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Banner - New Consumer Insights: 7 Must-knows for this holiday season

### New Consumer Insights: 7 Must-knows for this holiday season

[Read the report now](/guides-reports/learn-from-customers/7-must-knows-for-the-2021-holiday-season?cta=banner)

Get more out of your customer reviews with our case studies, webinars and videos. Find the latest trends to promote your company in search and manage your online reputation.

Trustpilot Blog: Build Trusted Brand

Reviews - Build a Trusted Brand

Hero UGC

What are the benefits of user-generated content?

There are a lot more benefits to user generated content than most people realize. Take a look at six of the best benefits and how to use them to your advantage.

It could be photos, videos, reviews, social media posts where they tag you, or online discussions created by them. And nowadays, it’s [just about everywhere](https://business.trustpilot.com/reviews/build-trusted-brand/4-great-examples-of-user-generated-content "4 great examples of user-generated content"). 

Leaning on UGC throughout your customer journey can be really effective, but sometimes the specific benefits can be a little unclear. Let’s take a look into the biggest ways UGC can help your brand succeed. 

## Benefits to user-generated content
### 1. UGC is SEO gold
Using UGC on your site increases the amount of text on each of your pages. This increases your credibility in search because it gives Google more context for what the page contains and helps it decide which search queries make the most sense to lead to your site. This text is also being constantly refreshed, so Google can see that your pages are still up to date and relevant. 

Ratings associated with your reviews also gives Google a better idea of the quality of your products or services, so as long as your ratings aren’t overwhelmingly negative, this can really help your business rank in search as well. 

### 2. Sites with UGC have better engagement and retention 
Engagement and retention are both areas where you can never have too much. Fortunately, user-generated content is effective in improving both of them. Websites with UGC can see a [20% increase in return visitors](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC") and up to a [90% increase in time spent on site](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC"). And if you’re looking for engagement on social, UGC posts see a [28% higher engagement rate](https://www.m2onhold.com.au/ugc-marketing/ "How to build your brand with UGC") than your brand posts. 

More engagement with your brand means more opportunities for sessions to convert into purchases. 

### 3. UGC and higher conversion rates go hand-in-hand
And speaking of converting, conversion rates are one of the most important factors that go into your bottom line. Even a small increase can translate into a huge amount in revenue. This is one of the best reasons to incorporate UGC throughout your site and customer journey – they [boost conversions and help you see more sales](https://business.trustpilot.com/customer-stories/ecommerce/g-form-converts-more-customers-by-showing-off-their-social-proof "G-Form converts more customers by showing off their social proof"). 

The more you can show off your customers talking about your brand, the better. Ann Summers incorporated product reviews onto their site – to show UGC that was specific to each product – and saw an [increase in conversions of up to 230%](https://business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230 "How Ann Summers used product reviews to increase sales by 230%"). They even found that adding product reviews on a product that only had one-star – where there had previously been none – increased conversions on that product by 76%. 

That’s because even user-generated content with bad feedback can be better than none at all. When shoppers see what the problem was – maybe the shipping wasn’t quick enough for the reviewers, but some buyers don’t mind waiting for the product to arrive – they can decide for themselves if it’s an issue, instead of buying without any previous customer feedback at all. 

### 4. The voice of the customer is more trustworthy than other advertising methods 
Shoppers [trust UGC a lot more than traditional advertising](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising "Ratings and reviews in Above The Line advertising") and they’re [2.4 times more likely to view it as authentic](https://blog.hootsuite.com/user-generated-content-ugc/ "A simple guide to using user-generated content"), as opposed to content created by brands. Today’s shoppers are very savvy and have grown very weary of advertising. They know you’re going to talk about the great parts of your business and conveniently leave out any shortcomings. 


London Research customer review study

This survey [commissioned by London Research](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising "Ratings and reviews in Above The Line advertising") found that when respondents were interested in buying something ratings, reviews, and other forms of user-generated content were more important – by far – in influencing their purchasing decision than any marketing channels. 

If you’re looking to make your customer journey and communications more trustworthy and effective, just start including more UGC from your customers and less of your own words about how great your business is. 

### 5. UGC saves you time, money, and marketing resources
In addition to being more trustworthy, it’s also a lot more cost effective. If your happy customers are talking about your brand and engaging with it, wouldn’t you rather use that in your marketing efforts than spend your resources on creating new content that’s going to be less effective anyway? 

Include your best reviews on your site and post them on your social channels. This gives you excellent content and frees up your team to focus on other tasks.

### 6. UGC even offers insights into how your customers feel about your products and services
Anytime your customers are talking about your brand online, they’re sharing [valuable consumer insights](https://business.trustpilot.com/reviews/learn-from-customers/turning-reviews-into-revenue-how-to-get-insights-from-your-feedback "Turning reviews into real revenue with consumer insights"). Especially when they’re [saying something negative](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews "How to respond to negative reviews"). 

Brands often shy away from this feedback or immediately jump into defense mode, but negative feedback often points you right to the areas where you can improve your business and create a better experience for your customers going forward.


Reviews can show you ways that your products or services are helping your customers that you might not have even been aware of

Handmade bed customer review

All customer feedback is worth taking into consideration, but the more often you’re seeing something mentioned by your customers the more likely it is that you need to fix or address it as soon as possible. 

If you have a lot of reviews, you don’t need to do all of this work manually, either. If this sounds like a lot of work to do manually, fear not – there are [tools](https://business.trustpilot.com/features/review-insights "Review Insights") out there that can do the work for you.

## Putting user-generated content to work
The first step to apply these learnings to your own business is generating enough user-generated content that you can use it across your customer journey. [Automating review collection](https://support.trustpilot.com/hc/en-us/articles/360016393399-Introduction-to-Trustpilot-s-automatic-invitation-methods "Introduction to Trustpilot's automatic invitation methods") after every purchase is the easiest way to do this. Once you have enough reviews at your disposal, it’s just a matter of adding them throughout your customer journey to start seeing the benefits we went through today. 

Trustpilot can take care of both of these steps for you. This means minimal work on your end and maximum benefits for your business. Create a free Trustpilot account today to get started. 


What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC 

Companies that give back and consumer expectations on building a better world

More and more consumers want to spend their money with companies that give back. Our guide covers consumer demand for businesses with a purpose and takeaways for all brands, regardless of the industry.

Until recently, things like price, desirable product features, or good customer service were factors that gave brands enough competitive edge to win over their share of the market. 

With new challenger brands springing up left and right and industries becoming more crowded, companies that give back are finding themselves with a clear competitive advantage.  

And like any other competitive advantage in a marketplace, the more brands adopt it the more quickly it becomes something consumers start to expect. And the more quickly it can backfire if brands take an inauthentic approach.

By the end of this article, you’ll be an expert on the data behind this consumer behavior trend, equipped with some actionable ways you can identify and genuinely align with the missions and causes that make sense for your business, resonate with your customers — and improve the world around you. 

Here’s a sampling of what we’ll cover:

- Giving back to charities or nonprofits
- Making sustainability your mission
- Staying authentic and transparent about your company's purpose
- The importance of being vocal about your mission 
- Why you should take a stance on social issues

We’ll unpack those in more detail later. But first, the data — 

## The consumer appetite to spend their money with purpose 

A recent study by Accenture shows that 62% of consumers [want companies to stand up for the issues they are passionate about](https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF/Accenture-CompetitiveAgility-GCPR-POV.pdf "From me to we: the rise of the purpose driven brand"). On top of that, 53% of consumers who are disappointed in a brand’s words or actions on a social issue will complain about it and 47% will walk away from the brand in frustration. 

Having your customers complain about your brand [is already damaging enough](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect "Bad reviews: why people write them and what to expect"), but 17% say they will never shop with the brand again. 

All of this points to another big recent change in consumer mindset and expectation. Where consumers used to shop with the mindset of *“what can this brand do for me?”* many have now shifted to a mindset of *“what is this brand doing for us and our community?”*

Last year Zeno Group [surveyed 8,000 consumers across 8 different countries](https://www.zenogroup.com/insights/2020-zeno-strength-purpose "2020 Zeno strength of purpose study") to find out how much a brand’s purpose or mission mattered to them and, more importantly, how they interact with the  brands who have missions that align with their personal values. 


Consumers take action when they believe in a brand's mission

Across every country surveyed, an overwhelming majority said they had taken an action when they believed in a brand’s purpose. When they think a brand has a strong purpose they are 4 times more likely to purchase from the company, 6 times more likely to protect the company in the event of a misstep or public criticism, and 4.5 times more likely to champion the brand and recommend it to their friends and families. 

These numbers are pretty remarkable, especially at a time where “cancel culture” is on the rise and consumers won’t hesitate to abandon a person or company who disappoints them. Not only will a strong purpose get your brand more loyal customers that will advocate for you during the good times, but it can even keep them by your side in the event of a misstep.  

Although the demand for companies that give back is increasing, shopping ethically isn’t exactly a new concept. The biggest reason that brands are shifting so quickly to align with a mission is because with information so readily available to today’s consumers, they have more power — and opinions — than they used to have. 

## Reviewers with a mission  

Given the recent uptick in these trends, we took a deeper look into how often people mention these themes in the reviews they write on Trustpilot, and how that’s changed over time. 

When we look at the amount of times customers are mentioning *mission*, *ethical*, *company values*, and *brand values* in their reviews the numbers have skyrocketed from 2017 to present day. 


A comparison of the number of times the terms mission, ethical, company values, and brand values were used in customer reviews on Trustpilot

Mentions of purpose and mission in reviews during the last two years

When we look at our review data from 2019-2021 compared to 2017-2019, there’s almost three times (or 174% more) reviews mentioning these themes than there were just four years ago.


Mentions of purpose and mission in reviews during the last year

174% is already a pretty big jump in a short time, but take a look at the totals for the 2020-2021 vs. 2019-2020 – the number has almost doubled. The amount of reviews containing these terms is only speeding up, not slowing down. 

