black friday sales leveraging trustpilot reviews

In this article, we discuss how customer feedback can increase your conversions, just in time for Black Friday and Cyber Monday.

However, while the promise of low prices is strong, pricing is a delicate balance: too high and no one will buy, too low and everyone could go. So while your offers might be good, your customers might think they are too good to be true. That's why you need something else to assure your customers that the deals are real. 

Here's how to build trust through customer feedback to increase your conversions just in time for Black Friday and Cyber Monday.

## How to build online trust for a successful Black Friday sale

### 1. Make key pages stand out with customer feedback

Persuasive product descriptions, low prices, or a cool looking site are nothing without assurance you're worth spending money on. For that, customers turn to what other people have experienced. 

The thing is this: the average eCommerce conversion rate is pretty depressing at just [1.2%](https://www.noisylittlemonkey.com/blog/average-website-conversion-rate-uk). This means that almost all of your website's visitors give up on your customer journey.

But it doesn't have to be this way.

Today, [89% of global consumers check online reviews](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

The majority of your visitors are looking for validation when comparing your products and services, so use your customers' reviews in the places you need them most. 

__Want visitors to know your amazing Black Friday sales is *that* special?__ 

- Place reviews on the page where previous customers can vouch for your commitment to quality and low prices. 

__Want visitors to feel reassured the second they find you?__

- Add reviews to your homepage or to key sections of your site, so visitors know they've come to the right place.

__Afraid customers might back out on the checkout page? __

- Sprinkle your checkout page with trust signals to give customers that last little bit of encouragement. 

Trustpilot social proof on Dusk's website

Dusk leverages trustpilot reviews

Reviews homepage Dusk.com

Dusk.com showcase Trustpilot reviews throughout their website

Dusk uses Trustpilot reviews directly on-site

Reviews homepage 2 Dusk.com

It's all about leveraging customer advocacy. Do it right, and customer advocacy can increase marketing effectiveness by as much as [54%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/your-guide-to-customer-advocacy-what-is-it-and-why-is-it-important). 

### 2. Take time to socialise

Search engines like Google (we'll get to them in a minute) and social media networks like Facebook have become the go-to 'link' between companies and customers.

With more and more customers owning social media profiles, having a solid social presence is more important than ever. Research by Dell found [75%](https://www.vividfish.co.uk/blog/75-of-customers-say-they-use-social-media-as-part-of-the-buying-process) of customers are influenced in their choices by what they find on social media. 

So don't just use your social media channels to post pictures of attractive price reductions, witty jokes or company retreats. Instead, see your social media presence as an extension of your brand.

1. __Get involved__. Respond to customer comments and feedback, and show there are humans behind the company walls.
2. __Promote customer feedback__ in your social media posts and ads. That quick mention that you're rated highly by your customers will not go unnoticed.
3. __Embed your customer reviews__ on your company's social media pages. You can also go one step further and add a customer picture, case study or video to add further credibility. 

Flowers.ie have embedded Trustpilot reviews on their Facebook Page

Ultimately, it's about improving customer service and interaction. One U.S. study found that [66%](http://uk.businessinsider.com/customer-service-experiences-are-more-important-than-ever-in-the-age-of-e-commerce-2016-3?r=US&IR=T) of customers will pay more to companies who have great customer service, and [71%](https://www.lyfemarketing.com/blog/social-media-marketing-statistics/) of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.

### 3. Stand out in Google with Seller Ratings

This year, we observed an [11% decline in trust globally](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust?cta=report_home_banner_canvas8), with only 71% of people admitting they trust consumer brands.

With this trust deficit in mind, your advertising needs to count, right from when people Google you.

Example of ads with Google seller ratings

google seller ratings trustpilot

Google Seller Ratings example

With [Google Seller Ratings](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions), you're able to include your review ratings in your Google Ads.

This helps show potential customers that they're right to go to you from the outset.

### 4. Use reviews in offline marketing

Even with thriving eCommerce, offline marketing still packs a punch. After all, [word of mouth](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews/) is still the best sales driver – and with 80% of people trusting reviews as much as personal recommendations, validation from other customers is certainly what puts you ahead of the competition. 

Show off social proof when you can to stay top of mind:

1. __Add snippets of reviews, or your overall star rating,__ to your print ads. It gives reassurance.
2. __When packing a product, slip in a flyer or card__ showing your reputation and asking for feedback at the same time? It shows openness and willingness to improve.
3. __Advertising on TV, podcasts, or radio? Mention how trusted you are__ with a quick line in your script. It personalises your business, and adds a little extra social proof.

## Finally, get ready for a sales rush

Black Friday and Cyber Monday is an intense few weeks for retail – but you can get through it, and in a better position than ever before.

The key to increasing conversions is to inject as much trust as possible throughout the customer journey. 

With more sales come more satisfied customers, and more customer feedback to encourage people to shop with you again. 

That's a benefit you'll not only gain just for Black Friday and Cyber Monday, but long in the future too.

If you'd like to give reviews a go this Black Friday, why not create a free Trustpilot profile? It's quick and easy, just click the link below.

How to use reviews to boost sales this Black Friday

Trustpilot Consumer Insights: Buying habits to know for a successful festive season

As the eCommerce space continues to become busier, standing out from the competition is getting increasingly harder – especially in the second half of the year. In this article, we'll give you tips and tricks to help you succeed during the holiday season.

The global pandemic has pushed consumers to spend almost entirely online. A survey of US consumers by McKinsey & Company gives a detailed breakdown of [the shift to digital shopping channels](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing) throughout the COVID-19 pandemic. Overall, the survey showed a 15 to 30% growth in US consumers who made purchases online across a broad range of product categories.

Mastercard also found that [online sales increased by a whopping 54% in February 2021](https://www.businessinsider.com/e-commerce-sales-rise-up-february-pandemic-mastercard-online-shopping-2021-3?r=US&IR=T), compared to the same month last year. Even though most global consumers were forced to shift to online shopping due to national lockdowns, it is believed that the eCommerce boom we’ve all experienced in the last year is here to stay. 

As the eCommerce space continues to become busier, and as shopping behavior continues to shift, standing out from the competition is getting increasingly harder – especially in the second half of the year. So to help you prepare for success, we’ll discuss:

- The state of reviews and what we expect in the second half of the year
- Consumer behavior and buying habits from the last two holiday seasons
- Industries and categories you can expect to see trend in the next few months
- Successful strategies you can put in place for the  the last few months of 2021

Without further ado, let’s dive into it!

## The importance of online reviews in the second half of the year

To understand the role of online reviews in the last two quarters of the year, it’s best to start with an overview of the state of reviews as a whole. 

Service reviews left on Trustpilot.com between January 1st 2019 and December 31st 2019. Here, we can observe a significant increase in service reviews from October onwards.

Here, we can see that over 2.7 million global service and product reviews were left in December 2019, up from 2.4 million in October and November 2019. In January 2020, over 2.5 million reviews were left, a 200,000 review drop from December 2019, due to the end of the busiest shopping season of the year. 

Overall, in 2019, we saw a 47% growth in reviews from January to December.


Product reviews left on Trustpilot.com between January 1st 2019 and December 31st 2019. Here, we can observe a significant increase in service reviews from July onwards.

In 2020, things weren’t too different. Over 4.5 million global service and product reviews were left in December, up from 3.7 million in November, and 3.4 in October, and 58% more reviews were left in December 2020 than in January 2020.

4 million reviews were collected on Trustpilot.com in January 2021, a 500,000 drop compared to the previous month, demonstrating once again that the second half of the year continuously gets more reviews than the first half.


Service reviews left on Trustpilot.com between January 1st 2020 and December 31st 2020. Here, we can observe a significant increase in service reviews from October onwards. 

Product reviews left on Trustpilot.com between January 1st 2020 and December 31st 2020. Here, we can observe a significant increase in service reviews from October onwards.

So what does this tell us? Well, we saw a whopping 58% growth in reviews from the end of 2019 to the end of 2020. If the past two years are any indication, the festive months clearly have a positive impact on how many reviews are left on Trustpilot.com, which suggests that shoppers rely even more heavily on third-party reviews to make sure their holiday shopping goes as smoothly as possible.

During the months of November and December – with holidays and events such as Black Friday and Cyber Monday – consumers tend to descend upon retailers to spend significant amounts. With such a major opportunity, it’s safe to say that competition increases dramatically at that time of year. 

Retailers who commit to their consumers are bound to see better results. It’s during that time that reputation, reviews, and expectations matter most, which is why it’s in your business’s best interest to collect and showcase third-party reviews from September onwards.

We’ve observed that consumers leave more reviews in the second half of the year. But what types of businesses are they looking to read and write about?

In the next section, we’ll look into the categories that received the most profile views and the most reviews on our platform during the last two holiday seasons.

## Consumer shopping behavior and buying patterns from the last two holiday seasons

We also took a deep dive into our global review data to identify the categories that received the most profile views and the most reviews on Trustpilot.com during the last two holiday seasons.

With our findings, we’ll forecast which industries we can expect to see do well in 2021, and which categories could be the most popular for gifting this holiday season. 

### The most researched categories of the 2019 and 2020 holiday season

When looking at the five most popular categories in October, November and December of 2019 and 2020, it is interesting to see that the top five industries were the same year after year.

In the final quarter of 2019 and 2020, the categories with the most profile views on Trustpilot.com were shopping and fashion, electronics and technology, money and insurance, home and garden, and entertainment, in that order.


Industries with the most profile views in Q4 2019

This comes as no surprise as some of the top holiday buys often include:

- Clothing and accessories
- Phones, headphones, sound systems and TVs
- Homeware items such as festive decorations, and tableware for entertaining
- Games, films and music for guests and family entertainment

However, it is interesting to see that money and insurance was the third most popular category in the last two holiday seasons. This could be due to consumers looking into better alternatives to manage their money while planning their holiday season shopping budget. It could also be due to consumers looking for better money and insurance providers for the new year.


Industries with the most profile views in Q4 2020

When comparing the total amount of business profile views between the last quarter of 2019 vs. 2020, we can see that the volume of traffic received in 2020 was, however, much higher than in the same period of the previous year.

This was anticipated, due to the shift in shopping patterns during the global pandemic and the lift in service and product reviews left on Trustpilot.com during the same period (as observed in the first section of this article).

Overall, looking at our consumer data, we should expect to see a continued growth in the amount of profile views in the second half of 2021. 

__*Based on the last two years, we can forecast to see the same five categories  this festive season, in the same order as the previous holiday seasons.*__

### The most reviewed categories of the 2019 and 2020 holiday season

When we compare the categories with the most reviews in the last quarters of 2019 and 2020, they’re pretty similar for the most part. 

Shopping and fashion, home and garden, and electronics and technology all make sense as top gifting, and therefore top reviewed, categories. 


Service reviews by industry Q4 2019

The business services category is where we see a change. It’s the only category that changes rankings from 2019 to 2020, from the third most reviewed category in 2019 to the top reviewed category in 2020.

Service reviews by industry Q4 2020

Business services include shipping and logistics. This explains both why it’s so high up with the other gifting categories and why it saw such a huge jump in reviews in 2020. 

Because most of us were forced to do our pandemic holiday shopping online, the world was relying on shipping and logistics companies a lot more than during regular holiday seasons. This category also includes office supplies – something that many of us were shopping for throughout the pandemic – as we looked to make our work from home setups more comfortable and productive. 

Although we can’t be sure where business services will fall for the last quarter of 2021 – with new COVID-19 variants it’s impossible to know how many of us will be back in or out of lockdown through the next few months – it’s safe to say that the other top categories will likely remain the same. 

If your industry falls into shopping and fashion, home and garden, business services, or electronics and technology you should plan on receiving a large amount of reviews towards the end of the year. We highly recommend monitoring your customer reviews during high volume times, as this can help you fix issues as you go and improve customer satisfaction. 

But whether your business falls into these categories or not, you’ll need to focus on delivering great customer experiences and customer service to succeed this holiday season. 

## 7 Strategies to help your business be prepared for success in the second half of 2021

Let’s get into the good stuff. What are the concrete ways that consumer trends are going to affect your brand in the second half of 2021? And how can you best prepare so that you can see great ROI and happier customers? 

We’ve rounded up our seven biggest predictions on how brands can best position themselves for success as 2021 comes to an end.

### 1. A holistic approach to mobile users can only help you succeed

Each year, the amount of eCommerce sales completed on mobile devices increases. By some projections, this year’s  eCommerce sales could make up for [72% of this year’s sales](https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/). As long as you provide an excellent mobile experience, your brand will be in place to benefit from this trend. 

But a mobile-first world isn’t just limited to how your site looks on a mobile device – although that’s extremely important as well. SMS open rates are as high as [98% compared to just 20% of emails](https://www.campaignmonitor.com/blog/email-marketing/roi-showdown-sms-marketing-vs-email-marketing/). 

