Charlie RecaldeStrategic Customer Success Manager

Trustpilot

Presenters

Jordan GarnerDirector of Marketing

Trustpilot

AgendaConversations Now = Conversions Later Inspire Employees

Social Media Spreads the Love Bust Your Checkout Ghosts

Track Trends

Effective Emails Target Like a Sharp Shooter

Get More Clicks Create an Atmosphere of Success

Product Reviews Move Products, Faster

Quick Intro toTrustpilot

Who is Trustpilot?Online community & business solution connecting consumers & businesses

via reviews

140,000 reviewed websites

26,000 websites get new

reviews/month

150,000 unique profiles

viewed/month

22 million online reviews

700,000 new reviews/month

Reviews from 120 countries

72 million visitors/year

7 million unique visits/month

Over 1 billion

impressions/month

For Businesses:For Consumers:Why does Trustpilot Exist?

Open online review community to read, write, and engage with authentic reviews

to provide trustworthy customer experience information and make

better buying decisions.

Solution to implement an automated review collection strategy, moderate and

engage with reviews, and leverage reviews to accelerate business improvement and growth.

The Trustpilot Business Solution

BRAND BUILDEREstablish a trusted brand

MARKETING ACCELERATOR

Maximize digital ROI

INSIGHT GENERATOR

Improve customer experience

Retail Services

Finance

10 Ways toLeverage Reviews

1. Conversations

Now = Conversions

Later

1. Conversations Now = Conversions LaterFacilitate conversations with your customers to

catch issues, resolve problems, and build fans for life.

Negative reviews public reply, private follow-up, resolve the issue, & ask the customer to update their review (then send a 2nd-chance incentive!)

Positive reviews optional public reply only if unique (great way to delight customers & remind them about you), follow-up to build loyalty

Loyalty special offer for next purchase, targeted recommendations based on previous purchase, loyalty programs to keep conversation going

Advocacy encourage socially sharing reviews, run a referral program

Build review moderation & response into existing processes/tools

1. Conversations Now = Conversions Later

1. Conversations Now = Conversions LaterAlways apologize

Address customer concerns directly

Give the customer a forum for follow-up

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

1. Conversations Now = Conversions Later

2. Social MediaSpreads the

Love

2. Social Media Spreads the LoveShare customer reviews throughout your social

channels. Share actual review content, focused around your differentiation

points Use 3rd-party validation to add credibility (badge, logo, link to 3rd-

party site) Share the review as a text & an interesting image, tag the

customer! Encourage customers to share their own reviews with

contests/incentives Celebrate review/rating milestones to build internal & external

community Show-off brand personality & humanize your customer experience #HashtagsRule! Our favorites: #TrustpilotTuesday &

#TrustReviewlution

2. Social Media Spreads the Love

2. Social Media Spreads the Love

2. Social Media Spreads the Love

3. Track Trends

3. Track TrendsDetermine patterns in your feedback to figure out

what is and isn’t working.

Consider the type of review form/review content you collect… Track & report on overall response rate, review quantity, & avg

rating over time to monitor business health & understand quantity/rating correlation

Tie customer demographic/purchase behavior information back to avg rating to better understand ideal target audience, personas, etc.

Use keyword density/sentiment analysis to track main topics of review content, as correlated to ratings, demographic info, etc., to spot trends

Common Issue-Types: delivery, website, expectation-setting, customer service

3. Track Trends

3. Track Trends

4. EffectiveEmails

4. Effective EmailsCreate stronger email marketing campaigns,

communicate more effectively, get more from email.

Review content is great for new & returning customers (make it credible!)

Use targeted review content based on:- Demographic information- Purchasing behavior/past purchases- Steps of the purchase funnel completed

Reviews can be great content at many times in the buyer/customer journey:- First introducing/pitching your company (in your customers words)- Mid-way through purchase funnel to overcome objections encourage next

steps/conversion- After first-purchase, to encourage subsequent purchases/re-activation/upgrade

4. Effective Emails

4. Effective Emails

4. Effective Emails

5. Get More Clicks

5. Get More ClicksMake PPC campaigns more effective and SEO efforts

more fruitful, with verified ratings.

