Logo vertical positivoPNG - Itziar Sanchez

Trustpilot - the growing importance of trust in online education and e-learning

Training and Education Report Trustpilot

Itziar Sánchez, VOC de reclamador.es, explica lo bueno de abrirse a la opinión de los clientes, incluso cuando esta es negativa.

*“El cliente hoy en día es consciente de que su opinión es escuchada por la empresa, se comunica con y sobre la marca, y hay que ser capaz de conseguir que estos insights se conviertan en beneficios, además de las ventas, como es la fidelización de los clientes. Ese es el mayor reto de las empresas actualmente: la anhelada fidelidad de quien contrata sus servicios o compra sus productos”*, explica hoy en nuestro blog reclamador.es.

opiniones-reclamador-2 - Itziar Sanchez

*“Gracias a Truspilot tenemos la garantía de tener opiniones reales e independientes”*, apunta Itziar Sánchez, Voice of customer (VOC) de reclamador.es. Añade que *“es una prueba social muy importante para reclamador.es, ya que cuando otras personas recomiendan los servicios que vamos a contratar nos sentimos más seguros”*.

Lo cierto es que cada vez en mayor medida, los consumidores consultan las opiniones de otros usuarios antes de decidir sus compras y, se quiera o no, en las redes sociales se comentan libremente las experiencias tenidas con diferentes compañías. Especialmente las malas experiencias. De ahí el posible miedo de algunas empresas, pero es mejor agarrar el toro por los cuernos que darle la espalda.

Al respecto, Itziar explica que *“hay que luchar contra este miedo. Las empresas deben demostrar que son confiables, Y no hay mejor manera de hacerlo que compartiendo y mostrando al mundo los testimonios de otros clientes sin manipulaciones. Esa es nuestra mayor garantía en reclamador.es”*.

## Identificar problemas, solucionar y mejorar

“*Ahora, gracias al uso de la herramienta de Trustpilot podemos mostrar, por un lado, que la gran mayoría de nuestros clientes están contentos con nuestro servicio, y por otro, conseguimos un feedback más detallado, que nos ayuda a mejorar nuestro servicio. Es decir, cuando muchos clientes se quejan de lo mismo, podemos identificar el problema y dar una solución”*, aclara Itziar. 

Así, por ejemplo, los comentarios sobre errores puntuales en la web hacen que los técnicos se pongan manos a la obra y resuelvan los problemas que impiden una navegación fluida. 

También, detalla la Voice of customer de reclamador.es, *“ante la larga duración de algunos trámites, ajenos a nosotros, los clientes se quejaban de no tener noticias y tardar mucho en conocer la resolución de su reclamación, lo que ha hecho que aumentemos el número de notificaciones informando sobre el estado de la reclamación.”*

Asimismo, los comentarios les permitieron también identificar una nueva necesidad en el mercado: las videoconsultas. Esto les llevó a crear una nueva línea de negocio, que consiste en ofrecer asesoría personalizada online con un abogado durante 30 minutos.

## Las opiniones positivas hay que trabajarlas

reclamador.es es un buen ejemplo de que una buena estrategia para las opiniones online da sus frutos. Evidentemente, el éxito de una empresa se basa en su buen hacer, pero cada vez es más importante darlo a conocer, ya que el 89% de los consumidores consulta las opiniones online antes de decidir sus compras (1) y el método más eficaz para hacerlo es la recomendación de quienes han probado los servicios de la empresa el denominado ‘Social proof’. El aval de otros clientes resulta mucho más fiable que la publicidad que una compañía hace de sí misma.

*“Una vez finalizadas nuestras gestiones, solicitamos a nuestros clientes que valoren en Trustpilot los servicios prestados. Luego, mostramos reseñas en nuestra página web, en nuestros emails comerciales, en nuestra newsletter y en nuestros anuncios de Google Ads. Además, hemos utilizado Trustpilot para crear en nuestra web una página específica de opiniones, lo que nos sirve para mejorar nuestro SEO”*, comenta Itziar. Y otro beneficio colateral es la obtención de Estrellas Rich Snippet en los resultados de las búsquedas realizadas en Google.


opiniones-reclamador - Itziar Sanchez

El equipo de Atención al Cliente utiliza activamente Trustpilot contestando todas las reseñas negativas recibidas. Con casi 5.000 opiniones generadas (el 89% positivas) y el 100% de las opiniones negativas contestadas, reclamador.es inspira confianza a los clientes potenciales.

Incluso las opiniones negativas resultan ser una bendición, ya que el 95% de los consumidores sospechan de la autenticidad de las reseñas, si no hay ninguna negativa (2) y el 64% prefiere comprar de una empresa que responde a las críticas recibidas antes que hacerlo de una que aparenta ser perfecta.(3)

Un buen servicio y una buena estrategia de utilización de las opiniones online son las claves para fidelizar la clientela, atraer nuevos clientes y, en definitiva, prosperar como empresa. Que se lo pregunten a reclamador.es

-----------
*(1) Fuente: Canvas8, "The critical role of reviews in Internet trust", Febrero 2020 – Reino Unido y EEUU.*   

*(2) [The Value of a Trustworthy Brand](https://cdn2.hubspot.net/hubfs/2749863/CONTENT/Content%20Marketing/The%20Value%20of%20a%20Trustworthy%20Brand%20Reputation%20-%20July%202019/The_Value_of_a_Trustworthy_Brand_Rep_US.pdf) - [The Definitive Guide to Addressing Negative Business Reviews](https://pipeline.zoominfo.com/marketing/negative-business-review)*   

*(3) The critical role of reviews in Internet trust, Canvas8 (2020)*

Education

reclamador.es - Opiniones online – ¿Quién dijo miedo?

Hermes logo

Hermes case study Trustpilot

Hablamos con Gemma Dunning, Head of Customer Experience en Hermes, para saber por qué eligieron Trustpilot y cómo incorporaron las opiniones online a su estrategia publicitaria.

Hermes ofrece una serie de opciones de envío flexibles y económicas. Su objetivo es llegar a ser la empresa de transporte preferida del Reino Unido.

Dentro del Reino Unido, Hermes cuenta con una red de más de 15.000 mensajeros y más de 4.500 establecimientos de paquetería. Con esta infraestructura ofrece un servicio de entrega sencillo y muy conveniente, garantizando que el 95% de los paquetes se entreguen a la primera.

Hermes colabora con muchos comerciantes minoristas y ha recibido más de [2,3 millones de opiniones](https://uk.trustpilot.com/review/www.myhermes.co.uk), con un fabuloso TrustScore de 4,4/5 y más del 83% de las reseñas valorando su servicio como “Excelente” o “Muy bueno”. Hermes se toma muy en serio el nivel de satisfacción de sus clientes.

Hemos hablado con Gemma Dunning, Head of Customer Experience en Hermes para saber por qué eligieron Trustpilot para generar confianza y cómo incluyeron las opiniones online en su estrategia publicitaria.

## ¿Por qué Trustpilot?

*“Elegimos Trustpilot como partner en 2014 para empezar con las opiniones online. Queríamos mejorar y extender nuestra reputación de marca personalizando nuestra estrategia de utilización de reseñas para recibir más feedback de nuestros clientes y tener un mayor conocimiento del servicio que ofrecemos. A su vez, esto nos permitiría mostrar nuestro nivel de servicio a los clientes potenciales gracias a la validación de terceros”*, dice Gemma.

*“En este cambio de estrategia con las opiniones online, Trustpilot ha estado en todo momento presente ayudándonos a conseguir nuestros objetivos y mantener la inercia positiva siendo proactivos en el trato con nuestros clientes y dándoles la palabra en nuestros canales para que sean ellos quienes cuentan nuestra historia.”*

## Cómo utiliza Hermes el feedback de sus clientes para mejorar e innovar

Este año ha sido histórico para Hermes. Ha batido su récord de entregas ayudado por la pandemia del COVID-19, que ha incrementado el envío de paquetes por todo el país, alcanzando niveles solo vistos en los momentos álgidos de las fiestas navideñas. De hecho, les han bastado 5 meses para cumplir con su plan de crecimiento previsto para 5 años. Y siguen aprendiendo de todas las reseñas que reciben.

Desde que se unieran a Trustpilot en 2014, Hermes ha recolectado la enorme cantidad de 1,2 millones de opiniones. En 2018 se valió de Trustpilot para poner en marcha una estrategia de amplio alcance, que contribuyó en gran manera a aumentar el caudal de opiniones recibidas.
Para entender mejor las necesidades y los deseos de sus clientes, Hermes realiza un informe semanal sobre el feedback recibido y lo distribuye por toda la empresa, incluyendo a sus directivos y al Departamento de Experiencia del Cliente.

