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

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Turn Browsers into Buyers - Trustpilot Blog

Reviews - Turn Browsers into Buyers

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.

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. 

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.

How brands can adapt to Gen Z’s new shopping habits V2

How brands can adapt to Gen Z’s new shopping habits

We’re seeing a shift in values for Gen Zers: they crave authenticity and purpose, they engage with companies who align with their own values, have a mission, and are doing good in our world. How does this impact their habits and how can brands adapt?

The mid-to-late 1990s are usually used as starting birth years, and the early 2010s as ending birth years for Gen Z. 

So what’s so different about Generation Z? 

Well, we’re seeing a real shift in values for this demographic group. Gen Zers crave authenticity and purpose. They are looking to engage with companies who align with their own values, have a real mission, and are trying to do good in today’s society. 

So how does this impact their shopping habits and how can brands adapt to this new demographic? In this article, we take a look at Gen Z’s expectations and behavior, and find out how this new generation is shaping the future of shopping.

## Looking at Gen Z’s shopping habits

### 1. Convenient shopping

There is no doubt that social and mobile technologies [have changed consumers’ shopping habits](https://thekeenfolks.com/the-impact-of-technology-on-consumer-behaviour/) and expectations.

Today’s consumer expectations often include an omni-channel customer experience. [An omni-channel presence](https://uk.business.trustpilot.com/reviews/build-trusted-brand/why-an-omni-channel-experience-is-your-best-christmas-present) matches messaging and ensures there’s no disconnect across channels. Brands with a disjointed message across digital and traditional channels (commonly known as a multi-channel approach) could end up losing ground in the market. 

Gen Z is a true [omni-channel generation](https://www.marketingevolution.com/knowledge-center/trend-analysis-preparing-omnichannel-success-gen-z). Their shopping behavior shows that they like to buy wherever best suits them, and with no particular channel preference. As part of this, Gen Z also seems to have shifted back to [brick-and-mortar shopping](https://www.theguardian.com/fashion/2020/may/25/shopping-habits-of-generation-z-could-spell-end-of-fast-fashion), while millennials have moved much more towards an online approach.

That doesn’t mean Gen Zers are no longer interested in online shopping. In fact, they enjoy using different types of channels for a more holistic experience; they might browse a product online, purchase it later on through a retargeting ad on social channels, or go directly to the shop to buy it. 

So while their interest in high street shops is bigger than Millennials', browsing online and the flexibility of omni-channel experiences is very much appreciated by this new generation of consumers.

### 2. Better quality products

There’s no doubt that the rise of new payment methods such as buy-now, pay-later (BNPL) have empowered younger consumers ([22% of Gen Zers](https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal)) to buy more. But that’s not the only reason Gen Zers like to use this form of payment. 

A survey found that product quality was amongst the [three characteristics](https://www.marketingdive.com/news/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says/581191/) that establish trust in a brand amongst Gen Zers, along with positive reviews and customer service. New forms of payment such as BNPL can help Gen Zers buy more expensive and better quality products. 

As well as new payment options, Gen Z is also exposed to other ways of buying higher quality products, such as second-hand shopping. As established earlier, Generation Z tends to engage with brands that have a real mission, and are trying to do good in today’s society. This new shopping habit probably comes from a desire to protect the planet and break out of the fast fashion cycle. In fact, today, [27%](https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal) of Gen Zers say that they’re more likely to shop on preloved and vintage platforms.

### 3. New consumer buying behavior

It’s safe to say that Generation Z has very different shopping habits than other generations before. Gen Z’s buying behavior shows that they like to stay relevant to current trends, and make purchases to lift their mood.

They no longer need to shop [just once a week, or even once a month](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping). 
The rise of new social media platforms and influencer marketing has completely shifted the way that this new generation buys. In fact, they like to make smaller purchases, more often – sometimes more than once a week.

Traditional advertising isn’t as efficient as it used to be. Gen Zers prefer to look to their peers for inspiration, and tend to [trust other consumers’ opinions more](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) than what brands have to say about themselves.

## How eCommerce businesses can convert more Gen Z consumers

### 1. Prioritize omni-channel experiences

With bigger companies now playing on both fronts, it’s important for smaller businesses to break down the online/offline mentality and create a seamless flow from store to online for Gen Zers to use throughout their buying journey.

In 2022, shopping has become a 24/7 activity that is easily done through a multitude of devices. Everything is interactive, and when it comes to meeting Gen Z consumers’ omni-channel needs, the storefront is no exception.

By providing great experiences both online and offline, retailers can make shopping more enjoyable for their customers. One of the best ways to do this is by integrating their digital presence to their brick & mortar shops.

Following the omni-channel trend can truly help brands improve the in-store shopping experience by offering additional information consumers might need within easy reach. This creates a unified experience that allows Gen Zers to engage with a brand faster and consider purchasing from a retailer, regardless of channel.

### 2. Adopt new payment methods, both online and in-store

Did you know that [24%](http://www.iqpc.com/media/1003982/39442.pdf) of consumers abandon their transactions at checkout because the retailer doesn’t offer their preferred payment choices?

A study found that Gen Zers currently anticipate [reducing their use of debit cards](https://www.emarketer.com/content/how-gen-z-embracing-digital-payments) from 35% now to 26%, and credit cards from 16% now to 14%. Cash is also in rapid decline, with only 22% of Generation Z admitting that they would continue to use cash for future purchases.

There’s no doubt that the last two years have hastened the shift towards digital payments. As a result, Gen Z is more likely to embrace some of the following payment options:

- Buy now, pay later apps. 
- Wallet services and contactless payments such as Apple Pay, Google Pay and Paypal.
- Peer-to-peer payment apps. 

