Trustpilot’s Tips On Making The Festive Season Pay-Off All Year

Welcome to today’s webinar!

Trustpilot’s Tips On Making The Festive Season Pay-Off

All Year

The session will begin momentarily.

Jordan GarnerDirector of Content Marketing

Trustpilot

Lauren LowmanDirector of Demand Generation

Trustpilot

Presenters

● Use the “Questions” pane on the below the presentation to ask any questions throughout the webinar

● We’ll answer questions at the end of the session as time allows, as well as by email after the webinar

Intro to Trustpilot

Christmas Season Stats

3 Tactics for the Best Christmas Ever

Questions

Agenda

Quick intro toTrustpilot...

Who is Trustpilot?

Why does Trustpilot Exist?

How BIG isholiday spending?

Source: Business2Community, 2015

Here’s how consumer holiday spending broke down in 2015...

What does this mean for 2016?

Analysts project that US consumers will spend...

...over the 2016 holiday season.

Source: Business2Community, 2015

Online reviews driveconsumer spending…

90% of consumers believe an online review is more important than getting input from a salesperson when holiday shopping.90%

Source: Adweek, 2015

Consumers rely on reviews when shopping.

87% of consumers use online reviews for both brick-and-mortar

and online purchases.87%

Source: Invesp, 2015

Consumers use reviews to make all kinds of buying decisions.

Consumers are likely to spend

31% more with a business that has “excellent”

reviews.

Source: Invesp, 2015

Consumers use reviews not only to determine whether or not to shop with a business, but also how much they

will spend.

Reviews are plentifulduring this busy season...

Source: Trustpilot

Source: Trustpilot

During the holiday season, negative reviews tend to pick up the days immediately following major shopping days...

Source: Trustpilot

Negative reviews also grow leading up to holiday, and don’t return to normal levels until halfway through January...

But it’s not too late!

3 Tactics for the Best Holiday Ever:1. Use reviews in your marketing now to drive traffic

and conversion.

2. Proactively collect feedback from customers to combat the polarizing reviews and resolve issues, turning holiday shoppers into repeat customers.

3. Leverage all the reviews and insights from the 2016 holiday season to make 2017 even stronger.

#1: Use reviews in your marketing NOW to drive traffic

and conversion.

Source: Kissmetrics, 2015* // Adobe Digital Index, 2015 **

72% of adults who have the Internet use social media

sites.

65% of shoppers use social media to find the

perfect gift.***

Boost social media efforts with online reviewsDrive traffic and reinforce trust in your brand by sharing customer feedback on social media.

Here’s how Trustpilot does social sharing:

➔ Facebook app◆ Increase customer confidence by

showing reviews on your Facebook page

➔ One click social media sharing◆ Share reviews on your Facebook,

Twitter and Google+ profiles➔ Hootsuite

◆ Automate, schedule, and promote your customer reviews across multiple social networks

Source: Business Insider, 2015

Approximately 75% of online shopping

carts are abandoned every year

Reduce shopping cart abandonment with online reviews

➔ Showcase third-party verified reviews on your shopping cart to help reduce cart abandonment

➔ Use A/B testing to test and improve

➔ Try testing reviews in other critical conversion locations, like landing pages or forms

➔ Use badges and trust signals throughout your site to add credibility to your online experience

➔ Give prospects the confidence they need to convert without having to look elsewhere for reviews

Product Reviews inform customer in ways a product description can’t, and so reduce returns

The color is so much brighter

in person!Fit is a bit tight…order one size up!

➔ 12x more consumers trust Product Reviews than manufacturer descriptions!

Source: Trustpilot Consumer research 2016

Source: Custora, 2016 *

Overall,online search results were

responsible for 39.2% of

orders in 2015,

Meanwhile, Organic

search results were

responsible for 21.5%*

The importance of online reviews for organic search

Source: MOZ, Local Search Ranking Survey, 2015*

● Online reviews are thought to make up 10% of how Google and other search engines decide to rank search results.*

● Service reviews help consumers decide who to buy from, while product reviews help consumers choose what to buy.

User generated content from reviews help you get your site rank higher in search results

Service review

Product review

Boost organic search with your Trustpilot profileSimply having a Trustpilot

profile can improve your brand reputation with positive organic impressions.

If consumers search for reputation terms, like “brand + reviews”, they are likely very close to conversion - make sure they find trusted third-party sources to ensure they buy!

Boost organic search with Product Reviews➔ Improve organic rankings

with content that is...● Relevant & keyword-rich ● Engaging & user-generated ● Fresh & consistently-updated

➔ Improve organic click throughs with stand-out search results featuring Rich Snippets

➔ Product reviews on your product pages will also help boost conversion once the prospect is on your site

Up to 30%

increase in CTR!

CTR on paid ads can rise 100%

Source: KissMetrics, 2015

Ad impressions typically

increase 50% during the

holiday season

Conversion rates go

up 60%

Boost paid search with Google Seller Ratings for Service Reviews◆ Seller ratings help you earn more

qualified leads and increase your ad performance

◆ Stars populate in Google PPC ads as well as Google Shopping

◆ Adding gold stars to your AdWords increases click-through rates which can improve quality score and decrease cost-per-click

Source: Google Internal Data

Increase CTR by

17% average!

Boost paid search with Product Listing Ads for Product Reviews

➔ Increase CTR up to 15% by featuring stars from your Product reviews in Google Product Listing Ads

Up to 15% CTR

increase!

Source: Google Internal Data

Increase ROI of paid ads with online reviews➔ Improve ROI with retargeting display campaigns featuring Trustpilot

validation➔ Try using actual review text vs. just a generic rating➔ Third-party validation is key!

Increase in CTR of

41%, 66% & 7% for Trustpilot

ad from A/B split test

45% + CTR for

Trustpilot ad from A/B split

test

#2: Proactively collect feedback to combat polarizing reviews and to manage and resolve

issues, turning holiday shoppers into repeat customers.

Proactive review collection is critical:

Turn holiday shoppers into loyal customers...● Proactively ask EVERY customer for a review

● Actively respond to customer reviews - before, during and after the holidays

● Resolve issues as they occur to ensure a great customer experience

● Classify issues as one-off or systematic and address accordingly

● Use post-holiday campaigns to encourage repeat business○ Happy customers: use loyalty programs and offers to keep them engaged○ Unhappy customers: offer a special incentive to give you a second chance

●Leverage your advocates - ask your happiest customers for referrals

How to respond to negative reviews:

Resolving an issue can win you a customer for life!

#3: Leverage all the reviews and insights from the 2016 holiday

season to make 2017 even stronger.

Analyze your reviews for insights to apply to your business strategy and processes:● Look at the characteristics of customers that leave negative reviews -

are they worth targeting?● Look at the characteristics of customers that leave positive reviews -

how can you better target this group to acquire them as new customers and keep them as loyal customers?

● Find trends in the topics of reviews - are there internal adjustments you can make to substantially improve customer experience?

● Analyze your reviews for seasonal trends, or trends that started when a change was made (i.e. a new delivery vendor, etc.)

● Use the natural language your customers use to describe your company & products in your messaging.

Customer loyalty grows...

The Age of the Consumer

Questions?