As any successful local business owner today will tell you, getting listed and establishing a business profile on Yelp is a no-brainer.
For consumers, the popular online review site is one of the most influential sources of insight and information on businesses in a wide range of categories, such as restaurants, hospitality, retail and shopping, healthcare, and more. For businesses, meanwhile, Yelp is a great platform for connecting with customers, listening to and managing customer feedback, and building brand reputation.
Yelp: a powerful channel for driving customer transactions
Yelp is also quickly becoming a powerful channel for driving sales, bookings, and other direct transactions. It offers a number of free tools (including Yelp Now and Yelp Platform) that business owners can use to attract Yelpers, but even something as simple as claiming your Yelp listing can do wonders for your business.
In fact, according to a study by the Boston Consulting Group, local businesses with free Yelp business accounts see an average of $8,000 in additional annual revenue. That’s a pretty good ROI, and all you have to do is claim your Yelp page.
Reviews and tech powering the dining experience
Recently, another research study – by global information and measurement company Nielsen – shed light on the power of Yelp, as well as of online reviews in general. Here are some interesting highlights from Nielsen’s research:
Diners in the U.S. love reviews. Approximately 39 percent of American consumers researched or checked restaurant reviews before their last dining experience, while 28 percent looked for and read reviews before they ordered takeout or delivery.
Americans use tech to power their dining experiences. According to Nielsen’s research, 15 percent of U.S. diners made a reservation the last time they ate out. Of these, 42 percent did so by going online or using a reservation app – such as Yelp, OpenTable, Foursquare, etc.
Another interesting result is that more men (47 percent) than women (37 percent) used technology to make a restaurant reservation (online or via an app); more men also made same-day reservations (46 percent vs. 33 percent).
Free Yelp tips guide
It’s obvious that reviews and tech have become a crucial part of US consumers’ dining experiences. But don’t think that the Yelp age covers only food and restaurants. From retail shopping and travel to healthcare and legal services, consumers are turning to platforms like Yelp to read reviews, find out about fellow consumers’ experiences, assess a brand’s reputation, and make purchase and booking decisions.
Is your business on Yelp? Check out the ReviewTrackers’ Best Practices Guide for Yelp: