April 8, 2025 • 50 mins
Trust is the currency of online success, and DJ Sprague has mastered the art of building it systematically through strategic reputation management. As the Chief Marketing Officer of Shopper Approved and a veteran with 25+ years in digital marketing, DJ reveals the hidden psychological triggers that turn browsers into buyers.
The conversation opens with a fascinating exploration of what DJ calls "brand schizophrenia" – when your communication touchpoints contradict each other, confusing potential customers and eroding trust. He explains why reviews must extend beyond your website to create a consistent presence across Google Ads, Google Shopping, organic search results, and third-party review platforms. This distribution strategy doesn't just build credibility; it drives significant traffic increases, with one client experiencing an astonishing 8,000% traffic growth.
Perhaps most surprising is DJ's revelation about the perfect star rating – and it's not 5.0. The sweet spot falls between 4.2 and 4.7 stars, with perfect scores actually triggering consumer skepticism. Even more counterintuitive: negative reviews can dramatically boost conversions when handled properly. Studies show conversion rates increase by up to 118% when shoppers thoroughly read negative reviews, as they demonstrate transparency and authenticity.
The episode covers tactical approaches for both established businesses and newcomers with limited reviews. Beyond review collection, DJ shares complementary trust signals like prominently displayed contact information, industry affiliations, and optimized Q&A content that captures featured snippets in search results. His response strategy for reviews provides a dual benefit – demonstrating customer care while strategically incorporating keywords for SEO advantage.
For e-commerce entrepreneurs looking to differentiate in increasingly competitive markets, this masterclass in reputation management offers immediately applicable strategies to build trust, increase traffic, and dramatically improve conversion rates. Whether you're just starting out or scaling an established operation, DJ's insights prove that how others perceive and talk about your business might be your most valuable marketing asset.
How to connect with DJ?
Offer: free digital and audio copy of our book "Reputation King" to your listeners as well: https://www.reputationking.com/download/
Website: https://www.shopperapproved.com/
Podcast: https://trafficandconversionpodcast.com/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome everyone to the Firing the man podcast, a
show for anyone who wants to betheir own boss.
If you sit in a cubicle everyday and know you are capable of
more, then join us.
This show will help you build abusiness and grow your passive
income streams in just a fewshort hours per day.
And now your hosts, serialentrepreneurs David Shomer and
(00:22):
Ken Wilson.
Speaker 2 (00:24):
Welcome back to the Firing the man podcast, where we
bring you real insights, realstories and real strategies from
entrepreneurs who are buildingand scaling their businesses.
Today, we have a powerhouseguest joining us, dj Sprague,
chief Marketing Officer ofShopper Approved and co-host of
the Trafficking Conversionpodcast.
Dj is a master in the world ofreputation management, customer
(00:48):
reviews and digital marketing.
With over 25 years ofexperience in branding,
advertising and online growthstrategies, he knows exactly
what it takes to build trust,drive sales and dominate your
niche.
In this episode, we're divingdeep into the power of customer
reviews and how they impactconversions, the psychology
(01:09):
behind trust and onlinereputation, and actionable
marketing strategies that youcan take your business to the
next level.
And as a special bonus for ourlisteners, dj is offering a free
digital and audio copy of hisbook Reputation King a must read
for any entrepreneur looking totake control of their brand's
reputation.
(01:30):
Get your copy atreputationkingcom slash download
.
So buckle up and get ready.
This episode is packed withinsights that could transform
your business.
Dj, welcome to the podcast.
Speaker 3 (01:44):
Thanks, david.
Honestly, I've been reallyexcited for this podcast.
I love your show Firing the man.
It says so much and ultimately,isn't that what it's all about?
Speaker 2 (01:53):
Absolutely, absolutely.
It's good to be chatting withanother podcaster, so I
mentioned a couple bits of yourbackground in the intro.
But to start things off, canyou share with the listeners
your path in the entrepreneurialworld?
Speaker 3 (02:08):
Wow.
My path started when I was 20years old, actually started when
I was 14, when I started my ownlandscaping business and hired
my friends to work for me.
When I was in college, 20 yearsold, I started a limousine
service five-star limousine inSanta Barbara, california, and
since then I've started threeagencies.
So I've been around the agencyworld a long time, ended up
(02:34):
selling them and joining ShopperApproved in the reputation
management space because I wasCMO of a big national actually
the nation's largest automotivefranchise and helped turn around
their online reputation, whichdrove more sales, conversions,
revenue, and I saw the power ofsocial proof and reviews and
(02:56):
reputation management across theweb.
Started writing a book about itand then ran into Scott
Brantley, who's the founder andCEO of Shopper Approved and we
decided we just had to joinforces.
So here we are.
Speaker 2 (03:10):
Very nice, very nice.
I love it.
Now, when I think of reputation, I often think this is what
people think of me.
However, online reputation issomething a little bit different
, and I think business ownersneed to be conscious of their
online reputation.
And so, to start ourconversation off, what all does
(03:30):
online reputation entail?
Speaker 3 (03:33):
Yeah, great question.
So in my book, online reputationis the plethora of everything
that's said about you.
I also have a master's degreein integrated marketing
communications and really, in anutshell, what that is is it's
all the planned and unplannedcommunications and touch points
about your brand, the thingsthat people say on their own
(03:55):
accord, based on what you do anddo not do as an entrepreneur in
business, as well as all theplanned communications, email
ads, your website landing pages,collateral, et cetera.
Those are the planned pressreleases, et cetera.
And then the unplanned, whichis what your customer service
people might say, what yoursalespeople might say, what your
(04:15):
support staff might say, whatyour customers might say, and
ideally you want those to becohesive, you want those to be
integrated, you want those to becontiguous so that you don't
have brand schizophrenia.
Okay Now, brand schizophreniaobviously means, you know, party
A is saying somethingcompletely different than party
B, which is quite different thanparty C, about your company,
(04:38):
product, brand experience, etc.
And the more those can align,the more powerful your brand.
And that's integrated marketingcommunications in a nutshell.
(05:15):
Now, how does that play intoaverage review?
Okay, that creates cognitivedissonance, that creates
confusion and the consumer isleft wondering okay, who's
gaming this right?
Well, probably you, because itlooks like you're manipulating
your reviews on your website,because you typically control
your website, which means you'redeleting the negative and only
(05:39):
displaying the perfect five-starreviews.
Well, that's not a goodreputation management strategy,
because people do actually lookat other review platforms to
triangulate what your reviewsreally are.
They're not going to look atjust what you're saying.
They're going to look at whatother sites are saying
Trustpilot, sitejabber, betterBusiness Bureau, shopper,
(05:59):
approved, etc.
Because they want to see thatthere's a continuity of reviews
and average stars across the web.
They want to make sure thatit's not just you saying how
great you are, but it's multiplesources from lots of reviews
and lots of users.
So reputation management onlinereally entails making sure that
(06:21):
you are working with a platformthat is allowing you to
distribute your reviews tomultiple platforms, not just
your website.
The other problem is, if youjust have reviews on your
website, it's an island.
The only time people see thosereviews is if they go to your
website.
Right, and so you want to makesure that you're not just an
(06:41):
island, but your reviews areshowing up in Google Ads, bing
Ads, google Shopping,third-party review platforms,
organic search results, becausepeople will do a search for is
ABCcom legit, right, or ABCcomreviews?
Look at your Google searchconsole.
You'll see this is true orreviews for XYZ widget or
(07:03):
product, and they're going towant to see reviews in multiple
places, not just your website.
So you want to make sure you'reworking with a Google and Bing
review partner which is allowingyour reviews to be syndicated
to your Google Ads.
Your Google Shopping show up asa Google Trusted Store,
obviously, your Bing searchresults as well, and, of course,
(07:24):
the organic search results onthe third party review platforms
like Trustpilot, sitejabber,better Business Bureau, shopper
Approved, etc.
0.4 here, a 4.3 here a 4.6,there a 4.1 here, and they're
seeing lots of reviewseverywhere with a relatively
(07:49):
stable or equal average starrating.
That's reputation managementShowing up in Google Ads,
showing up in Google Shopping,showing up in organic search
results, showing up on multiplereview platforms, showing up
with review videos in YouTube,showing up with reviews on your
website, and not a perfectfive-star average, why Nobody
(08:13):
trusts it.
In fact, research says thesweet spot, the psychological
sweet spot, is really between4.2 and 4.7.
Below 4.2 feels a little bitlike a risk.
Above 4.7, it feels a littlebit like maybe you're gaming it,
so that's kind of your sweetspot.
That's reputation management.
Speaker 2 (08:31):
I love it.
I love it.
And for business owners outthere that just heard your
response and said, wow, Ihaven't spent enough time here
on this aspect of my business,what would be some actionable
steps that they could take to goafter some of the highest
impact areas?
(08:52):
First, like you had mentioned,like Better Business Bureau, I'm
not registered with the BetterBusiness Bureau but, as you
mentioned, I was like, oh, maybeI should register there and so,
out of all of those platformsthat you mentioned, what seemed
to be the highest impact?
Speaker 3 (09:08):
Great question.
So, first of all, you want tohave product reviews, store
reviews which used to be calledseller reviews and video reviews
, because they all appear indifferent places, for different
queries, different locations,etc.
Different places for differentqueries, different locations,
etc.
So make sure you're collectingvideo reviews, product reviews
(09:29):
and store reviews, aka sellerreviews, and, again, make sure
that they're being syndicated toGoogle, because if they don't
show up in your Google ads, thenyou have a much lower chance of
getting clicked on.
In fact, google says that whenreview rich snippets show up in
the Google ads, you have a 17%higher click-through rate.
Well, we've got clients thatsay they've improved their
(09:50):
click-through rate by 30 to 50%.
So that's obviously Google'saverage across all industries,
et cetera.
Some industries are higher,some are lower, but you
absolutely have to show up inyour Google ads with stars for a
high impact.
Google Shopping absolutelycritical.
Think about this.
You're doing a search.
What's a common product searchyou might buy online?
Water bottle, water bottle.
(10:11):
So what's your favorite brand?
Speaker 2 (10:15):
Oh boy.
Speaker 3 (10:19):
Hydroflask Okay, mine too Got one sitting at my desk.
So you're doing a search for ahydro flask black water bottle,
27 ounce, 26 ounce, whatever andyou see five search results in
Google Shopping.
Four of them don't have reviews, one does.
Which one are you going toclick on Instantly?
Speaker 2 (10:40):
the one with reviews, absolutely, why there is
built-in credibility there.
Speaker 3 (10:46):
Authority, credibility, social proof, trust
, exactly.
Now imagine there's still fivesearch results from five
different vendors and four ofthem have a, let's say, 12 or
fewer.
No, let's say it's a hundred,roughly a hundred reviews, and
it's like a 4.2 average.
But the fifth has 700 reviewsand a 4.7.
(11:10):
Which one do you click on?
Speaker 2 (11:11):
The one with more reviews.
Why there's?
Speaker 3 (11:14):
more social proof.
Yeah, exactly.
More people have bought it,more people are raising their
hand and saying I trust thisseller more than these other
sellers.
We are naturally,psychologically, subconsciously,
inclined to follow the herd.
There is safety in numbers.
(11:35):
There's safety in a tribe.
There's safety in a community.
There's safety in a herd.
Nobody wants to be the lonepioneer on the plane right by
themselves.
They want a tribe, they want afamily, they want a community.
They want to feel like they'remaking the same decision other
like-minded people are making.
(11:58):
Social proof is even morepersuasive because they don't
have experience.
Now, you probably bought hydroflask water bottles before, so
the brand is important, but theseller may be.
You want to make sure that thatseller is going to deliver as
promised.
If it's damaged or doesn't showup, they're going to replace it
, etc.
(12:18):
Right, so those store reviewsare critical.
If you've never bought fromthat seller, the product reviews
are critical.
If you've never bought fromthat seller, the product reviews
are critical if you've neverbought from that product.
And likewise, if you've neverbought from the product or
seller, they're both criticalbecause you want to make sure
that the seller and the productare credible.
And other people have raisedtheir hand and said, yep, they
delivered as promised.
Great product, love it.
(12:39):
I'd buy it again.
Okay, I'm in.
But if nobody's bought thatproduct and you're the only one,
because there's no social proof, do you want to be the first
one to take a chance?
No, no, I don't Exactly so.
That's why we love reviews.
We love, you know, restaurantreviews, hotel reviews, star
ratings.
We'd love to see lots ofreviews, because that means lots
(13:00):
of people have bought.
How about McDonald's?
Over what is it?
Billions and billions served.
I remember it used to be, youknow, dating myself over 10
million served, and now it'sbillions and billions served.
What does that tell you?
The whole world at one point,has bought from McDonald's.
Speaker 2 (13:21):
Absolutely no.
I really like that perspectiveand it's fun to think of that
through the lens of the shopper,because there are a lot of, as
I am buying things online.
It is subconscious these dayswhen I'm looking at reviews, and
especially on Amazon.
It'll say, 5,000 of thesebought in the last month, and
(13:42):
that's always a really powerfulstat to me.
And it is, yeah, absolutely.
So.
Let's talk about and interestedin diving into the numbers.
So, conversion rateoptimization there's an entire
industry dedicated to this andthere are companies built around
helping you with conversionrate optimization.
(14:05):
And so what are some stats outthere that most business owners
don't know that would help themunderstand the power of reviews.
Speaker 3 (14:17):
Good question yeah, again, social proof.
So, by the way, if you go intoPerplexity, which is one of my
favorite research tools and Iuse the deep search, I have the
paid subscription and you askPerplexity in a deep search
query, what is the most powerfulbehavioral science principle in
e-commerce today?
(14:37):
And you know what they're goingto say Social proof.
Social proof is the mostpowerful of the 35 typically
applied behavioral scienceprinciples in e-commerce and, by
the way, I know we're gettingto it.
But there's a great book I'mgoing to recommend later that
talks about these 35 principles.
But social proof is the king.
(14:58):
It's the king of persuasion,and Dr Robert Cialdini actually
coined the term social proof inhis book that came out the first
version in 1984, calledInfluence, and if you're not
familiar with Dr Robert Cialdini, he's a behavioral scientist
and his bestselling book,influence, is a must read.
But he really talks about howinfluence is so powerful in
(15:22):
persuasion.
Well, let's get into some stats.
So we serve over 3,500e-commerce websites and we have
clients that tell us that theratings and reviews combination
of store and product haveincreased conversion rates
anywhere from 30 to 272%.
(15:42):
We have one client that'sactually here in Utah and they
have seen a 272% increase inconversion rate, as per their
Shopify stats, since theyinstalled Shopper Approved and
our Q&A tool so the productreviews, the video reviews, the
store reviews and the searchoptimized Q&A tool and literally
(16:05):
he showed me the conversioncurve.
I was blown away.
So I actually did a podcastwith him and a case study
because the conversion rateincrease was so monumental.
And not only that, but here'sthe kicker their traffic
increased by over 8,000%.
Now he gives half of thattraffic credit to what we
(16:27):
brought to the table because,believe it or not, ratings and
reviews also improve SEO andtraffic.
So ratings and reviews areabout 15% of the Google search
algorithm.
So if you have positive reviewsand enough reviews, that's
going to improve your SEO factor.
But not only does it improveyour SEO, it improves the
(16:48):
click-through rate.
So, as I said before, googleads with the stars in the rich
snippet will improve theclick-through rate on average
17%.
We have clients that blow thataway, but that drives more
traffic.
Of course, when you're gettingyour search results in the top
three to five search positionsorganically because of our
(17:11):
reviews, again you're onmultiple review platforms
showing up with positive reviewsthat's going to increase
traffic.
So this website is saying thattheir increased traffic was
about 8,000%.
So 4,000% attributed to us.
And that's a combination of theQ&A tool which optimizes the Q&A
pairs for the featured snippets.
(17:32):
So if you do a search for doesthe Hydro Flask 32-ounce water
bottle float, it does right andthe answer is yes, it does Right
.
There's your question, there'syour answer and then there's
your link to the source, akayour product page, and so that
drives a lot of low funnel, highqualified, commercial intent
(17:57):
traffic directly to your productpage because your product page
has that question answer pairsearch optimized for that
product question.
And, let's face it, when you'regetting that granular in your
product search queries, you'retypically in a commercial state
of mind.
You're looking for the productto buy, correct, absolutely,
(18:19):
yeah.
So automatically optimizingthose Q&A pairs with the schema
markup for the featured snippetand having thousands of those
question answer pairs optimizedfor the featured snippet,
combined with the SEO power andthe visual power of the reviews
showing up, have what we callsearch domination and that
(18:47):
drives a lot more traffic.
But not only traffic highquality, high purchase intent
traffic, low funnel traffic,which is really what you want,
right?
I mean, blog traffic is all funand everything and that's fun,
but the reality is, if you don'tget people to a product page,
there's nothing to buy.
Speaker 2 (19:06):
That's right, that is absolutely right.
And one thing I want to callout that really surprised me
about your response is you hadmentioned the increase in
conversion rate and that to me,that makes sense.
The traffic piece of that, Ithink, is incredible.
Traffic's expensive and youknow reviews.
(19:28):
When I think of reviews, it ismaking your product more
appealing to the people, thecustomers, but what you're
saying is that reviews also makeit more appealing to the search
engines, which is really,really astounding, and, yeah, I
think that there's a lot ofpower there and A that actually
(20:08):
answers the questions people arelooking for, and I don't mean
just product questions.
Speaker 3 (20:11):
But what about brand questions?
How long has abccom been inbusiness?
Who owns abccom?
Where's abccom headquartered?
Does abccom belong to the BBB?
Has abccom, you know, beeninvolved in a lawsuit, et cetera
, et cetera, whatever, etc.
Etc.
Whatever.
I'm just throwing out questionsand answers, right, but the
thing your store and q a foryour product.
(20:31):
Now you're getting those highfunnel and low funnel search
results automatically optimizedfor the featured snippet,
position zero, which we know.
Uh, according to, uh, what'shis name?
Um back Lincoln bank Lico saysthat, uh, the featured snippet
(20:52):
gets over 30% of the page oneclicks.
Some studies say over 40%.
So by far it gets the majorityof the clicks.
So the featured snippet iswhere you want to be.
So the featured snippet iswhere you want to be.
Now it also shows up in your AIsearch results Because again,
you're building that content andthat authority.
(21:13):
And here's what's cool about Q&Athe featured snippet typically
wants to serve up about a 40 to60 word answer and, as you know,
then it cuts off.
Well, the Q&A is optimized forthat, which means it also
creates a easily indexed answer.
Google doesn't have to crawl a3,500 word blog to find a 40
(21:38):
word answer.
You have basically served it upon a silver platter.
Here you go, google.
You can reserve your searchallowance right for other
content, because we've alreadygiven this to you in a very
snackable, digestible, indexable, easy to find format, and that
is golden.
Speaker 2 (22:00):
I really like that.
I really like that.
And, yeah, it gives you moreoptions to inform your potential
customer.