Adapting to new shopping habits means having to cater to different customers, with different needs and different expectations, such as the new Generation Z. Multiple payment options ensure your larger audience is taken care of and that their expectations are met. 

### 3. Make transparency and authenticity your top priorities

Members of Generation Z are, generally speaking, a bit more of a skeptical crowd. Their ability to verify anything online over the years has made it a lot harder for brands out there to earn their trust. That’s why Gen Z admires and looks for brands that value transparency, honesty and authenticity. 

It’s clear that Gen Z have developed different shopping habits than their predecessors; Gen Zers like supporting businesses that they believe in and that reflect their own personal ethos and values. 

Brands that understand the importance of honesty and transparency and can adapt to Gen Z’s new needs and expectations are more likely to earn their loyalty in the long run, while other businesses risk being left behind.

So, why not look into becoming a more transparent business this year, while learning from your Gen Z customers? It's quick and easy, sign up for free below. 

5 Tactics to increase your eCommerce conversion rate

It’s no secret that conversion rate optimization is an important part of online marketing. We asked our partners at leading agencies for their advice. Their experts came back with 5 tactics businesses can use to increase their online conversions.

The CRO ‘science’ consists in optimizing your website in order to increase the likelihood that visitors will complete a specific action, or at least get closer to a desired goal. 

In 2020, [the average eCommerce conversion rate is about 2.86%](https://www.invespcro.com/blog/the-average-website-conversion-rate-by-industry/#:~:text=The%20latest%20survey%20and%20studies,website%20conversion%20rate%20of%204.31%25.). This means that 97.14% of visitors leave most websites without completing their customer journey.

As many businesses have had to sell online these past few months, and as the busiest time of year approaches, we asked our partners at leading agencies for their advice.

Their experts came back with 5 great tactics eCommerce businesses can implement to increase their online conversions throughout the funnel, from search to onsite. So if your conversion rate hasn’t budged, or worse even, is dropping, you might want to give these a go! 


## 1. Implement schema markup in your structured data 

[Dan Baum, Paid Media Specialist at IMPACT](https://www.impactbnd.com/team/dan-baum) recommends that his clients use structured schema markup on their pages.

“Structured schema markup provides the search engines more information to better understand the content and intent of each page. The search engines then present these extra details as review snippets under the title and meta description of your SERP listing. Schema markup lets you give users more information about your page, like information about your hours, contact details, reviews, pricing, location, star-rating, product availability, and more. The availability of all this extra information drastically improves the appearance of your search results and can significantly improve your click-through rates.

“The tough part is that you can't just ‘turn schema on’ to start using these much more attractive search results. You'll need to head to Schema.com where they walk you through all the vocabulary and code you'll need to create schema markups that can be read by Google, Bing, Yahoo, and most other popular search engines. if complex coding and development isn't really your thing, there are some really effective schema generators out there. Check out [technicalseo.com](https://technicalseo.com/tools/schema-markup-generator/) or [Google’s tool](https://www.google.com/webmasters/markup-helper/u/0/).

Schema markup image 1

Schema markup Image 2

Schema markup image 3

## 2. Dominate SERPs with search query funneling

Greg Thibault, Organic Search and Conversion Strategic Manager at Exclusive Concepts, is a strong proponent of search query funneling, a tactic that allows you to identify keywords to drive more revenue for your business and dominate SERPs, while mitigating [wasted ad spend](https://bi.exclusiveconcepts.com/googleadsscorecard/signup?utm_source=Trustpilot&utm_medium=Trustpilot&utm_campaign=blog). 

“The three core steps to search query funneling differ from the typical bid approach of bidding on high-value IDs. Here are the steps:

- Step 1: Prioritize your keywords, placing categorical phrases at high-priority, and deprioritizing branded, product-specific keywords.
- Step 2: Instruct Google on where and when to stop by adding negative keywords and using campaign priorities.
- Step 3: Assign bids to each priority bucket. Bidding high for low-priority phrases and low for high-priority phrases.

In order to capitalize on the visibility you are driving by leveraging [search query funneling](https://mail.google.com/mail/u/1/#inbox/FMfcgxwJXLdhpVRtcqFLsFnXDvSDzBSJ?compose=CllgCHrdlcTJWkjfcWNszWPTqSrtCpGxSjPhMfsdKNzHhKBkmHwXXTqxSjXKTKktPpTjJvvZmBB), ensure you have product reviews on both the SERP and the product page. Reviews ultimately influence conversion and anything you can add to product listing ads or site is a no-brainer.”


Dog Food google shopping 1

Dog Food product page 2

## 3. Social proof improves conversion throughout the funnel

Exclusive Concepts’ advice to improve conversion continues throughout the funnel with an emphasis on social proof. 

“With [shoppers moving to eCommerce](https://www.exclusiveconcepts.com/insights/its-unanimous-klaviyo-and-exclusive-data-find-big-sales-potential-across-e-commerce/?utm_source=TPblog&utm_medium=Trustpilot&utm_campaign=SEOblog) in droves for 2020, it’s only becoming more imperative for online stores to convey instant trustworthiness. To do that, we recommend adding visible social proof at significant steps in the customer journey to engender feelings of safety and security. 

Because the user experience is paramount to helping undecided and unfamiliar shoppers feel
comfortable making purchases, online stores should: 

- Include star-ratings for every item on __category pages__
- Display a review carousel near the top of the page and star-ratings near the add-to-cart button on __product pages__ 
- Include a review carousel at the bottom of the page, near the checkout button on __cart pages__ 

The most successful e-commerce sites will be the ones that can [reassure their customers](https://www.exclusiveconcepts.com/insights/increasing-conversion-webinar-reviews-based-marketing/?utm_source=TPblog&utm_medium=Trustpilot&utm_campaign=SEOblog) that they are making a good decision at each point of the purchase.”

