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¿Por qué los consumidores recurren a Yelp cuando quieren hacer una compra?



Prácticamente todos los usuarios españoles (99 %) hacen una compra en el plazo de un mes en una empresa local que encontraron en Yelp y un impresionante 97 % lo hicieron en el plazo de una semana. Claramente, ayuda a los consumidores a decantarse por un sitio u otro, y además impulsa las compras en los comercios de barrio. ¿Pero qué lleva a los usuarios a pensar en Yelp cuando buscan restaurantes, balnearios, cerrajeros, etc.?

El estudio demuestra que, para los consumidores, las reseñas de Yelp son las más influyentes, las de mayor calidad y las más fiables. Esto se debe, en gran medida, a que los usuarios confían en las reseñas de Yelp, ya que las recomendaciones se hacen con base en un programa automatizado.

Este programa vela por los consumidores y por los propietarios, ya que destaca las reseñas más fiables y útiles que hay en Yelp. Lo que hace es escanear millones de reseñas todos los días, fijándose en distintos indicadores, como la calidad, la fiabilidad y la actividad de los usuarios. A diferencia de las reseñas “no recomendadas”, las “recomendadas” sí se tienen en cuenta para la puntuación de un negocio.

¿Por qué podría etiquetarse una reseña como “no recomendada”? Porque es fraudulenta, arbitraria o porque se trata de un ataque que no aporta nada. No obstante, a veces hay reseñas reales que se califican de “no recomendadas” porque son de usuarios poco arraigados a los que prácticamente no conocemos. Otras veces, es común que las reseñas “recomendadas” sean de miembros muy activos de la comunidad de Yelp.

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The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.

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