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

Analiza el nivel de satisfacción de tus clientes. Conseguirás valiosa información para situarlos en el centro de tu empresa. Descubre cómo puede ayudarte Trustpilot a mejorar la experiencia de compra de tus clientes.

Controlar los cambios que experimenta tu valoración en estrellas puede ayudarte a permanecer al tanto de lo que sienten tus clientes y asegurarte de que les estás ofreciendo la mejor experiencia posible.

Cuando se trata de hacer que tus clientes queden satisfechos, siempre hay algo más que podrías estar haciendo. Incluso los cambios más pequeños en la forma de relacionarte y comunicarte con tus clientes pueden traducirse en un importante aumento de su grado de satisfacción, lo que se traduce en clientes más fieles y un mejor ROI *(rentabilidad sobre la inversión)*.

Las reseñas que recibes contienen [importante información sobre tus clientes](https://es.business.trustpilot.com/reviews/learn-from-customers/que-puede-ofrecerte-el-feedback-de-tus-clientes-y-como-puedes-utilizarlo)  y [arrojan luz](https://es.business.trustpilot.com/reviews/learn-from-customers/increasing-loyalty-by-using-customer-feedback-insights-from-trustpilots) sobre los cambios que puedes hacer para mejorar su experiencia de compra en el futuro.

Algunos comentarios (por ejemplo, los relacionados con los envíos) tal vez parezcan obvios, pero también se encuentran perlas que te ayudarán a mejorar tu modus operandi y, en consecuencia, el ROI de la empresa.

## 7 formas para mejorar tu empresa a partir de las tendencias que muestran las reseñas

### 1. Encuentra el precio adecuado

Muchas grandes marcas invierten grandes cantidades de dinero en consultorías para fijar sus precios y pugnan por encontrar el equilibrio perfecto entre obtener beneficios y asegurarse de que los clientes vuelvan a comprar. Si tu empresa es pequeña, puede que ni siquiera tengas esta opción. Sin embargo, sea cual sea el tamaño de tu empresa, la información incluida en tus reseñas puede serte de gran ayuda.

Si detectas en tus opiniones términos como 'precio' o 'caro' y aparecen en muchas opiniones negativas, deberías tomar medidas al respecto. Si bajas el precio de algunos de tus productos, podría parecer que también se reducirán tus ingresos, pero si muchos de tus clientes se quejan abiertamente de tus precios, es probable que no vuelvan a comprar o contratar tus servicios.

Además, el feedback negativo que aparece publicado puede acabar disuadiendo a otros clientes potenciales. No podemos decirte qué es lo mejor para tu negocio, pero revisar los precios ante las quejas de los clientes puede traducirse en clientes leales y nuevos clientes.

### 2. Gestiona eficazmente las expectativas de envío

Puede parecer obvio pero, si filtras las opiniones de tus clientes para ver las que contienen términos tales como "envío" o "entrega", podrás saber cómo funciona realmente tu servicio de entrega. Algunos clientes siempre van a necesitar que la entrega sea lo más rápida posible, pero el problema de fondo suele ser un fallo en la comunicación.

ES Customer review quick shopping

ES quick shipping

Si tienes muchos clientes que escriben reseñas negativas en estos términos, puede que modificando tu política de envíos o situando esta en un lugar más visible consigas que tus clientes tengan expectativas más realistas sobre cuándo recibirán sus pedidos.

De esta manera evitarás muchas frustraciones y recibirás menos opiniones negativas.

### 3. Detecta problemas técnicos con tu sitio web

Un problema en tu página web, aunque solo sea durante unas pocas horas, puede repercutir negativamente en tu negocio si los clientes se frustran y abandonan la compra. Esto es especialmente cierto en los periodos de mayor actividad, como las navidades o el "Black Friday". En caso de problemas, no cabe duda de que tu clientes los comentarán en sus opiniones.

Hemos notado que muchas empresas de éxito controlan minuciosamente las reseñas cuando reciben muchas más de las habituales para así poder reaccionar al instante y corregir posibles errores cuanto antes. Una [mejor experiencia en línea](https://es.business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website) se traduce en clientes más satisfechos y [más ventas](https://es.business.trustpilot.com/reviews/browsers-to-buyers/how-great-sites-convert-visitors-to-customers), ambas cosas al mismo tiempo, por lo que resulta clave solucionar rápidamente estos problemas.

### 4. Forma a tus empleados y muéstrales reconocimiento

¿Depende tu negocio en gran parte de la labor de tu personal de ventas o tus representantes? En algunas plataformas de opinión [es fácil añadir etiquetas](https://es.business.trustpilot.com/features/review-tagging) a las reseñas para controlar automáticamente qué vendedor o representante ha atendido al autor de la reseña. Así puedes hacerte una imagen real de cómo se desenvuelven tus diferentes empleados. Cuando tengas esa información, es fácil mejorar el desempeño de tus trabajadores.

Si tienes empleados que constantemente reciben críticas negativas, puedes procurarles formación para ayudarles a mejorar. Por otra parte, cuando felicitas a los empleados que regularmente reciben críticas favorables, puedes evidenciar su buen trabajo e inspirarles aún más ánimo creando una tabla de clasificación que estimule la mejora del rendimiento de todos los empleados.

### 5. Soluciona el problema de las tallas

Este es un contratiempo muy habitual y que es muy importante resolver. Existen muchas empresas establecidas en varios países, cada uno con un sistema de tallas diferente. Dar a conocer la equivalencia de las tallas es una dificultad con la que se enfrentan muchas marcas de ropa. Afortunadamente, este inconveniente puede resolverse fácilmente si existe una comunicación clara.

ES customer review sizing

ES customer sizing 

Si recibes muchas opiniones negativas que incluyen términos como 'talla' o similares, te beneficiarías de incluir en tu web una nota bien visible indicando que ciertos productos son más grandes o más pequeños respecto al tallaje tradicional.

Otra idea muy útil podría ser incluir una guía de tallas. Una información clara sobre las tallas hace que los clientes sepan lo que les espera sin que eso afecte su grado de satisfacción, a la vez que reducirías las devoluciones.

### 6. Gestiona las incidencias con un proveedor de fiar

Muchas empresas externalizan su servicio de seguimiento de incidentes para enviar tickets de asistencia desde su sitio web, lo que puede significar que una buena parte de la experiencia de compra de tus clientes escapa a tu control. La subcontrata del servicio de asistencia en gran medida es una buena opción, pero el hecho de tener un control limitado de la asistencia al cliente puede resultar inquietante para las empresas muy meticulosas.

Supervisar las reseñas de tus clientes es una excelente manera de detectar fácilmente cualquier problema en el proceso de emisión de tickets para las incidencias. Al buscar en tus reseñas términos como 'ticket' o 'asistencia', puedes identificar con qué frecuencia ocurren estos problemas y determinar si tiene sentido seguir trabajando con ese proveedor en concreto.

### 7. Prioriza el servicio al cliente

El servicio al cliente de una empresa suele ser lo que más gusta o desagrada a los clientes. Por eso es extremadamente importante prestar siempre atención a lo que tus clientes piensan de tu servicio.

Nuestro módulo Review Insights hace que esto sea [increíblemente sencillo](https://es.business.trustpilot.com/reviews/learn-from-customers/3-ways-reviews-can-help-you-deliver-excellent-customer-service). Te ayuda a tener una idea general de cómo lo estás haciendo y, dado que el servicio al cliente puede suscitar reacciones emocionales (positivas o [negativas](https://es.business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews)), los autores de las opiniones a menudo escriben detalladamente todo lo sucedido. Esto te ayuda a saber exactamente el tipo de experiencias que están teniendo tus clientes y qué puedes hacer para mejorarlas.

## Deja que el feedback de tus clientes detectado y clasificado por nuestro módulo Review Insights sea tu hoja de ruta para mejorar tus resultados comerciales

En resumen, las reseñas de tus clientes esconden información muy valiosa, pero controlar todo esto puede resultar abrumador para algunas empresas.

Deja que nuestro módulo [Review Insights](https://es.business.trustpilot.com/features/review-insights) haga el trabajo pesado por ti. En lugar de matarte buscando pautas y tendencias en tus reseñas, nuestra herramienta descubrirá automáticamente los problemas y las [áreas de mejora](https://es.business.trustpilot.com/customer-stories/ecommerce/lovebook-reveals-how-review-insights-bring-them-closer-to-their-customers). Está funcionando constantemente en segundo plano para ayudarte a mejorar tu empresa para beneficio de tus clientes y te presenta la información en paneles e informes fácilmente comprensibles.

¿Todo listo para empezar a utilizar Trustpilot? [Crear una cuenta ](https://es.business.trustpilot.com/signup?cta=free-signup_header_home) es gratis y siempre tienes a nuestros expertos disponibles con tan solo [ponerte en contacto con nosotros](https://es.business.trustpilot.com/request-demo). 


7 formas de recibir comentarios útiles de tus clientes para mejorar el ROI de tu empresa

How brands can adapt to Gen Z’s new shopping habits V2

How brands can adapt to Gen Z’s new shopping habits

Existe un cambio de valores en la generación Z: Buscan autenticidad y propósito. Se comprometen con empresas que comparten sus valores, con una misión y que actúan éticamente con la sociedad. ¿Cuáles son sus hábitos y cómo pueden adaptarse las marcas?

A la generación Z pertenecen los nacidos entre mediados o finales de los noventa y el comienzo de la década de 2010.

¿Qué es lo que caracteriza a la generación Z?

Este grupo demográfico está experimentando un auténtico cambio de valores. Los miembros de esta generación demandan autenticidad y la defensa de una buena causa. Buscan relacionarse con las empresas que coinciden con sus mismos valores, tienen una misión que va más allá de lo comercial y hacen algo por mejorar la sociedad actual.

¿Cómo afecta esto a sus hábitos de compra y cómo pueden adaptarse las marcas a este nuevo grupo demográfico? En este artículo echamos un vistazo a las expectativas y el comportamiento de la generación Z para descubrir cómo esta nueva generación está influenciando el futuro de las compras.

## Los hábitos de compra de la generación Z
### 1. Compras fáciles y cómodas

No hay duda de que las tecnologías sociales y móviles [han cambiado los hábitos de compra](https://thekeenfolks.com/the-impact-of-technology-on-consumer-behaviour/) y las expectativas de los consumidores.

Las expectativas de los consumidores de hoy suelen incluir una experiencia de cliente omnicanal. [Una presencia omnicanal](/reviews/build-trusted-brand/why-an-omni-channel-experience-is-your-best-christmas-present) proporciona mensajes concordantes y garantiza la coherencia entre los canales. Las marcas cuyos mensajes no coinciden en sus canales digitales y tradicionales (más conocido como un enfoque multicanal) corren el riesgo de perder terreno en el mercado.

La generación Z es una [generación onmicanal](https://www.marketingevolution.com/knowledge-center/trend-analysis-preparing-omnichannel-success-gen-z) genuina. Su comportamiento de compra muestra que les gusta comprar cuando les conviene y no tienen un canal preferido. De hecho, la generación Z parece haber regresado a las [compras en los establecimientos físicos](https://www.theguardian.com/fashion/2020/may/25/shopping-habits-of-generation-z-could-spell-end-of-fast-fashion), mientras que los milenials tienden más a comprar online.

Esto no significa que la generación Z no esté interesada en comprar online. En realidad, les gusta utilizar diferentes canales para tener una experiencia más holística. Pueden buscar un producto online, comprarlo más tarde a través de un anuncio de retargeting en las redes sociales o ir directamente a la tienda a comprarlo.

Así que, aunque su interés por las tiendas en las calles principales es mayor que el de los milenials, la búsqueda online y la flexibilidad de las experiencias omnicanal también son muy apreciadas por esta nueva generación de consumidores.

### 2. Productos de buena calidad

Sin duda alguna, la proliferación de nuevas formas de pago como, por ejemplo, "compra ahora y paga después", ha hecho aumentar la capacidad de compra de los consumidores jóvenes ([el 22% de la generación Z](https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal)). Pero este no es el único motivo por el que utilizan esta forma de pago.

Un estudio revela que la calidad del producto es uno de los [tres aspectos](https://www.marketingdive.com/news/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says/581191/) que infunden a la generación Z confianza en una marca. Los otros dos son las reseñas positivas y un buen servicio de atención al cliente. Las nuevas formas de pago pueden ayudarles a comprar productos más caros y de mejor calidad.

Además de las nuevas formas de pago, la generación Z cuenta también con otras maneras de comprar productos de mayor calidad, por ejemplo, las compras de productos de segunda mano. Como ya hemos dicho anteriormente, la generación Z tiende a comprometerse con marcas que tienen una misión real y se preocupan por los problemas de la sociedad actual. Este nuevo hábito de compra proviene probablemente de un deseo de proteger el planeta y salirse del ciclo consumista de la moda. De hecho, hoy en día, el [27%](https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal) de los miembros de la generación Z dice que es probable que compren en plataformas vintage y de segunda mano.

### 3. Nuevos hábitos de compra

Se puede decir que la generación Z tiene otros hábitos de compra que las generaciones precedentes. Su comportamiento muestra que les gusta seguir las tendencias del momento y comprar por puro placer.

No tienen que comprar [solo una vez a la semana o al mes](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping). El auge de las redes sociales y los 'influencers' ha provocado este cambio en los hábitos de compra. De hecho, a esta generación le gusta hacer pequeñas compras pero más a menudo (incluso más de una vez a la semana).

