How a Trustpilot plan upgrade helped The Insurance Surgery improve customer trust and transform conversion rates
Problem
After starting out on their introductory package with Trustpilot, The Insurance Surgery needed to expand the potential of the thousands of reviews and their 4.9 TrustScore
Solution
An upgraded plan with Trustpilot provided seamless integration with HubSpot and gave them access to a wider variety of marketing and website assets
Result
Trustpilot profile visits increased by 16% and conversion rate increased by 30% after adding on-site widgets
About The Insurance Surgery
The Insurance Surgery exists in a unique corner of the industry as a specialist life and protection broker, assisting those with medical conditions, hazardous occupations, and extreme sports participation.
For over twenty years, the company expanded from a life insurance broker for Crohn’s disease patients to helping customers with 548 different medical conditions and serving more than 85,000 people.
They offer life insurance, critical illness coverage, income protection, private medical insurance, and business insurance. The Insurance Surgery also assists ‘uninsurable’ customers who have been declined life and protection insurance.
“It's a really important financial solution for these customers. I don't think many people truly understand how important it is to get right because ultimately it's a significant amount of money at the worst time of anyone's life,” says Charlotte Harding, Business Partnerships expert at The Insurance Surgery.
“The biggest advantage of using Trustpilot is that we actually generate customers through the Trustpilot website, which has been brilliant. Since May 2024, we've also seen, thanks to adding the reviews onto our website via TrustBox widgets, a 30% increase in conversions from these.”
30%
Since adding widgets to their website, their conversion rate has increased by 30% overall.
16%
Customer traffic to their website has increased since May 2024, and Trustpilot profile visits have also increased by 16%.
1.5%
Since starting to use Trustpilot Email widgets in April 2023, The Insurance Surgery has seen email click-through rate increase by 1.5%
Building customer trust and conversion rates with Trustpilot reviews
In 2023, The Insurance Surgery Team saw an increase in visitors to their Trustpilot profile, usually before they made a final decision in their purchase journey.
To take advantage of this new engagement, the team needed a more streamlined way to display reviews on their website and across the purchase journey. So, they upgraded their Trustpilot plan.
The company also updated its website and saw an opportunity to place Trustpilot TrustBox widgets on multiple new website pages.
“We use either the Micro Combo or the Drop-Down widgets to showcase reviews,” says Charlotte.
This decision increased customer traffic to their website, and Trustpilot reviews extended to the post-purchase journey.
“The customer takes out a policy and, three days later, they receive an automated email requesting a review of their experience. After 14 days, the customer receives a follow-up email requesting an updated review,” explains Charlotte.
The process resulted in a higher-than-industry-standard conversion rate of responses to invitations, currently running at over 15%.
“We're actually looking at our marketing strategy and Trustpilot will play a massive role in this. It always does, anyway. But we'll be putting it through all our communications, especially social media. So whether it’s a customer review or just the Trustpilot logo and our star rating, it will run through everything,” adds Charlotte.
Improving engagement with TrustBox widgets
In addition to including TrustBox widgets like Micro Combo and Drop-Down, the company also added Trustpilot’s Email widget to all email marketing communications with customers. Plus, the Trustpilot logo is featured in email signatures via the TrustBox Signature widget.
“The Trustpilot HubSpot integration with our CRM saves so much admin time because emails are auto-sent. There's no hassle with downloading reports and uploading them to the platform. It's all automated. So it's really quick and simple for us, we don't even need to think about it. It's all set,” says Charlotte.
Trustpilot’s Email widget is included in all pre and post-sales communications to give customers an always-on opportunity to review their service.
“Since starting to use Trustpilot Email widgets in April 2023, we have seen our email click-through rate increase by 1.5%,” says Charlotte. Beyond email, Trustpilot appears on social media and in ad promotions, adding customer reviews and their ‘Excellent’ star rating within each graphic. This resulted in a 5% boost in click-through rates.
Looking forward
As specialist brokers dealing with critical health conditions and extreme life choices, it was vital to showcase their image as trustworthy service providers for their customers, who experience both the highest highs and the lowest lows.
Unsurprisingly, they take customer feedback very seriously and have worked to improve internal processes and industry standards based on customer experiences shared in reviews.
“Every month, we get together as a management team, and we review Trustpilot data and customer reviews. We also send standout reviews to the broader team and always look at what customers have to say about our levels of service and how we can improve. What we see are the medical conditions that we've been able to help with specifically, which allows us to generate information and push for fairer decisions within the insurance industry on these medical conditions.
Via customer reviews, we can see which medical conditions are more prevalent than others that people are willing to speak about. We discuss these with working groups, such as the Protection Distributors Group (PDG) and new partners. So they're aware of what customers are saying,” says Charlotte.
Trustpilot will keep fueling The Insurance Surgery’s mission to provide insurance and peace of mind to their customers. “Without Trustpilot, we would be missing the ability to communicate and publish the incredible reviews we get from customers and therefore be unable to generate more customer engagement and revenue,” says Charlotte.