Trustworthy reviews: How do competing platforms stack up?

Review platforms have the power to make a difference for companies and consumers alike. Trustworthy reviews help consumers cut through choice paralysis and they can help standout companies stand out. In this blog, we compare Trustpilot to its competitors.

Customers are getting frozen by the infinite shelf — countless choices, endless advertisements, a parade of brands doing and saying similar things. 

Practically every single industry is packed full of competitors jostling for position and consumer attention. For businesses, that means the margins for online success – or failure – are razor thin. 

__Review platforms have the power to make a real difference in this space for companies and consumers alike.__ Trustworthy reviews help consumers cut through choice paralysis and they can help standout companies *really* stand out. 

What should companies consider when assessing the potential power of a review platform?

- Customer-centric features that provide an easy, friction-free experience for writing and accessing reviews.
- The platform’s capacity to generate a real, tangible business impact.
- And most importantly – trust, transparency and visibility of the reviews themselves.

## How do we compare the review platforms?

When considering an online review platform, it’s common for businesses to initially focus on the technical feature set. Does the platform let them display reviews on their site? Can they communicate with customers that have reviewed them? How easy is it to invite people to leave reviews?

However, before all of that, it’s important to focus on what makes the whole thing work: __the transparency, independence and integrity of the platform and its reviews.__ You could be looking at the slickest, most intuitive, business-boosting review platform there is, but if these core fundamentals aren’t in place, then it will all be for nothing. 

This matters for both end customers and businesses. Businesses need assurance that the reviews they receive are genuine, accurate and acceptable (for instance, no abuse or personally identifiable information used). And customers need to know that business profiles are fairly run – no hiding of bad reviews, no fake reviews, and no paid reviews. 


the importance of non-perfect trustscores

At Trustpilot, we pride ourselves on knowing that when you see our name, you know those ratings and reviews can be trusted. But – like all industries online – we’re operating in a busy space, and it’s only right that we take a look at how the competition stacks up in terms of trustability. So let’s take a look at how three other review platforms fare: Feefo, Yotpo & Reviews.io.

## Feefo

Feefo is fundamentally different to Trustpilot. Trustpilot is a true ‘open’ platform, whereas Feefo runs what’s called a ‘closed’ platform. This means that, on Feefo, reviews can only be written by customers who are specifically invited to do so by the business. That means if you’re not invited to leave a review, you can’t leave a review. So why does this matter? 

At Trustpilot, anyone who has a genuine experience with a business can leave their feedback for the company to respond to. 

This ‘open’ approach means that a business gains a wider variety of consumer viewpoints. Yes, this means that a business might receive some negative reviews, but consumers are actually looking for a balanced report card. [*Very few* consumers](https://news.northwestern.edu/stories/2016/01/opinion-techcrunch-reviews#sthash.r0JVpjpg.dpuf) trust a business that only has glowing, five-star reviews, and will therefore be less likely to purchase.  An ‘open’ approach not only helps the business better understand its products and services, but is also more trusted by consumers.

Additionally, we don’t think that feedback should be limited to people who have bought something. For example, we think that the feedback from someone who decided not to buy something can be just as valuable to a business. 

To complement this, we also absolutely encourage businesses to invite all customers to leave reviews. Our transparent approach encourages businesses to automate their review invitations, meaning *every* customer is contacted for an open and honest set of responses. Furthermore, any reviews that are submitted in response to an automated invite is labelled as ‘verified’, as it has come from a genuine customer that the business has contacted. Just another trust layer for peace of mind. 

This openness resonates with consumers. Independent research from Sirkin Research showed that [87% of consumers in the UK and US find ads more trustworthy with the Trustpilot logo](https://business.trustpilot.com/marketing/trust-mark-research) and stars.

## Yotpo

Yotpo is another ‘closed’ platform, with a similar lack of openness to Feefo. With Yotpo, businesses hold all of the cards when it comes to who they invite to write reviews. Simply put, it isn’t an ‘open’ platform where an unprompted customer can log in and leave a review without being asked first. 

So the average consumer is unable to make an account, verify themselves and then begin to rate businesses they’ve engaged with. Here, businesses are free to only send links to particular customers. Whilst most businesses will act properly, there is always a risk that businesses are only sending out invites to those that they want to hear from. 

In contrast, at Trustpilot, we encourage businesses to invite all of their consumers to leave reviews, using a variety of methods. We also offer consumers the ability to leave unprompted reviews. We then mark these reviews as to how they were collected (invite, automated invite or unprompted), and mark reviews collected via automated invites as verified. 

This helps to nullify any potential biases in the reviews and overall scoring for a business.

It’s also a fundamental truth that business should know: that an honest profile – including reviews that have issues or constructive criticism as part of them – will land better with an online-savvy audience who know when something appears too good to be true. 

## Reviews.io

Reviews.io is an ‘open’ platform, where anyone can review a business, subject to the review being verified. And that’s a really strong tool in their arsenal. 

One notable aspect with Reviews.io is their blanket import feature that allows people to comb and shift reviews from other sites, combining them within the Reviews.io platform. Doesn’t sound all bad – but when these non-vetted reviews can affect and skew the overall score for a company, it casts serious doubt on the overall business score validity.

*Disclaimer time:* We also have an import feature for people that want to consolidate their review presence through Trustpilot. The crucial difference however is that these reviews are only for products, not service reviews, and notably, the imported reviews don’t affect the overall TrustScore. These product review ratings can only impact the product’s star rating, rather than the company’s TrustScore.

Another aspect where Reviews.io and Trustpilot differ is with the reviews themselves. When an issue is raised with a review, what happens? Striking the line between minimising undue fallout for a business and maintaining transparency throughout the review process is of the utmost importance. 

Whilst Reviews.io takes a review offline when it is being investigated and decides behind the curtain whether it remains or is deleted, we don’t agree with hiding contentious reviews while they’re being evaluated. Of course, reviews flagged for containing harmful, abusive or containing illegal content are swiftly taken down as part of the moderation process, but normal reviews that are being queried remain visible, with a clear marker next to them, stating that they are being investigated at the current time. 

## Shades of verification 

Now that we’ve examined the competition, a quick word on the Trustpilot approach: Trust is a cornerstone of our platform — that means providing radical transparency and openness, filtered through an important lens of verification. 

Businesses can set up verified profiles, backed up with proof that says they are who they say they are. This is then shared with consumers as an additional level of transparency. And we encourage the same for consumer profiles too; it’s not mandatory, but something we feel is important: trust goes both ways. Our Trustpilot community told us that this was something they wanted - they’re concerned about knowing whom to trust online, and are happy to provide reassurance for others by confirming their identity. This demonstrates that the reviews are from real people, providing another valuable trust signal.

On that note, businesses are given communication tools to engage with their customers, resolve issues and flag malicious reviews as easily as possible. We’re constantly looking to adapt how we approach illicit reviews too. Recently, we have introduced a review filtering process that can scan for bad behaviors in a matter of hours before reviews are published to our site. Less time for businesses spent hunting down bad actors, and more time doing what they do best. 

________________________________

__Trust equals better business outcomes.__

When consumers see proof that a brand is trustworthy — it impacts their buying decisions. Here are some findings from a [study recently conducted with London Research](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-value-of-customer-ratings-and-reviews-in-advertising-in-the-us).

- An online advertisement with the Trustpilot logo and stars is __twice as persuasive__ as the same ad without them.
- Consumers are __88% more likely to click through__ on a Trustpilot co-branded ad with a verbatim customer review.
- Including a Trustpilot star rating is proven to __increase social campaign performance__.

________________________________


Business verification, partnerships with eCommerce platforms and account-based support are just some of the other tools in our box. And yes, businesses can choose to showcase their best reviews via their Trustpilot site widget, but again, radical transparency: we’ll put a note on their profile to signal that’s what’s happening.

Altogether, this strategy to serve both businesses and consumers means that access is universal and verified, consumers are given transparent information regarding a company's profile, and everything serves to build earned trust.

## Getting reviews right

Once upon a time, reviews were considered a ‘nice to have’. That time has passed. In a hyper-competitive, internet-savvy period, they are now an essential differentiator for businesses to succeed.  

Want to see how the Trustpilot platform feels? 

Too. Much. Choice.

When navigating the infinite aisle, one of the aspects that can steer towards a purchase is reviews. Reviews are a relief in the face of overwhelming choice. Consulting the hive mind of others gives people confidence they are heading in the right direction

So you waltz inside the bike shop, and explore the selection of eight different helmets they offer. You have a brief chat with the sales assistant about budget, features and safety ratings, and you make your selection before leaving to pedal till your heart's content. 

*Poof* - we’re back in the present. The same purchase is going to be a very, very different experience. You don’t go to a storefront. Their selection seems paltry. Instead, you begin to shop the infinite aisle. 

From the comfort of your own home, you have the choice of literally thousands of bike helmets, spread across hundreds upon hundreds of different shopfronts. All varying in price points, with varying qualities and credibilities. It’s… a lot. 

It amounts to infinite choice — the kind that opens up huge freedom for consumers; but paralyzes them at the same time. 

### Why does this matter?

Purchase paralysis: It’s a major issue for consumers and businesses alike. 

On the consumer side of the coin, the paradox of choice (a term coined by [Barry Schwarz](https://en.wikipedia.org/wiki/The_Paradox_of_Choice) that we’ll dig into in more detail in subsequent pieces) can be crippling. The overwhelming number of products and services that are now offered can leave customers like an excitable puppy; eager to chase their tail, before they realize the task is too big and give up on it. 

It’s proven: overwhelming choice, when not backed up with verifiable and trustworthy reviews and opinions, can lead customers to give up on the process altogether. (“Maybe I don’t really need a bike helmet…”)

As for businesses, online retail has never been a more crowded or competitive space. Ask yourself: when was the last time you saw an online business that didn’t have multiple competitors fighting for market share? 

So for companies looking to emerge as market leaders, each would-be customer that falls off their purchase pathway (or ends up elsewhere) is a step away from success.

### How can we make online purchasing better?

This is a question that underpins everything that we do at Trustpilot – for both customers and businesses alike. 

When people navigate the infinite aisle, one of the main aspects that can steer them towards a purchase is reviews. Reviews can be a relief in the face of overwhelming choice. Consulting the hive mind of other consumers gives those on the purchasing path confidence and a clear sign they are heading in the right direction. 

But not all reviews are created equally. 

There are specific issues that take someone from hovering over ‘add to cart’, to logging off and giving up, including: 

- Fake reviews 
- ‘Cherry-picked’ reviews
- Deliberately harmful or abusive reviews
- Secretive moderation practices 
- Lack of communication between businesses and customer reviews

To free up consumers and keep businesses looking healthy, these issues need to be called out and tackled. 

