SearchVoice Microsite drives organic customer acquisition

by Brian Allen | Marketing Data Analyst
January 11, 2008

About this case study

The Bazaarvoice SearchVoice program drives natural search results by creating separate product landing pages fueled by user-generated content such as reviews, questions, and answers. SearchVoice Reviews improves this program by bringing these individual pages together and creating an inter-linked area where customers can find all reviews, questions, and answers across all product categories. In this analysis, we contrast SearchVoice Reviews' performance with the standard Review Landing Page’s performance. The three key improvements the microsite has made over the original landing pages are:

• Improved design flexibility for enhanced branding and seamless integration with clients’ websites
• More inter-linking between pages to improve SEO and drive more visitors to clients’ websites
• Category pages which attract additional visitors and provide intuitive navigation to other products through a user-friendly home page.

Key findings

We analyzed the original Review Landing Page and SearchVoice Reviews performance of nine clients who have been live with the microsite at least three months. Across all client microsites:

• Microsite visitors use the navigation options. After the launch, category pages represent 16% of pages viewed.
• Microsite visitors view more products and abandon less. Microsite improvements increase pages/visit by 38% and decrease the bounce rate for users by 10%.
• SearchVoice Reviews attracts more visitors. The SearchVoice Microsite drives on average 27% more visitors to each client’s website.

Conclusion

SearchVoice Reviews drives more consumers to Bazaarvoice clients’ websites and better prepares them to make buying decisions by providing links to more product pages and user-generated content.

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