“Nuestras puntuaciones en Trustpilot y las opiniones recibidas son buenos indicadores de nuestro nivel de servicio y es algo que utilizan nuestros jefes de departamento y la dirección en general. Asimismo, las reseñas ayudan a los empleados a conocer el nivel general de satisfacción de los clientes. Muchos de nuestros departamentos aprovechan el feedback de los clientes y a todos nos interesa saber lo que dicen las reseñas. La información recogida es utilizada para guiar a nuestros jefes de sección,” explica Gemma. 

Hermes utiliza [nuestra herramienta ‘Review Insights’](https://es.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) para descubrir tendencias y diferentes puntos de vista en las reseñas recibidas. De esta manera, también tienen una visión general de su Tasa de respuesta, su rendimiento y su TrustScore.

Gemma explica: 

*“Cada semana nos centramos en un tema clave diferente y extraemos las historias de los clientes referentes a ese tema. De esta manera, estudiamos más profundamente algunas áreas para saber qué funciona y qué tenemos que mejorar. Con esa información clave podemos empezar a actuar en las áreas que creamos convenientes.”*

Utilizando 'Review Insights' Hermes identifica pautas que permiten a sus equipos profundizar más en las experiencias vividas por los clientes. En base al feedback recibido, Hermes ha efectuado una serie de cambios en el recorrido a realizar por su sitio web, como p.ej. actualizaciones regulares de su página de contacto. Trabajan constantemente por mejorar su servicio y alcanzar la excelencia. Y eso funciona. Hermes ha notado una buena acogida a los cambios efectuados.

Otros departamentos de Hermes también han utilizado el feedback de los clientes para llevar a cabo sus proyectos:

*“Nuestro equipo ha sacado mucho provecho al feedback de los clientes sobre la App de nuestra compañía. Dado que podíamos entresacar información sobre aspectos concretos de la aplicación, hemos podido identificar aspectos de la experiencia de los usuarios (User Experience - UX) que antes no teníamos en cuenta. Esto nos permite conocer mejor lo que piensan y sienten nuestros clientes. Nuestra aplicación ganó recientemente un premio como ‘App del año’ y las opiniones publicadas en Trustpilot por nuestros usuarios reflejan lo útil que es y lo bien valorada que está.”*

## Cómo muestra Hermes el feedback de sus clientes

Hermes está orgullosa de su valoración en Trustpilot y de las opiniones que muestran en sus canales publicitarios, incluyendo redes sociales, campañas de marketing digitales y otro material publicitario.

Hermes Trustpilot reviews example

La empresa se dio cuenta de que las campañas publicitarias que incluían contenido proveniente de Trustpilot tenían un ‘Pay per Clic’ (PPC) más bajo y reducían significativamente el ‘Cost per Action’ (CPA) medio.

Hermes también utiliza el ‘Image Generator’ de Trustpilot para publicar las opiniones de sus clientes en las redes sociales.

Hermes Trustpilot Image Generator

Hermes Trustpilot Image Generator 2

Y eso no es todo. Hermes también sigue desarrollando su estrategia para incorporar las valoraciones y reseñas de Trustpilot a sus otros canales publicitarios, como p.ej. la televisión, con el fin de difundir ampliamente su mensaje.

En Hermes les encanta celebrar los logros conseguidos en Trustpilot, como el hito de haber recibido un millón de opininones o las mejoras del TrustScore, compartiéndolos en las redes sociales.

Hermes social media Trustpilot

## Y para terminar...

*“Queremos ser una empresa transparente, abierta y responsable que busca el feedback de los clientes, por lo que invitamos a opinar a todos nuestros clientes y proclamamos nuestra colaboración con Trustpilot, que es una plataforma fiable y respetada,”* explica Gemma.

*“Incluyendo TrustBoxes en las páginas de nuestra web, mostramos que somos una empresa líder en paquetería. Somos conscientes de que nuestro distintivo de servicio ‘Excelente’ es algo muy bueno para darlo a conocer, no solo para ganarnos la confianza de los consumidores, sino también para que nuestros clientes continúen compartiendo sus honestas opiniones.

El hecho de mostrar nuestras Opiniones de Trustpilot a lo largo del recorrido por nuestra web es una forma de dirigir a los visitantes y clientes potenciales a la página de nuestro perfil en Trustpilot para que puedan leer todas las opiniones que hemos recibido y utilicen esa página como canal para compartir lo que piensan de nosotros.”*

Si a ti también te interesa recopilar información práctica sobre tus clientes e inspirar confianza en todo momento, como hace Hermes, solicita una demostración de cómo funciona Trustpilot pulsando el siguiente enlace:

El éxito de Hermes gracias a nuestra herramienta ‘Review Insights’

Kaplan International logo

Kaplan x Trustpilot Customer Satisfaction

Kaplan usó las Opiniones de Trustpilot para consolidar su reputación online y crear un bucle de feedback con sus clientes. Así, impulsó el Nivel de satisfacción de sus clientes en un 250% y obtuvo valioso 'social proof' proveniente de los usuarios.

Kaplan Es

Kaplan case study - Kaplan International Key Benefits - ES

Además de los factores referidos, un estudio de Trustpilot indica que [el 87% de los estudiantes](https://es.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) hace referencia a la reputación online de la escuela como aspecto importante a la hora de elegir, mientras que solo el 1% no da ninguna importancia a la reputación online de la institución.

Con el fin de dar aún más brillo a la reputación de su marca, [Kaplan International](https://www.kaplaninternational.com/) acudió a Trustpilot buscando la manera de crear un bucle de feedback con sus clientes. Sabían que esto les permitiría mejorar el Índice de satisfacción de sus clientes y, a la vez, convertir el feedback positivo en influencia social informativa (Social proof). El resultado de todo ello fue alcanzar una excelente reputación online.

¿Quieres saber cómo lo hicieron?

Para saber cómo integraron Trustpilot en el recorrido online de sus clientes, hemos hablado con Vincent Lau, Head of Performance Marketing & CRM y Ben Walton, Performance Media & CRM Executive de Kaplan International.

El primer paso es recolectar opiniones.

## ¿Qué hizo Kaplan para conseguir todo ese feedback de sus clientes?

Una de las mejores maneras de empezar un diálogo y saber lo que piensan tus clientes es a través de las opiniones online. Así que en Kaplan International decidieron incluir Trustpilot en las encuestas de evaluación de los cursos que entregaban a sus alumnos al terminarlo.

En la última página de la encuesta de evaluación del curso, a los estudiantes se les daba la opción de escribir una reseña en Trustpilot. Si escribían la reseña en el momento, bien; si no, se les enviaría posteriormente una invitación a opinar.

Además, todos los alumnos que han estudiado en la escuela quedan registrados, por lo que también pudieron invitar a sus antiguos alumnos a escribir en Trustpilot su opinión sobre el curso al que asistieron en su momento.

El plan de Kaplan International para recolectar opiniones ha sido un rotundo éxito, consiguiendo __aumentar la recogida mensual de reseñas un 70% de media.__

Y todo ese feedback tiene mucho valor.

## Cuanto más te impliques con los clientes que te reseñan, más satisfacción mostrarán en Trustpilot

Esta remesa de reseñas ha permitido a Kaplan International mejorar su servicio de atención al cliente.

Independientemente del carácter de la reseña publicada, el departamento de atención al cliente siempre la contesta, bien sea dando las gracias por las cordiales palabras o bien respondiendo amablemente a una crítica negativa ofreciendo las explicaciones y/o soluciones correspondientes en cada caso.

El departamento de atención al cliente de Kaplan International utiliza las [Estadísticas de Trustpilot](https://www.google.com/url?q=https://es.business.trustpilot.com/features/dashboard-analytics&sa=D&ust=1570723912969000) para hacer seguimiento de la evolución del [Indice de satisfacción de sus clientees](https://support.trustpilot.com/hc/es/articles/202326718-Trustpilot-Analytics-Review-ratings#customer-satisfaction-score-5). Gracias al seguimiento continuo y al hecho de contestar las opiniones recibidas, Kaplan International ha conseguido que el Indice de satisfacción de sus clientes pase de 20 a 70.

__Un incremento del 250% en su Índice de satisfacción del cliente con solo crear un bucle de feedback con sus clientes. __

El simple hecho de contestar las reseñas recibidas no solo conduce a una mejora del nivel de satisfacción de los clientes, sino que también crea una afinidad próspera y duradera entre las empresas y sus clientes.

Contestar todas las opiniones recibidas es un signo de transparencia y apertura, dos elementos clave para tener una [reputación de marca fiable](https://es.business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator). Hoy en día, la reputación de ser una marca fiable tiene un valor inestimable, porque el 90% de los consumidores rehúyen las empresas con mala reputación. En este sentido, Kaplan International no tiene nada que temer.

La satisfacción de los clientes y la reputación de ser una marca fiable van de la mano, pero además estos dos factores también dan pie a nuevos conceptos publicitarios como ['customer advocacy'](https://es.business.trustpilot.com/reviews/build-trusted-brand/your-guide-to-customer-advocacy-what-is-it-and-why-is-it-important) y ['social proof marketing'](https://es.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing).

