TripAdvisor is now home to 190 million reviews – that’s a staggering amount of content.
And for travel marketers, it’s a messaging gold mine.
NB: This is an analysis by Dustin Walker, owner of Jet Copywriting.
Hidden within all those compliments and complaints are words and phrases that can be "swiped’" and then used to write copy that will persuade prospects to sign up for your newsletter, book a room or download an app.
That’s right: I mean actually using your customers’ exact words as the written content on your website – especially for headlines, subheads or other bits of copy that must snatch your prospects’ attention.
This technique might seem counterintuitive at first.
We’ve been conditioned to think of writing, and especially travel writing, as something that comes from within us - an act that’s driven by inspiration and artistic muse.
And that could be the perfect mindset for a travel blog or other top-of-funnel content.
But when it comes to copywriting that’s designed to persuade your prospect to take some type of action – to convert – thinking inwards doesn’t work.
Why "stolen" messages convert
Most people who come to your website have at least some understanding of what they’re looking for. And when they see words or phrases that reflect precisely what they want, that text resonates with them on a deeper level.
So by using the same language as your customers, you create messages that more accurately mirror what people are thinking and feeling when they arrive on your website.
That in turn builds trust, increases engagement and leads to more conversions.
Surveys and customer interviews are two of the best ways for determining what you should say on your website. But if these aren’t an option for your travel company, or you want to supplement your existing data, you can also find powerful messages from your customers in:
- Reviews on TripAdvisor, Yelp or the App Store
- Testimonials
- Support/thank you e-mails
- Travel forums
- Social media posts
Conversion copywriting guru and
Copy Hackers co-founder Joanna Wiebe, who taught me much of what I’ll be sharing in this post, has written several articles detailing her wins from mining user-generated content.
For example, she managed to increase conversions by a whopping 103% for a software-as-a-service provider after writing a headline based on a testimonial.
What to watch for when mining reviews
Before getting started, you should first have a solid understanding of who your audience is (pop-up surveys like Qualaroo can help with this).
Then browse the most recent reviews about your business. Hunt for words or phrases that reveal:
- Specific benefits they talk about
- Real-life problems your business/product solves
- What they love most about your company – or anything else they rave about
Also, take note of:
- The natural language they use when talking about your business
- Phrases that are especially insightful or memorable, such as intriguing similes
- Emotion-rich adjectives they use to describe your company or the experience you provide
Once you’ve gone through at least 25 reviews (more is better), examine all the data and watch for recurring themes.
What messages were repeated most by travelers? What topics sparked the most emotional reactions?
The strongest three-to-four themes will help you make better decisions on what exactly you should be communicating on your website and landing pages.
Use these messages to guide how you write headlines, bullet points or even select images for your online marketing. And whenever possible, use the ‘swiped’ message verbatim as part of the actual copy.
An example of how it works
Many start-up founders struggle with figuring out their value proposition. Fortunately, that’s also where review mining can help.
Last summer, I worked on the homepage for GyPSy Guide – a GPS-based app that plays professional-quality audio tours while you’re on a road trip.
The target audience was middle-aged American couples who loved traveling independently by car, but also appreciated the value of a good tour guide.
While sifting through reviews, there was one phrase that kept popping up over and over. Here are a few examples:
- “…it’s like having a solid B+ grade guide in the car with you.”
- “Like having a tour guide in the car with us!”
- “Like having your own personal tour guide in the car.”
- “Just like having a live guide in your car!”
- “It really is like having your own personal guide sitting in the back seat.”
And it wasn’t just what the reviewers said, but the context in which they said it — always in an enthusiastic, excited tone. Expressed as a solution they were looking for. A clear benefit.
So I stole it.
I used the phrase almost verbatim to express GyPSy Guide’s value proposition on the homepage. Here’s the headline and sub-headline:
The copy works for a number of reasons, but ultimately it communicates what makes the app unique and desirable in a memorable way.
This new text was part of a homepage revision that brought a 44.5% increase in click-throughs when split-tested against the original.
What if you have no reviews?
If you’re a new business, you probably won’t have many reviews or testimonials to mine. Plus tour operators and other travel companies aren’t yet included on TripAdvisor.
That’s not a problem. You can still find high-converting messages by mining other types of user-generated content created by your target audience. It doesn’t even have to be about your product specifically.
Look at TripAdvisor forums, Amazon book reviews or anywhere else where your best prospects might be seeking solutions.
For example, let’s say you’re a travel agent who specializes in cruises. Your target audience is first-time cruisers who often feel overwhelmed by the amount of trip-planning information available.
You might want to first look at book reviews about cruising on Amazon, for example, and then forum threads created to help new cruisers. And just as I detailed above, you’re hunting for messages that reveal what’s important to your customers – their desires, frustrations and concerns. Take note of comments that reveal:
- What they want
- What they’re in pain over (including unmet desires)
- And any memorable phrases that stand out
(
This Copy Hackers article provides a more in-depth explanation of how to mine reviews if you don’t have any customers yet)
Mobile demands better copy
With more people browsing and booking on mobile devices, travel brands need to make every word on their website count. The smaller screen size means you can’t afford to waste space on do-nothing copy.
All the messages you communicate must be important to your audience. This is especially true for start-ups, where a clear value proposition can have a huge impact on conversions.
Bottom line: the better you understand what’s important to your customers, the more likely you will be able to communicate the right message, to the right audience at the right time.
NB: This is an analysis by Dustin Walker, owner of Jet Copywriting.
NB2: Review magnifying glass image via Shutterstock..