For people that have a businessthat's been around for five or
10 years and have a plethora ofreviews, it sounds like the
strategy is making sure thosereviews are shared everywhere.
(22:21):
Now for the entrepreneurgetting started, the person with
zero reviews.
What are some and I want tolike emphasize here ethical?
A clean conscience is acomfortable pillow, but what are
some ethical ways to get thatinitial couple reviews so you
(22:44):
can start sharing those you knowacross different platforms?
Speaker 3 (22:50):
yeah, well, great question.
As a, as a google reviewpartner, you cannot incentivize
reviews.
That is part of being a googlereview partner, which shopper
approved is.
So you, you can't pay forreviews, which makes sense,
because if you're paying forreviews, are they authentic, are
they transparent, right.
But what you can do is ask yourcustomers for testimonials, and
(23:17):
testimonials are a great way tokind of start that social proof
momentum while you're usingyour review platform to ask
every single customer for astore review post checkout in
line right after they completethe purchase, as well as a full
review when they receive theproduct, so that then they can
leave a product review, they canupdate or modify their store
(23:40):
review and they can also providea video review in the same
review request.
So the way we do it is that thatsingular email covers your
product review, your storereview and your video review.
Video reviews are great for SEO.
You don't need a lot of themone or two or three and you've
done the job of 10 or 20 writtenreviews, because people can see
(24:03):
it's a real person, they cansee the sincerity, they can see
the authenticity, they can seethe product, et cetera.
So video reviews are verypowerful, a great way to get
things rolling.
Now, ethical I love ethicalbecause everything you do needs
to be ethical and that's how weoperate and we believe in
ethical persuasion and ethicalreviews.
So what you can also do and thisis outside of, you know, a
(24:26):
typical review platform there'sa Google review partner, but you
can ask your customersvis-a-vis email or text.
Hey, you know, we appreciateand value you as a customer and
your input on your experiencewith our website and our product
.
Would you mind leaving us avideo review or a written review
(24:47):
?
Now, that's not going to go toGoogle, but you can put that on
your website, and so that's agood place to kind of start with
that.
Now, the other thing is it's alot easier to collect store
reviews than it is productreviews.
You typically get, you know,two or three store reviews per
product review, sometimes more.
(25:07):
So start showing the storereviews on your product pages
until you get enough productreviews to replace the store
reviews with the product reviews, and then, of course, also
collect video reviews, and soyou can ask people for
testimonials.
You can ask people for reviews.
They're not going to besyndicated to Google, so they're
(25:27):
not going to help with yourGoogle ads or you know, your
your Google shopping, but atleast they're on your website
while you're collecting thoseGoogle qualified reviews.
Does that make sense, david?
Speaker 2 (25:40):
Absolutely, absolutely, and one of the key
things I'm taking from that isasking.
It is asking for the reviewbeing on the offensive there and
instead of just waiting forthem to come along, I would
imagine when you're on theoffensive it is you're going to
collect them at a much higherrate, which is what you want
(26:02):
when you're growing and scalinga business going to collect them
at a much higher rate which iswhat you want when you're
growing and scaling a business.
Speaker 3 (26:07):
But beyond reviews, I'd like to just cover one more
thing, and this is something alot of people miss.
Reviews are great.
You have to have them and youhave to collect them.
But there's other ways tocreate trust and credibility,
and one is putting your phonenumber in the upper right-hand
corner of your top barnavigation, so it's there on
every page.
Now most people aren't going tocall it, but it creates trust.
(26:28):
Oh, I can actually call you.
So many companies hide behind awebsite and the consumer doesn't
want you hiding, they wantaccess, right, so do that.
Put your actual physicaladdress in the lower left corner
of your footer navigation soyou've got the top right with
the physical address.
In the lower left corner ofyour photo navigation, so you've
got the top right with thephone number, the lower left
(26:49):
with your physical address.
Now it looks like you're a realcompany and people just want to
know that they can contact youand you're not hiding behind.
You know a digital wall if youwill, and that creates trust.
Also, you know, join the BetterBusiness Bureau, join the local
chamber of commerce.
Put those badges on yourwebsite.
Talk about your expertise,awards, credentials, anything
(27:14):
that is going to create trust.
And it may not be reviews,because you don't have them yet,
but think about all the waysyou can convey and display what
we call trust signals or trustbadges.
And you know, if you had apress release and an article
show up in Business Insider orLA Weekly or whatever it is show
(27:35):
, you know, as seen in BusinessInsider and LA Weekly, those
little trust badges add up.
They help because you look likeyou know, like you're more
stable and more legitimate.
So those are other ways for anexisting and a new company to
amplify their trust signals,amplify the credibility.
Speaker 2 (27:56):
I like it.
I like it.
That's really, really, reallygood advice.
Now, at the beginning, you hadmentioned, at the beginning of
the show, the sweet spotsbetween 4.2 and 4.7 stars, and
what that means is you cannothave all five-star reviews and
that potentially negativereviews are part of the
(28:17):
experience, and so this is atwo-part question when you do
get that negative review, whatis the best way to handle it?
When you do get that negativereview, what is the best way to
handle it?
Speaker 3 (28:35):
And then how do negative reviews how do they fit
into the whole ecosystem ofreputation management?
I love that question because ithurts to get a negative review.
Your business is your baby.
You birthed that thing and youknow you don't want anybody
calling your baby ugly Any time,way, shape or form.
It hurts.
So people just intuitively wantto bury or delete or remove
(28:58):
negative reviews or ideallynever get them.
But as a Google review partner,you have to display every
review good, bad and different.
So, part one how do you dealwith it?
First of all, address it.
Do not ignore it.
Say you know, david, I'm sorrythat water bottle didn't meet
(29:19):
your expectations, or I'm sorryit arrived two days late, or I'm
sorry that it arrived dinged ordamaged, or the cap was missing
, or whatever the case may be.
Obviously, we're going to takecare of you and rectify this
situation as soon as possible.
By the way, most customersreally, you know, have a great
(29:40):
experience, as exemplified byour four point star rating and
our, you know, 812 reviews.
So that's how you handle that.
First of all, address it assoon as possible.
Second of all, uh, you know,try to point out the fact that
you've got a lot of overwhelmingsocial proof on the other side
(30:01):
where people are saying you knowwhat we really like, what we
really like this company, wereally like this product, we
really like this brand, butdon't mention the product name
in that negative review response, because that's a keyword in
SEO.
If it's a positive review, youalso want to respond, but
there's where you mentioned theproduct name for SEO.
(30:23):
So, gee, david, glad you lovethe Hydro Flask, you know water
bottle that you bought from usand you know thank you for the
4.8 star review.
The reason people love thisbottle is because A, b and C,
you know, look forward toserving you again in the future.
So there's some keywords forSEO, for a positive review,
(30:46):
versus not necessarilymentioning the product in a
negative review, but certainlyaddressing the customer's issue.
Have empathy.
You have to go into this withempathy because you've got to
view this through the customer'slens.
The customer expected A, theygot B.
They're dissatisfied.
Acknowledge that, apologize,solve it and then try to come
(31:11):
back with.
You know we are a great company, as you know, exemplified by
our reviews and our star rating.
Speaker 2 (31:23):
Absolutely.
I just had two aha moments inyour response.
One is responding to thepositive reviews, and I think
that's in.
The second aha moment was usingSEO in your positive responses
and typically, like at ourcompany, we have a policy to go
(31:45):
in and address all the negativesand offer them a replacement or
a refund, but we're notthanking those who took time out
of their day to leave afive-star review or to take a
photo or, even better, a videoand share it.
Better a video and share it,and that's something that I can
(32:07):
tell you when I hang up with you.
That's going to be somethingthat I go implement because I
think that's really strong andpowerful.
And then the kicker of beingable to use your primary
keywords in your responses isjust really an outstanding
response, and so I think thatgives a good game plan and a
(32:29):
good roadmap for how to dealwith both the positive and the
negative reviews.
Speaker 3 (32:33):
So well, here's, here's the rule of thumb Respond
to every negative review yeah,and that would be a three star
or under and respond to at least60 percent of the positive,
because it does create moreunique content and keywords and
recency, right.
So, as you know, the Googlealgorithm works it's keywords,
(32:56):
it's recency, it's volume.
So, if you're creating a lot ofUGC vis-a-vis the reviews, user
generatedgenerated content andthen BGC, brand-generated
content through the responsesand it's fresh and it's unique,
don't use canned responses.
Read the review, call out theirname, call out what they
(33:16):
specifically said positively.
Gee, we're really happy, youlike?
For example, I'll give you anexample.
We get amazing reviews for oursupport and onboarding team.
I mean, people just love themand they call them out by name.
You know I love your support.
Mary is specifically amazing.
I love the way she went out ofher way and did this, this and
(33:37):
this.
The review response would bewe're so happy.
You had a great experience withMary.
We do find that, you know,people particularly love our
support team and we're so gladthat she helped you with this
problem.
Yeah, I like that.
That means that means what thatmeans.
You read it.
It's sincere, it's authentic,it's, it's real, it's not just a
(33:57):
bot.
I hate and you can see them,everybody can see them the
artificially created cannedresponses driven by a bot.
You know, thank you so much foryour review, okay, but that
doesn't help.
It's not unique content, it'snot authentic content, it's not
real content.
And then when the reviewer seesthat, it's like, eh, that's all
you could do Really A bot.
(34:18):
I see the same response 15times on your page Like this
isn't authentic, you don't care,you're not engaging with your
customer base.
So that's a part of reallyshowing that you care about your
customers.
That helps drive LTV lifetimevalue.
Because now, when I see thatsomebody authentically reached
(34:41):
out and responded to my reviewspecifically, individually, with
very specific feedback, it'slike, oh, they care about me.
