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Guides and Reports

The complete guide to marketing with customer reviews: 2021 update

Trustpilot's complete guide to reviews

Marketing with customer reviews is a surefire way to build trust in your brand, and turn that into measurable ROI through increased web traffic and sales. In this practical guide, we'll show you 15 ways you can improve your marketing strategy with reviews.

I rely on reviews. You rely on reviews. 

We all rely on reviews. 

In fact, [consumer behavior](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry) has evolved such that shoppers the world over are relying on reviews from their fellow customers to find the most up-to-date and accurate information about businesses in their local communities and beyond. 

So, if you’re wondering whether you could be doing more with customer reviews, know this: reviews can provide your business with so much more than feedback on your products and services. 

They're also a powerful marketing engine in their own right. Customer reviews are a way to build trust in your brand, and turn that brand trust into measurable ROI through increased web traffic, sales, and revenue. 

In this practical guide, we’ll show you exactly how to turn your customer reviews into better business results by putting them to work throughout your entire marketing strategy. 

And on the off chance you’re totally new to the world of reviews, we’ll start with a quick overview of their many benefits, and how they work together to propel business growth. 

## Why every business needs customer reviews and testimonials

We’ll keep this brief — the virtuous cycle of collecting reviews goes something like this: 

### 1. Build trust in your brand by collecting and responding to reviews.

Reviews are an opportunity for anyone familiar with your brand to publicly share what they love about your products, services, and [customer experience](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business). So, having reviews publicly available conveys to potential customers that you’re safe to do business with.

Once you have some reviews about your business, you can:

### 2. Attract new customers by using reviews, ratings, and testimonials throughout your marketing strategy. 

Showing off your customer reviews is how you turn your hard-earned brand trust into measurable ROI. 

Whether you dream of becoming the search result they actually click, driving more traffic with your emails and ad creative, or converting more browsers into buyers on your site — [social proof](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) like reviews, star ratings, and testimonials can help with that. 

To meet the expectations of all the new customers you’ll attract from showing off your reviews, you’ll need to: 

### 3. Tap into the goldmine of fresh consumer insights within your reviews.    

You’ve built a trusted brand. You’ve attracted more customers than ever before by exuding trustworthiness in all of your marketing. Now you need to understand what all of your new customers thought about their experience with your brand. 

Reviews act like a window into the minds of your customers, allowing you to discover exactly what they want — and deliver it — so you can build customer loyalty, get even more customer feedback, and continue using that feedback to attract new customers.

Sounds good, right? It all begins with [getting reviews](https://business.trustpilot.com/features/get-reviews) for your business so you can start showing off the trust in your brand. 

This is especially easy for businesses built on major eCommerce platforms to get up and running thanks to Trustpilot’s native integrations for [Shopify](https://business.trustpilot.com/partners/shopify-plus), [BigCommerce](https://business.trustpilot.com/partners/bigcommerce), [WooCommerce](https://business.trustpilot.com/partners/woocommerce), [Magento](https://business.trustpilot.com/partners/magento-commerce), [PrestaShop](https://business.trustpilot.com/partners/prestashop), [Shopware](https://business.trustpilot.com/partners/shopware), and [OpenCart](https://business.trustpilot.com/partners/opencart). 


complete-guide-to-reviews-img1

Trustpilot reviews displayed on a phone

## 15 Ways to use customer reviews in your marketing strategy

Once you’ve collected some reviews about your business, you can start showcasing the voice of the customer throughout your marketing strategy to increase organic traffic, dial up your paid digital campaign performance, and ultimately win more customers. 

## Improving organic SEO with customer reviews

With [91.5% of organic traffic](https://www.searchenginejournal.com/seo-101/seo-statistics/) going to sites listed on the first page of search engine results, we can’t overstate how important your organic search ranking is when it comes to attracting new customers. 

__With that in mind, here are five ways you can use customer reviews to improve your organic search rankings.__

### 1. Build strong off-page SEO by collecting reviews on a third-party platform. 

Off-page SEO describes any actions you take to build up a digital footprint outside of your actual website — whether it’s building credible backlinks to your pages, staying active on social media platforms, or even creating a profile on a [third-party review platform](https://thenextweb.com/contributors/2018/02/26/can-independent-review-platforms-make-google-love-site/) like Trustpilot. 


Off page SEO

off-page SEO diagram

Even though search engine algorithms are always evolving, the experts at [Moz](https://moz.com/learn/seo/off-site-seo) suspect that off-page SEO considerations like relevance, trustworthiness, and authority carry more than 50% of the ranking factor weight. 

Fortunately, building up your online presence with third-party reviews can help your business tick all three of those boxes. 

### 2. Drive more referral traffic from your Trustpilot business profile. 

On top of the off-page SEO benefits for your actual website, creating a profile on Trustpilot can also lead to a huge spike in referral traffic. 

That’s because when someone searches for reviews of a brand, they’re likely to find that brand’s Trustpilot [business profile page](https://support.trustpilot.com/hc/en-us/articles/360013930439-Introduction-to-your-company-profile-page) at the top of the search results. Why, you ask? 

We don’t mean to brag, but Trustpilot’s [domain authority](https://moz.com/learn/seo/domain-authority) is strong. So, the more reviews you collect — and the more you [enrich the content](https://support.trustpilot.com/hc/en-us/articles/202616716-Customize-your-company-profile) on your business profile page — the easier it will be for search engines to associate your brand with ours, and show your presence on Trustpilot right at the top of search results.

This could be your competitive advantage since referral traffic is so often overlooked — even though it’s a free source of qualified leads, and can even [improve your organic search performance](https://moz.com/blog/organic-traffic-without-ranking). 


Learn how TaxSlayer used their enriched business profile page to generate a 500% increase in referral traffic to their site.

### 3. Get more organic traffic by displaying customer reviews on your website.

Featuring customer reviews on key landing pages is easy to pull off with review widgets, and this small addition to your website can improve how often your pages show up in organic search results. 

That’s because reviews are a form of user-generated content, and UGC is SEO gold:

- __Reviews increase the amount of text on each page.__ This extra text makes your page more valuable in the eyes of Google because you’re offering them more context for what the page is really about — and whether it should surface for the user’s search query. 
- __The ratings associated with your reviews help Google understand the quality of your products and services.__ At the end of the day, Google wants to show the most reputable search results in hopes of delivering the best experience to their users. 
- __Review text adds fresh content to pages that might not otherwise get frequent updates.__ This tells Google that the information about your business is recent and up-to-date, and is therefore worth surfacing for the user’s search query.  

These elements work together to [help Google understand your website](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019). Over time this can lead search engines to show your pages in search results more frequently, and drive larger volumes of high quality traffic to your site.


reviews are great for SEO because they provide fresh content and long tail keywords, both of which Google loves

complete-guide-to-reviews-img4

Google search on a laptop

### 4. Earn review snippets in organic search with product reviews. 

When marketers think about star ratings in search results, paid listings usually come to mind — and we’ll get there in the next section. But most marketers don’t realize they can also earn star ratings on their organic search listings and appeal to those savvy shoppers who might be [less inclined to click-through an ad](https://business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising). 

As it turns out, collecting [Product Reviews](https://business.trustpilot.com/features/product-reviews) can help you qualify for [review snippets](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo) in organic search.  

And those shiny gold stars on your listings can help attract more attention to your product pages, and even improve your click-through rates by up to 35% in organic search. 

Not bad!

It’s not hard to do — our range of [eCommerce integrations](https://business.trustpilot.com/partners/type/apps) allow you to make your Product Review data discoverable to search engines in just a few clicks that add some simple code (aka schema markup) to your product pages. This allows search engines to easily get a sense of your products’ overall ratings, and determine whether you meet their requirements for displaying review snippets. 

If your review stats meet [Google’s requirements](https://developers.google.com/search/docs/data-types/review-snippet), your product pages could appear with performance-enhancing review snippets in the SERPs. 


According to Conversion XL, review stars in search engine results can improve CTR by as much as 35%.

complete-guide-to-reviews-img5

According to ConversionXL, review snippets can improve click-through rate by as much as 35% in organic search

### 5. Rank for long tail search queries with product reviews.

Collecting product reviews can also amp up the SEO power on each of your product pages, and help you rank for a broader range of relevant keywords. 

It’s pretty straightforward. Allowing customers to leave reviews about your individual products — and putting them front and center on your product pages — can improve your site’s visibility for [long tail search queries](https://yoast.com/focus-on-long-tail-keywords/#:~:text=Focusing%20on%20long%2Dtail%20keywords,as%20they%20are%20more%20specific.), with no copywriting effort on your part.

Try as you might, thinking of every possible descriptor, use case, or problem your product solves can be difficult to say the least. Thankfully, product reviews let your customers become the copywriters, enabling them to share their own unique experiences with your products. 

The icing on the cake is that all this happens automatically — no extra copywriting or content creation for you.

## Enhancing paid digital campaign performance with customer reviews

Today’s consumers have seen it all — and many of them don’t want to see ads or slick marketing messages anymore. In fact, more than [75% of consumers](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits/) regularly use an adblocker.

To make matters even more challenging for digital marketers, research shows [fewer than 3 in 10 consumers](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) report a solid level of trust towards digital advertising channels.  

__Fortunately, customer reviews and star ratings can enhance your digital campaign performance on the channels that have the [biggest influence](https://business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising) on consumer’s purchasing decisions.__

### 6. Qualify for Google Seller Ratings to improve Google Ads performance.

A close relative of review snippets in organic search, [Google Seller Ratings](https://business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) are a one-stop-shop for:

- Adding a healthy dose of social proof to your paid search listings.
- Making your business stand out from the competition.
- And increasing click-through rate on your Google Ads campaigns.

A higher click-through rate often leads to increased sales, and will usually improve your [Quality Score](https://support.google.com/google-ads/answer/140351?hl=en) — meaning you’ll get traffic at a lower cost per click. This in turn gives you a lower cost per acquisition, and frees up more budget for the rest of your business.

Just keep in mind that whether Google Seller Ratings display on your paid search listings is up to Google’s discretion in line with their [latest guidelines](https://support.google.com/google-ads/answer/2375474?hl=en) — which tend to stipulate that a business must have a certain number of reviews and a certain aggregate rating before those shiny gold stars will appear below your [Google Ads](https://business.trustpilot.com/reviews/browsers-to-buyers/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

Once you do earn them though, your [Google Seller Ratings](https://business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) will appear in Google search results, Google Shopping listings, and even on Google search partners’ listings. 

So if you ask us, it’s worth setting yourself up to qualify for them.

### 7. Enhance your retargeting campaigns with customer testimonials, reviews, and ratings.

[Retargeting campaigns](https://blog.alexa.com/retargeting-vs-remarketing/) can straddle a range of platforms using paid ads to re-engage potential customers who have visited your website or social media profiles. 

No matter which platform you’re using to run a retargeting campaign, you can see a [performance improvement](https://business.trustpilot.com/customer-stories/finance-insurance/why-taxslayer-chose-trustpilot-to-leverage-customer-feedback) if you include your reviews and ratings in the ad creative. This can look like:

- Quoting an individual customer review.
- Using your overall rating in your ad creative.
- Showing off how many customers have rated you highly.

The best part? Highlighting your reviews in ad creative can be done without design skills (or even an in-house designer) with some help from Trustpilot’s social media [Image Generator](https://business.trustpilot.com/features/social-media-tools).

With retargeting, you’re putting ads in front of people who have some existing relationship with your business. The extra social proof you add to your retargeting creative might be the deciding factor that nudges customers to purchase from you.


Learn more about Trustpilot's social media tools. 

## Getting more from your email marketing with the voice of the customer 

Though it’s a tough number to pin down, email marketing experts estimate that the average person sends and receives [126 business emails per day](https://www.campaignmonitor.com/resources/knowledge-base/how-many-emails-does-the-average-person-receive-per-day/). That’s a whole lot of emails.

It’s easy to see why the average open rate for emails is about [22%](https://mailchimp.com/resources/email-marketing-benchmarks/) — and why it can be so challenging to cut through the noise with email marketing.

__Here are four ways you can let the voice of the customer do it for you.__

### 8. Boost email click-through rates by adding customer reviews and testimonials.

Every improvement in email click-through rate is going to drive more qualified traffic to your website and increase the odds of a conversion. So you might be interested to know that customer reviews can improve the click-through rate in all of your [marketing emails](https://business.trustpilot.com/reviews/browsers-to-buyers/4-email-marketing-strategies-to-unlock-black-friday-sales-volume-throughout).

Unlike channels with strict word counts and requirements for visual creative, with email you’re free to be creative with how you show off your reviews. You can even use them as the entire basis for different types of email content and CTAs. 

Whether you’re drafting a monthly newsletter, a seasonal product promotion, or a dynamic remarketing campaign – [highlighting a customer review](https://business.trustpilot.com/reviews/inside-trustpilot/social-proof-in-email-marketing-is-easier-than-ever-with-trustpilots-klaviyo) that’s directly related to your offer puts the social proof your customers crave right on a silver platter, and [increases the odds](https://www.campaignmonitor.com/blog/email-marketing/2019/06/improve-your-ctr-using-social-proof/#:~:text=4.,a%2037.5%25%20increase%20in%20conversions.) that they’ll click-through to your landing page, and ultimately convert. 

And with [82% of shoppers](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) reporting that ratings and reviews in email marketing can make them more likely to purchase, that’s pretty promising.  

### 9. Let customer reviews do the talking in your welcome campaigns.

Welcome campaigns are your first opportunity to build a direct relationship with a future customer. Most of your email signups probably haven’t made a purchase yet, and they could even be brand new to your business.

This is your opportunity to convince them you’re a brand they can feel comfortable buying from — and it’s the perfect time to let your satisfied customers do the talking. 

Think of your reviews as a dynamic database of nuanced marketing content to make your campaigns as compelling as possible to your email audience segment. 

When you’re in the early stages of building a relationship with your future customers, it’s a good idea to: 

- Include a relevant customer review in each email, whether it’s about a specific product or your customer experience in general. 
- Feature your top-rated products and services based on your reviews. 
- Show off your brand’s personality by curating some surprising or funny customer reviews. 

This is just a sampling of the creative ways you can make a first impression through your customer reviews and generate warm responses to your email campaigns. 

### 10. Show off your trustworthiness in the email header, footer, and subject line.

Every email you send should include some proof of your trustworthiness. One easy way to achieve this is by including your star rating to your email template’s header, or adding a customer testimonial in the footer. 

With email [open rates](https://mailchimp.com/help/about-open-and-click-rates/) hovering around a modest 22%, it’s also in your best interest to lead with social proof right in the subject line. Here are some sample ideas to get you started:

*- "Our top reviewed products this month."*
*- "Thank you for making us a 5 star company."*
*- "5 ways we’ve used your reviews to improve our customer service."*
*- "Meet Sue, our top customer service rep."*
*- “We thought our teapots were great, your feedback has made them even better!”*
*- “The products you love.”*


Complete Guide to Reviews Quote Jillian Lore

Trustpilot logo Round Star BlueBG 420x420

Digital Marketing Specialist, Rush49

### 11. Abandoned cart emails are more effective with customer reviews.

No matter how watertight your online shopping journey is, abandoned carts are bound to happen. 

According to the experts at [Klaviyo](https://www.klaviyo.com/blog/whats-is-abandoned-shopping-cart-email), the average cart abandonment rate is about 70% on desktop and a whopping 85% on mobile — so it’s not surprising that abandoned cart email flows have become so popular. 

Many retailers rely on special offers and promotions in these email campaigns to lure would-be customers back to their website, but adding a testimonial, review, or rating can be more than enough to bring them back without compromising your precious margins.  

So if you’re putting together an abandoned cart email flow, consider including a few reviews about your customer experience or best-selling products to reassure any hesitant shoppers out there that your business is not only safe to buy from — but that there’s plenty to love about your brand.

No matter what type of email campaign you’re running, it’s easy to feature Trustpilot reviews with our integrations for major email providers like [Klaviyo](https://business.trustpilot.com/partners/klaviyo), [Fresh Relevance](https://business.trustpilot.com/partners/fresh-relevance), and [Movable Ink](https://business.trustpilot.com/partners/movable-ink). 


Adding reviews to your cart abandonment email campaigns can boost CTR by up to 220%

complete-guide-to-reviews-img7

NewYorkDress saw a 220% increase in CTR after adding reviews to their cart abandonment emails

## Improving website conversion rates by putting customer reviews front and center

Today, [89%](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of consumers check online reviews throughout the online shopping journey. So, by the time a potential customer lands on your website, chances are they’ve already formed a first impression about your brand. 

If you want to make sure that first impression leads to a conversion, it’s a good idea to provide all the reassurance they need to click “BUY” right on your website. 

__Here are four ways to [improve your conversion rate](https://business.trustpilot.com/reviews/browsers-to-buyers/what-is-conversion-rate-optimisation) with customer reviews on your website.__

### 12. Use reviews to make a stellar first impression on your homepage. 

When you improve the trustworthiness of your marketing campaigns, you’re likely to drive a lot more qualified traffic to your website. If your goal is turning more site browsers into buyers, your website should be just as trustworthy as the marketing materials that led them there. 

When it comes to website optimization, the homepage is often overlooked in favor of product pages and the checkout page — and that’s a missed opportunity.

Even if the majority of your site visitors arrive via a specific landing page, there’s a good chance they’ll still want to check out your homepage, especially if they’re unfamiliar with your brand. 

With this in mind, try to highlight customer reviews as much as possible on your homepage. You could:

- Showcase the quality and quantity of your reviews — for example, *“We received 2,365 reviews this year, and 95% of customers gave us a 5/5”.*
- Feature 3-5 recent reviews to show off what your others love about your customer experience.
- Round up your most reviewed or highly rated products and services — for example, *“Here are some products our customers gave 5 stars”.*

Remember, your homepage is where site visitors turn to find [trust signals and other social proof](https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) for your brand — so don’t miss this opportunity to easily build trust with curious customers by showing off a highlight reel or some summary statistics about your customer reviews. 


complete-guide-to-reviews-img9

ThirftBooks have embedded customer reviews throughout the customer journey

### 13. Add review widgets to product pages to make the buying decision easy.

We’ve already established that product reviews are an SEO secret weapon — but they can also make [conversions skyrocket on your product pages](https://uk.business.trustpilot.com/customer-stories/get-seen-in-search/ann-summers-uses-product-reviews-to-increase-sales-up-to-230). 

According to the experts at [Shopify](https://www.shopify.com/blog/15359677-why-online-store-owners-should-embrace-online-reviews), 79% of online shoppers trust information shared in product reviews as much as a personal recommendation. And other studies have revealed that [product reviews are 12x more trusted](https://econsultancy.com/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/) than manufacturer or product descriptions. 

In short, [showing relevant reviews](https://business.trustpilot.com/features/trustbox-widgets) on product pages makes the buying decision easier for hesitant shoppers. 

That said, not all reviews carry the same weight. 

Research shows that shoppers want to see real product images from other customers (aka [user-generated content](https://business.trustpilot.com/features/product-reviews)) when they look at product reviews:

- Millennials trust user-generated content [50% more](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/) than traditional media and think it’s 20% more influential on their purchasing decisions.
- Consumers are [3x more likely](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/) to perceive user-generated content as authentic compared to content created by a brand.

So if your goal is to increase conversions on your product pages, make sure your product review provider gives customers an opportunity to share their own photos.

If you display these on your product pages, your conversion rate is sure to thank you. 

### 14. Add star ratings to the site header and footer to make every single page more trustworthy. 

Depending on what they searched to find your business, customers can land on almost any page on your site from the SERPs. With this in mind, every page is an opportunity to convince them to make the critical decision to purchase.

The easiest way to make sure your trustworthiness comes across loud and clear — no matter where visitors land on your site — is to add your star rating to your header or footer.

It’s a small change that can make a big difference.

### 15.  Reduce your exit rate by highlighting reviews and ratings on exit pages. 

Every journey has a start point and an end point — and if that end point isn’t the order confirmation page, you should take every opportunity to increase your conversion rate.

First, identify any pages with high exit rates by checking out your [exit page performance](https://www.paperstreet.com/blog/how-to-use-google-analytics-to-identify-exit-pages-and-improve-them/) in Google Analytics and noting which ones have high traffic and a high exit percentage. 

With exit pages, it’s worth taking the time to look at the actual page and see if you can spot a problem:

- Are there enough calls to action on those pages to keep people on the website?
- Is the page a dead end on the website?
- And of course, are there any customer review sentiments that might help keep people on this page?

Once you’ve ruled out other potential issues, it’s worth exploring any opportunity to show off relevant reviews on your exit pages — and Trustpilot’s [Review Tagging](https://business.trustpilot.com/features/review-tagging) feature makes this easy.

Here’s an example.

If your Delivery and Returns page has a high exit rate, you might start tagging reviews that mention delivery or returns so you can easily filter reviews by those keywords. This should make it easy to find a testimonial or two that sings your praises about delivery and returns — so you can feature them on your Delivery and Returns page. 

This tiny consideration could lead to a meaningful drop in your exit rate, and more conversions down the line. 

## Grow your business by amplifying the voice of the customer

If you made it this far, it should be clear that there’s an infinite number of creative ways you can integrate reviews into your marketing strategy to attract more customers — and make sure they actually convert. 

As we laid out at the beginning of this guide — customer reviews are all you need to kickstart a sustainable cycle of business growth. 

1. __Build trust in your brand__ by collecting and responding to reviews.
2. __Attract new customers__ by adding reviews to your marketing campaigns and across your website’s shopping journey. 
3. __Tap into the goldmine of fresh consumer insights__ within your steady stream of new customer reviews.

And then the cycle repeats, all because you put your customers at the heart of your marketing strategy. 

And if you really want to make the most of your customer reviews in your marketing strategy, focus on growing your [review collection](https://business.trustpilot.com/features/review-invitations) until your [social proof reaches critical mass](https://business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews). This makes it easier to highlight your reviews across your marketing channels, and eventually tailor your review curation to campaigns and product promotions.

So, the next time you approach a marketing campaign or a business challenge — whether it’s online or [offline](https://business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising) — ask yourself if customer reviews could be used to boost performance results.

You heard it here first: the answer is yes. 


Speak to one of our review experts today. 

The complete guide to marketing with customer reviews

Trustpilot Consumer Insights: 2020 Holiday Readiness Guide, featuring 8 tips to help your customers buy with confidence in peak shopping season

2020 Holiday Report

Trustpilot Consumer Insights: 2020 Holiday Readiness Playbook

This holiday season is poised to mean more than ever to consumers, so we used Trustpilot consumer insights to create 8 tips to help your customers buy with confidence this holiday season.

Suffice to say that COVID-19 and the resulting global recession, disrupted supply chains, and mass uncertainty have had a lasting effect on [consumer behavior](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry), with some industries seeing unprecedented sales as the world sought to entertain themselves with new hobbies during lockdown — and others finding themselves more [prone to fraud](https://business.trustpilot.com/guides-reports/build-trusted-brand/2020-consumer-report-combating-misinformation-in-the-health-beauty-sector), disappointing customers who had less to spend in the first place.

According to the consumer sector experts at [McKinsey](https://www.mckinsey.com/industries/retail/our-insights/the-consumer-sector-in-2020-and-beyond), two pandemic-fueled consumer behavior trends are here to stay. The first is that in the face of widespread economic uncertainty, shoppers are more focused than ever on the perceived value of their purchases — a measure which tends to skyrocket when [the brand in question is trusted](https://www.inc.com/young-entrepreneur-council/how-to-increase-sales-by-building-brand-equity-shaping-brand-perception.html). The second is the obvious shift to making purchases almost exclusively online.

Some consumers are doubling down on loyalty while shopping online, purchasing only from [brands they already trust](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-brand-strategy-its-time-to-go-electric). But some are taking chances on new brands and products now that their options have multiplied, in many ways leveling out the playing field and creating more opportunity for lesser known brands and businesses.

Either way, this holiday season is a huge opportunity for businesses of all shapes and sizes: consumers have shifted so much of their spend to online channels that eCommerce shopping levels have been tracking well above peak holiday shopping levels, and compared to predictions from the [2020 Adobe Digital Economy Index](https://www.adobe.com/content/dam/www/us/en/experience-cloud/digital-insights/pdfs/adobe_analytics-digital-economy-index-2020.pdf) for the period of March to June 2020, an extra $77 billion dollars have been spent online.

Image courtesy of the Adobe Digital Economy Index

Online Retail Spend Actual vs Expected via Adobe Digital Economy Index

Online Retail Spend Actual vs Expected Adobe Analytics

Whether consumers are tightening their purse strings or trying to forget the last six months by immersing themselves in holiday cheer, it’s safe to say that shoppers’ expectations will be higher, and businesses will be under the microscope.

And with recent action around the [Black Lives Matter movement](https://www.nytimes.com/2020/05/31/business/media/companies-marketing-black-lives-matter-george-floyd.html) placing an even stronger emphasis on corporate social responsibility and belief-driven buying (particularly in big gifting categories like fashion retail and health and beauty) this is the year to make sure your brand is trusted leading up to the winter holidays — and always.

To that end, we took a deep dive into more than 30 million consumer reviews on Trustpilot posted from August 2018 to August 2020 to uncover consumer behavior trends leading up to peak shopping season, and formulate some helpful tips to make sure your business is primed and ready to turn more browsers into buyers on Black Friday, Cyber Monday, and beyond.

## Here are 8 tips to help your customers buy with confidence this holiday season.

### Tip 1: Timing is everything, so start building your online presence with third-party reviews by the end of October.

Collecting reviews for your business is always a good idea, but know this: in the world of eCommerce, not all reviews are created equal. Most major eCommerce platforms offer native review solutions, which can offer business owners perhaps too much control over the review process — and provide consumers little transparency into the origins and authenticity of the reviews.

[Social proof](https://business.trustpilot.com/reviews/build-trusted-brand/why-social-proof-marketing-essential-business-growth) works best when consumers genuinely trust that the sentiments are authentic, and unlike native review solutions, third-party review platforms tend to have the proper [checks and balances](https://www.trustpilot.com/trust/combating-fake-reviews) in place to reassure shoppers that the reviews they encounter haven’t been curated or fraudulently sourced by unscrupulous business owners.

And that’s exactly why so many consumers consult the business profile pages on Trustpilot to research their purchases, especially leading up to the [holiday season](https://business.trustpilot.com/reviews/build-trusted-brand/holiday-playbook-5-ways-to-win-over-wary-holiday-shoppers).


Consumers search for reviews more often leading up to the holiday rush

Traffic to Trustpilot Profile Pages by Industry

Our Trustpilot platform data from the past two years consistently shows a swift uptick in traffic to Trustpilot’s business profile pages in the month of October, as shoppers begin planning their holiday shopping hauls and researching the best businesses to buy from. Traffic increases have been significant year over year — especially in major holiday shopping categories like fashion apparel, electronics, health and beauty, and home and garden.

It’s no mystery why traffic across all categories has reached a new high watermark in April 2020. As consumers had to adjust their shopping behaviors in accordance with the coronavirus pandemic and resulting lockdown, they turned to [reviews to reduce uncertainty](https://business.trustpilot.com/reviews/build-trusted-brand/the-importance-of-trust-in-uncertain-times) around potential purchases.

While we don’t have a crystal ball, it stands to reason that between the return of cold and flu season and a projected second wave of coronavirus, shoppers will not only carry out their entire customer journey online during peak shopping season, but rely even more heavily on third-party reviews to make sure their holiday season goes off without a hitch.

And if the past two years are any indication, it’s in your business’ best interest to have third-party reviews in place by the end of October. With that in mind, below are some helpful resources for getting a jump start on your [review strategy](https://business.trustpilot.com/guides-reports/learn-from-customers/the-complete-guide-to-reviews):

- [Intro to Automatic Feedback Services](https://support.trustpilot.com/hc/en-us/articles/360012437420-Introduction-to-Automatic-Feedback-Service-AFS-)
- [How are reviews collected?](https://support.trustpilot.com/hc/en-us/articles/223402468--How-are-reviews-collected-)
- [Send a basic review invitation](https://support.trustpilot.com/hc/en-us/articles/115008302187--Send-a-Basic-Invitation)
- [More is better: why review quantity matters](https://business.trustpilot.com/reviews/build-trusted-brand/more-is-better-why-review-quantity-matters)

### Tip 2: Be ready to reply to reviews as they roll in, and don’t be afraid to reply retroactively — a late reply is better than no reply.

According to our platform data from the last two years, customers leave far more reviews beginning in November and lasting all the way through New Years. Sure enough, more transactions leading up to the holidays leads to more feedback from customers — and that’s a good thing.

Customers leave more reviews on Trustpilot during the holiday shopping rush

Customer Reviews Left on Trustpilot by Industry

More public customer feedback means more opportunities to show off what shoppers love about your [customer experience](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business), ultimately building more trust in your brand. But more feedback can also highlight areas of improvement, and potential customers are just as interested in [how brands respond](https://business.trustpilot.com/reviews/learn-from-customers/dos-and-donts-best-practices-for-responding-to-reviews) and resolve any issues raised in their reviews.

The charts below show that most companies, regardless of industry, are mostly responding to reviews during peak shopping season — and responding to positive reviews far more often than they reply to negative ones.

This presents a unique opportunity to differentiate yourself by becoming the business that replies all year round to negative and positive reviews alike. This is an especially valuable opportunity in more saturated categories like fashion, home and garden, and health and beauty.

most companies, regardless of industry, are mostly responding to reviews during peak shopping season

Reviews with Replies by Industry

Companies mostly reply to positive reviews, even though negative reviews are more deserving of a response

Reviews with Replies by Star Rating

Taking time to respond, no matter the season or sentiment, will show potential customers that your business has integrity, cares deeply about its customers, and is therefore safe to buy from.

And if you’re lucky enough to have plenty of reviews from last year’s peak shopping season, don’t miss the opportunity to start replying retroactively. Believe it or not, shoppers understand that no one’s perfect, so a late reply is better than no reply. Going back to respond to unresolved reviews will show this year’s shoppers that you’re human, and help you earn their trust.

Below are some helpful resources for replying to reviews:

- [6 Ways to make trust your essential brand differentiator](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator)
- [Bad reviews: why people write them and what they expect](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect)
- [How to respond to negative reviews](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews)

### Tip 3: Show off your customer reviews on key shopping pages and landing pages.

Collecting reviews on a third-party platform is the crucial first step to building a trusted brand leading up to the holidays. When it comes to converting more site visitors into paying customers, however, [embedding third-party reviews](https://business.trustpilot.com/reviews/browsers-to-buyers/everything-you-ever-wanted-to-know-about-trustboxes-but-were-too-afraid-to) right on your site is the way to go.


Trustpilot data shows that impressions on TrustBoxes always see a spike around peak shopping season

TrustBox Impressions by Industry

Our data shows that [impressions](https://www.bigcommerce.com/ecommerce-answers/impressions-digital-marketing/#:~:text=Definition%3A%20Impressions%20are%20when%20an,intent%20on%20spreading%20brand%20awareness.) on [TrustBoxes](https://business.trustpilot.com/features/trustbox-widgets) always see a spike around peak shopping season, but they have also skyrocketed since lockdown began in categories like fashion and home and garden.

Displaying reviews right on site is a surefire way to improve conversions, increase basket size or order value, and even reduce cart abandonment. To level up with competitors in saturated categories and win the lion’s share of conversions this year, make sure you’re displaying reviews not only on product pages, but any landing page a potential customer might encounter along the buying journey.  

Here are some additional resources for how to best apply social proof on your website:

- [7 Tried and true conversion strategies: a guide](https://business.trustpilot.com/guides-reports/browsers-to-buyers/7-tried-and-tested-conversion-strategies-guide)
- [How luxury brands can use social proof to ignite high-ticket conversions](https://business.trustpilot.com/reviews/browsers-to-buyers/how-luxury-brands-can-use-social-proof-to-ignite-high-ticket-conversions)
- [5 Tactics to increase your eCommerce conversion rate](https://business.trustpilot.com/reviews/browsers-to-buyers/5-tactics-to-increase-your-ecommerce-conversion-rate)

### Tip 4: Double down on customer service and fulfillment leading up to — and throughout — the holiday shopping season

To get to the heart of what this year’s shoppers will care about most during the holiday season, we analyzed the most common 2-word phrases in both positive and negative reviews published between October and January from 2018–2020.  


For positive reviews left during peak shopping season, “Excellent Service” and “Customer Service” were among the most common phrases, showing up in about 5.5% of all English-language reviews from the time period.

Sentiments from Positive Reviews

For positive reviews left during peak shopping season, “Excellent Service” and “Customer Service” were among the most common phrases, showing up in about 5.5% of all English-language reviews from the time period.

Not far behind in popularity were “Highly Recommend”, and “Fast Delivery”, which were mentioned in about 4% and 3.5% respectively in favorable reviews left during peak shopping season over the past two years.

When it came to negative reviews, “Customer Service” was mentioned in about 20% of negative reviews left during peak shopping season between 2018 and 2020. “Money Back” and “Phone Call” were also mentioned in about 3% of negative reviews.



Sentiments from Negative Reviews

When it came to negative reviews, “Customer Service” was mentioned in about 20% of negative reviews left during peak shopping season between 2018 and 2020. “Money Back” and “Phone Call” were also mentioned in about 3% of negative reviews.

So, what can businesses take away from these trends in customer feedback?

According to holiday shoppers leaving positive reviews over the last two years, attentive customer service and quick delivery have meant the most. While it might be difficult to guarantee fast shipping with supply chains still reeling from the global pandemic, your customers will appreciate detailed shipping information and updated fulfillment times on your website so they can know what to expect.

And if you’re able, it’s a great idea to invest in customer service resources before and during peak shopping season. Even if it’s a short-term investment, having more hands on deck to help resolve issues and make customers feel heard will likely pay off in dividends — and even help you retain customers for life.

Here are some additional readings on how to tune up your customer service and customer experience leading up to the holidays:

- [6 Types of online customer service you can implement on your website today](https://business.trustpilot.com/reviews/learn-from-customers/6-types-of-online-customer-service-you-can-implement-today)
- [7 Ways to improve customer experience on your website](https://business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website)

### Tip 5: Showcase your company's rating in Google Shopping listings

If you’re not familiar with how Google Shopping works yet, it enables users to view and buy products from merchants directly through Google. Merchants are usually charged a fee every time a shopper clicks on a listing and buys from a website. However, this has now changed in the US market.

In April 2020, Google announced that it’s now [free to sell on Google](https://blog.google/products/shopping/its-now-free-to-sell-on-google/) in the US, making it easier for retailers to gain visibility and sell on Google Shopping. Following their first April announcement, in July 2020, they also revealed that [‘Buy on Google’ is now commission-free](https://blog.google/products/shopping/buy-on-google-is-zero-commission/) in the US. According to Google, these changes will be made global by the end of the year.

They also announced two new integrations with Shopify and Paypal, which allow businesses to integrate tools they might already be using, whilst letting consumers checkout directly in Google, without having to go through their website at all.

This is great news for merchants wanting to get more exposure on Google. But how can you guarantee more sales this holiday season whilst trying to stand out from the new competition in Google Shopping’s free listings?

A recent Trustpilot and Canvas8 study found that, today, [89% of global consumers check online reviews](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

Collecting reviews with a Google Review Partner can help you qualify for Seller Ratings, which you can then display in your product listings in Google Shopping.

Adding trust signals such as ratings and reviews to your listings can make a big difference when it comes to building trust and credibility earlier on in the customer buying journey — especially now that consumers can buy products on Google Shopping without having to go through the retailer’s website at all.

Being as transparent as possible by showcasing consumer trust in Google Shopping can help you stand out from the crowd, especially at the busiest time of year.

[This article](https://business.trustpilot.com/reviews/get-seen-in-search/what-the-new-google-shopping-updates-mean-for-reviews) might be of interest if you’d like to learn more about the new Google Shopping updates.

### Tip 6: Use product reviews to earn Review Snippets and improve organic search performance

Organic SEO is a prime channel for product discovery, especially during the holiday season, and businesses who are looking to improve their SEO performance might be interested to hear more about reviews and Review Snippets...

If you’ve ever typed into Google’s search bar, you’ve seen Review Snippets in action. Yet not many people have heard of that term.

Review Snippets is the markup of your content with ‘structured data’ that allows search engines to better understand and index this information. This markup helps businesses stand out by displaying their star ratings in organic listings on Search Engine Results Pages. Showcasing trust signals so early in the funnel can help attract more attention, and can therefore help brands increase their click-through and conversion rates.


Example of review snippets in action

So, how can businesses obtain Review Snippets in time for Q4?

Review Snippets can be earned by collecting product reviews through a Google Review Partner, and adding a simple code to your product pages. If you meet [Google’s guidelines](https://developers.google.com/search/docs/data-types/review-snippet), you will then qualify for Review Snippets in organic search results.

But that’s not all. Product reviews can also help you rank better for long-tail keywords. Long-tail keywords are usually a group of 3 or 4 keywords that are a lot more specific than normal keywords. They tend to have lower search volumes, but convert a lot more as they are so specific and are usually used by people on the lower-end of the funnel. Long-tail keywords can be anything from “best running shoes for women” to “Christmas trees with built-in lights”.

With customer product reviews, you’re essentially getting fresh content every month. Because reviews tend to be written in a familiar, more ‘human’ way, they’ll likely contain a lot more long-tail keywords than any other type of content. And with the rise of voice search, longer-tail keywords are a great opportunity for smaller businesses to stand out from the crowd.

Long-tail keywords from product reviews can be a great opportunity for businesses to start engaging with prospective customers who are already at the bottom of the funnel and looking to buy soon.

These articles might be of interest if you’d like to learn more about Review Snippets, and the importance of long-tail keywords for organic search performance:

- [The powerful SEO hack you probably haven't tried: Review Snippets](https://uk.business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo)
- [The complete guide to reviews](https://business.trustpilot.com/guides-reports/learn-from-customers/the-complete-guide-to-reviews)
- [The new face of SEO: Answer Engine Optimisation](https://uk.business.trustpilot.com/guides-reports/get-seen-in-search/the-new-face-of-seo-answer-engine-optimization)

### Tip 7: Use customer reviews to earn Google Seller Ratings and improve paid search performance

With shopping continuing to move almost entirely online, paid search is getting more and more competitive by the day.

Many businesses choose to spend a large amount of their digital budget on paid search, but don’t always see the results they’d hoped for.

So how can brands stand out in paid search during the holiday season?

If you’re not familiar with Google Seller Ratings, they are an automatic Google Ads extension that is displayed globally to customers to help them find businesses that offer quality services. The extension allows businesses to display their star rating underneath the URL on their Google Ads, like this:

Trustpilot profile pages often show up at the top of results and get thousands of search impressions per month

complete-guide-to-reviews-img6

example of Google Seller Ratings

Google Seller Ratings were created to demonstrate consumer trust in businesses. They can help brands stand out from the competition, and build trust earlier in the customer journey. Why? Simply because consumers are more likely to click on an ad with star snippets, than an ad without.

So how can you get Google Seller Ratings in time for the holiday season?

Well, Google displays Seller Ratings on a per-country basis, and requires at least 100 reviews per country in the last 12 months, and a rating of 3.5/5, to showcase the star snippets on ads. Collecting reviews through a Google Review Partner is a great way to start your Google Seller Ratings journey.

Showcasing consumer ratings directly on Google Ads can help businesses increase their click-through rates, and improve their overall search performance during the busiest time of year.

If you’d like to find out more about Google Seller Ratings and how they can help your paid search performance, here are some articles that might interest you:

- [Google’s new Seller Ratings threshold lowered to 100](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100)
- [How to land great reviews and boost your Google Seller Rating](https://uk.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating)
- [How to calculate Google Seller Ratings’ effect on CTR for Google Ads](https://uk.business.trustpilot.com/reviews/get-seen-in-search/how-to-calculate-google-seller-ratings-effect-on-adwords)

### Tip 8: Turn more browsers into buyers with a trustworthy presence online and offline

Today’s consumers no longer base their purchasing decisions on what they hear or read from brands. Instead, they turn to their peers for third-party validation and trustworthy information.

There’s no doubt social proof is now one of the most powerful tools available for businesses out there. In fact, Trustpilot research found that [66% of customers](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) said the presence of social proof increased their likelihood to purchase a product, and 82% said positive star ratings and reviews made them more likely to make a purchase.

A lot of brands already [display their customer reviews](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) online — from their website and emails, to their social channels and paid ads. But what about showcasing reviews offline? 

A London Research survey found that [only 8% of businesses](https://business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising) using Trustpilot are harnessing their trustworthiness offline, compared to 84% online. 

An omnichannel presence is essential to ensure there is no disconnect in the customer experience — both online and offline – to create a seamless buying journey for consumers.

It’s all about creating as few barriers as possible, so that a customer would never notice a difference in their experience with your brand, whether they shop on your website, app, or in-store. And that works with trust signals too. 

Consider displaying and mentioning your reviews in-store, at the till or in the fitting rooms, in your TV ads, on the radio, on your packaging, and even on billboards. 

Those are all great places where you can showcase customer reviews to build confidence and trust outside of your online channels. Remember, many shoppers still like to browse in-store before they buy online, or vice-versa, and brands are missing an opportunity to harness their trustworthiness offline, especially during the holiday season.

## This year, showcase the trust in your brand

With so many choices when it comes to gifts, the best way to differentiate yourself and win customers this year is to cultivate a trustworthy brand presence online and offline. In the wake of the global pandemic and human rights movements this year, consumers are rightfully more skeptical than ever. This year shoppers will want to support the businesses who lived by their values, spoke up about important issues, and did right by customers when times were tough. 

So as we head into the peak shopping season of a high stakes year, why not align your business with a universal symbol of trust? Collecting reviews on Trustpilot will show customers that your business is not only a safe bet for a smooth holiday season, but also a brand they can feel good about supporting at a time when each transaction means more to everyone. 


### Methodology

We analyzed more than 30 million global reviews on Trustpilot within relevant online retail categories written between August 2018 to August 2020 to look at trends in review activity month over month, and uncover commonly used words and phrases in positive and negative reviews. The keyword analysis was carried out on an English-language subset of the reviews published within the peak shopping season of October to January between 2018 and 2020.  


Trustpilot Consumer Insights: 2020 Holiday Readiness Guide

7 Tried and Tested Conversion Strategies

According to research, in 2020, the average global conversion rate is [4%.31](https://www.invespcro.com/blog/the-average-website-conversion-rate-by-industry/). But in today's competitive landscape, it's getting harder for businesses to keep visitors engaged. So how can brands keep customers hooked and ensure their business generates more revenue?

In this guide, you’ll learn how to:
• Easily turn browsers into buyers
• Leverage your social proof to increase sales
• Use customer feedback to shape a great customer experience and encourage customer loyalty.

key cart abandonment statistics

## 1. Create an efficient checkout process

Needing as few steps as possible to actually complete the purchase process is a surefire way to increase conversions. Here are some of our top tips.

__Avoid complex clicks and unnecessary steps__

Make sure your checkout experience is completely linear - no confusing steps within steps. Never make objects clickable during the checkout phase so visitors get distracted and leave, abandoning their basket. You want the sole focus of the checkout page to be the checkout!

According to [VWO](https://searchenginewatch.com/2016/12/22/seven-fascinating-stats-on-ecommerce-and-cart-abandonment/), a confusing checkout is among the top five reasons for cart abandonment.

__Don’t push customers to register__

Make it optional to create an account. Some customers just want to buy their goods and be gone, and that’s fine. Have an express route for these shoppers. Baymard claims that [35%](https://baymard.com/lists/cart-abandonment-rate) of shoppers leave a purchase if they’re forced to create an account.

__Create a compelling checkout page__

We all like something to function and look good at the same time.

Think about the colours on your checkout page, the data fields you require, and even the calls-to-action you use. Don’t forget to add credibility to your checkout too by informing the customer what payment methods are accepted, or how secure their data actually is by adding security icons to your website.

Don't forget be clear about your final pricing so customers can see where their money is going.

__Reduce the amount of manual work__

A shipping address that is also the billing address by default can save the customer a lot of time in their purchase. You should also inform customers as early as possible if an item is unavailable or will be subject to delayed delivery, rather  than notifying them after they’ve gone through several steps.

Provide customers with a back button that leads to the previous page, so the customer doesn’t need to fill in their details again. Providing users with real-time support can also be a crucial tool to keep them on the path to completion.


## 2. Optimise your site for common web browsers

Different browsers – and even different versions of the same browser – see your site differently. When you’re designing your website, try to avoid to rely on browser-specific behaviour, and test its appearance and functionality on multiple browsers to make sure that all your visitors are getting the experience you’ve worked hard to create.

Once your site is up and running, be sure to retest at regular intervals and adapt where necessary. A site that is not regularly upgraded will not keep pace with new browsers or new versions of browsers affecting how the site is displayed. 

Don’t forget to consider your site’s overall accessibility. Not all users may have JavaScript enabled in their browsers and technologies such as Flash and ActiveX may not render well (or at all) in every browser. 

According to real-time web stats analysts [StatCounter](https://gs.statcounter.com/browser-market-share), as of April 2020, the top five browsers by market share are:

- Chrome - 64%
- Safari - 13.6%
- Firefox - 4.21%
- Samsung Internet - 3.4%
- Edge Legagy - 2.23%


## 3. Optimise your site for mobiles and tablets

It’s no secret that mobile ownership and usage [has surpassed desktop](http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/). 

Mobile marketing is arguably the closest you can get to the consumer, as there is no other device that is as personal or portable. 

If your website doesn’t automatically resize to fit the screen that it’s being viewed on, you are running the risk of losing a lot of business. More than this, Google might not consider your website as much if you avoid mobile adaptability, thanks to a 2015 update to their algorithms (popularly dubbed ‘Mobilegeddon’). Without a mobile-optimised site, your mobile discoverability will suffer.


## 4. Display online reviews to boost trust

There’s no better way to build consumer trust than by showcasing the experience of your customers with your company. 

Canvas8 research found that, in 2020, [89%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

Having customer feedback on display on your site gives customers the encouragement they need to complete a purchase. More than that, customer reviews give you unparalleled insight into customer trends. 

You might notice the same kind of feedback appearing again and again in reviews. If so, this tells you you’re either doing something great, or there’s something that requires attention. 

Make sure you’re encouraging customers to leave reviews - and quickly respond to all of them, whether they’re positive or negative. It shows that you are listening and that you care. No matter how great your product is, if people don’t trust you, they won’t want to engage with you. 

## 5. Use social media to drive online sales

Savvy ecommerce managers are now exploring social media as a tool to directly boost sales. Over a quarter of individuals say brands that are active on social media are more “human”, meaning they appear more approachable and helpful by having real conversations with customers online.

Don’t forget, there are customers and prospects out there ready to connect with you on social media. Here are some tips to transform your social media success. 

__Develop a content strategy for your social media channels__

Facebook, Twitter, and Linkedin have become great vehicles for content, meaning brands are paying attention and making the space more competitive than ever. Make sure you have a well-thought out strategy around your messaging, what you want to promote, and how you’ll differentiate yourself.

__Use YouTube playlists to showcase your own products__

Cisco predicts that online video will account for [82%](https://www.businessinsider.com/heres-how-much-ip-traffic-will-be-video-by-2021-2017-6) of all web traffic by 2022. YouTube playlists allow channel owners to select which videos will play sequentially, so a company’s use of this tool enables it to present viewers with additional products they may be interested in, increasing potential sales. 

__Manage and monitor social media and customer feedback in one place__ 

To find succeed in social media, you need to effectively monitor it. Save time and energy by monitoring your online reviews and social media activity from one console. If you use Hootsuite, Trustpilot has just the [Hootsuite app for you](https://business.trustpilot.com/partners/hootsuite).

__Share your customer reviews on social media__

Today, [90%](https://sproutsocial.com/insights/instagram-stats/) of people follow at least one business on Instagram. Instagram has become known as an ideal fit for eCommerce marketing. 

The social platform is often used as the discovery portion of the sales funnel. [83%](https://www.facebook.com/business/news/insights/how-instagram-boosts-brands-and-drives-sales) of Instagram users say they discover new products and services on the platform. That's why encourage businesses to share their customers' feedback on social channels too. 

It’s a great way to showcase great stories from your customers and convert prospective customers. If you're not sure where to start, check out Trustpilot's guide to [social media reputation management here](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-guide-to-social-media-reputation-management).

## 6. Dedicate staff to web design

If your company has separate departments or suppliers for marketing and web design, the responsibility for turning website visits into sales tend to fall between two camps. This can be bad news for any business hoping to turn their online investments into real profitability. 

A web designer is a technical expert who can dedicate their time to testing and retesting website variations to further optimise your website’s buying process. However, a marketer should have a unique understanding of the needs and wants of your customers, and therefore a valuable insight into what will convert visitors into clients or customers, and what won’t. 

Ideally, the staff dedicated to website conversions should have a background in both areas. Including financial incentives for reaching performance goals will also correlate in getting your conversion rates closer to where you’d like them to be.

If you’re working within a smaller budget, consider investing in a professional developer, or try Shopify, the leading e-commerce website building tool. With [Trustpilot’s online review app for Shopify](https://business.trustpilot.com/partners/shopify-plus), so you can design a sleek site that displays customer feedback in no time at all. 

## 7. Consider a retargeting strategy

Retargeting can help reduce shoppers’ concerns and turn hesitant visitors into happy customers.

Start by determining which shoppers have added something to their cart, but haven’t completed their purchase. Once you have identified your audience, it’s important to decide how long you want to target cart abandoners. 

Reaching consumers as soon as they abandon is a must, but the length of time you target them should be determined by the products your business sells. Bigger purchases such as furniture, holidays, or electronics can have a longer consideration cycle, whereas other products like clothes or cosmetics don’t usually have a very long decision-making cycle.

__SMS retargeting__

According to Search Engine Watch, SMS messages are more effective than emails. Consider sending a reminder to cart abandoners. Typically, [90%](https://searchenginewatch.com/2016/12/22/seven-fascinating-stats-on-ecommerce-and-cart-abandonment/) of all SMS messages are opened, and 90% are read within 3 minutes.

It’s a great way to convert those hesitant shoppers, but if you’d rather use display retargeting, here are some of our top tips.

__Display retargeting done right__

- Test the kinds of displays to show cart abandoners - personalised, or static? 
- Use a promotional offer like free shipping to increase conversions 
- Offer a discount on future products to encourage a repeat purchase.


## Key Takeaways

By now, you should have a long to-do list to ensure you’re optimising your eCommerce business for conversions and efficient checkouts. But if you need a cheat sheet, here’s a quick list of key points. 

Turn your ecommerce conversion rates around by: 

- Making sure your checkout process is optimally designed  
- Optimising your site for mobiles and tablets 
- Using social media to drive online sales 
- Making sure your site is optimised for your visitors’ browsers 
- Using online reviews widgets to boost trust 
- Assigning responsibility for online performance and conversion goals to a dedicated member of staff.

If you'd like to learn more about Trustpilot and how reviews can help you amplify your marketing efforts, request a free demo below.

7 Tried and tested conversion strategies

The Value of Customer Ratings and Reviews in Advertising in the US

Denna studie är framtagen av London Research och fokuserar på fördelarna med att använda Trustpilot-betyg och omdömen i europeisk marknadsföring.

This [London Research study](https://londonresearch.com/) reports on the benefits of using Trustpilot ratings and reviews in advertising to build trust and increase propensity to purchase.

The research also looks at the extent to which specific types of Trustpilot content in online advertisements influence US consumers, including the Trustpilot logo and stars, TrustScore, the volume of reviews, and the impact of an authentic customer testimonial.

To test the value of Trustpilot ratings and reviews in ads, 1,000 American consumers were shown a series of digital advertisements for a new cell phone plan, and asked which ads they would be most and least likely to click in order to buy.

### Summary of the research

Anatomy of a co branded ad - CEU

Anatomy of a co branded ad CEU

- 63% of US consumers agree a good Trustpilot score makes them more likely to trust a brand.
- 61% agree a good Trustpilot score makes them more likely to buy from a brand.
- An online advertisement with the Trustpilot logo and stars is 37% more persuasive than the same ad without them.
- Consumers are two-and-a-half times more likely to click a Trustpilot co-branded ad showing a five-star customer rating, TrustScore, 3,000+ reviews, and a customer review, than an ad with no Trustpilot content.
- A Trustpilot five-star advert with a 4.8 TrustScore showing 500+ reviews is more than twice as compelling as an ad with no Trustpilot branding.
- A Trustpilot five-star advert with a 4.8 TrustScore showing 3,000+ reviews is 31% more compelling than the same ad just showing the TrustScore.
- A Trustpilot five-star advert with 3,000+ reviews performs 10% better than the one with 500+ reviews.
- A five-star ad showing a high TrustScore with 3,000+ reviews and an actual customer review performs twice as well as an ad with no Trustpilot components, even when the price is 20% higher ($48 versus $40).

## The importance of ratings and reviews in the buyer journey

Consumers are right to be cautious about putting their trust in brands when they’re looking to buy products and services online. According to the Federal Trade Commission, Americans have lost $588m to scams during the pandemic era alone, which makes people even more eager to ensure they’re buying from a reputable business and spending their money wisely. At the same time, consumers are becoming increasingly savvy about fake reviews used by less-known brands to bolster their credibility.

Our research shows that authentic customer reviews and star ratings are now firmly established as a go-to source of information for the majority of shoppers. Sixty-four percent of US consumers say they’re ‘often’ or ‘very often’ influenced by customer reviews during the journey to purchase, while 63% say the same for star ratings (Figure 1).

This does not surprise Kyle Rao, President and CEO of Secure Medical. As the company behind eDrugStore.com, they are fully aware that consumers need to see that people like them have used a service before, and rated it highly.

Kyle Rao quote

President and CEO, Secure Medical

Figure 1 - CEU

Figure 1

Ratings and reviews play an important role in influencing buying decisions across a wide range of categories, from electronics to travel, and property to auto rental. For every sector shown in Figure 2, at least half of consumers surveyed regard ratings and reviews as ‘useful’ or ‘very useful’.

Figure 2 - CEU

Figure 2

Advertisers should strive to understand how different touchpoints and channels work together to build trust and positively impact the decision-making process during the customer journey.

After customer ratings and reviews, the next most frequently visited touchpoints in influencing a buying decision are search engines, followed by ecommerce sites and social media (Figure 1). Given their usefulness and popularity, savvy marketers should think about how they can harness ratings and reviews across other channels, including both online and offline advertising, as well as across their own digital properties and email campaigns.

SuretyBonds.com is a good example of a financial services brand showcasing star ratings and customer reviews.

Example SuretyBonds

### The benefits of Trustpilot content through the funnel


Figure 3 - CEU

Figure 3

The trust engendered by adding Trustpilot stars and scores to digital advertising is not just good for brand image, it is also a core component in driving sales. Sixty-one percent of US consumers agree a good Trustpilot score makes them more likely to buy from a brand, including 26% who strongly agree (Figure 3). The propensity to buy something from a company is very closely linked to the level of trust in that brand. A very similar percentage of consumers (63%) agree that a good Trustpilot score makes them more likely to trust a brand (Figure 4).

Figure 4 - CEU

Figure 4

Brands are seeing this throughout the customer journey. For Octopus Energy Germany, a green energy supplier, adding its star rating is a way for it to build trust while also raising awareness at the top of the funnel.

Quote Melanie Schiller

Head of Brand Communication, Octopus Energy Germany

At fashion brand Bamigo, work is under way to add the Trustpilot logo, star rating and customer reviews to all its product pages because, as the company’s Marketing Manager Freek Rijken reveals, they are proving highly effective at the purchasing end of the funnel as well as the awareness stage. He believes this is because they convey to prospects how happy existing customers are with the quality of its products and service.

Quote Freek Rijken

Marketing Manager, Bamigo

## The impact of Trustpilot

### 1. Logo with star rating

We have seen that consumers say they’re more likely to trust and buy from a brand with a high Trustpilot rating. A key objective of our research was to understand the impact of different Trustpilot content elements, namely the logo and stars, TrustScore (out of five), number of reviews, and an actual quote from a customer.

As part of our proprietary research, consumers were shown a series of digital advertisements for a new cell phone plan, and asked which ads they would be most and least likely to click in order to buy.

Trustpilot star rating ads - CEU

Trustpilot star rating ads

The research found that an online advertisement with the Trustpilot logo and stars is 37% more persuasive than the same ad without them.

Another finding from the research was that consumers looking to buy something are two-and-a- half times more likely to click a Trustpilot co-branded ad with a five-star customer rating, high TrustScore, 3,000+ reviews, and a customer testimonial (compared with a baseline ad with no Trustpilot vs. branding).

As well as seeking to understand the overall impact of the full suite of Trustpilot content and the logo and stars on their own, we also wanted to explore the relative impact of different content components, namely the customer review, the TrustScore at different levels, and the volume of reviews.

Quote 2 Kyle Rao

### 2. Customer review

US consumers are 88% more likely to click through on a Trustpilot co-branded ad when it contains an authentic customer review.

Micael Saillen, CEO and Co-Founder at energy supplier Tate, has quantified adding a customer review as typically improving digital advertising clickthrough rates by 10% to 20%.

“People know brands say they are great in their adverts but when a company shows what people actually say about them, consumers know the advertiser is showing they have nothing to hide,” he says.


Example reviews in ads - CEU

Example customer reviews in ads

Quote Micael Saillen

CEO and Co-Founder, Tate

### 3. TrustScore

US consumers are 30% more likely to click through on a like-for-like Trustpilot co-branded ad when it specifies the high TrustScore behind the five-star rating. The ad with a 4.8 score performs 75% better than the ad with a 4.2 score.

Example ad trustscore - CEU

Example ad trustscore

### 4. Number of reviews

A Trustpilot five-star advert with a 4.8 score showing 500+ reviews is more than twice as compelling as an ad with no Trustpilot branding, according to our research.

example ads with number of reviews - CEU

Example ads with number of reviews

Mike Henderson is Chief Marketing Officer at SuretyBonds.com, which has a 4.9 TrustScore. He credits adding the number of Trustpilot reviews on the company’s digital advertising with delivering a 20% improvement in clickthrough rates.

Quote Mike Henderson

CMO, SuretyBonds.com

Our consumer research also shows that a Trustpilot five-star advert with 3,000+ reviews performs 10% better than the one with 500+ reviews.

According to Dan Cristo, Director of SEO Innovation at performance marketing agency Catalyst: “One of vs. our clients in the hospitality space has an average of 2,000 reviews on each property. These are real experiences customers volunteered to share with others simply because they wanted to tell their story. This desire to share experiences with others as a way to ‘pay it forward’ and help others in the community is a core part of how humans socialize.”

Quote Dan Cristo

Director of SEO Innovation, Catalyst

### 5. Impact on higher price

The research also found that a Trustpilot ad with five stars, TrustScore, 3,000+ reviews and a customer testimonial performs twice as well as the ad with no Trustpilot content, even when the price is 20% higher.

Example ads with higher price - CEU

Example ads with higher price

Adding all the possible elements of a Trustpilot rating — including logo, stars, score, number of reviews and a customer quote — is certainly paying dividends at fintech business PensionBee. Its Chief Marketing Officer, Jasper Martens, reveals the company puts all elements on its digital advertising which it credits with delivering a 15% rise in clickthrough rate.

“For us the Trustpilot logo and our score are a nudge to check us out,” he says. “The number of reviews is crucial in convincing people you’re providing a good service because if you have more than 5,000 people know it’s real, it’s very powerful. Ultimately, the customer voice is the main convincer, we believe, so customer reviews are essential.”

If you're interested in sharing this report with others, why not download the free PDF version below? It's quick and easy. 

Alternatively, you can download the infographic, with all of our research's findings.


### Authors

__Linus Gregoriadis – Director, London Research__

Linus is an experienced digital marketing analyst and business writer who co-founded London Research in 2017 as a sister company to Digital Doughnut, the world’s largest community of marketers and digital professionals, and also to Demand Exchange, an advanced B2B lead generation platform. He spent more than a decade setting up and building the research function at Econsultancy, a digital research and training company now owned by Centaur Media. After leaving Econsultancy, where he oversaw the production of hundreds of survey- based trends reports, buyers’ guides and best practice guides, he launched ClickZ Intelligence for B2B media company Contentive.

__Sean Hargrave – Journalist and business report writer__

Sean Hargrave is a journalist and business report writer covering media, advertising and marketing. He regularly writes for Digital Doughnut
and sister business, London Research. He also regularly writes for The Guardian, The Telegraph, and Wired on business and tech issues.

__We'd like to thank the following people for contributing to this report:__

- Kyle Rao, President and CEO, [eDrugstore.com](https://www.edrugstore.com/) / Secure Medical
- Melanie Schiller, Head of Brand Communication, [Octopus Energy Germany](https://www.octopusenergy.de/)
- Freek Rijken, Marketing Manager, [Bamigo](https://bamigo.com/)
- Micael Saillen, CEO and Co-Founder, [Tate](https://tate.it/)
- Mike Henderson, CMO, [SuretyBonds.com](https://www.suretybonds.com/)
- Dan Cristo, Director of SEO Innovation, [Catalyst](https://www.catalystdigital.com/)
- Jasper Martens, CMO, [PensionBee](https://www.pensionbee.com/)

### About London Research

London Research, set up by former Econsultancy research director Linus Gregoriadis, is focused on producing research-based content for B2B audiences. We are based in London, but our approach and outlook are very much international. We work predominantly, but not exclusively, with marketing technology (martech) vendors and agencies seeking
to tell a compelling story based on robust research and insightful data points.

As part of Communitize Ltd, we work closely with our sister companies Digital Doughnut (a global community of more than 1.5 million marketers) and Demand Exchange (a lead generation platform), both to syndicate our research and generate high-quality leads.

[Find out more about London Research](https://www.londonresearch.com/).

### Methodology

London Research was commissioned by Trustpilot to carry out a survey of 1,000 US consumers in September 2021. The nationally- representative survey included questions about sources of information and touchpoints used during the buying process, and also questions specifically about Trustpilot. A third (33%) of respondents said they were aware of Trustpilot customer ratings and reviews.

A survey-based research technique called MaxDiff was used to quantify consumer preferences when respondents were shown different combinations from a series of 10 different advertisements. Survey respondents were asked which online ads for a new cell phone plan they would be most and least likely to click in order to buy. The Appendix shows the 10 different ads shown to consumers, and the full results for the MaxDiff analysis (with relative levels of engagement expressed as percentages). The same research was carried out in the US, UK, Netherlands, Germany and Italy (5,000 consumers in total).

Effekten av kundbetyg och omdömen i europeisk reklam

Omdömen är bland den bästa sortens sociala bevis för ditt företag. Om de används på rätt sätt kan dina omdömen förbättra samtliga områden i din marknadsföring.

[Konsumentbeteendet](https://se.business.trustpilot.com/reviews/learn-from-customers/foeraendrade-konsumentbeteenden-under-coronapandemin-sa-paverkas-olika) har förändrats. För dagens konsumenter är omdömen en central del av köpprocessen, som ger aktuell och relevant information om företag och produkter. Det här ger ditt företag möjlighet att samla in värdefull kundfeedback – som dessutom kan användas i din marknadsföring.

Utöver att ge ditt företag värdefull feedback, kan omdömen nämligen implementeras i din marknadsföring och öka såväl trafik som försäljning. I den här guiden visar vi hur.

För dig som inte är bekant med omdömen sedan tidigare, eller bara vill friska upp ditt minne, inleder vi denna guide med en kortare översikt över fördelarna med att samla in omdömen.

## Värdet av kundomdömen och sociala bevis

### 1. Öka förtroendet för ditt varumärke genom att samla in och svara på omdömen
Omdömen är en möjlighet för för dina kunder att dela med sig om allt de uppskattar med dina produkter, tjänster och din kundupplevelse. Det här är någonting som leder till ett ökat förtroende, som du kan använda för att stärka ditt varumärke övertyga nya kunder. 

### 2. Nå och övertyga nya kunder genom att implementera dina omdömen, betyg och sociala bevis i din marknadsföringsstrategi
Genom att framhäva dina förtroendeingivande omdömen kan du optimera din ROI. 
Sociala bevis såsom omdömen och stjärnbetyg kan hjälpa dig att förbättra klickfrekvensen i sökresultat, öka trafiken från dina utskick och annonser och omvandla fler besökare till kunder. 
Detta leder också till fler omdömen, som du kan dra nytta av för att leva upp till kundernas högt ställda förväntningar. 

### 3. Utvecklas med hjälp av kundfeedback
Det gäller att ta till vara på din kundfeedback, för att på så sätt behålla alla nya kunder och förtroendet för ditt varumärke.
Omdömen ger dig möjlighet att bättre förstå dina kunders behov och önskemål. Det här är någonting som hjälper dig att anpassa och utveckla ditt företag, så att du kan skapa kundlojalitet samtidigt som du lockar fler kunder.
För att du ska kunna visa upp förtroendet för ditt företag gäller det att först samla in omdömen. För företag som är baserade på någon av de större e-handelsplattformarna är detta enklare än någonsin, tack vare Trustpilots integrationer för [Shopify](https://se.business.trustpilot.com/partners/shopify-plus), [BigCommerce](https://se.business.trustpilot.com/partners/bigcommerce), [WooCommerce](https://se.business.trustpilot.com/partners/woocommerce), [Magento](https://se.business.trustpilot.com/partners/magento-commerce), [PrestaShop](https://se.business.trustpilot.com/partners/prestashop), [Shopware](https://se.business.trustpilot.com/partners/shopware) och [OpenCart](https://se.business.trustpilot.com/partners/opencart).


## 15 sätt att använda kundomdömen i din marknadsföring

När du börjat samla in omdömen om ditt företag är det dags att visa upp dem och göra dem till en del av din marknadsföring. Genom att implementera omdömen i din marknadsföringsstrategi kan du öka din organiska trafik, optimera dina digitala kampanjer och locka fler kunder.

### Förbättra din organiska SEO med kundomdömen

Din organiska rankning i sökresultatet är direkt avgörande – faktum är att 91,5 % av all organisk trafik går till webbsidor som syns på sökresultatens förstasidor.

__Med detta i åtanke har vi sammanställt fem tips på hur du kan förbättra din ranking med hjälp av omdömen.__

### 1. Off page-optimera genom att samla in omdömen på en tredjepartsplattform

Off page-optimering handlar om signalerna utanför din webbsida som ökar din synlighet – oavsett om det gäller länkar, sociala medier eller att skapa en profil på en tredjepartsplattform såsom Trustpilot.


off page seo

Även om sökmotorernas algoritmer hela tiden utvecklas, menar SEO-experterna på [Moz](https://moz.com/learn/seo/off-site-seo) att off page-element såsom relevans och trovärdighet står för mer än 50 % av en webbsidas ranking. Omdömen från en tredjepartsplattform hjälper dig med dessa element.

### 2. Öka hänvisningstrafiken från din företagsprofil på Trustpilot

Att skapa en företagsprofil på Trustpilot kan öka din hänvisningstrafik kraftigt. 

[Företagsprofiler](https://support.trustpilot.com/hc/sv/articles/360013930439-Introduction-to-your-company-profile-page) på Trustpilot brukar nämligen hamna i toppen av sökresultaten i samband med sökningar efter omdömen om ett varumärke. 

Detta beror på Trustpilots starka [domänauktoritet](https://moz.com/learn/seo/domain-authority). Ju fler omdömen du samlar in, och ju mer innehåll du fyller din profilsida med, desto enklare blir det för sökmotorer att associera ditt företag till Trustpilot –  och därmed placera din profilsida högt upp.

Hänvisningstrafiken tenderar tyvärr att glömmas bort, men genom att ta till vara på den kan du öka synligheten i [organiska sökresultat](https://moz.com/blog/organic-traffic-without-ranking).

Om du vill se ett inspirerande exempel på detta, kan du kolla in hur [TaxSlayer ökade sin hänvisnigstrafik med 500 %](https://business.trustpilot.com/customer-stories/finance-insurance/why-taxslayer-chose-trustpilot-to-leverage-customer-feedback).

### 3. Visa upp omdömen på din webbsida och öka din organiska trafik

Att framhäva kundomdömen på centrala målsidor är enkelt med widgets för omdömen, och ett säkert sätt att öka synligheten. Detta då omdömen är en form av användargenererat innehåll som kan förbättra din SEO.

__Omdömen ökar textmängden på dina sidor.__ Innehållet hjälper Google att kontextualisera din webbsida och lyfta fram relevansen.

__Dina betyg hjälper Google att avgöra kvaliteten på dina produkter och tjänster.__ Till syvende och sist vill Google erbjuda sina användare sökresultaten med bäst rykte för att optimera upplevelsen, och det här är någonting som du kan dra nytta av.

__Omdömen ser till att ditt innehåll håller sig uppdaterat.__ Ditt uppdaterade innehåll berättar för Google att informationen om ditt företag är aktuellt, vilket ökar relevansen.

Det här är faktorer som hjälper [Google att förstå din webbsida](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019), vilket kan leda till att sökmotorer börjar prioritera din webbsida mer – som i sin tur leder till ökad trafik till din webbsida,


### 4. Visa upp dina stjärnbetyg i organiska sökresultat med produktomdömen

Visste du att du kan få dina stjärnbetyg att synas i  organiska sökresultat, och därmed öka din klickfrekvens? 
Produktomdömen kan nämligen hjälpa dig att så att uppnå Review Snippet-stjärnor i organiska sökresultat.

Det här är någonting kan locka fler potentiella kunder till dina produktsidor, och öka din klickfrekvens med upp till 35 % i organiska sökresultat. 

Och det inte särskilt svårt. Med vårt utbud av [e-handelsintegrationer](https://se.business.trustpilot.com/partners/type/apps) kan du enkelt låta sökmotorerar schemauppmärka dina produktomdömen, så att sökmotorerna kan ta del av dina produkters betyg och avgöra ifall de kvalificerar sig för Review Snippets. 

Om du når upp till [Googles kriterier](https://developers.google.com/search/docs/data-types/review-snippet) kan dina produktsidor sedan få Review Snippets på sökresultatsidorna.


### 5. Matcha fler sökningar med produktomdömen

Produktomdömen hjälper din webbsida att matcha fler sökord, så att din synlighet kan öka i samband med så kallade [Long Tail](https://yoast.com/focus-on-long-tail-keywords/#:~:text=Focusing%20on%20long%2Dtail%20keywords,as%20they%20are%20more%20specific.)-sökningar.

Allt du behöver göra är att låta dina kunder lämna omdömen om dina individuella produkter, och sedan visa dessa omdömen på dina produktsidor.
Det kan vara svårt att själv identifiera alla användningsområden för dina produkter – men dina kunder kan hjälpa dig med detta genom att dela sina upplevelser i form av produktomdömen. På så sätt blir dina kunder dina copywriters.

### Boosta dina digitala kampanjer med kundomdömen

Dagens konsumenter har sett det mesta – och många är inte längre intresserade av annonser. Faktum är att över [75 %](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits/) av konsumenterna använder sig av någon form av annonsblockerare.

Som om det inte vore svårt nog för den digitala marknadsföringen, visar forskning att färre än [3 av 10](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) konsumenter har tillräckligt förtroende för digitala annonser.

Som tur är kan kundomdömen och stjärnbetyg förbättra dina digitala kampanjer i de kanaler som idag har störst på verkan på konsumenternas köpbeslut.

### 6. Förbättra dina Google Ads med Google Seller Ratings

[Google Seller Ratings](https://se.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating), eller säljaromdömen, kan hjälpa dig att: 

- Lägga till sociala bevis i dina annonser 
- Få ditt företag att sticka ut i konkurrensen
- Öka klickfrekvensen för dina Google Ads-kampanjer 

En ökad klickfrekvens kommer sannolikt att öka din försäljning, vilket oftast förbättrar ditt [kvalitetsresultat](https://support.google.com/google-ads/answer/140351?hl=sv) så att du får mer trafik till en lägre CPC (kostnad per klick). Detta leder i sin tur till en lägre CPA (kostnad per förvärv) och frigör en större andel av din budget till andra initiativ.

Tänk bara på att det är upp till Google att i enlighet med deras senaste [riktlinjer](https://support.google.com/google-ads/answer/2375474?hl=sv)  avgöra huruvida Google Seller Ratings visas eller inte, och att detta tenderar att bygga på antalet omdömen och sammanlagt betyg.

När du väl är berättigad [visas stjärnorna i dina annonser](https://se.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) i Google-sökningar och i Googles sökpartners listor. De visas också i säljaromdömen både på Google Shopping och Google Ads. Med andra ord kan det helt klart vara värt besväret.

### 7. Optimera din remarketing-strategi

[Remarketing-kampanjer](https://blog.alexa.com/retargeting-vs-remarketing/) handlar om att nå potentiella kunder som har någon form av tidigare relation till ditt företag, efter att exempelvis ha besökt din webbsida eller dina profilsidor i sociala medier. 

Oavsett vilken plattform du använder kan du förbättra dina resultat genom att lägga till dina omdömen i annonserna. Du kan t.ex.: 

- Citera ett specifikt kundomdöme
- Visa ditt betyg i bilderna
- Visa hur många kunder som har gett dig ett högt betyg.

Det bästa av allt är att du kan framhäva dina omdömen i dina annonser utan några som helst designkunskaper och utan att behöva anställa en designer, med hjälp av Trustpilots [Bildgenerator](https://se.business.trustpilot.com/features/social-media-tools) för sociala medier.

Genom att förstärka dina retargeting-kampanjer med sociala bevis kan du övertyga fler potentiella kunder. 

[Läs mer om Trustpilots verktyg för sociala medier.](https://se.business.trustpilot.com/features/social-media-tools) 

## Lyft din marknadsföring via e-mail med hjälp av dina kunder

Experter inom marknadsföring via e-mail uppskattar att vi i genomsnitt skickar och tar emot hela [126](https://www.campaignmonitor.com/resources/knowledge-base/how-many-emails-does-the-average-person-receive-per-day/) email i arbetet varje dag. 

Med tanke på detta är det inte kanske inte så konstigt att det endast omkring [22 %](https://mailchimp.com/help/about-open-and-click-rates/) av dessa mail öppnas, och att det är svårt att lyckas med marknadsföring via e-mail.

Här nedan följer fyra tips på hur dina kunder kan hjälpa dig att lyckas att nå ut med dina e-mail:

### 8. Förbättra klickfrekvensen med kundomdömen

Ju fler besökare, desto fler kunder. Omdömen kan hjälpa dig att öka klickfrekvensen på dina e-mail, vilket i sin tur hjälper till att [öka din konverteringsgrad](https://se.business.trustpilot.com/reviews/browsers-to-buyers/4-email-marketing-strategies-to-unlock-black-friday-sales-volume-throughout).

E-mailformatet tillåter dessutom att du använder dina omdömen på ett kreativt sätt och de kan utgöra basen för flera olika typer av innehåll och CTA:er.

Oavsett om du tar fram ett nyhetsbrev eller e-mailkampanjer för dina produkter eller remarketing, kan du med fördel framhäva ett  [kundomdöme](https://se.business.trustpilot.com/reviews/inside-trustpilot/social-proof-in-email-marketing-is-easier-than-ever-with-trustpilots-klaviyo) för att öka din klickfrekvens och i förlängningen din konvertering. Faktum är att [82 %](https://se.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) av konsumenterna uppger att omdömen och betyg i ett e-mail kan motivera köp.

### 9. Framhäv dina kundomdömen i dina välkomstkampanjer

Välkomstkampanjer är en chans att lägga grunden för relationer med framtida kunder. Majoriteten av alla som har registrerat sina mailadresser hos ditt företag har ännu inte genomfört något köp och ditt företag är helt nytt för dem.
Detta är din chans att övertyga dem om att välja just ditt företag. Här följer några enkla element som du kan inkludera i dina välkomstkampanjer för att öka svarsfrekvensen:

- Inkludera ett relevant kundomdöme i varje e-mail, oavsett om det handlar om en specifik produkt eller om kundupplevelsen i allmänhet. 
- Framhäv dina högst betygsatta produkter. 
- Visa upp ditt varumärkes personlighet genom att välja ut några intresseväckande omdömen.

Det finns många fler sätt för dig att göra ett gott första intryck med hjälp av dina kundomdömen – var kreativ! 

### 10.  Gör alla delar av dina e-mail mer förtroendeingivande

Varje e-mail du skickar bör innehålla någon form av vittnesmål om förtroendet för ditt företag. Lägg till ditt betyg i sidhuvudet eller ett kundcitat i sidfoten.

Det är viktigt med sociala bevis redan i ämnesraden, med tanke på att endast omkring [22 %](https://mailchimp.com/help/about-open-and-click-rates/) av alla e-mail  öppnas. 

Här är några idéer på e-mailkampanjer som kanske kan inspirera dig:

*-Månadens högst betygsatta produkter*
*- Tack för att du gör oss till ett 5-stjärnigt företag!*
*-5 exempel på hur vi har använt era omdömen till att förbättra vår kundservice*
*-Låt oss presentera Sara – vår bästa kundservicemedarbetare!*
*-Vi tyckte att våra tekannor var bra, men er feedback har gjort dem ännu bättre!*
*-Produkterna du älskar*

Jillian Lore

### 11. Uppmuntra dina kunder att återuppta sina övergivna kundvagnar med hjälp av omdömen

Du kommer alltid att ha några kunder som överger sina kundvagnar, så det är viktigt med e-mailpåminnelser som uppmuntrar kunder till att återvända.

Många företag förlitar sig på erbjudanden och kampanjer för att få respons på sina påminnelser om övergivna kundvagnar, men med hjälp av omdömen kan du generera en tillräckligt hög svarsfrekvens utan att behöva sänka priserna.

Lägg till några kundomdömen i dina påminnelse-e-mail, så kommer kunderna att påminnas om hur bra din service och dina produkter är och på så sätt uppmuntras till att återvända och slutföra sina köp.


Complete Guide to Reviews img 7

## Öka din webbsidas konvertering genom att visa upp dina kundomdömen

Idag tar hela [89 %](https://se.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) av konsumenterna del av kundomdömen längs kundresan. När en potentiell kund hamnar på din webbplats är det därför sannolikt att de redan har fått ett första intryck av ditt varumärke.

Om du vill att det där första intrycket ska leda till ett köp, gäller det att använda alla konverteringsmöjligheter. Här nedan följer fyra tips för en ökad [konverteringsgrad](https://se.business.trustpilot.com/reviews/browsers-to-buyers/what-is-conversion-rate-optimisation):

### 12. Gör ett gott första intryck med omdömen på din startsida

Förtroendeingivande marknadsföringskampanjer leder ofta till ökad trafik. Om ditt mål är att omvandla fler besökare till kunder, gäller det att din webbsida är lika förtroendeingivande som ditt marknadsföringsmaterial.

När det kommer till webbsideoptimering glöms startsidan ofta bort till förmån för sidor längre fram i utcheckningsprocessen som till exempel kundvagns-, utchecknings- och produktsidorna. Det är en bortkastad möjlighet!

Startsidan är den mest besökta sidan på nästan alla webbplatser och dessutom ofta den primära målsidan. Det är här kunden får sitt första intryck av ditt företag, och det är även en sida som många återkommer till.

Det är med andra ord ett ställe där det är viktigt att visa prov på din fantastiska kundservice och kundomtanke. Det vill säga: sätt fokus på dina omdömen!

__Här följer några tips på hur du kan använda omdömen på startsidan för att lämna ett gott första intryck:__

__Framhäv både kvaliteten och kvantiteten på dina omdömen.__ Exempel: "Vi har fått 2 365 omdömen i år, varav 95 % med betyget 5 av 5."
__Visa dina 3-5 senaste kundomdömen.__ Detta sätter fokus på dina bästa funktioner och produkter.
__Framhäv dina produkter med högst betyg.__ Exempel: "Dessa produkter har fått 5 stjärnor av våra kunder."

Dessa metoder fungerar även på andra centrala målsidor. Med detta sagt, är det en bra idé att prioritera sidor som har hög trafik.

Startsidan är en plats för förtroende. Det är här som besökare söker efter [trovärdiga signaler och sociala bevis](https://se.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing), så se till att skapa förtroende genom att exempelvis visa upp höjdpunkter eller statistik från dina omdömen.

Complete Guide to Reviews img 9

### 13. Underlätta köpbeslut med widgets på dina produktsidor

Produktomdömen är ett hemligt vapen för SEO – men de kan även skjuta dina konverteringar i höjden och hjälpa dig att förvandla dina besökare till kunder.

Enligt experter på [Shopify](https://www.shopify.com/blog/15359677-why-online-store-owners-should-embrace-online-reviews) litar 79 % av onlineshoppare på produktomdömen lika mycket som på en personlig rekommendation. Och andra undersökningar har visat att människor litar [12 gånger mer på produktomdömen än på tillverkare eller produktbeskrivningar](https://econsultancy.com/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/).

[Produktomdömen är fantastiska i sig, men det finns några viktiga anledningar till varför du bör välja en omdömesplattform som kan erbjuda dig produktomdömen med användargenererade bilder och innehåll.](https://se.business.trustpilot.com/features/product-reviews)

- Millenniegenerationen litar 50 % mer på användargenererat innehåll än på traditionell media och anser att användargenererat innehåll är 20 % mer inflytelserikt och 35 % mer minnesvärt än andra typer av media.
- Det är tre gånger så sannolikt att konsumenter  tolkar användargenererat innehåll som genuint, jämfört med innehåll som har producerats av företaget i fråga.

Så om ditt företag säljer fysiska produkter bör du inte missa chansen att använda dig av användargenererat innehåll på dina produktsidor.


### 14. Sidhuvudet och sidfoten: ett bortglömt sätt att förbättra varenda sida på din webbsajt

Beroende på vad konsumenter söker på för att hitta ditt företag, kan de hamna på vilken av dina sidor som helst. Det betyder att mer eller mindre varje sida kan användas till att övertyga dina besökare till att ta ett köpbeslut.

Det enklaste sättet att se till att ditt förtroendeingivande budskap når fram, oavsett var på din webbsajt kunden landar, är att visa ditt stjärnbetyg i antingen sidhuvudet eller sidfoten.

Det här är en liten förändring som kan göra en enorm skillnad!

### 15. Behåll besökarna på din webbsida med betyg och omdömen på utgångssidor

Varje kundresa har en början och ett slut och om inte slutet är "Tack för din beställning"-sidan så måste du öka din konverteringsgrad. 

Börja med att identifiera sidorna med de högsta utgångsfrekvenserna. Dessa hittar du genom att gå till rapporten "Utgångssidor" i Google Analytics och leta efter sidorna med en stor mängd trafik och en hög utgångsprocent.

När det kommer till utgångssidor kan det vara en bra idé att ta en närmare titt på sidan och se om du hittar något problem:

Finns det tillräckligt med CTA:s för att hålla kvar folk på webbplatsen?
Finns det någon återvändsgränd på sidan?
Samt, förstås: finns det några särskilda omdömen som verkligen skulle vara denna sida till gagn?

Efter att ha identifierat problemsidorna kan du placera dina omdömen där för att minska utgångsfrekvensen.

Med Trustpilots funktion för omdömestaggning kan du enkelt visa upp de rätta omdömena på dina utvalda sidor.Till exempel så är leverans- och retursidan en vanlig utgångssida, så om du har några omdömen där dina kunder berömmer dina leverans- och returtjänster är det en bra idé att placera dem här.

## Implementera dina omdömen i din marknadsföring

Förhoppningsvis ser du nu de oändliga sätten som du kan integrera omdömen i din marknadsföringsstrategi, för att i förlängningen förbättra din konvertering och försäljning.

Som vi nämnde inledningsvis är kundomdömen det du behöver för skapa en förtroenderesa som ger resultat: 

__1. Ökat förtroendet för ditt varumärke genom att samla in och svara på omdömen
__2. Nå och övertyga nya kunder genom att implementera dina omdömen, betyg och sociala bevis i din __marknadsföringsstrategi
__3. Utvecklas med hjälp av kundfeedback____

Och om du vill få ut ännu mer av dina omdömen, ska du fokusera på att utöka din [omdömesinsamling](https://se.business.trustpilot.com/features/review-invitations) tills du har så mycket [sociala bevis](https://se.business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews) att ingen kan missa det. Detta kommer att göra det ännu enklare att framhäva dina omdömen i all din marknadsföring och anpassa dem efter kampanjer och erbjudanden.

Dina kundomdömen kan som sagt ge resultat, så se till att ta vara på dem – även i din marknadsföring.


Den kompletta guiden till marknadsföring med omdömen (uppdatering, 2021)

Truspilot 5 trends that will define the future of fashion

Trustpilot 5 trends that will define the future of fashion

En undersökning från London Research och Trustpilot visar hur en ökad medvetenhet hos modekonsumenter ställer krav på varumärken och företag.

Trustpilot har tillsammans med [London Research](https://www.londonresearch.com/) genomfört en undersökning som visar på en ökad medvetenhet hos modekonsumenterna, som i allt större utsträckning söker sig till förtroendeingivande varumärken som tar sitt ansvar vad gäller både arbetsförhållanden och hållbarhet.

För att kunna nå dagens och framtidens medvetna konsumenter krävs insikt i vilka frågor som anses viktigast – och utifrån resultaten av vår undersökning har vi sammanställt en rapport som kan ge denna insikt.

### Fem trender som är avgörande för modebranschen

__1. Fyra av fem konsumenter prioriterar etik och hållbarhet__

För varumärken och företag inom modebranschen gäller det att anpassa sig efter rådande trender, och dagens konsumenter är tydliga med vad som är moderiktigt. Det handlar inte om passform, utan om att under goda arbetsförhållanden producera kläder med så begränsad miljöpåverkan som möjligt. 

Fler än fyra av fem konsumenter (82 %) uppger att de definitivt (31 %) eller troligtvis (51 %) skulle sluta handla produkter från ett varumärke om det skulle visa sig att varumärket i fråga saknar etiska principer.

__2. Konsumenterna spenderar försiktigt__

Människors köpvanor påverkas naturligtvis av den globala pandemi och lågkonjunktur vi nu befinner oss i. Närmare tre fjärdedelar av konsumenterna (72 %) lägger mindre pengar på kläder och mode än vad de gjorde innan pandemin. 

I en tid då många arbetar hemifrån kan vi konstatera att de klädkategorier vars försäljning har ökat mest är fritidskläder och bekväma plagg att bära hemma (21 %). Jämfört med formella kläder och lyxprodukter är denna ökning nästan dubbelt så stor. 

__3. Modekonsumenter har förtroende för omdömen och varandra__

Hur kan då dagens konsumenter hitta varumärken och företag som faktiskt lever upp till förväntningarna? 

Det finns många potentiella informationskällor, men störst förtroende har konsumenterna för varandra – följt av betyg och omdömen. 89 % av konsumenterna har ett väldigt högt eller medelhögt förtroende för muntliga rekommendationer. Motsvarande siffra för betyg och omdömen är 85 %. 

Förtroendet för muntliga rekommendationer och omdömen är två till tre gånger så stort som förtroendet för andra informationskällor såsom magasin, annonsering och varumärkens webbsidor. Jämfört med kända influencers på sociala medier är det tre gånger så sannolikt att en konsument har ett väldigt högt förtroende för betyg.

__4. Etik och hållbarhet påverkar konsumentens köpbeslut__

Undersökningen visar att varumärken inte har råd att skjuta etik och hållbarhet på framtiden – konsumenternas köpbeslut påverkas redan idag av dessa frågor. Drygt hälften av (54 %) konsumenterna uppger att rapportering kring arbetsförhållanden och hållbarhetsfrågor har påverkat deras köpbeslutnär det kommer till mode.  

Nästan lika många (41 %) har påverkats av rapportering kring mångfald och inkludering. Ungefär en tredjedel (33 %) har påverkats av varumärken som inte lever upp till sina etiska värderingar.

Med tanke på att konsumenter har två till tre gånger högre förtroende för muntliga rekommendationer respektive konsumentbetyg än för media, är det hög tid för varumärken att inse vad den medvetna konsumenten faktiskt efterfrågar vad gäller etik och hållbarhet – och visa att man tar ansvar i dessa frågor. Det är helt enkelt förtroendeingivande, och kan resultera i rekommendationer. 

__5. Varumärken kan dra nytta av vad som är viktigt för konsumenterna__

Konsumenterna är tydliga med vad de faktiskt vill se från varumärken och företag inom modebranschen. På delad första plats (46 %) hamnar goda arbetsförhållanden genom hela logistikkedjan, respektive klimatsmart paketering. Det här är tätt följt av återvinningstjänster (41 %), som hamnar på tredje plats.  

Låt oss nu analysera konsumentbeteendet i detalj. 

## Inledning: Varumärkens värderingar värderas högst

Konsumentbeteendet befinner sig i en förändring när det kommer till att handla kläder, och det här är någonting som kan komma att förändra hela modebranschen.

Den globala pandemin har påskyndat en utveckling där etiska och hållbara produkter premieras. En ökad medvetenhet återspeglar sig i konsumentbeteendet, vilket ställer krav på varumärken. Konsumenter vill helt enkelt välja varumärken som lever upp till de värderingar som anses vara viktiga. 

Mot denna bakgrund har London Research, i samarbete med Trustpilot, genomfört en konsumentundersökning som visar på vikten av etik och hållbarhet. Konsumenter från Storbritannien, USA, Frankrike, Nederländerna, Italien och Sverige har fått svara på frågor kring vad de vill se mer av från varumärken och företag inom modebranschen. 

Hur ser konsumenternas förväntningar ut? Och hur kan varumärken få deras förtroende?

### Hållbarhet är viktigare än reor

[En undersökning från McKinsey](https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion) har redan visat hur nedstängningar förändrat modekonsumenternas prioriteringar, och nu anses arbetsförhållanden och hållbarhet vara långt viktigare än realisationer och rabatter. 

Enligt modeskribenten Olivia Pinnock är detta en viktig förändring. Pinnock är initiativtagare till [The Fashion Debates](http://www.thefashiondebates.com/), där modebranschen kan samlas för att diskutera hur man kan gå en mer hållbar framtid till mötes.  

“Under 80- och 90-talet uppmärksammades skandaler med ‘sweatshops’, men problemet tycks ha sopats under mattan”, säger Pinnock. 

“Idag finns däremot en generation som inser att det inte är etiskt försvarbart att handla en t-shirt för 50 kronor, när så många människor är en del av tillverkningen och logistikkedjan. Det finns också många chefer som aktivt driver förändring, eftersom de inte vill vara en del av branschens förflutna.”

Pinnock tror på arbetet för förändring och en förändrad inställning bland konsumenterna. I detta identifierar hon dock två stora utmaningar. “Lågpriskedjorna värnar inte arbetarnas rättigheter, och billiga kläder har blivit en konvention”, förklarar hon.

“Det här har gett oss en skev uppfattning kring vad det kostar att producera kläder. Det är också en tillgänglighetsfråga. Den stora majoriteten av kläder, frånsett under en pandemi, inhandlas i butiker och det är de stora lågpriskedjorna som har råd att öppna flertalet butiker i varje stad.” 

### Försiktiga konsumenter

Det är knappast förvånande att det mitt under en global pandemi läggs mindre pengar på kläder och mode. Konsumenterna uppger antingen att de ligger på liknande nivåer som tidigare, eller att de minskar sina utgifter.

I genomsnitt är det 28 % av de tillfrågade som uppger att de spenderar mer. En fjärdedel (25 %) spenderar lika mycket som förut, medan närmare hälften (47 %) uppger att de spenderar mindre. 

Figur 1

Som framgår av figur 2 är fritidskläder och bekväma kläder att bära hemma de kategorier som ökat mest – dubbelt så mycket som kategorin lyxprodukter och klart mer än dressade kläder.

Nedstängningar och social distansering har helt enkelt resulterat i att kläder som används hemma prioriteras framför mer formella kläder till kontoret, eller för den delen lyxprodukter till utekvällen.


Figur 2

- Bland länderna som ingår i undersökningen är det konsumenter i USA som är mer sannolika att spendera mer på bekväma kläder (28 %), skor (20 %), dressade kläder (20 %) och lyxprodukter (15 %).
- Storbritannien befinner sig i en djup lågkonjunktur, vilket kanske kan förklara att brittiska konsumenter är mest försiktiga. En dryg femtedel (22 %) uppger här att de dragit ner på modekostnaderna med mer än hälften.

### Elefanten i rummet

Det är tydligt att konsumenterna blivit mer försiktiga när det kommer till att köpa kläder. I takt med att globala lågkonjunkturen vänder kommer det också gå att se huruvida denna förändring handlar om ekonomi, miljö eller både och.

Att minska konsumtionen är enligt Olivia Pinnock “elefanten i rummet”. 

Utöver att hålla utkik efter fairtrade-märkning och engagemang för rättigheter och hållbarhet, tror Pinnock att konsumenter snart kommer inse vikten av att köpa färre kläder. 

Laurel Wolfe, marknadsansvarig vid [Klarna](https://www.klarna.com/) är inne på samma spår.

“Pandemin har fått oss alla att reflektera över hur, var och varför vi handlar – både online och i butik, eller med mindre, lokala varumärken”, säger Wolfe.

“Vi försöker hjälpa konsumenter bli mer medvetna, så att de handlar produkter som de verkligen kommer använda och uppskatta. Tillsammans med influencers har vi lanserat kampanjer där vi uppmanar konsumenter att tänka efter både två och tre gånger, i linje med råden vi ger på vår sajt. Det handlar om att fråga sig själv ifall man kommer uppskatta och använda produkten, och om den är värd priset.”  

Budskapet belyser övergången från “fast fashion” till ett mer medvetet mode, som premierar arbetsförhållanden och hållbarhet. 

## Konsumenter har förtroende för betyg, omdömen och varandra

Med en minskad budget ökar behovet av att göra rätt val. För konsumenterna är detta inte längre bara en fråga om passform eller pris. 

Vår undersökning visar att konsumenter dras till varumärken som visar att de tar ansvar för både arbetsförhållanden och hållbarhet. Men hur kan konsumenterna få förtroende för företag i dessa frågor, som kan spela en avgörande roll i ett köpbeslut? 

Undersökningen ger tydligt svar på denna fråga: konsumenter litar på varandra. Muntliga rekommendationer från familj och vänner är den mest förtroendeingivande informationskällan. 44 % av de tillfrågade har ett högt förtroende för dessa rekommendationer, tätt följt av betyg och omdömen från konsumenter (36 %) (Figur 3).


Figur 3

89 % av konsumenterna har ett högt eller medelhögt förtroende för muntliga rekommendationer, och motsvarande siffra för betyg och omdömen är 85 %.

Dessa två kategorier är två till tre gånger mer förtroendeingivande än andra informationskällor såsom magasin, annonser och sociala medier.

Modebranschen är fylld till bredden med kända designers, modeller och kändisar vars klädval dagligen uppmärksammas. Vår undersökning visar emellertid att kända influencers som informationskälla har lågt förtroende hos närmare två tredjedelar av konsumenterna (63 %).

Modekonsumenter vill helt enkelt kunna fatta medvetna köpbeslut, och till sin hjälp tar de helst muntliga rekommendationer eller omdömen och betyg.


The Savile Row Company visar upp sitt Trustpilot-betyg på sin webbsida. Undersökningen visar att betyg och omdömen, tillsammans med muntliga rekommendationer, är de mest förtroendeingivande informationskällorna.

p10-image1

- Konsumenter i USA och Italien har högst förtroende för omdömen (43 %).
- Konsumenter i Sverige och Nederländerna  har högst förtroende för muntliga rekommendationer (49% respektive 48%).

## Etik, hållbarhet och kundlojalitet

Idag vill konsumenter inte bara att kläderna ska passa deras stil och budget, utan även deras värderingar. De vill helt enkelt kunna lita på att företaget i fråga står upp för det som anses vara viktigt. Allt fler vill se att företag är etiska och hållbara.

Fler än fyra av fem konsumenter (82 %) skulle “definitivt” (31 %) eller “troligtvis” (51 %) sluta handla från ett företag med bristande etik (Figur 4).


Figur 4

Med andra ord är det viktigt för varumärken att göra etiska frågor till kärnfrågor för sin varumärkesstrategi. Medan närmare en tredjedel definitivt skulle överge ett varumärke som agerar oetiskt, skulle närmare hälften åtminstone överväga det.  
Det här är inte en fråga att skjuta på framtiden. Marknaden har redan nått en punkt där negativ publicitet kring ett varumärkes etik innebär förlorade kunder. 

Över hälften av konsumenterna (54 %) uppger att rapportering kring arbetsförhållanden och hållbarhet har påverkat från vilka varumärken de handlar eller inte handlar modeprodukter (figur 5). Nästan lika stor andel har påverkats av ett modeföretags ställningstaganden vad gäller mångfald och inkludering (41 %), och 33 % har påverkats av ett varumärke som inte lever upp till sina värderingar (så kallad “slacktivism”).


Figur 5

Sophie Slater, medgrundare till det etiska och hållbara modevarumärket [Birdsong](https://birdsong.london/) är inte förvånad över resultaten. Företagets anställda i London får en så kallad London Living Wage (levnadslön i London) för att producera kläder tillverkade av ekologisk bomull, vilka förpackas av en välgörenhetsorganisation som stöder vuxna med inlärningssvårigheter. För att skydda sin personal mot covid-19 har man stängt ner produktionen, vilket möjliggjorts av medvetna kunder som har förståelse för förseningar.

“Under några år nu har modeföretag pratat om hållbarhet, men under det senaste året har allt fler börjat prata även om etik”, säger Slater. 

“Människor har fått se hur arbetare behandlas i sweatshops i Leicester (i Storbritannien) av välkända varumärken… ‘fast fashion’ har fått mycket negativ publicitet. Genom positiv publicitet och sociala medier kan vi få ut vårt budskap till de som motiveras av inkludering och etiskt agerande – och dessa personer är beredda att betala lite mer för kläder som de vet är producerade av människor som får en levnadslön i London.” 

- Konsumenterna i Italien är de som påverkas mest av mediarapportering. Mer än tre fjärdedelar har påverkats av rapportering om ett varumärkes etik (79 %) och arbetsförhållanden (77 %). Kanske är detta ett resultat av att Italien är det land i EU som producerar mest kläder, varför dessa frågor ligger italienska konsumenter nära. 

## Goda arbetsförhållanden och miljömedvetenhet är förtroendeingivande

En positiv utveckling för modebranschen som helhet är att över 28 % av konsumenterna uppvisar antingen ett “väldigt” (9 %) eller “ganska” (19 %) högt förtroende för modevarumärkens etiska principer.

Samtidigt uppger tyvärr av 26 % av konsumenterna att de antingen har ett “väldigt” (7 %) eller “ganska” (19 %)  lågt förtroende. 

Figur 6

En fjärdedel av marknaden har förtroenden för branschen, samtidigt som en fjärdedel inte har det. Detta innebär att närmare hälften av konsumenterna befinner sig någonstans i mitten, med ett medelhögt förtroende för branschen.

Med tanke på att fyra av fem av de tillfrågade också är beredda att välja bort ett varumärke som inte agerar etiskt och hållbart, är det framgent viktigt för varumärken att fokusera på övertyga de som i nuläget är neutrala.

Det ekologiska modevarumärket
 [SANVT](https://sanvt.com/) utgör ett exempel på hur man kan arbeta mer hållbart. Medgrundaren och marknadschefen Benjamin Heyd förklarar hur företaget använder sig av ekologisk bomull och undviker skadliga kemikalier i färgningen av sina kläder. För företaget är det också viktigt med transparens. 

“Vi påverkar miljön så lite som möjligt och säkerställer goda arbetsförhållanden genom att använda en fabrik i Portugal”, säger Heyd.

“Genom en digital guidning i fabriken kan konsumenterna se själva att vi håller en hög standard. Vi har inte reakampanjer, utan satsar istället på att klimatkompensera genom att erbjuda ökad trädplantering när kunderna köper nedsatta produkter. Jag tror inte att hållbarhet är den viktigaste frågan när konsumenter ska välja varumärken ännu, jämfört med passform och design. Men långsiktigt är jag övertygad om att det kommer bli den viktigaste frågan, och att varumärken kommer behöva visa konsumenter att de arbetar etiskt och hållbart.”

- Sverige och Nederländerna uppvisar lägst förtroende för varumärken och företag inom mode. Endast 4 % av konsumenterna på dessa marknader uppger ett väldigt högt förtroende. För Frankrike är motsvarande siffra 5 %.
- USA står för den största andelen med väldigt högt förtroende för varumärken och företag inom mode. 14 % av konsumenterna uppger här ett väldigt högt förtroende, och 20 % uppger ett ganska högt förtroende.
- Totalt sett är det Italien som visar högst förtroende för varumärken och företag inom mode. Över en tredjedel (39 %) av konsumenterna på denna marknad har ett väldigt (8 %) eller ganska  (31 %) högt förtroende.

## Konsumenter söker sig till medvetna modevarumärken

Idag väljer konsumenter bort de varumärken som inte agerar etiskt och hållbart. Man förväntar sig också att varumärken ska värna mångfald och inkludering. 

Vad innebär då detta i praktiken för varumärken och företag inom modebranschen? Vilka strategier, engagemang och tjänster vill medvetna konsumenter se mer av i framtiden? 

Upp emot hälften av de tillfrågade konsumenterna (46 %) vill se bättre arbetsförhållanden och mer miljövänlig paketering. 40 % vill se fler återvinningstjänster, och 36 % vill se initiativ för att minska koldioxidavtrycket (se figur 7).

De tillfrågade konsumenterna kunde här välja upp till tre alternativ.

Figur 7

För varumärket [The Savile Row Company](https://savilerowco.com/) är det ingen nyhet att mijövänliga förpackningar toppar listan tillsammans med goda arbetsförhållanden.

Marknadsansvariga Lee-Anne Harris förklarar att företag har ersatt plastpåsar med biologiskt nedbrytbara påsar, samtidigt som man använder sig av klädklämmor av papper istället för plast.

“Våra Trustpilot-omdömen visar att kunder uppskattar återvinningsbara förpackningar och biologiskt nedbrytbara påsar”, säger Harris. 

“För oss var det en självklarhet att agera i enlighet med våra värderingar, och vi var övertygade om att våra kunder skulle dela dessa värderingar.”


The Savile Row Company har ersatt plastförpackning (till vänster) med återvinningsbar pappersförpackning (till höger).

The Savile Row Company har ersatt plastförpackning (till vänster) med återvinningsbar pappersförpackning (till höger).)

Enligt Harris är återvinningsbara förpackningar fortfarande ett uppskattat inslag, snarare än en branschstandard. Men hon tror också att det bara är en tidsfråga innan kunderna “kräver att modeföretagen tar sitt ansvar vad gäller plastanvändning.” För varumärken är det hög tid att förbereda sig för denna framtid. 

- De amerikanska konsumenterna vill i framtiden se mer välgörenhet (35 %), mer inkluderande produktutbud (27 %), mångfald i marknadsföringen (26 %) och ställningstaganden i sociala frågor (24 %).
- Sannolikt är detta ett resultat av de sociala orättvisor som uppmärksammats av Black Lives Matter-rörelsen. Stödet för varumärken som tar ställning i sociala frågor är mer än dubbelt så högt i USA än i de andra länderna som ingår i undersökningen, bortsett från Italien. 

## Fyra förtroendeingivande faktorer

Vad är det konsumenter letar efter för att få förtroende för ett modevarumärke? Faktum är att det inte någon enskild egenskap som här är avgörande. Över hälften av konsumenterna (58 %) söker efter sammanlagt fyra förtroendeingivande faktorer. (figur 8).

Dessa faktorer är öppenhet kring värderingar och policyer, fairtrade-märkningar, omdömen och betyg på både företagets webbplats och oberoende plattformar.


Figur 8

Dessa förtroendeingivande faktorer är någonting som återförsäljaren av lyxprodukter [FARFETCH](https://www.farfetch.com/) har koll på. Thomas Berry, som ansvarar för företagets arbete med hållbarhet, berättar att man inte bara hjälper sina kunder att göra mer medvetna köp, utan att man också försöker förlänga produkternas livslängd i form av återförsäljning

“Som en del av vår hållbarhetsstrategi ‘Positively FARFETCH’ har vi ett brett utbud hållbara produkter som kunderna kan hitta antingen med våra filter eller våra redaktionella urval, och på så sätt att försäkra sig om att de kan handla bevisat hållbara produkter”, säger Berry. 

“Vi har även två tjänster som hjälper våra kunder att förlänga livslängden för oanvända produkter. ‘FARFETCH Second Life’ är en tjänst som kunderna kan få en prisuppgift på en handväska, varpå vi ordnar en upphämtningsplats, verifierar produkten och därefter lägger till motsvarande kredit på deras FARFETCH-konto. ‘FARFETCH Donate’ fungerar på samma sätt, men där pengarna till välgörande ändamål som kunden själv väljer, samtidigt som kunden får en tredjedel av beloppet insatt på sitt FARFETCH-konto. Både tjänsterna förlänger produkternas livslängd och bidrar till minskad miljöpåverkan.”

En tydlig indikation på vikten av hållharbet är att FARFETCHS hållbara produktlinje “Consicous” är det segment vars försäljning ökar överlägset snabbast bland företagets samlade produktutbud. Vad gäller modebranschen som helhet uppskattar Berry att nya kläder kommer ha en tillväxt på 3 %, medan han uppskattar motsvarande siffra för vidareförsäljning att landa på 15-30 %. 

## Slutsatser

Inom kläder och mode kommer design, passform och pris fortsätta vara viktiga faktorer även i framtiden. Med detta sagt kan vi konstatera en ökad medvetenhet bland konsumenter vad gäller etik och hållbarhet, vilket påverkar valet av varumärken.

Den globala pandemin har påskyndat denna utveckling. I samband med att konsumenterna tvingats prioritera vad de anser vara viktigast, har man värdesatt varumärken som tar ansvar för både arbetsförhållanden och hållbarhet.

En undersökning från Cardiff University visar att andelen britter som anser att klimatfrågan är akut  ökade från 62 % till 74 % mellan augusti 2019 och augusti 2020. Vidare lovar närmare hälften av Storbritanniens invånare (47 %) att flyga mindre än vad man gjorde innan pandemin, när restriktionerna släpps. I USA rapporterar media att färre bilresor till jobb kan ha resulterat i att utsläppen av luftföroreningar minskat med hela 30 %. 

Att det här är viktiga frågor även för modebranschen råder det inga tvivel kring, då 
fyra av fem konsumenter uppger att de skulle sluta handla produkter från ett varumärke om det skulle framkomma att varumärket inte agerar etiskt eller hållbart. Hälften av konsumenterna uppger att de redan har undvikit modeföretag som fått negativ publicitet till följd av bristande etik och hållbarhet. Med andra ord är det här frågor som varumärken inte har råd att skjuta på framtiden.

__Konsumenterna är tydliga med sina önskemål. De vill att varumärken och företag inom mode ska:__

- Behandla alla inblandade i logistikkedjan rättvist
- Producera kläder med så lite miljöpåverkan som möjligt
- Använda sig av återvinningsbara förpackningar
- Förlänga klädernas livslängd genom återvinning
- Arbeta aktivt med koldioxidminskning
- Kommunicera sina värderingar och leva upp till dessa

Genom att anpassa sig efter detta kan varumärken och företag vinna ökat förtroende hos den majoritet som idag har medelhögt förtroende för modebranschen.

Vad gäller förtroende är det viktigt att komma ihåg att konsumenter litar på varandras råd och omdömen två till tre gånger så mycket som modemagasin, sociala medier och annonser. Kända influencers är i sammanhanget den informationskälla som modekonsumenterna litar minst på, vilket man som marknadsförare bör ha i åtanke.

Sammanfattningsvis vill konsumenterna se ett mer etiskt korrekt och hållbart mode, och de är beredda att välja de varumärken som enligt muntliga rekommendationer och omdömen lever upp till dessa värderingar. 

### Metod

På uppdrag av Trustpilot genomförde London Research i september 2020 en undersökning med 2800 konsumenter fördelade mellan Storbritannien (1000), USA (1000), Frankrike (200), Nederländerna (200), Italien (200) och Sverige (200). 

Undersökningen genomfördes med hjälp av en undersökningssida från Toluna. London Research genomförde också ett antal intervjuer för denna undersökning.

### Tack

London Research och Trustpilot vill rikta ett särskilt tack till följande personer för deras bidrag till denna rapport: 

- Thomas Berry, Global Director of Sustainable Business, FARFETCH
- Lee-Anne Harris, Marketing Director, The Savile Row Company
- Benjamin Heyd, Head of Marketing and Co-Founder, SANVT
- Olivia Pinnock, Fashion Writer and Creator of The Fashion Debates
- Sophie Slater, Co-Founder, Birdsong
- Laurel Wolfe, VP Marketing, Klarna

Varför är etiska och hållbara varumärken modebranschens framtid?

the new face of seo is aeo

Users are seeking a solution to a problem or the answer to a question. That has always been the case. Search engines have provided a list of options from which to choose but they have struggled to provide one single solution or answer. That’s starting to change.

- Both Google and Bing are increasingly capable of offering the correct answer.
- The devices that provide the answer are becoming increasingly ubiquitous (mobile phones, voice assistants, watches, in-car assistants...).
- As Google and Bing improve, their users are increasingly comfortable accepting the unique solution they propose. 

These changes present new challenges - but also offer phenomenal opportunities for companies.

### Converting Google and Bing’s users into your clients

Your aim, as a company, is to make sure that Google and Bing understand when you can offer the correct answer for a user for a given need at a given time and that they consider your answer to be the best. If you can do that, search engines will send their users to your site and those users can become your clients.

__How can you ensure the interactions between users and search engines turn out positively for you?__

### Optimising for Answer Engines - The Two Pillar Strategy

__Google is looking for:__

- Understanding
- Credibility

__So you need to:__

- Communicate
- Convince

You need to communicate to Google that you have the solution or answer for a given problem or question and prove that your solution or answer is better than your competitors.

This guide will provide an 8-point checklist on how to communicate and convince answer engines through understanding and credibility.

## Communicate to create Understanding

Communication provides understanding to Google and Bing so they know who you are and what you do. If you can communicate that, and provide sufficient corroborated information, these search engines will give you a place in their knowledge graphs and the opportunity to be provided as a definitive answer. There are four steps in communication to ensure your company is ready for the answer engines of tomorrow.

### 1. Leverage structured data

[Schema.org](http://schema.org) markup provides a way to present the information in your webpages to Google and Bing in a format they can easily and reliably understand. Use
basic information such as Corporation, Product, Offer, and more to explain who you are and what you do, then expand on this by giving details about you and your offers using attributes such as address, brand, price, etc. You can explain pretty much anything in this manner, and we recommend that you use schema.org markup extensively. 

### 2. Use semantic HTML5

Semantic HTML5 is an additional way to present information to Google and Bing in an easily digestible manner. By using semantic HTML5 tags such as article and navigation, you can identify parts of the page so Google can better understand and concentrate on the content that is central to the message your page is providing to the user. 

You can also give the content of the page structure using HTML tables and special HTML5 tags. Find out more [here](https://www.w3schools.com/html/html5_intro.asp).

### 3. Maintain owned and third-party channels

Multiple sources corroborating and confirming the information you provided in steps 1 and 2 will reinforce Google and Bing’s understanding. Owned and
semi-controlled channels are easy to manage and include your company’s website, EV SSL certificates, your social accounts, review sites like Trustpilot, and other relevant third-party channels that you can affect. Sources you have no control over send stronger signals and include
news sites, Wikipedia, and government sites. The more signals you can generate through various pertinent and trusted channels, the better. This is very much an ongoing task as new channels emerge and existing ones
shift in value.

### 4. Keep your company’s identity consistent

Ensure that all the information about you, wherever it appears, is accurate and up to date. The better you can manage to be consistent across the web, the more confidence Google and Bing will have in the veracity of the information you provided in steps 1, 2, and 3. Start with your social accounts, business accounts, government sites build a qualitative and quantitative review platform portfolio, and then move onto asking third party sites to update information about you (they often oblige). This is another ongoing undertaking, but is absolutely essential.

## Convince using Credibility

Your aim is to convince Google that you are the most credible available
solution. If you provide more powerful positive credibility signals than your competition, these search engines will consider you to be the best solution in your market and offer you as the best (objective) answer. This is the second pillar necessary for the answer engines of tomorrow - and consists of four steps.

### 1. Get reviews and ratings

Customer feedback, and therefore reviews, are an incredibly strong credibility signal. Reach out to happy customers post-sale by email or SMS and make it easy for them to give you a review on a third party platform.

Reviews you collect yourself have little value for AEO. Choose 3 or 4 platforms to begin with. There are two main questions to think about when choosing the right review platforms:

- Which review platforms do your prospects use and trust?
- Is the review platform credible?

The credibility of the platform that publishes a customer review carries significant weight in Google’s measure of that review’s importance. Everyone gets negative reviews. For brands with over 80% positive feedback, it is sheer quantity that makes the difference. 

__Google will prefer a brand that has 10,000 reviews giving an average of 80% over a brand that has 100 reviews with an average of 85%.__

### 2. Engage in and encourage social feedback

Get positive social buzz and chatter to generate a very strong credibility signal. To generate buzz, keep a constant flow of content on social channels:

- Engage with your clients
- Reach out to prospects
- Get your content out there
- Share other people’s great content

The sheer quantity of social chatter makes it impossible for Google to crawl and index everything in this field. Some estimates suggest that it manages to crawl 35% of Facebook. If that is true, social chatter needs to be three times more voluminous than any review or press activity in order to have the same effect. So, although much of it goes unseen, a constant low-level buzz is vital for this channel. Should your brand go viral, you will become a focal point that Google will remember.

### 3. Obtain quality third-party mentions via press and thought leaders

Links remain important, but an intelligent machine understands, and gives credit to, brand mentions (so-called linkless links). So, reach out and get quality mentions from relevant thought leaders. Although we often think of thought leaders as individuals, brands and sites can be considered thought leaders.

Mentions and (better still) reviews from thought leaders are very powerful. Getting a thought leader, whether it’s a brand, site, or person, to talk about your brand in a relevant, positive context will send an incredibly powerful credibility signal to Google - well worth pursuing.

### 4. Optimise user experience

Identifying a user’s “moment of satisfaction” is the most difficult to pin down, but potentially the most important. Google is looking to identify the moment when its user has found the solution to their problem or the answer to their question. Google is not there yet, but is rapidly developing the capacity to identify this moment and base its results accordingly. 

You need to make sure that user behaviour on your site reflects the fact that you have provided that user with the correct solution or answer at the right time. 

Make landing pages fast, attractive, pertinent, and intuitive. Use the same vocabulary as your users and make sure you address their problem or question and clearly indicate that you have the answer for them.

To see how well you are doing, track such metrics as: page load speed, bounce rate, dwell time, visit depth and conversion rate. To help improve user experience on your landing pages, you can use one of the many A/B testing and user session analysis solutions.

__Understanding and credibility are the two deciding factors in a future where Google and Bing deliver definitive answers to their users with increasing accuracy. If you want to be leading the field in the years to come, you must seek to communicate and convince. Starting today.__

__If you'd like to learn how reviews can help you improve your AEO, request a free demo below.__

The new face of SEO: Answer Engine Optimisation 

The beginner's guide to site speed for SEO 

Site speed is one of the factors Google considers in their ranking algorithm. So if your site has slow loading times, it could affect your SEO.

[53% of mobile users](https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/) won’t wait more than 3 seconds for a site to load and every second that shoppers have to wait after the 3 second loading mark costs them 7% in conversion. 

And this problem can start before visitors even have a chance to reach conversion or your website. Site speed is one of the factors Google considers in their ranking algorithm. So if your site has slow loading times, fewer people will even reach your website. Potential customers coming from search could end up visiting one of your competitors instead and it may just be the competitor who decided to pay attention to site speed. 

Never forget — the average mobile site takes [15 seconds to load](https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/). So, chances are, your site speed has probably already been negatively affecting your business in terms of SEO and conversion. 

To help you clean this up, we’ve rounded up some factors to consider that can help you improve your site speed.

## Diagnosing your site speed

First things first. If you aren’t sure of your current speed, [Page Speed Insights](https://chrome.google.com/webstore/detail/google-pagespeed-insights/edbkhhpodjkbgenodomhfoldapghpddk?hl=en) by Google is a great way to test your site speed and see where you are currently. Once you do this, you can figure out where to make changes to get that load time even shorter. 

In short, it’s a Google Chrome extension that will quickly give you your PageSpeed score. You’ll also be directed to some insights with further stats to help you understand the score.

## How can you improve your site speed?

### Minimize and simplify redirects

Redirects on your website are a great thing if you’ve ever had to de-index pages on your site. They help you guide your visitors where you need them to be, to find the information they want. 

But if you have too many redirects, this can [significantly impact your site speed](https://moz.com/learn/seo/page-speed). Look into your redirects and make the number of steps to the correct URL as short as you can, while still guiding your visitor where they need to be. 

### Resize your images

Are your images compressed for the web? Size and format can both affect site speed so make sure they are as small as they can be. If you have .png images you may be able to switch them to compressed .jpg images to help speed up your site. 

Image sprites in CSS may also be able to help. If you have a lot of different image files on your site (and each need to load individually) it may be easier to use a sprite to send them all to your site as a single image. There are quite a few [free tools](https://www.shutterstock.com/blog/resize-images-for-web) to help you easily do this. 

### Look into using Content Delivery Networks, also known as CDNs

[Content delivery networks (CDNs)](https://mashable.com/roundup/best-content-delivery-networks/) make data load faster because they use a group of servers that are located in different geographical locations. Wherever a user is, their pages will load from the server that is physically closest to where they are. This helps your load times decrease significantly. If your load times are higher than you want them to be and the other fixes aren’t working for you, this might be worth exploring for your site. 

### Make sure your third party apps aren't slowing you down

There are a large number of eCommerce technologies that you can use on your site to make the experience easier, and more efficient for your customers. The problem is that these sites often need to fetch a lot of data, which can significantly decrease your site speed. 

This isn’t dependent on your eCommerce platform, either. If a third party has a negative impact on site speed, it will do so regardless of which platform you’re on. 

That’s why it’s important to look into which third parties you’re working with and check how they’re ranked on site speed performance. [Yottaa](https://www.yottaa.com/), an optimization tool for eCommerce sites, puts together [this report](https://www.yottaa.com/resources/2019-ecommerce-3rd-party-index/) each year, which lets you look at the top players in eCommerce and see how working with them will affect your site. 

It’s great to have handy when you’re looking for a new eCommerce solution and you want to check their speed performance. 

## Do reviews affect site speed? 

Because customer reviews tend to be part of such a large scale database, they can be pretty bad offenders in terms of slowing down site speed. As you can see, most of the review platforms available have either an inconsistent negative performance impact (yellow) or a consistent negative impact on performance (red). 

Guider och rapporter

Varför skriver människor negativa omdömen?

Öka din synlighet i sökresultat

The new face of SEO: Answer Engine Optimisation

The beginner’s guide to site speed for SEO

How to use SEO to build your eCommerce reputation — a quick guide

Bygg upp ett förtroendeingivande varumärke

Effekten av kundbetyg och omdömen i europeisk reklam

Den kompletta guiden till marknadsföring med omdömen (uppdatering, 2021)

Varför är etiska och hållbara varumärken modebranschens framtid?

Förvandla dina besökare till kunder

The complete guide to marketing with customer reviews

Trustpilot Consumer Insights: 2020 Holiday Readiness Guide

7 Tried and tested conversion strategies

Dra lärdom av dina kunder

Trustpilot Consumer Insights: 7 Must-knows for this holiday season

Understanding COVID-19’s impact on business + imagining a post-pandemic world

Consumer finance report: How Covid-19 is impacting banking and payments