These trends point to a change in the way people shop and review their experiences, with more and more of them highlighting the missions of the companies they shop with. 

## Takeaways to make your company more mission-driven, no matter your industry

Your company doesn’t need to be completely centered around one mission for you to take advantage of these trends. There are plenty of smaller ways to align your brand with a mission. 

When the Zeno Group surveyed consumers around their beliefs on companies with purpose, they found that while 94% of consumers said purpose was important for brands, only 37% believed companies today had a clear and strong purpose. 


Consumers say purpose is important

This discrepancy points to a big opportunity for brands to align with a purpose and make sure their customers know about it. Let’s look into some of the changes you can implement to start making a difference in a way that’s authentic and true to your company’s ethos — because the only thing worse than having no mission at all in your customers’ eyes, is being performatively ethical. 

LooseHeadz is a clothing brand raising awareness of mental health. All the money raised by their foundation is used to help tackle stigmas around mental health. 

Looseheadz customer review

### 1. Give back to charities or nonprofits.

This is probably the easiest way for companies to get involved with a mission or purpose. Partnering with charities or nonprofits and giving a percentage of proceeds helps your employees feel more engaged at work and it helps customers want to shop with you. 


For every pair of socks purchased, Stand 4 Socks donates a pair to a homeless person

Stand 4 socks customer review

And you’re allowed to get creative here. If giving a percentage of all of your proceeds seems too intimidating at first, you can start by doing it for certain products or for a limited time. 

If you’re a local business, you can partner with local charities or an organization that will really help your community right at home. It’s better to start small and build on it than not have a mission at all. 

Just make sure your actions speak louder than your words.

### 2. Make sustainability your mission.

Are there impactful ways that your company strives to be more sustainable? If you’re creating your products in real sustainable ways – or there are ways to do this that you’ve been considering – commit to more sustainable production and operations and then make that a part of your company’s brand messaging and value proposition. 


Bristle is an eco-friendly bamboo toothbrush subscription

Bristle customer review

### 3. Always be authentic and transparent about your purpose 

Today’s consumers have more information than ever before at their fingertips and they’re extremely savvy. If a cause is super important to them, you can rest assured that they’ll [do their due diligence](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation") and look into your commitment to that cause before buying with you. Misleading the public about being committed to a cause without actually helping will never work out for you. 

[Greenwashing](https://www.trustpilot.com/blog/trends-in-trust/greenwashing-and-other-lies "Greenwashing and other lies") – or any other type of behavior like it – is worse than not having a purpose at all. Don’t over inflate claims about how you’re helping, even a little bit. Chances are it will come back to haunt you. 

### Don’t be afraid to be vocal about your mission

As long as you’re being honest and transparent about your mission, you shouldn’t be afraid to be vocal about it. However you decide to support a cause it’s important to get the message out so your customers [know what they’re helping to support](https://business.trustpilot.com/reviews/build-trusted-brand/the-rise-of-belief-driven-buying-3-ways-to-protect-your-online-reputation "The rise of belief driven buying") and you can attract new customers that are passionate about that cause. 

Women’s Bean Project is a transitional employment program that hires women who are chronically unemployed and teaches them to work by making nourishing products. They sell various food products and ship right to your door. 

Women's Bean Project customer review

Shoppers are also inundated with repetitive marketing copy constantly, so putting a focus on how you’re helping make the world a better place can be a welcome break from promoting more of your products. 

### 5. Speak up on social issues and injustices – but tread carefully

Many consumers do want brands speaking up on the issues they care about, but in an increasingly polarizing world it can be difficult to do this effectively. 

In our opinion, it's best to focus on the issues you believe your customers will all want to get behind.

## The future of purpose-driven businesses 

By now it should be clear that ethical businesses are less of a passing trend and more of a lasting paradigm shift — and that’s a good thing. But what does the future hold for those businesses that are walking the talk of their brand values?

### Ethical brands will embrace human rights and environmental causes over politics  

It will be increasingly difficult to cater to customers on both sides of the political divide. Brands will walk the line of supporting causes that truly matter, but also won’t  alienate portions of their customer base. 

There are brands – like Ben & Jerry’s – that have been able to support overtly political causes, but for most brands this will be harder to pull off with grace and authenticity. We believe it's best to focus on the issues that will resonate most with your customer base.

Ben & Jerry’s uses their platform to put focus on criminal justice reform and defunding the police, a divisive topic in the US 

Ben & Jerries focuses on criminal justice reform

### Consumers will view purpose as a necessity for businesses, not just a bonus 

It’s hard to imagine a world where the consumer desire to spend their money with companies that give back is going to slow down. This trend is all but sure to increase even more quickly. Adopting some sort of purpose or mission – no matter how big or small – can go a long way in making sure you stay ahead of the curve as this happens. 

Because of this, finding a way to align your brand with a mission or purpose will help you attract new customers and help your current customers feel more excited about shopping with you. It will even help [keep your employees happier and more engaged](https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2020/purpose-driven-companies.html "Purpose-driven companies"). And the more companies adopt these kinds of purpose driven practices, the more we’ll improve the world around us. 

Click here to learn more about some of the mission driven companies on Trustpilot

Trustpilot consumer insights: Companies that give back and consumer expectations on building a better world

The importance of consumer conversations Trustpilot

In this article, we take a deep dive into the importance of conversational intelligence, and why it could be the best way for your brand to stand out from the competition as we continue to move to a more customer-centric world.

In 2020, a Trustpilot and Canvas8 study found that global trust had recently declined by [11%](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust). And given how much the world has been through in the last year, it’s safe to say that customers are more skeptical and unsure of who to do business with. With that in mind, a trusted brand is one of the most valuable assets a business can have.

How consumers perceive your brand matters a lot, and how they talk about your brand both online and offline can alter your brand’s image and directly affect your reputation. That’s why brands are publicly engaging their customers in conversation more than ever before.

To better understand the state of [conversational intelligence](https://www.kornferry.com/insights/articles/what-conversational-intelligence) in 2021, Trustpilot partnered with Talkwalker to survey over 1,000 industry professionals. The resulting State of Conversations Report found that 82% believe that the pandemic has changed their understanding of consumer conversation. 

In this article, we’ll take a deep dive into the importance of conversational intelligence, and why it could be the best way for your brand to stand out from the competition as we continue to move to a more customer-centric world.

## Why are consumer conversations so critical in 2021?

### 1. Consumers could be talking about your brand without you even knowing it

It’s no secret that today’s shoppers do their research before buying online. And with the power of the internet available to all consumers out there, review platforms and social media have truly become a crucial part of the buying experience for so many consumers out there.

In the State of Conversation Report, we found that 18% of industry professionals admitted their organization only analyzes and monitors conversations through a unified platform. By doing that, brands could be missing a huge opportunity.

The same report also found that social media and review websites are currently the top two channels where brands interact with consumers and customers.

top 3 channels for brands interactions

If you’re not already conversing on these channels, consumers could be talking about your brand without you knowing it – and in 2021, brands simply can not afford to miss out on consumer conversation.

### 2. Shoppers expect brands like yours to engage with them

In a world of viral marketing and social influence, consumer conversations really have the power to make or break businesses. If you’re willing to take time out of your day to engage with a brand online, it’s likely because you’ve had an unsatisfactory experience. 

A Review Trackers study found that a consumer is [21%](https://www.reviewtrackers.com/reports/online-reviews-survey/#:~:text=A%20consumer%20is%2021%20percent,experience%20than%20a%20positive%20one.&text=According%20to%20our%20data%2C%20more,3.48%20percent%20in%202018%20vs.) more likely to leave feedback after a negative experience than a positive one. And in the midst of the COVID-19 pandemic, consumers have turned up the volume: they're telling brands what they need and expect, and brands who do not adapt will inevitably get left behind. 

In 2019, a Trustpilot consumer survey highlighted that [88%](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect) of global consumers engage in consumer conversations with brands in order to fix an issue they might have encountered during their journey, and 61% expect a company to publicly comment on their feedback.

That same Trustpilot study showed that more than 2 in 3 people who were unsatisfied with a company’s engagement admitted they wouldn’t shop with that establishment again, and half would warn others to stay away from the company too. But more than half of customers who felt their comment had been responded to appropriately said they would shop with the brand again.

For [25% of people](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect), how well companies respond to criticism can even help transition them from detractors to customer advocates.

As the face of retail continues to evolve and customer service continues to be a key differentiator, consumers’ expectations are higher than ever before.

Shoppers aren’t just leaving online feedback for the company to see, they expect brands to respond and engage with them.

### 3. Consumer insights can help your business identify areas of development

Today, a successful customer experience strategy should be enjoyable from the customer’s point of view while also leading to sales. Building great customer experiences means investing in your own customers, and making sure their journey is seamless, from the top of the funnel to checkout. 

That’s why understanding your consumers' needs and wants has become key to any company’s success. In a world where consumers are looking for more than just products and services, the most successful brands out there must be able to create customer-centric experiences by engaging and listening to customers in order to collect actionable insights, and identify gaps and areas of development.

The recent Talkwalker survey found that 50% of people surveyed admitted that access to insights from consumer conversations are currently still limited to a specific department within their organization. 

Every brand should consider sharing insights from consumer and customer conversations with the rest of the business, as recommended actions can truly amplify the company’s performance and growth.

When shared with the right teams, consumer insights can help identify areas of the business which could be improved in order to convert more, improve customer satisfaction, and boost retention.

## Why every brand should invest in consumer conversations

From social media platforms to online reviews, consumer and customer conversations are happening everywhere, whether you’re engaging in them or not.

Speaking and listening to consumers can help any brand build trust, protect their reputation and improve the quality of customer experiences they deliver. Doing all of the above thanks to consumer conversations can help ensure a business truly is future-proof.