Why not let your customers opt-in for text message updates on their orders and shipping instead of just email? This is an excellent way to communicate more effectively with your customers while they wait for their order. 

### 2. The pandemic surge in online shopping is here to stay 

Although many customers will do more brick-and-mortar shopping this year than they did last year, online shopping will still be where a lot of the holiday purchases take place.

One study found that [38% of consumers](https://hbr.org/2021/05/how-e-commerce-fits-into-retails-post-pandemic-future) still intend to do more of their shopping online, while visiting retailers that provide excellent in-store experiences. For brands that have brick-and-mortar stores, this means focusing on improving your in-store experience as much as possible. 

Brands that sell both online and in-store are likely in the best position to succeed this holiday season. 

### 3. Free shipping is a great way to stand out from the competition 

More and more consumers [expect free shipping](https://smallbiztrends.com/2021/06/consumers-expecting-free-shipping.html). 

66% of US consumers expect it on every purchase they make online and a whopping 80% expect it when ordering above a certain amount. 

If you’re able to offer free shipping, this is one of the best things you can do to stay competitive at this time of year – especially to keep up with eCommerce giants such as Amazon and Walmart. 

### 4. Shoppers still expect free and painless returns

Shopping online – where customers can’t try on or see the product in real life – means that some amount of returns are going to be inevitable. 

Similar to free shipping, today’s consumers expect to be able to easily send returns, without any cost to them. 

We recommend trying your best to offer this to your customers. Why? Well, because if a customer receives a product that they aren’t totally satisfied with, and need to jump through a lot of hoops to return it, they’re more likely to be dissatisfied with your customer service levels. 

This could mean never shopping with you again, writing a negative review, or telling their friends and family not to buy from your brand in the future.

### 5. Less uncertainty means higher spending 

Last year, many families were unsure of the future of the pandemic, layoffs, and more. As a result, this affected how they chose to shop for gifts, and how much they were willing to spend during the festive season. 

With economies starting to [bounce back](https://www.wsj.com/articles/turbocharged-u-s-economy-attracts-foreign-investors-11624263520) and less uncertainty around the future, this isn’t as likely to be the case this year. 

This means [more opportunities for your brand to win business](https://news.sky.com/story/covid-19-economy-grows-by-48-in-second-quarter-as-post-lockdown-reopening-drives-spending-spree-12379320), if you provide an excellent experience and product or service for your customers. 

### 6. Let your customers shop how they want and offer curbside pickup 

As more and more consumers have gotten used to the convenience of ‘Click and Collect’ or ‘BOPIS’ – buy online pickup in-store – and [curbside pickup](https://news.yahoo.com/why-curbside-pickup-is-here-to-stay-for-some-retailers-162847022.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAM9ZTFzJO5_8xXB0zzDty-f1J8DxEr6WQ-6J9U1IAcVasUMPv4RsFkJughRDZiEh9Wmz1KzaTo7kC554yX5fTK8TlQVtsVUcom_kfbdmz5Kpt0739sL2aVF0asykvwZbcGUyfVm1WXIxvLr3VWbzorYgZBsLRI0XVAPBe5LG8sDn), this will continue to be a great way for brick-and-mortar retailers to let their customers choose what kind of in-store experience they’d like to have. 

If you’re not already offering this, it’s worth looking into now before the holiday rush starts. If you are offering this, look into different ways you can [improve your pickup experience](https://blogs.oracle.com/marketingcloud/post/improving-all-5-steps-of-a-curbside-pickup) for shorter waiting times and a better experience for your customers. 

Even small improvements can translate into large increases in customer satisfaction. 

### 7. Supply chain delays mean an earlier start to the holiday shopping for some, and increased need for clear communication 

[Supply chain delays](https://www.cnbc.com/2021/08/03/shipping-crisis-strikes-black-friday-shopping-amid-europe-china-floods.html) have been a big part of 2021 and they don’t appear to be going anywhere anytime soon. This means that many consumers will try and get their holiday shopping out of the way earlier than usual, to avoid delayed deliveries. 

However, this could also present a potential problem for brands out there, as some customers might not think ahead and still expect their gifts on time – even if they order at the last minute. 

The best way to minimize fallout with these customers is to be extremely transparent about shipping expectations. Be clear about when the last day to order – if you want to receive your gifts in time –- is, and try to keep customers in the loop as much as possible throughout the shipping process. 

Customers are often understanding about waiting times, as long as you’ve communicated this beforehand. If you overpromise and underperform – leaving customers unexpectedly empty-handed on Christmas day – you’re likely to get more negative reviews, and never see those customers again. 

## Consumers will be looking for ease of use this holiday season

If the last two holiday seasons have shown us anything, it is that reviews and online shopping are continuing to grow year on year, partly because of the shopping behavior shift we all witnessed in 2020 and 2021 due to the global pandemic, but also because of the need for ease of use and convenience (avoiding crowded shops, home delivery, easy return policies, more product or service choice…). And although many customers could opt for brick-and-mortar shopping this year, online shopping will still be where a lot of the holiday purchases take place.

Business services, shopping and fashion, electronics and technology, money and insurance, home and garden, and entertainment were the most researched and reviewed types of businesses on Trustpilot.com during the last two festive seasons. Whether your business is part of these industries or not, your success in the last quarter of the year will be strongly influenced by some of the strategic choices you make. 

And with a lot of people willing to spend higher amounts this year, our top tip to be prepared for the busiest time of the year is to continue to provide great experiences to everyone.

- Continue to offer ease of use: think [free shipping](https://thegood.com/insights/offer-free-shipping-right-way/) and free returns, as shipping or return costs are some of the top reasons for cart abandonment, especially at this time of year.
- Omni-channel experiences are key. Offering a seamless experience from shop to mobile or desktop is more likely to convert shoppers as today’s consumers like to navigate through different channels before making a purchase. In fact, marketers using three or more channels in any one campaign earned a [287% higher purchase rate](https://v12data.com/blog/25-amazing-omnichannel-statistics-every-marketer-should-know/) than those using a single-channel campaign.
- Communicate clearly and set expectations before purchase. This is especially important during the last quarter of the year, when consumers are in a rush, or looking to get their orders before a set date. Set expectations straight away. This can be done through your website, social media or via email marketing too.

It’s become apparent that today more than ever, consumers need to be able to trust in the brands they shop with. Finding ways to implement our seven strategic tips will give your brand the best chance to succeed this holiday season, [alongside a strong review strategy](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews).

*Don’t have a review strategy just yet? *

Don’t panic! There’s still time to [create a free Trustpilot account](https://business.trustpilot.com/signup) today, or book your Trustpilot demo below.

Trustpilot update: Meet the new Trustpilot business app 

Intuitive, insightful, and focused on key business outcomes. Your most meaningful insights are now front and center. 

With invaluable feedback from businesses like yours, we enhanced the Trustpilot business experience, speeding up load times, improving flows, and adding new pages into key performance metrics so you can continue to make the most of your customers’ feedback. 

Because if you know, you grow.

Take a look!

## Here’s what’s new

### TrustScore Insights

We know your TrustScore is super important to your business, so we made sure it’s really easy to monitor.

The recently added TrustScore Insights page gives you a deeper view of your star rating, so you can take the right steps to grow or maintain it.  Compare your score against others in your industry, and learn how it’s trending over time. 

### *NEW* Reach Page

Reviews help you build a stellar online presence, right where shoppers are researching their next purchase. Now you can see just how many eyes are on your profile page with the new Reach page, which shows where and how folks are finding you.

You can monitor your SEO performance, see trends and compare your reach to industry competitors.

### Widgets

Our TrustBox widgets are great at driving onsite purchases and lowering abandonment, but with so many, it can be hard to choose what’s best for you. We get it, and that’s why we’ve taken tons of historical data to offer you personalized widget recommendations based on your specific goals.

### Invitation Status 

Say good-bye to an endless scroll! You can now easily monitor past and scheduled review invitations with improved filtering, search, troubleshooting and exporting. 

### Service Reviews 

View all of your reviews in one place and use smartlists to quickly prioritize reviews to share, respond to, and investigate. We’ll also offer expert advice on how to best handle those tricky reviews and where to share the ones you love.

And we’re only getting started. Over the next couple of months, we’ll be making even more enhancements to your experience. We’re pumped to be growing with you!

See the changes for yourself.

Meet the new Trustpilot business experience

How Google Shopping and Trustpilot work together to support rapid business growth

In this article, we'll explain how Google Shopping and Trustpilot work together to help businesses like yours get more visibility and grow.

Mobile commerce is predicted to [account for more than 70% of all eCommerce sales by the end of 2021](https://fashiondiscounts.uk/mobile-commerce-statistics/). And that’s another trend that will likely only continue to grow. This means that every day, hundreds of millions of people are turning to Google for help with their shopping needs and choosing options based on what they find in search. 

Fortunately for those medium and smaller  brands, automated feed technology has become scalable and accessible and businesses  of all sizes can use Google Shopping. So let’s take a deeper look into how it can benefit your brand. 

## What is Google Shopping? 

Google Shopping is the tab in search that shows consumers shopping options for whatever they’ve typed into the search engine. For brands, it enables customers looking for products similar to yours to easily find and purchase from you. It lets consumers compare products from different retailers and shows them both paid and organic listings. It also offers product recommendations based on the user's shopping and search history. 

Best of all, in April 2020, Google introduced Free Listings, a program to let brands list their products for free. This helps brands of all sizes compete with the retail giants and take advantage of Google’s scale and reach, so that consumers can more easily find their products. 

##  How does it work and what are the benefits?

You’re probably already familiar with how Google Shopping looks and works from the consumer side. But there are a few key things to remember as a brand using Google Shopping. 

Because they’re ranked above the organic listing, Google Ads give you the best visibility in search. They also direct users directly to your site to complete purchases. But Free Listings can also be a great way to lift your visibility and reach new customers.When clicked, Google  shows the user more product information, customer reviews, and inventory information, allowing for a better and more holistic user shopping experience. 

## Strategies to maximize your success with Google Shopping

Whether you’re using Google Ads or Free Listings, you’ll still want to make sure you’re getting the most out of Google Shopping. 

### 1. Maximize your listing titles 

You have 150 characters and you want to use as many as possible. What are the most important aspects of your product that you want to highlight and use to capture the attention of a shopper with a large amount of options in front of them? 

### 2. Nail down your descriptions

Your descriptions can be up to 5,000 characters, but the preview will only show the first 200. What do you need to include in that first 200 to ensure that as many shoppers as possible click to view the full description?

### 3. Enhance your images  

The higher quality your product images are the better. Are they clear? Are they visually pleasing? Images can play a huge role in which product a consumer selects, so the more effort you can put in here the better your chances at beating out your competitors. 

### 4. Use banners to highlight important selling points

The more you can do to make your product stand out on a page, the better. Especially if you can have a sale or promotional offer. Adding banners with offers like sale, *20% off*, or price drop will draw users’ eyes to your listing and help encourage them to choose yours over the other alternatives. 

## How can Google + Trustpilot help bring awareness to your brand while optimizing your Google Shopping strategy?

Being as transparent as possible helps consumers make more informed decisions and boosts consumer trust in businesses. 

[Trusted Google Reviews Partners like Trustpilot](https://business.trustpilot.com/features/review-seo) can help retailers have their online reviews displayed directly on their product listings in Google Shopping. 

Why is that important today?

[89% of global consumers check online reviews](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) as part of their online buying journey, and [49% of global consumers consider positive reviews one of their top 3 purchase influences](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust). 

Whether you’re a smaller business looking to bring awareness to your brand, or a bigger business simply looking to optimize your Google Shopping strategy, showcasing a trust signal such as ratings and reviews can help you stand out from the crowd, and differentiate yourself from other competitors in Google Shopping.

Start listing your products for free today!

The Trustpilot Business Blog has all you need to learn why collecting and displaying customer reviews improves conversions and sales, boosts SEO, and builds a glowing online reputation for your business.

Trustpilot Business Blog: Get the Most out of your Reviews

Reviews

Personalised emails to boost sales in q4

Personalisation is a hot topic in eCommerce. And as consumers' expectations continue to get higher every year, we've rounded up 3 email campaigns that leverage personalisation and social proof to help you convert more shoppers this Q4.

As the eCommerce space continues to become oversaturated with buying options for shoppers, you might be wondering what you can do stand out against your competition.

Since most eCommerce traffic will not convert on its first visit (traffic that you likely paid for in some way through PPC, SEO efforts, social media marketing, and other traffic driving strategies), you will need to leverage that traffic and turn as much of it as possible into conversions...somehow.

In this article, we'll cover:

- The secret to using data-driven personalisation strategies used by large online retailers like Amazon for example
- The key to unlocking higher click-through rates and conversions in your email campaigns
- 3 personalised email campaigns you can send to your shoppers this Q4
- Proven strategies to personalise the shopping experience on your site and convert more window shoppers into paying customers.