If they care about my positivereview, they're going to care
about taking care of me if Ihave a problem in the future.
So it just creates this aura ofcaring and being authentic and
being customer-centric.
Speaker 2 (35:03):
Yeah, absolutely, absolutely.
I think every business ownerwho's listening, they should
rewind and listen to that again,because that's really powerful.
There's so many implications ofthat, you know.
One being a decent human beingIf somebody pays you a
compliment, thank themauthentically for it, you know.
(35:23):
And then that goes on toincreasing customer lifetime
value and establishing thattrust and that relationship, and
also acknowledging when youhave faults and when you messed
up, and resolving those issues.
And so I always, when I'mshopping and I like to look at
one-star reviews, if I see thata company handled whatever issue
(35:49):
it was appropriately or what Ideemed to be appropriate, then I
feel differently about thatone-star review.
And whereas, if you don't see aresponse, well, that may say
something about their customerservice.
Speaker 3 (36:02):
So that's part two of your question, right?
Yes, and so the answer to parttwo is that there are several
studies about how negativereviews actually drive more
conversions.
One study says that when peoplego specifically and read a
negative review, it increasesconversion rates by 71%.
(36:25):
Another one says 118%.
When they thoroughly read aone-star review, 118% increase
in conversion rate.
Interesting, why is that?
Because you've just shownauthenticity, transparency,
trust, credibility.
You're not burying and hidingthose one-star reviews now,
(36:46):
especially when you'reresponding to those one-star
reviews with empathy, with asolution I have actually seen,
believe it or not, I'm not goingto call out the brand, but a
brand that actually bombastedthe reviewer for leaving them a
one-star review and called themall kinds of colorful words.
And so now you go to thatwebsite and you're thinking,
(37:11):
okay, well, wow, this companyhates their customers.
They bombast them if they leavethem a negative review.
They're not open, they're nottransparent, they're not
customer centric and theyprobably don't want to engage
with that brand.
So check the ego at the door,realize that this is just their
experience, and maybe theirexperience had false
(37:33):
expectations that nobody couldpossibly deliver on.
Or maybe it was just a littleissue, like the box showed up
damaged but the product insidewas fine.
That happens.
You can't control that.
That's the shipping partner UPS, fedex, whatever, right, you
can't control if they stepped ona box, but the product is fine.
And, by the way, when peopleread negative reviews, a lot of
(37:55):
times you're looking for what'sthe worst that could happen.
Right, what's the worst thatcould happen, how bad is it?
And does the product take careof the problem?
So if they see, oh, it had adamaged exterior package, so
what Is that worth giving them aone-star review?
No, come on.
Or it showed up without theinstructions, but then they
(38:19):
quickly emailed them to me ormailed them to me Okay, great,
it happens.
Sometimes the instructionsdon't make it in the box, but
they took care of it.
So is that worth a one-starreview?
No, so that's why you want tohave those responses as well.
You know, thanks, david, forcalling out.
The instructions weren'tincluded.
We'll get those to youimmediately.
Boom, problem solved.
Speaker 2 (38:41):
Absolutely, absolutely, and that's a good,
good answer to part two I wantto touch on before we get to the
fire round.
I want to touch on yourexperience hosting a podcast,
and it's not often that I get totalk to another podcaster and
it's definitely a uniqueexperience, I would say it is
(39:05):
just.
My experience has been.
It is kind of like earning yourPhD in business, where you get
to pick your professor andthere's a tremendous amount of
learning and sharing andnetworking that goes on.
It is.
If someone were to give me amillion dollars tomorrow to stop
podcasting, I would not take it, and so I'm curious what have
(39:25):
been your experiences hosting apodcast and what have been some
of the key takeaways that you'vehad from your guests?
Speaker 3 (39:34):
It's a great question .
I feel like you Podcasting andbeing a guest and a host.
I've learned so much from thehost.
I've learned so much from theguests.
But on the host side, the funthing is, as you know, you get
to choose your guestsno-transcript posts.
(40:11):
If I like their presentation ata conference, I'll reach out
and invite them on the podcast.
I like to learn from the bestbecause that's how you learn.
You don't learn from the worst,you learn from the best.
And, um, you know, one of myfavorite guests is Matthew
Stafford.
And you know one of my favoriteguests is Matthew Stafford.
(40:33):
You know who Matthew is.
Yeah, yeah, and he's justbrilliant.
I love his mind in terms of howhe thinks about maximizing net
profit and profit margin, notjust gross revenue, and we've
had great conversations aroundthat.
You know his book, what he does, his strategies around build
(40:57):
growth scale.
In terms of things like on yourthank you page, there's an
opportunity for an upsell, across sell, a collateral sale,
sale, a collateral sale on yourthank you email, et cetera.
Looking at things like whatproducts actually drive the most
margin, not necessarily thehighest volume, but the most
(41:21):
margin.
Focus on promoting those, focuson cross-selling those
upselling those, because it'sall about the margin.
You eat on margin.
You bring margin to the bank.
You don't bring gross revenueto the bank because out of that
comes all your costs, but ifyou're not making margin,
there's nothing to bring to thebank.
So you know, I love his wholephilosophy and strategy around
(41:44):
thinking about what are theproducts that bring margin.
What are some digital productsthat you can create once and use
as a lead magnet or a bundleproduct or a cross-sell.
That is pure margin but costsyou nothing to create a little
time.
Could be videos, could be a minicourse, could be how-tos, could
(42:07):
be a community right, you could.
You could offer a community uhas uh, an exit pop instead of a
15% discount.
The way I look at it, go todiscounts last, go to value add
first.
How can I add value first andlast ditch would be a discount,
(42:28):
but discounts kill your margins.
So you know we had greatconversations around that.
Obviously he covers that in hisbook and in his community.
But learning from people thathave built and owned and
optimized and sold their owne-commerce websites, that really
killed it.
To me it's the best way tolearn.
(42:50):
So I like learning from thosekinds of people, people that
have battle-tested strategiesthat can share.
You know how they went from Ato Z and the steps along the way
, the gotchas, the epiphanies,the little known strategies.
(43:11):
I've learned a ton, absoluteplethora of tips and tips and
strategies from my guests.
Speaker 2 (43:20):
That's outstanding.
That's outstanding, and I sharea similar sentiment about this
media form.
It's something I'm passionateabout.
Both on building a podcast aswell as consuming a podcast,
I've learned a tremendous amountand it's a great media form,
and obviously everybody tuningin today is also a fan.
So now, dj, I think we could goon all day long, and on some of
(43:45):
these topics we just scratchedthe surface.
We're definitely going to wantto have you back on the show.
But before we end the interview, we have something called the
fire round.
It is four questions.
We ask every guest Are youready?
I'm ready, all right.
What is your favorite book?
Speaker 3 (44:02):
Well, there's many.
I'm an avid reader.
I have hundreds of books.
But if I had to pick one fore-commerce, online influence is
my favorite because I'm a realbehavioral science junkie.
I've taken multiple courses inbehavioral science, behavioral
economics.
I love psychology.
(44:23):
I love the psychology ofpersuasion, buying.
I love psychology.
I love the psychology ofpersuasion, buying, influence,
communications, etc.
So if I had to pick just one,that's probably my all time
favorite.
But I have dozens, hundreds offavorites Outstanding,
(44:47):
outstanding.
What are your hobbies?
Reading, learning, hiking andtravel.
I love to travel, love to go tounique places.
Last year we chartered a42-foot catamaran and sailed
around the French PolynesianIslands.
Just absolutely loved it.
I love being in unique places,remote places, doing unique
(45:09):
things.
Been to Europe many times,thailand many times.
World traveler.
I just love learning fromdifferent cultures and people
and experiencing differentcuisine and lifestyles, and all
that.
I barely speak English.
I don't speak any otherlanguages, but I get by.
I rode my motorcycle when I wasin college through Mexico.
(45:32):
No maps, no GPS.
This is.
You know what was this.
This is the late 80s and I justhad the time of my life just
riding through Mexico.
Speaker 2 (45:44):
That's outstanding.
That's outstanding.
What is one thing you do notmiss about working for the man?
Speaker 3 (45:59):
Everything but one thing would be the siloed
approach that so many businessestake to everything.
They don't see the big picture,they don't see the integrated
strategy behind marketing.
Everything is siloed.
The email team is doing onething, the web team is doing
another, sales team is doingsomething different, the PR team
is doing something altogetherdifferent.
There's no cohesiveness,there's no continuity, there's
(46:21):
no consistency.
You have brand schizophrenia.
Nothing's integrated, nothing'sworking together, nothing's
leveraging all the other touchpoints campaigns, messaging,
brand positioning and it justcreates a really confusing user
experience and unfortunately,99% of brands just don't
(46:44):
understand that and they operatein these distinct silos and the
consumer is just simplyconfused.
Speaker 2 (46:52):
Okay, okay, very good , very good.
And final question what do youthink sets apart successful
entrepreneurs from those whogive up, fail or never get
started?
Speaker 3 (47:04):
Being willing to learn, being willing to study
from the experts, read, listento podcasts, read books, take
courses and then execute andthen test.
You need to execute and test,learn, execute, test, reiterate.
Speaker 2 (47:22):
Very nice, very nice.
To wrap up the episode, youhave an outstanding offer for
our audience, which we'll beposting a link to in the show
notes.
It is a free digital and audiocopy of your book Reputation
King.
So to the listeners, feel freeto check that out.
And, dj, if people areinterested in getting in touch
(47:42):
with you or checking out yourpodcast, what's the best way?