Any brands who do not engage with their consumers and customers to learn, improve and innovate could get left behind. 

Why risk it?

Find out how you can make the most of conversational intelligence – download Talkwalker’s brand new report below:


Why engaging in consumer conversations can help you build a trusted brand

new year business resolutions marketing

But your brand, much like you, is only sleeping for a while. Soon it’s back to driving sales, making your marketing matter and more.

For some of us, that means reacting with a lengthy sigh. For others, getting back in the loop means excitement. 

However you feel, getting back up to speed in the New Year can be tough – even for the most dedicated marketers. 

Well, we’ve prepared 8 tips not only to re-energise your marketing in the New Year, but to reignite the passion of your customers too. 

Let’s take a look at what you can do...

## Tip #1: Rest and reflect

Sure, getting back up to speed as quick as possible is key – but we can’t perform at 100% all the time.

Stress really can damage your life (your brand included). According to the Mental Health Foundation in the UK, 74% of adults say they’ve been so stressed at work that they’ve been unable to cope. Figures for the US are similar, at 77%. 

Don’t rush back into the content marketing machine, for your sake and the sake of your marketing. When we’re stressed, we can’t think straight. We fall into old patterns of behaviour and churn out the same stuff. 

Reflect on your efforts from last year. See what worked and what didn’t. Plan some themes you want to tackle in the coming year. Then get stuck in. 

Remember: Your customers are still slowly coming back to life too, so they won’t begrudge a little time off either.

## Tip #2: Wish your customers well even after Christmas

Imagine if we all got back to work on the 3rd of January, said hello quickly, and then just got back into our routine as if nothing had happened. Is that odd to you? Didn’t a significant holiday just happen that we should acknowledge?

Simply asking how the holidays have gone, or talking about what you’ve been doing, especially after the year we've all had, is a surefire conversation starter.

So why miss this opportunity with your customers? 

Welcome them back following the New Year. Send them well wishes for their holiday period. Perhaps even entice customers you’re looking to reactivate with a special New Year offer. 

But don’t just pretend we didn’t all take a well-earned break. We’re only human.

## Tip #3: Welcome what’s to come in the following year

A great way to ensure customers are engaged with your marketing efforts is to tease them with upcoming topics.

Whether this is on your blog, through an email campaign, or in a short video, welcome your customers to 2021 and let them know what they can expect from the coming year.

It keeps people interested and informed. And your audience will remember you’ve got some kick-ass content coming up that they must read.

## Tip #4: Make a bid for media coverage

Do you have something that’s coming up worth shouting about? Something you can comment on to pique the interest of a bored journalist?

PR experts say January can be a great time to come out with a bold statement or development to grab that media attention. 

A quick press release could be all it takes.

## Tip #5: To rebrand, or not to rebrand?

This point very much depends on your own business cycle and whether or not a rebrand is on the horizon. However, the New Year can be a great time to reinvent graphics, layouts or old content that needs an injection of energy.

Not only does it help you and your team stay fresh, but it helps customers see your brand is dynamic and changes for the betterment of your audience.

You don’t need to necessarily change everything for benefits. Even changing something as small as the right colour for your brand can increase interest in your efforts by up to 40%!

## Tip #6: Trends in 2021

So your customers might know what you’re doing in 2021, but what about the industry overall?

Businesses don’t exist in a vacuum. Your landscape - filled with competitors, threats, and opportunities - changes all the time. Don’t shy away from that.

If there’s a particular industry development coming up that could cause problems, face up to it. If your industry is doing particularly well in another area, talk about it.

Whatever you do, start the conversation and show you’ve got your finger on the pulse.

## Tip #7: Infographic from previous year

We all love statistics. They’re little bite-sized nuggets of news we can easily share.

So why not share your own cool stats and facts?

Obviously you don’t want to be too self-absorbed, but you can easily entertain and impress your audience with an infographic showing your performance last year – whether through sales figures, employee happiness, revenue, review scores or more.

One [study](https://www.demandgenreport.com/industry-topics/rich-media/2906-the-power-of-visual-content-infographic.html#.VKtkmIc9-7m) showed 40% of readers respond better to graphics than text, and that infographics can increase web traffic by 12%.

## Tip #8: Poll your readers

Remember the old saying: ‘If in doubt, ask.’

It’s going to be a complete waste of your time and energy writing content, sourcing images and putting together email campaigns if it’s stuff your customers don’t want.

If you are unsure what you need to focus on in your marketing, go to your customers and see what they say. Using reviews to collect valuable consumer insights can help you build a picture of where you should be heading.

### Ready to go?

Sure you are – and we’ll be here to help you each step of the way.

For more content marketing tips, check out some [similar blog posts here](https://uk.business.trustpilot.com/reviews/build-trusted-brand). 

And if you’re serious about the voice of your customer, give our Complete Guide to Reviews a read below!


8 Tips to make your marketing matter this year

social proof why is it important for ecommerce

Any positive comments from real customers about your business or product function as social proof. These are endorsements that this company, service, or product is great, and that the overall customer journey has satisfied previous shoppers.

In this introductory guide to social proof, we’ll unpack exactly what it is, why it works, and then we’ll share some insights from Trustpilot partner [Best Response Media](https://www.bestresponsemedia.co.uk/) on why social proof like third party reviews can mean explosive growth for your eCommerce business. 

## So, what is social proof?

[According to Wikipedia](https://en.wikipedia.org/wiki/Social_proof), social proof (also known as informational social influence) is a “psychological and social phenomenon referring to people’s reliance on the feedback and actions of others to determine what is right and what is wrong in a given situation.”

Social proof is a concept as old as marketing itself (just think about testimonials on old adverts), but the rise of social media — and perhaps the internet in general — have enhanced the accessibility, and effectiveness of social proof as we know it today. 

This old advertisement below is a good example of how social proof was used initially. You can see that testimonials are featured throughout the ad, in hopes of boosting consumers’ confidence earlier in the customer journey, and inspiring those who are unfamiliar with Barbasol to buy the product.


social proof old ad

Social proof through the years

## What does social proof look like today?

Any positive comments about you, your business, or even your product function as social proof. These online sentiments are endorsements that this person, company, service, or product is great, and that the overall customer journey has satisfied previous shoppers.

The very presence of social proof makes a business more trustworthy because, by definition, social proof comes from customers —  and, with [declining trust in traditional advertising](https://business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising), those voices tend to carry more weight than branded messages from companies themselves.

In other words, social proof allows companies to take advantage of external validation and [customer advocacy](https://business.trustpilot.com/reviews/build-trusted-brand/why-reputation-marketing-customer-advocacy-is-essential-for-your-business) in order to influence potential customers.

A great example of modern social proof are customer reviews like the ones below. These days, it’s pretty common for brands to make customer reviews readily available on their website in order to highlight their customers’ positive experiences at key moments in the shopping journey.

Reviews on the homepage of Canvas Factory's eCommerce site

Trustpilot social proof on the website of Canvasfactory

Reviews on homepage for social proof

Canvas Factory Trustpilot reviews

It doesn’t stop there — reviews can also be added to ad campaigns, email signatures, product pages, and even the checkout page of your store.

At the end of the day, social proof is effective because it empowers real customers to tell your story. And when your story is that you’ve made your customers happy and satisfied, that’s pretty compelling.

Today, companies have a variety of options to choose from when it comes to integrating social proof into their customer journey. 

These include, but are not limited to:

- Social likes and shares
- Long form testimonials
- Customer reviews
- Trust signals (e.g. the Trustpilot logo and star rating, or even review snippets from product reviews, or Google Seller Ratings from your paid ads in SERPs)
- Case studies
- Celebrity or influencer endorsements
- Earned media

Now let’s get to the important part — why is social proof so important for eCommerce businesses?

It makes for more [effective marketing](https://business.trustpilot.com/reviews/why-87-of-consumers-find-ads-more-trustworthy-with-trustpilot). 

## Why does social proof work so well for eCommerce marketing?

We believe (and have the data to back it up) that social proof is one of today’s [best marketing tools](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) in order to boost consumers’ confidence and build trust earlier in the funnel. 

That said, the degree to which social proof affects customers can be a result of the number of trust signals or the number of people promoting the business or product.

When it comes to trust signals, [the more, the merrier](https://business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews).


eBay page with plenty of social proof indicators

social proof ebay

Social proof indicators

The above screenshot shows the extent to which eBay incorporates social proof on all their product pages:

- The number of views this product received over the last 24 hours
- How many orders of that item has been sold so far
- How many people are looking at the product on the page
- The number of the seller’s customer reviews
- The rating of the seller, based on customer reviews

But why go to the trouble of highlighting so many different flavours of social proof? 

It’s safe to say that growing competition and [lack of trust in advertising](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/) are profoundly affecting the customer journey and the decision-making process.

That presents online retailers with a serious marketing challenge.

Shoppers can quickly compare brands by cost, quality, and customer experience in just a couple of clicks, making it harder for retailers to stand out from the online competition. Traditional marketing maneuvers just don’t pack the same punch.

On the other hand, social proof allows businesses to incorporate ‘[the voice of the customer](https://business.trustpilot.com/reviews/build-trusted-brand/your-guide-to-customer-advocacy-what-is-it-and-why-is-it-important)’ into their marketing messages — which could very well be the best way to cut through the noise today. 

By placing social proof at every stage of the customer journey — whether it’s testimonials, positive reviews, likes or shares — brands can build trust with customers and encourage new ones to buy from them with confidence.

## How do reviews factor into social proof?

Today, [92%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of consumers read online reviews, and [80%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of shoppers trust reviews as much as personal recommendations.

This statement alone should be enough for companies to put more effort into focusing on reviews as a primary channel for social proof. Social proof and customer feedback are becoming a necessity for any eCommerce business looking to stay relevant and trustworthy in an ever-evolving shopping journey. 

