reviews: the best kept secret to landing page optimization

REVIEWS:The Best Kept Secret to

Landing Page Optimization

Presenters

Julie KuepersSenior Digital Content & SEO

SpecialistID Wholesaler

Jessica MacchiCustomer Success Manager

Trustpilot

Intro to Trustpilot

Intro to ID Wholesaler

Houston, We Have a Problem

Reviews Are On the Case

The Case Files: ID Wholesaler

Q & A

Agenda

Your Homework

Introduction toTrustpilot

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

via reviews

140,000 reviewed websites

26,000 websites get new

reviews/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

Introduction toID Wholesaler

Who is ID Wholesaler?We’re the global leader of photo identification printers and equipment, printer systems, supplies, software, and badge accessories.We make our customer’s jobs easier by delivering on these promises:• Expertise – Our 13+ years of industry expertise and a dedicated team of Account

Managers ensure we find our customers the best solution for the best value.• Easy-to-use website – Our customers are busy; that’s why our online store is

simple to navigate, featuring detailed information on all the products we sell.• Value Pricing – The size of our organization allows us exclusive pricing with our

manufacturers which we pass along to our customers.• Selection – We carry the very best name-brand products in the industry to meet

the complex needs of our customers. • In-stock inventory - We stock what we sell, assuring quick delivery of products. • Service – The foundation of our success lies in the exceptional quality of the

service we provide and our customer’s trust in us.

All of these tenets are guaranteed with IDW Care – our commitment to total customer care.

Best of all, IDW Care benefits are FREE to each and every ID Wholesaler Customer!

Houston, We Have Problem

Metrics That Might Indicate A PROBLEM:

High Bounce Rate Low Conversion Rate# of visits viewing 1 page only

# of entries to the pageBR = # of visitors doing the desired action

# of total visitorsCR =

Locations to Look for EVIDENCE:- Home page

- Landing pages

- Form fill-out’s

- Shopping cart page

- Payment details page

Common Solutions to Increase Conversion & Decrease

Bounce:- Use landing pages

- Make sure your site is responsive

- Check your site speed

- Use clear calls to action

- Check your design

- Audit your content

Recent studies show a lack of CREDIBILITY &

TRUST is the #1 reason prospects don’t purchase.

Reviews Are On the Case

72% of people trust consumer opinions posted online

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

-Neilson study

92% of consumers say buying decisions are influenced by online

reviews - 87% use them for both brick-and-mortar

& online purchases

The Impact of Reviews on Buyer 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

Need recognitio

n

Product

specification

Evaluation

of option

s

Purchase decision

Post-

purchase

Influenced by reviews

Look for reviews

Leave reviews

“I need a new

couch...”

One person, influenced by

opinions

May ignore specs if “like

something better”

How Consumers Purchase

Look for reviews

Leave reviews

Look for reviews

“What kind of couch should I

get?”

“Where can I buy this kind of

couch?”

“Should I buy this couch from this

business?”

“Would I shop again or

recommend to a friend?”

Credibility & Trust Factors:(according to Neil Patel)

…make people trust & believe what the website is saying

…give people reassurance that their personal information is safe

…instill confidence that this is a good place to spend money

…eliminate the buying dilemma (should I or shouldn’t I?)

Do these 4 things & watch conversions grow!

The Case Files:ID Wholesaler

ID Wholesaler, over its 13 years, grew to be the largest retailer of photo identification products worldwide

They began a partnership with Trustpilot in 2015 to develop a customer review strategy

Julie Kuepers, Senior Digital Marketing Specialist for ID Wholesaler, was tasked with making the partnership as impactful for the business as possible

Julie, her team, and the Trustpilot team started formulating a plan…

Background:

Challenge:Improve the performance of their paid ads (Google, Bing, and Yahoo!), which accounts for a significant portion of their

marketing strategy, by improving the performance of their landing pages

Solution:A/B test a TrustBox widget, the Carousel, featuring their

business reviews and ratings on their landing pages(copy/paste custom widget code onto their pages)

Step 1:

Results:Email subscription landing page 63% increase in sign-ups 72% boost in revenue

Traditional lanyard landing page 167% increase in transactions 164% boost in revenue

Breakaway lanyard landing page 130% more transactions 315% boost in revenue

Step 1:

Challenge:Building off the success of their landing pages, further

strengthen the effectiveness of their web properties and other marketing channels with reviews and other trust signals.

Solution:Incorporate customer reviews and third-party validation from Trustpilot to bring trust, transparency, and increased

performance to their website, social media profiles, email marketing, and PPC ads.

Step 2:

Step 2:

Results:Increased engagement and performance in social media, on their website, in email marketing, and from their AdWords campaign

Challenge:Building on the success of using reviews for marketing

success, use reviews to inspire peak performance from their sales teams and motivate the organization internally.

Solution:Socialize positive reviews internally, sending 5-star reviews on a weekly basis to the Sales Account Manager that worked with each 5-star customer, looping in leadership to provide further praise, and celebrating these team members internally.

Step 3:

Step 3: Results:ID Wholesaler achieved a truly customer-centric culture from the top down by widely displaying, socializing, and celebrating great reviews.

By leveraging their Trustpilot relationship & customer reviews, ID Wholesaler was able to:

Significantly improve the performance of their PPC landing pages

Increase engagement and performance across their social media profiles, website, email marketing, and PPC ads

Successfully inspire and promote greater performance from their sales teams

Case Summary:

Your Homework

Homework1. Measure & Evaluatewhere do we lose prospects?

2. Infuse Website with Trusthow can I make my more site trusted?

3. Add Trust to Acquisitionhow can I build trust into key channels?

4. Build a Customer-Centric Culturehow can I motivate my team with reviews?

5. Test, Optimize, & Win!

Q & A