You already know that 80% of last year’s holiday shoppers read reviews while deciding what to buy. And it’s likely even more will turn to online reviews this year – the latest Nielsen numbers show that 70% of customers trust online recommendations from unknown users, up 9% over 2007.
If your brand site already employs Ratings & Reviews, you’re building the UGC customers need to make purchase decisions. But with a 7.7% projected drop in back-to-school spending, the holiday shopping season will be more crucial than ever for online retailers. Many are looking for ways to bring more customers to their sites.
Bring in more searchers, capture more referrals
SearchVoice leverages review content to drive organic search traffic to ecommerce sites. Review content is collected on a single microsite, allowing search engines to crawl the content for the specific keywords and phrases customers use, thus making the content much more findable – our studies show an average 142% increase in search traffic for reviews with microsites.
Six months after launching their reviews microsite, one Bazaarvoice client had six times the number of visits to their reviews page. Another Bazaarvoice client had 15 times as many referrals after six months, and after a full year, their monthly referrals were 92 times higher than before launching their microsite. Who was catching these customers before?
Increase and steady your search visits throughout the year
In addition to increasing your referrals, microsites help to steady referrals throughout the year. Companies without microsites will see more fluctuation in referrals before and after the holiday season.
One Bazaarvoice client launched their reviews microsite in November 2008. Their monthly referrals from the reviews page to the product page nearly tripled in the first month. Their referrals increased for the holiday season month-over-month from the previous year, and didn’t fall after the holiday season had ended.
With a truly make-or-break holiday season just around the corner, launching a reviews microsite will bring more customers to your product pages in time for the season. It usually takes only one or two months after implementation for the number of referrals to double or triple.
To discuss adding the SearchVoice microsite to your deployment, contact your Bazaarvoice Community Manager.