Most people will read [up to ten reviews](https://www.brightlocal.com/learn/local-consumer-review-survey/) before making a purchase decision, and 54% of respondents will visit a website after reading positive reviews. Recommendation and review engines rely on other people’s feedback to help businesses drive sales and refer people to brands they will like based on the buying decisions of people like them.



LensDirect Trustpilot reviews

Google reviews

That said, in the world of social proof, not all reviews carry the same weight.

## Reviews on third-party platforms = stronger social proof

Third-party review platforms like Trustpilot are more recognised and [trusted by consumers](https://uk.business.trustpilot.com/reviews/6-social-proof-examples-to-boost-conversions-today) because shoppers know that these reviews haven’t been edited, curated, or even deleted by the retailer in question. 

And with the addition of Trustpilot’s new [transparent flagging feature](https://business.trustpilot.com/reviews/inside-trustpilot/creating-a-culture-of-transparency-and-trustworthiness-with-trustpilots-new), online shoppers are able to peel back the curtain to see how many reviews the company has flagged. This provides even more credibility to the platform, because it ensures that companies on Trustpilot aren’t abusing the [review flagging feature](https://support.trustpilot.com/hc/en-us/articles/360015600674--Flagged-reviews-Get-an-overview-of-a-company-s-flagging-activities). 

We can’t stress enough the value of collecting social proof on an open third-party platform, rather than native solutions, which tend to be less open and transparent. 

Trustpilot CEO Peter Mühlmann [said it best](https://www.entrepreneur.com/article/330528): 

> “Using a closed platform is like asking your own mother if you’re handsome.” 
> 

We’ll leave it at that.

Next up, we’ll take a look at some insights from David Wain-Heapy, director at Best Response Media, on why social proof is particularly relevant for eCommerce businesses. 

## So, why is social proof marketing essential for growing your eCommerce business? 

*This section of our Social Proof 101 guide is contributed by David Wain-Heapy, Director at [Best Response Media](https://www.bestresponsemedia.co.uk/), where he provides innovative Magento eCommerce and digital marketing solutions from their offices in Central London. *

Though social proof is relevant to all industries, it’s perennially relevant for eCommerce. As eCommerce grows increasingly competitive, the pressure on website managers to attract and hold onto customers is only intensifying. 

It’s well established that online shoppers are becoming savvier about online purchases, and that they look at more than just price when they’re deciding if they want to buy. 

These days, they’re also looking for indicators of an awesome customer experience, and oftentimes that’s best reflected through social proof like customer reviews.

There are many components of online customer experience that a business can focus on to differentiate themselves from the competition. Doing so often results in glowing social proof for a company, and ultimately a great reputation.

For example, offering [excellent delivery options](http://www.bestresponsemedia.co.uk/get-an-edge-over-your-competition-with-a-better-delivery-experience/) not only makes the buying decision easier, but  increases the odds that satisfied customers will rave about their experience with your online store in the form of a review. 

Offering a stellar customer experience tends to lead directly to positive social proof, which in turn leads to new customers — and even increased customer loyalty. 

## Reviews are at the core of eCommerce social proof

As we touched on at the beginning of the guide, our methods of displaying social proof are constantly evolving along with the rest of the industry, but the original concept goes way back. 

To take a deeper dive into the origins of social proof — in 1984, Dr. Robert B. Cialdini wrote a book called [Influence: The Psychology of Persuasion](https://www.amazon.co.uk/gp/product/006124189X/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=006124189X&linkCode=as2&tag=theoneque-20) that has become a cult classic in the marketing field. 

Cialdini covered the topic of social proof, which he put forth as the reason people like safety in numbers when it comes to buying. If they can see that a product is being purchased and trusted (or not) by others, this helps them make a confident purchasing decision.

With reviews becoming the norm for eCommerce, it’s not the best idea to differentiate yourself by your lack of review strategy. 

Online stores of all shapes and sizes can easily get on board because there are plenty of ways they can go about collecting them on third-party platforms — also known as building a review acquisition strategy.  

## But why aren't native reviews on eCommerce platforms enough?

As we have seen throughout the guide, there’s a lot of evidence that confirms the importance of reviews for eCommerce conversion rates.

It makes sense that major ecommerce platforms like Magento offer native review functionality as a built-in option. This is often an appealing option to store owners as they have full control over the review process.

However, Cialdini’s social proof model only works if consumers are able to trust the source of the social proof, which means that third-party review platforms are the way to go if building trust with your customers is your goal.

The problem with native reviews is that they’ve been traditionally abused by unscrupulous business owners who have edited bad reviews, removed them altogether, or even created fake reviews.

Today consumers are aware of this phenomenon and can usually detect from an arm’s length whether a review is authentic. In fact, a mix of review sentiments can actually be a good thing — even seeing a [negative review](https://uk.business.trustpilot.com/reviews/how-to-respond-to-negative-reviews) (especially one that your company graciously responded to) helps your online store come off as helpful, open, and transparent.

## The power of association... and trust signals

If you’re a new eCommerce brand, a trustworthy first impression is even more critical. But how can you build that up? 

It’s not as hard as it sounds, and it can be done by associating your brand with trusted review platforms, which are far more recognised by consumers than any native eCommerce review solution. 

Why is that? Trust signals like a distinctive logo and recognisable branding on each review instantly boosts their credibility. 

Because online shoppers know these third-party reviews can’t be gamed by the seller, they present themselves in a much more authentic way than reviews collected through native solutions that offer minimal transparency.

## Final thoughts: becoming a better business with learnings from social proof

Last but certainly not least, any learnings you glean from what’s said via social proof can help your business go from your standard online seller to a trusted, and even beloved, eCommerce brand.

When eCommerce brands implement social proof strategies, particularly in the form of reviews, they’re inclined to raise the standards of their customer experience to ensure they don’t receive any negative feedback related to things within their control. 

But they also have an opportunity to open a direct line of communication with their customers, and tap into any valuable consumer insights being shared via reviews. This benefits both the consumer and the business, as the consumer receives a better experience and future consumers will leave more positive reviews.

There are still many online stores that are harming their conversion rate by only using native review solutions or worse — not collecting reviews at all. This opens an opportunity for those online retailers willing to invest in a third-party review platform. 

And if any online stores out there are nervous about handing a megaphone over to their customers, they ought to ask themselves why. 

If you’re delivering an excellent customer experience and keeping your customers happy then there should be nothing to worry about. 

__Want to make reviews your brand's most effective form of social proof? Create a free Trustpilot account today!__


Social proof: What is it, and why is it important for eCommerce?

the truth about Trustpilot Trustboxes

This article will walk you through the nitty-gritty inner workings of our TrustBoxes and answer some common questions about site speed and website performance.

TrustBoxes are one of our most popular features, but as with most successful products there are some skeptics. We've listened to them and now we'd like to take the time to directly address one of the main concerns: 

__Are TrustBoxes slowing down my website?__

Rest assured, if your website is acting sluggish these days, it’s safe to say that it’s not a TrustBox bringing it down. Your problems are most likely __outside of the box__.

This article will walk you through the nitty-gritty inner workings of our TrustBoxes and answer some common questions.

What do they weigh? What happens to your website when you implement them? How do they fit into the overall performance of your website?

Get the truth about how TrustBoxes load and affect your page speed, and hopefully, put any worries you might have to rest.

## Why size doesn’t matter

When a Trustpilot widget is initially implemented on your website, it can add max 120 KB, give or take, depending on which TrustBox you use and how much data is displayed. That’s roughly as small as the file size of a 200×200 pixel image. And the more a TrustBox loads, the lighter it actually gets, with some TrustBoxes weighing as little as 1 KB, thanks to browser caching.

So consider that the average webpage weighs 2 Mb (2016), and then throw a TrustBox into the mix. Its image-size presence will have little or no effect at all on loading speed. 

Now that we’ve gotten size out of the way, let’s dive deeper into the details...


## A little primer

Before we can explain how TrustBoxes work, it’s important to understand some basics about the web, so here’s a simplified rundown of what happens when you open your browser and go to your website:

web-step 1

Get index 1

__Step 1:__ Your browser calls the server at example.com and requests the front page.

web+step-2

Step 2

__Step 2:__ The server starts sending the response, that is, the HTML source code for your page.

web+step-3

Step 3

__Step 3:__ While reading this code, the browser builds a structure to make sense of it, called the Document Object Model, or DOM. At this point, the browser is in the ‘loading’ state.

web-step 4

Step 4

__Step 4:__ Once the browser has read the whole HTML response and built the entire DOM, it enters the ‘interactive’ state, where scripts can safely begin exploring and updating the DOM with dynamic content. To do this, scripts can listen to the __DOMContentLoaded__ event.

web+step-5

Step 5

__Step 5:__ Almost there...Now external resources such as stylesheets, images, and iframes need to be downloaded and rendered. This happens in parallel to the above two steps but invariably has a longer runtime.

web+step-6

Step 6

__Step 6:__ Once everything is laid out on the screen, the browser finally goes to the ‘complete’ state, signaling this with the load event.

Some scripts might have been waiting for the load event, and at this point, they are free to run. While this adds extra processing time at the end of the cycle, it reduces the perceived loading time, as everything appears faster on screen, and you can start reading or interacting with the page while tasks are completing in the background.

## Where TrustBoxes fit in

Here, we consider the case of a TrustBox loading for the very first time. On subsequent loads, the whole process is even leaner, as the browser will fetch resources from its cache, and the static content of the TrustBox is also being cached on our [CDN (Content Delivery Network)](https://www.cloudflare.com/learning/cdn/what-is-a-cdn/) for 24 hours.
Reviews, TrustScore, and star ratings are cached for 30 minutes.

Let’s see what happens when you add a TrustBox into the mix. The first couple of steps are identical:

1. The browser requests your page
2. The server sends the HTML
3. The browser starts parsing this and building the DOM

...and (yay!) it encounters our TrustBox script:

TrustBox+script

TrustBox script

However, because the script has the async attribute, it’s not executed right away. Instead, the browser will begin downloading the script in the background and continue on its merry way.