### Helping your customers reckon with choice

Starting with today’s blog, we’re putting out a ‘Paralyzed by choice’ vault of resources and information. We’ll explore the issue of frozen customers, why this really happens, and what companies can do to make the internet a better and more trustworthy place to shop. 

We’ll explore what the modern buying process really looks and feels like for consumers with a scrolling journey titled ‘Navigating the purchasing pathway’, and we’ll dissect how companies can remedy choice overload in an eBook entitled ‘[The antidote to purchase paralysis](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-antidote-to-purchase-paralysis)’.

Throughout all this, we’ll explore the fundamental role reviews and review platforms have to play in this. 

We want to raise a flag for the online consumer experience — and then make it better. So come along with us. 

Our new eBook about purchase paralysis and how to solve this problem via the trust-powered journey is available to download below.

Cutting to the chase? [Get in touch with us](https://business.trustpilot.com/request-demo) to see how Trustpilot can help your business today. 

6 Steps to successfully adopt brand purpose

We know that brand purpose achieves many of the objectives marketers set for themselves, but we also know it’s difficult to successfully adopt. Here are six pointers to help

Despite this, some marketers believe that there are good reasons not to adopt purpose. Chief among these, marketers worry that if purpose is not adopted authentically, then it could cause problems because they could be perceived as dishonest.

It’s therefore a good idea to devote time and attention to purpose. Based on our research of 600 CMOs and 7,000 consumers, we have identified a 6-point plan to help brands get purpose right.

## 1. Treat your employees well

We know from our research that consumers link the treatment of employees to the behavior of the company. Companies that treat their employees well are considered to be good companies.

According to our research, almost half (45%) of consumers say companies that ‘treat employees well’ would make them more likely to buy a product or service from that company. 

In addition, three in five (61%) of CMOs say they believe that their own customers care about human and worker rights. Finally, almost four in five (78%) of consumers say that they would make a comment or review about a brand’s human or worker rights record.

Taken together, we can see a correlation between a positive perception of the treatment of employees and positive perception of the whole company.

One real example is software giant Microsoft. Over the 1990s, the reputation inside the firm was of long hours and total dedication to the company. Employees were well-paid, but pressure was intense.

Fast forward to February 2014 and the company was in a crisis. The work culture was notoriously male, combative and confrontational. New CEO Satya Nadella led by example, dialing down the aggression and bringing in something more holistic, collaborative and positive.

In their book From Incremental to Exponential: How Large Companies Can See the Future and Rethink Innovation, Vivek Wadhwa, Ismail Amla and Alex Salkever [describe how the results were revolutionary](https://fortune.com/2021/12/21/microsoft-cultural-transformation-book-excerpt-satya-nadella). 

On the one hand, Nadella overhauled and rationalized the Microsoft product line. More importantly, he made the company a nice place to work. By any measure, this approach was an astounding success, promoting better productivity and a winning culture. Microsoft now regularly wins awards for its approach to employees – something unthinkable back in the 1990s.

## 2. Employ the right people

If, like in the example above, you can make your workplace genuinely attractive, then it becomes much easier to employ the right people.

Key people can be transformative for brands, giving the company direction and acting as an accelerant towards a specific goal. Such a goal could be brand purpose.

The hiring of Patrick Neyret at Danone has been one such appointment. Now marketing director DACH, plant-based at food giant Danone, he has been key in pivoting the company towards purpose, and he has become a notable cheerleader for purpose more generally.

Now leading the brand’s foray into plant-based foods, he is turning an enthusiasm for purpose into a commercial imperative by focusing on plant-based foods to displace the traditional meat-based alternatives which have higher environmental impact.

## 3. Get internal buy-in

If the internal culture is right and you have the right people in the right places, this is still not enough.

To achieve successful purpose, staff need to not only understand, but also feel an emotional connection to that purpose.

One way to do this is to launch an internal advertising campaign to convey to staff what the project is all about.

Another way to gain the confidence of staff is to give them control. By giving staff the ability to shape and lead the direction of your brand’s purpose, they will become more engaged.

What this also means is that the company has to step away to some extent and trust its employees to manage its purpose. While it’s a relatively small example, the Cummings Properties employee-directed giving program offers employees the ability to choose where to donate $1,000 to a non-profit.

The project has been a staggering success and [builds meaningful connections between employees and the recipients](https://qz.com/575840/bottom-up-giving-the-company-that-lets-employees-choose-which-local-charities-to-support/), creating a virtuous circle of purpose.

## 4. Ensure clarity of purpose

Be focused.

In 2002, Dutch journalist Teun van de Keuken covered stories about the use of child slavery in the cocoa supply chain, meaning that the chocolate we eat had been produced using slave labor at points in the supply chain. 

While waiting for action from government he embarked on an experiment: to produce slave-free chocolate. All 20,000 bars sold out within two days and the experiment turned into a company: Tony’s Chocolonely.

The idea is simple – produce chocolate that does not involve slavery.

In practice this has been exceptionally difficult to achieve, and like many products with a strong purpose, occasional stories emerge showing faults and exploited people in the supply chain, but the company strives to put these right at the earliest opportunity.

However, the cocoa in the chocolate has been traceable since 2013 and the cocoa butter since 2016. 

The brand’s focus transcends the sourcing and is evident in both the packaging and even the way the chocolate breaks – not in regular squares, but irregular shapes that show the unfairness in society. The purpose and the product have become interchangeable.

## 5. Embed purpose into operations

Adopting purpose is not for the faint-hearted, as the multinational Unilever has discovered.

Rather like the example of Tony’s Chocolonely, Unilever is attempting to address the unfairness in its operations. Where it differs is that Tony’s was founded on those principles, whereas Unilever is a large conglomerate that has attempted to focus operations on purpose.

Unilever embarked on this change in 2010 as part of its ‘sustainable living plan’, to some bemusement because there was suspicion about its intentions and credibility.

In this case, the company has shown that it is serious by staying focused, and to some extent other companies have since followed Unilever’s lead. 

While there have been anomalies along the way, Unilever takes its approaches seriously, and believes that there are commercial benefits, [with sustainable brands growing 69% more quickly](https://www.unilever.com/news/news-search/2019/brands-with-purpose-grow-and-here-is-the-proof/) than other lines since 2018.

## 6. Think about business opportunity rather than business impact

Finally, those suspicious of brand purpose often say it can damage operations, hit profits and open them to unnecessary criticism. 

But the reverse is true – purpose offers businesses an opportunity to relate to customers and give them a reason to choose your brand over another. Purpose can open the door to new markets and make a positive impact. Not adopting purpose could be a catastrophic error.

If you'd like to find out more about the importance of brand purpose today, why not download a free copy of our latest report *Brands that take a stand: Marketers who match consumers’ desire for purpose and honesty come out on top?*

It's quick and easy, just click the link below.

6 Ways to successfully use brand purpose

Empowering your eCommerce business with customer insights 

Listening empowers you to learn from your customers, allowing you to create experiences that will deliver better business outcomes. Brands with access to quality data are more likely to capture insights that will make the difference they’re after.

The average consumer faces an insane amount of choice when shopping online – it’s a channel that has rocketed towards the stratosphere in the last few years.

Now, eCommerce businesses are in a constant fight for patronage. Competitors are only a click away, ads are running across every channel… 

The differentiator for businesses that want to maintain a lasting edge? Listening.

Listening empowers you to learn from and talk to your customers, allowing you to create a consistently-improving experience that will deliver business outcomes. 

But not all listening is made equal; eCommerce businesses with access to quality data are [more likely to capture actionable customer insights](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) that will make the tangible difference they’re after.

## What exactly are consumer insights?

A consumer insight is an interpretation, used by a business, to gain a better understanding of how their customers think and feel. This goes beyond simply what a consumer might be looking for from an online shopping experience, and includes their buying motivations and feelings about the experience.

When conducted properly, consumer insight should also improve the effectiveness of how an online business communicates to its customers — changing behaviours, driving loyalty and increasing the bottom line. 

But collecting these insights is where the challenge lies. There are four clear fundamentals you need for collecting and utilising customer insights properly: 

__1. Good quality data__

Bad data kills insights before they even get started. Data needs to be high-quality, accurate and timely, otherwise you risk being misled in your conclusions. 

__2. A dedicated analytics team__

Analytics already plays a crucial role within eCommerce; the beauty of the online experience being that any specific details can be captured and analysed. That same approach should be taken with customer insight data – expert teams will give you expert insight. 

__3. Consumer research__

A staple of brick and mortar storefronts that is now just as applicable to online ones, consumer research gets you below behaviour and into the driving layers of customer emotion. [Crucially, you need to adhere to these results, whether they are positive or negative](https://business.trustpilot.com/customer-stories/finance-insurance/how-staysure-uses-the-power-of-ai-to-build-customer-trust). 

__4. Database and segment marketing__

Database marketing uses databases of customers, with the goal of sending them personalised communications. With smart enough technology, these databases can be broken down into audience personas. Testing theoretical customer insight via database marketing is the only way to truly know if you have improved your digital storefront or not. It’s how you turn insight into facts. 

## But wait – what’s the difference between market research & consumer insight? 

Often confused, there are clear differentiators between these two disciplines. Both have a part to play for successful online commerce ventures, but you first need clarity on what they are and what they do. 

Market research focused on gathering information about a wider market and the customers within it. It’s the ‘what’ of customers and markets, focused on stats, knowledge and benchmarking. 

Customer insight on the other hand, is one layer deeper, the ‘why’ which looks at the reasons behind what is happening. This added data can tell an eCommerce business both what it needs to change and why it’s important, and can often be used for specific goals like improving customer retention or CSAT metrics. 

So, how do we turn these insights into tangible business and customer benefits? 

### 1. Analyze the wider competition

Better the enemy you know. eCommerce is a razor-sharp business model with a lot of competition, so who better to (steal) learn from? Analysing your customers’ discussions around other businesses, products and services can help you to improve your own offerings – and steal a march on the competition. 

### 2. Improve the customer journey

Consumer insights can provide a beacon to light up customer journeys, especially through a website. From awareness to purchase through to advocacy, insights can show you where customer journeys are thriving – or lacking. 

One eCommerce example [covered by Forbes](https://www.forbes.com/sites/blakemorgan/2017/12/15/leveraging-customer-data-to-create-relevant-customer-experiences-2-examples/?sh=2eb1e21f61d3) looks at Wayfair, a multi-billion dollar online home goods store. After analysing their insights, Wayfair realised that the customer experience was lacking on their site. To combat this, they built an app, allowing customers to upload pictures of items they like and receive Wayfair recommendations based on them. 

