A new consumer survey from Nielsen, commissioned by Yelp, argues that review sites drive higher conversions than search and social media. The survey of 2,000 US adults found that 92 percent of respondents said they made a purchase after visiting Yelp, “at least sometimes, frequently or almost always.”
At the highest level, this makes sense because reviews have a strong influence on consumer buying behavior, and review sites are generally part of consumers’ path to purchase. According to the survey, most people who made a purchase after visiting Yelp did so within a week or less.
Source: Nielsen consumer survey (2016)
Consumers using Yelp would appear to be low in the funnel:
Here are some of the survey’s additional findings:
Yelp did commission this survey, and in such circumstances, caution or skepticism is typically justified. However, there are other data sources and non-sponsored surveys that directionally support the findings in the Yelp survey.
Nielsen’s non-commissioned Global Trust in Advertising Survey (2015) found that “consumer opinions posted online” ranked higher for trust than most other marketing channels.
Source: Nielsen Global Trust in Advertising Survey (2015)
In addition, the Local Media Tracking Study, a non-sponsored study conducted by Burke for the Local Search Association, polled more than 8,000 consumers (2016) and found they were more likely to connect with a local business (call, email, store visit and so on) after a visit to a review site vs. other channels:
Finally, a large majority of Yelp searchers’ queries now happen in the Yelp app on mobile devices. These users are often closer in time to a purchase decision as well.
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