Aaron Weiche & Mike Blumenthal's presentation from MozCon Local & LocalU 2017 in Seattle. View data from recent studies on the impact of online reviews for gaining new business and a case study on how using GetFiveStars improved review quantity and quality.
7. What Really Matters Pre Sale?
CASE STUDY
Click to Call
FB Message
Clicks to Website
Pageviews
Likes
Reach
Engagement
Views
Shares Comments
Request Driving Directions
Contact Form Bounce Rate
Sessions
Photo views
20. Know the FTC Guidelines
• When using testimonials they should reflect the
overall experience of your customers
• Consider including a TOS that allows for removal
of non compliant reviews
21. Google Rules For Review Rich Snippet
• Original review content
• Not 3rd Party Reviews
• Visible on site
• Include person name
• If using Aggregate Ratings clearly link
to actual reviews
35. 56 Location Food/Beverage Business
5 Locations using GetFiveStars, 6 months
Automated online & app orders for feedback
requests
Added a “Give Feedback” link to website
36. Location NPS
Score
Requests
Sent
Open Rate Feedback
Received
Online
Reviews at
Start
(7/1/16)
Online
Reviews
Gained
(New Total)
Review %
Increase
Location 1 55 266 60% 29 14 17 (31) + 121%
Location 2 37 512 60% 75 30 19 (49) + 63%
Location 3 32 531 57% 60 61 42 (103) + 68%
Location 4 21 439 59% 38 66 36 (102) + 54%
Location 5 48 1268 59% 174 34 32 (66) + 94%
41 avg. +29 avg. + 80% avg.
Pilot locations averaged a gain of 29 reviews,
with an 80% overall review count increase
38. The 5 Pilot locations grew their overall review
count 80% during the pilot, the other 51
locations grew their overall review
count just 25% during this time
39. All 56 Locations 51 Locations
Non-Pilot
5 Pilot
Test Locations
Avg. Reviews per
location at start
124 130 41
Avg. reviews per
location gained
26 26 29
Review increase % + 26.5% + 25% +80%
40. All 56 Locations 51 Locations
Non-Pilot
10-70 Reviews
At Start / Non-pilot
17 Locations
5 Pilot
Test Locations
Avg. Reviews per
location at start
124 130 45 41
Avg. reviews per
location gained
26 26 21.6 29
Review increase % + 26.5% + 25% +48% +80%
41. Review Rating Avg.
5 pilot locations
3.44 3.53
Review Rating Avg.
51 other locations
3.93 3.91
* Highest pilot NPS location had biggest rating gain: 4.10 4.27
44. The Feedback Link in the footer
of the website helped capture
93 total customer feedbacks
• 32 Promoters (9-10 NPS rating)
• 12 Passives (7-8)
• 49 Detractors (0-6)
*The locator was only linked on the website and did not receive any
additional promotion or support like signage or employee direction
Anayltics for web
Google Insights
Facebook Insights and Messages
Yelp Activity
Yext Report
5% of all local web traffic took one of these steps
Case study examined direct consumer actions for last QT 2016
Click to call business, request driving directions, fill out a contact request
at Yelp, Google, FB, Bing, Yext & Website
104 actions on websites out of 2206 sessions (in market) on the website = 4.7% of all sessions resulted in an action that was a good proxy for actual behavior
Dug into sources for actions on website
FB a little
Almost all Google
Qt Marketing Expenditures for the same period
In store survey as to how NEW Customers discovered the business
Offline = Radio 4%, Billboard 1%, PhoneBook 2%, General awareness 2%
In store survey as to how NEW Customers discovered the business
Offline = Radio 4%, Billboard 1%, PhoneBook 2%, General awareness 2%
In store survey as to how NEW Customers discovered the business
Offline = Radio 4%, Billboard 1%, PhoneBook 2%, General awareness 2%
In store survey as to how NEW Customers discovered the business
Offline = Radio 4%, Billboard 1%, PhoneBook 2%, General awareness 2%
In store survey as to how NEW Customers discovered the business
Offline = Radio 4%, Billboard 1%, PhoneBook 2%, General awareness 2%
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc
Be sure to
1- properly nest
2- Errors
3- watch out for previous schema, hcard
4- Wordpress eats a lot of code depending on its location… so be familiar with the limits and strength of widgets etc