The result? Happier customers getting personalised recommendations and a happy business, which saw a 50% increase in customer retention. 

### 3. Personalize your marketing 

Mass marketing – there’s a reason it’s been around as long as it has: it works. 

But as we shop via eCommerce more and more, it can be hard to break through the noise. And a major trend that is allowing online businesses to do just that, is hyper-personalisation. Customers like to be seen more as people than consumers, and so personalised messaging, deals and recommendations helps attract and retain them. From Spotify’s end of year personal ‘Wrapped’ playlist through to supermarket loyalty cards giving you discounts on your most common purchases, hyper-personalization has become a major marketing force.

Again consumer insights can fuel this personalisation, allowing you to see what people are buying and why. You can then start to segment your audience for clearer, bespoke marketing that appeals to them. From Spotify’s billboards based on listener data through to Netflix’s consistently learning algorithm, personalisation based on insight is powering some of the biggest brands. 

## Getting started with consumer insight 

There are many more ways that insights can make a significant impact for online businesses, but oftentimes it can be tough to know where to start. You’re in luck: we’ve put together the following four-step plan for taking advantage of this powerful business strategy. 

- *Establish your goals*: What do you want to learn? Before research, ensure you have a goal for what you want to know – and how to get it.
- *Identify your resources*: Ready to get stuck into insight? Make sure that you have allocated the internal or external resources for this. Time and resources are going to be needed to obtain, sort and analyse the data. 
- *Sort a collection strategy*: How are you going to get the data? This is extremely important. Is it from a specific audience? Existing customers? Via a survey/interviews/focus group? Our Review Insights Tool is a great way to approach this step. 
- *Set data goals*: How will you use the data? Insight gathered and shelved is a travesty; so plan ahead on how you’re going to use it. Once the data is in, you want a clear plan about what aspects of your online business and its strategies it is going to inform. 

Finally – just get stuck in! Obtaining consumer insights can be a tricky job to tackle, but the payoffs are immense. Find out how Trustpilot reviews can help you collect great insights, learn about Trustpilot's [Review Insights tool here](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), or create a free Trustpilot account today to get started.

Empowering your eCommerce business with customer insights

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Honest Marketing report - Banner image

Brands that take a stand: Marketers who match consumers’ desire for purpose come out on top 

[Get the report here](https://business.trustpilot.com/guides-reports/build-trusted-brand/brands-that-take-a-stand?cta=banner)


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

Tales from the infinite aisles: real-life stories of shopping experiences 

In this article, we asked our people, friends, families and colleagues what they think about their shopping experiences. Here's what they said.

From phones to tablets, gaming consoles to personal computers, we’re surrounded on a daily basis by ways to access and purchase goods online. 

The only problem is, it can be a little brain-melting. It’s something that [we’ve explored beforehand](https://business.trustpilot.com/reviews/browsers-to-buyers/too-much-choice), but simply put, with the choice that comes via online shopping, so does a sense of ‘purchase paralysis’. 

A whole host of reasons are culpable for this, from dodgy companies to thousands of shopfronts existing to sell the same thing, but the underlying aspect remains the same: there’s simply too much choice and not enough purchase confidence.

We've taken a look at this topic in depth, with our own research and plenty of peer-backed socio-scientific studies. But it feels like a good time to zoom in on individual stories. So we asked our people, our friends, families and colleagues what they think about their online shopping experience. Here's what they shared as their pain points, experiences and opinions.

### 1. People are shopping online more than ever before 

Two-thirds of our respondents said that they had been shopping online more in the last couple of years. This comes as no real surprise — lockdowns and a heightened worry about crowds have certainly accelerated this, alongside a rise in hybrid working models.

However, several people made the point that ‘physical stores do not have all the inventory’. And some people praised sites that ‘host a variety of different shops on one platform’ — so clearly, some amount of choice is appealing.

There were a few respondents that told us they aren’t shopping online more often in the last few years… but simply because they preferred it almost entirely to begin with! 

### 2. Respondents widely found online shopping to be easier – with caveats

A large majority said that shopping online was easier: more options, being able to compare pricing and finding an unbiased opinion. Sorry shop floor staff, but of course you’re going to say that your most expensive option is the absolute best we’ll find anywhere. 

But the age-old issues are cropping up, even in our small-ish selection of respondents. 

“Decision paralysis is real for sure”

“In person, I can generally evaluate if something will fit much easier” 

“I find it harder to narrow down on my searches” 

We’ve found purchase paralysis is a real issue online, especially as some purchases are easier to make in person than others. And we keep seeing references to a certain type of purchase being more difficult: clothes. 

Materials you can touch, items you can try on and suspiciously ideal website pictures are referenced throughout the anecdotes we received. 

### 3. Despite online positivity, most have given up on a purchase at some point

Despite a majority finding online shopping easier, a similarly high percentage (66%) reported that they had given up on a purchase at one point or another. A better shopping experience certainly doesn’t mean a perfect one. 

The reasons they had for giving up on a purchase syncs up with some of the ideas that we’ve seen before: namely, that the size and importance of a purchase correlates strongly with paralysis. The bigger the buy, the more powerful the paralysis. In this case, it was furniture and vacations.

Our respondents also mentioned issues surrounding timeliness. With endless choice, next-day delivery and a seamless experience, any break within the pathway can cause a drop off. Specifically brought up are ‘last minute needs’, and ‘taking too long to find’. As the way we shop has changed, so have our expectations. 

But it can’t just be sizable purchases and moments of inconvenience that lead people to lose hope. Surely there’s something more? 

### 4. Every single respondent has been misled or received a poor quality product at some point

Yep, every single one of them has a tale about being let down by a shoddy purchase or company at some point. 

‘I purchased a dress and chose the same size as I have always used, but the item arrived significantly smaller.’

‘The delivery time was 3+ weeks and the material was of very poor quality (with a higher price tag).’

‘I've fallen for insta ads a few times buying clothes and kitchen gadgets, where the product you get is cheap and doesn't fit well.’

‘The product descriptions can be deceiving.’

It wasn’t always like this. There was a time when shopping online was very similar to visiting physical stores, just via a different medium. But as the Internet has sprawled out to countless limits, so too have those looking to make a quick buck. 

And the issue that this has caused? Mistrust.

### 5. Reviews reign supreme for trust

If companies, shopping portals and the products themselves can let down their customers, then reviews are the clear solution. Hearing from other people’s honest experiences makes the difference, so much so that they are specifically named as a key ‘sign of quality’ by ten of our intrepid shoppers. 

Of course, not all reviews are built the same. Our respondents seem to mistrust unverified reviews or ‘white-labelled widgets’ displaying too-good-to-be-true scores. 

One key concept when it comes to reviews and building customer advocacy is that of the trust-powered journey. Broken down simply, if you let customers review you, then future customers are more likely to have more trust in you as a business, which can result in an increased likelihood of buying. You also get feedback which can be iterated upon to make your products better, and the cycle goes round once more, each part feeding into the other. 

By getting that cycle of trust right, brands have reached heights [where their name alone can be taken as an arbiter of trust](https://business.trustpilot.com/reviews/build-trusted-brand/what-does-brand-purpose-achieve). And that’s a powerful thing.

### A specific kind of insight 

Examining the specific anecdotes of online shoppers has been a helpful exercise for us; these stories are what make up the macro data. Businesses would do well to examine the reviews they receive in a similar vein; don’t just look for trends, but also for the outliers and the oddities. You might just [find a diamond that can propel you to delivering an even better experience](https://uk.business.trustpilot.com/customer-stories/service-companies/how-hermes-found-success-using-trustpilots-review-insights-tool). 

For more information on how trust can be built into your reviews to gain customer advocacy, explore the lifecycle of a Trustpilot review, or get started with a free profile today. 

Reckoning with the paradox of choice: Why more really is less

In the face of the widely established ‘more freedom = better’ sentiment, we all know that the opposite can often be true: choice can paralyze. 

In short, it delves into why having *more* choices can often lead people to feel less fulfilled (and easily dissuaded from actually making the choice).

And, like many good things, it all starts with jeans. 

After wearing a pair ‘until they’re falling apart’, the author goes to a shop to purchase a new pair, only to freeze in the headlights of multiple finishes, fits and styles. After trying nearly every pair in the store, he leaves with some well-fitting jeans — and a much larger issue on his mind. What kind of impact is overwhelming choice having in our culture? 

### The choices we face

Let’s be real — these days, an hours-long trip to a storefront may feel a little removed. Let’s illustrate the same issues in a setting we can all relate to: the living room.

How many times have you settled down to watch something through an on-demand service? And how many times have you spent flicking through Netflix, Amazon, Shudder, Discovery+ and more, watching snippets, trailers and clips, before feeling overwhelmed and just turning the TV off? 

In the face of the widely established ‘more freedom = better’ sentiment, we all know that the opposite can often be true: choice can paralyze. 

Barry Schwartz is an instrumental figure in this space, with tons of wisdom on this subject — so let’s take a look at some key themes from his in-depth, expansive book *The Paradox of Choice*, and how it still resonates clearly with the modern online experience.

### Ever-ever-ever-expanding horizons

Day-in, day-out, we have an *immense* amount of choices to make – and that’s not even including time spent on the Internet. Whether it’s what to eat, what to watch, decisions around utilities, healthcare, education, even our love lives; we have choices to make *everywhere*.

It’s an array of choices that can feel endless, as Schwartz highlights, to the point where decisions simply cannot be made anymore. This is showcased through the studies conducted by researchers Iyengar and Lepper in 1999 entitled "When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?".

In the most famous of these studies– and the one that demonstrates online purchase paralysis the most strongly – [consumers found themselves in a jam when faced with too many choices, literally](https://faculty.washington.edu/jdb/345/345%20Articles/Iyengar%20%26%20Lepper%20(2000).pdf). 

An upmarket food shop was set up with a sampling table for a discounted range of jams on two occasions. The first time, the table had 6 jams that could be sampled, and the second time, all 24 could be sampled. More people went to see the wider jam range, and the number of people that sampled was roughly similar between the two conditions. But when it came to purchasing time? 

30% of those who visited the 6-jam sample table decided to buy. 

But only __3%__ of those at the 24-jam sample table did the same. 

Purchase. Paralysis. 

But, as we’ve talked about before and as does Schwartz, 24 jam samples isn’t that imposing anymore. Instead, we’re online — ‘a store with infinite floor space’ and thousands upon thousands of choices that can, if not navigated successfully, stop customers in their tracks. 

### Who gets stuck most easily?

Schwartz outlines two different types of personality that very much apply to online shoppers: the maximizers and satisficers. 