La publicidad tradicional ya no es tan eficiente como antes. Los miembros de la generación Z prefieren fijarse en otros como ellos y tienden a [confiar más en las opiniones de otros consumidores](/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) que en lo que las empresas dicen sobre sí mismas.

## Cómo atraer a la generación Z a tu comercio electrónico
### 1. Prioriza las experiencias omnicanal

Ahora que las empresas más grandes juegan en ambos frentes, es importante que las empresas más pequeñas superen la mentalidad online/offline y creen un flujo de comunicación continuo entre lo físico y lo digital para que la generación Z lo pueda utilizar durante su proceso de compra.

En 2022, comprar se ha convertido en una actividad posible en cualquier momento y a través de múltiples dispositivos. Para cumplir con las expectativas multicanal de la generación Z, ahora todo es interactivo, incluso tu escaparate.

Al brindar buenas experiencias, tanto online como offline, las pymes pueden hacer que las compras sean más agradables para sus clientes. Una de las mejores formas de hacerlo es integrar la presencia digital en las tiendas físicas.

Una buena estrategia omnicanal puede ayudar a mejorar la experiencia física en el establecimiento, haciendo fácilmente accesible la información adicional que puedan necesitar los clientes. De esta manera se crea una experiencia coherente que permite a los miembros de la generación Z identificarse más rápidamente con la marca y considerar seriamente comprar en esa tienda, sin importar el canal de contacto.

### 2. Adopta nuevos métodos de pago, tanto online como en la tienda

¿Sabías que el [24%](http://www.iqpc.com/media/1003982/39442.pdf) de los consumidores abandona el proceso de compra en el momento de pagar, porque el vendedor no ofrece su forma de pago preferida?

Un estudio prevé que la generación Z va a [reducir su uso de las tarjetas de débito](https://www.emarketer.com/content/how-gen-z-embracing-digital-payments) del 35% actual al 26%, y el de las tarjetas de crédito del 16% actual al 14%. El pago en efectivo también está en declive y solo el 22% de la generación Z admite que seguirá pagando en efectivo sus futuras compras.

No hay duda de que los últimos dos años han acelerado el cambio hacia los pagos digitales. Como resultado de esto, lo más probable es que la generación Z adopte algunas de las siguientes formas de pago:

- Aplicaciones 'Compra ahora y paga después'.
- Billeteras digitales y pagos sin contacto, como Apple Pay, Google Pay o PayPal.
- Aplicaciones para pagar entre particulares. 

Adaptarse a los nuevos hábitos de compra significa tener que atender a diferentes tipos de clientes, con diferentes necesidades y diferentes expectativas, como la generación Z. Contar con múltiples formas de pago te permite poder atender a un público más amplio y cumplir sus expectativas.

### 3. Haz de la transparencia y la autenticidad el eje de tu negocio

Los miembros de la generación Z son, en términos generales, un grupo un poco más escéptico. Su capacidad para verificar cualquier cosa online ha hecho que sea mucho más difícil ganarse su confianza. Por eso, esta generación admira y busca marcas basadas en la transparencia, la honestidad y la autenticidad.

Está claro que la generación Z ha desarrollado hábitos de compra diferentes a los de sus predecesores. Les gusta apoyar a empresas en las que creen y que reflejan sus valores personales.

Las marcas que entiendan la importancia de la honestidad y la transparencia, y puedan adaptarse a las nuevas necesidades y expectativas de la generación Z tienen más probabilidades de ganarse su lealtad a largo plazo. Las empresas que no lo hagan corren el riesgo de quedarse atrás.

¿Cómo pueden adaptarse las marcas a los nuevos hábitos de compra de la generación Z?

Social commerce: what it is and how to get started

En este artículo revisamos los tipos de comercio social que existen, ofrecemos consejos para ofrecer la mejor experiencia a tus compradores sociales y analizamos cómo generar confianza directamente en las redes sociales.

El año pasado, el índice minorista de IBM descubrió que la pandemia había adelantado el cambio de las tiendas físicas al comercio electrónico [aproximadamente 5 años](https://www.jdsupra.com/legalnews/the-impact-of-covid-19-and-accelerated-4288334/). De hecho, durante la pandemia fuimos testigos del auge del comercio social, con un gasto publicitario en redes sociales que alcanzó máximos de hasta [41.500 millones de dólares en 2020](https://www.iab.com/news/iab-internet-advertising-revenue/).

El crecimiento es tan rápido que [se prevé que China llegue a los 446,8 millones de compradores sociales en 2023](https://influencermarketinghub.com/social-commerce-stats/#toc-4) y el comercio social podría alcanzar [604.500 millones de dólares en 2027](https://www.prnewswire.com/news-releases/assessment-of-the-social-commerce-industry-2020-2027-and-impact-of-covid-19---mobiles-segment-readjusted-to-a-revised-39-2-cagr-for-the-next-7-year-period-301125465.html).

Pero... ¿Qué es exactamente el comercio social?

El comercio social es una parte del comercio electrónico que utiliza las redes sociales y la interacción social para impulsar la compra y venta online de productos y servicios.

En este artículo, veremos los tipos de comercio social que existen actualmente, te daremos consejos para que puedas ofrecer buenas experiencias a los compradores sociales y analizaremos lo que puedes hacer para generar confianza directamente en los canales sociales.

## 1. Elige la plataforma social apropiada

Hoy en día, existen tantas plataformas sociales diferentes que resulta esencial elegir la plataforma adecuada para aumentar al máximo las posibilidades de éxito con el comercio social.

La plataforma idónea es aquella en la que se encuentra tu público objetivo y debe funcionar bien con el tipo de productos y servicios que vendes. Para ayudarte, hemos confeccionado una lista con canales que actualmente ofrecen algún tipo de comercio social.

### 1. Pinterest

¿Sabías que el uso de las herramientas de Pinterest Shopping [aumentó un 350% en 2020](https://influencermarketinghub.com/social-commerce-stats/#toc-29)?

Pinterest es una plataforma social para compartir imágenes diseñada con el fin de descubrir y guardar ideas en Internet mediante imágenes, GIF animados y vídeos. Es una buena plataforma para, por ejemplo, empresas de artículos para el hogar, empresas del sector de bodas o tiendas de manualidades.

Más información sobre Pinterest Shopping 

### 2. Instagram

Instagram no necesita presentación. Es una de las plataformas sociales más utilizadas [entre todos los grupos de edad](https://influencermarketinghub.com/social-commerce-stats/#toc-29). Es una maravillosa fuente de inspiración y muchos influencers utilizan diariamente Instagram para promocionar diferentes productos y servicios ante sus seguidores. Instagram hace que sea sencillo etiquetar los productos nombrados en la entrada publicada y así poder dirigirse directamente a los consumidores haciendo referencia a los productos por los que han mostrado interés.

- Todos los meses, [130 millones de Instagramers interactúan con publicaciones comerciales](https://influencermarketinghub.com/social-commerce-stats/#toc-13)
- [El 60% de los usuarios afirma haber descubierto nuevos productos](https://influencermarketinghub.com/social-commerce-stats/#toc-11) en Instagram.

Más información sobre 'Comprar en Instagram' 

### 3. Tiktok

TikTok ha sido descargada más de 3.000 millones de veces. La plataforma alberga una gran variedad de vídeos de formato corto creados por los usuarios sobre temas de humor, acrobacias, trucos, chistes, bailes y entretenimiento en general con una duración de entre 15 segundos y 3 minutos. TikTok tiene [un público más joven](https://talkinginfluence.com/2019/12/17/reach-young-audience-tiktok/) y es ideal para aquellas empresas que venden productos no muy sofisticados como, por ejemplo, artículos de cocina.

- TikTok es la [aplicación número uno a la hora de dirigir la venta de productos](https://blog.hootsuite.com/tiktok-stats/).
- [El gasto por consumidor en TikTok aumentó un 77% en 2021](https://www.businessofapps.com/news/tiktok-consumer-spending-up-77-in-2021/). Los usuarios gastaron 2.300 millones de dólares a través de la aplicación frente a los 1.300 millones del año anterior.

Descubre cómo puedes usar TikTok en combinación con Shopify 

### 4. Facebook

[El 36,8% de la población mundial utiliza Facebook todos los meses](https://www.hootsuite.com/es/recursos/tendencias-digitales-2021). Facebook es una de las redes sociales más antiguas y permite a los usuarios conectarse, compartir, comprar, vender, etc.

Si bien Facebook es la red social más grande que existe, su usuario prototípico ha cambiado ligeramente a lo largo de los años. Pese a tener la reputación de ser una red 'viejuna', el 26,4% de los usuarios son milenials. Dicho esto, más del [36% de los usuarios de Facebook tienen 45 años o más](https://sproutsocial.com/insights/facebook-stats-for-marketers/).

- ¿Sabías que la gente es un [53% más propensa a comprar en una empresa que use el chat en vivo de Facebook](https://www.facebook.com/business/goals/add-live-chat-to-website-with-messenger#)?
- [El alcance publicitario potencial de Facebook es más de 2.110 millones de personas](https://www.hootsuite.com/es/recursos/tendencias-digitales-2021)
- [El 50% de los consumidores busca descubrir nuevos productos](https://www.facebook.com/business/ads/stories-ad-format#) a través de 'Facebook Stories'

Más información sobre la 'Tienda Facebook' 

### 5. YouTube

YouTube es [el segundo sitio web más visitado del mundo](https://www.hootsuite.com/es/recursos/tendencias-digitales-2021). YouTube es una plataforma social propiedad de Google en la que se comparten vídeos online y que cuenta con más de 1.000 millones de usuarios mensuales que, en conjunto, miran más de 1.000 millones de horas de vídeo al día. YouTube puede ayudar a que los consumidores tengan un conocimiento más detallado de tus productos o servicios. Es posible que los compradores quieran ver vídeos sobre un producto que les interese antes de comprarlo y YouTube es excelente para ese objetivo.

- [Los anuncios de YouTube pueden llegar a más de 2.560 millones de usuarios](https://www.hootsuite.com/es/recursos/tendencias-digitales-2021)
- [Los ingresos por publicidad de YouTube alcanzaron los 28.000 millones de dólares](https://www.statista.com/statistics/289658/youtube-global-net-advertising-revenues/) en 2021

Descubre cómo funciona el comercio social en YouTube 

## 2. Ofrece buenas experiencias a los usuarios de las redes sociales

La experiencia de compra a través de las redes sociales es importantísima, ya que es lo que te representa a ti como empresa. Una buena experiencia del cliente en las redes sociales puede ayudarte a aumentar tu tasa de conversión.

Consejos y recomendaciones:

### 1. Dirígete al público apropiado

Es esencial dirigirte a la audiencia correcta y escoger la plataforma social más indicada para tus productos y servicios.

Si tus productos van dirigidos a un grupo demográfico de mayor edad, es preciso que elijas la plataforma social adecuada para llegar a tu audiencia. Y, si tu audiencia es un público más joven, también debes pensar muy bien tu estrategia en las redes sociales.

Tu producto también juega un papel central. Algunos productos se venden mejor en TikTok o YouTube y otros en Pinterest o Instagram.

### 2. Interactúa con los usuarios

Informa a los seguidores sobre tu marca y tus productos o servicios

El 37% de los consumidores dice que [las redes sociales son su principal fuente de inspiración](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) para comprar, por lo que las publicaciones promocionales deberían ser parte de tu estrategia publicitaria. Sin embargo, las publicaciones que promocionan directamente tus productos deben ser solo una pequeña parte de tus publicaciones.

Cuando estés creando tus publicaciones promocionales, incluye un motivo por el que los compradores deberían adquirir tu producto en ese momento. Una razón podría ser un descuento por tiempo limitado o animarles a ser los primeros en disfrutar de ese producto. También puedes, por ejemplo, usar el FOMO ("*fear of missing out*" o temor a perderse algo) dando a conocer la cantidad de gente que ha comprado ese producto en las últimas 24 horas. No olvides incluir también imágenes de buena calidad.

La compra a través de dispositivos móviles es cada vez más popular, [el 45% de los consumidores ha aumentado sus compras a través de dispositivos móviles](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) desde el inicio de la pandemia COVID-19; por eso, las publicaciones promocionales deberían crearse como [publicaciones para comprar](https://squareup.com/t/f_online/d_display/p_forbes/c_branding/o_eco_forbes_brandvoice_socialmediaroundup_shoppableposts/u_core/l_us/dt_alldevice/pr_ecosystem/?route=us/en/townsquare/how-to-sell-products-on-instagram).

Esto significa que los clientes deberían poder comprar de manera muy fácil tu producto directamente en las redes sociales. ¿Sabías que cada mes [130 millones de cuentas de Instagram interactúan con una publicación comercial para obtener más información sobre un producto?](https://business.instagram.com/blog/how-to-plan-for-holidays-on-instagram/) Si aún no estás aprovechando las posibilidades del comercio social, esta podría ser una buena oportunidad para empezar.

### 3. Pide reseñas

Sabemos lo importante que es para los clientes poder comunicarse con las empresas a través de los canales sociales durante el proceso de compra y también sabemos que las opiniones online pueden atraer más clientes a través de las plataformas sociales.

Compartir [opiniones verificadas](https://es.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) en las redes sociales puede ayudarte a que tu contenido sea personal y actualizado, a la vez que te ayuda a destacar frente a la competencia y hace crecer tu reputación online.

