Blue chalk dark bg

Honest Marketing report - Banner image

Brand integrity: the new frontier for marketing - [Get the report here](/guides-reports/build-trusted-brand/brand-integrity-the-new-frontier-for-marketing?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

improving your trust signals

improving trust signals

Whether your website is lead-generation or sales, you need to convey professionalism to perform successfully online.

A website can have an amazing look with advanced functionality and state-of-the-art graphics, but if customers don’t feel like it is credible or legit, they will go elsewhere.

In this article, we give you seven ways to showcase trust signals at every touchpoint of the journey in order to reduce consumer hesitation, boost confidence and deliver better user experiences.

## Delivering better experiences by showcasing trust signals at key touchpoints

Somewhere between cyber-crimes, phony advertisements, emails, and websites, there are still online shoppers trusting in your website to be safe and frictionless. An unsecured site is an immediate turnoff for your visitors and if they can't trust you, they will quickly exit your site and head over to your competitor’s.

One way to stand out from your competitors and improve your website’s trust signals is by obtaining a security certificate. Brands lose upward 83.6% of sales because of cart abandonment and [19% abandon their carts](https://sleeknote.com/blog/trust-badges) because of payment security concerns. A security certificate is provided by the Certificate Authority (CA) that proves data such as banking and personal information is secured and encrypted between the server and browser. 

Phony pages are becoming terrifyingly accurate and difficult to differentiate as [phishing attacks](https://www.digitaltrends.com/computing/what-is-phishing/) are becoming more common. 

These indicators will help you earn your customers' trust and reduce consumer hesitation while also increasing your conversion rate. Help your website improve its transparency and reinforce your customers' confidence in you. If you haven't read our [credibility checklist](https://uk.business.trustpilot.com/reviews/build-trusted-brand/10-things-that-make-a-website-credible-the-ultimate-checklist), we recommend starting here.

Our friends at [Redstage](http://redstage.com/) have built hundreds of sites for their clients, and know a thing or two about building trust on site. We've asked them to share how they recommend using security certificates to signal to buyers that your site is trusted.

### 1. Padlock icon

Security certificates are crucial to show customers your website is a secure, safe domain.

Websites without a valid security certificate may present visitors with a warning message on some browsers. This can have a damaging effect on conversion.

If you have a security badge, a closed padlock in the status bar will appear in your browser window. To date, SSL certificates have been paramount for ecommerce websites in particular. However, more recently they have shown to be a contributing factor to SEO rankings. The padlock icon is an indication that traffic coming to and from your website is encrypted. This should be an indicator to customers that your website is protectig all data and personal information entered on your site. While a padlock icon doesn't necessarily mean that a website is 100% safe, it can ease some worry for visitors and help boost trust.

Not everyone understands what security certificates do, but the negative impact on conversion, should you not have one in place, would be tremendous.

### 2. HyperText transfer protocol secure

Once your website becomes verified through the Certificate Authority, you’ll receive an “https” URL. This is an indication that all private and sensitive information that is entered into the site is protected as it travels to a server. Without this, the user’s details have a high chance of being exposed. Additionally, Google and other search engines now give priority to websites with https, and may send visitors to a “Warning” page if you’re still only using http.

### 3. Privacy policy
Customers want to know how their data is being collected, used, and protected. A public, easy to find Privacy Policy can prove your company abides by the laws and care about keeping both your website and consumer information safe. 

### 4. Trust seal

Security Certificate on Zalora

Trust seal

Trust Seals give your visitors an extra sense of security. However, displaying too many badges across a website can cause some skepticism. Because of this, consider placing them only at the checkout. One study found a [42% increase](https://sleeknote.com/blog/trust-badges) in sales after implementing a Verisign trust seal. 

By implementing these indicators, not only can your visitors browse and shop worry-free, but you can also add some more points to the strength of your search rankings.

“Lack of trust is one of the top reasons customers abandon the checkout. A security badge can help reassure your visitors, but only if the source is recognizable,” says Oliver Sosinsky, Senior Solutions Engineer at Redstage.

Search engines like Google use an algorithm to promote a safer World Wide Web by giving certified sites priority in search results. Add in [great content](https://redstage.com/marketing/the-difference-between-good-great-content-marketing/), a [frictionless shopping experience](https://redstage.com/holiday/holiday-revenue-and-mobile-optimization/), and a [safe and secure website](https://redstage.com/holiday/3-tactics-hackers-will-use-against-ecommerce-store-security-this-holiday/), and watch your conversion rate skyrocket. 

As competition is increasing within the eCommerce industry, so are cyber-attacks, which create increasing levels of visitor anxiety. Studies show [77% of website visitors worry that their data could be stolen and misused](https://unbounce.com/landing-pages/can-ssl-trust-seals-and-other-security-indicators-improve-your-conversion-rates/). As a merchant, you should be showing your consumers that your company is highly invested in the safety and protection of their data. 

To ease the pressure, Trustpilot partner Redstage has designed customizable security and maintenance bundles to suit your needs. You can check them out [here](https://redstage.com/magento-security-maintenance-bundle/).

Read on for three more ways you can add trust to your website beyond security certificates. 

### 5. Payment gateway prominence

Payment option badges on Asos

payment gateway

What third-party software do you use for credit card payments?

Companies like Sage Pay and PayPal are reputable brands that consumers feel at ease with when sharing their bank details.

Make these logos clearly evident and prominent site wide, on the homepage and on the checkout to reduce consumer hesitation and cart abandonment. 

### 6. Verified customer reviews

reviews act as social proof to build trust

verified reviews

Over [92%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of customers read online reviews as part of their buying journey. So if you’ve received some great customer feedback, shout about it! Customers rely on other customer’s honesty.

There are many ways to collate and present reviews and feedback on your website. [Trustpilot is a great example of a review platform](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software).

What if someone leaves a bad review? It shows you are real and genuine; you’re never going to make everyone happy. The odd three or four star review should be encouraged, otherwise it can look fake. We can’t win them all!

### 7. A clear delivery + returns policy

Delivery options

delivery and returns policy

A lack of information on delivery can cause hesitation. If you sell online, clearly show how it will be delivered to the customer, when they can expect to receive it, and at what cost.

Furthermore, there are situations whereby a customer will return something if they’re unhappy with the end product.

How do they go about doing this? What is the policy in terms of a refund? How long do they have to get a full refund?

These are the kind of questions customers will think about before they make a purchase and if they don’t know the answers to any of them beforehand, it will prevent them from converting.

## Getting started with trust signals

Obviously there’s much more you can do, but this is a good way to get started.

And, if you tick all the customer boxes, customers are bound to praise your business in their reviews.

The results: an [increase to your conversion rates](https://business.trustpilot.com/reviews/browsers-to-buyers/15-ecommerce-tips-to-drastically-increase-your-conversion-rate), bigger basket sizes, and happier customers.

If you'd like to learn more about the importance of trust signals in today's competitive landscape, download a free copy of our brand new Social Proof report below.

Get your free copy of 'The psychology behind trust signals'

7 Ways to improve your website’s trust signals

Why authentic voices can help retailers build loyalty

What can retailers do to generate trust and build lasting brand loyalty in a tough market? As we discuss, harnessing the power of user-generated content and authentic customer voices is one of the first key steps.

Not only do shoppers have more choice, but they’re less trusting of a brand's own advertising and marketing hype.

There are various ways you can attract and retain customers, but user-generated content is by far the most powerful (yet least utilised) tool. Read on to find out how retailers can use authentic voices to encourage brand loyalty and increase conversions.

Retailers rely on brand trust and customer loyalty to sell their products. However, both of these crucial elements have been in steady decline over recent years – a trend expedited by the COVID-19 pandemic. According to [figures from KPMG](https://home.kpmg/xx/en/home/insights/2020/09/consumers-new-reality-declining-trust.html), global net trust has fallen to -4% compared with pre-pandemic levels, with grocery and non-grocery retailers among those most affected. But with [74% of UK consumers](https://londonlovesbusiness.com/three-quarters-of-uk-consumers-would-boycott-a-brand-they-dont-trust/) saying they would boycott a brand they didn’t trust, maintaining trust is essential if you want to secure repeat business.

It’s not just a lack of trust that’s hampering retailers’ efforts to retain customers. Thanks to the explosion in online shopping (another trend accelerated by the pandemic), there’s a wave of new online retailers vying for consumers’ attention. Shoppers are now spoilt for choice in an increasingly crowded online market. As a result, consumer loyalty is falling and retailers are having to work harder to attract and retain customers.

Even the big retailers can no longer rely solely on their name to keep savvy shoppers coming back. According to research by PWC, [32% of people](https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html) say they would stop shopping with a brand they loved after only one negative experience, highlighting just how fragile customer loyalty really is. In this day and age, second chances are far from certain.

The question is, what can retailers do to generate trust and build lasting brand loyalty in a tough market? As we discuss, harnessing the power of user-generated content and authentic customer voices is one of the first key steps.

## The power of user-generated content 

With trust in traditional advertising declining – particularly among [Generation Z](https://uk.business.trustpilot.com/webinars-videos/learn-from-customers/creating-user-generated-content-what-gen-z-really-want) and [millennials](https://uk.business.trustpilot.com/reviews/browsers-to-buyers/how-to-use-user-generated-content-marketing-to-reach-and-convert-millennials) – user-generated content is now the bedrock of modern marketing. 

The digital equivalent of word of mouth, user-generated content such as ratings and reviews brings the authenticity of someone impartial, and has become one of the main forms of [social proof](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing). It also tends to carry more weight than retailers’ own messaging, with [over three-quarters of people](https://uk.business.trustpilot.com/reviews/build-trusted-brand/your-guide-to-customer-advocacy-what-is-it-and-why-is-it-important) saying they’re more likely to trust content shared by ‘normal’ people than content shared by brands.

“There is a big trend of UGC and [people trusting the opinions of other people more than those of companies](https://business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-the-home-and-garden-sector), which makes sense,” says Nosto’s Patrick Obolgogiani. “Younger generations, in particular, tend to like to see what their peers think about something – it is about social proof.”

With [64% of people](https://f.hubspotusercontent10.net/hubfs/2749863/Report%20+%20Infographic%20-%20The%20Value%20of%20Customer%20Ratings%20and%20Reviews%20in%20Advertising/The%20Value%20of%20Customer%20Ratings%20and%20Reviews%20in%20UK%20Advertising.pdf) saying they’re ‘often’ or ‘very often’ influenced by consumer reviews when buying, the power of user-generated content is clear. Sharing opinions, experiences and recommendations online has become second nature. So it will come as no surprise that ratings and reviews are now a core part of any shopper’s online buying experience. These days, most retailers, no matter how big or small, display customer reviews on their website at key moments in the shopping journey. And with user reviews thought to influence over [£23 billion of UK consumer spending](https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/436238/Online_reviews_and_endorsements.pdf) each year, it’s easy to see why.