You know the maximizers, and may well be one yourself: the trackers and comparers, second-guessers and review-junkies. They want to ensure that, whatever they are in the market for, they get the very best that is out there for themselves and their needs. 

The satisficers (first coined in the 1950s by Herbert Simon) are commonly misconstrued as people who are happy to settle for mediocrity; the kinds of consumers that might not need such a heavy steer towards a “best” option. Instead, Simon paints them as the “ultimate” maximizers — after all, they’re happy to choose a product that hits an internal benchmark. And the result of not constantly chasing perfection? A maximized shopping experience, less dawdling and better satisfaction levels. 

The issue again, especially for us online shoppers, is that the greater the choice and greater the access to information, the more that maximizers are inadvertently being created. The online experience goads us towards needing to find the best, or to not bother at all. 

That means more people are positioned to experience purchase paralysis on their buying journey than ever before. 

### The flavors of remorse and freedom

*The Paradox of Choice* throws up further interesting concepts from other research and thinkers that tie into purchasing confidence and what can keep shoppers from it: 

*Isaiah Berlin’s concept of liberty*

- Positive liberty is the concept of ‘freedom to’ - so, in terms of online purchasing, to research and choose what you want to. 
- Negative liberty is the concept of ‘freedom from’ - again, in relatable terms, the freedom from having to settle for a mediocre product or to be misled.

*Differing concepts of regret* 

- Anticipated regret — the regret that comes before a purchase, and often the one that leads to paralysis. The idea that you will purchase something, then realize that a better choice will shortly follow that you can’t take. 
- Post-decision regret (buyer’s remorse) — being unsatisfied with your purchase and imagining other, better options that you didn’t take. 

Most relevant to online shopping is the idea of anticipated regret; that’s the one that can knock consumers off the purchase pathway before they make a single choice. We have the ‘freedom to’ make our own decisions, but that responsibility can weigh heavy on prospective customers.

But we (and Schwartz) have been doing some thinking about how to combat this.

### The importance of information gathering

What have we learnt so far? 

- We face more choice than ever before 
- Research shows too much choice can paralyze 
- Our options – by moving online – have expanded infinitely
- We’re seeing more people become maximizers than ever before and suffer for it 
- There are different approaches of regret and freedom that influence the choices that we make

Which makes information choosing such a vitally important part of any online purchasing. If we are paralyzed by choice, Schwartz argues we must turn to external resources in order to steer our choices; it doesn’t hurt to turn to help.

That’s where the ideas of *The Paradox of Choice* intersect with what we are doing at Trustpilot; trying to ensure that those paralyzed by online choices have a verifiable, trustworthy source of information about potential choices they have to make. 

Schwartz talks about ‘choosing when to choose’. Trusted reviews and business profiles that people can rely on gives them one less choice to worry about — namely “where do I find information about this that I can trust?”  Quite simply: if someone can trust a source, then it’s a massive level of uncertainty and paralysis that’s soothed. 

[We’ve spoken in other blogs](https://business.trustpilot.com/reviews/build-trusted-brand/trustworthy-reviews-how-do-competing-platforms-stack-up) about how the core fundamentals of our work all point to one concept: the truth. And by reading *The Paradox of Choice*, it seems that the issues faced by the modern consumers are not just ones of overwhelming choice, but also of the Internet being a wild west, whereby everyone is trying to influence said choices; and some, in more illicit ways than others. 

As one of the book's final points wraps up, truth allows consumers to become choosers, not pickers. Choosers that evaluate their information and have time to adjust their goals, rather than pickers that are overwhelmed and simply ‘pick’ out of necessity. In the infinite aisles, it’s good to have a guiding light that you can put a little faith in. 

We’ll be using the ideas of Barry Schwartz and other researchers in these areas to take a modern look at how purchase paralysis manifests – and how businesses can defeat it – in an eBook entitled ‘The antidote to purchase paralysis’ launching this summer.

We’ve used the ideas of Barry Schwartz and other researchers in these areas, and taken a modern look at how purchase paralysis manifests – and how businesses can defeat it. Interested? Let’s get stuck in.

Social commerce: what it is and how to get started

In this article, we’ll look at the types of social commerce that currently exist, give you tips to provide great experiences to social shoppers, and discuss how you can build trust directly on social channels.

Last year, IBM’s Retail Index found that the pandemic accelerated the shift away from brick-and-mortar shops to eCommerce [by about 5 years](https://techcrunch.com/2020/08/24/covid-19-pandemic-accelerated-shift-to-e-commerce-by-5-years-new-report-says/?guce_referrer=aHR0cHM6Ly93d3cuamRzdXByYS5jb20v&guce_referrer_sig=AQAAAGOWTEHQe7BquRE9hv6Ab5jRa9TlM4hmLLjmC7gHRc7ktT4rkoFswyA6uXCLKzkkvhkf3HcO22bfvmGaPEpdepXXUOwoXS358RNjOGqppZ3MT_zmwJq_rXAIQjmIXEOL1s9j7_qs2aqhSOj5zN6PHwyqjsuErlog0weWMJfdgRkK&guccounter=2). In fact, during the pandemic, we witnessed the rise of social commerce, with social media ad spend hitting highs of [$41.5 billion in 2020](https://www.iab.com/news/iab-internet-advertising-revenue/). 

It is growing so fast that [446.8 million social buyers are currently predicted for China in 2023](https://influencermarketinghub.com/social-commerce-stats/#toc-4), and that the global social commerce could reach [$604.5 Billion by 2027](https://www.prnewswire.com/news-releases/assessment-of-the-social-commerce-industry-2020-2027-and-impact-of-covid-19---mobiles-segment-readjusted-to-a-revised-39-2-cagr-for-the-next-7-year-period-301125465.html).

But what is social commerce exactly? 

Social commerce is a subset of eCommerce which involves and supports social media and social interaction to assist online buying and selling of products and services.

In this article, we’ll look at the types of social commerce that currently exist, give you tips to provide great experiences to social shoppers, and discuss how you can build trust directly on social channels.

## 1. Choosing the right social media platform for your business

Today, there are so many different social media platforms. Picking the right one for your business is essential to ensure that your attempt at social commerce is as successful as possible.

The right platform should represent your target audience, and work well with the type of products or services your brand is promoting and selling. To help you out, we’ve put together a quick list of channels that currently offer some sort of social commerce solution.

### 1. Pinterest

Did you know that usage of Pinterest Shopping tools [surged by 350% in 2020](https://influencermarketinghub.com/social-commerce-stats/#toc-29)? 

Pinterest is an image sharing and social media platform designed to save and discover ideas on the internet using images, animated GIFs, and videos. It’s a great platform for homeware brands, or more creative businesses in the wedding or arts and crafts industry for example.

### 2. Instagram

By now, it’s safe to say that Instagram doesn’t need an introduction. It’s one of the most used social platforms [amongst all age groups](https://info.lse.ac.uk/staff/divisions/communications-division/digital-communications-team/assets/documents/guides/A-Guide-To-Social-Media-Platforms-and-Demographics.pdf). Instagram is great at inspiring people. A number of social media influencers use Instagram daily and promote different products or services to their audience. Instagram makes it easy to tag products on post, and to target consumers with products they’ve interacted with on the platform in their Shop section.

- [130 Million Instagrammers tap on shopping posts](https://influencermarketinghub.com/social-commerce-stats/#toc-13) every month 
- [60% of people say they discover new products](https://influencermarketinghub.com/social-commerce-stats/#toc-11) on Instagram 

### 3. Tiktok

TikTok has been downloaded over 3 billion times. The platform hosts a variety of short-form user videos, from genres like pranks, stunts, tricks, jokes, dance, and entertainment with durations from 15 seconds to 3 minutes. TikTok has a [younger audience](https://talkinginfluence.com/2019/12/17/reach-young-audience-tiktok/) and is great for brands who sell less high-end products, like kitchen gadgets for example. 

- TikTok is the [number-one app for driving consumer spending](https://blog.hootsuite.com/tiktok-stats/). 
- Consumer [spending on TikTok increased by a whopping 77% in 2021](https://www.businessofapps.com/news/tiktok-consumer-spending-up-77-in-2021/). Users spent $2.3 billion dollars via the app, compared to $1.3 billion the year before.

Find out how Shopify and Tiktok Shopping work together

### 4. Facebook

[36.8% of the world’s population use Facebook monthly](https://www.hootsuite.com/resources/digital-trends). Facebook is one of the oldest social media platforms in the world, which allows users to connect, share, buy, sell, and more. 

While Facebook is the biggest social channel out there, its demographic has changed slightly over the years. However, despite the platform’s reputation as a seemingly “older” network, 26.4% of the platform’s user base is made up of millennials. That being said, over [36% of Facebook’s audience are 45 or older](https://sproutsocial.com/insights/facebook-stats-for-marketers/).

- Did you know people are [53% more likely to buy from a business using Facebook live chat](https://www.facebook.com/business/goals/add-live-chat-to-website-with-messenger#)?
- Facebook’s potential [advertising reach is 2.11 billion people](https://www.hootsuite.com/resources/digital-trends)
- [50% of consumers want to discover new products](https://www.facebook.com/business/ads/stories-ad-format#) through Facebook Stories

### 5. YouTube

YouTube is the [world’s second-most visited website](https://www.hootsuite.com/resources/digital-trends). YouTube is an online video sharing and social media platform owned by Google, which gets more than one billion monthly users who collectively watch over one billion hours of videos each day. YouTube can help give consumers a more in-depth look at your products or services. Shoppers might want to watch videos about a product they’re interested in before purchasing it, and YouTube is great for that.

- YouTube [ads have the potential to reach 2.56 billion users](https://www.hootsuite.com/resources/digital-trends)
- YouTube’s global [ad revenue reached $28 billion USD](https://www.statista.com/statistics/289658/youtube-global-net-advertising-revenues/) in 2021

Learn how social commerce works on YouTube

## 2. Providing great experiences to social media users

The social shopping experience is so important as it represents you as a brand. A great customer experience on social media can help increase your social commerce conversion rate. 

Here are a few tips to help you get it right.

### 1. Target the right audience

It is essential to target the right audience and pick the right social media platform for your product and services.

If your products target an older demographic, you might want to pick the appropriate social platform for your audience. If your brand targets a younger audience, think about your social media strategy too. 

Your product also plays a big part here. Some products are easier sold via TikTok or YouTube, and some via Pinterest or Instagram. 

### 2. Engage with users

Educate followers about your brand, products or services.

With 37% of consumers saying that [social networks are their biggest source of inspiration](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) for purchasing, promotional posts should be part of your strategy. However, posts that directly promote your products should make up only a small portion of your posts. 

