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Nielsen調查:每5位Yelp用家當中,就有4位在瀏覽Yelp的時候已經有要洗錢的準備



買嘢之前先Yelp。據Nielsen最近的調查,發現每5位Yelp用家中就有4位準備好要消費。

點解?點重要呢?因為佢確立咗我們已經知道的,就是Yelp用戶會在準備好要消費的時候用Yelp搜尋本地的優質商戶。直至2013年的第一季度,Yelp每月平均有一百零二萬獨立的瀏覽人次,消費能力十分強大。最近,我們亦在平台新增了立即行動點擊功能,讓商戶與潛在顧客之間有更多的互動,從而促成更多的生意。

另外,盈利預測工具也可以協助商戶更準確地預測Yelp潛在顧客將可以為他們帶來的預測收入。不同分類的商戶都有受惠於Yelp為他們所帶來的潛在收入,而這個調查正好可以讓顧客都知道Yelp在購買過程中所演的角色以及重要性。

差唔多所有的Yelp用家(98%)都會在他們在Yelp找到的商戶消費,而其中的90%更會在一星期內消費。

如果你仍然未看到Yelp的重要性,你可能會想知道:超過一半的Yelp用家(55%)會在Yelp上查看本地商戶的時候有進一步的行動(例如:打電話、查詢前往的路程、或立即購買)。有別於一般的瀏覽,這證明了用家在瀏覽之後會真的同商戶互動。

還有,調查證明了Yelp用家是本地商戶想要服務的一群。用戶一般都是有經濟基楚、受教育、較年輕、及喜愛消費的。大部份的Yelp用家會在不同的平台用Yelp(電腦、手機、平板電腦),這表示Yelp無時無刻都在他們身邊,十分方便。

商戶方面有什麼得著呢?有著這批愛消費的活躍Yelpers,商戶(特別是本地的小商戶)絕對可以充份利用Yelp為商戶而設的免費工具組,整理好Yelp上面的”店面”,讓舖頭更加吸引。以下是一啲小貼士:

- 確保資料頁上的資訊準確無誤(地址、電話號碼、營業時間、等等),等潛在顧客不會因為搵唔到你的店而放棄。

- 上載店舖相片-相對於沒有相片的商戶資料頁,我們發現用戶會花多2.5倍的時間在有相片的資料頁上。

- 公開或私底下回覆評語,與顧客互動了解,說明商店的立場或看法。

- 使用Yelp的盈利預測工具,追蹤潛在顧客可以帶來的收入,以及工具的效用。

- 考慮使用Yelp廣告計劃去吸引更多潛在顧客,增加收入。

對Nielsen的調查有興趣,想了解更多?查看下面的圖表!

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