Study: Responding to reviews can improve paid-search conversion rates
Better reviews would have meant 13,000 more local leads for businesses in the study. Digital marketing agency Location3 has released a new study that argues more review stars translates into higher paid-search conversion rates. While this finding makes intuitive sense, the study documented it with 16 months of SEM campaign data. The data come from campaigns for national brands with local stores. In this context, “conversions” means post-click consumer actions on landing pages and brand websites. They include form fills, email inquiries, requests for quotes and other actions. Location3 found that better overall ratings were correlated with improved performance. As stars increased, so did conversions: Businesses in the lowest grouping had an average 3.31 stars, translating into an average conversion rate of 10.42 percent. The best-rated segment had an average of 4.96 stars, translating into a 12.83 percent conversion rate. Location3 concluded that if the lo...