reviews - the ultimate assist

REVIEWS The Ultimate Assist

Mike Blumenthal & Aaron Weiche

@AaronWeiche

@mblumenthal

The right assist Creates the highest percentage shot

What Really Matters Pre Sale? CASE STUDY

Click to Call

FB Message

Clicks to Website

Pageviews

LikesReach

Engagement

Views

Shares Comments

Request Driving Directions

Contact Form Bounce RateSessions

Photo views

Request Driving Directions

Click to Call

Contact Form& FB Message

58%39%

3%Measurable Direct Consumer ActionsCASE STUDY

70%

25%

1%4%

Google Local

Website

Facebook

Yelp

Measurable Direct Consumer ActionsCASE STUDY

Yelp Facebook Google

3.1%

4.1%

92.7%

Measurable Direct Consumer ActionsCASE STUDY

Marketing Expenditures (QT)

1. YP - $1,5602. Billboard - $3,4003. Radio - $10,0004. FB - $1505. Adwords Express - $1506. Search Optimization - $1,2007. GetFiveStars - $90

New Customer Source Survey

Offline Advertising 9%(Radio, Billboard, YP, Other)

Personal Referrals33%


Read Reviews58%


The Slam Dunk?

Read Reviews58%

Personal Referrals33%

91% Word of Mouth

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

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

Create A Reviews Page

Test, Test, Test, Test, Test

Build Authority for Branded Results

Pick Your Battle(s) for Aggregate Review Schema

Aggregate Review Schema Must Link to Reviews

Never Stop Testing

Multi- Location Location Page

Multi- Location Great UGC

Go On Offense

MYTHAsking for reviews means you get them

NPS 80

6 Reviews Per 100 Requests

0.66 Reviews Per 100 Requests

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

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

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.

Biggest gains … highest NPS

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

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%

All 56 Locations 51 Locations Non-Pilot

10-70 ReviewsAt Start / Non-pilot17 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%

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

You Need Defense Too

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

Feedback shouldn’t be hard work

Now Go Win@AaronWeiche + @mblumenthal