Presentation done by Andy Mabbutt, during "Digital influencers, reviews and reputation" workshop, of the ENTER2015 eTourism conference.

1. An Introduction to feedback
and reviews
Paul Squires Sales Manager

2. What I’m going to cover today
- Sales – the changing landscape
- Current conversion buzzwords
- From Trampolines to eBay and Amazon – Feefo
- Why is Feedback so important?
- Benefits of feedback – the ‘Power of Three’
- Service and Product reviews – the sweet spot
- Ask less – find out more
- Avoid Fake reviews
- Be transparent /Case studies
- Don’t Crash and Burn – Top Tips

4. - Branding, what it’s about, what
- A real world definition of a brand
- Some advice for healthy living
What I’m going to cover today
This swamp
Customer
Word of
mouth is
the
most
powerful
tool

5. Then along came the
internet
And it all changed

7. Behavioral Analysis - (Targeted Offers)
Email Personalization – customer specific
contact
Chat - proactive chat, reactive chat, exit
chat, and click-to-call
Automated Guides – better understand
product features, and assist with the
selection process
Re-Targeting – Identification of visitors
interested based on previous search

8. Listening to your customers voice
Feedback

10. Most people are honest.
Give praise where it is due; make
complaints where appropriate.
...we have an open forum. Use it. Make your
complaints in the open.
Let everyone know what a joy it was to deal
with someone.
Pierre Omidyar founder
1996

12. WHY IS FEEDBACK
SO IMPORTANT?

13. 75% of consumers now
expect to be able to
feedback
on their experiences

14. 83% of all holiday shoppers are influenced by customer reviews
83% of all holiday
shoppers are
influenced by
customer reviews

15. 40% of personal travellers
and 46% of business
travellers use social
networking to share their
travel experiences

16. And 49% won’t book a hotel
without reviews!

17. But what is the
most important
thing about a
travel review?

20. The Power of Three

22. Google
AdWords
stars
are a
powerful
way to
increase
clicks
+17%

23. Feedback and reviews

24. Show your
reviews
prominent
ly on
your page Feedback
builds
Trust

25. Show
service
and
Product
reviews

26. Get
Social!

30. How
many
product
questions
?
Fewer
than
you
think

31. www.expedia.co.uk

32. Ask less
Find out more

33. Don’t Fake It!

34. ..companies should be aware that
posting fake reviews is likely to
be illegal (under consumer
protection regulations) and could
be subject to investigation by
Trading Standards or the Office of
Fair Trading.
The Advertising Standards
Authority

35. Problem
A moving and storage company in the
Pacific Northwest had strong
conversion but external reviews on
the company on Yelp and Google+ were
few and far between.
The client had collected customer
feedback to help improve their
business internally, and was not
Why Showing reviews matte

36. The reviews were
posted at a
consistent
frequency of 2-3
reviews per day.
Solution
Walker Sands web
team created a
reviews page to
capture the
sentiment of the
company’s satisfied
customers.

37. The
Results were
overwhelming!
Now over 1,000 customer reviews with an
average rating of 4.5 stars
Reviews page ninth most viewed onsite
with visitors average of eight minutes
interacting with site
A dramatic increase in the conversion
rate of visitors that engaged reviews
pages.

38. Visitors that did not view the reviews page
converted at 8.46 percent, while those who
did converted at 15.4 percent!
The the site began converting so well the
company received more business in the summer
of 2013 than they had since 2006.

39. ‘Adding reviews to your site is one
way we suggest increasing your site’s
engagement and conversion rate. Just
make sure the reviews are authentic,
and don’t be afraid to include
negative reviews. ’
Katie
Donabedian
www.walkersands.com

40. Other reasons genuine reviews help
increase conversion
Fresh, unique content for search
engines helps page ranking
Customers are more likely to make a
purchase from a site which has
GENUINE user reviews
Consumer reviews are significantly
more trusted (nearly 12 times more)
than descriptions that come from
manufacturers

41. Feedback and reviews

42. …we understand the importance of being
able to guarantee 100% genuine
feedback as Feefo does. Our 92%
Quality Score is a true testament to
our continued commitment to improving
the customer experience.
… together with Feefo we will be able
to build on this further and faster in
the future
Stuart Newman
www.expedia.co.uk
Genuine testimonial

43. Don’t crash and burn

45. Top Tips

46. 1. Power of Three
2. Ask Service and Product
3. Show Your feedback – all
of it!
4. Use a Google Partner!
5. Be Transparent – respond!

48. Thanks for listening
Any questions?