Microsite drives natural search traffic

by Jeff Watts | Product Manager
August 27, 2007

Challenge

Today, ecommerce sites must effectively drive search traffic to succeed. A leader in specialty products and services knew that to stay on top in their competitive market, finding new ways of keeping search traffic at an all-time high was a top priority.

Solution

The industry leader teamed up with Bazaarvoice to leverage review content to drive natural search traffic by implementing SearchVoice Reviews, a comprehensive program of technologies and services that extends the reach and findability of review content to attract shoppers looking for authentic advice on products. More on SearchVoice Reviews and SearchVoice Answers can be found here.

Results

SearchVoice Reviews has seen outstanding results.

	The site is seeing a 40% increase in daily search referrals, confirming the power of user-generated content with search engines. If properly formatted and tagged, user generated content, like reviews, can be included as top-ranked results in long-tail searches. This traffic is a new, additional source for attracting shoppers outside of traffic already driven by product pages.
	The site is seeing a 40% increase in daily search referrals, confirming the power of userThe number of daily click-throughs from SearchVoice Reviews to the main site is up more than 100% since launch.
	Page views per visit increased 63%.
	Time spent on site increased 68%.
	Bounce rate is down 16%. More visitors are staying (and shopping). A common problem in driving traffic is that visitors often leave after visiting only one page – this is called a bounce. SearchVoice Reviews offers visitors relevant reasons to stay, including context-sensitive top-rated and most-popular product lists. As a result, SearchVoice Reviews is helping gain and retain more traffic and reduce bounce rates.