White Mountain Puzzles product page

## 4. Convert onsite with an optimized chatbot 

Ben Lack, CEO of [Interrupt Media](http://www.interruptmedia.com/), suggests implementing a chatbot onto your website. 

“If implemented correctly, you’ll give yourself the ability to quickly answer questions your potential customers have about the products you’re selling so that you can turn more web visitors into customers. After implementation, make sure that you have a clear strategy for different page types. For example, for your home page, consider having your chatbot automatically ask a question like ‘is there a specific product that you’re looking for?’. If it’s a specific product page, your chatbot may want to automatically ask ‘do you have any questions about this product that I can answer?’. 

“These are leading questions that generate opportunities for your chatbot to convert more traffic into sales. Some chatbots will let you automate replies based on user responses while others require someone to write real time responses. So make sure that you map out how you want to support the user engagement for each use case.”


## 5. Optimize for your core demographic's digital behavior trends

Barron Rosborough, Content Marketing Manager at Hawke Media, offers a tactic that helps businesses increase conversion at every point in the funnel.

"Analyzing the behaviors of your core demographics is a tactic you can employ to hone in on trends in customer behaviors that lead to conversions. 

This is helpful for two reasons:

1. You learn which customers are likely to buy and you can tailor your strategy to earn their repeat business.
2. Once you’ve identified behavior patterns, you can isolate those traits in your targeting to expand your audience for potential customers that are likely to convert.

Look for co-occurrence between activities by visitors that complete checkouts on your website. Where did they come from? What did they click? How long did they stay on the page? Glean helpful data points that help identify behaviors that have a high correlation with purchase intent.
 
For Hawke client [Barstool Sports](https://hawkemedia.com/blog/barstool-sports-sem-monitize-following), we analyzed the behavior of visitors to all of their content channels, realizing that their massive audience was consuming their content, but not visiting their store. So our team redirected users to their online store by serving search ads on various platforms leading to a 1,082% increase in eCommerce revenue."

Barstool Sports graph

We hope these 5 tips from digital experts will help you master conversion rate optimization so you can start improving your website’s user experience today.

If you found this article insightful, or if you have any other tips you’d like to share with us, do not hesitate to tweet us at @Trustpilot using #onTheBlog. Alternatively, if you'd like to find out more about Trustpilot and how reviews can help you boost your sales, give our conversions guide a read by clicking the link below:

black friday sales leveraging trustpilot reviews

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

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

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

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

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

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

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

But it doesn't have to be this way.

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

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

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

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

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

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

__Afraid customers might back out on the checkout page? __

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

Trustpilot social proof on Dusk's website

Dusk leverages trustpilot reviews

Reviews homepage Dusk.com

Dusk.com showcase Trustpilot reviews throughout their website

Dusk uses Trustpilot reviews directly on-site

Reviews homepage 2 Dusk.com

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

### 2. Take time to socialise

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

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

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

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

Flowers.ie have embedded Trustpilot reviews on their Facebook Page

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

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

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

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

Example of ads with Google seller ratings

google seller ratings trustpilot

Google Seller Ratings example

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

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

### 4. Use reviews in offline marketing

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

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

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

## Finally, get ready for a sales rush

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

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

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

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

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

How to use reviews to boost sales this Black Friday

15 tips to improve conversions by Trustpilot 2019

In today’s competitive eCommerce landscape, it's harder to convertt customers. We all know conversions lead to sales, so here are 15 tips to drastically increase your eCommerce conversion rate.

But is it really that simple?

In a world where [84%](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/) of people do not trust advertisements anymore, converting visitors into customers has become a real mission impossible. Like most eCommerce businesses, you’re looking to optimise your conversion rates without spending too much, or without looking desperate, because desperation kills conversions...

You might be getting enough traffic, but boosting conversions doesn’t end at increasing traffic. If your conversion rate isn’t budging (or worse, if it’s dropping), you need to shift tactics.

If you’re asking yourself ‘how can I increase my eCommerce conversion rate’?, start by reading this article. We’ll give you 15 easy ways to improve your customer experience and boost your conversion rate.

## 15 Tips to optimise your eCommerce conversion rate today

### 1. Offer free shipping

According to Barilliance, shipping cost is the number one reason for cart abandonment [(25%)](https://www.barilliance.com/cart-abandonment-rate-statistics/) and [9 out of 10 consumers](http://marketingland.com/e-commerce-report-9-10-consumers-say-free-shipping-no-1-incentive-shop-online-180280) say free shipping is their biggest incentive to continue shopping online. If you’re charging for shipping, chances are you're losing some of your sales to your competitors.

Some may offer shipping for free regardless of what’s purchased and some offer free shipping tied to conditions, like a minimum spend requirement. Whatever you opt for, consider adding the option at checkout or promote it across key landing pages.

Here are 3 ways you can offer free shipping on your website:

* On orders over a specific amount.
* By having a minimum requirement of items purchased.
* Offering free shipping during a specific time frame - usually during slow periods.

### 2. Say goodbye to cart abandonment ###

Did you know the global average cart abandonment rate was over [77%](https://www.barilliance.com/cart-abandonment-rate-statistics/) in 2016? Cart abandonment may be a very common phenomenon, but that doesn’t mean you should let it affect your business.

Sending email reminders can help you reduce cart abandonment. Why? People tend to forget or might want to check out on a different device. Abandoned cart emails are a great way for consumers to come back to your site and complete their order.

But when is best to send an email?

* After 24 hours for full priced items.
* After just couple of hours for items on sale.
* If you’re looking to go the extra mile, why not give your customers the option to save their basket and come back to it later like ASOS does?

ASOS allows visitors to save items to their ‘bag’ and come back to it later

Asos - blog

Letting your customers save their items for a certain period will considerably reduce cart abandonment as saved items are easy to find again and stay saved for a longer amount of time, increasing the chance of a purchase.

