Brand reputation audit to find conversion issues

Every aspect of your business from ad copies, website design, navigation, product pricing, offers, product quality, order fulfillment, shipping to after-sales service impact the website conversion rate, sales, brand loyalty and repeat business.

Follow the steps below to conduct a brand reputation audit with the objective of finding conversion issues:

#1 Search for your client’s brand name + reviews (for example: ‘debenham reviews’) on Google:

#2: Scan all the top review websites one by one and then answer the following questions:

#2.1 Are the reviews mostly positive or negative or mixed?

#2.2 What customers are complaining about the most in the reviews? Create and maintain a database of most common objections and complaints.

Following are the most common objections and complaints I once encountered when scanning the reviews of a big ecommerce business:

  • Written communication got unanswered
  • Phone calls being disconnected,
  • Clients put on indefinite hold,
  • Clients raising disputes with PayPal
  • Clients not getting a refund on time.
  • Returns are not easy.
  • Customers being sold out of stock items.
  • Customers not getting their orders delivered for weeks.
  • Hard time reaching a customer representative.
  • Delivery almost always take longer than promised
  • Some customers threatening to sue.
  • Some customers threatening to complain to the better business bureau (BBB)

I scanned dozens of customers’ reviews (it took around 2 days) and the number one complaint was regarding shipping delays following by problems with following up with the customer support. The customer support seemed to be struggling with answering the customers’ inquiries on time.

Note down all the most common objections and complaints raised by angry customers. These are the conversion issues that we need to fix first in order to provide better user experience, quickly improve website sales and get repeat business.

Focus on Negative reviews as they uncover hidden, unaddressed issues which when resolved can greatly improve your business bottom-line, provide the word of mouth publicity and repeat business.

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Get the ebook on learning to read e-commerce reports (100+ Pages)

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#3 Does the client reply to each and every negative review publicly?

Reply to each and every negative review publicly and as soon as they are posted. 

Reviews esp. the bad ones should never be ignored. If they remain unanswered, they just create the impression that the company does not care about its customers. It is a PR disaster that damages brand image and credibility.

#4 Do the reputation audit at least once every month to discover new conversion optimization opportunities.

Every website has got 10,000 problems that need fixing. But nobody has time and resources to fix them all.

In order to prioritize your tasks and manage your resources, you need to collect customers’ feedback data all the time, 24 hours a day, 7 days a week.

Your customers’ feedback will almost always highlight the most important issues that need fixing first. Without such feedback data, you may end up spending a significant amount of time and resources in finding and fixing a problem that doesn’t really matter to your customers.

If something doesn’t matter to your customers than it won’t help you in improving the business bottomline. It is as simple as that.

Related Articles

  1. Schwartz five stages of awareness in marketing
  2. Product detail page design best practices
  3. Product images best practices for ecommerce websites
  4. Product pricing strategies for ecommerce websites
  5. Writing product descriptions that convert
  6. 12 ecommerce best practices for your category pages
  7. 25 web form design best practices – Optimizing forms for conversions
  8. Shopping cart design best practices
  9. Website navigation best practices
  10. Brand reputation audit to find conversion issues
 

Do you know the difference between Web Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

 

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4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.


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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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