## 3. Genera confianza con la ayuda de tus propios clientes

Los consumidores de hoy día investigan mucho más antes de comprar y [confían menos en las empresas que hace unos años](https://es.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust), por lo que estas deben duplicar su esfuerzo publicitario si quieren mantenerse en la cima.

Para destacar frente a la competencia en el comercio social es esencial incorporar transparencia y autenticidad al recorrido de compra de tus clientes. Cuanta más información puedan encontrar los consumidores sobre tu empresa, tus productos o tus servicios en las redes sociales, mucho mejor.

Al mostrar las opiniones de los clientes, las empresas pueden optimizar todos los puntos de contacto del recorrido de compra y asegurarse de que los clientes potenciales reciben señales de confianza y pruebas sociales al utilizar los canales sociales.

Estas son algunas formas de difundir la voz de tus clientes en los canales sociales:

- __Generador de imágenes de Trustpilot__

Trustpilot’s Image Generator

- __Integración Trustpilot x Hootsuite__

Trustpilot x Hootsuite integration

User-generated content

Es evidente que estamos cambiando nuestros hábitos de compra. El auge del comercio social en los últimos años ha cambiado por completo la forma en que las empresas interactúan y se relacionan con su audiencia en los canales sociales.

Generar confianza directamente en las redes sociales puede ser complicado. Sin embargo, el hecho de mostrar el aval de terceros como, por ejemplo, las opiniones verificadas online, puede ayudar a aumentar la confianza del consumidor en tu marca cuando intente comprar a través de alguna red social.

Si quieres más información sobre cómo puede Trustpilot ayudarte a generar confianza en este mundo del comercio social, te invitamos a ponerte en contacto con alguno de nuestros expertos. El proceso es muy fácil y rápido. No tienes más que hacer clic en el enlace de aquí debajo:


Reserva tu consulta gratuita con un experto de Trustpilot

Comercio social: Qué es y cómo empezar

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Cuando las empresas se posicionan: El mejor marketing es el que conecta con los principios de los clientes.

[Consigue tu informe](https://es.business.trustpilot.com/guides-reports/build-trusted-brand/cuando-las-empresas-se-posicionan-el-mejor-marketing-es-el-que-conecta-con-los-principios-de-los-clientes?cta=banner)

Descubra las últimas tendencias para poder mejorar su presencia en los motores de búsqueda y gestionar su reputación online. Saque el máximo provecho a las opiniones de sus clientes con nuestros casos prácticos, consejos, seminarios online y vídeos.

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Reviews

Tales from the infinite aisles: real-life stories of shopping experiences 

In this article, we asked our people, friends, families and colleagues what they think about their shopping experiences. Here's what they said.

From phones to tablets, gaming consoles to personal computers, we’re surrounded on a daily basis by ways to access and purchase goods online. 

The only problem is, it can be a little brain-melting. It’s something that [we’ve explored beforehand](https://business.trustpilot.com/reviews/browsers-to-buyers/too-much-choice), but simply put, with the choice that comes via online shopping, so does a sense of ‘purchase paralysis’. 

A whole host of reasons are culpable for this, from dodgy companies to thousands of shopfronts existing to sell the same thing, but the underlying aspect remains the same: there’s simply too much choice and not enough purchase confidence.

We've taken a look at this topic in depth, with our own research and plenty of peer-backed socio-scientific studies. But it feels like a good time to zoom in on individual stories. So we asked our people, our friends, families and colleagues what they think about their online shopping experience. Here's what they shared as their pain points, experiences and opinions.

### 1. People are shopping online more than ever before 

Two-thirds of our respondents said that they had been shopping online more in the last couple of years. This comes as no real surprise — lockdowns and a heightened worry about crowds have certainly accelerated this, alongside a rise in hybrid working models.

However, several people made the point that ‘physical stores do not have all the inventory’. And some people praised sites that ‘host a variety of different shops on one platform’ — so clearly, some amount of choice is appealing.

There were a few respondents that told us they aren’t shopping online more often in the last few years… but simply because they preferred it almost entirely to begin with! 

### 2. Respondents widely found online shopping to be easier – with caveats

A large majority said that shopping online was easier: more options, being able to compare pricing and finding an unbiased opinion. Sorry shop floor staff, but of course you’re going to say that your most expensive option is the absolute best we’ll find anywhere. 

But the age-old issues are cropping up, even in our small-ish selection of respondents. 

“Decision paralysis is real for sure”

“In person, I can generally evaluate if something will fit much easier” 

“I find it harder to narrow down on my searches” 

We’ve found purchase paralysis is a real issue online, especially as some purchases are easier to make in person than others. And we keep seeing references to a certain type of purchase being more difficult: clothes. 

Materials you can touch, items you can try on and suspiciously ideal website pictures are referenced throughout the anecdotes we received. 

### 3. Despite online positivity, most have given up on a purchase at some point

Despite a majority finding online shopping easier, a similarly high percentage (66%) reported that they had given up on a purchase at one point or another. A better shopping experience certainly doesn’t mean a perfect one. 

The reasons they had for giving up on a purchase syncs up with some of the ideas that we’ve seen before: namely, that the size and importance of a purchase correlates strongly with paralysis. The bigger the buy, the more powerful the paralysis. In this case, it was furniture and vacations.

Our respondents also mentioned issues surrounding timeliness. With endless choice, next-day delivery and a seamless experience, any break within the pathway can cause a drop off. Specifically brought up are ‘last minute needs’, and ‘taking too long to find’. As the way we shop has changed, so have our expectations. 

But it can’t just be sizable purchases and moments of inconvenience that lead people to lose hope. Surely there’s something more? 

### 4. Every single respondent has been misled or received a poor quality product at some point

Yep, every single one of them has a tale about being let down by a shoddy purchase or company at some point. 

‘I purchased a dress and chose the same size as I have always used, but the item arrived significantly smaller.’

‘The delivery time was 3+ weeks and the material was of very poor quality (with a higher price tag).’

‘I've fallen for insta ads a few times buying clothes and kitchen gadgets, where the product you get is cheap and doesn't fit well.’

‘The product descriptions can be deceiving.’

It wasn’t always like this. There was a time when shopping online was very similar to visiting physical stores, just via a different medium. But as the Internet has sprawled out to countless limits, so too have those looking to make a quick buck. 

And the issue that this has caused? Mistrust.

### 5. Reviews reign supreme for trust

If companies, shopping portals and the products themselves can let down their customers, then reviews are the clear solution. Hearing from other people’s honest experiences makes the difference, so much so that they are specifically named as a key ‘sign of quality’ by ten of our intrepid shoppers. 

Of course, not all reviews are built the same. Our respondents seem to mistrust unverified reviews or ‘white-labelled widgets’ displaying too-good-to-be-true scores. 