Some fraction of a millisecond later, the browser finds the TrustBox < div >:

TrustBoxcode

TrustBox widget

The TrustBox < div> is swiftly added to the DOM since there is currently nothing inside the TrustBox except for a placeholder link.

## The bootstrap stage

Once the TrustBox script has finished downloading, the browser will execute it. At this point, we look at the browser’s state. If it’s still “loading”, we simply subscribe to the __DOMContentLoaded__ event, to let the browser catch up on its reading and ping us back when it’s done. Otherwise, we proceed with our main task, which is to find the TrustBox < div >s in the page and fill them with content.

If we find an SEO TrustBox, we call our backend service right away to get the up-to-date structured data markup for your company. And like everything we do in the TrustBox loading process, this is an asynchronous operation. We start the request and inform the browser that when the response comes back with the markup, it should be inserted in the < head> section, where search engines expect it.

Meanwhile, we look at the data attributes on the TrustBox < div> and create an iframe with a matching URL.

The iframe is a new resource for the browser to fetch, which will happen alongside the usual requests for your own images and stylesheets. Since we are fetching content from the trustpilot.com domain, our requests will run parallel to the ones on your domain. So we won’t be elbowing our way for bandwidth, but don’t be surprised if we finish first!

Trustbox code 2

iFrame code

## The content loading stage

Since an iframe is essentially an embedded webpage, the browser runs the same familiar process: read the response, build the DOM, and so on. We do have some JavaScript to run though, as the received HTML is only the skeleton of the TrustBox.

In every TrustBox iframe, besides a third-party script that we use for our own performance monitoring (New Relic), you’ll find one script called main.js. This script is strategically placed at the bottom of the tag, so it can start running as soon as our skeleton has been interpreted by the browser.

In this main.js script, we call our backend service again, to get the reviews, star ratings, TrustScore, and other data needed to flesh out the content. It’s really just another asynchronous round trip, and your TrustBox is finally ready to shine!


## You optimize, we optimize, everybody optimizes

While we would gladly discuss all the technical details even more (as we like to obsess about them!), the truth is there’s only so much we can do on performance alone. Luckily, there are other players doing their part to help with optimization. Browser vendors are continuously improving their rendering engines, and HTTP/2 is coming into view and is already supported by Trustpilot’s infrastructure.

Some of the major players helping us shape and improve the performance of our TrustBoxes are, in fact, [the companies who use them](https://www.trustpilot.com/). Many companies use our TrustBox Optimizer to run simple split tests to determine which TrustBoxes and placements drive the most conversions. We then use this data to optimize our TrustBoxes with every iteration.

There’s no doubt that with all this optimization going on, TrustBoxes are going full speed ahead! But if you are experiencing issues with site-speed, check out our guide on what can impact your speed and some steps you can take to fix it.

The beginner’s guide to site speed for SEO

TrustBox widgets: The truth about website performance and loading speed

Using trust to solve business challenges

How trust can solve everyday challenges for every business

- How do I maximize my website ranking?
- How do I generate leads for sales?
- People keep leaving the site. How do I increase my conversion rates?
- What’s the best way to improve brand loyalty?
- How do I increase basket sizes?

Well the solution isn’t easy, but it is simple. Building trust with consumers can help you achieve all of these things for your business. There are three key things to remember that can help your marketing strategy and help you ensure you’re headed in the right direction. We’ve listed them here below:

## 1. Personalization is key

It’s easy to forget customers are human when all you see of them is a sale ID number in your database.

Did you know that marketing communications are responsible for [70% of spam](https://blog.hubspot.com/blog/tabid/6307/bid/34176/14-Eye-Opening-Stats-You-Probably-Didn-t-Know-About-Spam.aspx?__hstc=98516096.62a27b3b09dd6a8cdc95263a5f3df2c3.1563463885698.1592333018875.1592399102735.376&__hssc=98516096.1.1592399102735&__hsfp=3999475462)? Personalize your communications and make sure they aren’t lost to the spam folder. Connect with your customers. Give customers something that matters to them.

With reviews and customer data, you can start [targeting your communications](https://business.trustpilot.com/reviews/learn-from-customers/why-a-personalized-consumer-experience-matters-in-the-ecommerce-world) based on what your customers want and expect. A simple way to do this is to separate your customers into different segments so that you can send them messaging more tailored to their business needs. To take it one step further you can even send them to specific landing pages from those communications. With just a few tweaks on each version of the landing page you’re looking at a customer journey that feels a whole lot more specific to them. 

This helps customers feel valued and like they’re a part of your company. It also helps give the impression that your company is shooting to be thoughtful and helpful, instead of just seeming like you’re out for their dollars. 


## 2. External credibility matters

There are some common differentiators when it comes to shopping online, like urgency, convenience, and price. 

But there’s one key differentiator that’s missing and can have a huge impact on your business. Reputation. There’s a peer-to-peer social economy online where reviews, comments, and more, [all have influence on a buying decision](https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing).

Online reputation is [a cornerstone of online success](http://www.bizjournals.com/bizjournals/how-to/marketing/2015/03/why-your-companys-online-reputation-matters.html?page=all). We live in a world where customers can readily check the reputation of a company online. There are [a few different reasons](https://business.trustpilot.com/reviews/build-trusted-brand/4-reasons-why-every-business-needs-online-reputation-management) why having a trusted reputation is something your business needs to be focused on, but as markets become more saturated and competitive this is a really great way to help your brand stand out and shine. 

Online reviews are the middle point of digital and traditional business, where customers meet sellers and talk to other customers about their experience with a particular seller.

It’s this customer validation which creates trustworthiness, transparency and credibility.


## 3. Creating fans supports success

If you support a particular sports team, it’s probably because your family told you to, your friends supported them, or because you found some sort of community around this team. 

You didn’t just randomly choose a team to support . You were influenced by the people around you. A business can harness this same type of energy through their customers by making them fans of their brand. Embrace transparency, gather feedback from your customers, and leverage that feedback wherever possible. Build a community around your brand and it will help new customers find you. 

How a business angles itself is key to success. And this is where your fans are a powerful asset.


## Different factors that will affect your reviews and reputation 

Reviews are a great, easy way to help with your reputation. You’re going straight to the source and getting powerful content from your customers. But, as we all know, not all reviews are good. 

There are some key factors that affect how customers review your business and if you’re not focusing on each of these factors, chances are you’ll be receiving some pretty negative feedback.


### Product features

Unique product features help you stand out. Yes, your new features might be easily replicated, but if yours work the best, they’ll be reviewed the best. So it’s important to focus on both innovation and function of use here. If you can find the ideal spot in the middle, it’s going to show in your customer reviews. 


### Price

[Price is actually not as important as it once was](https://www.firstinsight.com/press-releases/quality-more-important-than-price-study). To today’s consumers, quality matters more than price. But it can still be a great differentiator against your competitors, as long as quality doesn’t suffer too much to get you there. 

An important thing to remember here is that your reputation actually matters [more than your prices](https://www.numerounoweb.com/press/online-reputation-more-important-than-price/7086/). So if you’re thinking low prices can make up for a bad reputation, think again. You’re going to need to put in some work and make sure your brand has a reputation consumers can trust.

### Service

Even if you have the best product or price, bad customer service can really damage your reputation (and your business). Statistics show 55% of customers would pay more for [high-quality customer service](https://www.salesforce.com/blog/2013/10/customer-service-stats-55-of-consumers-would-pay-more-for-a-better-service-experience.html). As we move to a more customer-focused world this may well be [the most important differentiator](https://www.entrepreneur.com/article/284799) for your brand. 

This is an area where it’s really important to be monitoring your customer reviews, because poor service is one of the most common things customers are going to talk about. Staying aware of what your customers are saying about you helps you spot any areas for improvement and repairing them does wonders for your brand. 

### Brand

How people perceive your brand matters - a lot. And reviews are a huge part of brand perception. For many people (particularly your new customers) your reviews will be the first place they get an idea of what your brand is and what they can expect from you. 

On the flip side, each new review you receive can alter your brand perception and affect your reputation as a whole. It’s constantly evolving. 

This is why it’s so important to always be focused on excellent customer service and always monitoring your customer reviews. By doing these two things you’re ensuring that new customers see a positive brand reputation and that once they have a great experience with you, they’ll leave reviews and help grow that positive brand reputation. 


A strategy that focuses on all four of these differentiators is a surefire way to have an excellent brand reputation. You don’t need to lead your competitors in all four of them, of course, but keeping each of them in mind is the only way to build a great brand reputation. 

If you'd like to learn more about the importance of online reputation, and how you can make trust your ultimate brand differentiator, watch our video and read our latest whitepaper below:

Mother and child in working from home scenario

How trust can solve everyday challenges

eliminate customer hesitation

In this article, we give you 4 ways you can stop consumers from hesitating, and convince them that you are what they are looking for.

Customer hesitation often pushes consumers to do more research and compare businesses with their competitors before making a final decision. That means businesses need to work harder to convert customers or risk losing them, a troubling predicament.

Overcoming customer hesitation is all about beating the competition by letting shoppers know that you’re the right choice for them. Easier said than done, sure. But that’s what we’re here for.

Here are 4 ways you can stop consumers from hesitating, and convince them that you are what they are looking for.

## 1. Minimise purchase risk, increase that FOMO (fear of missing out)

Consumers tend to buy more when faced with excellent limited offers. Why? Because fear is a powerful emotion and consumers are scared of missing out. That presents companies with opportunities.

A Baymard study showed that 61% of people abandoned their carts because extra costs, like shipping fees, were too high.

So what if companies offered free shipping or additional discounts?

Hesitant customers who are ready to leave the website and do more research before purchasing are more likely to buy from you if they are offered a special discount at checkout. If you’re worried your visitor won’t reach the checkout phase, why not set up a flash offer across your website?