Speaker 3 (47:46):
Yeah, you can go to trafficandconversionpodcastcom.
You can follow me on LinkedIn.
You can Google DJ or DwayneSprague.
My official name is Dwayne.
I show up for both.
You can go to reputationkingcom.
It is a real book, over 200pages full color.
We put a lot of work and effortinto the research and science
(48:10):
behind reputation management.
It's the first and only bookever written and published about
e-commerce reputationmanagement, so we're really
proud about that.
And reputationgeekcom.
You can learn more about whatwe do and we've got some
exclusive videos and contentthere as well.
Speaker 2 (48:28):
Outstanding, outstanding.
Speaker 3 (48:30):
And then shopperapprovedcom for our
ratings and reviews Q&A.
You can do a free trial and,obviously, schedule a demo.
Shopperapprovedcom.
Speaker 2 (48:41):
Awesome, DJ.
Thank you so much for your timetoday and looking forward to
staying in touch, Thanks.
Speaker 3 (48:45):
David.
Speaker 2 (48:46):
Appreciate it.
Welcome everyone to the Firing the man podcast, a
show for anyone who wants to betheir own boss.
If you sit in a cubicle everyday and know you are capable of
more, then join us.
This show will help you build abusiness and grow your passive
income streams in just a fewshort hours per day.
And now your hosts, serialentrepreneurs David Shomer and
(00:22):
Ken Wilson.
Speaker 2 (00:24):
Welcome back to the Firing the man podcast, where we
bring you real insights, realstories and real strategies from
entrepreneurs who are buildingand scaling their businesses.
Today, we have a powerhouseguest joining us, dj Sprague,
chief Marketing Officer ofShopper Approved and co-host of
the Trafficking Conversionpodcast.
Dj is a master in the world ofreputation management, customer
(00:48):
reviews and digital marketing.
With over 25 years ofexperience in branding,
advertising and online growthstrategies, he knows exactly
what it takes to build trust,drive sales and dominate your
niche.
In this episode, we're divingdeep into the power of customer
reviews and how they impactconversions, the psychology
(01:09):
behind trust and onlinereputation, and actionable
marketing strategies that youcan take your business to the
next level.
And as a special bonus for ourlisteners, dj is offering a free
digital and audio copy of hisbook Reputation King a must read
for any entrepreneur looking totake control of their brand's
reputation.
(01:30):
Get your copy atreputationkingcom slash download
.
So buckle up and get ready.
This episode is packed withinsights that could transform
your business.
Dj, welcome to the podcast.
Speaker 3 (01:44):
Thanks, david.
Honestly, I've been reallyexcited for this podcast.
I love your show Firing the man.
It says so much and ultimately,isn't that what it's all about?
Speaker 2 (01:53):
Absolutely, absolutely.
It's good to be chatting withanother podcaster, so I
mentioned a couple bits of yourbackground in the intro.
But to start things off, canyou share with the listeners
your path in the entrepreneurialworld?
Speaker 3 (02:08):
Wow.
My path started when I was 20years old, actually started when
I was 14, when I started my ownlandscaping business and hired
my friends to work for me.
When I was in college, 20 yearsold, I started a limousine
service five-star limousine inSanta Barbara, california, and
since then I've started threeagencies.
So I've been around the agencyworld a long time, ended up
(02:34):
selling them and joining ShopperApproved in the reputation
management space because I wasCMO of a big national actually
the nation's largest automotivefranchise and helped turn around
their online reputation, whichdrove more sales, conversions,
revenue, and I saw the power ofsocial proof and reviews and
(02:56):
reputation management across theweb.
Started writing a book about itand then ran into Scott
Brantley, who's the founder andCEO of Shopper Approved and we
decided we just had to joinforces.
So here we are.
Speaker 2 (03:10):
Very nice, very nice.
I love it.
Now, when I think of reputation, I often think this is what
people think of me.
However, online reputation issomething a little bit different
, and I think business ownersneed to be conscious of their
online reputation.
And so, to start ourconversation off, what all does
(03:30):
online reputation entail?
Speaker 3 (03:33):
Yeah, great question.
So in my book, online reputationis the plethora of everything
that's said about you.
I also have a master's degreein integrated marketing
communications and really, in anutshell, what that is is it's
all the planned and unplannedcommunications and touch points
about your brand, the thingsthat people say on their own
(03:55):
accord, based on what you do anddo not do as an entrepreneur in
business, as well as all theplanned communications, email
ads, your website landing pages,collateral, et cetera.
Those are the planned pressreleases, et cetera.
And then the unplanned, whichis what your customer service
people might say, what yoursalespeople might say, what your
(04:15):
support staff might say, whatyour customers might say, and
ideally you want those to becohesive, you want those to be
integrated, you want those to becontiguous so that you don't
have brand schizophrenia.
Okay Now, brand schizophreniaobviously means, you know, party
A is saying somethingcompletely different than party
B, which is quite different thanparty C, about your company,
(04:38):
product, brand experience, etc.
And the more those can align,the more powerful your brand.
And that's integrated marketingcommunications in a nutshell.
(05:15):
Now, how does that play intoaverage review?
Okay, that creates cognitivedissonance, that creates
confusion and the consumer isleft wondering okay, who's
gaming this right?
Well, probably you, because itlooks like you're manipulating
your reviews on your website,because you typically control
your website, which means you'redeleting the negative and only
(05:39):
displaying the perfect five-starreviews.
Well, that's not a goodreputation management strategy,
because people do actually lookat other review platforms to
triangulate what your reviewsreally are.
They're not going to look atjust what you're saying.
They're going to look at whatother sites are saying
Trustpilot, sitejabber, betterBusiness Bureau, shopper,
(05:59):
approved, etc.
Because they want to see thatthere's a continuity of reviews
and average stars across the web.
They want to make sure thatit's not just you saying how
great you are, but it's multiplesources from lots of reviews
and lots of users.
So reputation management onlinereally entails making sure that
(06:21):
you are working with a platformthat is allowing you to
distribute your reviews tomultiple platforms, not just
your website.
The other problem is, if youjust have reviews on your
website, it's an island.
The only time people see thosereviews is if they go to your
website.
Right, and so you want to makesure that you're not just an
(06:41):
island, but your reviews areshowing up in Google Ads, bing
Ads, google Shopping,third-party review platforms,
organic search results, becausepeople will do a search for is
ABCcom legit, right, or ABCcomreviews?
Look at your Google searchconsole.
You'll see this is true orreviews for XYZ widget or
(07:03):
product, and they're going towant to see reviews in multiple
places, not just your website.
So you want to make sure you'reworking with a Google and Bing
review partner which is allowingyour reviews to be syndicated
to your Google Ads.
Your Google Shopping show up asa Google Trusted Store,
obviously, your Bing searchresults as well, and, of course,
(07:24):
the organic search results onthe third party review platforms
like Trustpilot, sitejabber,better Business Bureau, shopper
Approved, etc.
0.4 here, a 4.3 here a 4.6,there a 4.1 here, and they're
seeing lots of reviewseverywhere with a relatively
(07:49):
stable or equal average starrating.
That's reputation managementShowing up in Google Ads,
showing up in Google Shopping,showing up in organic search
results, showing up on multiplereview platforms, showing up
with review videos in YouTube,showing up with reviews on your
website, and not a perfectfive-star average, why Nobody
(08:13):
trusts it.
In fact, research says thesweet spot, the psychological
sweet spot, is really between4.2 and 4.7.
Below 4.2 feels a little bitlike a risk.
Above 4.7, it feels a littlebit like maybe you're gaming it,
so that's kind of your sweetspot.
That's reputation management.
Speaker 2 (08:31):
I love it.
I love it.
And for business owners outthere that just heard your
response and said, wow, Ihaven't spent enough time here
on this aspect of my business,what would be some actionable
steps that they could take to goafter some of the highest
impact areas?
(08:52):
First, like you had mentioned,like Better Business Bureau, I'm
not registered with the BetterBusiness Bureau but, as you
mentioned, I was like, oh, maybeI should register there and so,
out of all of those platformsthat you mentioned, what seemed
to be the highest impact?
Speaker 3 (09:08):
Great question.
So, first of all, you want tohave product reviews, store
reviews which used to be calledseller reviews and video reviews
, because they all appear indifferent places, for different
queries, different locations,etc.
Different places for differentqueries, different locations,
etc.
So make sure you're collectingvideo reviews, product reviews
(09:29):
and store reviews, aka sellerreviews, and, again, make sure
that they're being syndicated toGoogle, because if they don't
show up in your Google ads, thenyou have a much lower chance of
getting clicked on.
In fact, google says that whenreview rich snippets show up in
the Google ads, you have a 17%higher click-through rate.
Well, we've got clients thatsay they've improved their
(09:50):
click-through rate by 30 to 50%.
So that's obviously Google'saverage across all industries,
et cetera.
Some industries are higher,some are lower, but you
absolutely have to show up inyour Google ads with stars for a
high impact.
Google Shopping absolutelycritical.
Think about this.
You're doing a search.
What's a common product searchyou might buy online?
Water bottle, water bottle.
(10:11):
So what's your favorite brand?
Speaker 2 (10:15):
Oh boy.
Speaker 3 (10:19):
Hydroflask Okay, mine too Got one sitting at my desk.
So you're doing a search for ahydro flask black water bottle,
27 ounce, 26 ounce, whatever andyou see five search results in
Google Shopping.
Four of them don't have reviews, one does.
Which one are you going toclick on Instantly?
Speaker 2 (10:40):
the one with reviews, absolutely, why there is
built-in credibility there.
Speaker 3 (10:46):
Authority, credibility, social proof, trust
, exactly.