One key concept when it comes to reviews and building customer advocacy is that of the trust-powered journey. Broken down simply, if you let customers review you, then future customers are more likely to have more trust in you as a business, which can result in an increased likelihood of buying. You also get feedback which can be iterated upon to make your products better, and the cycle goes round once more, each part feeding into the other. 

By getting that cycle of trust right, brands have reached heights [where their name alone can be taken as an arbiter of trust](https://business.trustpilot.com/reviews/build-trusted-brand/what-does-brand-purpose-achieve). And that’s a powerful thing.

### A specific kind of insight 

Examining the specific anecdotes of online shoppers has been a helpful exercise for us; these stories are what make up the macro data. Businesses would do well to examine the reviews they receive in a similar vein; don’t just look for trends, but also for the outliers and the oddities. You might just [find a diamond that can propel you to delivering an even better experience](https://uk.business.trustpilot.com/customer-stories/service-companies/how-hermes-found-success-using-trustpilots-review-insights-tool). 

For more information on how trust can be built into your reviews to gain customer advocacy, explore the lifecycle of a Trustpilot review, or get started with a free profile today. 

Reckoning with the paradox of choice: Why more really is less

In the face of the widely established ‘more freedom = better’ sentiment, we all know that the opposite can often be true: choice can paralyze. 

In short, it delves into why having *more* choices can often lead people to feel less fulfilled (and easily dissuaded from actually making the choice).

And, like many good things, it all starts with jeans. 

After wearing a pair ‘until they’re falling apart’, the author goes to a shop to purchase a new pair, only to freeze in the headlights of multiple finishes, fits and styles. After trying nearly every pair in the store, he leaves with some well-fitting jeans — and a much larger issue on his mind. What kind of impact is overwhelming choice having in our culture? 

### The choices we face

Let’s be real — these days, an hours-long trip to a storefront may feel a little removed. Let’s illustrate the same issues in a setting we can all relate to: the living room.

How many times have you settled down to watch something through an on-demand service? And how many times have you spent flicking through Netflix, Amazon, Shudder, Discovery+ and more, watching snippets, trailers and clips, before feeling overwhelmed and just turning the TV off? 

In the face of the widely established ‘more freedom = better’ sentiment, we all know that the opposite can often be true: choice can paralyze. 

Barry Schwartz is an instrumental figure in this space, with tons of wisdom on this subject — so let’s take a look at some key themes from his in-depth, expansive book *The Paradox of Choice*, and how it still resonates clearly with the modern online experience.

### Ever-ever-ever-expanding horizons

Day-in, day-out, we have an *immense* amount of choices to make – and that’s not even including time spent on the Internet. Whether it’s what to eat, what to watch, decisions around utilities, healthcare, education, even our love lives; we have choices to make *everywhere*.

It’s an array of choices that can feel endless, as Schwartz highlights, to the point where decisions simply cannot be made anymore. This is showcased through the studies conducted by researchers Iyengar and Lepper in 1999 entitled "When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?".

In the most famous of these studies– and the one that demonstrates online purchase paralysis the most strongly – [consumers found themselves in a jam when faced with too many choices, literally](https://faculty.washington.edu/jdb/345/345%20Articles/Iyengar%20%26%20Lepper%20(2000).pdf). 

An upmarket food shop was set up with a sampling table for a discounted range of jams on two occasions. The first time, the table had 6 jams that could be sampled, and the second time, all 24 could be sampled. More people went to see the wider jam range, and the number of people that sampled was roughly similar between the two conditions. But when it came to purchasing time? 

30% of those who visited the 6-jam sample table decided to buy. 

But only __3%__ of those at the 24-jam sample table did the same. 

Purchase. Paralysis. 

But, as we’ve talked about before and as does Schwartz, 24 jam samples isn’t that imposing anymore. Instead, we’re online — ‘a store with infinite floor space’ and thousands upon thousands of choices that can, if not navigated successfully, stop customers in their tracks. 

### Who gets stuck most easily?

Schwartz outlines two different types of personality that very much apply to online shoppers: the maximizers and satisficers. 

You know the maximizers, and may well be one yourself: the trackers and comparers, second-guessers and review-junkies. They want to ensure that, whatever they are in the market for, they get the very best that is out there for themselves and their needs. 

The satisficers (first coined in the 1950s by Herbert Simon) are commonly misconstrued as people who are happy to settle for mediocrity; the kinds of consumers that might not need such a heavy steer towards a “best” option. Instead, Simon paints them as the “ultimate” maximizers — after all, they’re happy to choose a product that hits an internal benchmark. And the result of not constantly chasing perfection? A maximized shopping experience, less dawdling and better satisfaction levels. 

The issue again, especially for us online shoppers, is that the greater the choice and greater the access to information, the more that maximizers are inadvertently being created. The online experience goads us towards needing to find the best, or to not bother at all. 

That means more people are positioned to experience purchase paralysis on their buying journey than ever before. 

### The flavors of remorse and freedom

*The Paradox of Choice* throws up further interesting concepts from other research and thinkers that tie into purchasing confidence and what can keep shoppers from it: 

*Isaiah Berlin’s concept of liberty*

- Positive liberty is the concept of ‘freedom to’ - so, in terms of online purchasing, to research and choose what you want to. 
- Negative liberty is the concept of ‘freedom from’ - again, in relatable terms, the freedom from having to settle for a mediocre product or to be misled.

*Differing concepts of regret* 

- Anticipated regret — the regret that comes before a purchase, and often the one that leads to paralysis. The idea that you will purchase something, then realize that a better choice will shortly follow that you can’t take. 
- Post-decision regret (buyer’s remorse) — being unsatisfied with your purchase and imagining other, better options that you didn’t take. 

Most relevant to online shopping is the idea of anticipated regret; that’s the one that can knock consumers off the purchase pathway before they make a single choice. We have the ‘freedom to’ make our own decisions, but that responsibility can weigh heavy on prospective customers.

But we (and Schwartz) have been doing some thinking about how to combat this.

### The importance of information gathering

What have we learnt so far? 

- We face more choice than ever before 
- Research shows too much choice can paralyze 
- Our options – by moving online – have expanded infinitely
- We’re seeing more people become maximizers than ever before and suffer for it 
- There are different approaches of regret and freedom that influence the choices that we make

Which makes information choosing such a vitally important part of any online purchasing. If we are paralyzed by choice, Schwartz argues we must turn to external resources in order to steer our choices; it doesn’t hurt to turn to help.

That’s where the ideas of *The Paradox of Choice* intersect with what we are doing at Trustpilot; trying to ensure that those paralyzed by online choices have a verifiable, trustworthy source of information about potential choices they have to make. 