Sounds interesting? Let's dive in.


## Why personalised content is the answer

You might already know that email consistently comes out as a top converting marketing channel for online retailers, which makes sense, given its exceptionally high ROI and the fact that online shoppers tend to prefer receiving personalised email campaigns over any other marketing and engagement attempts.

So how can you better harness the power of email marketing to convert more of that traffic for your eCommerce business?

Enter personalisation.

Way back when, in the early 2000s, Amazon changed the way we shop online by providing us with a highly personalised experience – both on-site and off-site – through email.

At one point or another, we’ve all received that Amazon email with personalised product recommendations. Do you remember the first time you saw that? Did you think to yourself, “How did they do that?”, I know I did.

Amazon personalised emails

Did you know that Amazon reportedly generates around one-third of their revenue through personalisation efforts alone?

Now, 20 years later, Amazon isn’t the only company that can wow their shoppers with data-driven personalisation. It’s also been proven that social proof is effective at winning over window shoppers, converting them into paying customers quicker.

You can use [social proof](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing), just like product recommendations, in various ways both on-site and off-site to gain the trust of your shoppers. If you want to send highly personalised email campaigns just like Amazon does, there’s no reason not to take advantage of social proof to improve your campaign’s performance and generate more online revenue.

Firstly, we'll look into why personalised email campaigns convert better, and then we'll discuss 3 types of personalised email campaigns you can send to your shoppers this Q4.

## How to master the art of personalised email campaigns

When you send smart email campaigns to your potential shoppers, you can potentially generate new streams of revenue. Make those campaigns utilise data-driven, personalised content for each individual shopper, and you just might even recapture lost traffic.

The key to bringing shoppers back to your site with email is nailing a high click-through rate. And the only way to do that is by populating your email campaigns with relevant, personalised content that makes shoppers want to come back.

When you’re creating email campaigns, here are some questions to ask yourself:

- “Is this email message relevant to each individual shopper?”
- “Is this email covering a broad audience or a specific audience based on data-driven segmentation?”
- “Do my emails match the behaviour of shoppers?”
- “Does the content in my emails provide shoppers with multiple opportunities that entice them to click back to my site?”

## Personalised email campaigns containing product recommendations outperform every other marketing channel

__Example #1: Increase in click-through rate__


product rec data.png 2086×374 (1)

Here, this merchant’s product browse abandonment emails had a 17% click-through rate when they displayed no product recommendations. The addition of personalised recommendations to the email increased the click-through rate by 29%.

__Example #2: Increase in revenue__

download (26)

Here, personalised emails significantly outperformed the more generic email campaigns. Indeed, the email containing 12 personalised recommendations generated the most revenue.

## The secret to increasing sales through sending personalised emails

While there are so many email marketing best practices to keep in mind for your business’s campaign strategy, the secret to sending emails that actually convert is in the way you personalise them. Personalisation is not just about populating the shopper’s name into the subject line and salutation, it’s about giving your shoppers interesting and relevant options to come back to your site that simultaneously building trust on a one to one level. The email campaigns that do this best are browse abandonment emails.

To compliment your personalisation efforts, leverage the social proof you already have on your site and populate your emails with trust signals like ratings and reviews to really seal the deal.

Here are 3 types of emails that you can send to shoppers on your site to bring them back and increase conversions. Each email can be personalised to where each shopper dropped off in the shopping funnel, pushing shoppers back to where they left off.

### Personalised Email #1: Category browse campaign

__Send these emails to__: The shoppers that click on and view a specific category, brand, or department but never actually view specific, individual products.

__Display product recommendations containing__: Products from category the shopper was browsing, taking into account the best sellers within that category.

__Use trust signals including__: General site rating and a support and/or general product-related testimonial.

__Campaign Best Practices:__

- Push shoppers back to the category they viewed on your site and best-selling products within that category and related categories.
- Use straight-forward messaging with little text and more images.
- Encourage shoppers to come back with a call-to-action that leads them to the next step in the shopping funnel.

__Subject Line Examples:__

- “View our (category title) selection”
- “Our latest products in (category title)”
- “Our (category title) are selling fast”

__Average open rate: 42%__

__Average CTR: 27%__


Personalised email number 1

### Personalised Email #2: Product browse campaign

__Send these emails to__: The shoppers who have viewed specific, individual products on your site but did not actually add any of those products to their carts.

__Display product recommendations containing__: The exact product that the shopper viewed and a mix of product-related best sellers     and category-related best sellers.

__Use trust signals including__: General site rating and a support and/or product-specific testimonial.

__Campaign Best Practices__:

- Use a large image for the product that was viewed and make it front and center.
- Copy should be brief with a soft call-to-action.
- Customer service-related messaging.
- Include large, high quality images and titles.

__Subject Line Examples:__

- “A quick reminder…”
- “Hurry, this item is nearly sold out”
- “Take another look…”

__Average open rate: 52%__

__Average CTR: 26%__

personalised email number 2

### Personalised Email #3: Homepage abandonment campaign

__Send these emails to__: Shoppers who scanned your homepage but didn’t get any further onto your site.

__Display product recommendations containing__: Site-wide top sellers.

__Use trust signals including__: General site rating and the number of site reviews.

__Campaign Best Practices:__

- Point shoppers back to homepage and various options including top sellers.
- Messaging should be customer service-oriented and friendly.

__Subject Line Examples: __

- “Thanks for stopping by”
- “This week’s top 15 sellers”
- “We picked these items just for you!”

__Average open rate: 22%__

__Average CTR: 16%__

personalised email number 3

## Best practice checklist for sending personalised emails to your shoppers

- Make sure product recommendations are responsive, mobile-friendly, and optimised for all devices.
- When inserting product recommendations into your emails, make sure that they display properly for both desktop and mobile versions (i.e. horizontal display for desktop and vertical display for mobile rendering).
- Include large, high quality images for each product to get shoppers to come back for another view.
- By using a different algorithm for each user segment based on where shoppers get up to in the funnel, your product recommendations will remain relevant to your shoppers.
- Use multiple recommendation algorithms inside one email for increased click-through rate (i.e. display a row of top sellers + a row of related products).
- Implement suppression logic and frequency caps to ensure that you send only one email to each shopper matching the furthest point they reached in the shopping funnel.

## Boost your online sales with personalised email campaigns that leverage social proof

Advanced personalisation isn’t just for the big players like Amazon. You can also send highly personalised email campaigns to your shoppers to increase sales for your online store all-year-round. Make Q4 the most profitable time of year with these strategies and you’ll be sure to win.

If you'd like to learn more about implementing reviews and ratings in your personalised email campaigns, check out our Ultimate Guide To Conversions below:


3 Personalised email campaigns to increase conversions in December

Propel your store forward this christmas

Let’s take a look at 4 strategic ways to make your mark in the eCommerce world, and propel your store forward and build trust at every touchpoint.

It’s tough out there precisely because eCommerce is such a big deal. [More people than ever are shopping online this holiday season](https://www.digitalcommerce360.com/article/coronavirus-impact-online-retail/), and more and more online stores are struggling to meet the demand. 

There’s a lot of money to be made if you get this right, but there’s a real risk of failure too. Indeed, [8 out of 10 eCommerce stores will fail](https://www.metrilo.com/blog/examples-of-ecommerce-fails-on-the-verge-of-reason) with a lack of strategy and vision. This means that a lot of stores won’t get a slice of that money pie.

The good news is that, despite such fierce competition from rival stores and foreboding odds, it’s still possible to stand out from the crowd and take the lion’s share of customers in your target market over the long-term. If you can put in place a well-thought out strategy that works, there’s no reason why your store can’t survive, thrive – and scale.

Let’s take a look at 4 strategic ways to make your mark in the eCommerce world, and propel your store forward this holiday season. 

## 1. Add customer reviews

According to research, shoppers take [online reviews](https://econsultancy.com/blog/9765-consumers-now-pay-more-attention-to-online-reviews-than-word-of-mouth) to heart more than word of mouth these days. In fact, as many as [89% of us](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) will check online reviews as part of their online buying journey, and half of consumers consider positive reviews one of their top 3 purchase influences.

What do online reviews do that’s so important to customers? 

Online reviews give your store credibility and act as [social proof and third-party validation](https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing). These are very powerful things in the digital world as they help to build a customer and consumer trust.

Let’s imagine that a shopper who’s never heard of your store before sees it advertised on Instagram. A bit curious, they click a link and enter your store. They’re miles away from the end of the buying process at this stage. Without any hint that anyone before them has bought from your store and been thoroughly satisfied with both the product and the customer service, it's unlikely they will buy from you.  

Below is an example of how to showcase both service and product reviews at key stages of the buying journey. Here, [Dusk.com](https://dusk.com/?utm_source=dailymail&utm_medium=referral&utm_campaign=top10-may) offer product reviews on every single product page, as well as service reviews on every page of the wesite. This means shoppers can read through as many reviews as they like, until they reach their final decision.


Dusk.com product and service reviews

There’s actually another reason why you should be leveraging customer reviews. [Research](https://www.brightlocal.com/learn/key-ranking-factors-for-local-seo/#:~:text=Reviews%20have%20grown%20a%20little,to%2012%25%20back%20in%202018.) found that search engines use online reviews as a ranking factor. In other words, positive reviews will help you climb the Google rankings, which in turn, will make your site more visible to buyers. 

With more visibility on search engines, comes an increase in traffic, and, with reviews displayed on-site, it'ls likely your conversion rate will increase too.

## 2. Implement a strong content marketing campaign 

One of the biggest shifts in consumer behaviour we’ve witnessed over the last few years is a desire to be marketed to – and a real aversion to be sold to. In fact, we recently observed an 11% decline in trust globally, with only 71% of people admitting [they trust consumer brands](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews).

Millennials dominate the economy. They’ve grown up in this digital world of ours that’s rich with content, so they happen to like it (they create a lot of it themselves), and [they want brands to engage them with content](https://uk.business.trustpilot.com/reviews/browsers-to-buyers/how-to-use-user-generated-content-marketing-to-reach-and-convert-millennials), too. 

Really not sure what an online store can stand to gain from producing content? 

The stats speak for themselves on this one: Conversion rates are nearly [6 times higher for content marketing adopters](https://neilpatel.com/blog/38-content-marketing-stats-that-every-marketer-needs-to-know/). On the other hand, those who didn’t create the right content saw only a meager conversion rate increase of 0.5%.

Why is this? What makes content marketing so effective? 

It all comes down to trust once again. To get shoppers to buy from you in Q4 (and all-year-round), you have to build consumer trust. You can do this via content that educates, informs, engages and even entertains.

Content – be it video, blogs, podcasts and so on – breaks down barriers, and opens up opportunities for dialogue and interaction.

Below is a great example of content marketing on the Coggles website. Their [Life section](http://www.coggles.com/life/) contains lots of editorial content that focuses on building a relationship with readers, rather than being pushy and constantly selling to them.


Coggles website content marketing

There’s more. Content gets shared on social media. It can even go viral, and in the meantime create a real buzz about your store. Content reaches customers where they are. 

The best thing? It doesn’t even need to cost you much money at all. 

Here are some tips for your next content marketing campaign: 

1. Create as much content as possible. 
2. Share curated content (content not created by you) that’s relevant to your store and its values.
3. Circulate – add your content to the right channels.
4. Include powerful CTAs - content is your best chance to get people to take an action. Want them to visit your store? Engage and lead them with content, and end with the money shot.

## 3. Work on your customer service

[If your customer service is amazing](https://uk.business.trustpilot.com/reviews/learn-from-customers/6-types-of-online-customer-service-you-can-implement-today), customers will come back. Even better, they’ll probably tell their friends all about you. One-time customers will turn into loyal ones, and this is exactly what you want. 

Top-notch customer service should be near the top of your list of priorities. But what do you need to do? 

For one thing, it’s time to add chatbots to your site if you haven’t already done so. Chatbots do the things you can’t - they respond to customer questions instantly, no matter what time of day it is, resolve problems and provide satisfactory answers. The best thing? [Customers actually like them](https://www.smallbizgenius.net/by-the-numbers/chatbot-statistics/#gref)!

Don’t forget to add an FAQ section to your website too, and to be active on social media. Customers will check social media and reach out to you through Instagram, Twitter or even Facebook, so you need to invest time in those too.

And when people leave those reviews we mentioned earlier? Always reply to them – even the negative ones. 

82% of UK consumers have a [positive view towards companies that respond to reviews](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), and 64% of global consumers would prefer to buy from a responsive company over one that appears perfect.

If you're wondering how your industry does when it comes to responding to reviews, check out our latest data:

responses to reviews TP data

Our data found that the industry with the highest percentage of reviews with replies is the Finance and Insurance industry (29%), and the industry with the lowest percentage of reviews with replies is the Events and Entertainment industry (15%).

