5 Types of Companies That Absolutely NEED Trust to

Grow(they just don’t know it yet!)

Jake FavaroAccount Director

3Q Digitial

Presenters

Jordan GarnerDirector of Marketing

Trustpilot

AgendaIntro to Trustpilot & 3Q Digital

Why Customer Reviews Matter5 Type of Companies That Need

Trust to GrowProactively Collect Reviews

Respond To & Resolve Reviews

Leverage Reviews for Conversion

Your To-Do List

Q&A

Introduction to Trustpilot & 3Q Digital

Trustpilot by the Numbers

Retail Services Money

Common Client ChallengesManage Online

Reputation

• Managing online reputation & brand development

• Standing out from competition

• Developing social media presence & community

Drive Traffic

• Improving PPC performance

• Driving SEO traffic via branded search

• Optimizing performance of other paid digital channels

Increase Conversions

• Increasing conversion rates & growing sales

• Creating repeat customers & sales through advocacy

• Increasing AOV

Improve Business

• Collecting customer feedback & insights

• Identifying unhappy customers & resolving issues

• Hearing value prop in customers own words

About 3Q DigitalTeamA dedicated, 180-member team of innovators, entrepreneurs, data junkies, and growth agents.

OfficesTeam members throughout the nation with offices in San Francisco, San Mateo, Austin, New York City, Chicago, San Diego, and Vermont.

Partnerships$500MM under management globally. Strong relationships with the networks - inclusion in Alphas & Betas and special client events

MissionTo drive relentless, sustainable growth and innovation for our clients offering SEM, SEO, paid social, analytics, mobile, display, CRO, and strategic consulting

Customer Focus + Coordination = Sustained Growth

TIME

GRO

WTH

DEEP UNDERSTANDING OF THE AUDIENCE

MEDIACONVERSION RATE

OPTIMIZATIONINSIGHTFUL ANALYTICS

CROSS-DEVICE STRATEGY

APPLIED TO THE MARKETING GROWTH DRIVERS

Why Customer Reviews Matter

50% of Americans who are aware of advertising don’t trust what they see, read

or hear in advertisements.

44% think advertisements are dishonest. -YouGov.com

“

72% of people trust consumer opinions posted online

(2nd only to “Recommendations from people I know”)

Need recognitio

n

Product

specification

Evaluation

of option

s

Purchase decision

Post-

purchase

Influenced by reviews

Look for reviews

Leave reviews

How Consumers Purchase

Look for reviews

Leave reviews

Look for reviews

90% of consumers say buying decisions are influenced by online

reviews

The Impact of Reviews on the Consumer Buying Journey

72% of consumers will take action after reading

a positive review

Customers are likely to spend 31% more on a

business with “excellent” reviews

Reviews are happeningEVERYWHERE.

Consumers are demanding reviews forEVERY BUYING DECISION.

Companies of all sizes, from all verticals, must have a customer

review strategy(not JUST eCommerce).

5 Types of Companies ThatNEED Trust to Grow

Marketplaces

Companies connecting businesses or sellers to anyone looking to purchase their product or service.

What are Marketplaces?

• Reviews are part of the unique value-add of using a marketplace vs. going directly to the seller or using search engines

• Marketplaces typically encounter heavy competition from direct sellers & other marketplaces trust & reviews is a key differentiator

• Marketplaces tend to lean HEAVILY on advertising to attract consumers, but consumers don’t trust advertising reviews can help drive conversion

• Consumers expect options offered to be “trusted” or verified meeting this expectation gets repeat users

• Return users + consistent trust-building experiences = brand fans & advocates

Why do Marketplaces need trust & reviews?

Subscription Services

Companies that offer a service or product(s) delivered on an on-going basis over a prolonged length of time.

What are Subscriptions?

• Longer-term/more serious commitment can be a conversion obstacle trust & reviews can help address & overcome this objection

• Subscriptions have a service component, which can often be a differentiation point from competitors reviews help speak to & define high service levels

• Subscriptions for non-typical products/services are becoming popular reviews can help consumers feel comfortable with this new way of buying

• Retention is the #1 key success metric for subscriptions use reviews as a health check as well a early detection of trends & root cause analysis

• Increase retention = increase LTV & build advocates to bring in new biz

Why do Subscriptions need trust & reviews?

Finance

Companies dealing with the movement, exchange, or holding of money (credit, consumer deposits, lending, insurance, retirement).

What are Finance companies?

• Space is more crowded than ever before need to stand out

• Numerous easy-to-access options means customers are less loyal, they can transact with multiple institutions trust can help retain/upsell current customers & win new ones

• Paid advertising is incredibly competitive, with some of the most expensive keywords in Google use reviews to build efficiency in these channels

• Consumers are demanding high service-levels in finance use reviews to differentiate based on excellent customer experience

• Money is easier than ever to transfer & exchange consumers are looking for trust signals to accept these new methods

Why do Finance companies need trust & reviews?

B2B

Companies that primarily sell goods or services to other businesses.

What are B2B companies?

• Longer sales cycle + bigger financial/time commitment + multiple decision-makers = reviews can help keep sale moving forward & overcome objections

• Reviews & testimonials are critical to B2B conversions more than 85% of biz buyers are only satisfied after reading 10+ recent reviews

• Decision-makers are doing more research online reputation management is crucial to ensure they are able to find positive feedback

• As the space becomes crowded, companies are differentiating more on service & customer success reviews help demonstrate a strong service offering

• Use reviews for health checks & insights increase retention/LTV & build advocates in your most loyal customers

Why do B2B companies need trust & reviews?

New Markets/Brands

Companies offering products or services that are new or uncommon to their intended audience, or are selling their offering in a new way.

