Bazaarvoice Conversations shows Maps.com the ROI of reviews
Maps.com switched to Bazaarvoice Conversations to increase and measure how its consumers interact with content.
Solution at a glance
To increase and track customer conversations
Implemented Bazaarvoice Conversations to collect ratings and reviews
Increasing conversion rates
Discovering the value of reviews
Maps.com always saw the value of consumer reviews in the decision-making journey. Robert Burns, Marketing Director at Maps.com, noted, “Our customers have several different choices on what maps to buy. Reviews make customers confident that they are making the correct decision.” However, the company did not have the hard numbers to measure the exact impact.
That was when Maps.com began working with Bazaarvoice. Not only could it display the reviews with the Bazaarvoice Conversations platform, but the product also provided tracking and insights.
The Bazaarvoice Workbench now allows Robert and his team to easily see what their customers are saying, how many of their visitors are interacting with the reviews, and whether these interactions increase the likelihood to buy. “We can now show that having visitors interact with reviews affects whether they buy or not,” stated Burns. The story is a positive one with almost 60% of visitors interacting with the reviews displaying on the site and an 8% conversion lift from customers who used reviews. Even better is that Maps.com is seeing a 26% revenue lift per visit from those who interact with reviews.
New ways to drive content
In addition to measuring the impact that reviews have, Maps.com has also taken steps to increase its review volume. Following Bazaarvoice best practices, Maps.com launched its first reviews sweepstakes in February with a goal of driving reviews and customer feedback. Customers who had purchased items within the past six months were asked to write reviews on those items for a chance to win a $100 gift certificate. Through this promotion, Maps.com saw a 200% increase in reviews.
Social media is also helping Maps.com start conversations. Maps.com launched the 5-star review app and has been tweeting at least one 5-star review per day to followers. Not only did the company gain 40 new followers 30 days after launching, but they have also seen an increase in clicks (average 16 click-through per tweet) driving back to the site and product page.
Maps.com is also extending the impact of fans sharing photos in reviews. The company shares selected photos and quotes from reviews on their Facebook page to show how customers are using its products. The simple act of sharing fan photos and quotes drives likes where other content doesn’t.
Maps.com has even started posting blog content and insight related to reviews. For example, the Maps.com team saw a review from a fan about guests signing a map at their wedding rather than a guest book. The team used this and other reviews related to the topic to create an article about various ways customers are using maps. What makes this content so valuable is the fact that it is inspired by customers. “It is really endearing to read the reviews,” says Heather Chamberlain, Marketing Specialist at Maps.com.
Future plans for Maps.com revolve around the customer
The next step for Maps.com is to dive deeper into consumer insights to get a better idea of what customers want. By listening to customers, Maps.com will be able to identify low-rated products and reach out to dissatisfied customers as well as high-rated products and continue to make use of these customer favorites through social media, the Maps.com website, and emails. “With Bazaarvoice, we can now quantify issues to facilitate a solution. We can easily search via the dashboard and find what people are saying,” says Chamberlain.
Maps.com is a leading provider of mapping products and solutions to business, education, and consumer markets. Founded in 1991 as Magellan Geographix, Maps.com is privately held with four primary business divisions.Download PDF »