Many brands overlook negative reviews. But responding to all feedback is crucial.

Negative reviews can be a blessing in disguise, and taking the time to reply could help you turn a customer's negative experience into a positive one. 

Indeed, in our [Bad Reviews report](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect), we found that when customers feel their reviews have been responded to appropriately, more than half would shop at the same location again. 

More than 2 in 5 customers would even go so far as to reverse their overall rating of the company and edit their review into a more positive critique. 

And for 25 percent of people, how well companies respond to criticism can even help transition them from detractors to overall promoters of that brand.

Negative reviews help you collect [valuable consumer insights](https://business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them), which can, in return, help you improve your customer service in the long run.

## 4. Strengthen your brand’s aesthetic

Lastly, if you want to form trusted relationships with your customers, you need a brand that people recognise. 

Your brand's awesthetic is a part of your brand's identity, and it should be one of your top priorities. 

Indeed, [brand aesthetics has a strong impact on brand trust](https://www.tandfonline.com/doi/full/10.1080/17543266.2017.1378732), so it's important to get it right.

Start by creating or [identify your brand's personality](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-personality-behind-the-most-reputable-brands) and your brand's values, before deciding on a visual identity.

Below is a fun and youthful example from Bliss. This eCommerce store sells beauty products, and stays true to their value and product feel with their branding and website design.

Bliss home page

Bliss visual identity example

When designing your brand's visual identity, make sure you keep it simple. 

Having to much going on with the design will distract your customer from the purpose of your website. In contrast, a stripped down format will make your logo (and therefore, your brand) easy to remember for your first-time visitors. Using a signature colour can also [increase your brand's recognition by 80%](https://www.oberlo.co.uk/blog/branding-statistics)!

It takes [0.05 seconds for people to form an opinion about your brand](https://www.oberlo.co.uk/blog/branding-statistics), when they land on your website. Your brand's visual identity plays a huge part when it comes to building trust with consumers. The better the branding, the easier it should be to build credibility, and boost your conversions. 

### Conclusion

These are 4 strategic ways to make your mark in the eCommerce world. Remember that in 2020, it’s all about trust and building better relationships between you and your customers. Get that right and you should be just fine. 

Get ready for the holiday season today, read our latest consumer insights report!

Read Trustpilot's 2020 Holiday Readiness Guide

4 Ways to propel your eCommerce store forward this holiday season

9 ways to use reviews to smash all sales records this Q4 and beyond

Find out how to use customer reviews to boost your conversions and grow your company's sales all-year-round.

The list of data points heralding the impact of social proof on sales could span the length of several books but a quick set of statistics is all you need to realize how vital digital word of mouth is in today’s online marketplace:

- A product with just [5 reviews](https://spiegel.medill.northwestern.edu/online-reviews/) has 270% higher chances of being purchased than a similar one with no reviews
- [89% of global consumers check online reviews](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) as part of their online buying journey
- 49% of global consumers put positive reviews among the [top 3 purchase influencers](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews)
- 93% of consumers say [online reviews influence their purchases](http://learn.podium.com/rs/841-BRM-380/images/2017-SOOR-Infographic.jpg)
- 82% of consumers [read reviews for local businesses](https://www.brightlocal.com/insights/research/) and that number spikes to 93% for the 35-54 demographic
- It takes [10 online reviews](https://www.brightlocal.com/insights/research/) on average before consumers feel able to trust a local business

Because of social proof’s ability to influence consumer behavior, everything about it has already been written. What this article does is give the available information an easy-to-follow, 9-step, comprehensive structure. Think of it as an unfair advantage, compressing weeks of online research and reading into a 10-minute booster.

__9 Ways to turn social proof into sales this Q4 and beyond__

1. Leveraging third-party social proof
2. Using data-driven social proof
3. Showcasing customer-generated social proof
4. Boosting SEO
5. Making businesses feel alive
6. Investing in the best kind of market research
7. Building your strategy for tons of social proof
8. Getting the most out of it
9. Growing sales with scarcity, urgency & social proof

Let's dig in!

## Get the right mindset

The first step to spike your sales to unprecedented levels by using the power of social proof is to ingrain its importance in every cell of your organization.

That is because everything your company does goes into receiving a great review. From R&D to production, sales, and ultimately client service, they all matter towards a positive client experience that they’ll be happy to share with the rest of the world. And nothing convinces prospective buyers better to spend their money with you than reading about how other people have enjoyed your products.

76% of consumers trust online reviews, second only to friends and family (81%), but miles ahead of traditional paid advertising (47%) or marketing materials like direct mail (55%), according to a study by [ReviewMonitoring](https://www.scribd.com/document/308630291/The-State-Of-Online-Reviews-Among-U-S-Shoppers).

Those numbers are echoed by a study from [BrightLocal](https://www.brightlocal.com/research/local-consumer-review-survey/) which states that 85% of consumers trust online reviews written by strangers just as much as they do personal recommendations from people they know.

But that’s nothing new. Word of mouth has been with us for millennia and scientists studied its effects on sales as early as 1966 when [Katz and Lazarsfeld](https://books.google.ro/books?hl=en&lr=&id=rElW8D0D8gYC&oi=fnd&pg=PR1&ots=OFrX-TcVhE&sig=9aIWVw3GoQObPldY1FMdjx1GvXA&redir_esc=y#v=onepage&q&f=false) defined word-of-mouth as the exchange of marketing information between consumers to an extent that it's able to fundamentally impact their behavior and change their attitude toward products and services.

People trust their peers over companies pushing their products and services. 

The only difference today is the scale at which social proof influences our buying decisions. [9 out of 10 global consumers read online reviews](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) before making an online purchase according to a Canvas8 and Trustpilot study.

And even with all that evidence proving the weight consumers place on social proof, hardly any company considers it as their main sales channel. That’s where you can take advantage to boost your sales.

__How to act:__ As things inevitably slow down at the end of Q4 and you have a brand-new start ahead come January, make sure that great customer experience is a top priority for everyone in your organization. From engineers to sales reps, they all must get a thorough understanding of how consumers choose their products and services in the 21st century, and the role each of them plays in that process.

## There’s more to social proof than customer reviews and testimonials

A lot of business owners miss a huge opportunity by limiting their strategy to target only customer reviews. In fact, there are three main types of [social proof](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) that you can use to boost your sales - third party, data-driven, and customer-generated – each with a distinct advantage.

### 1. Third-party social proof

Third-party is the most versatile and it refers to votes of confidence given by people or organizations that hold no interest in your company’s success or failure. Since their opinion is unbiased, consumers naturally assume it to be truthful. More so, many third-party entities benefit from being completely honest as that will strengthen their perceived value as truth-tellers, something they capitalize on.

Let’s look at a few examples.

Sites like Trustpilot provide excellent third-party social proof. Open review platforms offer full transparency and ensure consumers access only the best products and services on the market.

Google is the world's biggest search engine by far because it provides relevant information and highlights good-rated businesses on every search. 

Trustpilot is the world’s most powerful review platform. With over 100 million reviews, [Trustpilot is an open review platform](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) where consumers and businesses can connect and learn from each other.

Remember the “4 out of 5 dentists recommend Colgate”? That’s another great example of third-party social proof, with experts backing a product. 

Actually, most endorsements are theoretically third-party social proof.

jordan-nike

jordan-spike lee-nike

lebron-nike

taylor-coke

britney-spears-pepsi

beyonce-britney-pink--pepsi

Jeff Goldblum restaurant owner

Clooney 

More examples:

- __Media mentions.__ The stars given by critics that are displayed on new movie releases together with an excerpt from their review. On books, you have the coveted “NYT bestseller” seal of approval
- __Outlets you’ve been featured on.__ This one works for both personal branding and businesses alike, the famous “as seen on NBC, CNN, etc.”
- __Trust seals, certifications, and badges.__ Something many business owners forget about but highly convincing for prospective buyers - a seal of approval from well-regarded institutions
- __Test scores.__ Again often overlooked but just think of the car industry where cars advertise their NHTSA and IIHS safety ratings to instantly attract interest
- __Famous companies that use your product.__ Service providers will often say “trusted by companies such as Microsoft, GM, Tesla”
- __Integration partners.__ One of the easiest ways to associate yourself with trusted brands is to display your integration partners if you have any.

### 2. Data-driven social proof

Moving on to data-driven social proof, we have the “people also bought…” and “best-seller” stamps of approval. Amazon makes excellent use of them with the former being a mix between cross-selling and data-driven social proof while the ladder is pure, certified social proof in action.

How many times have you considered buying a product on Amazon just from seeing the “best-seller” stamp?

Every blogging or news platform out there, Trustpilot included, uses data-driven social proof when they compile the list of “popular posts” you see displayed to the right of their website. People are extremely interested in reading what others have read.

The simple mechanism behind that is “if so many people saw value in this product/service/article, then it must hold value. This many people can’t be wrong.” And they usually aren’t. Except when bands like Nickelback become famous, but that’s another story altogether.

Displaying the actual number of successfully completed transactions between you and your clients or the numbers of shares an article received is another form of data-driven social proof.

DHL data social proof

ups data social proof

### 3. Customer-generated social proof

Last but definitely not least is customer-generated social proof. Often referred to as user-generated content or UGC, it’s the treasure cove of modern-day marketing. 

Simply put, it’s any form of content created by your customers, not the marketing department. You can [read more about it here](https://uk.business.trustpilot.com/reviews/browsers-to-buyers/how-to-use-user-generated-content-marketing-to-reach-and-convert-millennials) but keep in mind that it can be as easy as using photos next to reviews and testimonials, so prospective buyers can associate a face to what they’re reading, grounding the endorsement in reality. Or it can be something like handing over your Instagram account to your customer base for one day. They get the spotlight while they showcase your product or service. Huge win-win with great results and almost no associated cost.

__How to act:__ Hunting for customer reviews is great, but don’t forget to expand your social proof palette to include its many shapes and sizes. Your sales will benefit greatly if you:

1. Get an expert to back your product
2. Associate with a well-perceived brand that you don’t compete with – maybe a huge client or an association you’re a member of
3. Display any awards or badges you won as well as certifications and great product test results
4. Try to get a mention in main-stream media and display it on your website
5. List all integration partners
6. Get the “best-seller” stamp of approval on your most popular items
7. Upsell by helping consumers pick relevant products with “people also bought…” recommendations
8. Boast about the number of successfully completed transactions between you and your clients
9. Let your customers do the work for you by putting the social media spotlight on them as they showcase your products and services in action.

## Understand all benefits associated with social proof

Apart from the obvious, generating sales by increasing the value prospective buyers perceive in your business, social proof has plenty of other benefits in today’s online driven world.

The three most important ones are boosting SEO, making your business feel alive and grounded in reality instead of a distant, abstract concept, and you can use social proof as market research.

### 4. Boosting SEO

Product reviews, especially if they’re hosted on your website, can influence your search engine ranking. 

Google also displays product reviews both for their local pack – the top three results you see displayed alongside a few details when conducting a local search – as well as directly in their SERPs (Search Engine Results Pages) in the Rich Snippet format.


An example of Review Snippets for Product Reviews

rich snippets product reviews 

review snippets product reviews 

You want good product reviews for your business to pop up when customers are conducting searches with a “buy” intent. They have their wallets out, they're looking for a place to spend their money and Google makes sure they have plenty of relevant options to choose from. You want to appear as high on their screen as possible and with great reviews next to your name. That will inevitably boost your click-through rate (CTR).

Better rankings translate into more clicks, which in turn translate into more leads that will inevitably convert to more sales.

Reviews are also used to reinforce your geographic listing so they directly impact your placement in local searches.

That’s when Google Review Partners come in. [Collecting reviews through a Google partner such as Trustpilot](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-does-google-care-if-your-business-has-online-reviews-in-2019) will give you greater visibility online, and help you acquire Review Snippets for product reviews, and [Google Seller Ratings](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions) for your paid ads or [Google Shopping listings](https://uk.business.trustpilot.com/reviews/get-seen-in-search/what-the-new-google-shopping-updates-mean-for-reviews).

How to act: A lot of products and services see spikes in search queries in Q4. It’s best for your business to take full advantage of this seasonality. Host reviews on your website in addition to third-party platforms, and pick a Google Review Partner to collect reviews with. Make sure all the product reviews you host have the right format and make good use of SEO tactics such as optimizing HTML review markup into easily-crawlable content and using meta descriptions with review links.


Learn more about reviews & SEO: watch our Google & Trustpilot webinar

### 5. Business feels alive

Social proof makes your brand seem real. What brick-and-mortar shops have over online retail is tangibility. You go in, you see the products, or you can find someone to speak to about the services. Brick-and-mortar shops are as real as it comes, so our minds perceive them as more trustworthy, to begin with. It's also quite an advantage to see AND touch before you buy, something online retail can't provide. But social proof will help you ground your brand in the eyes of online shoppers. The more “they are a real business” cues you can provide to your clients, the better. A company with absolutely no social proof to their name – no reviews, no mentions on third-party websites, no testimonials, and no endorsements – looks shady in 2020.

