the marketer's ultimate guide to reviews
TRANSCRIPT
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