ASOS regularly offers discounts for short periods of time

ASOS sale

Asos discounts

ASOS often offers discounts for 24 hours, incentivising consumers to make a purchase in a short period of time. This strategy can be duplicated often because the length of the promotion is so short.

Eve Mattress uses the risk reversal method to eliminate customer hesitation

Risk reversal method

Eve Mattress offers all first time visitors £100 off their basket, and 100 nights to try it out at home, with free returns if it’s not right for them. Casper, another mattress company, provides a similar offer.

With that kind of deal, it seems impossible for visitors to hesitate any longer. These types of offers create massive FOMO (fear of missing out) and encourage shoppers to finish their purchase journey quicker.

The 100-night test guarantee is called a “risk reversal strategy” that reduces your customers’ fears by getting them to commit to purchase whilst giving them the option to return the item for free if they’re not satisfied. By offering the product as a trial, for free, and with free returns guaranteed, the customer hardly has a reason to turn it down because there’s no risk involved.

Casper allows consumers to return their mattresses up to 100 days after purchase, for a full refund, no questions asked.

Casper allows consumers to return their mattresses up to 100 days after purchase, for a full refund, no questions asked. Source: Casper.com

Returns policy

Risk reversal takes many forms. Companies can offer:

- free returns
- free shipping
- a lifetime guarantee
- a risk-free trial
- a free product with a purchase

Implementing any type of risk reversal strategy can help soothe your visitors’ concerns instantly and turn the dial up on your profits.

## 2. Get ahead of consumer questions with reviews

Over 92% of consumers read online reviews, making reviews a powerful tool to convert visitors into customers and to reduce customer hesitation. Online reviews improve customer confidence and eliminate doubt directly on-site because they answer the questions consumers have as they move through the purchase journey.

Fabletics have an entire webpage dedicated to reviews

Trustpilot reviews on site

Trustpilot reviews

Fabletics’s website is a good example of how integrating online reviews with your website allows you to boost consumer confidence by ensuring that trust is at every stage of the customer journey.

Including third-party validation to your website will discourage visitors from leaving to do some more research, and encourage them to trust you instead, which can result in a higher overall conversion rate.

Online reviews sum up the customer experience and encourage hesitant shoppers to make better and smarter choices during their buying journey by offering simple and authentic guidance. By having the customer experience communicated in a straightforward manner, the savvy, heavy-on-the-research customer has their questions answered on site, reducing hesitation, and speeding up checkout.


eCommerce Manager at HiSmile

Find out how to use your customers' feedback wisely

## 3. Listen to your customers and improve their experience

Word of mouth travels fast, making excellent customer experience a must for businesses looking to eliminate customer hesitation. With consumers’ expectations getting higher, a successful customer experience strategy has become essential to any eCommerce business’s strategy.

But how do you define a good customer experience? Customer experience is how customers perceive their interactions with your company. The ideal experience should be seamless and as enjoyable as possible from the visitor’s point of view, which means you should understand what your customers want and exceed those expectations.

Sean Stanley, [Chief Revenue Officer at CallTools](https://calltools.com/), explains how Trustpilot helps them learn from their customers and deliver better experiences to stand out from the competition:

"We operate in a highly-saturated industry with top competitors who all tend to keep each other at arm’s length. Platforms such as Trustpilot are what enable us to differentiate ourselves from lingering competitors. CallTools takes pride in its image and puts a ton of emphasis on upholding its reputation. We went from occasionally using Trustpilot to fully implementing it into our sales success cadence. Once a sale is made, we are diligent about following up to answer any questions, and we then make sure to collect a review using the Trustpilot platform. Engagement is the direct result of intent and we are finding that the customers who engage us on Trustpilot are keen on getting the most out of every tool and opportunity. We are careful to pay these customers extra attention because they have proven to add value by offering on-going insights. The Trustpilot platform serves as the catalyst for such engagement, and we continue to grow and improve because of it."

Calltools reviews on site

Indeed, customers seek third-party validation when making an online purchase, and that’s why word of mouth and brand reputation are two of the most important things companies should include at every touch point of their customer journey to eliminate doubt once and for all. By delivering a great customer journey, you're improving your visitor’s experience, making it more likely for you to improve your brand’s reputation.

Topshop improved their customer experience by changing the shipping fees and conditions after their customers complained about shipping costs:

Topshop incorporated free, fully tracked returns after getting feedback from their customers

topshop customer centric

Topshop returns policy

Listening to customers can help companies adapt their business’s strategy to their customers’ demands and needs. By keeping an eye on the entire journey, businesses are making sure that the customer experience is also building trust and confidence and therefore eliminating customer hesitation.      

## 4. Invest in referral marketing

Did you know that people are 4 times more likely to buy from a business when referred by a friend? Word of mouth remains one of the best methods of recommendation, and the perfect tool to eliminate customer hesitation. Businesses that tap into their existing customers’ interactions and relationships by leveraging a referral program are more likely to turn hesitant shoppers into customers.

Not only is it more cost effective than traditional marketing, but it also means businesses can rely on word of mouth and customer advocates, increasing the chance of success. By saving on costs and resources, companies can spend their time and money improving other areas of their business.

I know, we keep mentioning it, but it's true: consumers research a lot before making a purchase decision. Referrals shorten the customer journey and encourage visitors to trust a business instantly based on a friend or a relative’s experience. We talk about how reviews provide an authentic experience of a company - referrals are more like personalised recommendations, making them extremely successful when effective.

Check out how Airbnb encourages users to refer and invite friends with an easy-to-share personalised code:

Airbnb referrals eliminate customer hesitation

airbnb referrals

Airbnb customer referrals

Here’s why it works:

- Airbnb makes sending a referral easy on the referrer’s side.
- By providing a discount, the referred consumer has an incentive to move forward with their purchase
- Because it’s a referral and used by someone the consumer knows, they already know the company and their service is trustworthy.

Referral marketing helps companies build trust, credibility, and loyalty quicker. Customer referrals have become a powerful tool for businesses to use in order to eliminate customer hesitation, so don’t be afraid to ask for referrals!

## Conclusion

The digital environment is constantly changing, and retailers are finding it more difficult to convert new visitors into customers.

Why?

Lack of trust and competition are affecting the decision-making process, increasing customer hesitation, and encouraging doubt and cart abandonment. Consumers can easily compare brands by costs, customer experience and more, making it extremely difficult for businesses to stand out and turn hesitant shoppers into new customers.

Delivering a seamless customer experience, offering great discounts and offers, as well as implementing reviews and referrals as part of your business strategy are some of the best ways to reduce customer hesitation for good. Be diligent, plan, and test these new strategies is to ensure you find the right solution both for your customers and your business!

There's no doubts brands can benefit from showcasing Trustpilot reviews throughout their website and marketing. But did you know we offer an integration with Shopify? Trustpilot’s integration enables Shopify and Shopify Plus merchants to get great reviews and showcase them easily to overcome customer hesitation.

Sounds interesting?

Find out more about our Shopify integration today!

4 Strategies to overcome customer hesitation

How to localise your business with Trustpilot

## What is localisation and how do I approach it?

Localisation covers much more than just translation. It involves adapting your content or product to suit a different market. Each region has differences to consider when wanting to inspire trust and increase conversions. To create a fully localised experience online and to maximise success, you need to localise all content and also adapt your site to address cultural differences. By failing to localise appropriately, you’ll limit the conversion potential of your website and you won’t maximise the return on investment of your expansion efforts. 

The traditional approach to localisation was to focus on translation only, with clients wondering whether to use a human translator or machine translation, such as Google Translate.

This approach is now shifting as companies have begun to realise the benefits of localising their content and website for their target markets using human mother-tongue translators. Instead of creating a single piece of content and translating it word for word, companies are starting to adapt content to resonate and engage locally, allowing them to compete more effectively against local competitors. This is known as transcreation, where marketing messages are adapted to different cultures and languages whilst maintaining the original context and intent of the messaging.

As well as localising words, imagery also needs to be reviewed against cultural expectations. Imagery can be interpreted differently in different markets and what might seem a normal representation to a UK audience may seem at best unrealistic and at worst offensive to a different audience. For example, whilst the colour white represents purity and innocence in many western cultures, in China and Japan it represents death and mourning. An image of a family wearing white will imply a different message to each audience. 

When expanding your business to a new market, a thorough analysis should be conducted to ensure you minimise risk and maximise revenues.  

In this article, we cover 4 things everyone should consider when localising their business for different markets. 
 

### 1. Trust signals 

Trust signals help customers feel more secure in their purchase with a company they have never transacted with online before. For each region, trust signals will vary and therefore so must your approach to establishing trust in different markets. Incorporating the relevant trust signals on to your website will inspire more trust in your brand and increase conversion rates.

For some markets, reviews may be the top signal, such as the Nordics where online reviews from Trustpilot are seen as one of the best ways to establish trust. For other markets, logos from certain organisations may also need to be utilised. One of the most popular trust signals for Germany is the TÜV: the s@fer shopping certificate. Germany also has a unique trust signal called an Impressum, which is a legal document that must be published on German websites to show the ownership and authorship of a website. 

### 2. Payment methods

Localising your checkout process is crucial for minimising your abandonment rate. A key element of this is offering relevant payment methods for the audience you are targeting. In each region, there will be different payment options preferred by users. 

Google Market Finder is a useful tool that allows you to see the most popular payment methods in each market by utilising data from Worldpay (2016). For example, 40% of people in Germany prefer to pay via bank transfer, compared to only 7% in China. 30% of people in France prefer to pay via direct debit, but this is much lower in Germany at 6%. 




Payment methods

### 3. Delivery and returns

Did you know eCommerce delivery and returns preferences can differ across different markets? The range of options available and the costs associated are an important factor as to whether a user will convert.