Schwartz talks about ‘choosing when to choose’. Trusted reviews and business profiles that people can rely on gives them one less choice to worry about — namely “where do I find information about this that I can trust?”  Quite simply: if someone can trust a source, then it’s a massive level of uncertainty and paralysis that’s soothed. 

[We’ve spoken in other blogs](https://business.trustpilot.com/reviews/build-trusted-brand/trustworthy-reviews-how-do-competing-platforms-stack-up) about how the core fundamentals of our work all point to one concept: the truth. And by reading *The Paradox of Choice*, it seems that the issues faced by the modern consumers are not just ones of overwhelming choice, but also of the Internet being a wild west, whereby everyone is trying to influence said choices; and some, in more illicit ways than others. 

As one of the book's final points wraps up, truth allows consumers to become choosers, not pickers. Choosers that evaluate their information and have time to adjust their goals, rather than pickers that are overwhelmed and simply ‘pick’ out of necessity. In the infinite aisles, it’s good to have a guiding light that you can put a little faith in. 

We’ll be using the ideas of Barry Schwartz and other researchers in these areas to take a modern look at how purchase paralysis manifests – and how businesses can defeat it – in an eBook entitled ‘The antidote to purchase paralysis’ launching this summer.

We’ve used the ideas of Barry Schwartz and other researchers in these areas, and taken a modern look at how purchase paralysis manifests – and how businesses can defeat it. Interested? Let’s get stuck in.

In this article, we’ll look at the types of social commerce that currently exist, give you tips to provide great experiences to social shoppers, and discuss how you can build trust directly on social channels.

Last year, IBM’s Retail Index found that the pandemic accelerated the shift away from brick-and-mortar shops to eCommerce [by about 5 years](https://techcrunch.com/2020/08/24/covid-19-pandemic-accelerated-shift-to-e-commerce-by-5-years-new-report-says/?guce_referrer=aHR0cHM6Ly93d3cuamRzdXByYS5jb20v&guce_referrer_sig=AQAAAGOWTEHQe7BquRE9hv6Ab5jRa9TlM4hmLLjmC7gHRc7ktT4rkoFswyA6uXCLKzkkvhkf3HcO22bfvmGaPEpdepXXUOwoXS358RNjOGqppZ3MT_zmwJq_rXAIQjmIXEOL1s9j7_qs2aqhSOj5zN6PHwyqjsuErlog0weWMJfdgRkK&guccounter=2). In fact, during the pandemic, we witnessed the rise of social commerce, with social media ad spend hitting highs of [$41.5 billion in 2020](https://www.iab.com/news/iab-internet-advertising-revenue/). 

It is growing so fast that [446.8 million social buyers are currently predicted for China in 2023](https://influencermarketinghub.com/social-commerce-stats/#toc-4), and that the global social commerce could reach [$604.5 Billion by 2027](https://www.prnewswire.com/news-releases/assessment-of-the-social-commerce-industry-2020-2027-and-impact-of-covid-19---mobiles-segment-readjusted-to-a-revised-39-2-cagr-for-the-next-7-year-period-301125465.html).

But what is social commerce exactly? 

Social commerce is a subset of eCommerce which involves and supports social media and social interaction to assist online buying and selling of products and services.

In this article, we’ll look at the types of social commerce that currently exist, give you tips to provide great experiences to social shoppers, and discuss how you can build trust directly on social channels.

## 1. Choosing the right social media platform for your business

Today, there are so many different social media platforms. Picking the right one for your business is essential to ensure that your attempt at social commerce is as successful as possible.

The right platform should represent your target audience, and work well with the type of products or services your brand is promoting and selling. To help you out, we’ve put together a quick list of channels that currently offer some sort of social commerce solution.

### 1. Pinterest

Did you know that usage of Pinterest Shopping tools [surged by 350% in 2020](https://influencermarketinghub.com/social-commerce-stats/#toc-29)? 

Pinterest is an image sharing and social media platform designed to save and discover ideas on the internet using images, animated GIFs, and videos. It’s a great platform for homeware brands, or more creative businesses in the wedding or arts and crafts industry for example.

### 2. Instagram

By now, it’s safe to say that Instagram doesn’t need an introduction. It’s one of the most used social platforms [amongst all age groups](https://info.lse.ac.uk/staff/divisions/communications-division/digital-communications-team/assets/documents/guides/A-Guide-To-Social-Media-Platforms-and-Demographics.pdf). Instagram is great at inspiring people. A number of social media influencers use Instagram daily and promote different products or services to their audience. Instagram makes it easy to tag products on post, and to target consumers with products they’ve interacted with on the platform in their Shop section.

- [130 Million Instagrammers tap on shopping posts](https://influencermarketinghub.com/social-commerce-stats/#toc-13) every month 
- [60% of people say they discover new products](https://influencermarketinghub.com/social-commerce-stats/#toc-11) on Instagram 

### 3. Tiktok

TikTok has been downloaded over 3 billion times. The platform hosts a variety of short-form user videos, from genres like pranks, stunts, tricks, jokes, dance, and entertainment with durations from 15 seconds to 3 minutes. TikTok has a [younger audience](https://talkinginfluence.com/2019/12/17/reach-young-audience-tiktok/) and is great for brands who sell less high-end products, like kitchen gadgets for example. 

- TikTok is the [number-one app for driving consumer spending](https://blog.hootsuite.com/tiktok-stats/). 
- Consumer [spending on TikTok increased by a whopping 77% in 2021](https://www.businessofapps.com/news/tiktok-consumer-spending-up-77-in-2021/). Users spent $2.3 billion dollars via the app, compared to $1.3 billion the year before.

Find out how Shopify and Tiktok Shopping work together

### 4. Facebook

[36.8% of the world’s population use Facebook monthly](https://www.hootsuite.com/resources/digital-trends). Facebook is one of the oldest social media platforms in the world, which allows users to connect, share, buy, sell, and more. 

While Facebook is the biggest social channel out there, its demographic has changed slightly over the years. However, despite the platform’s reputation as a seemingly “older” network, 26.4% of the platform’s user base is made up of millennials. That being said, over [36% of Facebook’s audience are 45 or older](https://sproutsocial.com/insights/facebook-stats-for-marketers/).

- Did you know people are [53% more likely to buy from a business using Facebook live chat](https://www.facebook.com/business/goals/add-live-chat-to-website-with-messenger#)?
- Facebook’s potential [advertising reach is 2.11 billion people](https://www.hootsuite.com/resources/digital-trends)
- [50% of consumers want to discover new products](https://www.facebook.com/business/ads/stories-ad-format#) through Facebook Stories

### 5. YouTube

YouTube is the [world’s second-most visited website](https://www.hootsuite.com/resources/digital-trends). YouTube is an online video sharing and social media platform owned by Google, which gets more than one billion monthly users who collectively watch over one billion hours of videos each day. YouTube can help give consumers a more in-depth look at your products or services. Shoppers might want to watch videos about a product they’re interested in before purchasing it, and YouTube is great for that.