### 3. Match your landing page copy with your PPC ad’s copy ###

It’s not uncommon to click a PPC ad and be redirected to a landing page with completely different message. Don’t overlook this, make sure your PPC ad and landing page copy match or the inconsistency will hurt your conversion rates.

If you’re advertising a 20% discount, free shipping, or a special offer on your ad, consumers will expect to be taken to a page with the same offer. If your landing page doesn’t mention the same offer as your ad, consumers are left with their expectations unfulfilled. They’ll leave your site and click on another PPC ad.

Here’s how to make sure message matching across your ads and landing pages:

- Double check you’re using the right link in your PPC ad.
- Avoid using false advertising in your ad’s headline. There’s no point using the words “free” or “discount” just to get traffic if you’re not going to actually offer those benefits. That’ll send conversion rates plummeting.
- Triple-checking the copy’s accurate. Are you describing everything consistently? Are you offering the right product or service? You’d be surprised how often companies will mess this up.

### 4. Content marketing will help you ###

In order to convert more consumers, it’s important to attract the right people in the first place. If you’re selling sportswear for example, you’ll want to attract traffic, but not from an audience who’s uninterested in sports and exercise. To get quality visitors, content marketing is essential.  

Continuing the sportswear example, writing about fitness and nutrition is more likely to help you attract the right audience and convert your readers because the content will be relevant for them.

This is how you can convert more with content marketing:

Make your blog easy to access from your website.
* Optimise your articles for SEO.
* Write about things that your audience likes and occasionally promote your own products.
* Fabletics have found the perfect balance by sharing some fitness and lifestyle-inspired content as well as some promotional content.


Fabletics offers lifestyle content suited to their audience

Fabletics - blog

Here’s why Fabletics’s blog works well:

* Their articles help them engage with their audience. If your consumers feel connected to your brand, they are more likely to make a purchase.
* Their blog boosts customer loyalty - customers are likely to come back regularly to read new articles and check out new products.
* Their promotional posts push indecisive consumers to finalise their checkout (e.g. “Fabletics swimwear guide: best swimsuits by body type”). Fabletics can do this without looking pushy because they've earned their audience's trust.



How can Trustpilot help increase your conversion rate?

### 5. Improve website speed ###

A study by Akamai found that 47% of people expect a web page to load in 2 seconds or less, and 40% say they will abandon a page if it takes more than 3 seconds to load. It’s easy to see how loading speed can impact conversion rates. Simply making your website faster will drastically improve your customer experience, and therefore help you convert more. Otherwise, visitors will be quick to leave and look for a faster site.

Speeding up your website - made easy:

* Use tools like Pingdom and GTmetrix to get your score and find out what could be improved.
* Reduce redirects and plugins.
* Use browser caching.
* Be aware of your image sizes and optimise them for the web. Large image files could slow load speeds, especially on mobile devices.
* Get started today


### 6. Personalise the landing & home page with recommendations

According to a recent report from Accenture, [75%](https://www.accenture.com/us-en/interactive-index) of consumers are more likely to buy from a retailer that recognises them by name, recommends options based on their past purchases, or knows their purchase history.

And it doesn’t stop there.

Gartner also found that by 2020, smart personalisation engines used to recognise customer intent will enable digital businesses to increase their profits by up to [15%](https://www.instagram.com/p/BJlFMxMBjSR/).

Using personalisation to show related products on landing pages or directly on your homepage based on a user’s intention will considerably boost your conversion rates because you’re offering options related to they're already looking to purchase.

Amazon personalisation

On my last two visits to Amazon, I searched for hair stylers and holiday books. When I returned, my “Recommended for you” section was full of products that could be of interest to me.

Here’s how you can get it right too:

Make sure you’re tracking the right data points - search history, order history, location, and more to determine what products they’d like to see. Consider including this section directly on the product page with an 'add to cart' option, this way, your customers won’t have to wait until their next order to discover the products they could be interested in.

### 7. Address uncertainty with additional information

It’s very unlikely for a consumer not to hesitate or compare products or options during their buying journey. Additional information gives buyers enough confidence to trust that you are the right brand for them. Product description is extremely important. Make sure your product copy is clear and reflects your brand image. Your customer should have no questions left once they’ve read the product description.

Add visuals! The more visuals you include, the more chances you have of converting consumers. Companies that use custom imagery actually have [7 times more conversions](http://bandwagoncreative.com/infographic/). And they don’t have to stop at photos. That’s why we recommend adding product demonstration videos or customer testimonials directly on the product page to answer any questions your potential customer might have.

Your guide to great product copy:

- Always double check your copy. Is it clear? Informative? Persuasive?
- Images are a must and videos are recommended!
- Customer testimonial videos will give consumers extra confidence because you’re offering a trusted third-party evaluation.

### 8. Improve your customer service

If your visitor hasn’t found what they’re looking for on your product page, or if they’re confused during the buying journey, it’s important for your eCommerce business to offer help as soon as possible. The faster, the better.

Real-time help works wonders, and more often, website visitors choose live chats over other contact channels. [Live Chat 100](https://www.livechat100.com/resources/live-chat-benchmark-report-2017) explains: “When looking at the data in 2016, we found that the chat-to-visit ratio improved by 4.94% at the most compared to 2015. That is to say, a higher percentage of website visitors chose to chat with agents for help.”

On-site live chats are a great way to engage with new or existing customers on any of your pages, reducing the likelihood that they’ll navigate away from a key page, or worse, leave your site altogether. Better still, these live expert chats can increase the chances of your visitor converting once their issue is sorted, or their question is answered.

How to build a great customer service:

- Make your contact details easily accessible so a potential customer can reach you at any time.
- Offer real-time help directly on site.
- Turn negative experiences into positive ones. [95%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of unhappy customers are more likely to return to your website if you have resolved their issue quickly and efficiently.

To learn more about about improving customer service, check out our articles [here](http://blog.trustpilot.com/blog/5-ways-to-improve-your-customer-service-on-your-ecommerce-site) and [here](http://blog.trustpilot.com/blog/6-types-of-online-customer-service-you-can-implement-today).

### 9. Make the checkout process as easy as possible

Did you know having to create a new user account is the second biggest reason for cart abandonment ([22%](https://www.barilliance.com/cart-abandonment-rate-statistics/))?

If you don’t offer guest checkout yet, it’s time to try it out! This will help keep all consumers stay engaged whether they’re repeat shoppers or first-time consumers. Adding the additional step of account creating creates friction for the user as they probably won’t want to create a new account every time they order from a new website.

Single-step checkouts are one of the easiest ways for existing customers to finalise their purchase.



Amazon checkout

Amazon’s Kindle store is one of the best platforms to use this system. Existing customers save their payment and personal details and can buy a Kindle book by clicking on the ‘Buy Now’ button without having to add it to their basket first.

Pretty amazing, right?

Here’s how you can be the king of checkout:

- Give your customers the choice! Let them check out the way they want to: as a guest, with their account, or with a 1-step checkout system using saved information.
- If they’re checking out as a guest, give them the option to create an account after their purchase, on the thank you or confirmation page or even as part of a post-purchase email.
- Offer to remember your customer’s payment details for future checkouts to encourage repeat shopping.

### 10. Multiple payment options

A [Paypal study](http://www.iqpc.com/media/1003982/39442.pdf) revealed that 24% of consumers abandoned their transactions at checkout because the retailer didn't offer the customers’ preferred payment choices.

Getting more traffic means your business needs to please different types of customers, with different needs and different expectations. Having multiple payment options ensures your larger audience is taken care of and that their expectations are met. After all, what good are customers who can’t pay you?

So how do multiple payment options help optimise conversion rate?

- It’s more convenient for the customer.
- It targets a global and wider audience.
- It encourages customer retention (remember our last point of saving checkout details?).

### 11. Invest in a good search bar

A good search bar will considerably improve your customer experience. Econsultancy found that, on eCommerce websites, [30% of visitors](https://econsultancy.com/blog/10407-site-search-for-e-commerce-13-best-practice-tips#i.e6bb0iahterern) end up using the site search bar. These are users that interested in purchasing a product and use the search box to exactly find what they're looking for.

Visitors can come on your site through a variety of reasons and they may have very specific intentions as they come on your site. A search bar allows them to skip past the customer journey to directly arrive at a product page, and eventually, the checkout page.

Internal search means better site usability, but also better product visibility. Customers find what they need faster, improving their overall experience and satisfaction, increasing the likelihood that they make a purchase from you.

Overall, search boxes can help you:

- Optimise conversion rates
- Improve customer retention and loyalty
- Improve on-site experience

Net-A-Porter’s robust search bar shows users how relevant a term is across product categories.

net a porter-screenshot-trustpilot

Net-A-Porter’s search bar ticks all the right boxes:

- It’s well-positioned, easy to find and is visible across the entire site.
- There is a drop-down system, which means that the search bar anticipates what you’re looking for as you type your keyword.

### 12. Filters, filters, filters!

The more choices your give to your customers, the harder it gets for them to choose what they want or need, or find what they’re looking for. Decision paralysis can be a big problem for your audience and is the reason we also encourage having one CTA on landing pages and marketing emails to ensure your audience is focused on clicking the most important button.

For optimising your conversion rates, you need to ensure your visitors have the capability of making a decision quickly without second-guessing themselves. That’s when filters come in. The more filters you give to your customers, the easier it gets to find the most suitable product(s) for them.

But what kind of filters are we talking about? You can filter by...

- Size
- Price
- Colour
- Style
- Range
- Type
- Length
- Brand ...

ASOS has some of the best filters we’ve ever seen. You can go from 2,000 dresses to 120 by picking your size, the colours you prefer, the price range, and much more.

ASOS’s filter function allows shoppers to quickly dwindle possibilities

asos filters-screenshot-trustpilot

ASOS' filters are particularly effective for the following reasons:

- They’re easy to use. Visitors can tick or untick the boxes and the page updates dynamically.
- There are a lot of filters, which means visitors can find what they need in no time.
- The filters take up minimal space so the focus is maintained on products.

### 13. A clear call-to-action is essential

Not all CTAs are created equal. Hubspot found that anchor text CTAs increased conversion rates by [121%](https://blog.hubspot.com/marketing/blog-anchor-text-call-to-action-study?__hstc=98516096.d43bdaaa13c0881ec864823c3ca4a2b8.1552486635047.1564561255740.1565165075671.160&__hssc=98516096.2.1565165075671&__hsfp=874348251) compared to banner CTAs at the end of pages.

Your call-to-action is can be your best closer in eCommerce but it’s easy to go wrong with small missteps. Your CTAs need to be clear, visible, clickable, and focused. The more CTAs a page has, the less likely your customers are to click each one, affecting how successful each CTA is.

Be mindful of how and where you’re placing your CTAs. Each page should have its own goals, and therefore its own CTA. These can vary from adding a product to a basket, check out, or even logging in.

These are different ways to use CTAs to optimise your business’s conversion rate:

- Being clear about what the CTA is.
- Place the CTA above the fold. If visitors need to scroll down to find it, your CTA won’t get much traction.
- Test them often! There are a lot of variations to play with, including size, placement, colour, and copy.
- Make sure the CTA stands out! You’d be surprised how often CTAs blend into the background.
- Keep the copy short and to the point.

Netflix’s CTA is short and clear. It stands out and concisely informs users on what they can expect if they click it.



