Executive Summary for May 2015

Search Engine Results Monitoring & Reputation Management

Proprietary & Confidential Information

SERP (Search Engine Results Page) Monitoring

Proprietary & Confidential Information

SERP Analysis: Cohens Online Properties

During our monthly SERP analysis, which
involves performing searches for the most
searched Cohens brand terms using different
filtering rules, we screen for the most consistent
and noticeable trends in the type of results that
are showing up on the first page of Google.
These observations are then used to develop
link building strategies and social media or
reputation management tactics that can help
push the negative results off the first page and
increase the number of positive or neutral
listings.

In May 2015, out of the top 7

organic search results for
Cohens Fashion Optical
on Google there were:

4 positive results
0 neutral results
3 negative result

Yelp continues to be the dominant review site

for Cohens Fashion Optical on all search
engines.

In May, 6 out of the 7 search results were

comprised of Yelp listings.

Proprietary & Confidential Information

May 2015 SERP Summary Top 7 Organic Listings

Ranking

1
2
3
4
5
6
7

Listing Description

Owned & Managed

by CFO

Content

Cohens Fashion Optical Website

Yes

Positive

Yes

Positive

Yes

Positive

Yes

Positive

Yes

Negative

Yes

Negative

Yes

Negative

Yelp.com Union Square

(3.5 Star Avg; 63 Reviews)

Yelp.com Midtown East, New York

(3.5 Star Avg; 28 Reviews)

Yelp.com Queens, New York

(3 Star Avg; 37 Reviews)

Yelp.com Gramercy/Flatiron, New York

(2 Star Avg; 55 Reviews)

Yelp.com Upper West Side, New York

(2.5 Star Avg; 56 Reviews)

Yelp.comUpper East Side, New York

(2 Star Avg; 35 Reviews)

Proprietary & Confidential Information

Brand Ambassador & Reputation Management

Program

Proprietary & Confidential Information

Reputation Management Highlights

Reviews: 102 reviews posted
Positive to Negative Ratio: 63% positive, 37% negative
Brand Ambassador Work:

Privately thanked 57 users who posted a positive review

Privately reached out to 36 users who posted a negative review
Posted 5 public comment
14 users responded to Brand Ambassadors messages; 8 of these individuals were looking
to resolve their complaints

Customer Service Work:

2 out of 14 online complaints have been successfully resolved or addressed to satisfaction

3 out of 5 email complaints have been successfully resolved to satisfaction!

Final User Response:

2 out of 5 resolved complaints have been updated online!

Removed Reviews
1 review was flagged this month for removal

Proprietary & Confidential Information

Resolved Complaint: Updated Review

Shea negatively reviewed CFO Store #229 on Yelp on 4.15.2015.
On 5.8.2015, Carina was able to resolve his complaint to satisfaction.
As a result, Shea chose to update his star rating from 1 to 4 Stars as well as the
review.

Proprietary & Confidential Information

Review Sites
Yelp continues to dominate as the main source of reviews with _ new reviews in May.
Its followed by Google+ Local with _ reviews.
Review Site

Positive

Negative

Yelp

58

30

Google+ Local

Pissed Consumer

Most Reviewed CFO Stores in May:

Store #

Total

Positive

Negative

177

140

227

97

156

206

Proprietary & Confidential Information

Yelp: 105 Enhanced Locations

Cohens Fashion Opticals visibility
on Yelp has skyrocketed within the
past year.
Views from yelp slightly decreased
this year, but not significantly.
Reviews are up 67% since May
2014, with a shift from 53% positive
to 63% positive!

Overall Star Rating for

Enhanced Listings
2.53

Measure

April15

May15

Paying Locations
Desktop Appearances in
Search
Mobile Appearances in
Search

Total

105

105

Total

27,247

26,192

Total

58,895

60,502

Total User Views

Total

8,498

7,579

Desktop User Views

Total

4,107

3,596

Mobile User Views

Total

4,391

3,983

Mobile App User Views

Mobile Site Views
(m.yelp.com)

Total

2,067

2,011

Total

2,324

1,972

Total Customer Leads

Total

1,238

1,130

Desktop Call to Action Clicks

Total

55

54

Mobile Call to Action Clicks

Total

78

65

277

232

3.3%

3.1%

Metric

Clicks to Website

Total
Weighted
Average

Web Click Through Rate

Mobile Calls

Total

436

398

Directions & Map Views

Total

343

343

Yelp Bookmarks

Total

21

14

Mobile Check-ins
User Uploaded Photos

Total
Total

24

18

Proprietary & Confidential Information

Top Customer Complaints

61% of customers who posted a negative review complained about the customer
service they received in-store, compared to _% last month.
Complaint

# of Customers Who
Complained

(38 Total)

Service
Staf
Pricing
Upsell
Ripof
Wait Time

23

61%

19

50%

13
9

34%
24%

7
7

18%
18%

Insurance
Groupon Scam
DR. Eye Exam
Repairs
Knowledgable
Prescription
Product Quality
Store/Environment
Apt. Scheduler
Bait & Switch

16%

5
5

13%
13%

11%

11%

8%

5%

5%

3%

3%

Refund

3%

Proprietary & Confidential Information

10

Top Customer Praises

94% of customers who wrote a positive review praised the customer service they
received.
Compliment

# of Customers Who
Praised

(64 Total)

Service

60

94%

Staf

54

84%

DR. Eye Exam

19

30%

Selection

19

30%

Product Quality

19

30%

Knowledgable

17

27%

Wait Time

17

27%

Repairs

12

19%

Pricing

13%

Honest

11%

Insurance

11%

Store/Environment

9%

Prescription

9%

No upsell

6%

Appt. Scheduling

2%

Refund/Exchange

2%

Proprietary & Confidential Information

11

Twitter Complaints
This month, @Cohensoptical received 4 negative comments/complaints via Twitter.
All 4 comments/complaints were issued responses by CFO.

2 complaints were resolved to satisfaction!

1 complaints are still in the process of being resolved.

1 complaint was unable to be resolved, as the customers had no interest in resolving her
issue.

Proprietary & Confidential Information

12

Facebook Complaints
This month Cohens Fashion Optical received 4 complaints via Facebook.
3 complaints were resolved and 1 is still in progress.

Proprietary & Confidential Information

13

Email Complaints
This month, help@cohensfashionoptical.com received 5 direct complaints.
Carina and Jessica responded to every complaint and by the end of the month, 3 of
them were resolved to satisfaction!

14