## Los clientes satisfechos son grandes defensores de la marca y la ‘Customer advocacy’ relanza la creatividad publicitaria

Con todas las amables palabras de los clientes, los testimonios positivos y el [aval de fiabilidad proveniente de terceros](https://es.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers), no resultó nada difícil crear el nuevo material publicitario. Es importante resaltar que [el 87% de los compradores](https://es.business.trustpilot.com/reviews/why-87-of-consumers-find-ads-more-trustworthy-with-trustpilot) otorga mayor fiabilidad a los anuncios y materiales publicitarios validados por otros compradores.

Teniendo esto presente, el equipo de marketing de Kaplan International se aseguró de esparcir un poco de ‘social proof’ y algunas señales de fiabilidad en sus campañas publicitarias de Facebook:


Trustpilot x Kaplan Reviews in Facebook Ads

Trustpilot Reviews in Instagram Stories

Y no dejaron pasar la oportunidad de generar confianza ya desde su propia web, asegurándose así de irradiar fiabilidad durante toda la experiencia de compra del cliente. 

También incluyeron un widget de Trustpilot en su formulario de contacto para enfatizar la confianza de los clientes en su marca:


TrustScore on Contact Page

E incluso personalizaron sus módulos CRM (Customer Relationship Management) y sus pies de página con reclamos de Trustpilot:

TrustScore on Banner

TrustScore in Footer

Incluir opiniones de clientes en páginas clave de tu web es una de las mejores maneras de generar confianza en momentos decisivos para que el visitante termine comprando.

Esto es así porque las opiniones online y los testimonios de los clientes juegan un papel crucial en el [Zero Moment of Truth](https://es.business.trustpilot.com/reviews/build-trusted-brand/5-ways-to-win-the-zero-moment-of-truth-with-reviews), es decir, el instante de la toma de decisión de efectuar o no una compra online. Hay estudios que muestran que la posibilidad de que los clientes potenciales acaben efectuando una compra es muchísimo más elevada si en las páginas clave del recorrido se muestran reseñas u otras indicaciones de la fiabilidad de la empresa. 

## Los comentarios positivos de los clientes mejoran la reputación de tu marca

De todos los beneficios logrados por Kaplan International desde que empezó a utilizar Trustpilot, uno de los principales ha sido el fortalecimiento de su reputación de marca.

Gracias al mejorado [Indice de satisfacción de sus clientes](https://business.trustpilot.com/reviews/learn-from-customers/3-ways-reviews-can-help-you-deliver-excellent-customer-service) y a todo el feedback positivo recibido, pueden presumir y exhibir las opiniones de sus clientes satisfechos, respaldando así la Tasa de satisfacción del 97% entre sus estudiantes internos y alejando cualquier sombra de duda sobre la fiabilidad de Kaplan International a nivel global.

Esto ha sido primordial para alcanzar el objetivo de convertirse en una excelente opción educativa de referencia mundial, logro por el que dan crédito a Trustpilot.

Desde nuestra plataforma, agradecemos las amables palabras de Kaplan International, pero el éxito es todo suyo: es Kaplan quien ha visto la oportunidad de crear un bucle de retroalimentación con sus clientes en Facebook y, de esta manera, mejorar e impulsar su negocio.

¿Quieres seguir su ejemplo? Solicita una demo aquí debajo.

‘Kaplan International’ dispara el Nivel de satisfacción de sus clientes con Trustpilot

staples uses trustpilot to boost marketing efforts

staples uses trustpilot  to boost marketing efforts

[Staples](http://www.staples.co.uk/) is part of a global brand family. Today, Staples is the largest company in the industry, serving customers in five continents. In Europe, Staples has wholly-owned operations across 21 countries and work with Alliance Partners in a further 9 markets.

The Staples brand is a stamp of quality that every business person can rely on. Every Staples associate works hard to help customers get the most out of everyday and achieve their goals - whatever they might be. 

Given Staples' size, connecting with customers in a meaningful way and building trust with future customers hasn’t been easy. The challenge to connect individually with each consumer has compounded as the Staples buyer journey has shifted increasingly from in-store to online.

*Please note that this case study was first published in 2018. As of 2021, Staples are no longer a Trustpilot customer.*

## Staples' challenges 

* They needed a simple way to have a genuine dialogue with customers, solve customer issues, and ultimately validate that their brand is one that customers connect with, and trust.
* To build trust into the consumer’s online purchase journey to continue to dominate the increasingly competitive digital space.

## Staples' approach

Staples realized they could collect and leverage customer reviews to solve both of their challenges. 

After researching multiple review solutions, Staples determined that in order for reviews to build trust in their brand, people first needed to be able to trust the authenticity of the reviews. 

For Staples, that meant collecting reviews via a third-party platform that would ensure all customer reviews were public, not merely the positive ones. 
When Staples came across Trustpilot, they quickly decided it would be a good fit, due to the open review community and safeguards to detect fraudulent reviews. Trustpilot’s global presence and customer success team solidified their decision.

Digital Operations Manager, Staples Europe

## The results 

### 1. Empowering customers to represent Staples’ brand

Using Trustpilot’s automated review collection technology, Staples proactively invites both online and in-store customers to leave reviews post-purchase, in a way that fits seamlessly into their customer journey.

This method has helped Staples amass over thousands of reviews across different domains, increasing their average review score across all domains by a couple of points. Staples finds that setting up automatic review collection to be incredibly easy and surprisingly effective as their TrustScore is now a more accurate reflection of their brand.

### 2. Connecting with customers on a personal level

Across Europe, Staples’ customer service reps log-in daily to the Trustpilot platform to reply to reviews, connecting Staples with customers on a personal level that was previously impossible.

Staples also uses reviews to detect customer issues. They strive to respond to all 1 and 2-star reviews within a few hours. After replying, customer service agents follow-up with each customer complaint offline, to both resolve customer concerns and retain loyal customers.

Staples’ dedication to engaging with customers via reviews not only drives customer loyalty, but helps soothes any concerns potential customers might have. All of Staples’ reviews and responses displayed publically on their Trustpilot page show prospective customers that despite the business’ large size, all customers can expect personal assistance when needed.

reply

Staples email response

### 3. Providing prospective customers with social proof throughout purchase journey

Staples recognized what a critical role reviews play when customers are trying to decide where to buy office supplies. To maintain its premium position in the online retail space, Staples needed reviews to be readily available to consumers via various channels to keep them moving through the purchase funnel. Here are a few of the different ways Staples does this:

__1. Google shopping__

Staples was able to leverage their customer reviews in paid search via the Google Seller Ratings ad extension. These gold stars not only make their ads stand out for both branded and non-branded search terms, but also convey trust driving more people to click on their ad.

product-review-example

GSRs Staples

__2. Onsite__

As Staples is a household name, prospective customers often come directly to their site to do research before purchasing. Staples displays their third-party verified reviews on their homepage to boost consumer confidence in the brand, whether consumers are buying online or in-store.

__3. Organic search__

By amassing reviews on Trustpilot, Staples ranks in organic search for keywords like “Staples reviews” or “Staples UK” – terms often searched by prospective customers when considering buying from Staples.

google-search-final

Organic search Staples

__4. Facebook__

To boost their social media presence, Staples integrated Trustpilot reviews on their Facebook page, another common channel that prospective customers reference before purchasing.

__5. Email marketing__

Email is another important marketing channel for Staples, driving traffic to their site and influencing purchases. To optimize their email marketing and show transparency, Staples links to their Trustpilot page in the bottom of all marketing emails with the text “See what our customers are saying”.

__6. Print marketing__

Store flyers are an integral part of Staples' retail marketing strategy. To promote Staples’ trustworthiness outside of online channels, Staples adds their TrustScore to all flyers. 

__For more information on how Staples work with Trustpilot, check out the video below. Please note that this video features Trustpilot's old branding, as it was filmed in 2018.__

Staples

Want to see similar results? Start showcasing your reputation today

6 Ways Staples displays social proof throughout their purchase journey

How to build a trusted site, as told by 2 successful eCommerce merchants

It takes a lot of work to build a site that consumers can trust. When you’re a new brand without established credibility, it can seem like a monumental task, but it can be done. To help you build trust, we take a look at 2 Trustpilot success stories.

With the help of the powerful website builders available today, launching an online business is easier than ever. But getting your first sale? That’s a different story. 

First, you have to get your products in front of the right audience. That’s no easy mountain to climb, but let’s say you dedicate hours of your time and energy into creating an impressive paid advertising campaign and start getting some traffic on your site. After all that hustle, you expect to see the sales rolling in, but visitors just aren’t converting. 

That’s because even with a kickass marketing strategy, you’re still only halfway up the mountain. 

Consumers are savvy these days. They know scammers are out there just waiting to steal their personal information, so they don’t give it out to just anyone. In order to get up and over the mountain top to that closed sale, online businesses need to earn the trust of their customers.

It takes a lot of thought, planning, and strategy to build a website that consumers feel comfortable making a purchase from. When you’re a new business without established credibility, that may seem like a monumental task, but we promise it can be done.

At [TrustedSite](https://www.trustedsite.com/certification/?from=home), like our partners at Trustpilot, we work to help eCommerce businesses create confident customers with powerful trust-building tools.

But it's not as simple as throwing up a trust badge or review widget and calling it a day. Friction can arise and cause doubt at many points throughout the customer journey, so trust must be built from the moment a customer lands on a site, all the way through to the order confirmation page (and even after that).

One of the best ways to learn how to build a trustworthy customer journey is by studying other sites that have done just that. 

So without further ado, meet two sites that are absolutely crushing it in the trust-building department: [The Sunglass Fix](https://www.thesunglassfix.com/) and [Holabird Sports](https://www.holabirdsports.com/). Even though they sell completely different products to different audiences, they have one thing in common: they’ve both been able to achieve awesome conversion rates with the help of trust. 

Let’s take a look at each of these sites and find out what elements they have included to their journeys in order to grow consumer trust. 

## Trust signals on thesunglassfix.com

Born on Australia’s Gold Coast back in 2006, [The Sunglass Fix](https://www.trustpilot.com/review/thesunglassfix.com.au) helps customers around the world replace broken or damaged sunglass lenses, a less expensive and more sustainable alternative to buying a brand new pair. Here’s a list of all of the [trust signals](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) we could find on their website, built on OpenCart. 

### Site header


Sunglass fix homepage 1

A ton of punch is packed into the header. Since it follows customers throughout their journey, it makes sense to include lots of trust signals here. 

Starting on the left side, we see the Trustpilot reviews widget, which shows that the site has earned a 4.5 star rating from over 5,000 reviews. Impressive. Next, they’ve included everyone’s favorite message: free shipping! Finally, on the right side they link to their Help & FAQs page so customers can easily find support when they need it. 

### Site footer

Sunglass fix footer 2

Shoppers often look to a site footer to find more information about a business, especially when it's a new one they haven’t purchased from before. The company phone number and email address are listed here, which helps to build trust by showing that real people are working behind the scenes. They also display links to independent reviews sites, like Facebook, Google, and Yelp, which shows they are confident that customers are sharing positive feedback around the web.

### Floating

Sunglass fix about 3

Floating trust signals are useful because like the site header, they follow customers throughout their journey, providing reassurance along the way. The Sunglass Fix displays TrustedSite’s floating trustmark in the bottom right corner, which when clicked opens a modal that shows the site has earned certifications like [Verified Business](https://www.trustedsite.com/certification/verified-business), [Certified Secure](https://www.trustedsite.com/certification/certified-secure), and [Issue-Free Orders](https://www.trustedsite.com/certification/issue-free-orders) from an independent source. 

### About pages

Sunglass fix about 4

The Sunglass Fix shows they are truly an open book by sharing their history and values in the Our Story, Sustainability, and Awards pages. Here you’ll find info about their commitment to maintaining a low carbon footprint, along with awards for Outstanding Customer Service and Advanced Manufacturing. 

### Checkout

The checkout has all the information a customer would need to feel comfortable making a purchase, from the order summary and total to the accepted payment methods. They’ve also clearly called out that due to covid, shipping times are now longer. This helps to set the customer’s expectations for when their order will arrive, so there are no surprises after they complete the purchase. 


Sunglass fix checkout 5

## Trust signals on holabirdsports.com

Since 1981, family-owned and operated [Holabird Sports](https://www.trustpilot.com/review/www.holabirdsports.com) has specialized in running and racquet sports equipment. Here’s how they [use social proof to build consumer trust](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) throughout the buying journey on their webstore built on Shopify.

### Site header


holabird sports homepage 1

Like The Sunglass Fix, Holabird Sports knows the way to our hearts is with free shipping, so they let us know they offer it with orders over $49 in the header.

### Site footer


holabird spots footer 2

In the footer, they increase transparency in multiple ways. First, they display their excellent TrustScore of 4.8/5, along with a selection of verified customer reviews. They also display their business contact information including phone number, email address, and physical address, along with links to their social media profiles. Finally, they include accepted payment methods and TrustedSite’s Certified Secure trustmark, to reassure customers that their personal information is safe on the site.

In the footer, the TrustedSite floating trustmark is displayed in the bottom left corner to ensure that customers feel safe throughout their shopping journey.

### Product pages


Product page Holabird sports 3

If a customer had any doubts before landing on a product page, they certainly won't afterwards. Complimenting the crisp, clear photos depicting exactly what the products look like, icons calling out free shipping and returns are displayed, along with links to their official shipping policies so that customers quickly know what to expect. They also list detailed product descriptions that are extremely easy to read and display customer reviews as well.

### Shopping cart


holabird sports checkout 4

The cart calls out important information that customers need to know before they checkout. A note about shipping informs customers when orders go out, and that delivery dates aren’t guaranteed because of delays caused by COVID-19. There’s also a note that taxes and shipping are calculated at checkout, so the customer knows to expect an increase in their order total. They also display the TrustedSite Secure Checkout trustmark which informs shoppers that with their purchase they will receive $100k identity protection in the event that information is stolen within the next 90 days.

## In your own words, how do you build trust? 

To give you more insight into the trust-building strategies that these sites have put in place, we interviewed Craig Anderson, CEO and founder of The Sunglass Fix, and Brian Hirshfeld, owner of Holabird Sports.

### Why is building trust with your customers so important to your business?

__The Sunglass Fix:__ “When I came up with the idea, a lot of people thought I was going absolutely mad because I was starting a sunglass lens replacement business when nobody had done it in the past. I think if you talk to 100 people today and ask them “Can you replace the lenses in your sunglasses?” 99% probably haven’t heard of this concept. So when somebody lands on our site and is looking for a solution, building trust is the most important thing that we have to do, and we have to do that right off the bat.”

__Holabird Sports:__ “I think it’s important to build trust with customers because there are a million and one options out there for people to shop and spend their money. Although we have been around for 40 years, many people may come across our website and have no idea if we are a “legit” business or not. With so many massive websites out there selling similar products, we need to ensure our customers feel safe shopping with us, and that we’re doing everything to protect their information and offer the most secure shopping experience. We also want to make sure they know that our customer service will be second to none and are 100% satisfied with their experience.”

### What has been your strategy for building customer trust?

__The Sunglass Fix:__ “There are lots of ways that we've tried to achieve that. Using TrustedSite to be very confident that the customer's information is secure, and showing that to the customer is extremely important to us. Having the TrustedSite badge which customers can click on, read about what sort of security we have on the site, and learn that we're constantly monitored also helps to build trust.

Showcasing our awards is another strategy of ours. We won the Platinum Australia Customer Service Award three years in a row. That one is important because it shows that we do take care of the customers after the sale if there is any sort of an issue.

Having unmodifiable reviews out there is important to us too, so we can get feedback and use it to improve ourselves and to share with those that are contemplating a purchase with us. With Trustpilot, we're basically asking for honest feedback about our services from everybody that we sell to, and that stuff's untouched. We can respond to feedback, but if somebody gives a bad review, it's there.”

__Holabird Sports:__ “We have always believed in being on as many review websites and platforms as possible. Having unbiased and real customer feedback proves that we offer a great shopping experience that is hard to beat. We work to ensure all our customers have a great experience and will follow up with all reviews to check if there ever was an issue, and if so, we learn from it and improve.”

### What has been your experience using Trustpilot?

__The Sunglass Fix:__ “Trustpilot has been a really good experience for us in a lot of ways. We've always been open to customer feedback, good or bad. The good is very nice to hear and it builds that confidence level for future customers, but the bad is also a very important learning experience. If you don't hear about the bad experiences your customers have, you can't really improve your business. Trustpilot is easy to integrate and execute. It’s automated so we don't have to think about it a lot, but we do have to make sure we get out there and respond to customers. When we receive a negative review, we get to at least say something back and talk about what went wrong and what we're going to do to try to fix it for our customers.”

__Holabird Sports:__ “We have always used Trustpilot as a review partner. The ability to promote reviews and share people’s comments and feedback is presented nicely on the platform, and we have been happy with their services and platform.” 

### When and why did you decide to try TrustedSite, and what has the impact been on your site?

__The Sunglass Fix:__ “About five years ago we were looking for better tools to scan our site and make sure that things were as secure as possible. TrustedSite seemed like a great partner because we could sit back and focus on our business while also focusing on the site's security and preventing breaches that could potentially impact our customers’ private information. Having TrustedSite shows our customers that we care and shows that we're partnering with probably one of the biggest and best in the industry.”

