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The Power of
Customer Reviews
Ben Clarke-Smith
Head of Customer Success
are you
listening comfortably?
Trusted conversations
Complete coverage
No lengthy questionnaires
At the right time
To the right people
Reviews influence 89% of purchasing decisions
Source: BrightLocal Consumer Report
Customer feedback
has changed
Online or instore
Desktop, mobile or tablet
Text, pictures and video
24hrs a day, 7 days a week
Categorised
Quantified
100...
95% of unhappy customers would return
Source: National Association of Retail Marketing
Clarity of insight
Actionable insights
Automated reporting
One to one
One to many
Trend analysis
Customer profiling
Understanding
72% say positive reviews increase trust
Source: BrightLocal Consumer Report
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 reviews
Sourc...
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 ...
PPC Benefits
Adding seller ratings to a search ad
boosts CTR by an average of
17%Source: Google AdWords blog
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 whi...
Feedback from
Merchants estimate
each new customer
in their database is
worth an extra £5 in
annual sales
Not to mention t...
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…
Ben Clarke-Smith
Head of Customer Success
ben.clarke-smith@Feefo.com
ABTOI - The Power of Customer Reviews
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ABTOI - The Power of Customer Reviews

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Feefo spoke at this year's ABTOI (Association of British Travel Organisers to Italy) event, on the power of Customer Reviews.

Published in: Travel
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ABTOI - The Power of Customer Reviews

  1. 1. The Power of Customer Reviews Ben Clarke-Smith Head of Customer Success
  2. 2. are you listening comfortably?
  3. 3. Trusted conversations Complete coverage No lengthy questionnaires At the right time To the right people
  4. 4. Reviews influence 89% of purchasing decisions Source: BrightLocal Consumer Report
  5. 5. Customer feedback has changed
  6. 6. Online or instore Desktop, mobile or tablet Text, pictures and video 24hrs a day, 7 days a week Categorised Quantified 100% verified
  7. 7. 95% of unhappy customers would return Source: National Association of Retail Marketing
  8. 8. Clarity of insight
  9. 9. Actionable insights Automated reporting One to one One to many Trend analysis Customer profiling Understanding
  10. 10. 72% say positive reviews increase trust Source: BrightLocal Consumer Report
  11. 11. It’s simple to get trust: 1. Guarantee reviews are from genuine customers 2. Do not moderate!
  12. 12. Consumers spend four times as long on site when they interact with bad reviews.
  13. 13. 67% They convert More highly than the average consumer.
  14. 14. 68%trust feedback more when they see good and bad scores Source: eConsultancy
  15. 15. 30% Suspect censorship when they don’t see bad scores Source: eConsultancy
  16. 16. Only 5% say they won’t buy a product with bad reviews
  17. 17. CRO Benefits A product with a one star review Has 110% more chance of selling, compared to a product with no reviews Source: Google
  18. 18. What to do with all that feedback… Using Customer Reviews… Drive Traffic – Increase Conversions – Gain Insights
  19. 19. Companies spend billions on reputation management and growing their brand... …When they could be using their customers to do their work for them!
  20. 20. PPC Benefits Adding seller ratings to a search ad boosts CTR by an average of 17%Source: Google AdWords blog
  21. 21. Product page reviews – increase sales – enhance SEO
  22. 22. (175 reviews) Increase in conversions, just by placing scores next to ‘Buy Now’ 6% Source: Feefo CRO Benefits
  23. 23. Integrate reviews on social pages Integrate reviews directly on social media. Links to product pages.
  24. 24. • Actionable insights • Integrate learnings throughout your business • Reward success
  25. 25. Review quantity - The more reviews the bigger the ROI
  26. 26. Don’t forget store reviews • 85% of consumers investigate your business online before they visit. • 57% read about you whilst they’re actually there.
  27. 27. Feedback from Merchants estimate each new customer in their database is worth an extra £5 in annual sales Not to mention the business intelligence.
  28. 28. The future of reviews…
  29. 29. Visuals are processed 60,000 x faster in the brain than text. 90% of information transmitted to the brain is visual.
  30. 30. video now appears in 70% of the top 100 search results listings Most Trusted Reviews
  31. 31. 85% Of customers are more likely to purchase after watching a product video.
  32. 32. User Generated Content videos get 10 x more views than brand-owned content.
  33. 33. So if you’re not using Customer Reviews properly…
  34. 34. Ben Clarke-Smith Head of Customer Success ben.clarke-smith@Feefo.com

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