Benefits of stars in search: improved CTR, increased traffic, SEM cost savings, positive brand impressions, differentiation from competitors, more SERP real estate more revenue, for less money

Qualify for ALL THE STARS (PPC: +17% CTR, Organic: +30% CTR or more)

- Google Seller Ratings in PPC ads & Google Shopping- Product rating stars in PLA’s & Google Shopping- Rich snippet ratings for product-level pages- Rich snippet ratings for company-level pages- Rich snippet ratings on 3rd-party properties that rank for reputation keywords

5. Get More Clicks

5. Get More Clicks

5. Get More Clicks

6. Inspire

Employees

6. Inspire EmployeesDrive competition, heightened activity, and

camaraderie internally.

Make reviews easy to see dashboards, integrate in existing systems, etc.

Use contests to encourage individual performance and hitting team goals

Reviews can be used at the micro-level for performance assessments, planning team trainings, etc.

Reviews are relevant to everyone tie internal info to increase relevancy

- Associate the review with the sales person, customer success/service, or service deliverer

- Use keywords to associate reviews with relevant teams- Associate with new product launches, marketing campaigns, locations, etc.

6. Inspire Employees

6. Inspire Employees

7. Bust Your

Checkout Ghosts

7. Bust Your Checkout GhostsBoost conversions on-site, and decrease the number

of site visitors who bounce.

38% of consumers say that reviews are a must-have when evaluating the credibility of a website (after contact info & about info)

Use targeted reviews in key places (specific objections, products, etc.)

Focus on areas of the site that are directly part of the conversion funnel:

- Landing pages- Product/category pages- Form fill-out’s- Shopping cart page/payment details page

7. Bust Your Checkout Ghosts

7. Bust Your Checkout Ghosts

7. Bust Your Checkout Ghosts

8. Product Reviews Move Products,

Faster

8. Product Reviews Move Products, FasterPromote individual items, offerings, or services with

targeted reviews.

Product reviews on product pages are EXPECTED Increase conversion more with high quantity, recent reviews, &

credibility Supplement low quantity with company-level or category-level

reviews Customize product & company-level review collection to your

company & customer journey to ensure highest response rate possible

Ensure product review content is crawl-able long-tail keyword SEO boost

Include rating markup to qualify for rich snippets in organic search

8. Product Reviews Move Products, Faster

8. Product Reviews Move Products, Faster

9. Retarget Like aSharp Shooter

9. Retarget Like a Sharp ShooterOptimize all of your digital ads, in all of your

channels, and reap the rewards.

Reviews are WAY more trusted than advertising Add credibility to your advertising increase performance Try adding actual review content to ads, with 3rd-party validation Target the review content to the audience/persona/channel Marketing messaging is more effective when it is written by

customers Test, test, and test some more

9. Retarget Like a Sharp Shooter

9. Retarget Like a Sharp Shooter

9. Retarget Like a Sharp Shooter

10. Create an

Atmosphere of Success

10. Create an Atmosphere of SuccessThrive with a customer-centric company mission for

positive feedback.

Socialize your reviews constantly, make them part of every business strategy, as well as part of the KPI’s when measuring performance

Review-importance must start from the top Celebrate review benchmarks, just like other benchmarks Make reviews a point of pride If customer feedback is prioritized, than customer experience will

be prioritized the #1 differentiator for businesses

10. Create an Atmosphere of Success

10. Create an Atmosphere of Success

Challenge:traffic was up, but difficulty converting prospects to inbound leads

Tactic:put reviews all over website & display ads

Results:retargeting conversion increased 38%inbound calls increased 17%form completions increased 9%conversions increased 12%revenue increased 13%

Challenge:new product category & brand,very low conversion rates

Tactic:add reviews to landing pages, home page, and email marketing

Results:landing page conversion increased 15%download conversion increased 4%email marketing conversion increased 1%

Your Homework

Implement a proactive review collection strategy & optimize your response rate

Monitor your reviews – respond & resolve issues, learn from trends

Use reviews across your various marketing channels, content, and on your website to boost new and return business

Socialize your reviews internally – use them to motivate, celebrate, and educate

Measure the impact, iterate, and improve!

Q&A