5 Trust-building tactics any brand can learn from CardsDirect's review strategy

Tuesday, July 30, 2019

We sat down with the team to learn how CardsDirect used Trustpilot reviews to help grow not one, but three highly trusted brands, and uncover some of the trust-building secrets behind their glowing online reputation.

Today we share five takeaways that we hope will inspire any business to start using transparency, openness, and reviews to attract and retain more customers.

1. Your About Us page is the perfect place to share an open and transparent brand mission statement.

We live in a time where 54% of shoppers say they don’t trust brands. But with three distinct trusted brands, we’ll take it from CardsDirect that trust begins with how you communicate as a business.

It might seem like a no-brainer, but the opportunity to share your brand story on your About Us page is not one to be missed. It’s prime brand-building real estate, and a perfect opportunity to kindle a relationship with your customers.

If you need inspiration, look no further than the About Us page of CardsDirect, where they come right out with their commitment to hands-on customer service and satisfaction, even in the internet age where it can be shockingly easy to hide phone numbers and effectively avoid customers.

Why is this so important? According to consumer research from KPMG, shoppers are most likely to trust a business that makes it easy to contact people at the company.

On top of using their About Us page to make their contact information crystal clear, CardsDirect goes a step further with transparent communication by explaining how they’re able to offer such good prices on their products.

Recent research from Trustpilot shows that 83% of consumers find it easier to trust a company when it’s transparent about how it sources its products, so it’s a great idea to share this kind of information not only on your about page, but across your product pages as well.

Lastly, because they tend to be designed with SEO in mind, your About Us page is likely to show up in search results when new shoppers Google your brand. And with 62% of customers researching a company they’re unfamiliar with, it’s a great idea to set yours up to be a source of helpful information — that also represents the values of your brand.

2. Decide on a review collection strategy to create a feedback loop with your customers

By now it’s well established that reviews are one of the most effective ways to communicate your trustworthiness to potential customers. But how do you begin building up this super effective form of social proof?

We recommend coming up with a review collection strategy, that allows you to automatically send review invitations to your customers at the perfect moment in the shopping journey.

And before you imagine crickets chirping, or worry that people only leave reviews about awful experiences — think again. Trustpilot research has revealed that shoppers write reviews for a whole range of reasons:

  • Venting frustrations about a negative experience
  • Spreading the word if an experience with a brand was positive
  • Wanting to be recognized or acknowledged for having certain knowledge or taste
  • Feeling like part of a community and wanting to give back

But perhaps most interestingly, this study also revealed that shoppers also leave reviews simply because they feel a need to express themselves, and reviews empower them to do so.

The team at CardsDirect has caught onto the best way to empower their customers to leave reviews, and it’s as simple as asking them at the right time.

Rather than sending their customers an automatic review invitation once a customer has placed an order — which could certainly make sense for some businesses — CardsDirect has customized their review collection strategy to capitalize on the moment of delight for their business.

Translation: they only ask customers for a review once the package has been delivered safely.

And to close this customer experience feedback loop, the team at CardsDirect aptly sends a personal reply to each reviewer in the form of a handwritten card, often times personalizing the content of the written reply based on the review itself.

When you put a review collection strategy in place, online reviews go from a platform for the most satisfied (or disgruntled) customers, to a proactive communication channel between businesses and customers.

You just need to tap into it.

3. Your customers’ words have power, so highlight what they’re saying about your brand across the shopping journey.

Creating a feedback loop through online reviews is a fantastic start to customer centricity and overall satisfaction, but we’ve also seen brands use online reviews to directly grow their bottom line.

As it turns out, featuring reviews throughout the shopping journey is a high impact way to boost conversions.

In a time where online shoppers see a staggering 4,000-10,000 advertising messages per day, why not let your customers cut through the noise and play a larger role in sharing your brand’s values?

We couldn’t agree more, and there’s lots of social proof inspiration to be gleaned from how the team at CardsDirect puts their reviews to work.

They display customer reviews on their homepage: