Trustpilot Consumer Insights: Buying habits to know for a successful festive season

As the eCommerce space continues to become busier, standing out from the competition is getting increasingly harder – especially in the second half of the year. In this article, we'll give you tips and tricks to help you succeed during the holiday season.

The global pandemic has pushed consumers to spend almost entirely online. A survey of US consumers by McKinsey & Company gives a detailed breakdown of [the shift to digital shopping channels](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing) throughout the COVID-19 pandemic. Overall, the survey showed a 15 to 30% growth in US consumers who made purchases online across a broad range of product categories.

Mastercard also found that [online sales increased by a whopping 54% in February 2021](https://www.businessinsider.com/e-commerce-sales-rise-up-february-pandemic-mastercard-online-shopping-2021-3?r=US&IR=T), compared to the same month last year. Even though most global consumers were forced to shift to online shopping due to national lockdowns, it is believed that the eCommerce boom we’ve all experienced in the last year is here to stay. 

As the eCommerce space continues to become busier, and as shopping behavior continues to shift, standing out from the competition is getting increasingly harder – especially in the second half of the year. So to help you prepare for success, we’ll discuss:

- The state of reviews and what we expect in the second half of the year
- Consumer behavior and buying habits from the last two holiday seasons
- Industries and categories you can expect to see trend in the next few months
- Successful strategies you can put in place for the  the last few months of 2021

Without further ado, let’s dive into it!

## The importance of online reviews in the second half of the year

To understand the role of online reviews in the last two quarters of the year, it’s best to start with an overview of the state of reviews as a whole. 

Service reviews left on Trustpilot.com between January 1st 2019 and December 31st 2019. Here, we can observe a significant increase in service reviews from October onwards.

Here, we can see that over 2.7 million global service and product reviews were left in December 2019, up from 2.4 million in October and November 2019. In January 2020, over 2.5 million reviews were left, a 200,000 review drop from December 2019, due to the end of the busiest shopping season of the year. 

Overall, in 2019, we saw a 47% growth in reviews from January to December.


Product reviews left on Trustpilot.com between January 1st 2019 and December 31st 2019. Here, we can observe a significant increase in service reviews from July onwards.

In 2020, things weren’t too different. Over 4.5 million global service and product reviews were left in December, up from 3.7 million in November, and 3.4 in October, and 58% more reviews were left in December 2020 than in January 2020.

4 million reviews were collected on Trustpilot.com in January 2021, a 500,000 drop compared to the previous month, demonstrating once again that the second half of the year continuously gets more reviews than the first half.


Service reviews left on Trustpilot.com between January 1st 2020 and December 31st 2020. Here, we can observe a significant increase in service reviews from October onwards. 

Product reviews left on Trustpilot.com between January 1st 2020 and December 31st 2020. Here, we can observe a significant increase in service reviews from October onwards.

So what does this tell us? Well, we saw a whopping 58% growth in reviews from the end of 2019 to the end of 2020. If the past two years are any indication, the festive months clearly have a positive impact on how many reviews are left on Trustpilot.com, which suggests that shoppers rely even more heavily on third-party reviews to make sure their holiday shopping goes as smoothly as possible.

During the months of November and December – with holidays and events such as Black Friday and Cyber Monday – consumers tend to descend upon retailers to spend significant amounts. With such a major opportunity, it’s safe to say that competition increases dramatically at that time of year. 

Retailers who commit to their consumers are bound to see better results. It’s during that time that reputation, reviews, and expectations matter most, which is why it’s in your business’s best interest to collect and showcase third-party reviews from September onwards.

We’ve observed that consumers leave more reviews in the second half of the year. But what types of businesses are they looking to read and write about?

In the next section, we’ll look into the categories that received the most profile views and the most reviews on our platform during the last two holiday seasons.

## Consumer shopping behavior and buying patterns from the last two holiday seasons

We also took a deep dive into our global review data to identify the categories that received the most profile views and the most reviews on Trustpilot.com during the last two holiday seasons.

With our findings, we’ll forecast which industries we can expect to see do well in 2021, and which categories could be the most popular for gifting this holiday season. 

### The most researched categories of the 2019 and 2020 holiday season

When looking at the five most popular categories in October, November and December of 2019 and 2020, it is interesting to see that the top five industries were the same year after year.

In the final quarter of 2019 and 2020, the categories with the most profile views on Trustpilot.com were shopping and fashion, electronics and technology, money and insurance, home and garden, and entertainment, in that order.


Industries with the most profile views in Q4 2019

This comes as no surprise as some of the top holiday buys often include:

- Clothing and accessories
- Phones, headphones, sound systems and TVs
- Homeware items such as festive decorations, and tableware for entertaining
- Games, films and music for guests and family entertainment

However, it is interesting to see that money and insurance was the third most popular category in the last two holiday seasons. This could be due to consumers looking into better alternatives to manage their money while planning their holiday season shopping budget. It could also be due to consumers looking for better money and insurance providers for the new year.


Industries with the most profile views in Q4 2020

When comparing the total amount of business profile views between the last quarter of 2019 vs. 2020, we can see that the volume of traffic received in 2020 was, however, much higher than in the same period of the previous year.

This was anticipated, due to the shift in shopping patterns during the global pandemic and the lift in service and product reviews left on Trustpilot.com during the same period (as observed in the first section of this article).

Overall, looking at our consumer data, we should expect to see a continued growth in the amount of profile views in the second half of 2021. 

__*Based on the last two years, we can forecast to see the same five categories  this festive season, in the same order as the previous holiday seasons.*__

### The most reviewed categories of the 2019 and 2020 holiday season

When we compare the categories with the most reviews in the last quarters of 2019 and 2020, they’re pretty similar for the most part. 

