics Appliances Mobile
Phones
Hotels Travel
Plans
Cars
Percentage of consumers influenced by User Generated Content (UGC)

19. The Evolution of Content

20. WikisQ and A sites Blogs
Video ReviewsCompetitions
Social Media
Photos
Forms of UGC

21. Benefits of UGC
UGC videos get more views than brand owne
content10x
Source: KissMetrics

22. Benefits of UGC
of search results for the world’s 20 largest
brands are linked to UGC
25%
Source: KissMetrics

23. Case Study: Burberry
Sales surged 50% Y-O-Y following launch of
site

24. Case Study: Starbucks
Starbucks earned publicity and proved that
they strongly value customer feedback

25. Case Study: Coca-Cola
increase in US sales
2%

26. Bringing reviews
to life
Unlocking the potential of
reviews with photo and video

27. Bring Reviews to Life!
90%of information transmitted to the brain is
visual.

28. Bring Reviews to Life!
visuals are processed 60,000x
faster in the brain than text

29. Benefits of Video
video now appears in 70% of the top 100
search results listings

30. Benefits of Video
85%of customers are more likely to
purchase after watching a product
video.
Source: Kissmetrics

31. Bring Reviews to Life!
increase in views on content that has
relevant images
94%
Source: Kissmetrics

32. Simple UGC…
Source: JukinVideo

33. Simple UGC…
Source: JukinVideo

34. …can have massive impact
• 136 million views in 3 days
• Sold out on Amazon, Walmart, Toys R Us and many more
• Now selling for $300 on Ebay!

35. Customers will give you video reviews…

36. Customers will give you video reviews…

37. …even for the strangest of things!

38. …even for the strangest of things!

39. Wrapping up
Using a reviews platform to
collect genuine reviews

40. A bit about us…

41. Benefits to your business
17%boost to CTR on ads on average…
…building trust with potential
customers and driving qualified
traffic…
…and increasing traffic and
conversions by as much as
35% as a result
Verified reviews contribute to
seller ratings (stars) in search
listings…
Source: Google Source: Google
Source: Kiss Metrics

42. What to do tomorrow…
• Make sure your reviews improve your website traffic, on-site
conversions and sales
• Ensure customers can read, leave and trust reviews on the move

43. What to do tomorrow…
• Use reviews to gain actionable insights
• Identify trends and themes in feedback
• Ask custom questions for targeted responses
• Create reports across multiple levels
• Ensure you are investing in genuine reviews – and maximising
the benefits!

44. Any
Thank you!
matt.eames@feefo.com