One thing’s for sure, if no social proof is business suicide, there’s no such thing as too much social proof. On the contrary. If everything else is comparable, shoppers will most often go for the service or product that has considerably more positive reviews than its competitors.

__How to act:__ Make sure you’re ready for this Q4 with fresh reviews and testimonials. If you plan on launching a seasonal offer, have clients review these unique products and services as soon as they hit the market so when the bulk of shoppers take to online research, they’ll find real people and real businesses talking about them. That’s why it’s a great idea to launch your Q4 products a little ahead of time. Start as early as possible to gain traction and build up those vital reviews.

### 6. Best kind of market research

“So you’re telling me that I don’t have to spend a dime and clients from all over the world, from all walks of life, and of all ages will willingly let me know exactly what they think about my products or services? How they helped them, the ways in which they could be improved, and what about them they liked most? Hundreds even thousands of them? On top of that, I’ll get access to a free database that will sort and categorize the massive amount of feedback I receive?”

Don Draper’s mind would have been blown by today’s online world. When only a few decades ago companies were forced to pay hundreds of thousands of dollars to get direct consumer feedback, making it impossible for small businesses to gain these valuable insights, today, [everyone can do it](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights). By dedicating a little time and putting in a little effort, companies of all sizes can be in direct and constant contact with their customers.

On that note, the dreaded negative review most businesses shy away from is actually [a huge blessing in disguise](https://uk.business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect). It will cost nothing more than a little attention from your client service team to fix all the while offering valuable answers into how you can improve your products forever. All positive reviews are also a treasure chest for copywriters and marketers.

__How to act:__ [Reviews offer a unique insight](https://business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them) into the minds of your customers and can provide invaluable information about how to improve your products and how to best market them. From this Q4 forward, start studying your reviews to mine for nuggets of gold straight from your customers’ minds. Your clients are literally telling you how to sell to other people like them and how to make your products so good that they won’t need to look anywhere else.

## Putting everything together

Fully aware of the importance and broad spectrum of social proof, let’s put together a winning strategy for this Q4.

### 7. At scale strategy for tons of social proof

First of all, before we get into it, you need to understand the importance of a review-generating strategy from yet another vital point of view: people naturally post negative reviews more often than they do positive ones. That’s because the emotion behind the average bad experience is far stronger than the emotion behind the average good experience.

Most times, when you see a company with an average rating of 2 or 3 stars, it isn’t because they’re so below average in real life, but it’s a consequence of not having a strategy to generate a complete set of reviews, both good and bad. They’ve let the social proof game play out by itself and they’ll pay a terrible price for it.

Let’s make sure you won’t.

__A. Pick the right moment__

A huge influence on the number and quality of your reviews is when you ask for them. Too soon, and customers won't bother leaving one because they haven't formed an opinion yet. Too late and they have forgotten all about your product, so they won’t be as excited to share their view.

[Q4 is an excellent time to ask for reviews](https://uk.business.trustpilot.com/guides-reports/browsers-to-buyers/trustpilot-consumer-insights-2020-holiday-readiness-guide) because it has both a great background vibe, that holiday spirit, plus it’s the coronation of a successful year of serving your clients. Consumers should be much more inclined during this period to dedicate some of their time to provide feedback.

Come November, and you can pretty much ask for a review anytime until the end of the year. 

__B. Start with your repeat customers__

Chances are if someone is a repeated customer, they love what you’re selling. And they can offer some valuable feedback as well.

In Q4, you can easily ask for a review from your customers by acknowledging their importance before making the request. Simply say something along the lines of:

“Dear {name goes here},

Thank you for yet another year of being our customer. We greatly value your loyalty, and we’re always looking to serve your needs better.

That’s why we’d love to hear your thoughts about our product/service.

Your feedback helps us improve, and it takes just 3 minutes to complete."

It's thoughtful, it doesn't feel like a review request, and has that end-of-the-year good spirit sprinkled all over. There’s no better time to bulk up on great reviews than in the last quarter, and no better way to start doing that than by asking your most loyal customers.

__C. Make it exceptionally easy__

If you ask your clients for help, it’s best you make it as easy for them as possible to do so. So, claim your business on every third-party platform and provide direct links to them. If you allow customers to choose the platform they’re most comfortable with and reach it with a single click, your review rate will go through the roof.

There’s an old anecdote that goes “The first thing the old Jewish merchant did before opening his new store was to demolish the only stair at the entrance and level the ground so people won’t need it.” Tear down all obstacles between your clients and them leaving new reviews for your business. Make the process as frictionless as possible, and you'll up your review count. 

__D. Shamelessly milk moments of customer success__

Have you recently had a breakthrough with one of your customers? Ask for a review.

Have you solved a great problem for them? Ask for a review.

Have you received verbal praise for your work? Ask for a review.

Ride the positive emotions train and put customers in front of a review-writing process as soon as they’re happy with your products or services.

Again, there’s no better time to do this at scale than in Q4 when “it’s beginning to look a lot like Christmas… eeevery single day”.

__E. Be thankful towards your customers__

Receiving feedback is the best thing your customers can do to help your business improve. What you can do to thank them, is respond to their reviews with a thoughtful note. People tend to respond in kin - by being open and showing them you care, your customers are more inclined to care enough back to leave a review. 

“Thank you for your business and we hope to see you again this coming year. We’d love to be there for you, better than ever before, if you do decide to shop with us again.

That’s why we’d really appreciate your thoughts on our product/service. A new year is a great opportunity to improve upon what’s missing and give more of what’s great about our product/service. Your feedback is greatly valued.”

Being validated like that, and showing that you care about their needs, will make many dedicate some time to send you their thoughts.

__F. Always use prompts and leading questions__

You don’t want your customers to ramble on about insignificant benefits.

Ideally, all of them would highlight your product’s best features and how it helped them solve one of the worst problems they faced. So, make sure you choose a third-party review platform who asks exactly that, with leading questions whose answers will bring forward the best features of your product or with prompts that will help your customers get started in the right direction.

Apply this strategy in Q4 and beyond, and you will massively improve the quality of your reviews.

__G. Aim for the sweet spot__

When it comes to the number of reviews, size does matter. And not just with reviews, stop telling yourself otherwise…

According to [BigCommerce](https://www.bigcommerce.com/blog/customer-testimonials/), pushing above the 50-review mark can generate an increase of 4.6% in your conversion rates. So don’t pat yourself on the back when you see 20 or 30 reviews to your name. 

It’s also a terrible idea to have exclusively positive reviews. Consumers will instantly assume they’re fake.

“Purchase likelihood peaks when the average star rating of a product is between 4.2 and 4.5 stars and starts to drop as the star rating approaches a perfect 5”, according to a whitepaper published by the [Northwest University](https://spiegel.medill.northwestern.edu/_pdf/Online%20Reviews%20Whitepaper.pdf). Figures have fluctuated slightly depending on product type, but the conclusion remained true throughout – a perfect 5 out of 5 hurts sales.

It’s good to be vulnerable as long as you handle the situation wisely. A bad review is not the nightmare most of us imagine it to be but a vital part of gaining your customers’ trust. In its absence, your sales will be negatively affected. You can use tools such as [Socialboards](https://socialboards.com/en/) to stay on top of your customer service game and there’s absolutely nothing to fear about.

One thing to note about negative reviews is that they’re a matter of emotional, not logical alignment. When customers are furious enough to take to a public setting and voice their emotions, don’t explain why they’re in the wrong, even if they obviously are. First, quench the thirst for “payback” by simply acknowledging their message and indicating how sorry you are for what they feel.

You don’t have to admit to any wrongdoing on your part, but you must say you’re sorry for what the disgruntled customer is going through (regardless if the situation is created by the customers themselves or by your company). 
Make them calm and only after try to make the situation better.

The sweet spot then appears to be at 50 reviews or more that average between a 4.2 and 4.5 rating. Aim for that and you will reach maximum sales potential.

__H. Look out for fake reviews__

Before you set sail, make sure you have a security system in place that will deter your competitors from writing erroneous, badly-intended reviews.

Something as simple as asking for an email address or to connect to a social media platform to verify their identity will go a long way in keeping your reviews enemy-proof.

Even better, if you choose to collect feedback with a review platform such as Trustpilot, you won’t have to worry about receiving any fake reviews! Any dodgy-looking review with no proof of purchase will be investigated straight away.

__I. Don’t forget to reach the full social proof spectrum__

Reviews are great. They're vital actually, and they work well with other types of social proof.

But you shouldn’t stop there. Reach out to experts and influencers in your field to endorse your product. Use data-driven social proof to highlight the choices of the many. Get accredited by third-party, respected companies. Highlight your best clients and talk about the big brands you associate with. Then get some main-stream mentions and use that to your advantage.

Social proof comes in many ways, and leaving just one of them unexploited is leaving money on the table. Make it a goal for 2021 to check every social proof box and see how your next Q4 closes way above your expectations.

### 8. Get the most out of it

Finally, armed with all this social proof, let’s look at three ways to maximize its impact.

__A. Display it wisely__

Don’t keep social proof locked away on a product page, deep inside your website where only a handful of leads reach. Instead, display it on your packaging, your social media, your home page, in your email signature, and on product pages. There’s an optimal place for every type of social proof, though, so keep to the following format:

- Data-driven social proof – product pages, home page, landing page, social media
- Certificates, badges of merit, great test scores, accreditation – email signature, home and landing pages, product pages, packaging
- Customer reviews – home and landing pages, product pages, stand-alone pages dedicated to customer reviews only, social media posts, product packaging, television, radio, organic or paid search engine results
- Expert endorsement – marketing materials, social media, product pages, packaging
- Case studies – home and landing pages

Remember, most third-party websites also offer a highlighting feature that lets you display your reviews throughout the customer journey!

__B. Claim your business profile on a trusted third-party platform__

Today, [49% of consumers believe many dishonest brands are guilty of manipulating customer reviews](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) to improve their reputation. Claiming your business on a trusted, open third-party review platform is a great way to make sure those positive reviews reach you and your audience, and you have a way to handle negative reviews as they come in. 

An open review platform means all of your reviews are honest and authentic, and your brand is being as transparent as possible. And customers appreciate that. Did you know that, in 2020, 55% of consumers would [prefer to use an open and transparent review platform](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews)? And 56% of consumers think it’s very important to know exactly how review websites choose to publish reviews, and whether or not they choose to cherry-pick.

__C. Respond to everyone__

When customers address your brand, be it directly or not, the best thing you can do is to acknowledge their voice, regardless of what the message is. It doesn't matter if it's a positive review or a negative one, acknowledging your customers is the only professional and healthy thing to do. Ignore their pleas or praises, and you risk paying a heavy toll.

[A negative review is an opportunity to show you care](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews) and win a customer for life. All that powerful negative emotion that compelled them to take to a public forum and voice their disappointment can be transformed into gratitude if you fix what's troubling them. It also can be harnessed to win other clients over, people, and businesses that look at how you treat your customers.

Now for the final piece in winning the Q4 sales craze. A bullet-proof strategy that no consumer can resist is to create an intoxicating mix between FOMO and social proof.

How?

### 9. Scarcity + Urgency + Social Proof = Max Sales

You begin by creating limited edition, premium packages – that’s scarcity. You then take to social media to announce the limited offer (limited by time or available units), and you keep the countdown updated every week, making sure to highlight the limited time/quantity still available – that’s urgency. Lastly, you ask all of your customers for an honest review – that’s social proof. If you can send a few products to experts or influencers in your field, that’s even better. And don’t forget about data-driven social proof as you highlight not only the number of units left in stock but also the number of units sold.

Once you get started, make sure to gather more and more social proof through the system we detailed earlier. It will help with Q4 sales and it will carry the good social proof juices well into 2021.

## Conclusion

The very best salespeople can elicit trust from their customers and are very compelling in their pitch without being glib.

Social proof is one of the most trusted sources of product information by consumers and also one of the most compelling.

On top of that, social proof comes with added bonuses like better rankings for your business and a bundle of customer feedback to analyze. It also breathes life into your brand, making consumers more at ease with choosing you.

Social proof never sleeps. The perfect salesperson on steroids, relentless in spreading the word about your business, and winning new customers over more efficiently than anything else. 24/7.

Who wouldn’t want that for their business? In Q4 and beyond.