Now imagine there's still fivesearch results from five
different vendors and four ofthem have a, let's say, 12 or
fewer.
No, let's say it's a hundred,roughly a hundred reviews, and
it's like a 4.2 average.
But the fifth has 700 reviewsand a 4.7.
(11:10):
Which one do you click on?
Speaker 2 (11:11):
The one with more reviews.
Why there's?
Speaker 3 (11:14):
more social proof.
Yeah, exactly.
More people have bought it,more people are raising their
hand and saying I trust thisseller more than these other
sellers.
We are naturally,psychologically, subconsciously,
inclined to follow the herd.
There is safety in numbers.
(11:35):
There's safety in a tribe.
There's safety in a community.
There's safety in a herd.
Nobody wants to be the lonepioneer on the plane right by
themselves.
They want a tribe, they want afamily, they want a community.
They want to feel like they'remaking the same decision other
like-minded people are making.
(11:58):
Social proof is even morepersuasive because they don't
have experience.
Now, you probably bought hydroflask water bottles before, so
the brand is important, but theseller may be.
You want to make sure that thatseller is going to deliver as
promised.
If it's damaged or doesn't showup, they're going to replace it
, etc.
(12:18):
Right, so those store reviewsare critical.
If you've never bought fromthat seller, the product reviews
are critical.
If you've never bought fromthat seller, the product reviews
are critical if you've neverbought from that product.
And likewise, if you've neverbought from the product or
seller, they're both criticalbecause you want to make sure
that the seller and the productare credible.
And other people have raisedtheir hand and said, yep, they
delivered as promised.
Great product, love it.
(12:39):
I'd buy it again.
Okay, I'm in.
But if nobody's bought thatproduct and you're the only one,
because there's no social proof, do you want to be the first
one to take a chance?
No, no, I don't Exactly so.
That's why we love reviews.
We love, you know, restaurantreviews, hotel reviews, star
ratings.
We'd love to see lots ofreviews, because that means lots
(13:00):
of people have bought.
How about McDonald's?
Over what is it?
Billions and billions served.
I remember it used to be, youknow, dating myself over 10
million served, and now it'sbillions and billions served.
What does that tell you?
The whole world at one point,has bought from McDonald's.
Speaker 2 (13:21):
Absolutely no.
I really like that perspectiveand it's fun to think of that
through the lens of the shopper,because there are a lot of, as
I am buying things online.
It is subconscious these dayswhen I'm looking at reviews, and
especially on Amazon.
It'll say, 5,000 of thesebought in the last month, and
(13:42):
that's always a really powerfulstat to me.
And it is, yeah, absolutely.
So.
Let's talk about and interestedin diving into the numbers.
So, conversion rateoptimization there's an entire
industry dedicated to this andthere are companies built around
helping you with conversionrate optimization.
(14:05):
And so what are some stats outthere that most business owners
don't know that would help themunderstand the power of reviews.
Speaker 3 (14:17):
Good question yeah, again, social proof.
So, by the way, if you go intoPerplexity, which is one of my
favorite research tools and Iuse the deep search, I have the
paid subscription and you askPerplexity in a deep search
query, what is the most powerfulbehavioral science principle in
e-commerce today?
(14:37):
And you know what they're goingto say Social proof.
Social proof is the mostpowerful of the 35 typically
applied behavioral scienceprinciples in e-commerce and, by
the way, I know we're gettingto it.
But there's a great book I'mgoing to recommend later that
talks about these 35 principles.
But social proof is the king.
(14:58):
It's the king of persuasion,and Dr Robert Cialdini actually
coined the term social proof inhis book that came out the first
version in 1984, calledInfluence, and if you're not
familiar with Dr Robert Cialdini, he's a behavioral scientist
and his bestselling book,influence, is a must read.
But he really talks about howinfluence is so powerful in
(15:22):
persuasion.
Well, let's get into some stats.
So we serve over 3,500e-commerce websites and we have
clients that tell us that theratings and reviews combination
of store and product haveincreased conversion rates
anywhere from 30 to 272%.
(15:42):
We have one client that'sactually here in Utah and they
have seen a 272% increase inconversion rate, as per their
Shopify stats, since theyinstalled Shopper Approved and
our Q&A tool so the productreviews, the video reviews, the
store reviews and the searchoptimized Q&A tool and literally
(16:05):
he showed me the conversioncurve.
I was blown away.
So I actually did a podcastwith him and a case study
because the conversion rateincrease was so monumental.
And not only that, but here'sthe kicker their traffic
increased by over 8,000%.
Now he gives half of thattraffic credit to what we
(16:27):
brought to the table because,believe it or not, ratings and
reviews also improve SEO andtraffic.
So ratings and reviews areabout 15% of the Google search
algorithm.
So if you have positive reviewsand enough reviews, that's
going to improve your SEO factor.
But not only does it improveyour SEO, it improves the
(16:48):
click-through rate.
So, as I said before, googleads with the stars in the rich
snippet will improve theclick-through rate on average
17%.
We have clients that blow thataway, but that drives more
traffic.
Of course, when you're gettingyour search results in the top
three to five search positionsorganically because of our
(17:11):
reviews, again you're onmultiple review platforms
showing up with positive reviewsthat's going to increase
traffic.
So this website is saying thattheir increased traffic was
about 8,000%.
So 4,000% attributed to us.
And that's a combination of theQ&A tool which optimizes the Q&A
pairs for the featured snippets.
(17:32):
So if you do a search for doesthe Hydro Flask 32-ounce water
bottle float, it does right andthe answer is yes, it does Right
.
There's your question, there'syour answer and then there's
your link to the source, akayour product page, and so that
drives a lot of low funnel, highqualified, commercial intent
(17:57):
traffic directly to your productpage because your product page
has that question answer pairsearch optimized for that
product question.
And, let's face it, when you'regetting that granular in your
product search queries, you'retypically in a commercial state
of mind.
You're looking for the productto buy, correct, absolutely,
(18:19):
yeah.
So automatically optimizingthose Q&A pairs with the schema
markup for the featured snippetand having thousands of those
question answer pairs optimizedfor the featured snippet,
combined with the SEO power andthe visual power of the reviews
showing up, have what we callsearch domination and that
(18:47):
drives a lot more traffic.
But not only traffic highquality, high purchase intent
traffic, low funnel traffic,which is really what you want,
right?
I mean, blog traffic is all funand everything and that's fun,
but the reality is, if you don'tget people to a product page,
there's nothing to buy.
Speaker 2 (19:06):
That's right, that is absolutely right.
And one thing I want to callout that really surprised me
about your response is you hadmentioned the increase in
conversion rate and that to me,that makes sense.
The traffic piece of that, Ithink, is incredible.
Traffic's expensive and youknow reviews.
(19:28):
When I think of reviews, it ismaking your product more
appealing to the people, thecustomers, but what you're
saying is that reviews also makeit more appealing to the search
engines, which is really,really astounding, and, yeah, I
think that there's a lot ofpower there and A that actually
(20:08):
answers the questions people arelooking for, and I don't mean
just product questions.
Speaker 3 (20:11):
But what about brand questions?
How long has abccom been inbusiness?
Who owns abccom?
Where's abccom headquartered?
Does abccom belong to the BBB?
Has abccom, you know, beeninvolved in a lawsuit, et cetera
, et cetera, whatever, etc.
Etc.
Whatever.
I'm just throwing out questionsand answers, right, but the
thing your store and q a foryour product.
(20:31):
Now you're getting those highfunnel and low funnel search
results automatically optimizedfor the featured snippet,
position zero, which we know.
Uh, according to, uh, what'shis name?
Um back Lincoln bank Lico saysthat, uh, the featured snippet
(20:52):
gets over 30% of the page oneclicks.
Some studies say over 40%.
So by far it gets the majorityof the clicks.
So the featured snippet iswhere you want to be.
So the featured snippet iswhere you want to be.
Now it also shows up in your AIsearch results Because again,
you're building that content andthat authority.
(21:13):
And here's what's cool about Q&Athe featured snippet typically
wants to serve up about a 40 to60 word answer and, as you know,
then it cuts off.
Well, the Q&A is optimized forthat, which means it also
creates a easily indexed answer.
Google doesn't have to crawl a3,500 word blog to find a 40
(21:38):
word answer.
You have basically served it upon a silver platter.
Here you go, google.
You can reserve your searchallowance right for other
content, because we've alreadygiven this to you in a very
snackable, digestible, indexable, easy to find format, and that
is golden.
Speaker 2 (22:00):
I really like that.
I really like that.
And, yeah, it gives you moreoptions to inform your potential
customer.
For people that have a businessthat's been around for five or
10 years and have a plethora ofreviews, it sounds like the
strategy is making sure thosereviews are shared everywhere.
(22:21):
Now for the entrepreneurgetting started, the person with
zero reviews.
What are some and I want tolike emphasize here ethical?
A clean conscience is acomfortable pillow, but what are
some ethical ways to get thatinitial couple reviews so you
(22:44):
can start sharing those you knowacross different platforms?
Speaker 3 (22:50):
yeah, well, great question.
As a, as a google reviewpartner, you cannot incentivize
reviews.
That is part of being a googlereview partner, which shopper
approved is.
So you, you can't pay forreviews, which makes sense,
because if you're paying forreviews, are they authentic, are
they transparent, right.
But what you can do is ask yourcustomers for testimonials, and
(23:17):
testimonials are a great way tokind of start that social proof
momentum while you're usingyour review platform to ask
every single customer for astore review post checkout in
line right after they completethe purchase, as well as a full
review when they receive theproduct, so that then they can
leave a product review, they canupdate or modify their store
(23:40):
review and they can also providea video review in the same
review request.
