A - Identify your strengths and weaknesses compared to your competitors:
Analyse consumer expectations through the analysis of Google reviews and identify your position on each subject compared to your competitors.
> To access this data, simply click on the "Competition" tab within the "Google Reviews" campaign.
> Select your brand on the ranking to perform your analysis
Below the competitive ranking: Identify your strengths and weaknesses compared to your competitors.
1) Identify the topics mentioned in the Google comments:
The topics are classified as strengths or weaknesses based on your positioning compared to the competition (whether you are in the top 50% or bottom 50% of ratings on each topic).
2) Find your average rating for each topic:
On each topic, your rating is highlighted in color on the scale ranging from the lowest rating obtained by a competitor to the highest rating obtained by a competitor.
In the example, you have a rating of 5 for accessibility and parking, while the best competitor scored is 5 and the lowest scored is 1.
3)
Visualize the ranking by brand on each topic by clicking on the ranking icon on the right |
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Read the comments left on your Google page(s) for each topic to better understand what your customers are saying by clicking on the bubble below. |
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B - Gain competitiveness against your competitors:
Let yourself be guided by our recommendations to prioritize your actions on the topics that have the greatest impact on consumer expectations in your industry.
1) Column “Expectations”
Identify the importance of each topic in consumer expectations based on the displayed percentage. This represents the topics' percentage of occurrence in Google comments within your industry.
2) Column “Competitiveness to Gain”
Prioritize topics that matter for gaining competitiveness. The topics are ranked based on their impact on your competitiveness: the higher is the percentage, the more important it is to improve in that topic as it strongly matters to consumers and your rating is lower than that of a competitor.
This percentage takes into account the importance of the topic in consumer expectations and the rating gap between you and the top competitor on that topic.
3) Column “Rating to reach”
Identify the rating you need to achieve on each topic to reach the indicated competitiveness percentage. A reminder of your current rating on the topic is also displayed to assess the effort required.
Here, by reaching a rating of 5 on Store layout (compared to the current rating of 1), you can gain 9% competitiveness in your industry.