Netflix’s CTA is brief, simple, and easily stands out.

netflix-screenshot-trustpilot

### 14. Product out of stock? No problem!

Ever heard of back-in-stock notifications? They’re a game changer.

If one of your products is out of stock, offer to inform customers as soon as the product comes back in stock. This is especially important when it comes to apparel, where size matters. Simply ask them to either add the item to their wish list, or to enter their email address so you could tie the notification to their account. This also incentivises users to sign up for an account.

Once again, Net-A-Porter’s website wins our praise with their ‘wish list’ function.

“Size sold out. Add it to your Wish List and we will notify you if stock becomes available.”

net a porter sold out-screenshot-trustpilot

But how can this optimise your conversion rate?

- According to eConsultancy, back-in-stock emails emails can achieve a [25%](https://econsultancy.com/blog/64363-how-to-improve-customer-experience-when-products-are-out-of-stock) increase in conversion rate.
- [71%](https://econsultancy.com/blog/64363-how-to-improve-customer-experience-when-products-are-out-of-stock) of consumers appreciate receiving notifications when the item they wanted is back in stock.
- Even If the customer is no longer interested in an item, your reminder is still an opportunity to get them to visit your website. And if you’ve been leveraging our other tips, you’ve already taken the steps to increase onsite conversions.

### 15. Use the voice of the customer

Lack of trust in advertising is seriously affecting the customer journey and the decision-making process. [Only 52%](https://hbr.org/2017/01/survey-peoples-trust-has-declined-in-business-media-government-and-ngos) of respondents from a major survey say they trust businesses to do what is right, and the credibility in CEOs has fallen 12% to 37% just this year. Conversely, 60% of respondents trust a person like themselves, the same amount compared to an academic or a technical expert.

It’s getting easier for consumers to compare businesses by price, shipping cost, quality, and customer experience, which makes it harder for eCommerce companies to stand out, and therefore convert consumers. Trust is one of those differentiators that can really help a company stand out.

[Word of mouth](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) is still one of the most popular method of recommendations today, and with [80% of people](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) trusting reviews as much as personal recommendations, it’s safe to say that reputation and third-party validation are big difference-makers.

The key to increasing eCommerce conversions is to include as much trust as possible throughout the whole customer journey. Using customer reviews or testimonials at key points in the decision-making process can encourage visitors to continue their journey with you (now or later), rather than quit your website and keep looking elsewhere.

Sugru's review integration on their product page utilises reviews as social proof.

Sugru-screenshot-trustpilot

Sugru highlights reviews on their product pages so consumers know other shoppers have used the product and had great things to say about it. Online reviews help consumers make smart and better choices.

Here’s how to use your customer’s voice properly:

- Be transparent, [don’t remove negative feedback](http://blog.trustpilot.com/blog/5-reasons-why-you-shouldnt-remove-negative-feedback).
- Include customer reviews at key product and landing pages.
- To be more credible, use a trustworthy third-party review platform.


Our conversion tips for this article are focused on a singular theme: improving the customer experience to boost conversions. Visitors become consumers when you encourage the process and make it easy. 

By keeping the customer journey as frictionless as possible, consumers can visit your site, make a purchase in a flash, and remember that when it comes to shopping, your company makes it easy. By making small improvements to your site and your customer journey, you’ll increase conversions and likely see an increase in repeat shoppers as well.

Want to improve conversions on key product and landing pages? Try adding reviews to your site and watch your conversions skyrocket. To learn more about collecting and using reviews, request a demo below!

15 eCommerce tips to drastically increase your conversion rate

Personalised emails to boost sales in q4

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

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

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

In this article, we'll cover:

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

Sounds interesting? Let's dive in.


## Why personalised content is the answer

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

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

Enter personalisation.

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

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

Amazon personalised emails

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

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

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

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

## How to master the art of personalised email campaigns

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

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

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

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

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

__Example #1: Increase in click-through rate__


product rec data.png 2086×374 (1)

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

__Example #2: Increase in revenue__

download (26)

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

## The secret to increasing sales through sending personalised emails

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

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

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

### Personalised Email #1: Category browse campaign

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

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

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

__Campaign Best Practices:__

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

__Subject Line Examples:__

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

__Average open rate: 42%__

__Average CTR: 27%__


Personalised email number 1

### Personalised Email #2: Product browse campaign

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

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

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

__Campaign Best Practices__:

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

__Subject Line Examples:__

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

__Average open rate: 52%__

__Average CTR: 26%__

personalised email number 2

### Personalised Email #3: Homepage abandonment campaign

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

__Display product recommendations containing__: Site-wide top sellers.

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

__Campaign Best Practices:__

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

__Subject Line Examples: __

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

__Average open rate: 22%__

__Average CTR: 16%__

personalised email number 3

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

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

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

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

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


3 Personalised email campaigns to increase conversions in December

Propel your store forward this christmas

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

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

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

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

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

## 1. Add customer reviews

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

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

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

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

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


Dusk.com product and service reviews

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

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

## 2. Implement a strong content marketing campaign 

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

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

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

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

Why is this? What makes content marketing so effective? 

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

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

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


Coggles website content marketing

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

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

Here are some tips for your next content marketing campaign: 

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

## 3. Work on your customer service

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

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

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

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

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

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

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

responses to reviews TP data

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

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

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

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

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

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

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

## 4. Strengthen your brand’s aesthetic

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

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

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

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

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

Bliss home page

Bliss visual identity example

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

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

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

### Conclusion

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

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

Read Trustpilot's 2020 Holiday Readiness Guide

4 Ways to propel your eCommerce store forward this holiday season

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

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

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

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

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

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

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

Let's dig in!

## Get the right mindset

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

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

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

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

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

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

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

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

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

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

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

### 1. Third-party social proof

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

Let’s look at a few examples.