What are New Markets/Brands?

• Consumers need more content & info to understand unique offering use reviews to offer information in language consumers actually use

• Consumers naturally do more research for new markets/brands before making decisions reputation management is critical to manage what they find

• Reviews help identify insights to make business decisions & understand how consumers will define your value prop

• Reviews can help to identify potential issues early on, which is critical to having a smooth launch & adjusting processes as needed

• Unfamiliar brands for consumers need trust to ensure conversion!

Why do New Markets/Brands need trust & reviews?

 Trust-Building Tacticsfor EVERY Business

1. Proactively Collect Reviews

Poll Question

Impact of Asking for Reviews Proactively

NOT asking for reviews:50/50 split positive/negative at

best(likely many more negative

reviews)

Proactively asking for reviews:83% positive reviews

More balanced representation of a business

The Need for Social Engagement: Ask & Convert

Of the 4.3M reviews

we've helped customers

collect since May of

2015, 86% have been 4

stars or higher

Implementing a Proactive Collection Strategy

1 Design a collection flow in your existing customer journey to align with your goals

2 Measure the results, optimize the collection rate, & iterate3Identify your org’s

goals for a proactive review strategy

NEVER STOP ASKING!

2. Respond To & Resolve Reviews

• Resolving issues for unhappy customers to win them back

• Encouraging happy customers to be return customers• Promoting customer advocacy among brand champions• Showing that your company cares & takes reviews

seriously• Giving your company a chance to build a brand voice

Benefits of Responding to Reviews

= REVENUE(provided you ACT on the insights you uncover)

Content of Responses Always apologize

Address customer concerns directly

Give the customer a forum to follow-up

If the situation warrants, also reach out privately – not everything should be discussed in a public forum

PRO TIP: Ask the reviewer to update their review if resolved

A Example:

1 Positive

Tone of Review Responses

2 Personal3

Professional4 In line with your brandPRO TIP: For any 3rd party platform that is actively receiving

customer feedback,CURATION & RESPONSE is crucial!

3. Leverage Reviews for Conversion

Need recognition

Product specification

Evaluation of options

Purchase decision Post-purchase

How Consumers Purchase

Insert TRUST SIGNALS on every step of your acquisition funnel to give prospects the verification they

need to move forward until CONVERSION

SEARCH

Paid Search(via Seller Ratings Ad Extension)

Organic Search(via 3rd party sites & rich snippets)

SEARCH TIPS:• Enable & test all PPC review extensions

• Utilize reviews for Google Seller Ratings in PPC, as well as product reviews in Google Shopping & PLAs

• Optimize response rate, ask consumers to update reviews if resolved, & keep collecting proactively to improve ratings over time

• Don’t forget landing pages!

DISPLAYBanner, Re-Targeting, Social Media Ads…

DISPLAY TIPS:• A/B test trust signals in any type of visual ad

– retargeting, banner ads, etc.

• Try including actual snippets from real reviews – these tend to out-perform just ratings alone

• Try including third-party validation with ratings & reviews – these tend to win

• Again, don’t forget landing pages!

SOCIAL

SOCIAL TIPS:• Use real customer reviews with third-party

validation in organic & paid social posts

• Test text posts vs. image versions of reviews – images tend to win

• Celebrate review milestones on social for internal morale-boosting & community-building among customers/advocates

• Encourage customer participation & sharing of reviews with contests, referral programs, etc.

EMAILS

EMAIL TIPS:• Test using reviews in email marketing with

strong calls-to-action – put trust signals near the primary CTA

• Target prospects/customers with review content that relates to them

• Use reviews to inspire & target your best customers with referral & advocacy email campaigns to drive return business & new customers

WEBSITE

WEBSITE TIPS:• Test reviews with third-party validation

EVERYWHERE – home page, category pages, product pages, form pages, landing pages, shopping cart (start on pages with highest bounce rate)

• Build a review page with strong SEO signals to rank for branded reputation-related terms

• Include Schema.org markup to be eligible for rich snippets in organic search

Measurement

A/B & MVT USERTESTING

DYNAMICCONTENT

• Hotjar is a tool that 3Q provides to clients

• Analyze on-site behavior and improve conversion rates

• Pre and post-conversion surveys allow businesses to determine how important trust is to their users

• Heat Maps feature allows us to analyze clicks and mouse hovers

• Conversion Funnels show typical conversion pathways and drop-off points where a display of positive reviews may be most needed

Conversion Rate Optimization (CRO)

INCREASE CONVERSIONS On-site elements including reviews and trust signals should be A/B tested in order to drive up landing page & site conversion rates.

CRO is a central component of a well-rounded digital media and growth strategy.

UXDESIGN

A BA/B & MVT USER

TESTING

DYNAMICCONTENT

A/B & MVT USERTESTING

DYNAMICCONTENT

Real-life scenarios that saw BIG results using trust signals & reviews on-site:

• The business had previously performed intercept polling and uncovered many complaints related to trust

• The business consistently saw a high volume of on-site chat interaction, with questions around product details, remaining objections, or unanswered questions

• The business’ main product is a commodity or has a low level of cognitive thinking involved (a purchase is typically completed in one session without leaving the site)

CRO Testing Results with Reviews

A/B & MVT USERTESTING

DYNAMICCONTENT

Driving Conversion Success with Reviews

Dashlane’s Results:

To-Do List

1. Proactively collect reviews from all of your customers in a central location

2. Respond & resolve ALL reviews3. Leverage your reviews to grow traffic,

increase conversion, & improve your business

- share reviews EVERYWHERE- encourage customer advocacy- mine reviews for insights

4. Test, optimize, & measure your success!

Q&A