User submitted reviews are such a vital part of the online buying process that we no longer simply hope we’ll find them; we expect them to be there. Reviews add objective opinion and harness the most powerful marketing tool in the world: word of mouth. And it’s not just about finding products that only have great reviews.
Showing posts from: General Appliance Care & Advice
Over the last year or so we have been making an effort to provide a more helpful ‘fix it yourself’ (FIY for short) web experience by creating our own ‘How To’ videos. At the time of writing we’ve got over 130 videos, with 750,000 total views, across 12 video sites. The vast majority of these are viewed on our Advice Centre and YouTube channel.
However, we are just a small drop in the web’s ‘How To’ ocean. Here’s a look at some of the best FIY the web has to offer…
Hubert is working with the eSpares marketing team for a couple of weeks on a work experience placement. Yesterday, he was tasked with being the video production assistant on the filming of some Dyson DC25 fix-it videos. We asked him to write a few words on his experience of the day.
Okay, you’ve lost your TV remote. Well, maybe it wasn’t you who did it, it was the kids. Perhaps technically it can’t be considered lost lost because the kids decided that it was much better used as a hammer or as buried treasure. Basically these scenarios are leading down a winding path where you’ve now got a fully functioning television but no remote control. Does this sound familiar?
One of the obstacles that we’ve had with our help videos is that we’re a bit limited to the appliances featured based on what our team members own. We’ve got to hold our hands up, we’re a thrifty bunch and we didn’t want to shell out a lot of money on new appliances for our videos.
Mike got the idea to source old broken appliances on eBay, trying to get them as cheaply as possible, just to see what we could get.
Here’s what we bought…Read more
We carried out a piece of research in November 2009 that looked at how much repair companies would charge to carry out five common repair tasks. The idea of the research was pretty straightforward: to highlight the potential cost saving that our customers were making by fixing it themselves. The research was carried out fairly. I personally obtained quotes from 3 well-respected national repair firms for the five tasks. They were all given the same make and model of appliance to fix and the same location for the job. I then averaged the quotes and compared this to the cost of buying from eSpares (including delivery) to derive the cost savings. You can see a summary of the findings here.
Since launching our product reviews functionality in November 2008 we’ve had 22,951 reviews left on our website. Every day it’s my job to read all the new reviews on our site to see what our customers are saying about us. We’ve learnt a lot from our customers through the reviews they leave; they’ve told us what we can be doing better and which help videos we should shoot next. We’ve made changes to our business based on the feedback we’ve gotten, it’s been truly invaluable.