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

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

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

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

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

jordan-nike

jordan-spike lee-nike

lebron-nike

taylor-coke

britney-spears-pepsi

beyonce-britney-pink--pepsi

Jeff Goldblum restaurant owner

Clooney 

More examples:

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

### 2. Data-driven social proof

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

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

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

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

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

DHL data social proof

ups data social proof

### 3. Customer-generated social proof

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

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

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

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

## Understand all benefits associated with social proof

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

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

### 4. Boosting SEO

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

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


An example of Review Snippets for Product Reviews

rich snippets product reviews 

review snippets product reviews 

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

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

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

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

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


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

### 5. Business feels alive

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

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

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

### 6. Best kind of market research

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

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

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

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

## Putting everything together

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

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

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

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

Let’s make sure you won’t.

__A. Pick the right moment__

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

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

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

__B. Start with your repeat customers__

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

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

“Dear {name goes here},

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

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

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

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

__C. Make it exceptionally easy__

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

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

__D. Shamelessly milk moments of customer success__

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

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

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

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

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

__E. Be thankful towards your customers__

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

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

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

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

__F. Always use prompts and leading questions__

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

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

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

__G. Aim for the sweet spot__

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

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

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

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

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

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

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

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

__H. Look out for fake reviews__

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

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

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

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

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

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

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

### 8. Get the most out of it

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

__A. Display it wisely__

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

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

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

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

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

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

__C. Respond to everyone__

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

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

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

How?

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

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

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

## Conclusion

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

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

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

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

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

### Author Bio

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

### Feeling inspired? 

__Share this article and infographic with your colleagues!__

9 ways to use reviews to smash all sales records

50 Shades of Consumer

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

building and retaining trust 

As eCommerce continues to get bigger and bigger each year, Trustpilot's put together 6 simple tips to help you acquire and retain customers all-year-round.

Boasting some great benefits for customers like convenience, flexibility and efficiency, it’s no surprise that there are subscription boxes for almost every product or niche out there. Plus, they’re fun! Who doesn’t love getting a gift in the mail?
Along with great perks for customers, [subscriptions](http://bit.ly/2qn06oW) also have a ton of benefits for your business. [Recurring revenue](https://blog.boldcommerce.com/create-consistent-revenue-with-recurring-billing), higher conversions, and creating loyal brand advocates are just the beginning.

Managing current affairs and planning for your company’s future is easier with foreseeable revenue, which allows you to allocate your expenses and revenue accordingly. Want to increase your marketing spend but don’t know if you can afford it? Estimating profits is easier than ever!

Not to mention, order predictability allows you to properly control your inventory. You’ll know exactly how many orders are coming in this month, and where they’re being sent.
Ready to get subscriptions up and running for your business?! Great!

But, keep in mind that acquiring and keeping valued subscription customers is not a set-it-and-forget-it kind of deal. You have to create and maintain trust throughout the buyer journey and long after they’ve subscribed.

The good news? Building and maintaining trust is easier than you think if you follow these valuable tips...

## 1. Have a great return policy (and make sure it’s clearly communicated)

While shopping online has become a preferred method for many customers, there’s often some hesitation when clicking the checkout button. The ability to hold or try on items like in a brick-and-mortar store is lost with online purchases, as is the ability to sense whether a store is well-run and trustworthy.

Ease your shoppers’ hesitations by clearly communicating your great [returns policy](https://blog.boldcommerce.com/problem-solved-launching-a-solid-returns-process-on-shopify).

Over *half* of online shoppers check a company’s return policy before committing to buying. But, that’s not all; a whopping [92% of consumers](https://www.business2community.com/infographics/e-commerce-product-return-statistics-trends-infographic-01505394) will buy again from a company if the return process was easy. 

The result? Your customers will keep their subscription active if they feel comfortable with returning products if they need to.

A great rule of thumb is to have a page in your support or FAQ centre dedicated to explaining your returns policy.


Fabletics easy returns

We recommend including the link to the returns page right on your navigation bar, or where it’s easiest to find based on your site layout.

Just make sure the message is clear and the small print doesn’t change the overall policy, but rather adds to it. It should be clear and concise so your customers feel much more secure about their purchase.

Not sure where to start? Shopify has a great [returns policy template](https://www.shopify.ca/tools/policy-generator/refund#ToolContent) that you can use as your starting point, allowing you to add in details unique to your store to make sure you’re covering all the bases.

## 2. Leverage reviews

There’s no better social proof than hearing other customers say they enjoyed their purchase.

When your customers are spreading the word about their purchases, it not only makes your company look good, but it will attract new customers as well who rely on reviews to feel comfortable purchasing from an online store.

Did it come on time? Was it great quality? Exactly as pictured?


leveraging reviews on-site

[97% of people](https://moneyish.com/ish/this-is-exactly-how-many-reviews-it-takes-to-get-someone-to-buy-something/) say that reviews influence their purchasing decisions, and potential customers find shoppers’ reviews more trustworthy than the company’s message.

So, before you place reviews in your ‘nice-to-have’ column, notice how much purchasing power they have over your potential customers. If almost every single visitor to your store wanted to look at reviews before purchasing, wouldn’t they be better placed in the ‘must-have’ column?

When shoppers are signing up for a subscription of products, not just a one-off purchase, the importance of reviews is even more vital to your business.

Reviews live on your site, but will show up on other channels such as social media and search engines as well. The more reviews you have on Google, the greater visibility your business will have.

rich snippets with trustpilot

Review Snippets

If you have those coveted 5-star reviews, don’t be afraid to show them off! Highlight a few on your homepage, Instagram feeds, and advertisements. As long as you’re mixing good reviews with valued content (such as UGC we mention below), you’re creating a diverse picture of your company.

