A Kansas based lighting company sees a nice jump in conversions when they start using the Top Rated Local® review platform.
We don’t quote Shakespeare often in marketing blogs, but we’ll take a stab at it with lines from Act 2, Scene 3 of Othello, when the character Cassio sees his reputation destroyed:
Reputation, reputation, reputation! Oh, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial. My reputation, Iago, my reputation!
The villain Iago placates Cassio, saying:
“Reputation is an idle and most false imposition, oft got without merit and lost without deserving.”
In today’s digital marketing sphere, we are keenly aware of why Cassio lamented his lost reputation. In the digital world of review sites, reputation is almost immortal. This is not just word of mouth. It’s published content that people can view for years.
And Iago is wrong. With the right analysis and curation, a review score can be based on true merit and kept because the business deserves it.
Online reviews have come a long way in a short time, and smart businesses are taking advantage of them to earn customer trust and get more sales.
Here’s how Top Rated Local® worked to do just that for a Kansas lighting company.
Case Study: Lighting Store Develops a Reviews Landing Page
People want to see reviews, and a lighting company in Kansas knew it. They had a lot of great online reviews but found they were so spread across the internet that much of the content wasn’t doing any good.
That is until they found Top Rated Local® and starting using it as their reviews landing page (meaning they directed people looking for reviews to this page).
After getting reviews on Top Rated Local® and quantifying their overall ratings online into a Rating Score™ of 97.1, they had a page to direct prospects to with all their review content in one place.
By using the Top Rated Local® trust badge on their website, they encourage people to visit this landing page to learn about their excellent reputation.
This is a widget that opens up their review scores and links to the landing page.
The Results: A Fast Jump In Conversions
What is to be gained by having a review landing page that lets consumers quickly assess your reputation?
Well in the case of this business, it was an immediate jump in conversions:
During this period of 60 days (compared to previous period), their overall conversion rate jumped impressively:
- Conversion rate up 49.07%
- Cost per conversion down 42.53%
During this 60 day period comparison before and after adding Top Rated Local®, they got 20 more conversions but spent $4,195 less on marketing.
Reputation, reputation, reputation!
We should acknowledge that data related to reputation management initiatives will always be somewhat anecdotal because reputation itself is a human perception. We know trust impacts results, but it’s not something you can measure.
However, if there was ever any way to put the perception of trust into a quantifiable number, Rating Score™ is it. If you have a score in the 90’s, it’s going to help your marketing.
The data from this lighting company shows it. This is no “false imposition”. They got there because of the merit of their offer. They’re winning more business because they’re highlighting the impeccable reputation they deserve – because they earned it.
If your business merits this type of trust, you need to start communicating it to your customers. Reputation matters more than ever.