### Author Bio

__Calin Bucur__ is a freelance writer with a major in Statistics and a background in sales. He knows how to make data look sexy, draw attention to your brand, plus a thing or two about SEO. His cat keeps him from traveling full time, but he doesn’t mind. Reach him at calin@socialboards.com

### Feeling inspired? 

__Share this article and infographic with your colleagues!__

9 ways to use reviews to smash all sales records

50 Shades of Consumer

9 Proven ways to use reviews to smash all sales records this Q4 and beyond

Hero UGC

What are the benefits of user-generated content?

There are a lot more benefits to user generated content than most people realize. Take a look at six of the best benefits and how to use them to your advantage.

It could be photos, videos, reviews, social media posts where they tag you, or online discussions created by them. And nowadays, it’s [just about everywhere](https://business.trustpilot.com/reviews/build-trusted-brand/4-great-examples-of-user-generated-content "4 great examples of user-generated content"). 

Leaning on UGC throughout your customer journey can be really effective, but sometimes the specific benefits can be a little unclear. Let’s take a look into the biggest ways UGC can help your brand succeed. 

## Benefits to user-generated content
### 1. UGC is SEO gold
Using UGC on your site increases the amount of text on each of your pages. This increases your credibility in search because it gives Google more context for what the page contains and helps it decide which search queries make the most sense to lead to your site. This text is also being constantly refreshed, so Google can see that your pages are still up to date and relevant. 

Ratings associated with your reviews also gives Google a better idea of the quality of your products or services, so as long as your ratings aren’t overwhelmingly negative, this can really help your business rank in search as well. 

### 2. Sites with UGC have better engagement and retention 
Engagement and retention are both areas where you can never have too much. Fortunately, user-generated content is effective in improving both of them. Websites with UGC can see a [20% increase in return visitors](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC") and up to a [90% increase in time spent on site](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC"). And if you’re looking for engagement on social, UGC posts see a [28% higher engagement rate](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC") than your brand posts. 

More engagement with your brand means more opportunities for sessions to convert into purchases. 

### 3. UGC and higher conversion rates go hand-in-hand
And speaking of converting, conversion rates are one of the most important factors that go into your bottom line. Even a small increase can translate into a huge amount in revenue. This is one of the best reasons to incorporate UGC throughout your site and customer journey – they [boost conversions and help you see more sales](https://business.trustpilot.com/customer-stories/ecommerce/g-form-converts-more-customers-by-showing-off-their-social-proof "G-Form converts more customers by showing off their social proof"). 

The more you can show off your customers talking about your brand, the better. Ann Summers incorporated product reviews onto their site – to show UGC that was specific to each product – and saw an [increase in conversions of up to 230%](https://business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230 "How Ann Summers used product reviews to increase sales by 230%"). They even found that adding product reviews on a product that only had one-star – where there had previously been none – increased conversions on that product by 76%. 

That’s because even user-generated content with bad feedback can be better than none at all. When shoppers see what the problem was – maybe the shipping wasn’t quick enough for the reviewers, but some buyers don’t mind waiting for the product to arrive – they can decide for themselves if it’s an issue, instead of buying without any previous customer feedback at all. 

### 4. The voice of the customer is more trustworthy than other advertising methods 
Shoppers [trust UGC a lot more than traditional advertising](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising "Ratings and reviews in Above The Line advertising") and they’re [2.4 times more likely to view it as authentic](https://blog.hootsuite.com/user-generated-content-ugc/ "A simple guide to using user-generated content"), as opposed to content created by brands. Today’s shoppers are very savvy and have grown very weary of advertising. They know you’re going to talk about the great parts of your business and conveniently leave out any shortcomings. 


London Research customer review study

This survey [commissioned by London Research](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising "Ratings and reviews in Above The Line advertising") found that when respondents were interested in buying something ratings, reviews, and other forms of user-generated content were more important – by far – in influencing their purchasing decision than any marketing channels. 

If you’re looking to make your customer journey and communications more trustworthy and effective, just start including more UGC from your customers and less of your own words about how great your business is. 

### 5. UGC saves you time, money, and marketing resources
In addition to being more trustworthy, it’s also a lot more cost effective. If your happy customers are talking about your brand and engaging with it, wouldn’t you rather use that in your marketing efforts than spend your resources on creating new content that’s going to be less effective anyway? 

Include your best reviews on your site and post them on your social channels. This gives you excellent content and frees up your team to focus on other tasks.

### 6. UGC even offers insights into how your customers feel about your products and services
Anytime your customers are talking about your brand online, they’re sharing [valuable consumer insights](https://business.trustpilot.com/reviews/learn-from-customers/turning-reviews-into-revenue-how-to-get-insights-from-your-feedback "Turning reviews into real revenue with consumer insights"). Especially when they’re [saying something negative](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews "How to respond to negative reviews"). 

Brands often shy away from this feedback or immediately jump into defense mode, but negative feedback often points you right to the areas where you can improve your business and create a better experience for your customers going forward.


Reviews can show you ways that your products or services are helping your customers that you might not have even been aware of

Handmade bed customer review

All customer feedback is worth taking into consideration, but the more often you’re seeing something mentioned by your customers the more likely it is that you need to fix or address it as soon as possible. 

If you have a lot of reviews, you don’t need to do all of this work manually, either. If this sounds like a lot of work to do manually, fear not – there are [tools](https://business.trustpilot.com/features/review-insights "Review Insights") out there that can do the work for you.

## Putting user-generated content to work
The first step to apply these learnings to your own business is generating enough user-generated content that you can use it across your customer journey. [Automating review collection](https://support.trustpilot.com/hc/en-us/articles/360016393399-Introduction-to-Trustpilot-s-automatic-invitation-methods "Introduction to Trustpilot's automatic invitation methods") after every purchase is the easiest way to do this. Once you have enough reviews at your disposal, it’s just a matter of adding them throughout your customer journey to start seeing the benefits we went through today. 

Trustpilot can take care of both of these steps for you. This means minimal work on your end and maximum benefits for your business. Create a free Trustpilot account today to get started. 


What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC 

Companies that give back and consumer expectations on building a better world

More and more consumers want to spend their money with companies that give back. Our guide covers consumer demand for businesses with a purpose and takeaways for all brands, regardless of the industry.

Until recently, things like price, desirable product features, or good customer service were factors that gave brands enough competitive edge to win over their share of the market. 

With new challenger brands springing up left and right and industries becoming more crowded, companies that give back are finding themselves with a clear competitive advantage.  

And like any other competitive advantage in a marketplace, the more brands adopt it the more quickly it becomes something consumers start to expect. And the more quickly it can backfire if brands take an inauthentic approach.

By the end of this article, you’ll be an expert on the data behind this consumer behavior trend, equipped with some actionable ways you can identify and genuinely align with the missions and causes that make sense for your business, resonate with your customers — and improve the world around you. 

Here’s a sampling of what we’ll cover:

- Giving back to charities or nonprofits
- Making sustainability your mission
- Staying authentic and transparent about your company's purpose
- The importance of being vocal about your mission 
- Why you should take a stance on social issues

We’ll unpack those in more detail later. But first, the data — 

## The consumer appetite to spend their money with purpose 

A recent study by Accenture shows that 62% of consumers [want companies to stand up for the issues they are passionate about](https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF/Accenture-CompetitiveAgility-GCPR-POV.pdf "From me to we: the rise of the purpose driven brand"). On top of that, 53% of consumers who are disappointed in a brand’s words or actions on a social issue will complain about it and 47% will walk away from the brand in frustration. 

Having your customers complain about your brand [is already damaging enough](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect "Bad reviews: why people write them and what to expect"), but 17% say they will never shop with the brand again. 

All of this points to another big recent change in consumer mindset and expectation. Where consumers used to shop with the mindset of *“what can this brand do for me?”* many have now shifted to a mindset of *“what is this brand doing for us and our community?”*

Last year Zeno Group [surveyed 8,000 consumers across 8 different countries](https://www.zenogroup.com/insights/2020-zeno-strength-purpose "2020 Zeno strength of purpose study") to find out how much a brand’s purpose or mission mattered to them and, more importantly, how they interact with the  brands who have missions that align with their personal values. 


Consumers take action when they believe in a brand's mission

Across every country surveyed, an overwhelming majority said they had taken an action when they believed in a brand’s purpose. When they think a brand has a strong purpose they are 4 times more likely to purchase from the company, 6 times more likely to protect the company in the event of a misstep or public criticism, and 4.5 times more likely to champion the brand and recommend it to their friends and families. 

These numbers are pretty remarkable, especially at a time where “cancel culture” is on the rise and consumers won’t hesitate to abandon a person or company who disappoints them. Not only will a strong purpose get your brand more loyal customers that will advocate for you during the good times, but it can even keep them by your side in the event of a misstep.  

Although the demand for companies that give back is increasing, shopping ethically isn’t exactly a new concept. The biggest reason that brands are shifting so quickly to align with a mission is because with information so readily available to today’s consumers, they have more power — and opinions — than they used to have. 

## Reviewers with a mission  

Given the recent uptick in these trends, we took a deeper look into how often people mention these themes in the reviews they write on Trustpilot, and how that’s changed over time. 

When we look at the amount of times customers are mentioning *mission*, *ethical*, *company values*, and *brand values* in their reviews the numbers have skyrocketed from 2017 to present day. 


A comparison of the number of times the terms mission, ethical, company values, and brand values were used in customer reviews on Trustpilot

Mentions of purpose and mission in reviews during the last two years

When we look at our review data from 2019-2021 compared to 2017-2019, there’s almost three times (or 174% more) reviews mentioning these themes than there were just four years ago.


Mentions of purpose and mission in reviews during the last year

174% is already a pretty big jump in a short time, but take a look at the totals for the 2020-2021 vs. 2019-2020 – the number has almost doubled. The amount of reviews containing these terms is only speeding up, not slowing down. 

These trends point to a change in the way people shop and review their experiences, with more and more of them highlighting the missions of the companies they shop with. 

## Takeaways to make your company more mission-driven, no matter your industry

Your company doesn’t need to be completely centered around one mission for you to take advantage of these trends. There are plenty of smaller ways to align your brand with a mission. 

When the Zeno Group surveyed consumers around their beliefs on companies with purpose, they found that while 94% of consumers said purpose was important for brands, only 37% believed companies today had a clear and strong purpose. 


Consumers say purpose is important

This discrepancy points to a big opportunity for brands to align with a purpose and make sure their customers know about it. Let’s look into some of the changes you can implement to start making a difference in a way that’s authentic and true to your company’s ethos — because the only thing worse than having no mission at all in your customers’ eyes, is being performatively ethical. 

LooseHeadz is a clothing brand raising awareness of mental health. All the money raised by their foundation is used to help tackle stigmas around mental health. 

Looseheadz customer review

### 1. Give back to charities or nonprofits.

This is probably the easiest way for companies to get involved with a mission or purpose. Partnering with charities or nonprofits and giving a percentage of proceeds helps your employees feel more engaged at work and it helps customers want to shop with you. 


For every pair of socks purchased, Stand 4 Socks donates a pair to a homeless person

Stand 4 socks customer review

And you’re allowed to get creative here. If giving a percentage of all of your proceeds seems too intimidating at first, you can start by doing it for certain products or for a limited time. 

If you’re a local business, you can partner with local charities or an organization that will really help your community right at home. It’s better to start small and build on it than not have a mission at all. 

Just make sure your actions speak louder than your words.

### 2. Make sustainability your mission.

Are there impactful ways that your company strives to be more sustainable? If you’re creating your products in real sustainable ways – or there are ways to do this that you’ve been considering – commit to more sustainable production and operations and then make that a part of your company’s brand messaging and value proposition. 


Bristle is an eco-friendly bamboo toothbrush subscription

Bristle customer review

### 3. Always be authentic and transparent about your purpose 

Today’s consumers have more information than ever before at their fingertips and they’re extremely savvy. If a cause is super important to them, you can rest assured that they’ll [do their due diligence](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation") and look into your commitment to that cause before buying with you. Misleading the public about being committed to a cause without actually helping will never work out for you. 

[Greenwashing](https://www.trustpilot.com/blog/trends-in-trust/greenwashing-and-other-lies "Greenwashing and other lies") – or any other type of behavior like it – is worse than not having a purpose at all. Don’t over inflate claims about how you’re helping, even a little bit. Chances are it will come back to haunt you. 

### Don’t be afraid to be vocal about your mission

As long as you’re being honest and transparent about your mission, you shouldn’t be afraid to be vocal about it. However you decide to support a cause it’s important to get the message out so your customers [know what they’re helping to support](https://business.trustpilot.com/reviews/build-trusted-brand/the-rise-of-belief-driven-buying-3-ways-to-protect-your-online-reputation "The rise of belief driven buying") and you can attract new customers that are passionate about that cause. 

Women’s Bean Project is a transitional employment program that hires women who are chronically unemployed and teaches them to work by making nourishing products. They sell various food products and ship right to your door. 