Shopping and fashion, home and garden, and electronics and technology all make sense as top gifting, and therefore top reviewed, categories. 


Service reviews by industry Q4 2019

The business services category is where we see a change. It’s the only category that changes rankings from 2019 to 2020, from the third most reviewed category in 2019 to the top reviewed category in 2020.

Service reviews by industry Q4 2020

Business services include shipping and logistics. This explains both why it’s so high up with the other gifting categories and why it saw such a huge jump in reviews in 2020. 

Because most of us were forced to do our pandemic holiday shopping online, the world was relying on shipping and logistics companies a lot more than during regular holiday seasons. This category also includes office supplies – something that many of us were shopping for throughout the pandemic – as we looked to make our work from home setups more comfortable and productive. 

Although we can’t be sure where business services will fall for the last quarter of 2021 – with new COVID-19 variants it’s impossible to know how many of us will be back in or out of lockdown through the next few months – it’s safe to say that the other top categories will likely remain the same. 

If your industry falls into shopping and fashion, home and garden, business services, or electronics and technology you should plan on receiving a large amount of reviews towards the end of the year. We highly recommend monitoring your customer reviews during high volume times, as this can help you fix issues as you go and improve customer satisfaction. 

But whether your business falls into these categories or not, you’ll need to focus on delivering great customer experiences and customer service to succeed this holiday season. 

## 7 Strategies to help your business be prepared for success in the second half of 2021

Let’s get into the good stuff. What are the concrete ways that consumer trends are going to affect your brand in the second half of 2021? And how can you best prepare so that you can see great ROI and happier customers? 

We’ve rounded up our seven biggest predictions on how brands can best position themselves for success as 2021 comes to an end.

### 1. A holistic approach to mobile users can only help you succeed

Each year, the amount of eCommerce sales completed on mobile devices increases. By some projections, this year’s  eCommerce sales could make up for [72% of this year’s sales](https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/). As long as you provide an excellent mobile experience, your brand will be in place to benefit from this trend. 

But a mobile-first world isn’t just limited to how your site looks on a mobile device – although that’s extremely important as well. SMS open rates are as high as [98% compared to just 20% of emails](https://www.campaignmonitor.com/blog/email-marketing/roi-showdown-sms-marketing-vs-email-marketing/). 

Why not let your customers opt-in for text message updates on their orders and shipping instead of just email? This is an excellent way to communicate more effectively with your customers while they wait for their order. 

### 2. The pandemic surge in online shopping is here to stay 

Although many customers will do more brick-and-mortar shopping this year than they did last year, online shopping will still be where a lot of the holiday purchases take place.

One study found that [38% of consumers](https://hbr.org/2021/05/how-e-commerce-fits-into-retails-post-pandemic-future) still intend to do more of their shopping online, while visiting retailers that provide excellent in-store experiences. For brands that have brick-and-mortar stores, this means focusing on improving your in-store experience as much as possible. 

Brands that sell both online and in-store are likely in the best position to succeed this holiday season. 

### 3. Free shipping is a great way to stand out from the competition 

More and more consumers [expect free shipping](https://smallbiztrends.com/2021/06/consumers-expecting-free-shipping.html). 

66% of US consumers expect it on every purchase they make online and a whopping 80% expect it when ordering above a certain amount. 

If you’re able to offer free shipping, this is one of the best things you can do to stay competitive at this time of year – especially to keep up with eCommerce giants such as Amazon and Walmart. 

### 4. Shoppers still expect free and painless returns

Shopping online – where customers can’t try on or see the product in real life – means that some amount of returns are going to be inevitable. 

Similar to free shipping, today’s consumers expect to be able to easily send returns, without any cost to them. 

We recommend trying your best to offer this to your customers. Why? Well, because if a customer receives a product that they aren’t totally satisfied with, and need to jump through a lot of hoops to return it, they’re more likely to be dissatisfied with your customer service levels. 

This could mean never shopping with you again, writing a negative review, or telling their friends and family not to buy from your brand in the future.

### 5. Less uncertainty means higher spending 

Last year, many families were unsure of the future of the pandemic, layoffs, and more. As a result, this affected how they chose to shop for gifts, and how much they were willing to spend during the festive season. 

With economies starting to [bounce back](https://www.wsj.com/articles/turbocharged-u-s-economy-attracts-foreign-investors-11624263520) and less uncertainty around the future, this isn’t as likely to be the case this year. 

This means [more opportunities for your brand to win business](https://news.sky.com/story/covid-19-economy-grows-by-48-in-second-quarter-as-post-lockdown-reopening-drives-spending-spree-12379320), if you provide an excellent experience and product or service for your customers. 

### 6. Let your customers shop how they want and offer curbside pickup 

As more and more consumers have gotten used to the convenience of ‘Click and Collect’ or ‘BOPIS’ – buy online pickup in-store – and [curbside pickup](https://news.yahoo.com/why-curbside-pickup-is-here-to-stay-for-some-retailers-162847022.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAM9ZTFzJO5_8xXB0zzDty-f1J8DxEr6WQ-6J9U1IAcVasUMPv4RsFkJughRDZiEh9Wmz1KzaTo7kC554yX5fTK8TlQVtsVUcom_kfbdmz5Kpt0739sL2aVF0asykvwZbcGUyfVm1WXIxvLr3VWbzorYgZBsLRI0XVAPBe5LG8sDn), this will continue to be a great way for brick-and-mortar retailers to let their customers choose what kind of in-store experience they’d like to have. 

If you’re not already offering this, it’s worth looking into now before the holiday rush starts. If you are offering this, look into different ways you can [improve your pickup experience](https://blogs.oracle.com/marketingcloud/post/improving-all-5-steps-of-a-curbside-pickup) for shorter waiting times and a better experience for your customers. 

Even small improvements can translate into large increases in customer satisfaction. 

### 7. Supply chain delays mean an earlier start to the holiday shopping for some, and increased need for clear communication 

[Supply chain delays](https://www.cnbc.com/2021/08/03/shipping-crisis-strikes-black-friday-shopping-amid-europe-china-floods.html) have been a big part of 2021 and they don’t appear to be going anywhere anytime soon. This means that many consumers will try and get their holiday shopping out of the way earlier than usual, to avoid delayed deliveries. 

However, this could also present a potential problem for brands out there, as some customers might not think ahead and still expect their gifts on time – even if they order at the last minute. 

The best way to minimize fallout with these customers is to be extremely transparent about shipping expectations. Be clear about when the last day to order – if you want to receive your gifts in time –- is, and try to keep customers in the loop as much as possible throughout the shipping process. 

Customers are often understanding about waiting times, as long as you’ve communicated this beforehand. If you overpromise and underperform – leaving customers unexpectedly empty-handed on Christmas day – you’re likely to get more negative reviews, and never see those customers again. 

## Consumers will be looking for ease of use this holiday season

If the last two holiday seasons have shown us anything, it is that reviews and online shopping are continuing to grow year on year, partly because of the shopping behavior shift we all witnessed in 2020 and 2021 due to the global pandemic, but also because of the need for ease of use and convenience (avoiding crowded shops, home delivery, easy return policies, more product or service choice…). And although many customers could opt for brick-and-mortar shopping this year, online shopping will still be where a lot of the holiday purchases take place.

Business services, shopping and fashion, electronics and technology, money and insurance, home and garden, and entertainment were the most researched and reviewed types of businesses on Trustpilot.com during the last two festive seasons. Whether your business is part of these industries or not, your success in the last quarter of the year will be strongly influenced by some of the strategic choices you make. 

And with a lot of people willing to spend higher amounts this year, our top tip to be prepared for the busiest time of the year is to continue to provide great experiences to everyone.

- Continue to offer ease of use: think [free shipping](https://thegood.com/insights/offer-free-shipping-right-way/) and free returns, as shipping or return costs are some of the top reasons for cart abandonment, especially at this time of year.
- Omni-channel experiences are key. Offering a seamless experience from shop to mobile or desktop is more likely to convert shoppers as today’s consumers like to navigate through different channels before making a purchase. In fact, marketers using three or more channels in any one campaign earned a [287% higher purchase rate](https://v12data.com/blog/25-amazing-omnichannel-statistics-every-marketer-should-know/) than those using a single-channel campaign.
- Communicate clearly and set expectations before purchase. This is especially important during the last quarter of the year, when consumers are in a rush, or looking to get their orders before a set date. Set expectations straight away. This can be done through your website, social media or via email marketing too.

It’s become apparent that today more than ever, consumers need to be able to trust in the brands they shop with. Finding ways to implement our seven strategic tips will give your brand the best chance to succeed this holiday season, [alongside a strong review strategy](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews).

*Don’t have a review strategy just yet? *

Don’t panic! There’s still time to [create a free Trustpilot account](https://business.trustpilot.com/signup) today, or book your Trustpilot demo below.

Use the insights in your customer reviews to better your business

Use the insights in your reviews to better your business

Your reviews contain powerful insights that can be the key to improving your business and making your customers happier. Learn more about using these insights to your advantage. 

Some companies believe that with so many different customers, it’s impossible to please all of them — and pointless to try. When it comes to [customer experience](https://business.trustpilot.com/reviews/learn-from-customers/the-role-of-customer-experience-in-outperforming-industry-peers "The role of customer experience in outperforming industry peers"),  neither of these extremes are true. 

You’ll never be able to please every single customer, but if there are areas where the majority of your customers are unhappy then you should be listening. And if there are areas where the majority of your customers love what you’re doing, you should make sure to lean into that and keep it as a focus for your brand. 

Think of your customer reviews as a wealth of [consumer insights](https://business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them "What are consumer insights and how do I use them? An introduction") that hold the key to success for your business. But the more reviews you have, the harder it can be to try and guide your decisions with such a vast amount of – often conflicting – data. 

That’s why our team developed a tool called [Review Insights](https://business.trustpilot.com/features/review-insights "Review Insights") — so businesses like yours can easily uncover the consumer insights trends within your Trustpilot reviews. No heavy lifting required! 

## Consumer insights answer questions before you ask them 

Terms like data and insights might seem vague, which can make it hard to relate them to your brand. 

Having website or checkout issues during large volume shopping periods? New trends in your reviews could help you be aware of these as soon as possible so you can get back up and running and minimize any lost revenue. 

Relying on a lot of customer service reps or sales reps? By adding tags to your reviews it can automatically tie each review to an individual rep, so you can spot trends within feedback around each of them to understand where training is needed and how well they’re each performing. 

Struggling to get pricing just right? In depth insights into how your customers are mentioning pricing in their reviews could help you understand if you could raise your prices a little for a better bottom line, or lower them a little so you can appeal to more customers, grow your customer base, and stop losing potential customers to prices that may be a little unrealistic. 

There are so many ways that trends in customer reviews have [helped companies improve their businesses](https://business.trustpilot.com/reviews/learn-from-customers/7-ways-reviews-can-provide-actionable-consumer-insights-and-better-roi "7 ways reviews can provide actionable consumer insights and better ROI for your business"), and the list is constantly growing. 

## Go deeper than a simple star rating 
When you use Review Insights, our AI is automatically sifting through all of your reviews. It easily spots all of the trends in them that might help you improve your business. You’ll even receive a monthly consumer insights report that simplifies these trends, easily guiding decisions in different areas of your product, customer experience, and more. 

Trends in customer reviews

Looking at reviews in terms of star ratings can only get you so far. Often 4-star reviews will be mostly positive but contain one or two negative comments. These negative comments show you the areas where your business came up just a little short of delighting your customer. 

### Insights can change your customers from satisfied to ecstatic

The negative comments in otherwise great reviews are a gold mine for you in terms of knowing what you need to do to turn your satisfied customers into ecstatic customers. But going through these reviews manually to do this exercise would be an absolute nightmare. 

Review Insights can detect many different sentiments in each review, and it knows whether each is positive or negative. It’s smart enough to understand that there are positive sentiments in negative reviews, and vice versa. 

Once the tool pinpoints the negative sentiments in your 4-star reviews, you’ll easily see where you’re coming up short and what you need to do to turn those 4-star reviews into 5-star reviews. This means more customers raving about your business and influencing those around them to try out your brand. 

## A look into your business from the most important angles, at any given time

Depending on the nature of your business, some terms will come up in reviews more frequently than others. 


Looking at different common terms in your reviews

Whether it’s your shipping and delivery, pricing, or something more specific to your business Review Insights gives you a snapshot into exactly how each different aspect of your business is performing, at any given moment. It also shows you how they change over time. Watching these terms month over month gives you a quick snapshot into areas of your business that are improving and areas that are declining. 

This helps you spot problem areas that you need to be focusing on. With Review Insights quickly identifying potential issues for you, you're able to handle and correct them before the problem gets any larger.  

### Be alerted as new trends emerge 
The thing about review data is that it’s constantly changing. As your business changes, your reviews change with it. This is why it’s so important to keep monitoring these trends, instead of just checking how your brand is doing here and there. 

This allows you to stop negative trends as they’re happening, instead of finding out about them after you’ve potentially lost business. 


Watch as new trends in your reviews emerge

Fortunately, Review Insights does this for you. On top of monthly consumer insights reports, you’ll also receive detailed reports as new trends emerge within your reviews. This allows you to adjust your business operations to keep your customers as happy as possible. 

## The data is already at your fingertips. Tap into it with Review Insights 
Using reviews as a way to engage with your customers is excellent for your customer experience, especially with customers that are unhappy. But fixing the larger trends behind why many of your customers are unhappy removes the problems before they even begin. 

With [Review Insights ](https://business.trustpilot.com/features/review-insights "Review Insights Product Features")you can better understand your customers, so you can give them exactly what they want and keep them coming back for life. 

Ready to get started with Trustpilot? [Creating an account is free](https://business.trustpilot.com/signup?cta=free-signup_header_home "Create your free account") — and our experts are [just a call away](https://business.trustpilot.com/request-demo "Request a demo") if you’d like more information.

Review Insights: Using the wealth of insights in your customer reviews to better your business

7 ways reviews can provide actionable consumer insights and better ROI for your business

There are a lot of valuable insights in your customer reviews. We've rounded up 7 different ways they can help you improve your business. 

Monitoring changes in your star rating can help you stay on top of how your customers are feeling and make sure you’re giving them the best experience possible. 

But when it comes to making sure your customers are happy, is your job ever really finished? Even the smallest changes to how you operate and communicate with your customers can translate into pretty large boosts in customer satisfaction, resulting in more loyal customers and better ROI for you. 

Your customer reviews contain [powerful consumer insights](https://business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them "What are consumer insights and how do I use them?"), and tapping into them can [shed light](https://business.trustpilot.com/reviews/learn-from-customers/increasing-loyalty-by-using-customer-feedback-insights-from-trustpilots "Identifying areas for development with consumer insights") on changes you can make to ensure a better experience for all of your customers going forward. 

Some of them – like shipping issues – might seem obvious, but there are also some surprising ways we’ve seen businesses tap into the goldmine of insights within their reviews to improve their operations — and their ROI.  

## Top 7 ways businesses can improve by using the trends in their reviews

### 1. Finding the pricing sweet spot

Many larger brands pour money into consulting on their pricing strategies and struggle to find the perfect balance between making a profit and keeping customers coming back. If you’re a smaller brand, this might not even be an option for you. Whichever you are, the insights in your reviews can really help you here.

If you search your reviews for terms like pricing and overpriced and you’re seeing a lot of negative reviews then it’s definitely worth looking into. Lowering prices on some of your products might feel like it will mean less revenue for your company, but if enough of your customers are taking the time to complain about your pricing they probably won’t be shopping with you again. 

This negative feedback online could also be deterring new customers from shopping with you. We can’t tell you what’s right for your business, but lower prices could mean more return customers as well as more new customers. 

### 2. Effectively managing shipping expectations  
This one might seem a little obvious, but filtering your customer reviews to look at the ones containing terms like shipping and delivery can shed a lot of light on your current shipping practices. For some customers shipping will always need to be as quick as possible, but often the underlying issue here is a breakdown in communication. 

Customer review quick shipping

If you have a large amount of customers writing negative reviews containing these terms, adjusting the shipping policies on your site or putting them in a more prominent location might help ensure that customers have better expectations of when they’ll receive their orders. 

This will lead to a lot less annoyance on their end and fewer negative reviews for you. 

### 3. Identifying website issues 

Having an issue on your site – even if it’s only live for a few hours – can really impact your bottom line if customers are getting frustrated and give up on their purchase. This is especially true during busy periods like the holidays or black friday. And if there are issues, you can rest assured that frustrated customers will likely be talking about it in their reviews. 

We’ve noticed that many successful businesses closely monitor their reviews during these high volume periods so that they can make adjustments in real-time and fix bugs as soon as possible. A [better onsite experience](https://business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website "7 ways to improve customer experience on your website") means happier customers and [higher sales ](https://business.trustpilot.com/reviews/browsers-to-buyers/how-great-sites-convert-visitors-to-customers "How great sites convert visitors to customers")all at once, so identifying and quickly fixing these issues is key. 

### 4. Improving and recognizing your workforce  
Does your business rely on a lot of customer facing sales or service reps? Some review providers make it [easy to add tags](https://business.trustpilot.com/features/review-tagging "Review tagging") to your reviews to automatically track which salesperson or service rep assisted that reviewer.  This can give you unbiased insight into how your different reps are doing. Once you have that insight, it’s easy to level up your workforce. 

If you have employees consistently getting negative reviews, you can schedule training for them to help them improve. And by highlighting employees who consistently receive rave reviews, you can improve their morale or even gamify their performance with a leaderboard for your team, encouraging better performance from everyone.

### 5. Overcoming sizing challenges

This one is very common — and extremely important. With many brands serving multiple countries all with different sizing systems, communicating size conversions is a struggle many clothing brands face. Fortunately, with clearer communication, it can be easy to fix. 


Customer review sizing

If you’re getting a lot of negative reviews that include terms like size and fit, you might want to update the language – and make sure it’s hard to miss – on your site to note that certain products run smaller or larger. 

Including sizing guides can be really helpful as well. Clearer communication around sizing shows customers what to expect, and can improve your customer satisfaction while minimizing returns. 

### 6. Managing third-party support ticket vendors 

Many businesses use third-party vendors for submitting support tickets on their site and this can mean that a big portion of your customer experience is somewhat out of your hands. Outsourcing support is largely a great thing, but having limited control over the support experience can be scary for conscientious brands. 

Monitoring your customer reviews is a great way to easily spot any issues in your support ticketing process. By searching your reviews for terms like ticket and support you can identify how often these issues are occurring and figure out whether it makes sense to keep working with that specific vendor. 

### 7. Putting customer service first 

Customer service is often the biggest thing that customers will either love or hate about a brand. Because of this, it’s extremely important to keep an eye on how your customers feel about yours at all times. 

Reviews make this [incredibly easy](https://business.trustpilot.com/reviews/learn-from-customers/3-ways-reviews-can-help-you-deliver-excellent-customer-service "3 ways reviews can help you deliver excellent customer service"). Not only do they help you get a general idea of how you’re doing, because customer service can elicit such an emotional reaction – whether positive [or negative](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews "How to respond to negative reviews") – reviewers often detail exactly what happened. This helps you know exactly what kinds of experiences your customers are having, and how to improve those experiences in the future. 

## Let Review Insights be your roadmap to better business results

To sum it up, there are a lot of valuable insights hiding in your customer reviews. But for some businesses, monitoring all of these things at once can feel overwhelming. 

Our [Review Insights](https://business.trustpilot.com/features/review-insights "Review Insights") tool can help by doing most of the heavy lifting for you. Instead of digging around for patterns and trends in your reviews, it will automatically uncover problems and [areas of improvement for you](https://business.trustpilot.com/customer-stories/ecommerce/lovebook-reveals-how-review-insights-bring-them-closer-to-their-customers "LoveBook reveals how Review Insights bring them closer to their customers"). It’s constantly working in the background to help you improve your business for your customers and it delivers your insights to you in easily digestible dashboards and reports. 

Ready to get started with Trustpilot? [Creating an account](https://business.trustpilot.com/signup?cta=free-signup_header_home "Create your free account") is free — and our experts are [just a call away](https://business.trustpilot.com/request-demo "Request a demo") if you’d like more information. 

7 Ways reviews can provide actionable consumer insights and better ROI for your business

How COVID-19 hit the travel industry and what to expect in the coming months

The travel industry was one of the hardest hit during this global pandemic. So to better understand the changes observed between 2019 and 2021, as well as what travel could look like in the future, we took a look at consumer activity on Trustpilot.

According to the World Tourism Organization (UNWTO), popular travel destinations welcomed [900 million fewer international tourists](https://www.unwto.org/taxonomy/term/347) between January and October 2020, compared with the same period of 2019. During the same period of time, international arrivals also dropped by over 74%.

This collapse in international travel represents an estimated [loss of USD 1.3 trillion](https://www.unwto.org/taxonomy/term/347) in export revenues – more than 11 times the loss recorded during the 2009 global economic crisis.

There’s no doubt that the travel industry was one of the hardest hit during this global pandemic. To better understand the changes observed between 2019 and 2021, as well as what travel could look like in the next few months, the Trustpilot team took a look at global consumer activity on our platform between January 1st 2019 and March 1st 2021. 

Here are the findings...

## 1. The global state of travel before COVID-19

To start, we’re looking at travel service reviews posted on Trustpilot.com between January 1st 2019 and February 29th 2020. This data should help us get a better understanding of how the travel industry was doing before the pandemic started.

But first, let’s define what a service review really is. 

A travel service review is a review in which a customer describes the quality of their overall experience using the travel brand’s platform, or interacting with a customer service team.

Travel service reviews on Trustpilot.com from January 1st 2019 to February 29th 2020

Service reviews pre pandemic

Travel Service reviews pre pandemic

When looking at global service reviews, it is clear that in 2019, there was a stable number of service reviews collected each month by travel brands.

In fact, the average number of travel service reviews collected each month between January 1st 2019 and February 29th 2020 was 111,792. 

According to the above graphic, the busiest times of year were from July to October 2019 – probably due to summer holidays – and from January to February 2020 – which could be due to people going away on winter vacations. 

The service review data above reveals that the travel industry was operating in a healthy manner in 2019 and the beginning of 2020. However, another type of review which is worth looking into are product reviews. 

In the travel industry, product reviews are reviews in which customers describe the quality of the holiday itself – from the accommodation to the flight, food, or activities.

Travel product reviews on Trustpilot.com from January 1st 2019 to February 29th 2020

Product reviews pre pandemic

Travel Product reviews pre pandemic

It’s worth mentioning that the amount of product reviews left on our platform is lower than the amount of service reviews we receive. So naturally, here, we’re looking at a much lower volume of global product reviews left on Trustpilot.com from January 1st 2019 to February 29th 2020. In fact, during that time frame, the average number of product reviews written each month was 2,583.

We see a significant delta between winter and summer months here, proving that consumers are more likely to leave a travel product review during peak vacation season – which in this instance, is during summer months.

To complete our analysis of 2019 data, we also looked at Trustpilot Business Profile pageviews for travel companies between January 2019 and February 2020.

Travel Business Profile Pageviews on Trustpilot.com between January 1st 2019 and February 29th 2020

Monthly company views pre pandemic

Interestingly, the amount of traffic to Trustpilot travel business profiles tracks the exact same pattern as the global travel service review data shown above. 

The stability observed in the traffic to travel brands’ Trustpilot profile pages, with seasonal peaks in summer and winter months, substantiates our previous conclusion that the travel and tourism industry was running successfully prior to Coronavirus, receiving a healthy amount of service and product reviews, as well as profile pageviews. 

We now know just how well the travel industry was operating prior to the pandemic. This data will help us understand exactly how much the travel industry was affected during the global pandemic of 2020 and 2021.

## 2. The impact of the pandemic on the travel industry


Travel service reviews on Trustpilot.com from March 1st 2020 to March 1st 2021

Service reviews during pandemic

Travel Service reviews during pandemic

When looking at global travel service reviews during the pandemic, it appears that March 2020 was relatively normal, and received a similar amount of service reviews than in March 2019, probably due to most countries not having any real restrictions implemented yet, and the natural delay between the experience and the review.

From April 2020, as travel restrictions started appearing across the world, we observed a significant dip in global travel service reviews left on Trustpilot.com.

Interestingly, travel service reviews spiked again from June to October 2020. This could be interpreted as the end of the first global lockdown, as some countries eased restrictions and people were able to travel internationally again.

However, even though we observed an increase in reviews left in the summer of 2020, the average number of travel service reviews collected during the pandemic (from March 1st 2020 to March 1st 2021) was 67,417 per month – a whopping 39.7% less than the average number of service reviews pre-pandemic!

Travel product reviews on Trustpilot.com from March 1st 2020 to March 1st 2021

Product reviews during pandemic

Travel product reviews during pandemic

Even though travel service reviews notably decreased in 2020, global travel product reviews left on Trustpilot.com were hit hard in 2020. The average number of global travel product reviews left on our platform from March 1st 2020 to March 1st 2021 was 470 per month – 81.8% fewer product reviews than the year before.

One of the reasons behind why product reviews were hit so hard could be that whilst service reviews were still being left from customer service interactions (travel refunds, travel vouchers, etc.) at the beginning of the pandemic, people weren’t experiencing any new travel products such as activities, food, or accommodation.

Here, we also observe a mirrored pattern in the data, as global travel product reviews dipped in the Spring of 2020 and rose again in the Summer – when restrictions eased. 

This data demonstrates that most people probably stopped travelling because of government measures and restrictions, rather than fear of the virus – an encouraging sign for the future of travel.


Travel Business Profile Pageviews on Trustpilot.com between March 1st 2019 and March 1st 2021

Monthly company views during pandemic

Finally, we looked at the amount of traffic to Trustpilot travel business profiles during the global pandemic. 

Surprisingly, the pattern here is very different to what we observed with our service and product review data from March 1st 2020 to March 1st 2021. 

Here, we can clearly see that the traffic to travel business profile pages on Trustpilot.com was comparable to the data observed in 2019, pre-pandemic. This could be because people were still dealing with refunds, rebookings, travel vouchers and more, in the first half of 2020.  

After the summer months, it is apparent that traffic dropped severely, possibly due to less demand in those services.

The Trustpilot travel review data clearly indicates that the travel industry was given a very turbulent year. However, there are some signs that suggest recovery will be strong once government restrictions are lifted globally.

To get a better understanding of what the future of travel could be like in a post-pandemic world, we take a look at current travel trends in our third and final section, and discuss what travel businesses can expect in the coming months and years.

## 3. The future of travel and tourism in a post-COVID-19 world

As our data suggests, the COVID-19 pandemic has had a large impact on the global travel industry, and even if we hope recovery will be strong, it is possible that travel will not look the same for the foreseeable future.

As we slowly dip our toes back in, we anticipate some worldwide shifts with people being more inclined to travel responsibly, and to really consider their destination before booking a trip.

In 2021 and beyond, travelers will most likely [seek quality over quantity](https://www.nationalgeographic.com/travel/article/heres-how-covid-is-changing-travel-according-to-the-experts), and put more thought into their bucket lists. Whether people take less trips or travel to smaller communities to support local businesses and form human connections, there’s no doubt that more planning will go into each trip. Chances are that eco and wellness tourism might also be on the rise. 

As most countries continue to distribute the vaccines, there’s also talk of a “[global vaccination passport](https://news.cgtn.com/news/2021-03-18/Are-vaccine-passports-the-next-turning-point--YIXmh0bnBC/index.html)” – a certificate identifying those who have been vaccinated, and allowing for easier travel to participating countries.

One of the other big trends that has started to emerge is [the importance of familiarity to a destination](https://www.euronews.com/travel/2021/01/13/what-will-travel-look-like-in-a-post-covid-world). During the summer of 2020, people stayed closed to home, with 9 out of 10 Europeans choosing a continental destination for their summer holiday. Experts believe that escapism – but close to home – could define the future of travel in 2021 and beyond. 

For many, this may mean [road trips are the only feasible option](https://www.nationalgeographic.com/travel/article/heres-how-covid-is-changing-travel-according-to-the-experts). And with staycations continuing to rise, travelers are more likely to be driving across their own country, or may even choose to travel by car rather than by plane when crossing international borders.

No matter what kind of holidays people opt for, traveling smarter will play a huge role in the future of tourism, and given the lingering worldwide uncertainty, booking at the last minute could become the new norm. 

In the last year, many travelers have seen flight cancellations, trips left in ruins and refunds taking longer than usual. When looking to book future trips, consumers will be looking for businesses they can trust and rely on in case of an emergency. That’s why capturing and showcasing customer reviews should still be a priority for all travel companies.

Reviews will continue to play a critical role in how travel brands boost their reputations and drive business success. But many travel businesses are still missing the larger opportunity. 

Reviews are not just something to monitor and manage. In order to succeed and thrive following the COVID pandemic, travel brands will need to think more strategically about the role review data can play in helping them achieve their business goals. Travel businesses who do not seize this opportunity could risk getting left behind.

There's no doubt that trust and third-party validation can help travel businesses secure a trusted and transparent future in a post-pandemic world.

If you'd like to give it a go, why not set up a free Trustpilot account today? It's quick and easy, just click the link below.


Trustpilot Consumer Insights: How COVID-19 hit the travel industry and what to expect in the coming months

The Trustpilot Business Blog has all you need to learn why collecting and displaying customer reviews improves conversions and sales, boosts SEO, and builds a glowing online reputation for your business.

Trustpilot Business Blog: Get the Most out of your Reviews

Reviews

Personalised emails to boost sales in q4

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

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

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

In this article, we'll cover:

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

Sounds interesting? Let's dive in.


## Why personalised content is the answer

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

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

Enter personalisation.

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

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

Amazon personalised emails

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

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

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

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

## How to master the art of personalised email campaigns

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

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

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

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

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

__Example #1: Increase in click-through rate__


product rec data.png 2086×374 (1)

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

__Example #2: Increase in revenue__

download (26)

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

## The secret to increasing sales through sending personalised emails

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

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

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

### Personalised Email #1: Category browse campaign

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

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

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

__Campaign Best Practices:__

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

__Subject Line Examples:__

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

__Average open rate: 42%__

__Average CTR: 27%__


Personalised email number 1

### Personalised Email #2: Product browse campaign

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

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

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

__Campaign Best Practices__:

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

__Subject Line Examples:__

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

__Average open rate: 52%__

__Average CTR: 26%__

personalised email number 2

### Personalised Email #3: Homepage abandonment campaign

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

__Display product recommendations containing__: Site-wide top sellers.

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

__Campaign Best Practices:__

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

__Subject Line Examples: __

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

__Average open rate: 22%__

__Average CTR: 16%__

personalised email number 3

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

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

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

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

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


3 Personalised email campaigns to increase conversions in December

Propel your store forward this christmas

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

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

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

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

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

## 1. Add customer reviews

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

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

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

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

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


Dusk.com product and service reviews

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

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

## 2. Implement a strong content marketing campaign 

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

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

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

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

Why is this? What makes content marketing so effective? 

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

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

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


Coggles website content marketing

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

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

Here are some tips for your next content marketing campaign: 

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

## 3. Work on your customer service

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

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

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

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

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

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

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

responses to reviews TP data

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

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

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

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

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

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

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

## 4. Strengthen your brand’s aesthetic

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

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

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

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

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

Bliss home page

Bliss visual identity example

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

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

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

### Conclusion

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

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

Read Trustpilot's 2020 Holiday Readiness Guide

4 Ways to propel your eCommerce store forward this holiday season

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

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

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

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

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

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

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

Let's dig in!

## Get the right mindset

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

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

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

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

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

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

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

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

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

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

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

### 1. Third-party social proof

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

Let’s look at a few examples.

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

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

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

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

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

jordan-nike

jordan-spike lee-nike

lebron-nike

taylor-coke

britney-spears-pepsi

beyonce-britney-pink--pepsi

Jeff Goldblum restaurant owner

Clooney 

More examples:

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

### 2. Data-driven social proof

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

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

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

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

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

DHL data social proof

ups data social proof

### 3. Customer-generated social proof

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

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

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

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

## Understand all benefits associated with social proof

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

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

### 4. Boosting SEO

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

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


An example of Review Snippets for Product Reviews

rich snippets product reviews 

review snippets product reviews 

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

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

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

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

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


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

### 5. Business feels alive

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

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

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

### 6. Best kind of market research

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

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

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

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

## Putting everything together

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

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

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

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

Let’s make sure you won’t.

__A. Pick the right moment__

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

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

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

__B. Start with your repeat customers__

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

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

“Dear {name goes here},

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

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

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

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

__C. Make it exceptionally easy__

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

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

__D. Shamelessly milk moments of customer success__

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

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

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

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

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

__E. Be thankful towards your customers__

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

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

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

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

__F. Always use prompts and leading questions__

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

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

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

__G. Aim for the sweet spot__

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

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

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

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

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

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

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

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

__H. Look out for fake reviews__

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

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

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

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

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

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

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

### 8. Get the most out of it

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

__A. Display it wisely__

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

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

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

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

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

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

__C. Respond to everyone__

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

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

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

How?

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

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

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

## Conclusion

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

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

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

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

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

### Author Bio

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

### Feeling inspired? 

__Share this article and infographic with your colleagues!__

9 ways to use reviews to smash all sales records

50 Shades of Consumer

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

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

Boost SEO with trustpilot product reviews

Trustpilot’s easy to use Product Reviews SEO TrustBox widgets can push you to the top of organic search results and help you get Rich Snippet stars in just days, with a simple copy and paste of code. Here's how to get started.

No waiting around for months. No complex coding. The best solutions are often the simplest solutions.

The benefits of Product Reviews are just a few clicks away. Copying and pasting a code onto your site has never been this easy before.

## So, how does the Product Review TrustBox work?


Product review trustbox example

The first step to improve your SEO performance with Product Reviews is to add your Product Reviews TrustBox's schema markup (a simple code) to the applicable product page(s) of your website.

You can find out more about implementing the code [here](https://support.trustpilot.com/hc/en-us/articles/231993108-Get-review-snippets-using-product-review-TrustBoxes-).

From there, your Product Reviews will be indexed directly on your product pages, and displayed in the Product TrustBox. Within the next 30 days, Google should start noticing the fresh content on your site and begin indexing it. The high frequency of keyword-rich content in your Product Reviews will show Google that you are an authoritative website. 

Google loves fresh, relevant content like this. [That's why your product reviews can help:](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo):

- Boost your overall SEO performance
- Generate Review Snippets for your products in Google search
- Increase your keyword reach
- Increase your visibility and help you stand out from your competitors.

Islandsurf.com's product pages show up as rich snippet results in organic search

## The benefits of collecting Product Reviews


Royal mail product reviews trustbox

But for all of this to work, you'll need to start collecting Product Reviews. 

It’s simple to start using them alongside your service reviews. [Product reviews can help you](https://business.trustpilot.com/guides-reports/get-seen-in-search/how-to-use-seo-to-build-your-ecommerce-reputation):

- Create social proof to [increase conversions](https://uk.business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230) 
- Learn what customers truly think of your products
- Make customer-centric improvements to your products
- Add trust signals at key points of the buying journey.

## I already have my own product reviews – what can I do to boost my SEO performance?

If you're collecting your own Product Reviews, or collecting them via another review platform, you can [import your existing Product Reviews](https://support.trustpilot.com/hc/en-us/articles/215107148-Import-third-party-product-reviews-to-Trustpilot) to Trustpilot. 

The Product Reviews TrustBox will display your old Product Reviews as well as your new ones, collected using Trustpilot. You can gain SEO benefits and Review Snippets from both. 


Product review TrustBox on-site

So if you aren’t seeing any SEO benefits from your current review platform, you might want to look into [the importance of collecting reviews via a Google Review partner](https://business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software).

If you'd like to find out more about transferring to Trustpilot to boost your SEO performance, or starting your Product Review collection on our platform, you can [request a free demo here](https://business.trustpilot.com/request-demo).

Alternatively, if you'd like to try our platform for free before you speak to any of our review experts, why not sign up for a free Trustpilot account below? It's quick and easy.

How to boost your SEO with Trustpilot's Product Review TrustBox

How to calculate Google Seller Ratings effect on Adwords CTR

How to calculate Google Seller Ratings effect on Google ads CTR

Google Seller Ratings can dramatically improve the ROI of your paid search campaigns by boosting CTR and lowering CPA. This article will show you how to calculate, track, and visualize how your ads perform with GSRs.

But how can you calculate the value of Google Seller Ratings?

The Google extension __can [boost your text ads’ click-through rate](https://instapage.com/blog/google-seller-ratings) by up to 10%__, which can make a big difference to any company battling with their competitors on Google ads.

For an optimized Google Ads campaign running with a decent budget, just increasing the CTR by 1% can generate a lot of money in additional revenue, and can also lead to significant savings when Google’s bill comes around.

In this article, Søren Sieg Jensen, Partner and CTO at Cykelpartner, will explain how to calculate the effect of Google Seller Ratings on Gooogle ads click-through rates. Additionally, f you'd like to learn more about how Cykelpartner used Trustpilot to reduce their CPA in Google ads, [check out their success story here.](https://business.trustpilot.com/customer-stories/health-sport/cykelpartner-reduces-google-ads-cpa-by-11-percent-with-trustpilot-reviews)

## So, what are Google Seller Ratings?

Google Seller Ratings (GSRs) is an automated Google Ads extension that was created to demonstrate that other people trust your business and have had a positive experience with you. It’s an essential component to any business that values an online search presence and has been known to improve performance.

Trustpilot for Google Seller Ratings

Google Seller Ratings Example 

Google Seller Ratings are displayed in text ads in Google ads, Search Network campaigns, and on Shopping Ads in Google Shopping.

[Find out more about Google Seller Ratings here](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

## How effective can Google Seller Ratings be for your company?

A 10% increase in CTR is quite the increase, so the question is: can you achieve a whopping 10% CTR increase too? And how can you track it? What results can you expect to get?

We worked with Søren from Danish Cykelpartner.dk to calculate and track the impact of GSRs on Google ads.

In this practical how-to-guide, we'll show you how to calculate the impact of Google Seller Ratings on your Google ads' performance.

### 1. Ensure you have Google Seller Ratings

If you acquire Google Seller Ratings, reviews will show when you insert your domain address (no www.) below:

https://www.google.com/shopping/seller?q=YOURDOMAIN.COM .

Please note: This page will be blank until you qualify for Seller Ratings.

If you're unsure how to acquire Seller Ratings, [you might find this article helpful](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100).

### 2. Select a campaign in Google ads

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