Leverage reviews from a company like Trustpilot who have over 500,000 businesses using their software. Both the number of reviews and star ratings can have an effect on the overall perception of a company’s reputation, but studies have found that the number of reviews was slightly more effective to speak to trustworthiness of a company. Luckily, with Trustpilot you can have the best of both worlds.

## 3. Get social

A great way to capture, and keep, the attention of your subscription customers is to maintain a great social media presence.

One of the best things about social media is that it’s an easy way to foster relationships with your customers through consistent communication and great content.

[71% of consumers](https://www.lyfemarketing.com/blog/social-media-marketing-statistics/) who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.

Shoppers may share how much they loved a product, or if there were any issues. It’s impossible for every single customer to love a product so if there are negative comments, it’s your responses that will make or break customers’ opinions of your business.

Interacting with your audience can be time-consuming, but it’s definitely worth it. We live in the age of quick communication and consumers are increasingly using social media as an avenue of communication with businesses. Timely and genuine responses bridge the gap between customer and business, and showcases the human element of your company which people can relate to.

Create a unique hashtag for your customers to share on social and watch all the great user-generated content (UGC) roll in. Featuring customers on your feed not only allows them to engage with your brand, but it builds trust seeing other customers loving your subscriptions. Plus, it will help fill your feed with content that you don’t have to create. Bonus!


user generated content

There’s something about seeing real-life people (not models hired by the company) with products that raises that trust level.

If a company has an active social presence filled with relatable customers showing off products, chances are I’m more likely to subscribe too- wouldn’t you?

## 4. Keep shoppers engaged

I’m sure you’ve heard this before - it costs five to twenty five percent more to acquire a new customer than to keep an existing one.

But, subscription customers are in a league of their own. Because we realize that they’re so important to our businesses, we will offer free trials, discounts, and other incentives to get customers to sign up.

However, keeping these customers interested in your subscriptions is just as important as acquiring them! You’re not going to reap all the great benefits of subscription customers if they unsubscribe after their free trial.

The best way to keep your customers engaged is to maintain consistent communication!
If customers are subscribing to your products - they want to hear from you! Email customers at key moments in their buying journey to make the subscription process easy and fun.

When customers first sign up, be upfront and let them know exactly what to expect with your company. And make sure you’re clearly outlining the benefits to the customer - don’t be shy! [Fabfitfun](https://fabfitfun.com/welcome/) gives subscription customers $200 worth of goodies for $49.99 a month. That’s a great deal!


fabfitfun example

email example

If their credit cards are about to expire, set up an automatic email to notify them. This will prevent any headaches with future orders for both the merchant and your staff.

If you offer subscription boxes, tease customers with what’s coming up in the next box after they’ve received the current one. This not only reminds customers that they have goodies coming, it creates anticipation and excitement for what’s to come.

Never be afraid to re-engage! If subscription customers have cancelled, ask them why and use their answer to try to solve the problems they’re facing. E.g. If it’s too expensive; offer them a coupon code, if they have too many products currently; offer to pause their subscription, or if they don’t like the product, send them a survey to find out what they would like.

Employees in brick and mortar stores ask this all the time when a customer returns a product to help find the best solution for their customers.

Even if customers don’t end up subscribing with you again, you’ll still gain valuable feedback as to why they left, which you can use to your advantage to prevent more subscribers from leaving for the same reason(s).

## 5. Allow shoppers to customize their subscription

A little flexibility goes a long way, and as personalized shopping experiences become the standard way to shop online, consumers are expecting more customized solutions every time they open their browser.

By allowing subscription customers to pause, skip, and change up their subscriptions, you’re putting the power in their hands. They’ll feel much more comfortable signing up for the long term if they know they have control.

A great way to gain the trust of new shoppers is to offer a discount or trial sized version of a product for their first subscription. This is an easy sell for customers since they get to try a product before committing.

[With Bold’s convertible subscription feature](http://bit.ly/2qn06oW), this trial sized product can automatically convert to a full-sized, regular-priced product subscription on the second order. That means if your customers love the product, they’ll be automatically subscribed without having to lift a finger and you won’t have to manually adjust their order.

If your subscription business offers different products to your customers every month, like a [sock of the month club](https://johnscrazysocks.com/), make sure they’re actually receiving different products!

With Bold Product Shuffle, you can offer your customers different goodies each month, two months, or whenever you choose to ship your subscriptions.

Normally, it’s very difficult to ensure that customers won’t receive repeat products without a lot of manual work. [Product Shuffle](http://bit.ly/2RoGsED) allows you to set your products on autopilot and keep customers happy with new products.

## 6. Keep it consistent

If you’re consistently delivering quality products and experiences to your clients, they’re going to continue to be a loyal customer and receive your subscriptions time and time again.

If you included a handwritten note in your boxes when you first started, continue offering that same personal touch even when you’re a multi-million dollar company.

Personalised marketing note from Fabfitfun

fabfitfun personalised marketing

Personal touches

This is especially true for your products. If you deliver quality products, customers are going to notice if the integrity changes should you choose to try a cheaper route. Cutting corners can be tempting, but it’s often the little above and beyond things you do as a company that thrills your customers.

The same goes for your message, marketing materials, and brand guidelines. Yes, these things can change with time if you undergo a brand update, but if you’re a quirky company with a certain language and style, keep that the same across all facets of your business.

*There you have it!*

Your customers are the key driving force behind your subscription business. They come with a lot of great benefits (hello recurring revenue!) and can influence the purchasing decisions of others. The key to earning their trust and keep them coming back for more is not a single action you take; it’s all the individual steps mentioned above that really drive home what kind of company you are, and will continue to be in the future.

__This is a guest post from Amy Polowy, Partner Marketing Manager at [Bold Commerce](https://boldcommerce.com/).__


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