So the way we do it is that thatsingular email covers your
product review, your storereview and your video review.
Video reviews are great for SEO.
You don't need a lot of themone or two or three and you've
done the job of 10 or 20 writtenreviews, because people can see
(24:03):
it's a real person, they cansee the sincerity, they can see
the authenticity, they can seethe product, et cetera.
So video reviews are verypowerful, a great way to get
things rolling.
Now, ethical I love ethicalbecause everything you do needs
to be ethical and that's how weoperate and we believe in
ethical persuasion and ethicalreviews.
So what you can also do and thisis outside of, you know, a
(24:26):
typical review platform there'sa Google review partner, but you
can ask your customersvis-a-vis email or text.
Hey, you know, we appreciateand value you as a customer and
your input on your experiencewith our website and our product
.
Would you mind leaving us avideo review or a written review
(24:47):
?
Now, that's not going to go toGoogle, but you can put that on
your website, and so that's agood place to kind of start with
that.
Now, the other thing is it's alot easier to collect store
reviews than it is productreviews.
You typically get, you know,two or three store reviews per
product review, sometimes more.
(25:07):
So start showing the storereviews on your product pages
until you get enough productreviews to replace the store
reviews with the product reviews, and then, of course, also
collect video reviews, and soyou can ask people for
testimonials.
You can ask people for reviews.
They're not going to besyndicated to Google, so they're
(25:27):
not going to help with yourGoogle ads or you know, your
your Google shopping, but atleast they're on your website
while you're collecting thoseGoogle qualified reviews.
Does that make sense, david?
Speaker 2 (25:40):
Absolutely, absolutely, and one of the key
things I'm taking from that isasking.
It is asking for the reviewbeing on the offensive there and
instead of just waiting forthem to come along, I would
imagine when you're on theoffensive it is you're going to
collect them at a much higherrate, which is what you want
(26:02):
when you're growing and scalinga business going to collect them
at a much higher rate which iswhat you want when you're
growing and scaling a business.
Speaker 3 (26:07):
But beyond reviews, I'd like to just cover one more
thing, and this is something alot of people miss.
Reviews are great.
You have to have them and youhave to collect them.
But there's other ways tocreate trust and credibility,
and one is putting your phonenumber in the upper right-hand
corner of your top barnavigation, so it's there on
every page.
Now most people aren't going tocall it, but it creates trust.
(26:28):
Oh, I can actually call you.
So many companies hide behind awebsite and the consumer doesn't
want you hiding, they wantaccess, right, so do that.
Put your actual physicaladdress in the lower left corner
of your footer navigation soyou've got the top right with
the physical address.
In the lower left corner ofyour photo navigation, so you've
got the top right with thephone number, the lower left
(26:49):
with your physical address.
Now it looks like you're a realcompany and people just want to
know that they can contact youand you're not hiding behind.
You know a digital wall if youwill, and that creates trust.
Also, you know, join the BetterBusiness Bureau, join the local
chamber of commerce.
Put those badges on yourwebsite.
Talk about your expertise,awards, credentials, anything
(27:14):
that is going to create trust.
And it may not be reviews,because you don't have them yet,
but think about all the waysyou can convey and display what
we call trust signals or trustbadges.
And you know, if you had apress release and an article
show up in Business Insider orLA Weekly or whatever it is show
(27:35):
, you know, as seen in BusinessInsider and LA Weekly, those
little trust badges add up.
They help because you look likeyou know, like you're more
stable and more legitimate.
So those are other ways for anexisting and a new company to
amplify their trust signals,amplify the credibility.
Speaker 2 (27:56):
I like it.
I like it.
That's really, really, reallygood advice.
Now, at the beginning, you hadmentioned, at the beginning of
the show, the sweet spotsbetween 4.2 and 4.7 stars, and
what that means is you cannothave all five-star reviews and
that potentially negativereviews are part of the
(28:17):
experience, and so this is atwo-part question when you do
get that negative review, whatis the best way to handle it?
When you do get that negativereview, what is the best way to
handle it?
Speaker 3 (28:35):
And then how do negative reviews how do they fit
into the whole ecosystem ofreputation management?
I love that question because ithurts to get a negative review.
Your business is your baby.
You birthed that thing and youknow you don't want anybody
calling your baby ugly Any time,way, shape or form.
It hurts.
So people just intuitively wantto bury or delete or remove
(28:58):
negative reviews or ideallynever get them.
But as a Google review partner,you have to display every
review good, bad and different.
So, part one how do you dealwith it?
First of all, address it.
Do not ignore it.
Say you know, david, I'm sorrythat water bottle didn't meet
(29:19):
your expectations, or I'm sorryit arrived two days late, or I'm
sorry that it arrived dinged ordamaged, or the cap was missing
, or whatever the case may be.
Obviously, we're going to takecare of you and rectify this
situation as soon as possible.
By the way, most customersreally, you know, have a great
(29:40):
experience, as exemplified byour four point star rating and
our, you know, 812 reviews.
So that's how you handle that.
First of all, address it assoon as possible.
Second of all, uh, you know,try to point out the fact that
you've got a lot of overwhelmingsocial proof on the other side
(30:01):
where people are saying you knowwhat we really like, what we
really like this company, wereally like this product, we
really like this brand, butdon't mention the product name
in that negative review response, because that's a keyword in
SEO.
If it's a positive review, youalso want to respond, but
there's where you mentioned theproduct name for SEO.
(30:23):
So, gee, david, glad you lovethe Hydro Flask, you know water
bottle that you bought from usand you know thank you for the
4.8 star review.
The reason people love thisbottle is because A, b and C,
you know, look forward toserving you again in the future.
So there's some keywords forSEO, for a positive review,
(30:46):
versus not necessarilymentioning the product in a
negative review, but certainlyaddressing the customer's issue.
Have empathy.
You have to go into this withempathy because you've got to
view this through the customer'slens.
The customer expected A, theygot B.
They're dissatisfied.
Acknowledge that, apologize,solve it and then try to come
(31:11):
back with.
You know we are a great company, as you know, exemplified by
our reviews and our star rating.
Speaker 2 (31:23):
Absolutely.
I just had two aha moments inyour response.
One is responding to thepositive reviews, and I think
that's in.
The second aha moment was usingSEO in your positive responses
and typically, like at ourcompany, we have a policy to go
(31:45):
in and address all the negativesand offer them a replacement or
a refund, but we're notthanking those who took time out
of their day to leave afive-star review or to take a
photo or, even better, a videoand share it.
Better a video and share it,and that's something that I can
(32:07):
tell you when I hang up with you.
That's going to be somethingthat I go implement because I
think that's really strong andpowerful.
And then the kicker of beingable to use your primary
keywords in your responses isjust really an outstanding
response, and so I think thatgives a good game plan and a
(32:29):
good roadmap for how to dealwith both the positive and the
negative reviews.
Speaker 3 (32:33):
So well, here's, here's the rule of thumb Respond
to every negative review yeah,and that would be a three star
or under and respond to at least60 percent of the positive,
because it does create moreunique content and keywords and
recency, right.
So, as you know, the Googlealgorithm works it's keywords,
(32:56):
it's recency, it's volume.
So, if you're creating a lot ofUGC vis-a-vis the reviews, user
generatedgenerated content andthen BGC, brand-generated
content through the responsesand it's fresh and it's unique,
don't use canned responses.
Read the review, call out theirname, call out what they
(33:16):
specifically said positively.
Gee, we're really happy, youlike?
For example, I'll give you anexample.
We get amazing reviews for oursupport and onboarding team.
I mean, people just love themand they call them out by name.
You know I love your support.
Mary is specifically amazing.
I love the way she went out ofher way and did this, this and
(33:37):
this.
The review response would bewe're so happy.
You had a great experience withMary.
We do find that, you know,people particularly love our
support team and we're so gladthat she helped you with this
problem.
Yeah, I like that.
That means that means what thatmeans.
You read it.
It's sincere, it's authentic,it's, it's real, it's not just a
(33:57):
bot.
I hate and you can see them,everybody can see them the
artificially created cannedresponses driven by a bot.
You know, thank you so much foryour review, okay, but that
doesn't help.
It's not unique content, it'snot authentic content, it's not
real content.
And then when the reviewer seesthat, it's like, eh, that's all
you could do Really A bot.
(34:18):
I see the same response 15times on your page Like this
isn't authentic, you don't care,you're not engaging with your
customer base.
So that's a part of reallyshowing that you care about your
customers.
That helps drive LTV lifetimevalue.
Because now, when I see thatsomebody authentically reached
(34:41):
out and responded to my reviewspecifically, individually, with
very specific feedback, it'slike, oh, they care about me.
If they care about my positivereview, they're going to care
about taking care of me if Ihave a problem in the future.
So it just creates this aura ofcaring and being authentic and
being customer-centric.
Speaker 2 (35:03):
Yeah, absolutely, absolutely.
I think every business ownerwho's listening, they should
rewind and listen to that again,because that's really powerful.
There's so many implications ofthat, you know.
One being a decent human beingIf somebody pays you a
compliment, thank themauthentically for it, you know.
(35:23):
And then that goes on toincreasing customer lifetime
value and establishing thattrust and that relationship, and
also acknowledging when youhave faults and when you messed
up, and resolving those issues.
And so I always, when I'mshopping and I like to look at
one-star reviews, if I see thata company handled whatever issue
(35:49):
it was appropriately or what Ideemed to be appropriate, then I
feel differently about thatone-star review.
And whereas, if you don't see aresponse, well, that may say
something about their customerservice.
Speaker 3 (36:02):
So that's part two of your question, right?
