Most businesses understand that it’s beneficial to showcase reviews from their customers, but few know the plethora of benefits beyond showing off great testimonials. Reviews can certainly attract attention, and it’s unlikely that many who would turn down a 5* rating on Google given half the chance of getting their hands on one, however, it’s not just about showing off how great you are to attract new customers.
Here are some benefits that you wouldn’t necessarily expect to come from customer reviews, but often do:
- The bad is actually good (in the long run)
- Your current customers will feel more valued
- Traffic will be pushed to your site
- You can chop your advertising spend
GoPak is a folding table specialist that discovered some fantastic online benefits when it began to feature positive customer reviews online.
The strategy was to gather hundreds of positive reviews for the brand, in order to display the review percentage at the top of their website, and use rich snippets to display a star rating and numerical score in Google search results.
The result of these snippets in Google searches led to a 245% year on year increase in the organic traffic. Google has also recognised the credibility of the site and positive user experience; resulting in a jump in keyword rankings that enabled GoPak to achieve the number one spot for 'contour folding tables'.
Subsequently, Google awarded GoPak with a better Quality Score, based on the customer feedback, and the company’s ads appeared higher. As a result, they reduced its cost-per-click by 12%, year on year and the click-through-rate also improved by 28.72% when the ads contained a star rating, compared to those that didn’t.
In terms of engagement, once visitors were actually on-site, they also witnessed an 8.09% year on year decrease in bounce rate. The eCommerce conversion rate also improved by 6.77%.
By Andrew Mabbutt, CEO, Feefo