__Holabird Sports:__ “We had always used McAfee for our website, so when presented with the new TrustedSite platform a few years ago, it was intriguing. At first, we were skeptical of a potential impact on business, but TrustedSite worked with us and provided an amazing experience with A/B testing to provide data that could not be argued. I think overall the impact on our business has been positive. I think it provides another level of protection and a feeling of security for customers who want that when shopping with new and unknown (to them) websites.”

## Wrapping up

There’s no single way to make your site a trusted site. It takes a combination of multiple trust signals placed strategically throughout the customer journey to ensure that customers feel comfortable making a purchase on your site.

Now that you’ve seen some great examples of sites that have implemented a successful trust-building strategy, consider how you can achieve the same. Start with simple trust signals, like displaying your contact information in your site’s header or footer, and work your way up to things like using an open review platform, and earning awards or certifications. With added trust, you’ll be well on your way to increasing sales.

Alysse Phipps

Copywriter at TrustedSite

[Check out more of Alysse's work here](https://blog.trustedsite.com/author/alysse/).

How to build a trusted site, as told by two successful eCommerce merchants

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Hermes, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

Hermes provides a range of flexible and affordable delivery options and has a mission to be the UK’s carrier of choice.

Within the UK, Hermes operates a network of over 15,000 couriers and over 4,500 ParcelShops. This multi-channel approach offers a convenient and hassle-free delivery experience and ensures that  more than 95 per cent of their parcels are delivered the first time around.

Hermes also works with a wide range of leading retailers.  With over [1.3 million reviews](https://uk.trustpilot.com/review/www.myhermes.co.uk), a fantastic 4.3/5 TrustScore, and over 83% of reviews rated ‘Excellent’ or ‘Great’, it’s safe to say that Hermes take its customers’ satisfaction very seriously.

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Hermes, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

## Why Hermes joined Trustpilot

“We chose Trustpilot as a review partner back in 2014. We wanted to grow our brand reputation and enhance our review strategy to hear more from customers, and get a better understanding of the service we’re providing. It also gives us the opportunity to show our potential customers the quality service our brand provides alongside third-party validation,” says Gemma.

“As we change and modify our review strategy, Trustpilot has been there to support our goals and momentum towards being proactive with our customers and showing more of our customers’ voice across our channels to let them tell our story.”

## How Hermes uses customer feedback to improve and innovate

This year has been quite a milestone year for Hermes. It reported a record-breaking year in parcel delivery, heightened due to the COVID-19 pandemic, as their key workers continued to deliver to homes across the country. They also exceeded volumes that they’d only previously seen during the peak Christmas season, and executed their five-year growth plan in just five
months, whilst continuing to learn from every single review they received in that period of time.

Since  joining Trustpilot in 2014, Hermes has collected a whopping 1.2 million reviews. Hermes implemented a wider scoping proactive strategy for Trustpilot in 2018, which contributed to the rise in reviews. 

To better understand their audience’s needs and wants, Hermes produces a weekly summarised report of their customers’ feedback, which is shared across the business – including its department leaders and members of its Customer Experience committee.

“Our Trustpilot ratings and reviews are an important metric of our customer service for the board and heads of departments, and it’s a great indication for our business and helps employees understand the bigger picture around customer satisfaction across the industry. A lot of our departments leverage the customer insights we collect. Everyone in the business is interested in
the performance of our reviews. The insights are always utilised in a way that provides guidance and direction for our department leaders,” says Gemma.

Hermes uses [Trustpilot’s Review Insights tool](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) to extract trends and positive and negative sentiments from their reviews. This also helps them get an overview of their response rate, performance, and TrustScore.

Gemma explains: 

“Every week, we focus on a different key topic and highlight our customers’ stories and experiences around this. This lets us dive deeper into specific areas to understand what’s working well and what we need to improve. It provides us with actionable insights so we can start investigating areas we need to focus on.”

Using the Review Insights tool, Hermes can identify patterns which allow the team to delve deeper into the experiences raised by  customers. Based on previous feedback, Hermes has now placed a number of resolutions across the customer journey, including making updates to the contact page.  The team are continuously working to improve  service and go the extra mile for
their customers. Since implementing these changes, Hermes has observed an improvement in customer sentiment.

Other Hermes teams also like to use customer feedback to assist in their projects:

“Our tech team has also benefited greatly from the customer feedback we’ve received regarding our Hermes App. As we’re able to pull out specific insights regarding the app, we’ve identified new aspects of the UX we haven’t uncovered before, and it gives us a great understanding of
what our customers are thinking and feeling. Our app recently won an 'App of the Year' award, and for the submission of that award we used
our Trustpilot reviews to show how appreciated and useful the app is to our users.”

## How Hermes showcases customer feedback

Hermes is proud to showcase its Trustpilot rating and reviews across their marketing channels, including all of its social media platforms, digital ad campaigns, and client-facing materials.

The business actually found that ad campaigns which included Trustpilot content resulted in lower average CPCs and brought their average CPA down significantly.

Hermes also uses Trustpilot’s Image Generator tool to create organic posts on social media and showcase some customer reviews.

But that’s not all. Hermes is also developing its strategy to incorporate Trustpilot ratings and reviews across other marketing channels, such as TV, in order to share the message more broadly.

Hermes also likes to celebrate special Trustpilot achievements, like its 1 million review milestone, or improvements in TrustScore, by sharing them on social media.


## The final word…

“We aim to be an open, transparent and a responsible business seeking feedback across the customer journey, including via invitations to all our customers, as we’re keen to promote our partnership with Trustpilot as a trusted, well-respected platform,” explains Gemma.

“With the use of TrustBoxes across our website pages, we showcase that we’re a leader in consumer parcel delivery. We know that the “Excellent” badge is a great thing to be able to share, to not only earn the trust of our customers, but also to encourage customers to continue sharing their honest opinions because we take that very seriously.

Showcasing our reviews across our customer journey is also a way for us to direct customers and potential customers to our Trustpilot business profile page, so they can read all of our reviews, and use it as the official channel to share their own thoughts.”

If you’re interested in collecting actionable consumer insights, and building trust at every stage of the customer journey, just like Hermes has, why not request a free Trustpilot demo? It’s quick and easy, just click the link below.

How Hermes found success using Trustpilot’s Review Insights tool

G-form logo

G-Form converts more customers by showing off their social proof

G-Form shows off their excellent customer reviews throughout their customer journey for higher conversion rates and better brand trust.

That means embracing their own cutting edge (SmartFlex™) technology and constantly testing their products to make sure they’re offering the best protective gear on the market. 

From bikers to soccer players, the one common thread for athletes is that falls and injuries are pretty much inevitable. G-Form knows that fear and safety worries can have some of the worst effects on an athlete’s mindset and performance, so by providing the best protective gear available, they’re empowering their customers to focus on what matters most: being on top of their game. 

## The need for a third-party review platform

Initially, G-Form had an internal system in place to collect reviews manually. The more they grew and upgraded their website, the less efficient this became. As a smaller brand competing for market share from much bigger competitors, they also needed to [establish their  trustworthiness in the eyes of Google](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019 "Why does Google care if your business has online reviews") and start [using SEO-friendly product reviews](https://business.trustpilot.com/features/product-reviews "Product Reviews") for better visibility in organic search. 

Collecting and showing off customer reviews with Trustpilot has helped them achieve exactly that. 

## Getting the most out of their customer reviews

One of the biggest reasons G-Form has had such success with customer reviews is because they understand how effective social proof is in building trust with unsure shoppers. Many eCommerce brands add their reviews to their homepage and leave it at that. 

But G-Form understands that the more places they can display their ratings or reviews, the more they’re letting the voice of their customers do the work for them to build much-needed trust with their future customers.

### Email marketing performs better with social proof

G-form makes sure to leverage their excellent rating in the footer of all of their marketing emails. It’s an excellent way to add a little bit of additional trust for their brand, and any shoppers that may be on the fence are able to click the footer and easily head to their Trustpilot page. 

From there, they can do their own research and read what G-Form customers are saying about their brand. This gives them a better idea of what customers are actually saying about G-Form products and allows them to make  confident purchasing decisions.


Including your star rating at the bottom of your marketing emails is an easy way to build trust with shoppers

Ratings in email footer

In many of their email flows, they also include full customer reviews. This helps them avoid leaning on tired marketing copy to fill the page and lets their happiest customers act as brand advocates and do the selling for them. 

Including customer reviews can be a great way to switch up your marketing emails 

Customer reviews in marketing emails

This is a perfect example of how fun and engaging reviews can be as pieces of content. With a bit of humor around a painful situation that many bikers can likely relate to, these types of reviews keep your brand fresh and relatable for the audience that will connect with your brand and products the most. 

