A candid discussion: Brand purpose and honesty in marketing

A candid discussion: Brand purpose and honesty in marketing Preview

In this webinar, our experts discuss the importance of brands adopting an ethical stance and purpose, and how you can implement a purpose-driven marketing strategy.

If you found this webinar inspiring and would like to discuss this topic further with a reputation expert, why not book a free Trustpilot demo? It's quick and easy, just click the link below.

Brand purpose and honesty in marketing – a candid discussion

Guarda i nostri webinar e i video in cui Trustpilot condivide le ultime novità dal mondo delle recensioni, per rafforzare e far crescere la tua reputazione sul web, dalla raccolta di recensioni al potenziamento della tua strategia di marketing online.

Webinar e video | Il Blog di Trustpilot

Webinars and Videos

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IT on Demand Webinar

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On Deman Video - Come migliorare il tuo Digital Customer Journey in tempi incerti

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Grazie mille!

Come migliorare il tuo Digital Customer Journey in tempi incerti

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#### Vuoi massimizzare il tuo ROI migliorando la tua strategia digitale nel 2020? 

Puoi sfruttare in molti modi le recensioni dei tuoi clienti per generare più traffico sulle tue pagine web e aumentare il livello di fidelizzazione del tuo pubblico: la SEO, la condivisione sui social, gli annunci su Google, il retargeting, gli annunci Facebook, le campagne SMS e molto altro. Nel corso di questo webinar scopriremo come ottimizzare il tuo [Digital Customer Journey](https://emarsys.com/learn/blog/creating-personalized-experience-across-digital-customer-journey/) e discuteremo, sulla base di esempi concreti, di come le recensioni possono migliorare la conversione, il traffico e le prestazioni complessive.

Sarà un'ottima occasione per conoscere le possibilità che il marketing digitale ha da offrire alla tua azienda e per capire in che modo puoi [migliorare il tuo business sfruttando le recensioni](https://it.business.trustpilot.com/reviews/build-trusted-brand/come-utilizzare-le-recensioni-nella-strategia-di-marketing) dei tuoi clienti.

Portrait photos presenting the experts on this webinar 'Come migliorare il tuo Digital Customer Journey in tempi incerti'

Come migliorare il tuo Digital Customer Journey in tempi incerti - Meet our experts

IT Webinar - Incontra i nostri esperti - Come migliorare il tuo Digital Customer Journey

### Nel corso del webinar scopriremo:

- Il concetto di riprova sociale: come sfruttarla con le recensioni?
- Come migliorare le prestazioni delle tue campagne di marketing digitale attraverso le recensioni dei clienti
- Quali tecniche puoi applicare per migliorare il tuo CTR e le tue conversioni sul sito

####  

Driving engagement with reviews and customer centric content

In this webinar, we'll cover everything you need to know about customer-centric content, and how you can use it to drive engagement with visitors.

Ready to start leveraging customer-centric content? Sign up for free below!

Driving engagement with reviews and customer-centric content

UGC - why its effective & how to maximise it

In this webinar, our experts discuss everything user-generated content related. How to use it, how to master it, and why every brand should be showcasing it.

Ready to get started? Sign up for a free Trustpilot account today!

User-generated content: why it's effective + how to maximize it

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team meeting - SE Webinar

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On Demand Video - Come impostare una strategia per le recensioni dei clienti, in grado di incrementare le tue vendite

Come impostare una strategia per le recensioni dei clienti, in grado di incrementare le tue vendite

#### Vuoi scoprire come le recensioni possano far crescere la tua azienda? 

In questo webinar ti spiegheremo, attraverso i consigli dei nostri esperti e le loro dritte sulle buone prassi da seguire, come le attività commerciali utilizzano le recensioni online.

A conclusione dell’evento sarai in grado di pianificare una strategia tutta tua, basata sulle recensioni. Mettere i clienti al centro del tuo business non solo aiuta a migliorare il loro livello di soddisfazione, ma consente anche al tuo brand di accrescere il proprio valore e la propria reputazione, migliorando al contempo le prestazioni complessive del tuo marketing.

Cosa aspetti? Iscriviti per scoprire di più!

#### Nel corso del webinar scopriremo:

- Come il tuo brand può costruirsi una buona reputazione online;
- Come ottenere delle buone recensioni;
- Come aumentare i tuoi tassi di conversione attraverso le recensioni;
- Come usare le recensioni per migliorare la tua SEO.

Come impostare una strategia per le recensioni, in grado di incrementare le tue vendite

Improving your online reputation with reviews

In this Trustilot webinar, we discuss the important of online reptation, how to build it from scratch, improve and monitor it, and capitalise from a positive online reputation.

Are you worried that negative reviews are hurting your bottom line?

Are you using your positive reviews to improve conversion rates?

In this webinar recording, you'll learn:

- Why your online reputation matters 
- How to monitor your online reputation 
- How to build your reputation from scratch 
- How to change a negative online reputation from zero to hero 
- How to capitalise on a positive online reputation.


Why ignoring your online reputation

Trustpilot tips and tricks: leveraging reviews to build a trusted brand

leveraging reviews across channels

In this Trustpilot webinar, we talk about the importance of social proof today, and talk you through how you can share your customer’s voice across all channels, including social media, to boost confidence and reduce scepticism.

In fact, it's growing so fast that it has now become essential for companies to implement social proof into their omni-channel marketing strategies. Indeed, online customers feel much more comfortable purchasing from a store when presented with evidence that others recommend it.

That’s why in this insightful webinar, two Trustpilot experts share some key concepts that you can start implementing immediately in order to power your business forward.

Watch the recording today, and learn how you can share your customer’s voice across all channels, including social media, to boost confidence and reduce scepticism.

Marketing & Reviews 101

### About Trustpilot

We were founded in Denmark in 2007. The reason it all started was because our CEO's mum was basically shopping online. She was looking for a washing machine. And back in 2007, buying a washing machine online was something that doesn't happen every day. So she was lookhttps://docs.google.com/spreadsheets/d/1s6omllUbvl6Bngo9len-W6dxRqJuz2x0vCqDG7wBL5E/edit#gid=0ing at various different websites, they both sold the same product, but she couldn't decide whom to buy from, because there was no way of knowing which website was most trusted. That's where it stemmed from, the lack of trust for consumers online. And since then, we've had over $173 million worth of investment. That's basically gone into growth to make sure that our product stays at the forefront of reviews. We now span 150 countries, 35 different languages, seven offices with over 800 employees around the globe. We've collected over 100 million reviews for 400,000 businesses around the globe.

### Why are reviews important today?

Reviews do really have an impact. 92% of consumers read reviews before making a buying decision, 44% think the number of reviews is important and 63% of consumers are likely to make a purchase from a site which has user reviews. So you can see, reviews are really important when consumers are looking to buy from you. We find that a lot of consumers will actually do a search on the company. So like company name plus reviews before they make that buying decision and that's where actually the majority of our traffic comes from.

So authentic content. Obviously back in the day, it used to be the brand would tell everyone what the brand should appear as, but this has basically changed now. Consumers are looking more and more for user-generated content. And this basically leads on nicely into the next part.

### Reviews and social proof

So, we've just heard that reviews have an impact on those buying decisions. So now I'm going to talk through the different types of reviews and how you can use these in your business. There are two different types of reviews, there's a service or your brand focused reviews, and then there's product focused reviews. And together, these provide a twofold view of social proof down the entire sales funnel.

There are also two types of reviews within that, that consumers can leave. There's an organic review or there's a verified review. Verified reviews are the ones that give consumer confidence on the authenticity of the review, that is, that it's come from a genuine experience. And another thing about the verified reviews is that they are easier for the consumer to leave. And on top of that, it helps qualify your brand for Google seller ratings, the gold stars that show up against your paid ads.

Now, the way in which we're asking for reviews, is very important and there's many different flexible methods out there. So I'm going to run through a couple of what Trustpilot can offer. So to start with, we need to, of course, understand and follow the consumer through their journey of identifying their need, making a decision, making a purchase and therefore having an experience. And that's when we're going to send that invitation.

### Collecting reviews

So we don't have to wait for people to come to your review profile or to your Facebook page to leave an organic review anymore, we can go to them. And so, there's multiple ways that we can do this, but some of the most popular ways, and for good reason, is how we can do it through our automation method called Automatic Feedback. Sorry about that siren, let's wait a minute. Yeah, is our Automatic Feedback Service. So this is triggered from your CRM or your emailing platform, or you might want to look into using one of our eCommerce plugins like Shopify, Magento, WooCommerce, but we can also help collect verified reviews on your site or even through your own SMSs or emails.

So now, understanding how we can collect review, we need to think about when is best to do so. If we go in too early, we risk a lower conversion rate or misconstrued feedback as it can all be a bit too vague, as the experience isn't yet complete. That being said, asking too late is also not the best thing to do. This can also give us a lower response rate or even worse, they don't remember their experience well enough to give us that qualitive review that we're after. But when we get them in the right spot, we get meaningful and relevant sentiment. Our customer facing teams get a chance to get in early, to turn anyone around and overall the customer is still riding high on the experience.

There's more than one way to help improve review conversions, but here are some of the most effective that we have found. 

Inviting absolutely everybody to leave a review. We don't have to wait for them to come to us, we go to them. This is more than likely to help us get more reviews.

There's also the option to send them a reminder. People do get busy and we forget that we've got an invitation sitting in our inbox. So no one minds getting a small little once-off nudge to leave that review. And then, if none of this works, which it shouldn't, but we can always A/B test, to see what is going to work for your unique set of customers.

### Incorporating social proof throughout the buying journey

We're going to look at a couple of examples of social proof throughout the journey. We'll look at some stats to validate social proof, that is something that we should be considering. So 92% of consumers read online reviews, 84% of consumers say that they trust peer recommendations, but only 22% of brands are actually trusted. So this could be a great gap you're currently missing with your marketing strategy, and a really easy and effective way to be implemented.

So you've got the header. So as soon as people hit the site, they're met with reviews that fills them with the confidence and it shows them that they can trust in your brand, straight from the get-go. And then they're able to just easily scroll through the reviews on site, make an informed decision and decide whether they want to proceed to the next step. You've got the footer, so as you can see, Safe Financial use social proof, it's huge to them. They have all their social platforms in one place, and then dedicated to building their brand reputation. Another great way for consumers to keep them engaged throughout the website.

So Bridgestone, they do more location based reviews, which is something a little bit new to us. We just brought that out, it's pretty cool. So you can obviously understand where potentially, which one's performing best in terms of location. And there could be a particular location that's not performing too well. But more specifically, it gives you again, that social proof on each of your locations. So if someone is looking to potentially come in store, they're then given that extra nudge with all these fantastic reviews, showing that they're going to get great service. And the location based reviews are also pretty good for localized searches, so we can mark up key landing pages and drive click through rate with review snippet stars.

So that was sort of the more service brand focus, but we can jump down into the product reviews. So at that point where the consumer has made a product choice and a selection, displaying product reviews from their peers basically, of what they also thought of the product, is a really good option. It helps generate that FOMO and drives them to make that decision that we want them to, which is to put it into checkout and purchase the chair.

We all have FOMO. But a lot of this has been focused on acquisition and it doesn't just have to be. Reviews can be used, and they should be used, to help turn your customers into returning customers. And we can see here in these retargeting emails, that's exactly what they're doing. Electricity Wizard, being a comparison site, is calling out how many reviews and trusted customers have had an experience with them. The same for rental of Omega Car Rentals.

We also see ads every day that we're on social media. So using trust marks, such as the Trustpilot stars alongside your customer's own words, is also another great way to re target. We know that social proof does help boost that click through rate when it's used across all of the marketing channels.

### Boosting conversions with trust signals

So having reviews on-site can help build your brand reputation and create consumer confidence, but we've done a lot of testament to the companies that we actually work with and so actually displaying reviews throughout the journey. And we've proven that you can convert up to 130% more, but as well, you can actually increase sales up to 315%.

Obviously, that would depend on the amount of traffic that you've got coming to your website. But either way, if you have two identical websites next to each other, one's got loads of fantastic reviews from a third party like Trustpilot, the other one's got no reviews, you're obviously going to choose the one that's got reviews. Pretty simple.

So top of the funnel stuff, so you can integrate the reviews on some of your key landing pages. So you could pick where you appear really well in organic search and basically mark them up with what we call review snippet stars, so they're basically just the stars that appear in organic search. You can also have product reviews, so again, product reviews allow you to integrate the review snippet stars onto each of your product landing pages, but as well, product reviews are actually hosted on your site, so it helps build your SEO for each of your product searches. And obviously, those stars are going to increase click through rate.

And then, last but not least, obviously the PPC, which I would imagine majority of you spend on. We can basically help you achieve the stars within your paid ads as well, because we basically have a license agreement with Google, and on average that will increase your click through rate for your ads by 10%. 

If you'd like to find out more about the importance of social proof to convert browsers into buyers, speak to one of our review experts for free! It's quick and easy, just click the link below.

Marketing & reviews 101: Leveraging your reviews across channels

Reviews and SEO - a complete Trustpilot guide

In this Trustpilot webinar, we explain how to make sure any reviews you collect are contributing to SEO, how to measure the SEO benefit from your reviews, and how to best leverage them in your marketing.

The eternal pairing of reviews and SEO has always been the subject of scrutiny. 

Do reviews help SEO?

How do they help SEO?

Do all reviews help SEO?

Watch our webinar recording below, and learn:

- How to make sure any reviews you collect are contributing to SEO
- How to make the most of your reviews in your marketing
- How to get more reviews
- How to measure the SEO benefit from your reviews.


Reviews and SEO...

### About Trustpilot

Trustpilot is a leading online reviews platform. We're built on openness and collaboration. Our platform is open to all consumers and all companies, while we remain independent of both. Our mission is to become a universal symbol of trust, and we do this by tapping into people's desire to share experiences and make things better. For consumers, we're a place to share, discover, connect with and influence great businesses and awesome experiences. For companies, we're a platform of progress. A way to impress, improve and innovate by simply engaging and collaborating with consumers. All of this means Trustpilot is more than just a rating. The Trustpilot star signifies to the world that a company has nothing to hide, loves its customers and shares our mission to create ever improving experiences for everyone.

Here's some data that backs up how we are a leading online reviews platform. Firstly, our online reach is huge. We have over four billion impressions a month, so this means the Trustpilot brand is seen online over four billion times, and this doesn't even count the offline appearances. We're in the top 1% of most visited websites globally and we have over 18 million reviews to date. We add to this number by over two million reviews every month. For those that know the Alexa rank, by way of traffic, Trustpilot is ranked as the 393rd largest website in the world, which is not too bad going. That number is reducing day by day.

We've talked about Trustpilot's goal, to be a universal symbol of trust. This all revolves around our powerful customer feedback software, but how does this actually help businesses? Well, it brings together three key pieces. We help businesses get better. This means genuine consumers' feedback with insights to learn from and to improve with. It's the ability to see your business from your customer's eyes. By listening to this feedback and acting on it, you can improve, which leads to selling more. As the feedback comes in and your Trustpilot rating improves, you can show off to the world and get seen more too.

So let's move on to how we work with Google. 

### Trustpilot is a Google Review Partner

Trustpilot has a licensing agreement with Google, which makes us one of their review partners. This agreement means that [Google recognizes us as a trusted source of transparent, legitimate customer reviews](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-does-google-care-if-your-business-has-online-reviews-in-2019). These reviews are what Google uses within its search results to help consumers make informed, confident buying decisions. We'll talk about a few of the places online where Trustpilot reviews can be used by consumers.

So this partnership with Google enables businesses to achieve two key things when collecting reviews with us. The first one is Google seller ratings, and these are the stars on Google Ads campaigns that you've probably seen when you search online yourself. Product ratings in Google shopping, and these are the stars that appear next to specific products in Google shopping and on Google product ads. We'll go into more detail on each of these shortly.

Quick disclaimer, and it's important for anything Google-related, not just reviews. But obviously we have no control over Google and what happens and where things appear. As we've all experienced, the algorithm can be adjusted at any time. The recommendations we make are always in line with the best practice and guidelines set out by Google. So with that being said, let's move on to service reviews and take a bit of a closer look there.

### Service reviews and SEO

Service reviews appear on your business's profile page on Trustpilot and can also easily be placed on your website. Typically, these reviews will relate to the business and overall experience the customer has had, so they're not product specific. Other consumers can then read these reviews when considering whether or not to buy from you. So typically there'll be aware of what they want to buy, but they're still deciding on where to buy it from. Service reviews help consumers make a confident buying decision, especially if it's the first time they're buying from you. Any business can have a profile page on Trustpilot for free and start collecting feedback pretty much straight away. As you start gathering review content, it's super easy to then integrate this content throughout your customer's buying journey on your website. So it's a great way to tell your customer's stories and build confidence in others to buy from you.

### Acquiring Google Seller Ratings

Let's take a closer look at [Google seller ratings](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions). So firstly, to achieve Google seller ratings, there is some criteria that you need to hit as a business. So you need to achieve 100 verified reviews with an average star rating of three and a half stars or more. This would need to be within a 12 month period and it needs to be within each country that you advertise in. All of these reviews need to be service reviews. So typically once you've hit this criteria, within a few weeks, the Google seller ratings will appear on the relevant text ads. As you can see here, you'll probably recognize this from search results you've seen, it's the gold stars that appear within the paid ads on the Google search engine results page.

So when you do achieve seller ratings, the great thing is that your click through rate can improve by an average of up to 10%. So your ad becomes more relevant to the consumer who is considering buying and builds trust even before they've clicked through to your website. So imagine if this is combined with review content on the landing page, the likelihood to convert for your consumers can dramatically increase.

### Product reviews in search

Taking a closer look at product reviews now. They're slightly different to service reviews in that the consumer has the opportunity to review the specific product they've bought, instead of talking about the service and the experience itself from buying from you. So this content does not appear on the Trustpilot profile page. Instead, you can easily make it part of your product pages. By having product specific review content on your product pages, you're adding relevant content to each product page, helping consumers make a more confident buying decision. There are also some requirements to hit when it comes to product reviews. So you need to have at least three reviews per product. Across your product range, you need to have at least 50 reviews in total. This review content must be shared with Google regularly, which is something that's that's automatically done by collecting product reviews through Trustpilot.

Another great benefit of collecting product reviews is the ability to have these gold stars appearing in organic results. So these are part of review snippets, which is basically an enhanced line of text that you can see here, that can include stars like this, and it can include the number of reviews as well. So the great thing here is that when a customer does a product related search, it can really help your business stand out amongst the competition and help your consumer make a more confident buying decision from the results page even before they've clicked through to your site. So how powerful are product reviews really? Well, according to some research by Shopify, 79% of consumers trust a product review as much as a personal recommendation, which I think we can all relate to.

### Reviews and Google Shopping

[Google Shopping is another place where review content populates](https://uk.business.trustpilot.com/reviews/get-seen-in-search/what-the-new-google-shopping-updates-mean-for-reviews). This counts for both service reviews and product reviews are visible on Google shopping results. I'll show you a couple of examples shortly. So consumers searching in Google Shopping typically have an idea of what they're looking to buy. The reviews give them some extra direction and context to their decision-making all in one place. As we covered, the criteria for Google Shopping is actually very similar to the product review criteria in that you need to have at least 50 reviews across your product catalog and to have product reviews showing in Google Shopping you also need to have at least three product reviews per product.

### Review snippets

[Review Snippets are an additional line of information](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-rich-snippet-update-what-it-means-for-businesses) in organic results we had a look at a second ago. The great thing about our Trustpilot profile pages is the amount of authority we have in organic search results. So due to the sheer level of traffic we have, the amount of content we have by way of reviews, it means that all of those factors coming together enable our profile pages to rank very highly in organic search results. A great benefit of having us rank that highly means that your brand can be visible from a third party perspective as in your profile page, and each profile page can also have gold stars showing underneath them. So these are gold stars in organic results, and these stars relate to your service reviews, not your product reviews, so it's a great way to have gold star showing in search results for your brand that relate to your service reviews that you've collected. Those link directly through to your Trustpilot profile page, where customers can actually read some of that review content.

Organic results can be tricky to stand out in. Consumers are always looking for the most relevant results based on what they're looking for. The great thing about review snippets with product reviews is we do the heavy lifting in that they're super easy to integrate on your website and those gold stars can start showing pretty quickly. Then when it comes to review snippets on your profile pages, those are actually already set up when you sign up with us, so there's absolutely no development work or integration work for you to do on your side.

You can have review snippet to show in organic results for specific product pages, as we've mentioned. This is really useful for consumers who are doing product specific searches. Then the other place that we've just covered where you can get review snippets is on your Trustpilot profile page. So two really powerful places to have those gold stars appear for the products that you're selling and for your brand in particular.

### Why reviews in search can help you convert more

Did you know that review stars in search can improve your click through rate by up to 35%? Imagine the kind of impact that could have on product specific pages where you're showing review snippets, and also for allowing consumers to read service review content on your profile pages, by having the Trustpilot service review snippets visible there as well. It's a pretty impressive uptake in traffic.

The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews. Just bear in mind this isn't just about having five star reviews and having loads of them, this is just about collecting some product reviews. So just by starting to collect product reviews, and service reviews, even when you've collected a few, you're going to see the impact kicking in pretty quickly.

Let's have a quick look at social proof. So you've probably seen that there are a lot of brands using Trustpilot in their advertising now, and we do get asked quite often, why are so many companies doing this and does it really have an impact? Well, the short answer is yes, it does. We decided to do some social proof research ourselves and what we found was according to customers, the three most effective trust signals when making a purchase were positive star ratings and reviews, positive star ratings alone and positive customer testimonials. Those being the top three, you can see the importance that sits in having review content and ratings across your customer's buying journey and especially within social marketing as well.

Another stat for you here, 66% of customers said that the presence of social proof in particular, increased their likelihood to purchase a product. Here's an example of it in action. So Monzo tweeted this and you can see, it's just an image of their current rating, the number of reviews they have and their overall four and a half star rating. It's just a great way to, and a very simple way to showcase their Trustpilot star rating and how many reviews they have and for them to show that they're proud of what their rating is.

### To sum up...

It's important to make it easy for people to find your reviews. You can do that in multiple ways, through having review snippets displaying organic results, through collecting reviews to achieve Google seller ratings, as well as collecting reviews and having your profile page on Trustpilot to start with. 

If you were to acquire the Google seller rating stars, you can improve your AdWords performance as a really valuable byproduct. Ultimately, by having these star showing in both paid and organic results, you're going to get more traffic from Google, which obviously is going to be of value.

If you'd like to learn more about reviews and SEO, book a free demo and speak to one of our experts. It's quick and easy, just click the link below.

Reviews and Google: How do they work together?

the rise of voice search and reviews

Voice search is getting big. In this webinar, we walk you through the rise of voice assistants, and what that means for SEO and AEO - answer engine optimization.

According to an Amazon Press Release, Amazon sold “millions more devices” worldwide in 2017 compared to last year’s season and mentioned that its best selling device was The Echo Dot. The press release also mentioned that millions shopped with Alexa and that Alexa usage on Fire TV was up 889%.

It was also found that sales for Amazon’s Echo grew 5x from Q3 2016 to Q4 2017.

So Amazon’s doing well. What about Google?

They announced, in a blog post, that since October, they have “sold more than one Google Home device every second.” If The Verge did their math correctly, that amounts to over 6M devices by early January. Looks like Google's doing well too.

And if we consider Apple’s iPhone products, HomePod, and the number of Android Devices carrying Google Now, we start to get clear on what’s happening with consumers and search.

__Voice is getting big. Real big.__

22% of consumers are already using voice assistants to help them make purchases and while voice takes up 20% of all searches, a sizeable amount, it’s estimated that by 2020, voice will make up 50% of all voice searches.

What does this all mean for you, exactly?

We have just the webinar to show you.

In this exclusive conversation, Jason Barnard, SEO extraordinaire, and Chee Lo, Head of SEO at Trustpilot, will walk you through the rise of voice search, voice assistants, and what that means for SEO and AEO - answer engine optimization.

It’s a brand new space that presents a major opportunity for any company, large or small. The world of voice search is changing quickly and affecting SEO. We have some excellent tips to show you how you can prepare for the rise of search while improving your SEO now.

Check the webinar out below.

What companies should do in the face of voice search

Optimizing customer journey from SEO to CRO

Trustpilot and EliteSEM partner up to bring you a webinar based on the newest SEO updates you need to be aware of, optimizing your site and landing pages, and updating your search strategy to ensure you’re aligned with consumer behavior.

This is best exemplified in customer service, where companies should be meeting (and exceeding) expectations to keep retention high. However, this line of thinking is also true when it comes to the customer journey.

The customer journey is increasingly impacted by search and mobile. Over 81% of eCommerce shoppers research online before making a big purchase and mobile traffic surpassed desktop traffic for the first time during Q4 2016. Because of these new consumer-driven trends, Google’s search algorithm updates have shifted to benefit companies who are optimizing their sites accordingly.

However, with this move towards mobile, the challenge of converting consumers has also increased. Over Q4 2016, mobile conversion rates increased slightly to 1.55%, a paltry number compared to desktop’s much higher 4.14% conversion rate. This means companies need to optimize for mobile conversions even more than desktop conversions.

Fortunately, Trustpilot and EliteSEM have partnered up to bring you a webinar based on the newest SEO updates you need to be aware of, optimizing your site, optimizing your landing pages, and updating your search strategy to ensure you’re aligned with consumer behavior.

Check out the webinar recording below!

## From Search to Purch(ase): Closing customers quickly



Optimizing your consumer journey

Optimizing your customer journey, from SEO to CRO

Trustpilot in 2 minutes demo video

Whether you’re looking to improve sales conversions, catch the right eyes in search results, or better understand your customers, reviews can help get you there — and Trustpilot is a great place to start.

Whether you’re looking to improve sales conversions, catch the right eyes in search results, or better understand your customers, reviews can help get you there — and Trustpilot is a great place to start.

## What can Trustpilot do for you?

Trustpilot gives you a credible way to show the world that you love your customers, and they love you right back. 

Whether you’re a startup or a Fortune 500 company, you’ll get real customer feedback that helps you get seen, get sold, and get better.

Here’s how it works:

### Get reviews.

Our simple, one-time setup options can have your reviews rolling in in just minutes.

We’ve helped more than three hundred thousand companies get reviews from customers who would have otherwise stayed silent.

### Get sold.

Make all your [marketing more effective](https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) by showcasing Trustpilot ratings and reviews.

Research shows that [87% of consumers](https://uk.business.trustpilot.com/reviews/why-87-of-consumers-find-ads-more-trustworthy-with-trustpilot) find ads with Trustpilot more trustworthy than the same ads without. 

Trustpilot enhances your own website, too. You can add widgets to your site in just a few clicks, and increase your [conversion rate up to 150%](https://business.trustpilot.com/customer-stories/ecommerce/id-wholesaler-leverages-customer-reviews-to-turn-more-browsers-into-buyers). 

### Get seen.

When trying to cut through all the noise online — reviews matter. 

Your Trustpilot profile is a neutral, 3rd party source of information that will quickly rank for key search terms.

Adding stars to your search listings can improve [click-through rates up to 35%](https://business.trustpilot.com/reviews/how-homebridge-establishes-customer-satisfaction-as-a-key-differentiator?utm_source=guru&utm_medium=email&utm_campaign=sales_outreach_case-studies).

And according to Google, stars on your paid ads improve [click-through rates by 10%](https://business.trustpilot.com/reviews/how-to-calculate-google-seller-ratings-effect-on-adwords) on average. 

Our social media sharing features put eye catching customer testimonials in your social streams with the click of a button.

### Get better.

Trustpilot helps you gain insights from the people who matter most — your customers. 

Our suite of powerful dashboards help you see your performance at a glance, and our AI-driven Insights engine identifies trends and patterns in your feedback, so you can create a better experience for all your customers.

See for yourself why Trustpilot is the world’s most powerful review platform. 

Claim your business profile page on Trustpilot and get started today for free.

Here's what Trustpilot reviews can do for you

Trustpilot in 2 Minutes demo video

Collecting customer reviews with Trustpilot

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

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

If you'd like to discuss the importance of consumer conversations with one of our review experts, why not request a free Trustpilot demo? It's quick and easy, just click the link below.

How to engage in consumer conversations to build trust

Creating User Generated Content. What Gen Z Really Want.

Join Trustpilot, Miappi and Voxburner as we take a look at User-Generated Content and its relationship with Gen Z consumers.

In this webinar, you’ll learn:  

- What value UGC can bring to your brand
- UGC vs. original branded content - what does Gen Z trust the most?
- Which brands are doing it well, and which aren’t doing it as well?
- How you can improve your user-generated content?

Ready to get started? Create your free Trustpilot account today!

Creating user-generated content: what Gen Z really want

Bad Reviews Happen - how to respond

Reviews Happen - how to respond

In this Trustpilot webinar, we discuss the importance of responding to all reviews, good or bad. If you’d like to learn all the best practices, tips, and tricks for responding to reviews, watch the recording.

If you don’t have one, facing a barrage of customer feedback can be overwhelming. 
 
It doesn’t need to be. We simply have one main tip: respond to your negative reviews. Respond now. 

If you’d like to learn all the best practices, tips, and tricks for responding to bad reviews, watch our webinar recording below.

## Bad reviews: how to handle them and why they're better than you think

So firstly, an introduction to Trustpilot. Trustpilot is a leading online reviews platform. It was launched in Denmark in 2007 and launched in the UK and the US in 2013. In that time we've become the top 1% of most visited websites globally. We get over 4 billion brand impressions every month, and we currently sit in on 100 million customer reviews!

We aim to be a universal symbol of trust and for a trust symbol to be trusted, you should work for both companies and consumers and be independent of both. That's really important because our vision has always been to help companies and consumers, not one or the other. And that's what separates us from other review sites. They are about reviews as an eCommerce tool, we're about that too, but it's about trust and open collaboration that creates trust.

The three pillars of the business through our powerful customer feedback software are get seen, get better and get sold. That's our value proposition, and it's pretty simple. 

### Negative reviews happen

I think the first thing to say is essentially, I'm sure we all know this as either just being a consumer or working for different businesses that no business is perfect.

So naturally, by inviting people to leave feedback, you are going to get a few negative reviews in there, just by the very nature of being in business. But actually what you can see on here from these stats from the different research and studies that we've done, is that's not actually a bad thing. What consumers want in the UK in particular is they're looking for a real, authentic, good company that cares about their customers.

Most consumers now understand that it'll almost impossible for brands to have only five-star reviews. Being a real, authentic company, and just accepting that you are going to get few bad reviews in there, is the first step to success.

### How to handle negative feedback

Over a third of consumers expect a response to their bad reviews. If you think about it, you've asked them to leave a review, they've taken the time to do that. So the least you can do is respond to it.

When people leave feedback, they're not just having a rant online about their bad experience. They're leaving that door open, and want you to respond, engage, and start a dialogue with them. They're hoping you'll listen, help, and learn from it.

### What kind of response do people expect? 

64% of consumers would actually prefer to buy from a business that's responsive over one that just potentially seems superficially perfect. People want real responses. Everyone's human. They just want a real human on the other end of that business, responding to them and they just want you to be understanding, and helping. Consumers are actually three times more likely to buy from a company that has made a mistake if they responded to their review quickly, and tried to rectify their mistake.

So, if you think about your own business, what effect that could have on your bottom line? If more consumers are three times more likely to buy from you just because you're showing how much you care about their experiences by responding to all of their reviews, good or bad, you'll likely convert more, and get more repeat, loyal customers. 

You've got a few bad reviews, you've responded to them, in a real, honest, genuine way. That means 55% of people would actually shop with you again. 

And that's not it. One in four people would actually go out of their way and recommend the company if they took the time to fix the problem. So, even if the overall experience may not have been fantastic or seamless, just from being a real, genuine company that obviously cares about their customers, well, one in four would actually recommend the company. Isn't that fantastic?!

### Tips and tricks to respond to bad reviews

So, this just hits on more about the relationships with basically their consumers and companies or brands have now. And I think more and more, especially with obviously the rise of social media, 

- Consumers want the brand to be as human as possible. It's important that you're not just responding like it's an automated message, but taking the time to understand their issue and to them.
- Using their name and signing with yours is important too. 
- If you can personalize the message further, that's great.

Oasis Fashion is a great example of a brand which responds to every reviews. They just send their customers a very quick, very simple response, just thanking them for their great feedback, which is always great for the consumer to have. If they are to receive a negative review and they frame it up in a very professional, very swift, very effective manner. They do not engage in an argument with the consumer because from a new consumer's perspective, looking in, that's only going to come across as negative.

So, they front it up, they apologize and they offer to speak to the reviewer privately. And that's really important. And it's a really, really good example of how you can turn a negative into a positive and how you can learn from it from a business. And you can keep that customer.

### To sum up...

Just going to run through in summary now why it's important to keep your current customers happy for the lifetime value of these customers. So the four top tips, first things first, yes, you should respond to reviews. There's nothing worse than burying your head in the sand and expecting them to go away. It's crucial you respond to your reviews.

Your Trustpilot profile page is a valuable marketing asset for your brand. By responding to your reviews you can showcase excellent customer service, reward your customers for leaving back and encourage future interactions with your client base. So, positive, personal interactions with customers increase brand loyalty.

Secondly, online versus offline. So we recommend that you leave one response to every review, don't turn it into a chat thread. If you want to continue the conversation with the consumer, let them know you'll get in touch with them privately, or provide them with an email address or phone number to contact you.

Thirdly remain professional, keep it professional. I know it's really difficult if you've got a review that's completely bonkers, but if you lower yourself to using rude, hurt or offensive language, it's going to reflect really poorly on your brand. You should also avoid sharing too much personal information. Save that for the private correspondence.

Finally retain the relationship. So you view your response as an opportunity to acknowledge the reviewer and to save them as a customer. According to LinkedIn, it costs between four and 10 times more to acquire a new customer than it does to keep an existing one. So, strategically and financially it's best for your company to actively work on the upkeep of your existing customer relationships.

And by responding to reviews, warmly, and professionally, you could improve the buying experience. You can reaffirm your relationship with your customers and you can show the transparency of your brand. And that builds trust the Trustpilot way. 

If you'd like to learn more about Trustpilot reviews and how they can help you build trust with new customers, why not speak to one of our review experts? It's quick and easy, just click the link below.

Webinar e video

Brand purpose and honesty in marketing – a candid discussion

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