New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Replying to at least 32% of reviews resulted in 80% higher conversions for enterprise locations.

An Uberall study found that an improvement in a company’s Google My Business star rating from 3.5 to 3.7 helped businesses increase their conversion growth by about 120%. Enterprise locations that replied to at least 32% of reviews attained 80% higher conversion rates than SMBs and direct competitors.

Between the 3.5 to 3.7-mark, conversion rate spiked for SMBs, enterprise locations and global brands. At 5 stars, it dropped for SMBs and global brands, but peaked for enterprise locations.

At 25%, SMBs had the highest average reply rate, enterprise had 12% and global brands had 9%. Uberall’s Norman Rohr says a conversion boost could improve footfall as consumers engaging with a brand are “extremely likely” to visit its store within 24 hours.

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