See how LendingTree builds trust with uncertain customers to increase conversion rates 

### Reviews lead to more ROI on paid social

Because it’s not a free channel like email, paid ads can carry a bit more of a risk. With every ad, part of your precious budget goes with it – so you want to maximize your ROI by making sure to take advantage of any way to boost the credibility of that ad [so people will actually click through](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say "Trustworthiness in advertising"). 


Star rankings on ads can help boost credibility

Star rating in paid social ad

That’s why G-Form highlights their excellent star rating on their paid social campaigns. Not only do the green stars catch more eyes, but they also show at the very beginning of the buying journey that they’re in good standing with a trusted third-party review site — and this goes the extra mile to help them earn trust with prospective customers. 

### Build confidence in specific products with product reviews

A star rating and general service level reviews are great for building a trusted brand — but depending on the type of products you sell, customers might need more specific insight into whatever [product attributes](https://support.trustpilot.com/hc/en-us/articles/360011913693-Manage-product-attributes "Manage product attributes") they’re looking for to feel comfortable making a purchase. 


Product reviews can help shoppers find more specific information than general service reviews

Product reviews on product pages

Injuries are scary, and they can also differ widely based on a lot of different factors. Because of this, general reviews about their products don’t necessarily build enough trust for shoppers to feel confident in their purchases. G-Form also sells gear for a few different sports, so reviews for baseball gear aren’t necessarily helpful for bikers or soccer players.

That's why G-Form leverages product reviews on their product pages, so that their customers can see reviews from the products they’re looking at specifically. This eliminates any last bits of doubt about whatever product they’re in the market for, and lets them decide to purchase based on only the most relevant feedback. 

Leveraging product reviews on your product pages can even improve conversion by up to 230%, making it a no brainer for any eCommerce business.

### Showing off customer feedback on organic social

One of the best places to be leveraging your review content is on your social channels. Not only is this going to be a huge win for whoever handles your social media by saving them a ton of time, but the content is also going to come across as a lot more genuine and engaging than if your social media is just you touting your own brand. 

Reviews from your customers can make excellent content for your social media channels 

Reviews as social media content

For someone who might be in the market for your products or services, seeing real reviews from happy customers on their social feeds can be a lot more impactful than seeing slick branded content or an outright ad for your brand. 

In addition to coming across as more genuine, reviews can often answer questions that someone might have had about a product before they thought to ask it, eliminating the need for them to go searching for answers before they complete the checkout process. 

## Reviews and their internal benefits 

When we asked G-Form to talk about any other benefits they were seeing from collecting reviews with Trustpilot, they talked about how reviews are not just helpful in conveying value to their customers — they’re really helpful for their employees internally as well.  

Trustpilot and G-Form

Trustpilot reviews have even helped guide decisions on sizing and alternative uses for their products. They started getting so many unexpected reviews about customers using their Pro-X2 knee pads for construction or everyday handiwork that they now take some of their reviews to their R&D department to help them plan for future product positions and rollouts. 

Are you ready to use social proof to build a trusted brand and attract new customers like G-Form? Request a demo below. 

ASAP Trustpilot case study

As an employment agency, people truly are the beating heart of the business. It takes dedicated individuals to match the right candidates with the right employers, and with so much daily human interaction, trust is key to the business’s success.

## Reviews are a powerful tool

As an employment agency, people truly are the beating heart of the business. It takes dedicated individuals to match the right candidates with the right employers, and with so much daily human interaction, trust is key to the business’s success. 

So how do you show potential candidates that their professional future and personal information are in good hands with you? That’s when social proof comes in... 

Social proof separates the good from the bad and the ugly, and is the most powerful weapon in your marketing arsenal. By proactively collecting and displaying reviews from candidates, you can differentiate yourself from agencies with a lower service level. 

That’s exactly what ASAP does. The employment agency builds trust throughout its entire candidate journey by showcasing reviews at various key points on its website — it even dedicated [an entire page](https://www.asap.be/nl/100%25-enjoy) to Trustpilot reviews! 


website homepage

Nothing says 'You can trust us' better than customer reviews on your website

Since ASAP started displaying Trustpilot reviews on its website, its conversion rate — the percentage of website visitors who applied for a job or created a user profile — has increased by a staggering 22%! Of course, Trustpilot is not the only factor responsible for this conversion boost, but it’s evident, from tests that ASAP conducted, that trust is an indispensable ingredient for business longevity.

22% more user profiles

## Reviews equal revenue

To measure Trustpilot’s impact on Facebook and Instagram ads, ASAP conducted an A/B test. For two weeks, two different ad variations were shown to a targeted audience: one that contained the Trustpilot logo and TrustScore, and the same ad without any Trustpilot reference.

The results are impressive: the Trustpilot version generated 140% more applicants, 8% more clicks, and 7% lower cost per click than the version without social proof! This shows that displaying a universal symbol of trust in your ads can not only increase your traffic and build trust earlier on in the funnel, but can also have a strong influence on decision-making behaviour.


a/b test results

## Google for jobs

Nearly three-quarters (73%) of all job searches start on Google, [according to CareerBuilder](https://www.sonovate.com/blog/recruiters-maximise-google-for-jobs/#:~:text=Nearly%20three%20quarters%20(73%25),Jobs%20will%20only%20enhance%20this.), and the search engine's role will only get more important as Google Jobs grows in popularity. 

By collecting Trustpilot reviews, ASAP ensures greater visibility on Google. If a company has received over 100 verified reviews from one country over the last 12 months, and has an average rating of at least 3.5/5 stars, [it qualifies for 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) — the gold stars in text ads and Shopping ads in Google Search. As ASAP more than meets these criteria, these conversion-boosting stars are visible in all of the agency’s paid ads in Google.

ASAP's reputation is also highly visible in Google’s organic search results, as its Trustpilot business profile and score appear on Google’s first page when searching for 'asap' or 'asap.be'. The search terms 'asap reviews', 'asap scores’ and 'asap experiences’ even rank the business profile page at the very top of the list in Google. 

quote

## Tag with trust

Trustpilot reviews are managed and monitored company-wide with the aim of optimising internal processes and gaining new insights. ASAP does this by tagging its reviews based on relevant topics. This allows ASAP to sort, categorise and analyse its reviews in a targeted and organised way. The possibilities of tagging are endless and reviews can be tagged both manually and automatically:

- __Industry__: Since ASAP is active in many areas, it tags its reviews by industry. This way, it can gather valuable insights and identify needs and opportunities within a specific market. Tagged reviews are also displayed on relevant landing pages. For example, on the page “Jobs for Drivers” you will only see reviews that contain the tag “driver”.
- __Language__: ASAP also tags reviews by language, so that both the French-speaking visitors from Wallonia, and the Dutch-speaking Belgians from Flanders, get to see reviews in their first language.
- __Location__: By tagging reviews by location, ASAP is able to monitor performance and tighten processes on an office-by-office basis.


A glimpse of ASAP’s international character: the agency replies in French, English, and Dutch

## It’s not unusual

ASAP experiences many benefits from collecting and displaying Trustpilot reviews. By building and showcasing trust, the employment agency has found an effective way to differentiate itself from competitors within an industry where trust is essential to stand out.


ASAP and Trustpilot

The above results are great, but by no means uncommon. If you want to find out if Trustpilot is also the ultimate review solution for your business, and how you can boost your traffic and conversion rate, just like ASAP has, request a free demo below.

How employment agency ASAP attracts more candidates than ever with Trustpilot

KLEIR. logo

KLEIR case study

With Trustpilot, KLEIR. has found a way to leverage its strong customer satisfaction, and take its social campaigns and conversion rate to the next level. 

With nearly 12,000 Instagram followers, over 1,000 [Trustpilot reviews](https://nl.trustpilot.com/review/kleirantwerp.be) and a TrustScore of 4.8/5, it’s safe to say that [KLEIR.](https://www.kleirantwerp.be/) has a great reputation among its customers. 

With Trustpilot, the Belgian brand has found a way to leverage its strong customer satisfaction, and take its social campaigns and conversion rate to the next level. 

Quote KLEIR

## Top-notch trust funnel

Modesty is a virtue —  but it doesn’t sell well. Sometimes you just need the world to know how good you are. If you've worked hard to build a trusted brand, putting authentic reviews front and centre can give you an edge over your competitors. So if you truly put your customers at the core of your business, it makes sense to showcase their experiences.