Yes, and so the answer to parttwo is that there are several
studies about how negativereviews actually drive more
conversions.
One study says that when peoplego specifically and read a
negative review, it increasesconversion rates by 71%.
(36:25):
Another one says 118%.
When they thoroughly read aone-star review, 118% increase
in conversion rate.
Interesting, why is that?
Because you've just shownauthenticity, transparency,
trust, credibility.
You're not burying and hidingthose one-star reviews now,
(36:46):
especially when you'reresponding to those one-star
reviews with empathy, with asolution I have actually seen,
believe it or not, I'm not goingto call out the brand, but a
brand that actually bombastedthe reviewer for leaving them a
one-star review and called themall kinds of colorful words.
And so now you go to thatwebsite and you're thinking,
(37:11):
okay, well, wow, this companyhates their customers.
They bombast them if they leavethem a negative review.
They're not open, they're nottransparent, they're not
customer centric and theyprobably don't want to engage
with that brand.
So check the ego at the door,realize that this is just their
experience, and maybe theirexperience had false
(37:33):
expectations that nobody couldpossibly deliver on.
Or maybe it was just a littleissue, like the box showed up
damaged but the product insidewas fine.
That happens.
You can't control that.
That's the shipping partner UPS, fedex, whatever, right, you
can't control if they stepped ona box, but the product is fine.
And, by the way, when peopleread negative reviews, a lot of
(37:55):
times you're looking for what'sthe worst that could happen.
Right, what's the worst thatcould happen, how bad is it?
And does the product take careof the problem?
So if they see, oh, it had adamaged exterior package, so
what Is that worth giving them aone-star review?
No, come on.
Or it showed up without theinstructions, but then they
(38:19):
quickly emailed them to me ormailed them to me Okay, great,
it happens.
Sometimes the instructionsdon't make it in the box, but
they took care of it.
So is that worth a one-starreview?
No, so that's why you want tohave those responses as well.
You know, thanks, david, forcalling out.
The instructions weren'tincluded.
We'll get those to youimmediately.
Boom, problem solved.
Speaker 2 (38:41):
Absolutely, absolutely, and that's a good,
good answer to part two I wantto touch on before we get to the
fire round.
I want to touch on yourexperience hosting a podcast,
and it's not often that I get totalk to another podcaster and
it's definitely a uniqueexperience, I would say it is
(39:05):
just.
My experience has been.
It is kind of like earning yourPhD in business, where you get
to pick your professor andthere's a tremendous amount of
learning and sharing andnetworking that goes on.
It is.
If someone were to give me amillion dollars tomorrow to stop
podcasting, I would not take it, and so I'm curious what have
(39:25):
been your experiences hosting apodcast and what have been some
of the key takeaways that you'vehad from your guests?
Speaker 3 (39:34):
It's a great question .
I feel like you Podcasting andbeing a guest and a host.
I've learned so much from thehost.
I've learned so much from theguests.
But on the host side, the funthing is, as you know, you get
to choose your guestsno-transcript posts.
(40:11):
If I like their presentation ata conference, I'll reach out
and invite them on the podcast.
I like to learn from the bestbecause that's how you learn.
You don't learn from the worst,you learn from the best.
And, um, you know, one of myfavorite guests is Matthew
Stafford.
And you know one of my favoriteguests is Matthew Stafford.
(40:33):
You know who Matthew is.
Yeah, yeah, and he's justbrilliant.
I love his mind in terms of howhe thinks about maximizing net
profit and profit margin, notjust gross revenue, and we've
had great conversations aroundthat.
You know his book, what he does, his strategies around build
(40:57):
growth scale.
In terms of things like on yourthank you page, there's an
opportunity for an upsell, across sell, a collateral sale,
sale, a collateral sale on yourthank you email, et cetera.
Looking at things like whatproducts actually drive the most
margin, not necessarily thehighest volume, but the most
(41:21):
margin.
Focus on promoting those, focuson cross-selling those
upselling those, because it'sall about the margin.
You eat on margin.
You bring margin to the bank.
You don't bring gross revenueto the bank because out of that
comes all your costs, but ifyou're not making margin,
there's nothing to bring to thebank.
So you know, I love his wholephilosophy and strategy around
(41:44):
thinking about what are theproducts that bring margin.
What are some digital productsthat you can create once and use
as a lead magnet or a bundleproduct or a cross-sell.
That is pure margin but costsyou nothing to create a little
time.
Could be videos, could be a minicourse, could be how-tos, could
(42:07):
be a community right, you could.
You could offer a community uhas uh, an exit pop instead of a
15% discount.
The way I look at it, go todiscounts last, go to value add
first.
How can I add value first andlast ditch would be a discount,
(42:28):
but discounts kill your margins.
So you know we had greatconversations around that.
Obviously he covers that in hisbook and in his community.
But learning from people thathave built and owned and
optimized and sold their owne-commerce websites, that really
killed it.
To me it's the best way tolearn.
(42:50):
So I like learning from thosekinds of people, people that
have battle-tested strategiesthat can share.
You know how they went from Ato Z and the steps along the way
, the gotchas, the epiphanies,the little known strategies.
(43:11):
I've learned a ton, absoluteplethora of tips and tips and
strategies from my guests.
Speaker 2 (43:20):
That's outstanding.
That's outstanding, and I sharea similar sentiment about this
media form.
It's something I'm passionateabout.
Both on building a podcast aswell as consuming a podcast,
I've learned a tremendous amountand it's a great media form,
and obviously everybody tuningin today is also a fan.
So now, dj, I think we could goon all day long, and on some of
(43:45):
these topics we just scratchedthe surface.
We're definitely going to wantto have you back on the show.
But before we end the interview, we have something called the
fire round.
It is four questions.
We ask every guest Are youready?
I'm ready, all right.
What is your favorite book?
Speaker 3 (44:02):
Well, there's many.
I'm an avid reader.
I have hundreds of books.
But if I had to pick one fore-commerce, online influence is
my favorite because I'm a realbehavioral science junkie.
I've taken multiple courses inbehavioral science, behavioral
economics.
I love psychology.
(44:23):
I love the psychology ofpersuasion, buying.
I love psychology.
I love the psychology ofpersuasion, buying, influence,
communications, etc.
So if I had to pick just one,that's probably my all time
favorite.
But I have dozens, hundreds offavorites Outstanding,
(44:47):
outstanding.
What are your hobbies?
Reading, learning, hiking andtravel.
I love to travel, love to go tounique places.
Last year we chartered a42-foot catamaran and sailed
around the French PolynesianIslands.
Just absolutely loved it.
I love being in unique places,remote places, doing unique
(45:09):
things.
Been to Europe many times,thailand many times.
World traveler.
I just love learning fromdifferent cultures and people
and experiencing differentcuisine and lifestyles, and all
that.
I barely speak English.
I don't speak any otherlanguages, but I get by.
I rode my motorcycle when I wasin college through Mexico.
(45:32):
No maps, no GPS.
This is.
You know what was this.
This is the late 80s and I justhad the time of my life just
riding through Mexico.
Speaker 2 (45:44):
That's outstanding.
That's outstanding.
What is one thing you do notmiss about working for the man?
Speaker 3 (45:59):
Everything but one thing would be the siloed
approach that so many businessestake to everything.
They don't see the big picture,they don't see the integrated
strategy behind marketing.
Everything is siloed.
The email team is doing onething, the web team is doing
another, sales team is doingsomething different, the PR team
is doing something altogetherdifferent.
There's no cohesiveness,there's no continuity, there's
(46:21):
no consistency.
You have brand schizophrenia.
Nothing's integrated, nothing'sworking together, nothing's
leveraging all the other touchpoints campaigns, messaging,
brand positioning and it justcreates a really confusing user
experience and unfortunately,99% of brands just don't
(46:44):
understand that and they operatein these distinct silos and the
consumer is just simplyconfused.
Speaker 2 (46:52):
Okay, okay, very good , very good.
And final question what do youthink sets apart successful
entrepreneurs from those whogive up, fail or never get
started?
Speaker 3 (47:04):
Being willing to learn, being willing to study
from the experts, read, listento podcasts, read books, take
courses and then execute andthen test.
You need to execute and test,learn, execute, test, reiterate.
Speaker 2 (47:22):
Very nice, very nice.
To wrap up the episode, youhave an outstanding offer for
our audience, which we'll beposting a link to in the show
notes.
It is a free digital and audiocopy of your book Reputation
King.
So to the listeners, feel freeto check that out.
And, dj, if people areinterested in getting in touch
(47:42):
with you or checking out yourpodcast, what's the best way?
Speaker 3 (47:46):
Yeah, you can go to trafficandconversionpodcastcom.
You can follow me on LinkedIn.
You can Google DJ or DwayneSprague.
My official name is Dwayne.
I show up for both.
You can go to reputationkingcom.
It is a real book, over 200pages full color.
We put a lot of work and effortinto the research and science
(48:10):
behind reputation management.
It's the first and only bookever written and published about
e-commerce reputationmanagement, so we're really
proud about that.
And reputationgeekcom.
You can learn more about whatwe do and we've got some
exclusive videos and contentthere as well.
Speaker 2 (48:28):
Outstanding, outstanding.
Speaker 3 (48:30):
And then shopperapprovedcom for our
ratings and reviews Q&A.
You can do a free trial and,obviously, schedule a demo.
Shopperapprovedcom.
Speaker 2 (48:41):
Awesome, DJ.
Thank you so much for your timetoday and looking forward to
staying in touch, Thanks.
Speaker 3 (48:45):
David.
Speaker 2 (48:46):
Appreciate it.
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