Even in Search Engine Marketing, we have seen many studies which show that people are less likely to click on an a PPC ad than a organic listing. This also fits in with the fact that people focus in on the active area on the screen and only glance towards the sides. In other words they are looking for content. Meaty, juicy, relevant content. What content has become the hottest content as of late? Why of course consumer generated content. It is a total win-win for everyone. Consumers get relevant content from the voice of other customers and retailers get content they didn't have to pay staff for and that usually impacts conversions positively.
Now imagine for a moment you could use all this user generated content not only to persuade and convert people who are on your site, but what if you could also use it to drive potential customers there. Sounds like a good plan, huh?
I think so too. That's why I am so proud that my good friends at Bazaarvoice have just implemented a syndication feature to the already pretty cool Bazaarvoice ratings and reviews functionality.
Imagine you are on the prowl for a shiny new video iPod. Go to Smarter.com and do a search. You'll eventually get to this page for the 30Gig Black Video iPod, click on the review tab or the link under the product rating and you'll see the syndicated reviews from Bazaarvoice clients Overstock.com and CompUSA. Cool, right? Their current syndication partners include Smarter.com, MSN (always one of the top converting search engines), PriceRunner and Froogle, with more to come soon. I'm sure you wouldn't be surprised that conversions on these clicks are very high (we've already seen a 60% higher than the average visitor on the landing page conversion in one analysis).
How likely are you to click on one of these reviews? Do you think your customers might? Any suggestions?