Research by [Postnord](https://www.postnord.com/globalassets/global/english/document/publications/2016/e-commerce-in-europe-2016.pdf) shows that whilst 44% of Polish customers are willing to pay for next day delivery, only 20% of French customers have the same preference. 69% of Polish customers feel it is important to be able to change the delivery date or time after purchases have been dispatched compared to only 25% of Belgium customers. When it comes to returns, clear returns information is most important to those in Italy with 65% saying it was very important compared to 47% of customers in the Nordics. 

### 4. Local reviews

Did you know that [97%](https://www.brightlocal.com/research/local-consumer-review-survey/) of consumers go online to find local businesses, and [76%](https://www.thinkwithgoogle.com/data/mobile-location-searches-to-store-visit-data/) of people who search on their smartphones for something nearby usually visit a business within a day?

[Local reviews](https://business.trustpilot.com/features/location-reviews) are a great tool to help localise your business for different markets. Indeed, they can help multi-location businesses and franchises better manage their local reputation by allowing them to measure each of the customer satisfaction levels with valuable insights. Localisation includes much more than just translation. Understanding cultural differences with consumer insights is key to providing a truly localised user experience. This in turn will increase your conversion rates and maximise the return on your investment. 

Local search can be extremely competitive, but they're also a great way to [stand out from the competition](https://uk.business.trustpilot.com/reviews/build-trusted-brand/using-location-reviews-to-stand-out-in-search-after-lockdown) and manage your business better, across all regions. 

We hope these 4 things to consider have inspired you to look at your overall customer experience and revisit your localisation strategy. If you’d like to learn more about the importance of trust signals, read our latest whitepaper below:

The importance of trust signals when localising your online business

4 Things to consider when localising your business for different markets

life after lockdown: investing in your reputation blog post

life after lockdown blog post

As lockdown begins to end, we explain why every business should be collecting reviews and investing in its reputation right now.

A 2020 [Canvas8 study for Trustpilot](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) found that trust declined by 11% globally in the last year, with only 71% of people admitting they trust brands.

Today’s global trust deficit is pushing consumers to rely on third-party validation as well as their peers’ recommendations to find brands they can trust, especially in these difficult times.

A Trustpilot study also found that, since the COVID-19 outbreak, more than a quarter of global consumers admitted checking reviews now more than ever before.

The presence of social proof such as reviews or testimonials should make a business more trustworthy. But with the rise of fake reviews, and more than 1 in 5 people saying that the trust they have in companies has decreased since the coronavirus outbreak, it’s essential to point out that the way social proof is shared or managed by businesses can have a serious impact on the level of trust consumers put into it. 

In this article, we’ll explain why collecting reviews is a great step towards success and why every business should consider investing in its reputation right now.

## 1. Building trust and credibility is more important now than ever before

There’s no doubt that these difficult times have spread uncertainty and increased the already-existing lack of trust in consumer brands. We’ve observed an increasing interest in online reviews and third-party validation since the beginning of the outbreak. When lockdown ends, consumers will likely continue reading more online reviews than usual before deciding to engage with businesses.  

Indeed, consumers are now turning to their peers to get trustworthy and transparent information. Today, in the United Kingdom, review websites rank second as most trusted to provide consumers with an honest opinion about a company, a good, or a service.

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

It’s safe to say that the rise of reviews isn’t going to stop any time soon, and these difficult times have meant that consumer [reviews are becoming increasingly important to invest in](https://uberall.com/en-us/resources/blog/consumers-will-ask-reviews-whether-it-s-safe-to-go-back-stores-na). Customer feedback is a powerful tool for both businesses and consumers. It helps feed more information which businesses might not have shared with new visitors and customers, and it allows brands to better understand their target audience. 

With almost half of consumers relying more on reviews now than they have in the past 2 years, businesses need to acknowledge that building trust and gaining credibility is more important now than it was ever before.

Read 'The Importance Of Trust in Uncertain Times'

## 2. Every business should invest in its own reputation right now 

As measures begin to ease in some countries and as [consumer behaviour continues to change](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry), businesses are slowly going to have to [adapt to life after lockdown](https://uberall.com/en-gb/resources/blog/3-steps-to-consider-when-re-opening-your-business-locations). 

Having a reputation management strategy is essential for businesses. Growing competition, as well as lack of trust in retailers post-coronavirus can have a serious impact on the decision-making process consumers go through when looking to buy online.

Today, 56% of people say they’re concerned about online scammers due to the current situation. The growing trust deficit encourages people to rely on other customers’ judgment more than anything else. That’s why online reviews are one of the best tools businesses can invest in to rebuild trust now more than ever before. 

Indeed, customer feedback is one of the most impactful ways to help build any company’s online reputation. Today’s consumers are more empowered than ever before, and can research companies in just a couple of clicks. Investing in your own reputation allows you to better understand the kind of information your consumers are exposed to when searching for you online, and helps you establish a strategy to better your business in the long run.

## 3. Consumer insights help brands deliver better experiences

Over the last couple of months, most consumers have been doing their shopping online. In fact, just over 75% of online shoppers have admitted reading more reviews to find out how companies are handling the coronavirus outbreak.

As consumers continue to check out online reviews to understand how you’re dealing with the crisis and the level of service you’re currently delivering, half of consumers have said they are concerned that companies might have used the coronavirus outbreak to censor or remove unwanted customer feedback.

That’s why opting for an open review platform, where every single review - good or bad - is welcome, is so important today. Choosing to invest in your own company’s reputation and collecting online reviews ensures that consumers understand you care about their feedback, and that you are constantly looking for new ways to get better. 

In times of uncertainty, it’s the little things a business does to improve their customers’ lives that go a long way.  Stellar customer service is one of them. Businesses that care about what their customers’ needs and wants are, and that always go the extra mile to make sure they’ve had the best experience possible, are the real winners here.

Collecting reviews allows you to analyse customer sentiment and better understand what works, what doesn’t, and what could be improved in order to deliver better experiences. When [consumers insights](https://uk.business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them) are collected and analysed, they can help improve the effectiveness of how a company communicates with its customers, detect needs, and identify areas of development. Once addressed, consumer behaviour will likely change, which might increase your website’s conversion rate. That’s why it’s essential for companies to [learn from negative feedback](https://uk.business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect), rather than delete it.

Find out more about Trustpilot’s Review Insights tool

Overall, collecting reviews and analysing insights will help you become a more human brand, and as you continue to work hard to improve your both customer service and customer experience, you will, in return, receive more positive reviews.

We hope you’ve found this article helpful. 

If you’d like to find out more about customer reviews and how you can invest in a reputation management strategy to make trust your ultimate brand differentiator, watch our latest video and read the report below:

Read ‘The Value Of A Trustworthy Reputation’

Life after lockdown: Why it’s time to invest in your online reputation

reviews in difficult times - coronavirus

As the global coronavirus crisis continues, some companies have products in high demand, others are taking a hit, and quarantine restrictions are keeping customers away from brick and mortar stores. 

As the global coronavirus crisis continues, many countries are going into lockdown to protect their people, and many businesses, big or small, are starting to suffer from the economic uncertainty.

While some companies now have products in high demand, others are taking a hit, and quarantine restrictions are keeping customers away from brick and mortar stores. 

Before the restrictions were even implemented, [52%](https://www.technomic.com/technomics-take/coronavirus-foodservice-view) of consumers said they were avoiding crowds and 32% said they left their house less often because of coronavirus. Now that the lockdowns have started, it’s safe to say consumers are more likely to be doing most of their shopping online over the next couple of weeks or months.

A Trustpilot and Canvas8 research found that so far, this year, global trust declined by [11%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), while only 71% of people admitted they trust consumer brands.

Online shoppers might be concerned about purchasing from brands they’ve never heard of, or engaged with before, and shoppers are therefore more likely to be looking for signs of trust and credibility in online reviews when purchasing online, especially now.

## How trusted reviews can help you cope in times of uncertainty

### 1. Consumers want to engage with brands who care

How do you define good customer service?

Stellar customer service means caring enough about what your customers need and want in order to be satisfied, and always going the extra mile to make sure they’ve had the best experience possible from the beginning until the end.

In uncertain times, the little things a business does to improve their customers’ lives can go a long way. As most of the shopping will be done online over the next couple of weeks or months, customer service is likely to become one of the most important things consumers look at when comparing different brands online.

Consumers will also be looking for information on how you’re dealing with coronavirus, and the level of customer service you’re providing in this difficult time.

review coronavirus 1

Coronavirus reviews

Did you know that 89% of global consumers usually check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences?

In times like this, shoppers are likely to be reading more online reviews than usual before engaging with any businesses. By continuing to manage your company’s reputation with online reviews, you’re ensuring that your existing customers are all satisfied with the level of service you’re currently delivering, and happy to refer you to potential customers.


review coronavirus 2

Reviews in times of uncertainty

### 2. Online shoppers are looking for answers to their questions

In difficult times, consumers are likely to be asking detailed questions to find out more about your company’s process and operations. Some of the most common questions could be:

- How and where are your products made? 
- Are they safely packaged? Can I catch the virus from your packaging?
- When can I expect my delivery? 
- Will there be a shipping delay due to COVID-19? 
- Where will my order be shipped from? 

It’s fair to say that when it comes to answering your customers’ questions, transparency and honesty is essential. Customers might come to you directly to get detailed answers, but they might also look for extra information, reassurance and validation by reading reviews from their peers.

Screenshot 2020-03-16 at 10.14.57

To reassure shoppers and build more trust, [WHO](https://www.who.int/), the “World Health Organization”, encourages businesses to remind their customers that it is safe to receive a package from an area where COVID-19 has been reported. The likelihood of an infected person contaminating commercial goods is low, and the risk of catching the virus that causes COVID-19 from a package that has been moved, has travelled, and has been exposed to different conditions and temperature is also low.