When you create promotional posts, consider adding a reason buyers should purchase the product now. One reason could be a limited-time discount, or you could encourage customers to be the first of their friends to own a new product. You can also create FOMO (fear of missing out) by sharing how many people have bought this product in the last 24 hours, for example. Don’t forget to include high-quality pictures too.

Because mobile shopping has grown in popularity, with [45% of people increasing their number of purchases from a mobile](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) device since the COVID-19 pandemic , promotional posts should be [created as shoppable posts](https://squareup.com/t/f_online/d_display/p_forbes/c_branding/o_eco_forbes_brandvoice_socialmediaroundup_shoppableposts/u_core/l_us/dt_alldevice/pr_ecosystem/?route=us/en/townsquare/how-to-sell-products-on-instagram). 

This means that customers can purchase directly from the post, making it as easy as possible for someone to buy your product directly on social channels. Did you know that each month, [130 million Instagram accounts tap a shopping post to learn more about a product](https://business.instagram.com/blog/how-to-plan-for-holidays-on-instagram/)? This could be a huge opportunity for your business if you’re not already tapping into social commerce.

### 3. Encourage reviews

We understand how important it is for customers to interact with businesses on social channels during the different stages of the buying journey, but we also know that online reviews can attract more customers via social platforms.

Sharing [verified online reviews](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) on social media can help your content stay personal and up to date, while helping you stand out from the competition and grow your online reputation.

## 3. Building trust with consumers

Today’s consumers research more before purchasing, and [trust businesses less than they did a few years ago](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust), which is why brands should be doubling their marketing efforts in order to stay at the top. 

To stand out from the competition in social commerce, it’s essential to incorporate transparency and authenticity to the customer journey. The more information consumers can find about your brand, your products or your services on social media, the better.

With reviews, businesses can optimise every touch point of the buying journey, and make sure consumers are exposed to trust signals and social proof when using social channels.

Here are some ways to share your customers’ voice on social channels:

- __Trustpilot’s Image Generator__

Trustpilot’s Image Generator

- __Trustpilot x Hootsuite integration__


Trustpilot x Hootsuite integration

User-generated content

There’s no doubt that the way we shop is changing. The rise of social commerce in the last few years has completely shifted the way brands interact and engage with their audience on social channels. 

Building trust directly on social media can be tricky. But showcasing third-party validation, such as verified online reviews, can help grow consumer confidence in your brand when trying to implement social commerce.

If you’d like to find out more about how Trustpilot can help you with building trust for social commerce, why not speak to one of our experts? It’s quick and easy, just click the link below.

Why some brands shun purpose and honesty

Despite a strong alignment between purpose and marketing objectives, some brands seem uninterested in purpose, with some even apparently suspicious of honesty in marketing.

Assuming that’s right, how does this translate into approaches to marketing? Over 2022 we surveyed 7,000 consumers and 600 marketing leaders about their perspectives, to discover where they agree or disagree on this topic.

Customers do value brand purpose (where a brand takes an ethical, sustainable, or political stance), with close to half (47%) saying it’s important to them.

We also discovered a strong alignment between CMOs’ marketing objectives and the benefits of purpose. CMOs say that improving loyalty, increasing sales, winning new customers and building a reputable brand are the top four benefits when thinking about both purpose and marketing objectives.

It’s for this reason that three in five (59%) of CMOs promote purpose to some extent. But almost a quarter (24%) do not.

When we dig a little deeper, we find a small group of marketers resistant to purpose and even honesty.

## Avoiding purpose

Of the 24% that do not promote brand purpose, almost half of them (10% of the total surveyed) do not promote any kind of ethical, sustainable, or political stance.

There may be good reasons for brands to take this approach. 

We know that there are [five main barriers to adopting purpose](https://uk.business.trustpilot.com/reviews/build-trusted-brand/5-barriers-to-adopting-brand-purpose-and-why-you-shouldnt-let-them-stand-in-your-way) and many of the reasons that emerged show that many brands are nervous about the problems of adopting purpose authentically and the dangers of perceived inauthenticity.

This preoccupation can act as a disincentive to adopting brand purpose until the brand’s concerns are met and dealt with.

## Keeping away from purpose

When asked how important brand purpose is to their customers, seven in ten (70%) of CMOs say that purpose is important.

Conversely, 19% say that purpose is unimportant to their customers.

When clarifying their stance, 14% of the total say that brand purpose is ‘not relevant’ to their customers. Simply – these CMOs say that their customers do not care.

This is a familiar refrain – of respondents seeing their job as producing a specific product or service, and purpose as irrelevant. This is an increasingly untenable approach if [half of consumers (47%) value purpose](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/brand-integrity-the-new-frontier-for-marketing). 

It could be that those companies who believe purpose to be irrelevant for their customers map perfectly onto those consumers who have no interest in purpose either (7% of consumers say purpose is ‘extremely unimportant’ to them). 

But this is unlikely.

## Honesty is not always the best policy?

The research shows a stubborn proportion of CMOs resisting not just purpose, but honesty. One in eleven (9%) CMOs say honesty is not important to their customers.

Conversely, 80% of CMOs say honesty is important to their customers. 

We know that customers believe strongly in honesty, with the overwhelming majority (94%) of consumers say honesty is important to them.

It’s therefore difficult to empathize with the position of this 9% of CMOs. 

If honesty is not important to customers, what does that mean? That CMOs can mislead about their product or service and customers will not mind? 

This seems a very risky strategy, but this strange result seems to show that this 9% does indeed believe brand honesty is overrated.

By contrast, CMOs reveal a litany of dire outcomes for those participating in dishonest marketing, including poor reviews or ratings (46%), reduced sales (42%), negative word-of-mouth (35%) and reduced loyalty (30%).

So, dishonesty is risky. But this stubborn 9% disagrees.

## The risks of dishonesty

When asked about the risks of dishonest brand marketing, this 9% who say there are no risks, are joined by another 21% who say the risks of dishonesty are ‘negligible’.

Could there be another way of examining this? Could it be that some marketers see dishonest businesses ‘getting away with it’? Possibly. Here it’s necessary to separate two sets of respondents. 

First are the ‘cynics’ who are suspicious of brand purpose, and even of honesty, in marketing. These respondents may produce misleading marketing, but see no penalty for doing so.

Second are the ‘pragmatists’ who can perhaps see dishonest brand marketing occurring from the ‘cynics’ and see no penalty for those cynical brands’ dishonest marketing.

Essentially, the first group produces dishonest marketing while the second witnesses that dishonesty, and sees few consequences.

One company known to have been dishonest in its operations is Volkswagen, which in 2015, was exposed as having misled regulators and consumers about the environmental performance of its diesel vehicles. 

Their ‘clean diesel’ was marketed as exactly that – a clean and responsible choice. The company had in fact been falsifying lab tests for up to seven years using a special piece of software that could spot when a test was underway and reduce emissions for the duration of the test, leaving a lasting false impression.

This was a sophisticated and considered piece of dishonesty. Not only did the scandal hit Volkswagen’s brand hard, but it was also subject to fines of up to $61 billion in the US alone, and its CEO quit.

As mentioned above, the penalties for dishonest marketing can be severe, as Volkswagen discovered.

## A path through

One in 12 (8%) of CMOs follow this pattern:

First, they do not promote an ethical stance in their marketing – they are part of the 24% who do not promote an ethical, sustainable, or political stance.

In addition, they believe that their customers are not interested in brand purpose, which is true for 19% of the total – this group represents almost half of those who are skeptical about the relevancy of purpose for their customers.

Finally, this group believes honesty and transparency are important to their customers. In this case, they form part of the majority opinion.

There is a paradox here. If a company decides to be more transparent about its operations, this strategy only works when there is good news to tell. 

If the company uses, for example, slave labor, it’s difficult to see how more transparency would be a good outcome. Unless they abolished slave labor in their supply chain.

This is the opportunity for these brands: by clinging to honesty and transparency, and letting the implications of that play out, this shows a possible route towards more brand purpose.

By being more transparent, this should in turn drive greater responsibility and purpose.

If you'd like to read the full report *Brands that take a stand: Marketers who match consumers’ desire for purpose and honesty come out on top*, why not download your free copy today?

It's quick and easy, just click the link below.

The 5 barriers to adopting brand purpose + why you shouldn't let them stand in your way 

All CMOs say that there are barriers to adopting purpose, but many of these barriers can be overcome. We expect more companies to adopt ‘purpose’, or an ethical, sustainable, or political cause, as they think about their brand and its place in the market.

The top four benefits of purpose match marketers’ top four marketing objectives: 

1. Improving loyalty.
2. Winning new customers.
3. Increasing sales.
4. Building a reputable brand.

Despite this strong alignment between the benefits of purpose and marketers’ brand objectives, a quarter of brands (24%) avoid adopting purpose, with three in five (59%) only adopting brand purpose to some extent. 

While there are good reasons to adopt brand purpose, there may also be good reasons why brands do not.

Let’s look a little more closely at this 24%, and why brands may be disinclined to adopt purpose.

In our research we identified 15 separate barriers to adopting brand purpose, and every respondent chose one of these options – no CMOs said there were no barriers.

*Please note that for the themes below, grouped responses were de-duplicated, meaning the individual responses making up those groups will not add together neatly to give the total.*

## 1. Internal culture

Seven in ten (70%) of CMOs say that internal culture is a problem when trying to adopt brand purpose. The specific reasons fall into three main categories.

Firstly, the business culture may be resistant to change – half (50%) of all respondents cite this. Resistance to change is a universal problem, affecting larger organizations with complex or unwieldy bureaucracy more than smaller, more agile, companies.

However, even some smaller organizations may be owned and run by a single individual, and so run according to his or her whims. In such a case, if that person is resistant to brand purpose, then it will most likely not happen.

Secondly, employees may not be engaged. One-third (34%) cite this. Even in organizations keen to adopt brand purpose, if there is inertia amongst staff then, again, nothing of any substance will happen.

Thirdly, if senior stakeholders do not buy into the proposed brand purpose, then this will again feed through to staff and organizational outputs, meaning brand purpose will be neglected.

For all these barriers, the response is the same. For successful brand purpose to spread through an organization and be successfully adopted, all levels of the company must be engaged, from the CEO or owner, down through senior stakeholders and staff. There has to be unity of motivation for purpose to succeed.

## 2. Lack of skills

Without the right skills, it will be impossible to offer credible brand purpose, and three in five (61%) express issues that relate to skills. One in ten (10%) cite, ‘lack of talent/in-house skills’ as their problem when trying to adopt purpose.

Last year, Nike set stiff standards to [increase the proportion of women and ethnic minorities in senior positions](https://www.marketingweek.com/everything-that-matters-this-morning-08-march-2021). This helps the brand to meet diversity targets, but also helps to attract the right talent into the organization.

However, other respondents are more specific, showing they contemplate brand purpose more deeply.

Two in five (40%) say that they lack the data to understand their starting position. Another 20% say that there is a lack of agreement on best practice, or on what ‘good’ looks like. A further 16% say that there is a lack of universal benchmarking.

All of these final three cases seem to be valid problems. We know that those brands perceived as adopting purpose inauthentically, risk the ire of consumers. These respondents are keen to make progress, but face real barriers through lack of knowledge.

## 3. Regulation

Businesses do not operate in a vacuum and must meet minimum standards and respond to government pressure in the form of regulation. More than half of respondents (53%) say that regulation poses a problem.

More than two in five (44%) say that competing standards were a problem. This presumably relates to multinationals or companies that sell in more than one market, where the regulations in two different markets may have competing or even contradictory rules.

While this seems to be a valid problem, more stringent standards will mean products or services are acceptable in more markets. This perceived barrier may also relate to a lack of skilled people who understand those competing standards.

Another two in five (18%) say the reverse – that the lack of a universal standard or regulation is a problem. Companies do not want to adopt a particular standard only to find that that standard is redundant a short time later, creating inertia for this group.

Again, this seems to be a legitimate concern, but larger markets are attempting to align their standards to help businesses post-COP 26 with the formation of the International Sustainability Standards Board (ISSB) to coordinate this alignment of standards. So this concern should reduce over time.

## 4. Commercial impact

More than half (53%) say that adopting brand purpose would be a financial drain. The reverse may in fact be true – that the absence of any brand purpose could represent a problem. Unilever has taken this approach, embedding brand purpose into its portfolio of products. In 2019 it claimed that those brands [with purpose embedded grew 69% more quickly than those without](https://www.unilever.com/news/news-search/2019/brands-with-purpose-grow-and-here-is-the-proof/).

However, two in five (18%) say that adopting purpose would have commercial impact, with another 23% saying that they lack the budget to adopt purpose. 

Interestingly, a further three in ten (28%) seem hyper aware of taking the leap to adopt purpose because they fear failure and associated reputational risk. This group seems to be thinking deeply about the consequences of adopting purpose and how to get it right.

## 5. Relevance

One-third (34%) of businesses say that brand purpose is simply not relevant. Three in ten (30%) say that it is not relevant to their business, 14% say that it is not relevant to their customers, and 12% say that it is not part of their business strategy.

Again, we know that because of the close alignment of brand purpose and marketing objectives, these issues may be overblown or even misguided. For this group, they may believe that purpose is irrelevant, but in a situation where two similar brands compete, purpose does give consumers another reason to buy. This perception of irrelevance may be losing these companies sales.

### Conclusion

We know that consumers want purposeful brands, and we also know that brands understand this, but still resist the move to adopting purpose.

Authenticity remains a problem for those CMOs clearly considering purpose – those who lack the skills or those who worry about failing to adopt purpose properly, and risk being seen as dishonest. 

Many of these barriers can be overcome. Those brands that take the time to take purpose seriously, considering how their brand can adopt authentic purpose, will benefit.

Over time, brands will hire the right people and better understand their brand’s place and its relationship to purpose. For this reason, we would expect brands to move from not adopting purpose towards adopting purpose, or towards adopting purpose more strongly over time.

If you'd like to find out more about the importance of overcoming the barriers to brand purpose, why not download a free copy of our latest report *Brands that take a stand: Marketers who match consumers’ desire for purpose and honesty come out on top*?

It's quick and easy, just click the link below.


The 5 barriers to adopting brand purpose + why you shouldn't let them stand in your way

How to keep your brand's purpose on track

Brands that adopt purpose have significant advantages over those that do not. However, it’s wise to keep that purpose in check and aligned with your brand in case that purpose overstretches, which can cause problems.

According to our survey of 600 CMOs, the benefits of brand purpose include improved loyalty (for 71%), increased sales (69%), winning new customers (65%) and building a reputable brand (58%).

While these are attractive attributes in and of themselves, they are doubly attractive because they align with CMOs’ marketing objectives with a high degree of accuracy. CMOs want to increase sales (74%), win new customers (70%), improve loyalty (62%) and build a reputable brand (58%).

This neat alignment explains why purpose can work so well for brands.

## Brand focus

Embedding brand purpose into a business can take significant effort, through engaging staff, building momentum for the purpose, and then including the purpose in the brand’s overall focus.

This focus is crucial, and the reason why certain brands and their purpose align so successfully.

For example, outdoor clothing brand Patagonia is focused on the environment and campaigns on several fronts, from opposing oil drilling to supporting environmental groups, giving 1% of its sales to them. The brand and purpose are neatly aligned – clothing for the outdoors that protects the outdoors.

Toms Shoes was originally conceived to give a pair of shoes to those that needed them for every pair sold. The notion of giving a pair of shoes for every sale was a neat way to turn a buyer into a philanthropist, and this worked extremely well until 2019, where the brand decided to adapt to the idea to focus profits on grassroots groups with social impact, in a way they say will increase philanthropy further.

Both examples align the brand to the purpose very successfully, so the brand and its purpose are virtually synonymous.

## Overstretch

However, brands can sometimes take their purpose too far from their core rationale, or if the purpose becomes convoluted, consumers can be left confused. And this can pose a problem.

This overstretch can manifest itself in many ways.

__1. Purpose without purpose__

Brands that wear the clothes of purpose without walking the talk of purpose face a challenge from consumers.

Pepsi’s infamous ad featuring Kendal Jenner in 2017 portrayed the drink as a catalyst for both revolution and peace. With the # BlackLivesMatter movement growing in strength, this seemed clumsy at best, particularly as Pepsi had not previously displayed any notable brand purpose in the past that focused on social issues, although it has made environmental commitments.

To many, the ad seemed like a brazen attempt to jump on a growing trend of social equality, but without doing anything to further that cause. The brand was widely criticized for the ad, which it quickly dropped.

__2. Confusing purpose__

Handmade cosmetics brand Lush has a rich heritage of ethical behavior which includes a charter, it is against animal testing, and demands fairness from its supply chain.

But in 2018, it made a foray into areas far beyond its usual frame of reference – of undercover police officers masquerading as ordinary citizens. 

When Lush launched a series of articles and window displays under the #spycops banner, many customers were left bemused. The campaign criticized the police for their long-term policy of embedding undercover officers into activist groups. While there are clear issues at play, for example where women were tricked into relationships with undercover officers, it all seemed a little out of the ordinary for a cosmetics company.

Again, the brand quickly dropped the campaign.

__3. Purpose disconnect__

The ubiquitous Hellman’s mayonnaise brand (owned by Unilever) adopted the mission to ‘fight against food waste’. While the brand and purpose do seem to match at first glance – both relate to food – the question that emerged is, how?

How does a tub or tube of mayonnaise fight against food waste? The campaign was also hectoring of the customer to some extent.

The brand could not answer how exactly mayonnaise could reduce food waste, other than by buying the product and smothering leftovers in it. Brand owner Unilever has a larger mission, to embed brand purpose into its many products. Many of Unilever’s initiatives have been very successful and genuine. But in this case, it simply didn’t work. The link was forced and clumsy, seeming more focused on sales rather than purpose.

## Conclusion

Purpose can work well for a brand by aligning the product or service with the purpose itself. However, if the purpose overreaches the brand, it becomes a misalignment. Moreover, consumers are sensitive to the perceived honesty of a brand, with 94% saying brand honesty was important for them.

According to CMOs, that perception of dishonesty could hit reviews or ratings (according to 46% of CMOs), reduce sales (42%), reduce word-of-mouth (35%) and reduce loyalty (30%), so the effects of a perception of dishonesty are complex but significant.

To keep your brand aligned with its purpose and avoid the pitfalls explained above, it’s important to do three things:

Firstly, ask whether any new initiative can be backed-up by the brand. Pepsi’s foray into campaigning on social issues was not based on fact – it was pure marketing and seemed fake as a result.

Secondly, does a new campaign align with the brand and established purpose? Like Lush found, a brand – even one with a strong track record of campaigning – can find itself stuck when it ventures into areas that are tangential to what it is all about.

Finally, ask whether the purpose is oversold. Are the promises made about purpose realistic? Hellman’s found this when advising on food waste with few practical solutions that would make a real difference, even if the intentions were genuine.

While embedding purpose into a brand has many positive effects, there are risks if a brand overreaches, which can seem confusing, nonsensical or even dishonest. 

If you'd like to find out more about the importance of getting brand purpose right, why not download a free copy of our latest report *Brands that take a stand: Marketers who match consumers’ desire for purpose and honesty come out on top*? 

It's quick and easy, just click the link below.

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!

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, if 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)](https://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

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

Trustpilot debuts on the London Stock Exchange

Trustpilot lists on the London Stock Exchange

We’re excited to announce that Trustpilot has listed on the London Stock Exchange, marking an incredible milestone in our history and the beginning of a new chapter in our story. 

Trustpilot was founded with a simple vision in mind: to create an independent currency of trust. 

We wanted to empower consumers to make confident, informed purchasing decisions — while providing businesses with the tools to engage with their customers and demonstrate the quality of their services to build trust. 

Since 2007, consumers in over 200 countries and territories have shared over 120 million experiences for more than 529,000 websites, helping others by sharing those experiences, and proving the intrinsic value of trust.

So today, we’re very excited to announce that [Trustpilot has listed on the London Stock Exchange](https://www.londonstockexchange.com/discover/news-and-insights/london-stock-exchange-welcomes-truspilot-premium-segment-main-market), marking an incredible milestone in our history and the beginning of a new chapter in our story.

It’s another step in our vision towards creating an independent currency of trust. On a platform that is free to use, open to everybody, and built on transparency. 

We want to thank everyone who has shared their experiences on Trustpilot, listened to that feedback, and believed in our mission. We share this incredible achievement with *you*. 

The bar is never set at Trustpilot and we’re more than ready to start the next chapter of our journey together!


Announcement: Trustpilot lists on the London Stock Exchange 

With the power of your customers’ voices, you can get closer to consumers, and win new business. We want to make it even easier for our business users to feature their reviews in email campaigns. Klaviyo was the obvious choice for our integration.

Like every marketing channel, email performs better when it proves the business is trusted by consumers. With the power of your existing customers’ voices, you can get closer to consumers, and win new customers.

This is why we wanted to make it even easier for our business users to feature their reviews in email campaigns. As one of the most popular email service providers in the fast-growing eCommerce sector, Klaviyo was the obvious choice for our integration. 

## Here’s how it works

The integration is easy to use. After connecting your accounts, customize the Trustpilot widget for Klaviyo newsletters. Select the review type (service or product), star-rating threshold, and keyword content that you want to display in newsletters. Drop this widget into your Klaviyo newsletters, and send. Any time email recipients open the email, they’ll see the most recent reviews that match your settings, as well as your current TrustScore.


Klaviyo Trustpilot integration

## Using the integration for social proof in email marketing

Review content in email campaigns can make a meaningful difference at critical points of the customer journey. In fact, 82% of consumers report that [ratings and reviews in email marketing can make them more likely to make a purchase](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers).

We tell our business users to add reviews to welcome campaigns to grow trust at the beginning of the customer journey, in cart abandonment emails to bring them closer to the sale, and in winback campaigns to extend LTV. Timely promotional newsletters can also benefit from the increased conversion that reviews bring.

[Check out some of our other recommendations](https://business.trustpilot.com/reviews/browsers-to-buyers/3-personalized-email-campaigns-to-increase-conversions) for personalized email campaigns.

## Ready to get started?

This integration is available to any Trustpilot Standard user with a Klaviyo account. 

[Follow the instructions to start now](https://support.trustpilot.com/hc/en-us/articles/360017170600). 

*New to Klaviyo? *

[Start with a free account here](https://www.klaviyo.com/partner/signup?utm_source=0010V00002Nvidk&utm_medium=partner). 

*New to Trustpilot? *

__Request a free demo below__ to get started with a Standard plan and use the integration.

Trustpilot and Klaviyo, partnership announcement

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

Why the finance industry needs to pay attention to consumer insights

If you’re in financial services, the simple act of listening to your customers has never been so crucial as it is now. In this article, we discuss why the finance industry needs to pay more attention to consumer insights.

According to a survey commissioned by Trustpilot, consumers are [50% more likely](https://business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-financial-services) to say that their level of trust in financial services providers has decreased (rather than increased) over the last 3 years. 

This is hugely important because when you’re [dealing in finance](https://business.trustpilot.com/industries/finance), you’re likely dealing in relationships. Your customers aren’t buying a pack of gum. They’re entering into what could be a multi-year partnership with your company. 

So with a trend of rising distrust, you can bet that more and more people are doing their due diligence before choosing a company to handle their money — which brings us back to the importance of listening to your customer. How well you listen determines how well you can actually communicate to your audience, build ever-improving experiences, and ultimately improve your bottom line.

And that all starts with capturing consumer insights.

## What are consumer insights, again?

Consumer insights are actionable interpretations of human behaviour that are used to gain a deeper understanding of how an audience thinks and feels. Analysing these insights helps companies understand the motivations, desires, and feelings of the people they want to engage with, all so they can serve them more effectively.

__In short: if you want to meet your customers where they really are, you first have to know where that is.__

When it’s done right, the application of consumer insights can change how you communicate (and resonate) with your clients, increasing sales and customer satisfaction.

Collecting consumer insights can be tricky — here are a few things you’ll need:

__1. Good data quality__

- It all starts with collecting solid data. Without high-quality data, your conclusions or results will likely suffer.

__2. A dedicated analytics team__

- Oftentimes, the most valuable insights aren’t exactly obvious from glancing at a datasheet. You’ll want a dedicated data analytics team to extract the stories out of the data you’ve collected. 

__3. An open mind__

- Gathering and analysing information on consumer behaviour is one thing. But actually acknowledging the sometimes-inconvenient truths that your data is showing you? That’s another. 
- It’s essential to carefully consider the results of your consumer research, whether you agree with them or not.

__4. Database and segment marketing__

- Database marketing uses databases of customers to generate personalised communications. If they are purposefully crafted, these databases represent specific personas, audience segments, regions and more. 
- These kinds of groups are essential to test the authenticity of your consumer insights across different strata. That kind of multifaceted testing can confirm your hypotheses as facts.

## How do consumer insights differ from market research?

These two terms are easily confused, but are markedly distinct. 

__1. Market research__

For starters, market research is an effort to gather information surrounding a given market. That means recording metrics like market needs, market sizes, competitor presence, market rates, service pricing, and more. 

__2. Consumer insights__

If market research tells us *what* is happening, consumer insights tell us why it’s happening. The team providing these insights will offer a narrative around the data with the goal of making actionable recommendations towards typically lofty goals like improving CSAT metrics, increasing customer retention, and generating more revenue. 

And *it works*. 

Here are a few ways financial institutions can use consumer insights to better attract and engage with customers.

## 3 Ways you can turn consumer insights into tangible benefits

### 1. Analyse the competition

Because financial services companies don’t vary wildly when it comes to rates, the company that can best listen to consumers (and utilise that information) usually ends up serving customers the most effectively. That can also mean listening to what customers are saying about your competitors’ services and considering that information as you improve your own. 

### 2. Improve the customer journey

Another way consumer insights can amp up your consumer experience is by revealing specific opportunities to better your customer journey. 

Take the [example of Wayfair](https://www.forbes.com/sites/blakemorgan/2017/12/15/leveraging-customer-data-to-create-relevant-customer-experiences-2-examples/#731b07d961d3), a leading online home goods retailer. After analysing consumer research, they realised their customer journey had some sizable gaps - so they built an app for recommending products based on user interests. Not only did that insight-driven pivot lead to a 50% increase in customer retention for that year, the app now also provides the company with new insights into customers’ styles and needs. 

### 3. Personalise your marketing

Especially when it comes to the financial industry, marketing to “an average consumer” isn’t the best way to make people feel seen. When their money's on the line, consumers tend to appreciate a more personal, more cared-for approach. That’s where hyper-personalised marketing can come into play and help them feel like your company is truly speaking to them as individuals.

Consumer insights can help you develop your understanding of your audience to the point where you can make your marketing truly personalised.

## Next steps

__1. Establish what you want to learn__

- Before conducting research, make sure you know what (and how) you’ll get your data.

__2. Identify your resources__ 

- How will you obtain data, who’s going to collect it, who’s going to analyse it? Make sure you have enough time and employees dedicated to getting and using your consumer insights.

__3. Decide your collection method__ 

- How you’ll collect data is extremely important. Are you targeting a specific audience? Existing consumers? Will you use a survey? A focus group? These are important questions. Trustpilot's Review Insights tool is a great way to get started.

__4. How will you use the data?__ 

- Make sure your efforts are not going to waste. It’s important to plan and think ahead. Once you have the data, start thinking about what departments, processes, strategies, and initiatives might be affected and what the plan is for that.

*Lastly, get started!* It can be a challenging process to build up a stable of customer insights, but it can massively pay off in the long run. 

Find out how Trustpilot reviews can help you collect great insights, learn about Trustpilot's [Review Insights tool here](https://business.trustpilot.com/features/review-insights), or create a free Trustpilot account today to start collecting reviews.

Why consumer insights are now crucial to the finance industry

Woman with glasses looking straight ahead

Consumer insights are an interpretation of human behaviour used by businesses to gain a deeper understanding of how their audience thinks and feels. Learn how to use them to better understand your customers, meet their needs, and grow revenue.

Listening empowers you to learn from and talk to your customers in order to create ever-improving experiences.

Businesses with quality data are more likely to collect actionable customer insights, which can help them grow their bottoms line in the long run.

## So what are consumer insights, exactly?

A consumer insight is an interpretation used by businesses to gain a deeper understanding of how their audience thinks and feels. Analysing human behaviours allows companies to really understand what their consumers want and need, and most importantly, why they feel this way. 

When consumer insight research is conducted properly, it should improve the effectiveness of how a company communicates to its customers, which is likely to change consumer behaviour, and therefore increase sales.

But [collecting good consumer insights can be challenging](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), so here is what you need in order to collect and use consumer insights properly:

__1. Good data quality__

Data quality is vital to the collection of consumer insights. Without high-quality data, your conclusions or results might suffer.

__2. A dedicated analytics team__

The role of your data analytics team is essential in order to understand how your customers think and behave. If you don’t have the right analytics team, it’s hard to understand what the data is telling you.

__3. Consumer research__

It’s important to understand and acknowledge consumer behaviour and consumer insights should help you engage with customers emotionally. In order to do that, [it’s essential not to ignore the results of your consumer research](https://uk.business.trustpilot.com/reviews/how-staysure-uses-the-power-of-ai-to-build-customer-trust), whether you agree with them or not.

__4. Database and segment marketing__

Database marketing is a form of marketing using databases of customers to generate personalised communi cations. These databases can lead to personas, different sets of audiences or segments. As consumer insights remain theoretical, database marketing is another essential element to your research when it comes to testing and learning. Indeed, test actions are necessary if you want to turn insights into facts.

## But what’s the difference between market research and consumer insights?

__Market research__ can be defined as an effort to gather information about customers or markets. It provides information about market needs, market sizes, competitors and customers. It is the “what” of customers and markets. 

Market research delivers statistics and knowledge. 

__Consumer insights__ deliver the same, but tend to come with recommended actions that will help you amplify the company’s growth. This means the team in charge of consumer insights will deliver both data and narrative, allowing you to make use of the data.

Long story short, research tells us what is happening, whereas consumer insights tell us why it’s happening, and will allow us to make changes to our business in order to improve customer satisfaction, customer retention, and increase our bottom bottom line.

If you’re still unsure how you should be using these insights to influence your business and better engage customers, we’ve got you covered.

## Using consumer insights to amplify your marketing efforts

__Consumer insights help analyse the competition__
Whether or not you are the market leader in your industry, looking at how consumers talk about products and services in your industry can reveal a lot about consumers’ needs, and what you can implement to improve your own product, service, or business. 

Being aware of consumers’ conversations when it comes to other products can be extremely valuable, regardless of whether or not they mention or are aware of your business.

### Consumer insights help improve the customer journey


The customer journey’s 5 different stages: awareness, consideration, purchase, retention, and advocacy. Mapping your customer journey will help you understand your customer’s experience and should highlight any gaps you may have.

The customer journey’s 5 different stages: awareness, consideration, purchase, retention and advocacy.

Consumer insights can also help companies map their customer journey and identify any gaps where there might be some, as well as find what works best, and what can be improved for a better user experience and customer journey, from awareness to purchase and advocacy.

Forbes covered [a great example](https://www.forbes.com/sites/blakemorgan/2017/12/15/leveraging-customer-data-to-create-relevant-customer-experiences-2-examples/#731b07d961d3) of how consumer insights was used. Wayfair, a multi-billion dollar online home goods retailer conducted consumer research and analysed their data, and realised they needed to improve their overall customer experience. So they built an app that lets users take pictures of items they see and like giving the information needed so Wayfair can offer recommendations.

Not only did this research allow the business to improve customer experience, but the app now also provides the company with new insights into customers’ styles and needs. As a result, Wayfair saw a 50% increase in customer retention the year the app came out.

### Consumer insights help personalise your marketing

Mass marketing is a strategy in which a company decides to ignore targeted marketing and speak to a whole market instead. The example below illustrates mass marketing perfectly.

An example of mass marketing advertising: toothpaste advert

An example of mass marketing advertising

Today, companies offering a service or product used by many still tend to use mass marketing, like this toothpaste advert. Indeed, by definition of mass marketing advertising, mass-market products do not necessarily need to personalise their communications in order to sell more. 

But in a world where competition is so tough, personalisation has become a necessity for many retail brands out there. Targeted and personalised help communicate a better, clearer message, and therefore attract and retain customers.

That’s why consumer insights can help businesses understand why people buy certain products over other ones and what’s driving those preferences. 

This can help you refine your personas, and determine the best way to speak to your different audience segments. Here are a couple of examples of personalised marketing.


Very personalised website homepage

An example of personalisation

*Very* uses personalised messaging based on sign-in information and seasonal weather data to make a more intimate connection with the site visitor.

Spotify billboard displaying social proof and personalised content

Spotify’s new billboard campaign uses internal consumer data to create unique singular stories that highlighted how personal listening to music can be.

Netflix's personalised homepage

Netflix, on the other-hand, uses algorithms based on previous viewing behaviour in order to recommend the right kind of content to viewers.

Whether it’s with algorithms, internal data, or a mixture of internal and external data, consumer insights help refine the way you communicate to your customers - these brands all use consumer insights to better understand their audience and personalise their marketing and offerings.

Insights are essential to learn about and understand your audience better, as well as find deeper, more actionable insights to improve the way you market your business. 

There are many ways you can use insights to boost your company’s bottom line - so we’ve put this list of steps together to get you started!

### Getting started with consumer insights

- Establish what you want to learn: before conducting research, make sure you know what (and how) you’ll get your data. 
- Identify your resources: How will you obtain data, who’s going to collect it, who’s going to analyse it? Make sure you have enough time and employees dedicated to getting and using your consumer insights.
- What’s your collection method?: How you’ll collect data is extremely important. Are you targeting a specific audience? Existing consumers? Will you use a survey? A focus group? These are important questions. Trustpilot's Review Insights tool is a great way to get started.
- How will you use the data? Make sure your efforts are not going to waste. It’s important to plan and think ahead. Once you have the data, start thinking about what departments, processes, strategies, and initiatives might be affected and what the plan is for that.

Lastly, get started! Obtaining consumer insights is hard work but can pay off in the long run. Find out how Trustpilot reviews can help you collect great insights, learn about Trustpilot's [Review Insights tool here](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), or create a free Trustpilot account today to get started.


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

Untitled Artwork 45 (1)

What type of metrics measure customer success

We all know customer satisfaction is important, but with many different variables it can be tricky to measure. Learn some of the different metrics to monitor and work on for an improved customer experience.

These are more long term questions, but customer satisfaction levels are also constantly changing, so brands need to keep an eye on them in the short term as well. If levels dip, action needs to be taken immediately to prevent further decline. If they rise, figuring out what changed and replicating it across your business can lead to even more success. 

And even if your customer satisfaction has long been in decline, it’s never too late to try and create a better experience for your customers — the kind that will help you gain more loyal customers and see more success in the long run.

Measuring customer satisfaction can feel a little intimidating, but it doesn’t need to be. And it’s okay if there are some areas where you’re falling short. But if your customers are unhappy it’s much better to understand why and resolve the issues than to keep your head in the sand and hope the problems magically disappear. 

So, where to start? There are a few important customer satisfaction metrics to help you understand how you’re doing already and find areas for improvement. Even a tiny improvement in the following focus areas can mean a better experience for your customers, and a better bottom line for your business.

## Customer satisfaction metrics to guide your business
Depending on your business, some of these will probably make more sense for you than others. You don’t necessarily need to focus on all of them, but committing to monitoring a few of them can bring you great results for your business. The more of them that you can focus on, the more your customer satisfaction will likely improve. 

### Customer retention and churn rates – do they stay or do they go? 
[Customer retention](https://www.salesforce.com/eu/learning-centre/customer-service/customer-retention/#:~:text=To%20calculate%20your%20customer%20retention,E%2DN) looks at which of your customers stay with your business over any given period of time. You can figure out how to calculate yours [here](https://blog.totango.com/2021/03/how-to-calculate-and-improve-your-customer-retention-rate/ "How to calculate and improve your customer retention rate"). 

Because acquiring new customers is generally more expensive than retaining your current customers, customer retention rates can have a huge impact on your bottom line in both the long and short term. 

There are a few different [strategies for boosting customer retention](https://www.shopify.com/blog/customer-retention-strategies "What is customer retention? 5 strategies to keep customers"). Starting a customer loyalty program can be an excellent way to incentivize customers to keep spending with your brand and so can offering a discount towards their next purchase at the end of their transaction. Better email engagement programs and win back campaigns sent to customers who have already moved on can help as well. 

### Repeat purchase rate
To figure out your repeat purchase rate,simply divide your total number of customers by your return customers. This is an excellent way to measure customer satisfaction because if you have a large number of customers returning that indicates that your customers are happy enough with your product or service to keep coming back. The numbers speak for themselves.

Unless you’re selling something where people truly only need one or can use the same product for a long period of time, a low repeat purchase rate is typically a bad sign for your business. It means it’s time to ask why your customers aren’t coming back. 

If you’re suffering from a lower repeat purchase rate, there are plenty of [ways to help improve it](https://blog.smile.io/how-to-calculate-purchase-frequency/ "How to calculate purchase frequency and how to improve it"). And even if yours is doing pretty well, any improvements to this will still translate into large financial gains for your brand. 

### Customer lifetime value
Closely tied to repeat purchase rate, your [customer lifetime value ](https://blog.hubspot.com/service/how-to-calculate-customer-lifetime-value "How to calculate customer lifetime value")is the total amount of sales your business will typically see per customer. And it stands to reason that the better your customer experience, the more business you will likely see from each of them. 

This is a great metric to keep an eye on as you put more of a focus on customer satisfaction. If you do it properly, you’ll be able to watch it grow over time as your focus on their experience has them coming back more and making larger purchases. 

Once you get to a point where you’re seeing higher lifetime value from each customer, you can really put all your focus on acquiring new customers, because the ones you have are already happy with your brand and extremely loyal to it. 

And here’s the real beauty of working to improve your customer satisfaction levels: the happier your existing customers are, the easier (and cheaper) it will become to [attract new customers](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to marketing with customer reviews").

### NPS – are your customers promoting your brand? 
Your NPS – [Net Promoter Score](https://blog.capterra.com/what-is-nps-net-promoter-score-explained/ "What is NPS? Net promoter score explained") – measures how likely your customers are to recommend your business to a friend. This is done with a brief survey asking your customers how likely they are to recommend your business on a scale of 1-10. Chances are, you’ve encountered this survey question embedded right into a software product you frequently use.

Answers between 0-6 reveal your detractors, 7-8 are your passives, and 9-10 are your promoters. Subtract the percentage of detractor responses from the percentage of your promoters and you’ve got your score. 

This can be a great option for businesses because it’s a relatively simple survey that your customers are likely already familiar with — and possibly more likely to engage with. It also takes just a moment to fill out. You can also [get a lot more out of it](https://blog.hubspot.com/service/what-is-nps "The ultimate guide to your NPS score") by leaving a spot for your customers to be able to leave qualitative feedback about how your business could improve. 

Re-calculating your NPS score over time can help you see how your customer satisfaction levels are rising or falling, so for best results you should do this once or twice a year.

### Customer reviews for qualitative and quantitative feedback 
Customer reviews go straight to the source about how your customers feel about you. And because they consist of both star ratings and the actual review, they also provide you with both quantitative and qualitative feedback. 


Customer review Swappa

Reviews can also tackle two different customer service issues, right at the source. [Responding to reviews](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews "How to respond to negative reviews") and resolving customer issues helps keep individual customers happier. But taking it a step further and making changes to your business based on [common trends in your reviews](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights "Review insights: using the wealth of insights in your customer reviews to better your business") helps ensure that future customers won’t have the same issues. 

Because of this, customer reviews are both a metric for customer satisfaction and a tool to help you engage with your customers and offer them better customer service, all at the same time. 

Customer reviews are a powerful customer satisfaction tool for one other reason. They offer your customers a place to engage with your brand – and for you to build trust in your brand by engaging with them. Your customers are going to be talking about your brand online either way, but collecting and responding to your customer reviews allows you to be a part of that conversation. 

### CSAT scores for a quick and simple pulse check 
[CSAT scores](https://www.qualtrics.com/experience-management/customer/what-is-csat/ "What is a CSAT and how do you measure it?") are another method of direct customer feedback. You survey your customers and give them a 1-5 scale to rank how satisfied or unsatisfied they are with your business. You take the number of customers that gave you a four or five – satisfied or extremely satisfied – divide by your number of survey responses, and multiply by 100. That gives you your percentage of satisfied customers. 

These can be emailed to your customer base as surveys, come as a popup at the end of checkout, be sent through SMS, or any other way you communicate with your customers. 

CSAT scores are a great way to get a general pulse of how your customers are feeling, but the main limitation here is the lack of qualitative feedback. CSAT doesn’t help you figure out where you’re missing the mark for your unsatisfied customers or how you could improve their experience going forward. 

## When you grow your customer satisfaction, you grow your business
Not all of these customer satisfaction metrics are going to be right for your business so it’s important to take a look at each of them and decide what’s right for you. Once you have an idea of which ones – and we definitely suggest more than one – make sense, then you can get started. 

We know that negative feedback is never fun, but shying away from it only hurts your business in the long run. Confronting your negative feedback head on is the only way to improve your business moving forward and create a better experience for your customers. 

If customer reviews seem like a good metric to measure and [improve your customer satisfaction](https://business.trustpilot.com/customer-stories/training-education/how-kaplan-internationals-customer-satisfaction-skyrocketed-with-trustpilot "How Kaplan International's customer experience skyrocketed with Trustpilot"), we’re here to help. [Click here ](https://business.trustpilot.com/request-demo "Trustpilot request a demo")to speak with one of our specialists and start collecting reviews from your customers today. 


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