KLEIR. benefits from its good reputation on a daily basis. From social media ads to their shopping cart area, with its solid review strategy and top-notch trust funnel, it turns clicks into customers like few others. This is how they do it:

- KLEIR. showcases reviews on its [homepage](https://www.kleirantwerp.be/). Nothing beats trust at first sight.
- Its TrustScore is visible on [all product pages](https://www.kleirantwerp.be/collections/mannen/products/hoodie-doediskalm-zwart-unisex). It is strategically positioned below the CTA button, so visitors can click on ‘Add to cart’ with confidence.
- KLEIR.'s [shopping cart page](https://www.kleirantwerp.be/cart) ensures trust. Since reassurance is key for conversion, the reviews shown here can truly make the difference between a shopping cart abandoner, and a paying customer.
- Its [brand story](https://www.kleirantwerp.be/pages/wie-zijn-wij) is reinforced with social proof. The ‘About Us’ page is one of the most important pages of a website and is often visited by consumers that are interested in what you offer, but are not convinced they trust you enough to convert just yet. Since KLEIR.’s ‘About Us’ page shows its customers' approval, it is more likely to convert these visitors too.


Clockwise from top left: homepage, product page, shopping cart page and About Us page

KLEIR reviews

## Social ads that pack a punch

Nowadays, no one questions the fact that social proof has a major impact on buying decisions. Nevertheless, it's wonderful that KLEIR. has conducted an extensive test that once again confirms the power and influence of Trustpilot reviews. Here’s an overview of what the test consisted of:

- Ads on Facebook and Instagram for four weeks
- Three ad variations: v1 with Trustpilot stars and logo, v2 with Trustpilot stars and v3 without any mention of Trustpilot
- Requirement: unique reach of at least 10,000 people


KLEIR facebook ad

One of KlEIR.’s Facebook ads

## In ROAS we trust

Looking at the ROAS (return on ad spend) of these three ads, the influence of Trustpilot is crystal clear: the two Trustpilot ads generated an average revenue of €61,73. This means that KLEIR. earned €61,73 for every euro it spent on advertising — and for v2 alone, the revenue was a whopping €86!

Variation 3, the exact same ad but without any reference to Trustpilot, didn’t even come close. This ad had a ROAS of a mere €18.83.


ROAS KLEIR

## A KLEIR. winner

Click-wise, the two Trustpilot ads also won by a landslide. Variation 1 and 2 combined had a click-through rate of 0.57%, whilst the CTR of the ad without any mention of Trustpilot was only 0.19%.

In other words, people were three times more likely to click on one of the Trustpilot ads. Ad 1, showing both the Trustpilot logo and stars, had the highest click-through rate at 0.59%.


AB TEST KLEIR

## Not all reviews are created equal

Establishing a trust funnel and including reviews in your ad campaigns can help you reduce shopping cart abandonment, convert more visitors into customers, and systematically grow customer trust. 

This will only work if you take the time to learn from your reviews and improve your way of doing things, of course. So how do you do that? By maximizing transparency, preserving your integrity, learning from your customers, delivering on your promises, and showing the world you’re one of the good ones. 

That’s why verified reviews are so valuable. These reviews are written following email invitations that are automatically sent after a purchase – which makes verified reviews the most trustworthy reviews out there. Consumers know that they’re written by real customers, rather than online bots, sneaky competitors, or people that were paid to leave a review.


Verified reviews are automatically marked as "Verified" on our platform

REVIEW EXAMPLE

  Verified reviews are automatically marked as "Verified" on our platform

## Gold stars shine bright

Verified reviews not only reassure customers, but also draw more attention to your ads and drive more traffic to your website. When you’ve received over 100 verified reviews from the same country within 12 months, with an average rating of at least 3.5/5 stars, you’re eligible for Google Seller Ratings.

Google Seller Ratings are the gold stars in text ads and Shopping ads in Google Search, and should be a must for every review-collecting company. Why? Well, according to Google, showing seller ratings can [boost your text ads’ CTR by up to 10%](https://uk.business.trustpilot.com/reviews/get-seen-in-search/how-to-calculate-google-seller-ratings-effect-on-google-ads).

## Fake reviews are the enemy


Quote Peter

Trustpilot goes to great lengths and invests heavily to ensure that the reviews on our platform will always be a reliable source of information, and that companies like KLEIR. can continue to benefit from their customer-centric approach and their online reputation.

If you’d like to learn more about Trustpilot’s Trust Promise, and how you can increase revenue, just like KLEIR. has, request a free demo below.


How KLEIR.’s social media ad revenue tripled with Trustpilot

mucho

Caso práctico. Venta de neumáticos online. Las opiniones de los clientes ayudan a generar confianza, mejorar SEO y CTR, aumentar conversiones y consolidar la marca.

Hay un antes y un después de haberse unido a Trustpilot. Antes de entrar a formar parte de esta plataforma de opiniones, la interacción postventa que Muchoneumático tenía con sus clientes se limitaba al servicio tradicional de atención al cliente, reforzado con algo más de contacto a través de las redes sociales y de algunos foros. En menos de un año como usuario de Trustpilot, la empresa recibió más de 1.000 opiniones de sus clientes y una nominación a la mejor campaña de eCommerce en los prestigiosos ’eAwards Barcelona’. El año pasado alcanzó las 10.000 opiniones y ya ha superado las 12.000. Actualmente, ocupa el primer puesto (sobre 10) en la categoría de Trustpilot ”Tiendas de neumáticos”.

muchoneumatico logo

### ¿Por qué Trustpilot?

”Queríamos que nuestros clientes tuvieran la posibilidad de contar su experiencia de compra de manera directa, porque eso nos permite verificar la calidad de los servicios prestados (tanto a nivel de ventas como de postventa). Decidimos elegir una herramienta segura, moderna, útil y fiable como Trustpilot, que nos ofrecía la posibilidad de mejorar la calidad de nuestro servicio postventa, la atención al cliente y la resolución de incidencias. En definitiva, elegimos Trustpilot porque es una forma fácil y rápida de crear una comunicación eficaz con nuestro público”, explica el responsable de Marketing Digital de [Muchoneumático.com](https://www.muchoneumatico.com/).

Uno de los beneficios colaterales de trabajar con Trustpilot es la posibilidad de conseguir ’Seller Ratings’ en tus anuncios de Google Ads y ’Estrellas Review Snippet’ para los resultados de las búsquedas orgánicas, con la ayuda que estos elementos pueden suponer para mejorar el tráfico al sitio web, las conversiones, la posición en los resultados de las búsquedas online y, en definitiva, las ventas.

### Estrellas que guían a los clientes
Los ’Seller Ratings’ de Google, es decir, la valoración que los clientes hacen de la experiencia de compra tenida con esa empresa, son esa valoración en estrellas que aparece debajo de la dirección URL del anuncio de la empresa en Google Ads (ver imagen).

muchoneumatico pi

Google destaca que sus ’Seller Ratings’ benefician tanto a las empresas como a los consumidores. A las empresas, porque muestran que hay compradores que confían en ti y han tenido una buena experiencia contigo; a los compradores, porque se les facilita poder elegir un negocio digno de confianza.

Además de dar credibilidad a tus anuncios, los ’Google Seller Ratings’ (GSR) pueden mejorar tu Tasa de Conversión (CTR). El índice medio de mejora es del 10 %. ”*Nuestra Tasa de Conversión experimentó en poco más de un mes un incremento del 4,94 %*”.

Si los GSR son una extensión de los anuncios en Google Ads, las ’Estrellas Review Snippet’ pueden brillar junto a la dirección de tu web en los resultados de las búsquedas orgánicas, lo que podría llegar a incrementar tu CTR hasta en un 35 %. Estas estrellas pueden conseguirse gracias a las opiniones sobre los productos publicadas por los clientes en plataformas de opinión independientes.

Aunque cada caso es un mundo y, por lo tanto, no se puede garantizar que la inclusión de opiniones en la web de la empresa tenga un impacto directo en su posición en los resultados de las búsquedas ni en la obtención de GSR o de ’Estrellas Review Snippet’, la experiencia demuestra que el uso correcto y proactivo de Trustpilot hace que la empresa reciba más atención en los buscadores y, por regla general, mejore su SEO.

”*En nuestro caso, los compañeros que gestionan las campañas de SEM (Search Engine Marketing) comentan que sí se nota una mejora importante de los CTR en las campañas de marketing. Además, nuestro SEO de Marca sí que ha mejorado. Aunque no podemos medirlo exactamente, es muy probable que estos elementos nos ayuden a convencer a los clientes que están considerando comprar nuestros productos*.”

### Generar confianza
Además de su poder para atraer la atención de los motores de búsqueda, las opiniones de los compradores son una herramienta ideal para generar confianza, tanto en los clientes ya existentes como en aquellos clientes potenciales que lean las reseñas publicadas. ”*Mostramos las opiniones recibidas a través de Trustpilot directamente en las páginas de ’[Muchoneumatico.com](https://www.muchoneumatico.com/)’ como garantía de calidad para los nuevos usuarios. El renombre de esta plataforma de opinión nos da mayor credibilidad a la hora de trabajar nuestra imagen de marca. Al ser una herramienta reconocida y activa desde hace años, Trustpilot nos ayuda a transmitir un mensaje de confianza y calidad*.”

