Conversion is all about getting your customer to do something. This can be anything from completing a sale to signing up for a newsletter. Conversion allows you to gain insight into your customers and market yourself more intelligently, so you can make more cash. When you’re a local business that conducts a lot of its conversion offline, it’s not as easy to access data or follow-up with customers.
Google and its three pack listing can be super-influential for local brands. When someone searches for your brand or service, Google lists your business details, overall rating and reviews. So, you guessed it, more positive reviews can help you shoot up the rankings and lead to more visits to your business or extra calls. Local searches are usually from people who are ready to buy or visit, so they want to act fast. Around 50% of local searchers then go on to visit a business within 24 hours.
Local search is fast, dynamic and impactful. People want to find information quickly and easily, as they’ve already gone through most of their thought process and are ready to interact with a service. 3 out of 5 consumers are locally searching on their smartphones and in many cases are actually en route, ready to find your businesses. This is why it’s essential that you are supplying effective content at every part of your customer journey provision, your business information is up to date and that you’re working on securing positive Google reviews.
When customers are using local search, they’re often searching with no prior knowledge or experience of your business, so reviews and ratings are a way to distinguish between what’s worth a click or not. Listings with reviews pass the test of authenticity for many users. If other people have gone and enjoyed a service then this instantly boosts levels of trust in a service. No reviews and ratings conjures up preconceptions that a business has just started out or it’s in some way inexperienced or lacking authenticity.
Whether people are actually reading or taking much notice of Google reviews remains to be seen. It could just be enough for businesses to have some reviews and generate a rating, so that there’s a visible footprint that people can refer to and see a business has reviews. 94% of customers will consider a business that has at least a 4 star rating and 80% of customers trust online reviews as much as they would from a personal recommendation. The top 3 results on Google three-pack will most likely have the most reviews and will impact search rankings.
Google reviews can really affect search results and consequently impact conversion. Because local searches are usually made with convenience and speed in mind, customers are ready to pounce on your business and just need the right reasons to do so. That’s not to say that when something goes through to your website they’ll automatically buy a product. You have to create content and a user journey that’s optimised too and provide customers with even more incentive to actively engage with your brand.