We spoke to Sam Holden, Chief Commercial Office at [Yodel](https://www.yodel.co.uk/), to understand what changes they've made to keep customers up-to-date in these uncertain times:

"During COVID-19 and lockdown, home delivery has become an important part of supporting the public in their efforts to stay at home. Over the past 8 weeks, Yodel has seen parcel volumes similar to those around Black Friday and the lead up to Christmas. With this unforeseen peak, it would have been
easy for us to panic and not deliver the great service that our clients and their customers expect. A key part of our strategy to maintain this service was to very early on, communicate delivery updates to both clients and customers that might be seen. Through collaborative working with clients, we were able to set realistic delivery promises for their customers, ensuring shoppers were kept up to date about their parcel’s journey. Communication has played an important role in reassuring customers that their doorstep experience would be safe. At a time when social distancing was becoming a part of everyday life, our delivery experience had to match up, which is why we created a COVID-19 process. Now, drivers can leave parcels on doorsteps for customers to pick up, whilst they remain at a safe distance, and when a signature is required, we have created a new scan option to acknowledge a successful delivery, without the customer needing to touch the driver’s signature-catching device. Trustpilot has been a great platform for us to gauge how the public has reacted to these changes and help us shape our delivery service as the weeks have passed by."

In uncertain times, you should also expect consumers to be looking for more reassurance than usual, so it's important to keep managing your reviews, and keep responding to feedback.

"We have seen an influx of reviews as our frontline colleagues deliver parcels, enabling the general public to stay at home. Over this time, we have seen our Trustscore increase to 4.3 and achieve an Excellent rating. Customers have come to rely on their local couriers to receive the essentials such as food, plus those extra items needed to make lockdown easier. Reflecting this, we have seen a change in the types of parcels being delivered, with the number of flowers being delivered up by 500% and over 100,000 items of garden furniture delivered over the past 8 weeks. It's really important to keep calm, carry on and communicate as much as possible. Online reviews are a great way to check that all of your best laid plans are working and providing your customers with the great service that they expect," explains Sam Holden.

Yodel reminds us all that over communicating is better than under communicating - indeed, [64%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of global consumers would prefer to buy from a responsive company. Remember, people seek honesty and transparency, not perfection.

### 3. Selling hard is the last thing businesses should be doing

In times of uncertainty, many businesses will naturally be looking to advertise more in order to keep their revenue stable. But coming across as intrusive or pushy is one of the last things you want to do right now. 

Today, [91%](https://www.vieodesign.com/blog/new-data-why-people-hate-ads) of people say ads are more intrusive than 3 years ago. 

The best form of marketing a business can partake in during uncertain times is trustworthy social proof and third-party validation. In short, let your customers do the talking, because their opinion is more likely to be heard and considered by their peers.

Indeed, today’s buyers trust customers more than they trust companies. When marketers harness social proof, it can drive more leads than when a business says “we’re the best brand out there”. 

According to HubSpot, 69.5% of companies already admit that reviews, social proof and word-of-mouth directly generate revenue.

Showcasing your reviews throughout the consumer journey is a less intrusive way of building trust with potential consumers. So reconsider selling hard, and let the voice of the customer build the confidence everyone needs today.

As the coronavirus pandemic continues, companies will likely be facing more customer engagement issues in the coming months. Trust, reviews, and reputation management are three of the most important tools to help your business cope during difficult times. If you’d like to learn more about the state of reviews and trust in 2020, you can download a free copy of our newest report below.

The importance of trust in uncertain times

social proof in uncertain times

Collecting and displaying reviews is one of the most important and effective ways to attract and retain customers, even in times of uncertainty.

Today’s shoppers are savvier than ever before when making an online purchase, and will look at more than just price when making a decision. Indeed, a survey 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 consumers will pay more to shop with a company that provides excellent customer service.

There are many components of online customer service that a business can focus on to keep customers happy in difficult times. Having [excellent delivery options](http://www.bestresponsemedia.co.uk/get-an-edge-over-your-competition-with-a-better-delivery-experience/) is a great example, and collecting and displaying website reviews is one of the most important and effective ways to attract and retain customers, even in times of uncertainty.


### Why marketers should embrace reviews now more than ever

Reviews are an essential component of a successful digital marketing strategy as they provide authentic social proof. In 1984, Dr. Robert B. Cialdini wrote a book called [Influence: The Psychology of Persuasion](https://www.amazon.co.uk/gp/product/006124189X/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=006124189X&linkCode=as2&tag=theoneque-20) that has become a classic in the marketing field. In his book, Cialdini covered the topic of social proof, which essentially states that people like safety in numbers. If they can see that a product is being purchased and trusted (or not) by others, this will help to inform their purchase decision.

We can see that this principle still holds true as a Bright Local survey found that [84%](https://www.brightlocal.com/learn/local-consumer-review-survey/) of consumers trust reviews just as much as personal recommendations. The same survey discovered that most people will read up to ten reviews before making a purchase decision and, even more compelling, over 54% of respondents will visit a website after reading positive reviews. This is a huge rate in the marketing industry that obsesses over single-digit conversion rate. Finally, a MarketingProfs study found that [85%](http://www.marketingprofs.com/chirp/2014/25578/consumer-psychology-and-the-e-commerce-checkout-infographic) of consumers will only make a purchase after reading online reviews.
It seems like reviews have become a necessity for any eCommerce brand if they hope to succeed.

Managing your reviews might not seem like a top priority right now, but communities coming together means word of mouth will be travelling much faster than usual. Caring about your customers’ feedback in times like these will help you ensure your business is future-proof. However, today’s businesses have a variety of options when it comes to a review acquisition strategy.


### Native reviews in eCommerce platforms - why they’re not a viable option

As we have seen, there is currently a lot of evidence that confirms the importance of reviews in relation to a website’s conversion rate. With that in mind, all business owners should have a review strategy. Most major eCommerce platforms have native review functionality as an built-in option. This is often an appealing option to store owners as they have full control over the review process, including the ability to create and edit reviews.

However, Cialdini’s social proof model only works if consumers are able to trust the source of the social proof. The problem with native reviews is that they have been traditionally abused by unscrupulous business owners. This abuse normally manifests itself in the form of editing bad reviews, removing them altogether, and/or creating fake reviews.

This behaviour is not natural and might even negatively impact the business. If they have all been written by a small number of internal staff, it will be clearly visible and this can damage the trust and reputation of the business. 


### Third-party review platforms provide authentic social proof in times of uncertainty

Third-party review platforms are recognised and trusted by consumers due to their proliferation on websites across the internet. They have a distinctive logo and branding that sits with the reviews, which makes them more recognisable. Because they can’t be edited or modified, they present themselves in a much more transparent and natural way than native reviews, which is what consumers seek for in times of uncertainty. Even eCommerce platforms like Amazon have had to go to great lengths to enhance the trustworthiness of their reviews with the inclusion of a “verified purchase” badge to confirm reviews that were left by people that made a purchase rather than received a free sample.

By implementing a third-party review platform, retailers will be forced to raise the standards of their customer service to ensure that they don’t receive any negative feedback related to things within their control. This benefits both the consumer and the business, as the consumer receives a better experience and future consumers will leave more positive reviews. 

To better understand how third-party review platforms like Trustpilot help businesses in times of uncertainty, we spoke with Barbara Hagen, VP of Sales and Marketing at [Thriftbooks](https://www.thriftbooks.com/):

"During the pandemic, and the subsequent stay at home requirements, the book industry saw a surge of online purchases, ThriftBooks included. Not only were libraries and physical bookstores closed, so access to those books had now been cut off, but the new demands on people and families also left them searching for additional resources such as books. For example, when schools closed, there was a surge in homeschooling books, educational workbooks, and children’s reading books. Then as people began to settle into their new routine, and as stay at home orders were extended, we saw consumers looking for alternative forms of non-digital entertainment, like puzzles. The run on puzzles sold online was incredible. ThriftBooks also became a trusted resource for consumers to receive puzzles in addition to their favorite books. We were pleased we could be that additional resource for our customers during these unprecedented times. The strength of our past relationship with customers was foundational in allowing us to be a resource for customers during this difficult time. With Amazon focused on essential items only during the first month of the pandemic, and the uncertainty of health and safety standards in place at other online retailers, the strength of the ThriftBooks TrustScore provided assurance to our customers that we would be able to deliver their books to them in a healthy, safe and timely manner", explains Barbara.

"We pride ourselves on being a personable company and even the COVID-19 messaging we sent was met with warm-hearted emails from our customers. During the pandemic, many people also found themselves searching for new retail resources when physical outlets closed for the stay-at-home orders. These consumers were looking for reassurance at a time when there was much uncertainty in the world around them. We had been building our Trustpilot score for years, so our score, as well as the hundreds of thousands of 5-star reviews, was a reassuring element for new customers who had never shopped with us before. It was an objective indicator able to provide confidence during these uncertain times that we would deliver and exceed customer expectations. We believe online reviews are essential to build trust and credibility, and we will continue to leverage our feedback and  scores in our consumer touchpoints to provide assurance to new customers."

Showing the world that your business is honest and authentic, and has nothing to hide from its customers, is crucial in times like these, and showcasing third-party reviews can help you gain and build trust from the ground up.

### How using social proof can improve performance

There are still many retailers that are harming their conversion rate by only using native reviews or not even collecting reviews at all. This leaves an opportunity for those retailers willing to invest in a review platform to significantly improve their conversion rate, especially in uncertain times. Those retailers nervous to cede control of the review collection to a third-party should take the opportunity to ask themselves: Why? 

If you are delivering an excellent service and keeping your customers happy, then there should be nothing to worry about. Displaying social proof in difficult times will help you ensure your business thrives now, and in the future too. Customer feedback benefits excellent companies, and all retailers should be aspiring to excellence, no matter what.

If you’d like to find out more about customer trust in difficult times, watch our latest video and read the article below:

Build a Trusted Brand