Search Marketing In The Travel Sector | Vertical Leap | 17th May 2016

James Perrin

Digital Communications Specialist, Feefo

Enhancing Search Marketing with Customer Reviews

Digital Word of Mouth

£1bn £7bn £14bn

bn

Digital Word of Mouth

of Internet users say reviews influence

their purchasing decision.

Source: etailing Group

The Power of Customer Reviews

Types of Reviews

Text Picture Video

The Power of Customer Reviews

The Power of Customer Reviews

The Power of Picture Reviews

of eCommerce shoppers prefer authentic

photos from customers over professional photos.

Source: Yotpo

The Power of Picture Reviews

The Power of Video Reviews

Video content is shared

1,200% more times than links and text combined.

Source: Simply Measured

The Power of Video Reviews

Why Reviews?

InsightsTrust Traffic Sales

Source: Yelp.com

Trust

Why Reviews?

TrafficSEO PPC

Social & Content

Traffic - SEO

Review signals

Improved CTR

Reduced Bounce

Rate

Sources: Moz, Search Engine Land

Algorithm updates

Traffic – SEO

245% increase in organic traffic Y-O-Y

Traffic - PPC

Adding seller ratings to a search ad

boosts CTR by an average of

17%Source: Google AdWords blog

Traffic - PLAs

Traffic – Social Media

Why Reviews?

SalesCTR Conversion

Reduce CPC

(175 reviews) increase in conversion,

just by placing Feefo

scores next to ‘Buy Now’

Source: Feefo

Sales – Conversions

Sales – Conversions

3.01% uplift in revenue per visitor.

2.94% increase in total flight bookings.

Sales - Reduce CPC

CPC decrease of 12%

Bounce Rate decrease of 8%

6.7% increase in Conversion Rate

Why Reviews?

Business

Insights

Business Insights

Takeaways

Customer Reviews increase:

Trust | Traffic |Sales | Insights

Traffic & sales improve by enhanced:

SEO | PPC |Social | Content

Bring Your Reviews To Life!