Women's Bean Project customer review

Shoppers are also inundated with repetitive marketing copy constantly, so putting a focus on how you’re helping make the world a better place can be a welcome break from promoting more of your products. 

### 5. Speak up on social issues and injustices – but tread carefully

Many consumers do want brands speaking up on the issues they care about, but in an increasingly polarizing world it can be difficult to do this effectively. 

In our opinion, it's best to focus on the issues you believe your customers will all want to get behind.

## The future of purpose-driven businesses 

By now it should be clear that ethical businesses are less of a passing trend and more of a lasting paradigm shift — and that’s a good thing. But what does the future hold for those businesses that are walking the talk of their brand values?

### Ethical brands will embrace human rights and environmental causes over politics  

It will be increasingly difficult to cater to customers on both sides of the political divide. Brands will walk the line of supporting causes that truly matter, but also won’t  alienate portions of their customer base. 

There are brands – like Ben & Jerry’s – that have been able to support overtly political causes, but for most brands this will be harder to pull off with grace and authenticity. We believe it's best to focus on the issues that will resonate most with your customer base.

Ben & Jerry’s uses their platform to put focus on criminal justice reform and defunding the police, a divisive topic in the US 

Ben & Jerries focuses on criminal justice reform

### Consumers will view purpose as a necessity for businesses, not just a bonus 

It’s hard to imagine a world where the consumer desire to spend their money with companies that give back is going to slow down. This trend is all but sure to increase even more quickly. Adopting some sort of purpose or mission – no matter how big or small – can go a long way in making sure you stay ahead of the curve as this happens. 

Because of this, finding a way to align your brand with a mission or purpose will help you attract new customers and help your current customers feel more excited about shopping with you. It will even help [keep your employees happier and more engaged](https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2020/purpose-driven-companies.html "Purpose-driven companies"). And the more companies adopt these kinds of purpose driven practices, the more we’ll improve the world around us. 

Click here to learn more about some of the mission driven companies on Trustpilot

Trustpilot consumer insights: Companies that give back and consumer expectations on building a better world

The importance of consumer conversations Trustpilot

In this article, we take a deep dive into the importance of conversational intelligence, and why it could be the best way for your brand to stand out from the competition as we continue to move to a more customer-centric world.

In 2020, a Trustpilot and Canvas8 study found that global trust had recently declined by [11%](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust). And given how much the world has been through in the last year, it’s safe to say that customers are more skeptical and unsure of who to do business with. With that in mind, a trusted brand is one of the most valuable assets a business can have.

How consumers perceive your brand matters a lot, and how they talk about your brand both online and offline can alter your brand’s image and directly affect your reputation. That’s why brands are publicly engaging their customers in conversation more than ever before.

To better understand the state of [conversational intelligence](https://www.kornferry.com/insights/articles/what-conversational-intelligence) in 2021, Trustpilot partnered with Talkwalker to survey over 1,000 industry professionals. The resulting State of Conversations Report found that 82% believe that the pandemic has changed their understanding of consumer conversation. 

In this article, we’ll take a deep dive into the importance of conversational intelligence, and why it could be the best way for your brand to stand out from the competition as we continue to move to a more customer-centric world.

## Why are consumer conversations so critical in 2021?

### 1. Consumers could be talking about your brand without you even knowing it

It’s no secret that today’s shoppers do their research before buying online. And with the power of the internet available to all consumers out there, review platforms and social media have truly become a crucial part of the buying experience for so many consumers out there.

In the State of Conversation Report, we found that 18% of industry professionals admitted their organization only analyzes and monitors conversations through a unified platform. By doing that, brands could be missing a huge opportunity.

The same report also found that social media and review websites are currently the top two channels where brands interact with consumers and customers.

top 3 channels for brands interactions

If you’re not already conversing on these channels, consumers could be talking about your brand without you knowing it – and in 2021, brands simply can not afford to miss out on consumer conversation.

### 2. Shoppers expect brands like yours to engage with them

In a world of viral marketing and social influence, consumer conversations really have the power to make or break businesses. If you’re willing to take time out of your day to engage with a brand online, it’s likely because you’ve had an unsatisfactory experience. 

A Review Trackers study found that a consumer is [21%](https://www.reviewtrackers.com/reports/online-reviews-survey/#:~:text=A%20consumer%20is%2021%20percent,experience%20than%20a%20positive%20one.&text=According%20to%20our%20data%2C%20more,3.48%20percent%20in%202018%20vs.) more likely to leave feedback after a negative experience than a positive one. And in the midst of the COVID-19 pandemic, consumers have turned up the volume: they're telling brands what they need and expect, and brands who do not adapt will inevitably get left behind. 

In 2019, a Trustpilot consumer survey highlighted that [88%](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect) of global consumers engage in consumer conversations with brands in order to fix an issue they might have encountered during their journey, and 61% expect a company to publicly comment on their feedback.

That same Trustpilot study showed that more than 2 in 3 people who were unsatisfied with a company’s engagement admitted they wouldn’t shop with that establishment again, and half would warn others to stay away from the company too. But more than half of customers who felt their comment had been responded to appropriately said they would shop with the brand again.

For [25% of people](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect), how well companies respond to criticism can even help transition them from detractors to customer advocates.

As the face of retail continues to evolve and customer service continues to be a key differentiator, consumers’ expectations are higher than ever before.

Shoppers aren’t just leaving online feedback for the company to see, they expect brands to respond and engage with them.

### 3. Consumer insights can help your business identify areas of development

Today, a successful customer experience strategy should be enjoyable from the customer’s point of view while also leading to sales. Building great customer experiences means investing in your own customers, and making sure their journey is seamless, from the top of the funnel to checkout. 

That’s why understanding your consumers' needs and wants has become key to any company’s success. In a world where consumers are looking for more than just products and services, the most successful brands out there must be able to create customer-centric experiences by engaging and listening to customers in order to collect actionable insights, and identify gaps and areas of development.

The recent Talkwalker survey found that 50% of people surveyed admitted that access to insights from consumer conversations are currently still limited to a specific department within their organization. 

Every brand should consider sharing insights from consumer and customer conversations with the rest of the business, as recommended actions can truly amplify the company’s performance and growth.

When shared with the right teams, consumer insights can help identify areas of the business which could be improved in order to convert more, improve customer satisfaction, and boost retention.

## Why every brand should invest in consumer conversations

From social media platforms to online reviews, consumer and customer conversations are happening everywhere, whether you’re engaging in them or not.

Speaking and listening to consumers can help any brand build trust, protect their reputation and improve the quality of customer experiences they deliver. Doing all of the above thanks to consumer conversations can help ensure a business truly is future-proof.

Any brands who do not engage with their consumers and customers to learn, improve and innovate could get left behind. 

Why risk it?

Find out how you can make the most of conversational intelligence – download Talkwalker’s brand new report below:


Why engaging in consumer conversations can help you build a trusted brand

Boost SEO with trustpilot product reviews

Trustpilot’s easy to use Product Reviews SEO TrustBox widgets can push you to the top of organic search results and help you get Rich Snippet stars in just days, with a simple copy and paste of code. Here's how to get started.

No waiting around for months. No complex coding. The best solutions are often the simplest solutions.

The benefits of Product Reviews are just a few clicks away. Copying and pasting a code onto your site has never been this easy before.

## So, how does the Product Review TrustBox work?


Product review trustbox example

The first step to improve your SEO performance with Product Reviews is to add your Product Reviews TrustBox's schema markup (a simple code) to the applicable product page(s) of your website.

You can find out more about implementing the code [here](https://support.trustpilot.com/hc/en-us/articles/231993108-Get-review-snippets-using-product-review-TrustBoxes-).

From there, your Product Reviews will be indexed directly on your product pages, and displayed in the Product TrustBox. Within the next 30 days, Google should start noticing the fresh content on your site and begin indexing it. The high frequency of keyword-rich content in your Product Reviews will show Google that you are an authoritative website. 

Google loves fresh, relevant content like this. [That's why your product reviews can help:](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo):

- Boost your overall SEO performance
- Generate Review Snippets for your products in Google search
- Increase your keyword reach
- Increase your visibility and help you stand out from your competitors.

Islandsurf.com's product pages show up as rich snippet results in organic search

## The benefits of collecting Product Reviews


Royal mail product reviews trustbox

But for all of this to work, you'll need to start collecting Product Reviews. 

It’s simple to start using them alongside your service reviews. [Product reviews can help you](https://business.trustpilot.com/guides-reports/get-seen-in-search/how-to-use-seo-to-build-your-ecommerce-reputation):

- Create social proof to [increase conversions](https://uk.business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230) 
- Learn what customers truly think of your products
- Make customer-centric improvements to your products
- Add trust signals at key points of the buying journey.

## I already have my own product reviews – what can I do to boost my SEO performance?

If you're collecting your own Product Reviews, or collecting them via another review platform, you can [import your existing Product Reviews](https://support.trustpilot.com/hc/en-us/articles/215107148-Import-third-party-product-reviews-to-Trustpilot) to Trustpilot. 

The Product Reviews TrustBox will display your old Product Reviews as well as your new ones, collected using Trustpilot. You can gain SEO benefits and Review Snippets from both. 


Product review TrustBox on-site

So if you aren’t seeing any SEO benefits from your current review platform, you might want to look into [the importance of collecting reviews via a Google Review partner](https://business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software).

If you'd like to find out more about transferring to Trustpilot to boost your SEO performance, or starting your Product Review collection on our platform, you can [request a free demo here](https://business.trustpilot.com/request-demo).

Alternatively, if you'd like to try our platform for free before you speak to any of our review experts, why not sign up for a free Trustpilot account below? It's quick and easy.

How to boost your SEO with Trustpilot's Product Review TrustBox

How to calculate Google Seller Ratings effect on Adwords CTR

How to calculate Google Seller Ratings effect on Google ads CTR

Google Seller Ratings can dramatically improve the ROI of your paid search campaigns by boosting CTR and lowering CPA. This article will show you how to calculate, track, and visualize how your ads perform with GSRs.

But how can you calculate the value of Google Seller Ratings?

The Google extension __can [boost your text ads’ click-through rate](https://instapage.com/blog/google-seller-ratings) by up to 10%__, which can make a big difference to any company battling with their competitors on Google ads.

For an optimized Google Ads campaign running with a decent budget, just increasing the CTR by 1% can generate a lot of money in additional revenue, and can also lead to significant savings when Google’s bill comes around.

In this article, Søren Sieg Jensen, Partner and CTO at Cykelpartner, will explain how to calculate the effect of Google Seller Ratings on Gooogle ads click-through rates. Additionally, f you'd like to learn more about how Cykelpartner used Trustpilot to reduce their CPA in Google ads, [check out their success story here.](https://business.trustpilot.com/customer-stories/health-sport/cykelpartner-reduces-google-ads-cpa-by-11-percent-with-trustpilot-reviews)

## So, what are Google Seller Ratings?

Google Seller Ratings (GSRs) is an automated Google Ads extension that was created to demonstrate that other people trust your business and have had a positive experience with you. It’s an essential component to any business that values an online search presence and has been known to improve performance.

Trustpilot for Google Seller Ratings

Google Seller Ratings Example 

Google Seller Ratings are displayed in text ads in Google ads, Search Network campaigns, and on Shopping Ads in Google Shopping.

[Find out more about Google Seller Ratings here](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

## How effective can Google Seller Ratings be for your company?

A 10% increase in CTR is quite the increase, so the question is: can you achieve a whopping 10% CTR increase too? And how can you track it? What results can you expect to get?

We worked with Søren from Danish Cykelpartner.dk to calculate and track the impact of GSRs on Google ads.

In this practical how-to-guide, we'll show you how to calculate the impact of Google Seller Ratings on your Google ads' performance.

### 1. Ensure you have Google Seller Ratings

If you acquire Google Seller Ratings, reviews will show when you insert your domain address (no www.) below:

https://www.google.com/shopping/seller?q=YOURDOMAIN.COM .

Please note: This page will be blank until you qualify for Seller Ratings.

If you're unsure how to acquire Seller Ratings, [you might find this article helpful](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100).

### 2. Select a campaign in Google ads

Billede-1

Campaign in Google Ads

Billede-2

Ads extensions in Google ads

## 4. Click on “Automated extensions” and look for “Seller Ratings”

Click “View: Automated extensions report” and look for “Seller Ratings”

Billede-3

Automated extensions in Google ads

Not all campaigns will have Seller Ratings. If you can’t find it in a campaign, please try and check another.

## 5. Data clean up: Separate ads with and without Seller Ratings

The overall campaign data contains a mix of data from ads with and without Seller Ratings, so you should use a spreadsheet to calculate any difference there might be between the two types of ads.