## 5 Ways authentic voices can build trust and loyalty

Satisfied and [loyal customers contribute 2.6 times](https://www.ringcentral.com/us/en/blog/customer-satisfaction-everything-you-need-to-know/#:~:text=Increasing%20the%20customer's%20lifetime%20value,as%20a%20somewhat%20dissatisfied%20customer.) as much revenue as other customers, so anything you can do to build loyalty will always pay off. Using authentic voices to communicate your brand story is one of the best ways to attract prospective customers and retain existing ones. 

Want to know more? Here are five ways user-generated content like reviews and ratings can generate trust, nurture loyalty and, crucially, increase sales.

### 1. Customer reviews build trust and demonstrate transparency

Trust is one of the main factors that drives long-term customer loyalty. And that’s where reviews and ratings can play a vital role. Showcasing authentic customer feedback proves you’re credible and trustworthy, which can be very reassuring in an industry saturated with choice. 

Transparency is also a key motivator for customers, with [93% of people](https://f.hubspotusercontent10.net/hubfs/2749863/Brand%20integrity_%20the%20new%20frontier%20for%20marketing.pdf?utm_campaign=GH_BrandIntegrity_ENG_1021&utm_medium=email&_hsmi=176425144&_hsenc=p2ANqtz-9azoeAZDuED58AZMK0e08HUhSLCfAVTo6sN0VgWl7wezoXmWJJ0r6xXzq8UXDHm5fuYNVZ_2jl8XyQ23098k6Q37Ik5Q&utm_content=176425144&utm_source=hs_automation) saying a brand’s honesty and transparency are important when buying products or services. Using a [third-party review platform like Trustpilot](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) is a great way to demonstrate these traits as shoppers know you haven’t edited or falsified your customers’ feedback. There’s no better way of saying “we’ve got nothing to hide” than displaying customer feedback – both good and bad – for everyone to see.

### 2. Responding to reviews shows you value your customers

Taking the time to respond to reviews shows you value your customers and their business, which is vital if you want to build brand loyalty. If your customers know they’re buying from a company that cares, you’ll not only gain their trust but they’ll be more likely to recommend you to their peers.

Engaging with customers also shows the human side of your business, while personalising your response establishes an emotional connection that’s often missing from the online shopping experience. We might live in the digital age, but consumers don’t want their interactions with retailers to feel robotic or too corporate. According to Edelman’s 2020 Trust Barometer, [36% of those surveyed](https://cdn2.hubspot.net/hubfs/440941/Trust%20Barometer%202020/2020%20Edelman%20Trust%20Barometer%20Global%20Report.pdf?utm_campaign=Global:%20Trust%20Barometer%202020&utm_source=Website) said they’d go elsewhere if a brand is inauthentic in its interactions. It proves that even today, personal relationships are still essential when it comes to generating loyalty.

### 3. Customer feedback can help you to improve the shopping experience

Reviews provide valuable insights that allow you to better understand your customers’ innermost wants, needs and expectations. You can then use this ‘feedback loop’ to improve your business operations and deliver a better overall customer experience, which is key to generating loyalty. 

It’s a strategy that’s worked well for Swift Direct Blinds. “Not so long ago we noticed that a number of customer reviews were commenting negatively on the quality of one particular fabric we were using in one of our blinds,” says the company’s Head of Marketing, Simon Weigh. “We flagged it up and the factory looked at it and noticed a minor problem, but it was an important thing to correct. We ended up changing fabric suppliers as a result of that insight.”

### 4. Reviews give you the chance to address complaints and fix mistakes

Unhappy customers are more likely to leave a review than satisfied customers, so it’s important to have a robust response strategy in place. Although negative reviews can be disheartening and sometimes frustrating, [they’re not necessarily a bad thing](https://uk.business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect). 

For a start, they give you the chance to explain a situation fully if something does go wrong. As counterintuitive as it might seem, negative feedback can also reassure other potential buyers. Anyone viewing your product reviews can assess whether that particular issue is likely to affect them and, if they’re satisfied with your response, they may even feel confident enough to make a purchase. 

Of course, handing the microphone to your customers can be daunting. But by viewing consumer insights as an opportunity rather than a threat, your customer service will improve, and brand loyalty will naturally increase.

### 5. Product reviews can address shoppers’ wider queries

As the cost of living soars, cash-strapped shoppers are more cautious about their spending. If they do choose to purchase something, they want complete confidence that they’re buying the right item. Is it true to size? Will it fit in the boot of my car? Is it dishwasher safe? And that’s where reviews can help. Hesitant shoppers can scroll through a retailer’s reviews to find answers to questions beyond those addressed in the product description.

Being able to access this level of information reassures shoppers, meaning they’re more likely to part with their cash. It’s also a great way to notch up your trust rating and increase brand loyalty. After all, if a customer knows they can find all the information they need on your website, they won’t need to look anywhere else.

__The voice of the consumer is more powerful than ever. By fully embracing this change in dynamic, retailers can forge meaningful connections with customers and generate long-term brand loyalty.__

__For more information on how user-generated content can build brand loyalty, [read our beginner’s guide](https://business.trustpilot.com/reviews/build-trusted-brand/a-beginner-guide-to-building-brand-loyalty-with-user-generated-content).__


How finance companies can harness the power of user-generated content to build loyalty

UGC is one of the best forms of marketing and the perfect way to build brand trust and loyalty. For financial services businesses, which depend heavily on consumer trust, leveraging the authentic voice of the customer is key to future growth and success.

Consumer trust and loyalty go hand in hand. After all, if consumers trust your brand, they’re more likely to purchase from you again. Building trust in the digital age can be difficult for any brand, but it’s particularly challenging for those in the finance industry. 

Unsurprisingly, trust in the sector plummeted after the 2008 financial crash – a low from which it has never fully recovered. Even now, consumers are [50% more likely to say](https://business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-financial-services) their level of trust in financial services providers has fallen over the last three years, while just [17% say they trust financial institutions in a time of crisis](https://www.ey.com/en_us/banking-capital-markets/four-ways-covid-19-is-reshaping-consumer-banking-behavior). Yet, trust is imperative if you expect customers to share potentially sensitive or confidential information with you. It even [ranks higher than price](https://www.visualcapitalist.com/trust-banking-industry/) (45% vs 43%) when it comes to choosing a bank.

At the same time, the fintech revolution and subsequent surge in digital finance companies means modern consumers have more choice than ever. As a result, consumer loyalty is falling and finance-related businesses are having to work harder to attract and retain customers.

So exactly how can finance brands cut through the noise and build trust and loyalty in an increasingly crowded marketplace? As many businesses are discovering, user-generated content is the magic bullet they’ve been looking for.

## Social proof and the power of the customer voice

Still plagued by scepticism of the finance industry, savvy consumers have lost trust in traditional advertising. Instead, they’re seeking social proof in the form of user-generated content such as unbiased customer reviews, ratings, testimonials and videos. In fact, [research shows that 76% of individuals](https://uk.business.trustpilot.com/reviews/build-trusted-brand/your-guide-to-customer-advocacy-what-is-it-and-why-is-it-important) admit they’re more likely to trust content shared by ‘normal’ people than content shared by brands.

The digital equivalent of word of mouth, consumer ratings and reviews are now one of the main drivers of trust. In a [Trustpilot survey](https://business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-financial-services), 61% of consumers said ratings and reviews were ‘very important’ or ‘important’ when choosing finance-related products and services. This is second only to a company’s own website (68%). At the other end of the scale, TV and online advertising were considered to be important sources of information by just 28% and 27% of people respectively.

It's no surprise then that finance companies are choosing to put third-party ratings and reviews at the heart of their marketing strategy. With 75% of people saying that positive consumer ratings would make them more likely to become a customer of a bank, the power of the consumer voice is clear.

But it’s not just new fintech brands that are capitalising on this potential. Even established finance providers are turning to review platforms to bolster consumer trust and loyalty. “The big brands are probably just waking up to the power of reviews, now that they tend to be used a lot more by challengers and disruptors to show the public how trustworthy they are,” says Neil Costello, Head of Marketing at Atom Bank.

“The trouble is, they may well have received far too many bad reviews in the past that are holding back their averages and they may be worried by more coming in, which they are not set up to deal with”.

## 4 Ways user-generated content can help finance brands build loyalty

It can cost around [five times as much](https://www.huify.com/blog/acquisition-vs-retention-customer-lifetime-value) to acquire a new customer than it does to retain an existing one. Therefore, anything you can do to encourage consumer loyalty will pay dividends in the long run.

Modern consumers might not be as loyal but that doesn’t mean you can’t retain their business – you just need to know how. A well-planned marketing strategy that utilises the authentic voice of the customer can attract and retain even the most sceptical consumers. Not convinced? Here are four ways user-generated content like reviews and ratings can help you to build trust, loyalty and, ultimately, increase sales.

### 1. Customer reviews prove you’re credible and trustworthy

Although the finance industry is heavily regulated by the FCA, prospective customers will still want reassurance that you’re a credible enterprise. After all, they’re trusting you with their finances so it’s only natural for them to be cautious. This is especially true if you’re an online-only business with no physical bricks-and-mortar presence. 

Showcasing real, honest customer reviews is a great way to alleviate consumers’ concerns and demonstrate you’re a legitimate business that can be trusted to handle their finances. It's one of the main reasons why Smart Currency Exchange feature ratings prominently on their website. The company helps people send money overseas and is often used by customers who are spending their nest egg on a dream property abroad.

“For people to know we’re highly rated is crucial when it comes to such an emotional purchase using their life savings,” says the company’s Digital Marketing Manager, Ricky Bean. “It’s why we have our Trustpilot score front and centre on our home page.”

### 2. User content shows you’ve got nothing to hide

Being open and transparent about your services and business operations is crucial if you want to build trust and earn customers’ loyalty. It’s a sentiment shared by many fintech companies, with [two-thirds (66%) of those surveyed by London Research and Trustpilot](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-importance-of-social-proof-in-fintech) strongly agreeing that a reputation for openness is crucial for their brand.

There’s no better way of transparently showing the public what other consumers think of you than proudly displaying authentic customer reviews and ratings across your marketing channels. It shows you’ve got nothing to hide and can help to quash any worries or doubts consumers might have. 

### 3. Responding to reviews shows you care

Taking the time to respond to reviews shows customers you care, which is crucial if you want to build loyalty and encourage repeat business. Engaging in client conversations is also a good way to establish a personal connection and show the human side of your business. Customers won’t be worried about loyalty if they view your company as a faceless corporation that’s only interested in the bottom line. 

Of course, how you respond to reviews is also key. In a [Trustpilot survey of over 1,000 consumers](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect), 25% of people said how well companies respond to criticism can help to transition them from detractors to customer advocates. It goes to show that even negative reviews (when handled in the right way) can turn an unhappy customer into a long-term client.

### 4. You can use reviews to improve the customer experience

Not all reviews and ratings will be positive, but that’s not necessarily a bad thing. Negative reviews not only show the positive ones are genuine, but they can also give you valuable insight into your customers’ experiences. You can then use this feedback to identify areas for improvement, rectify problems and provide a better overall service.

It's understandable to be nervous about potentially showcasing negative feedback to the world. But by viewing consumer insights as an opportunity rather than a threat, your customer service will improve and you’ll soon see brand loyalty increase.


__These are just some of the ways user-generated content can help finance businesses build brand trust and loyalty. If you’d like more information and advice, read our guide – [Building trust in financial services](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-financial-services).__

the importance of an open review platform

Finding the right review software isn’t easy. But we’re here to show you what to look for in a customer review software. Depending on your company challenges, Trustpilot might be the right one for you. Not sure what to look for? We got you covered.

A recent survey found that 44% of consumers looking to buy a product or service [go to user-generated sites such as Trustpilot](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/brand-integrity-the-new-frontier-for-marketing) when evaluating the ethical stance of a brand. 

Depending on your company challenges, Trustpilot could be the right one for you. Not sure what to look for? 

We've got you covered.

## What to look for in a customer review platform

Various kinds of customer review platforms have different benefits, pros, and cons. Before you start your search for the right review solution for your company, you need to ask yourself what your company needs are first.

### Why do you need a customer review software?

At Trustpilot, we’ve helped companies collect and manage their reviews for a multitude of reasons and we always find a way to solve their problems. Some of the most common challenges we’ve come across include companies wanting:

- To improve (or build) their brand's reputation
- A way to obtain customer feedback
- To engage with customers directly
- A way to improve their business in a customer-centric way
- To improve their SEO, marketing, conversion, or sales
- A way to improve their brand perception
- To leverage user-generated content in their marketing

If you’re the kind of company that wants to improve your marketing, connect with customers, build a reputation, and better your business, then it’s time to look for a review platform.

## Important qualities to look for

Once you’ve figured out how a customer review software will help your business, you’re ready to shop around. Here are some important questions to ask:

### 1. Is the platform a Google Review partner? 

If not, then you can’t get [Google Seller Ratings](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions), those yellow stars that show up on your AdWord campaigns.

Google Seller Ratings show up on Arc'teryx's Google Ads

search results page showing yellow stars on adword results

Arc'teryx Google Seller Ratings examples

Google Seller Ratings

These Google Seller Ratings can increase click-through-rates on ads by up to 10%, on average. Without them, you’re missing out on valuable traffic and potential sales.

### 2. Does the company offer an open platform for reviews? 

Companies with open platforms allow __any__ customer to leave a review for __any__ company. Review companies with closed platforms only allow customers to leave a review when invited. There are two issues with this:

- A closed platform offers transparency issues and won’t give customers an accurate picture of a company’s reputation. So, if you’re having reputation and trust issues, a closed platform won’t help.
- With a closed platform, consumers won’t be able to find you or your reviews as they research your company and your products. An open platform increases your discoverability.

### 3. How easy is it to collect reviews?

Collecting reviews can be an arduous task. If the review solution you have an eye on doesn’t make it any easier, move on. 

The right software should allow you to automate the review collection process and the collection method should fit within your existing business process.

### 4. Does the software allow you to display your reviews on multiple channels?

What’s the point of collecting reviews and getting a great reputation if you can’t tell the world? 

The right customer review software should let you easily display your reviews on social media, your website, your emails, and even on your offline marketing.

### 5. What integrations does the software provide?

The right customer review software should make your job easier, not harder. 
Find the software that hooks up with your eCommerce platforms, your preferred social media sites, and more.

### 6. Can you respond to your reviews?

Did you know that [44.2% of consumer](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/brand-integrity-the-new-frontier-for-marketing) say that a brand ignoring customer feedback would make them less likely to buy a product or service?

Having the opportunity to [respond to your customers](https://uk.business.trustpilot.com/reviews/learn-from-customers/dos-and-donts-best-practices-for-responding-to-reviews) in real time provides major advantages for your company. You’ll be able to resolve any potential customer issues as soon as they occur. And by engaging with your customers publicly, other shoppers who are doing their research will see that you’re committed to your customers, giving you a leg up on the competition.

## Why Trustpilot could be the right review platform for you

President, The Pearl Source

Let’s make your search easy. Trustpilot might be the customer review software you’re looking for. Here are just some of our benefits:

- We’re a licensed Google Review Partner
- We’re an open review platform with over 144 million written reviews of 626,000+ websites
- We have various methods of review collection processes, allowing you to automate review emails and reminders in a way that fits your business.
- Our TrustBox widgets come in a variety of sizes and options (and are customizable) for you to easily display on all your digital marketing channels - no coding necessary!
- Our software gives you the freedom to respond to reviews, easily display reviews on all social media platforms, and has integrations with all the major eCommerce platforms.

If you want to learn more about Trustpilot, our integrations, and what we can do for your reputation, your marketing, and your company, just request a demo below. 

We’ll get back to you as soon as we can to show you why Trustpilot is the right customer review software for you.


Why Trustpilot could be the right review platform for your business

visual-marketing-reviews-image-generator

In this article, we’ve gathered the most up-to date data to help you define the right social media strategy for your company and increase your business’s customer engagement in the long run. 

Images are analysed and processed [60,000 faster than text](https://www.emailaudience.com/research-picture-worth-1000-words-marketing/), making it easier for the human brain to recognise a familiar subject in a picture. By comparison, It takes the brain longer to process a sentence and understand what subject it’s covering.

Today, pictures and videos bring more traffic to websites than written content. In this environment where visual content is dominating the share of attention, it’s necessary for businesses to adapt their strategy to ensure they're engaging with their audience visually.

In this article, we’ve gathered the most up-to date data to help you define the right social media strategy for your company and increase your business’s customer engagement. We’ll also cover social media best practices, complete with image guidelines. 

## Why visual content marketing is taking over

As most social media experts envisioned a couple of years ago, social media is changing, and visual content is growing considerably. In fact, MDG Advertising found that content paired with an image attracted [94% more views](https://www.mdgadvertising.com/marketing-insights/infographics/its-all-about-the-images-infographic/) on average than content without any visuals.

While blogging remains one of the most popular way to share information online, visual marketing is taking over and [49% of marketers now rate it as 'Very Important'](https://blog.hubspot.com/marketing/visual-content-marketing-strategy) to their marketing strategy.

The rise of apps like TikTok and Instagram have led to other social platforms evolving and establishing more visual-friendly platforms. So, as visual content marketing continues to evolve, [60% of consumers](https://solve.co.uk/seo-tips/importance-of-images-in-marketing/) consider themselves more likely to contact a company when their local search results includes an image.

## Social channels by the numbers

Twitter has been constantly evolving for the past couple of years. With the ability to add visuals without taking up the 140 character limit, people are now sharing more pictures, tagging friends, taking screenshots of funny conversations, and commenting on photos. With a 140 characters limit, it can sometimes be difficult to convey a message. But with images, users have more flexibility in their clarity of messaging. Today, tweets with images receive [94% more retweets](https://www.digitalwebsolutions.com/the-art-of-using-images-on-twitter-how-to-get-retweeted-like-crazy/).

Airbnb Twitter post

Whether you’re a Twitter user or not, it’s hard to deny that visual content is the easiest way to captivate your audience’s attention.

In fact, Instagram and TikTok are proof that visual content is truly taking over. 

TikTok users spend more than 850 minutes per month on the app, and there are [167 Million TikTok videos watched every minute](https://influencermarketinghub.com/tiktok-stats/).

Instagram is the [second most-downloaded app](https://www.hootsuite.com/pages/digital-trends-2021) in the world after TikTok, and the 7th most visited website, with [2.9 billion total visits per month](https://blog.hootsuite.com/instagram-statistics/).

Visual content can be more successful than any other form of communication. Including it in your social strategy is no longer an option, it’s a necessity. If you’re looking to attract more customers via social media platforms, here are some best practices and size guides for long-term social media success.

### 1. Image sizes

Looking to include more images in your marketing? Worried you might not know enough about visual content?

Worry no more!

We’ve put together some image size guidelines to help you nail your social media strategy on every single platform.

Trustpilot image size guide

### 2. User-generated content

Did you know that [51% of consumers check social media](https://sproutsocial.com/insights/social-media-consumer-behavior/) to evaluate a product or service before buying?

User-generated content (UGC) can help encourage consumers to learn more about your business, your products and your service, and understand how your customers feel about you in a trusted way.

For example, instead of stock photos, choose authentic pictures like photos of your customers using your own products. [GoPro](https://www.instagram.com/gopro/)'s social media channels are a great example in this case.

Using user-generated content as part of your social media strategy can significantly improve consumer engagement and conversion rate. 

### 3. Reviews


At Trustpilot, we understand how important it is for customers to interact with businesses on social channels during the different stages of the buying journey. But we also know that online reviews could also help you attract more customers via social platforms. 

Sharing online reviews on social media can help your content stay personal and up to date, while helping you stand out from the competition and grow your online reputation.

Reviews on Instagram

Quote from Formula Botanica

Director of Formula Botanica

Want to learn how you can take advantage of visual content and reviews in your social media marketing? Request a free demo below, and we'll show you how Trustpilot can help your business today.

Your complete guide to social media visual content

brand loyalty and user generated content

Consumers are empowered like never before, and shoppers will look at more than just price when making a purchase decision. There are many components that a business can focus on to stand out from the competition. 

Delivering a great customer experience, both offline and online, is one of them. Indeed, brands offering ‘[shopping experiences](https://www.inc.com/larry-alton/how-to-create-brand-loyalty-through-customer-experience.html)’ to their customers are more likely to build loyalty in the long run.

So why is customer loyalty so important, and what can a business do to get closer to its customers?

Keep on reading...

## 1. Strong brand loyalty is more important than ever

The definition of brand loyalty is the emotionally-charged decision of a consumer to purchase from a particular brand again and again. The consumer has the perception that the particular brand has the qualities that meets their needs and expectations, and identifies with the consumer on a personal level.

Brand loyalty helps build strong customer relationships, which serves as a great tool to stand out from the competition, and acquire new customers in the long run. 

Did you know that acquiring a new customer costs [7 times more](https://kapost.com/b/customer-acquisition-versus-customer-retention/) than maintaining an existing one?

Investing in your existing customers will pay off, and it’s only a matter of time until you see positive results. Today, satisfied and loyal customers contribute [2.6 times](https://www.customerservicemanager.com/how-to-conduct-business-to-business-customer-satisfaction-surveys/) as much revenue as other customers, and 14 times as much revenue as dissatisfied customers.

There are different ways brand loyalty can be achieved, but using user-generated content to tell your brand story is one of the best ways to boost loyalty, and improve customer satisfaction.

## 2. User-generated content is essential to drive  brand loyalty and customer satisfaction

User-generated content (UGC) is defined as any type of content that has been created and put out there by customers.  It can refer to pictures, videos, testimonials, tweets, blog posts, reviews, [and much more](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-great-examples-of-user-generated-content)…

Modern consumers have lost trust in traditional advertising. In fact, [84%](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/) of consumers do not trust adverts anymore, and [87%](https://uk.business.trustpilot.com/reviews/why-87-of-consumers-find-ads-more-trustworthy-with-trustpilot) of consumers admitted finding ads more trustworthy with Trustpilot. Recent research also shows that UGC is considered to be [50%](https://www.adweek.com/digital/millennials-trust-user-generated-content-50-traditional-media-infographic/) more trustworthy than traditional marketing. 

User-generated content helps consumers make decisions, buy a product, or subscribe to a service they will most-likely enjoy based on the wisdom of the crowd.

Customer advocates, or people posting about your business, are more than just brand ambassadors. They are loyal customers. They are the lifeblood of your business. Unlike influencers, customers advocates are your everyday customers, who are much more relatable, and much more likely to bring you more, loyal, customers.

When [76%](https://www.adweek.com/brand-marketing/infographic-how-millennials-and-baby-boomers-consume-user-generated-content-175307/) of individuals admit that they’re more likely to trust content shared by “normal” people than content shared by brands, it becomes clear that refusing to adopt a UGC strategy can lead to a risk of stagnation. In fact, UGC has been shown to increase marketing effectiveness by as much as [54%](https://www.socialtoaster.com/advocacy-marketing-statistics/).

No wonder brands like Daniel Wellington, Lululemon, MZ Wallace, Sweaty Betty, Monday Swimwear, and many more, have all adopted UGC - and rely on it on a daily basis.

It can be tricky to figure out which type of user-generated content is best for your business. One of the best types of UGC out there is online reviews. While many types of user-generated content may be generational, or not accessible to everyone, reviews have become visible throughout the entire marketing funnel, from organic social posts, to display campaigns, all the way down to the product page itself. 

Because of this extreme versatility, online reviews are one of the best marketing tools out there, and essential to any company’s success.

## 3. How your review strategy can work together with UGC for a better customer experience

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

Online reviews have become an essential tool for eCommerce businesses looking to beat the competition and increase customer confidence at different stages of the buying journey.

Third-party review platforms  are more recognised and trusted by consumers because reviews can not be edited or deleted by businesses, making every single review on there completely authentic, credible, and therefore, more reliable.

Reviews also give you a direct line to your customers, and listening to them empowers you to learn what they want, deliver it to them, and ultimately, increase customer loyalty and [improve customer experience](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business).

Understanding your consumers’ needs and wants is essential to ensure your company is future-proof, and collecting consumer insights through online reviews is a great way to identify areas of development, and work towards creating a better shopping experience for your future, existing, and loyal customers.


There’s no doubt that user-generated content, brand loyalty, and customer experience all work together. 

Find out how a review strategy can help you build brand loyalty, download a free copy of our Complete Guide to Reviews below.

Download the complete guide to customer reviews

Picture of a smiling woman inviting to download the guide to customer reviews

CTA_complete_guide_to_reviews

A beginner’s guide to building brand loyalty with user-generated content

Two women sitting in a shopping mall with their purchases

two-women-in-shopping-mall-with-a-black-bag

What’s the most important thing when building a great business? A good website? A great product? Whilst both of these things are essential, it’s great customer relationships that are the bedrock of a business that can proudly market its reputation.

Whilst both of these things are essential, it’s great customer relationships that are the bedrock of a business that can proudly market its reputation. Factory360 reported that 57% of small businesses say that having a relationship with their consumers is the primary driver of repeat business.

## How reputation marketing using customer advocacy can positively impact your performance

Customer advocacy is a customer-focused strategy that can be integrated into a business’s marketing plan, in which companies leverage their most loyal customers as brand ambassadors to build awareness and trust, drive sales, and strengthen customer relationships. Customer Advocacy has recently become very popular, due to today’s intensely competitive world and need for differentiation.

Advocates are more than just loyal customers or repeat buyers -they are the lifeblood of your business. Unlike influencers, who already have an established presence online, customer advocates are your everyday customers, who are much more relatable. Having a customer advocacy strategy can be a game changer for a business that is trying to stand out with their reputation. But how do you transform leads into highly satisfied customers who will happily share their thoughts about your services?

We’ve put together 3 simple steps that will help you build a customer advocacy strategy and acquire new customers thanks to the strong influence advocates have on your audience.

### 1. Exceeding customer expectations every time

[54% of consumers](https://www.customerthermometer.com/customer-service/customer-service-and-satisfaction-statistics-for-2020/) have higher expectations for customer service now than they did just one year ago. Businesses with the highest level of service will know how to identify those expectations and meet them to the customer’s satisfaction. It’s how great companies beat the competition.

A lot of businesses try to get away with just being average. But it’s the ones that put in the extra effort to meet and exceed customer expectations that create raving fans who purchase more often and share their experience with others.

Review 1

Review 2

Review 3

But what do customers expect exactly? Fortunately, their expectations are pretty reasonable. The average customer expects friendly and knowledgeable communication, as well as [fast shipping, and a good return policy](https://www2.deloitte.com/content/dam/Deloitte/se/Documents/technology/Omni-channel-2015.pdf).

However, to truly create brand advocates and leverage your reputation in your marketing, you have to understand your customers and their needs. The easiest way to exceed your customer expectations is to listen to what they have to say and incorporate that into your business.

### 2. Understanding your customers: the difference between hearing and listening

Hearing is not the same as listening. Hearing is passive while listening is active. Companies that listen take your customers’ feedback into consideration. Listening is the key to get to know your customers better, understand their needs, and get to the core of their problems. It also helps businesses offer a better service by working on what can be improved until they reach a point where the company exceeds customer expectations every time.

Listening shows respect. It’s a secret weapon very few brands have.

Collecting customer feedback will give you all sorts of insights into what your customers want and expect from you: faster delivery, better communication, and a good customer experience. Matching customer feedback with your business’s data will help you get a much clearer picture of the situation, improve your customer experience, and go after the right opportunities. Observing a dip in numbers and receiving negative feedback from your customers could help you understand where your business needs to invest more efforts and what can be improved for future customers.

Listening will show your customers how much you care about them. [76% of consumers](https://www.salesforce.com/research/customer-expectations/) say they view customer service as the true test of how much a company values them.

__Here are 4 great ways to collect feedback from your customers:__

1. Surveys
2. Reviews
3. Reaching out directly
4. User activity from your analytics

Involving customers in a deeper, more sustainable relationship with your brand will make the difference in turning customers into advocates to help your business stand out among the competitors. Collecting feedback consistently will help you get in the right direction.

### 3. Letting your customers tell your story

Allowing your customers to share their stories helps them connect with your business and with other potential customers. You might be surprised at just how much people like to share!

But why is it so important? While traditional advertising is still a big part of building brand awareness, letting customers promote your brand or products for you can have an amazing impact on your online reputation, and on sales revenue too. It also takes advantage of social media platforms where the majority of your presence can come from customers.

Focusing on building a good reputation, positive reviews, and great customer success stories is key to promoting your online reputation. Your customers’ stamp of approval can mean a lot more than your self-proclaimed excellence. [96% of consumers](https://www.inc.com/dakota-shane/96-percent-of-consumers-dont-trust-ads-heres-how-to-sell-your-product-without-coming-off-sleazy.html) do not trust ads anymore. People are now seeking third-party validation more than ever when making an online purchase.

Engaging with your happy customers to promote their stories will help you build trusted and long-lasting relationships, improving your customer retention rate, and increasing your revenue over the long term. Good customer relationships will make your customers feel appreciated and encourage them to sing your praises to the rest of the world.

User-generated content and customer advocacy is transforming B2C marketing. The benefits are clear, customers love it, and great companies who are ahead of the curve, have already incorporating a UGC and customer advocacy strategy in their business..

Now is the time to incorporate it into your strategy. Are you ready?

Why reputation marketing via customer advocacy is essential for your business

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

parcellab tips to leave more Trustpilot reviews

There’s nothing better than customer feedback to help you improve service, build trust and increase sales. In this article, ParcelLab’s Julia Henry offers key advice on inspiring feedback on products and services.

*In this article, ParcelLab’s Julia Henry offers key advice on inspiring feedback on products and services.*

You may think that, as an online retailer, the one thing you have no control over is the number of reviews you get, other than selling great products and providing an excellent service, of course. If someone’s going to give you feedback, they’ll do it, right, and that’s that. 

Well no, actually there are three steps you can take to encourage customers to post a comment about your service and hopefully help build that all-important trust factor that will drive people to your store and have them coming back for more.

## 1. Pick your moment

People are likely to offer unsolicited online feedback if they feel they’ve had an exceptional experience or a truly awful one. However, there are plenty of times when customers get a fast, efficient and enjoyable service, but aren’t inspired to comment. So it can be useful to remind them to do so through a prompt. The key is choosing the right moment to ask them to share their opinion. 

So when are your customers in the best frame of mind to do this? 

When they’ve just opened a recently delivered parcel for example. So carefully monitor the shipping process, and a few minutes after the delivery has been made, get in contact in the customer’s preferred way – say text or email – to inquire whether everything is in order and ask for a review of the service and product. If you partner with a post-purchase communication platform, this can be automated, yet still be personal. 

You can refine it further by sending a message only when the customer themselves have signed for the parcel, as you then know they are likely to be opening it soon after. 

## 2. Make it personal and authentic

People respond better to people, rather than ‘faceless’ companies or corporations. This means that the more personal you can make your review request, the more likely you are to encourage your customers to give feedback. So ensure the message comes from a personal email address rather than a generic company one, such as jamie@fashiononline.com rather than reviews@fashiononline.com. 

This will also help if you’ve been communicating with them throughout the shipping process with updates of progress. If all of these emails have come from ‘Jamie’, the customer is now used to receiving emails or texts from this person, and is more likely to open it and take action accordingly. 

An interesting and creative twist to this technique is the approach fashion retailer Hirmer takes, enclosing a card with its parcels with the name of the packer of the item written on it. This type of action sparks an instant relationship with the customer, who feels obliged to give feedback. 

## 3. Look for other opportunities

Although engaging with your customer just after receiving a package is the optimum time to elicit a review, there are other options that can also be effective. 

Controlling the communications your customers receive during the shipping period and making them as personal and friendly as possible opens a new effective marketing channel, because 70 to 80% of customers open these messages. This allows you to add in extras, such as review requests via a ‘Rate Shop’ button, for example.

To help overcome the possibility that shoppers are not ready to post a review, you could ask the customer to rate your service later. Giving them this option increases your chances of getting a review. 

Remember to get personal and pick your moment, particularly in the post-purchase phase, you’ll significantly increase your chances of collecting reviews.  


__About the author__

*As one of [parcelLab](https://parcellab.com/en/)’s post-purchase experts, there is little Julia doesn’t know about how to deliver the best possible customer experience after an online purchase.  When she isn’t shopping online, you can usually find Julia cycling or hiking in the Alps.*

Build a Trusted Brand