VIEWS: 13 PAGES: 2 CATEGORY: Periodicals POSTED ON: 6/18/2010
It only took a few weeks for Josh Himwich, director of e-commerce operations at Diapers.com, to notice the huge lift in natural-search traffic. The difference, Himwich says, was PowerReviews' new search engine optimization (SEO) software for product reviews. Diapers.com has more than 4,000 products, ranging from baby toys to maternity wear to home-cleaning supplies, and now more than 35,000 reviews of those products are search engine-friendly. Enter PowerReviews' In-Line SEO, which makes reviews search engine-friendly by embedding them within the HTML code of the product page. Without any other modifications to SEQ strategy or product-detail pages, Himwich could clearly attribute improvements to In-Line SEO.
noon lunch and a break at 10 a.m. CSRs knew the drill, but there wasn’t a roving supervisor with a clipboard to ensure Diaper Duty With search-optimized customer reviews, Diapers.com compliance. “Agents knew what was ex- pected of them, but there was nothing to increases site traffic and online sales I hold them accountable,” Brackin recalls. t only took a few weeks for Josh Enter PowerReviews’ In-Line SEO, “Supervisors can only do so much.” Himwich, director of e-commerce which makes reviews search engine– It may not seem like a big deal if a CSR operations at Diapers.com, to no- friendly by embedding them within the takes her break at 10:15 a.m. instead of tice the huge lift in natural-search HTML code of the product page. 10 a.m., but Brackin says the tweaks pile traffic. Sure, it had happened before— Without any other modifications to up and affect the overall level of service. when the company ran a promotion or SEO strategy or product-detail pages, For example, 80 percent of all calls must sent out an email campaign, or sometimes Himwich could clearly attribute improve- be answered within 25 seconds. “If an for reasons wholly unexplainable. Only ments to In-Line SEO. After just two agent doesn’t adhere and wants to go on this time, the uptick hadn’t faded. weeks, results far exceeded expectations: break with [his] friend, that’s two people The difference, Himwich says, was a 59 percent increase in the number of off the phones instead of one,” she says. PowerReviews’ new search engine opti- keywords driving traffic, and a 49 percent “That doesn’t help me meet service-level mization (SEO) software for product re- increase in overall natural-search traffic. objectives to customers.” views. Diapers.com has more than 4,000 “That’s why reviews are important,” With Verint’s system in place, supervi- products, ranging from baby toys to ma- Himwich says.“They add a lot more key- sors are now able to clearly show agents ternity wear to home-cleaning supplies, words into the mix for those pages…. what adherence should be and how it af- and now more than 35,000 reviews of You’re adding not only to the keyword fects the contact center overall. As a result, those products are search engine– density of that product but you’re adding the adherence rate increased from 63 per- friendly. Approximately 500 products a long tail of keywords as well.” Reviews, cent to 94 percent in one year. Scheduled have more than 15 reviews—some have written in a language that fellow custom- variance has plummeted from 10 percent more than 200—but only the first page of ers understand, help keep content on the to less than 1 percent. Sticking to the 15 reviews is indexed by search engines. product pages fresh and introduce key- schedule has increased the average agent’s (Companies can customize the number words with more frequency and rele- number of AARP-related outbound calls of reviews displayed to search engines, vance than a marketer ever could. (For by an average of 15 percent. “Seeing the but Darby Williams, PowerReviews’ vice more on search engine marketing, see results so quickly was the biggest shocker president of product management, says “Search Engineering,” page 37.) for us,” Brackin says. “If you can produce the law of diminishing returns comes The bottom line was just as rosy: In those reports in real time and train peo- into play—the most-relevant reviews are the two weeks after implementing In- ple to use the tool, they’ll re
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