We provided a free template for you to use to calculate your GSR performance:

- [Excel file (download)](//assets.ctfassets.net/b7g9mrbfayuu/f6vqc8BqScQaEIwqCa6KK/5a6f58b12bc33d5b9e6da977eff88e43/Trustpilot___Cykelpartner_-_How_to_calculate_Google_Seller_Ratings_affect_on_Adwords_ads__1_.xlsx)

Place the data from your “Total – all ad groups” into the top row:

Separate ads with and without Seller Ratings

Data from total ad groups

Insert the “Seller Ratings” data into the Seller Ratings row.

Type the “Seller Ratings” data into the Seller Ratings row

Billede-5

Seller rating data 

Once these steps are completed, your spreadsheet will automatically calculate the performance of ads without Google Seller Ratings, the difference between the ads with and without Seller Ratings, and ultimately, the impact of Google Seller Ratings on your ads.

Please note: Our spreadsheet and how Google ads calculates CTR, CPC, Conversion Rate and CPA can differ slightly as the tools use different amounts of decimals when making the calculations. So please expect minor discrepancies when comparing your spreadsheet's results to the Google ads numbers.

### 6. First results

download (7)

The results

This Cykelpartner.dk campaign saw their click-through rate decrease by 4.45%, and their CPC increase by 7.04%. 

However, more importantly, their conversion rate jumped a massive 34.66%, resulting in a substantial overall 20.51% decrease in cost per conversion/acquisition (CPA) on the ads with Google Seller Ratings.

Ultimately Google Seller Ratings provided Cykelpartner.dk an average 11.42% decrease in CPA, which saved them more than €40.000/yearly. However, please note that every company's experience will be different.

### 7. Calculate your Google Ads performance

We strongly recommend entering data from five different campaigns to get an average which can be used to calculate the impact of your Google ads based on your yearly spend for that channel.

The spreadsheet should automatically calculate this if you input your yearly Google ads spend in the bottom of the spreadsheet.

Please note: If you see a positive number, it means that Google Seller Ratings are saving you money. If you see a negative number, then it means that the extension is costing you money.

## Accounting for differences in campaign results

Cykelpartner.dk saves +€40.000/yearly with Google Seller Ratings. But what if you have different results, or worse, negative results? 

Here are a few tips to ensure you’re tracking everything correctly:

- Have you looked across a representative number of campaigns for your account? For some, five campaigns is not enough as results can vary greatly and some might have a negative impact, but overall, it should be positive.
- Know your competitive environment. Do your competitors have better Seller Ratings and/or more reviews than you?
- Did your average ad position drop on ads with Seller Ratings? This can, of course, affect the ad performance.

### Making the most of Google Seller Ratings

Consumers have an abundance of choice today and this requires quick decision-making and adapting to a new consumer environment for businesses. If your competitors have better Google Seller Ratings or more reviews than you, they might be beating you to the sale. If that’s the case, the way to get ahead and get more reviews and a better rating is by improving your review collection, as well as your overall service.

Most businesses have an abundance of happy customers, but don’t proactively invite them to leave reviews. Collecting customer feedback through a Google Seller Rating [qualified review platform](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) can make a huge difference.

Proactive collection will lead to a higher quantity of reviews. It also offers a better representation of your company. Remember, an unhappy customer will always find a way to make their voice heard, so it’s up to you to make sure you’re giving your happy customers a platform to share their experiences as well.

Reviews aren’t only beneficial for your potential customers – many of our clients have realized that reviews power benefits like Google Seller Ratings, which can accelerate click-through rates, conversions, and revenue. 

Reviews can also be used to improve traffic, on-page conversions, and build trust in all of your marketing campaigns. Google Seller Ratings are just the beginning!

To find out more about the power of reviews, check out Trustpilot's Complete Guide below.


Impact of GSRs on click-through rate

How to calculate the impact of Google Seller Ratings on your click-through-rate

wom vs seo main image

Trustpilot word of mouth and SEO guide

Word of mouth and SEO are more trustworthy alternatives to advertising, but which one is more effective? Take an in-depth look at some pros and cons for each

A recent ClickZ study found that a staggering 84% of millennials [don’t trust traditional advertising](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/ "84 percent of millennials don't trust traditional advertising") and a study by Credos found that favorable opinions of advertising have [dipped as low as 25%](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation"). 

As traditional advertising becomes less and less effective, brands must turn to different ways of attracting new customers. Two of the most effective strategies available are SEO and word-of-mouth marketing because they also exist for the benefit of consumers, not just brands. 

Regardless of what brands are up to, Google’s goal is to [serve the most relevant results](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019?refresh=2020 "Why does Google care if your business has online reviews") for that searcher — and customers leave reviews to help other shoppers have better experiences. 

And while the main similarity between both marketing channels is that they share an organic quality that’s intuitive to consumers, there are many differences — and it can be challenging for brands to figure out which approach makes the most sense for them. 

## Help your target audience find you with good SEO

Did you know that 67.6% of clicks on the first page [come from the first five search results](https://www.impactplus.com/blog/seo-statistics#:~:text=70%25%20of%20marketers%20see%20SEO,their%20top%20inbound%20marketing%20priority. "31 SEO statistics for 2021 and what they tell us")? And that 53% of all of all trackable website traffic [comes from organic search](https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf "Channel report 2019")? That represents a huge amount of market share you could be winning from your competitors by putting more of a focus on organic SEO. 

Brand visibility is one of the biggest benefits to SEO. And – unlike word-of-mouth – you’re not relying on others to get the word out about your brand. Google is typically the first place someone starts when they’re searching for a product or service, so the higher you are on the first page of search results, the more eyes you’re going to get on your site. Which [translates into more sales](https://www.searchenginejournal.com/why-seo-is-important-for-business/248101/#close "12 reasons why your business absolutely needs SEO") for your brand. 

There are a few added bonuses as well. Because user experience on your site is such an important factor for Google’s rankings, part of good SEO is improving your site experience so that you can rank well in search. This means a better experience for your site’s visitors, and [higher conversion rates](https://www.wordstream.com/blog/ws/2018/03/29/ux-conversion-rates#:~:text=Video%20on%20Landing%20Pages,lot%20of%20text%20to%20absorb.&text=Studies%20show%20that%20using%20videos,a%20page%27s%20UX%20is%20improved. "6 powerful ways UX can affect your conversion rates") for you. 

SEO is brand awareness in its most effective form because if all goes to plan, your page will appear for searchers with the right buying intent. The higher you rank for exactly what they’re looking for, the better the chance they’ll land on your site. This is what makes SEO so valuable, even though it can seem complex and challenging. 

### Organic SEO builds trust with customers

One of the biggest things to remember about organic SEO – and this is both a pro and a con – is that results are not quick. It will take time. But as frustrating as this is, it also means that once you’re ranking well it’s challenging for your competitors to come in and take your spot.

Consumers aren’t stupid. Organic SEO builds so much trust with them because they understand that it’s in Google’s best interests to show them the best search result for that specific search term. Ranking well in search helps them find your business in a quick and natural way, without them feeling like they’re being marketed to. 

## Let your happiest customers do the talking for you

There are many different types of word-of-mouth marketing. Essentially, anything that has your customers talking about your brand is word-of-mouth. This can include influencer marketing, customer reviews, and even old school face-to-face conversations. 

Just like with organic SEO, the stats around word-of-mouth are pretty compelling. 74% of consumers [identify word-of-mouth as a key influencer](https://www.google.com/url?q=https://www.adweek.com/performance-marketing/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/&sa=D&source=editors&ust=1620229454681000&usg=AOvVaw3-PBeHN5Dj4JweQACyRN5i "Behold the power of word of mouth") in their purchasing decision and 85% of website visitors [find visual user-generated content more influential](https://www.adweek.com/performance-marketing/why-consumers-share-user-generated-content-infographic/ "Why consumers share user-generated content") than brand photos or videos. And that’s just the beginning in terms of [word-of-mouth’s effectiveness](https://www.getambassador.com/blog/word-of-mouth-marketing-statistics "40+ word of mouth statistics you should know"). 

Reviews are one of the easiest ways to implement a word-of-mouth marketing strategy, especially if you’re [automating review invitations](https://business.trustpilot.com/features/review-invitations "Review invitations | product features") every time someone makes a purchase. This ensures that you have a lot of [user-generated content](https://business.trustpilot.com/reviews/build-trusted-brand/a-beginner-guide-to-building-brand-loyalty-with-user-generated-content "A beginner's guide to building brand loyalty with user-generated content") to highlight throughout your customer journey and that your mix of customer reviews are an accurate representation of how your customers feel. 

The biggest benefit to collecting reviews is that they have a wide range of uses for your business. Showcasing them throughout your customer journey can [seriously improve your conversion rates](https://business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230 "How Ann Summers used product reviews to increase sales by 230%"). They contain powerful consumer insights that can help you [improve your customer experience and increase your revenue](https://business.trustpilot.com/reviews/learn-from-customers/turning-reviews-into-revenue-how-to-get-insights-from-your-feedback "Turning reviews into real revenue with consumer insights"). And they’re a great way to [build your online reputation](https://business.trustpilot.com/reviews/build-trusted-brand/4-reasons-why-every-business-needs-online-reputation-management "4 reasons why every business needs an online reputation strategy"). 

One main factor that differentiates word-of-mouth from SEO is that you can see results pretty quickly. When you’re looking at reviews and conversion rates, all you need to do is A/B test pages on your site after adding reviews and within a few weeks you should be able to see what your new conversion rates are. 

### Word-of-mouth marketing and SEO go hand-in-hand

But there’s one more big impact reviews can have on your business that might surprise you. Reviews can actually [improve your SEO](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to marketing with customer reviews"). Although these two strategies may not seem to have much in common, they’re more connected than you might think. 


Islandsurf.com rich snippets

One of the biggest impacts reviews can have on SEO is [qualifying you for rich snippets](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo "How to improve your organic SEO with rich snippets") in search by including product reviews on your site. And rich snippets don’t just make your site look nice in SERPs – they [can increase your organic traffic by 30%](https://searchengineland.com/seo-featured-snippets-leads-big-gains-236212 "SEO for featured snippets") and [increase your revenue from organic traffic](https://www.perficient.com/insights/research-hub/featured-snippets-guide "Featured snippets resource center") by 677%.

## Word-of-mouth strengthens all of your marketing and advertising

Although SEO and word-of-mouth have many differences, the one thing they have in common is that both of them help you build trust for your brand with new shoppers more authentically than advertising does. So – if you’ve been asking yourself if word of mouth is better than SEO – to build trust with your customers, SEO and word-of-mouth actually work best hand-in-hand. 

For most brands, it’s worth focusing on these two strategies instead of funneling all of your budget into advertising that might come across as – well – exactly that. It might be tempting to look at this cynically and see these two strategies as no better than advertising. After all, you’re still just trying to sell a product or service at the end of the day. But that couldn’t be further than the truth. 

Focusing on these two strategies forces you to actually focus on what your customers need  – helping Google show your brand to people who are actually looking for your product, and ensuring your customer experience is so good that your customer reviews can convert new customers. 

The key is to make it easier for customers who are already looking for your products — not to try and sell your business to the people who aren’t. 


Featured articles

How to use reviews to boost sales this Black Friday

Trustpilot Consumer Insights: Buying habits to know for a successful festive season

Meet the new Trustpilot business experience

How Google Shopping and Trustpilot work together to support rapid business growth

Get Seen in Search

How to boost your SEO with Trustpilot's Product Review TrustBox

How to calculate the impact of Google Seller Ratings on your click-through-rate

Is word of mouth better than SEO? A side by side look at more trustworthy advertising alternatives

Build a Trusted Brand

What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC

Trustpilot consumer insights: Companies that give back and consumer expectations on building a better world

Why engaging in consumer conversations can help you build a trusted brand

Turn Browsers Into Buyers

3 Personalised email campaigns to increase conversions in December

4 Ways to propel your eCommerce store forward this holiday season

9 Proven ways to use reviews to smash all sales records this Q4 and beyond

Learn From Your Customers

What types of metrics measure customer satisfaction?

What are consumer insights and how do I use them? An introduction

Review Insights: Using the wealth of insights in your customer reviews to better your business

Inside Trustpilot

Announcement: Trustpilot lists on the London Stock Exchange

Our trust promise

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Get Seen in Search

How to boost your SEO with Trustpilot's Product Review TrustBox

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Build a Trusted Brand

What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC

Trustpilot consumer insights: Companies that give back and consumer expectations on building a better world

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Turn Browsers Into Buyers

3 Personalised email campaigns to increase conversions in December

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9 Proven ways to use reviews to smash all sales records this Q4 and beyond

Learn From Your Customers

What types of metrics measure customer satisfaction?

What are consumer insights and how do I use them? An introduction

Review Insights: Using the wealth of insights in your customer reviews to better your business

Inside Trustpilot

Announcement: Trustpilot lists on the London Stock Exchange

Social proof in email marketing is easier than ever with Trustpilot’s Klaviyo integration

Our trust promise