How Dashlane used reviews to improve ROI
Problem
Dashlane didn't have a way to use reviews from past customers to build trust with future ones, and continue to grow its business.
Solution
Dashlane partnered with Trustpilot in May 2015 and quickly gained tons of reviews to back their reputation. The most impressive part? Over 97% of their reviews are 4 and 5-stars.
Result
Dashlane saw a substantial increase in ROI from paid advertisements, higher conversions from organic visitors, and an increase in upgrades.
About Dashlane
Dashlane, a leading password manager and 2015 Webby Award Honoree, has seen rapid growth as both businesses and consumers continue to put more of their personal and professional lives on the web.
As more personal data is stored online and personal and business data blend more than ever, the threat of identity hackers and security breaches is at an all-time high. Dashlane is the most secure password manager online, but this message was difficult to communicate to prospects. The only question that matters to people when looking to store their passwords is, “Can you be trusted?”
"It’s very important to learn the actual ins and outs of our product to find a way to communicate our trustworthiness quickly... and customer reviews with Trustpilot is how we do it."
90%
Of Dashlane's reviews are 4 and 5-stars.
14.5%
Increase in conversion rate, bringing more downloads, customers, and ROI from paid ads.
4.3%
Increase in downloads. Dashlane displayed Trustpilot widgets in different places on their website to test the impact on consumer confidence. The results showed that this was the optimal solution.
Building an online reputation and increasing paid search
When your business is storing sensitive personal data, consumer trust is critical to gaining new business. So Dashlane realized that they needed to build their reputation where their prospects are looking for it - online.
“A primary reason we partnered with Trustpilot was a reference from a new employee,” says David, Head of Organic Marketing at Dashlane. “The cost was fair and he said we’d make the money back in a second. And he was right. We looked at the performance after the first week and everyone said “oh wow!” and we’ve only seen the value and ROI multiply ever since.”
Dashlane partnered with Trustpilot in May 2015 and quickly gained tons of reviews to back their reputation. The most impressive part? Over 97% of their reviews are 4 and 5 star, proving their dedication to customer satisfaction once more.
In just a month, Dashlane gained enough reviews with Trustpilot to qualify for a Google Seller Rating extension on their ad campaign. This star rating was included in their PPC ads to differentiate their business and establish credibility even before someone visits their page. The results from this simple addition were dramatic, they saw a 93% lift in click-through-rates driving more traffic to their site.
Optimize email marketing and create a winning value proposition
Dashlane’s standard password manager is free so that everyone can enjoy the simple and secure solution. They also offer a premium version allowing users to sync across all devices and automatically back-up passwords. Getting free users to realize the value of their premium offering and upgrade is critical to their business.
Given this, Dashlane focused on creating a highly optimized email campaign, driving tons of upgrades. Yet they found they could improve performance even further by adding Trustpilot reviews. This additional 1% in click-through-rate is substantial given its already high performance.
It’s easy to see how a company with bad reviews can use customer feedback to improve their business, but what about a company with a near perfect rating? For Dashlane, the opportunity is clear: it’s an invaluable resource for learning the language their customers use to describe their offering and how they benefit from it.
“It's great to have a one-on-one connection with customers by responding to reviews,” says David. “But it's equally important that we pay attention to the language customers use when speaking about us. If our customers are repeating our language, then they understand our messaging. If they’re not, then we adopt their language."
“By doing this, we can better relate to the millions of people who could use our solution. That’s what’s most scalable about Trustpilot.”
To sum up...
Dashlane has seen a substantial increase in ROI from paid advertisements, higher conversions from organic visitors, and an increase in upgrades. All of which stem from simply using their stellar reputation with current customers to build trust in future ones.