El certificado de calidad que suponen los comentarios y las valoraciones de los clientes satisfechos son un imán que atrae un mayor volumen de tráfico al sitio web de la empresa reseñada. Para mostrar las opiniones de los clientes ”*escogimos el TrustBox Carousel, porque queríamos que los nuevos clientes conocieran la experiencia de los clientes anteriores, aquellos que ya habían confiado en nosotros. El TrustBox funciona muy bien, hasta tal punto que somos la tienda de neumáticos que más opiniones recibe y la mejor valorada en varias categorías de Trustpilot*.”

pic 2 muchoneumat

### Espiral de mejora
Lo mejor de todo es que la incorporación del feedback de los clientes en el día a día de la empresa se puede convertir en una espiral de mejora continua. ”*Trustpilot es una herramienta muy útil para verificar la calidad de los productos vendidos, el servicio de entrega y el servicio postventa*”. La información proveniente directamente de los clientes permite identificar los puntos fuertes y las oportunidades de mejora de la empresa y eso es un tesoro: Conocer los puntos mejorables permite poder hacer algo para corregirlos y conocer los puntos fuertes ofrece un valioso material publicitario. ”*Otro uso importante que hacemos de Trustpilot es transmitir aquellos conceptos que los clientes destacan sobre nosotros. Si los clientes dicen frecuentemente que somos rápidos y económicos, eso es lo que debemos destacar en nuestras comunicaciones de marketing*.”

A modo de conclusión, [Muchoneumático.com](https://www.muchoneumatico.com/) considera que la ayuda de Trustpilot a sido central para lograr la mejora conseguida por la marca. ”*Trustpilot nos ayuda, porque gran parte de los clientes que nos buscan* – básicamente en Google – *se encuentran con nuestro perfil de Trustpilot con opiniones realmente buenas. Además, el hecho de ser la tienda mejor valorada en la categoría de neumáticos transmite bastante confianza a los consumidores*.”

Muchoneumático.com - Un antes y un después de Trustpilot

Low Cost Glasses Logo

Low cost glasses Trustpilot case study

Para saber por qué eligieron Trustpilot para llevar a cabo su nueva estrategia con las opiniones de los consumidores, hemos hablado con Alexandra Butcher, Directora de Marketing en LCG.

‘Low Cost Glasses’ (LCG) ofrece actualmente una gran variedad de productos online y  un rápido servicio, proporcionando a sus clientes una buena experiencia de compra.

Para saber por qué eligieron Trustpilot para llevar a cabo su nueva estrategia con las opiniones de los consumidores, hemos hablado con Alexandra Butcher, Directora de Marketing en LCG.

## ¿Por qué Trustpilot?

Como establecimiento físico y como negocio online, la prioridad de LCG ha sido desde el principio ganarse la confianza de los clientes.

*“Siempre hemos sabido que la comunicación abierta y transparente con los clientes era básica para tener éxito como empresa y Trustpilot no ha hecho más que confirmarlo una y mil veces. La gente se influye mutuamente a la hora de comprar, por lo que el hecho de tener a tus clientes satisfechos hablando de ti en un lugar concreto es el mejor marketing ‘boca a boca’ que te puedas imaginar”*, explica Alexandra.

Para empezar, LCG abrió una cuenta gratuita en Trustpilot con nuestro Plan Free y, después de probarlo durante unos meses, decidió entrar definitivamente sin reservas.


Directora de marketing en Low Cost Glasses

LCG cuenta actualmente con casi 8.000 opiniones y una consistente valoración *‘Excelente’* de 4,6 estrellas, que la empresa monitoriza constantemente.

## Cómo utilizar Trustpilot para aprender de los clientes

LCG utiliza muy activamente nuestra plataforma y tanto desde su Dirección General como desde la Dirección del Servicio de Atención al Cliente controlan diariamente la plataforma haciendo un seguimiento del feedback recibido y solucionando problemas. El Equipo de LCG tiene a gala responder a todas las personas que se ha tomado el tiempo de compartir la experiencia que han tenido con la empresa.


LCG review 1

LCG review 2

*“Trustpilot se ha convertido en una extensión de nuestro servicio de atención al cliente. Nos esforzamos constantemente por mejorar la experiencia de nuestros clientes, así que las honestas opiniones que recibimos – ¡Muy honestas, a veces! –  han demostrado ser de un valor incalculable para conseguir mejorar la experiencia de nuestros clientes en su totalidad. Somos un equipo pequeño, lo que nos permite reaccionar rápidamente para atender solicitudes o implementar cambios”*, explica Alexandra.

Los equipos de Atención al Cliente y de Marketing de LCG también utilizan la plataforma e interactúan con los clientes respondiendo a su feedback y recopilando importante información sobre los consumidores. Realmente se trata de un trabajo en equipo.

Desde que LCG empezó a valerse del feedback de sus clientes para innovar y mejorar su servicio, la empresa ha conseguido lo siguiente:

- Mantenerse en contacto con el 99% de los clientes que han valorado la empresa con 2 estrellas o menos.
- Convertir el 52% de las valoraciones de 1 y 2 estrellas en opiniones de 4 y 5 estrellas.
- Contestar el 97% de las reseñas en un plazo de 24 horas.

## Mostrar opiniones durante el proceso de compra

‘Low Cost Glasses’ ha puesto el sello de calidad de Trustpilot y sus estrellas en todos los lugares que ha podido.

Cuando LCG se suscribió a un Plan de pago de Trustpilot, actualizó todos sus recursos digitales para incluir su valoración en estrellas y mostrarla en sus campañas PPC (Pago por Clic) de Google y Bing, así como en sus actividades sociales de pago, folletos publicitarios, embalaje, emails y otras labores informativas. Llegó incluso a retirar un anuncio de televisión para incluir la valoración de Trustpilot, pese a tener que volver a pasar por los trámites de autorización y distribución de la estación con un coste adicional.

Low cost glasses tv ad Trustpilot

Low cost glasses email Trustpilot

LCG también comparte las reseñas de sus clientes en las redes sociales y ha implementado la aparición de un flujo continuo con las opiniones más recientes en la página de inicio de su sitio web. Estos son ejemplos de la relevancia que la empresa da a Trustpilot y muestra el poder de las opiniones a la hora de generar confianza.

LCG reviews homepage

TP PPC Black friday offer

El equipo de ‘Low Cost Glasses’ está muy orgulloso de sus 4,6 estrellas.

Directora de Marketing en Low Cost Glasses

Desde que empezaran a recolectar y mostrar Opiniones de Trustpilot en todos los puntos clave del recorrido a realizar por los consumidores, LCG ha conseguido los siguientes logros, entre otros:

- Un aumento del 89% en sus ingresos.
- Un incremento del 30% en el valor de los pedidos.
- Un aumento del 60% en el tráfico a su web.
- Una subida del 2% en las conversiones.
- Una conversión del 3,8% en su perfil de empresa en Trustpilot.

## Trustpilot para superar las dificultades 

Como empresa joven y sin una cartera de clientes establecida, era fundamental para ‘Low Cost Glasses’ inspirar confianza para poder triunfar. LCG tenía ante sí tres obstáculos que Trustpilot debía ayudarle a superar:

1. Los clientes de la competencia desconfiaban de la calidad de sus productos debido a sus bajos precios.
2. Los consumidores dudaban de que fuera un negocio legítimo, porque los precios parecían irreales.
3. Los nuevos clientes no se atrevían a comprar sus gafas online.

*“Una página de Trustpilot muy activa ayudó a disipar los temores de los potenciales clientes, ya que la gente pudo ver rápidamente que otros compradores estaban satisfechos con nuestro servicio y con nuestros precios.”*

El hecho de responder a todas y cada una de las opiniones recibidas también les ha beneficiado. Esto ha ayudado a que la gente se dé cuenta de que los productos son reales, que no hay engaño, y que LCG se esfuerza por ofrecer un buen servicio y una buena experiencia de compra.

Los tres obstáculos arriba mencionados siguen existiendo, ya que LCG sigue siendo una empresa relativamente joven. Consiguientemente, también persiste la búsqueda de legitimidad y fiabilidad con el apoyo de Trustpilot.

El mercado de las gafas online es muy competitivo, por lo que las empresas del sector siempre están trabajando para mejorar su servicio y sus productos e intentar destacar de la competencia. 

Si te ha parecido inspirador el relato de LCG y te gustaría conseguir logros similares, solicita una demostración gratuita de Trustpilot para hablar con uno de nuestros especialistas en el uso de las reseñas.

‘Low Cost Glasses’ o cómo aumentar los ingresos un 89% utilizando Trustpilot

Descubra cómo utilizan otras empresas nuestra plataforma de opiniones para promover su reputación y su negocio. Sepa qué hacen para aumentar sus conversiones, cómo consiguen mejorar la experiencia de compra de sus clientes, etc.

Casos prácticos

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