- YouTube [ads have the potential to reach 2.56 billion users](https://www.hootsuite.com/resources/digital-trends)
- YouTube’s global [ad revenue reached $28 billion USD](https://www.statista.com/statistics/289658/youtube-global-net-advertising-revenues/) in 2021

Learn how social commerce works on YouTube

## 2. Providing great experiences to social media users

The social shopping experience is so important as it represents you as a brand. A great customer experience on social media can help increase your social commerce conversion rate. 

Here are a few tips to help you get it right.

### 1. Target the right audience

It is essential to target the right audience and pick the right social media platform for your product and services.

If your products target an older demographic, you might want to pick the appropriate social platform for your audience. If your brand targets a younger audience, think about your social media strategy too. 

Your product also plays a big part here. Some products are easier sold via TikTok or YouTube, and some via Pinterest or Instagram. 

### 2. Engage with users

Educate followers about your brand, products or services.

With 37% of consumers saying that [social networks are their biggest source of inspiration](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) for purchasing, promotional posts should be part of your strategy. However, posts that directly promote your products should make up only a small portion of your posts. 

When you create promotional posts, consider adding a reason buyers should purchase the product now. One reason could be a limited-time discount, or you could encourage customers to be the first of their friends to own a new product. You can also create FOMO (fear of missing out) by sharing how many people have bought this product in the last 24 hours, for example. Don’t forget to include high-quality pictures too.

Because mobile shopping has grown in popularity, with [45% of people increasing their number of purchases from a mobile](https://www.pwc.com/gx/en/consumer-markets/consumer-insights-survey/2020/pwc-consumer-insights-survey-2020.pdf) device since the COVID-19 pandemic , promotional posts should be [created as shoppable posts](https://squareup.com/t/f_online/d_display/p_forbes/c_branding/o_eco_forbes_brandvoice_socialmediaroundup_shoppableposts/u_core/l_us/dt_alldevice/pr_ecosystem/?route=us/en/townsquare/how-to-sell-products-on-instagram). 

This means that customers can purchase directly from the post, making it as easy as possible for someone to buy your product directly on social channels. Did you know that each month, [130 million Instagram accounts tap a shopping post to learn more about a product](https://business.instagram.com/blog/how-to-plan-for-holidays-on-instagram/)? This could be a huge opportunity for your business if you’re not already tapping into social commerce.

### 3. Encourage reviews

We understand how important it is for customers to interact with businesses on social channels during the different stages of the buying journey, but we also know that online reviews can attract more customers via social platforms.

Sharing [verified online reviews](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) on social media can help your content stay personal and up to date, while helping you stand out from the competition and grow your online reputation.

## 3. Building trust with consumers

Today’s consumers research more before purchasing, and [trust businesses less than they did a few years ago](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust), which is why brands should be doubling their marketing efforts in order to stay at the top. 

To stand out from the competition in social commerce, it’s essential to incorporate transparency and authenticity to the customer journey. The more information consumers can find about your brand, your products or your services on social media, the better.

With reviews, businesses can optimise every touch point of the buying journey, and make sure consumers are exposed to trust signals and social proof when using social channels.

Here are some ways to share your customers’ voice on social channels:

- __Trustpilot’s Image Generator__

- __Trustpilot x Hootsuite integration__


There’s no doubt that the way we shop is changing. The rise of social commerce in the last few years has completely shifted the way brands interact and engage with their audience on social channels. 

Building trust directly on social media can be tricky. But showcasing third-party validation, such as verified online reviews, can help grow consumer confidence in your brand when trying to implement social commerce.

If you’d like to find out more about how Trustpilot can help you with building trust for social commerce, why not speak to one of our experts? It’s quick and easy, just click the link below.

Improving your online reputation in 3 steps

Se pueden tardar años en conseguir una buena reputación y puede destruirse en unos segundos.

El fuerte crecimiento de las ventas online hace que las empresas tengan que invertir más tiempo y dinero en cuidar su reputación.

Actualmente, el eje central de todo negocio es la buena relación con los clientes. De hecho, el 57% de las pymes admiten que la fidelidad de los clientes se basa principalmente en mantener una buena relación. Un buen servicio y un buen contacto personal atraen a más clientes y mejoran la reputación de marca a largo plazo. 

En 2021, más y más consumidores han realizado sus propias investigaciones como parte del proceso de compra, lo que supone que las empresas deben priorizar la confianza y la transparencia para establecer una buena relación con sus clientes y también deben mejorar su servicio al cliente para difundir su buen nombre. 

Así que, si las reseñas negativas te quitan el sueño, es el momento de entrar en acción. Si los consumidores se topan con opiniones negativas sobre una empresa y/o sus productos, es posible que sigan navegando y eviten esa empresa también en el futuro.

En este artículo te mostramos 3 sencillas maneras de dar la vuelta a una mala reputación y conseguir la confianza de los consumidores para impulsar tu negocio.

¿Te interesa?

## Cómo cambiar tu mala reputación por otra buena

### 1. Empieza a contestar las opiniones negativas

Es muy normal que las empresas se preocupen por la influencia que puedan tener las opiniones negativas sobre los potenciales clientes, pero esto no significa que sean desdeñables.

Las opiniones de los clientes permiten a la gente compartir la experiencia que han tenido con tu empresa y todo el mundo tiene derecho a expresar su honesta opinión. Somos humanos, nadie es perfecto y los consumidores lo saben. Nadie espera que todas las reseñas sean positivas, todos sabemos que pueden ocurrir errores.

El 26% de los consumidores considera muy importante que las empresas respondan a sus clientes y el 68% confía más en las empresas que tienen una mezcla de opiniones positivas y negativas. Seamos honestos, el 100% de reseñas con 5 estrellas es demasiado bueno para ser verdad. Los consumidores no esperan que lo hagas siempre todo perfecto, lo que esperan es que te esfuerces en hacerlo lo mejor posible.

[¿Por qué se escriben opiniones negativas?](https://es.business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect) Si te estás preguntando para qué sirven, una respuesta rápida sería: para darte la oportunidad de mejorar.

El 76% de los consumidores dice fijarse en el servicio al cliente de la empresa para formarse una imagen de la misma.

Es la responsabilidad del servicio de atención al cliente resolver los problemas y transformar las experiencias negativas en positivas.

Learn how to handle negative feedback professionally

learn to respond to negative feedback - v2

Show the world you care, respond to all reviews 

### 2. Utiliza el feedback para mejorar e innovar

Recoger el feedback sobre tu empresa es un buen primer paso para entender a tus clientes y sus necesidades, pero ¿cómo puedes detectar pautas y tendencias?, ¿cómo puedes utilizar las opiniones para mejorar y hacer crecer tu reputación online? 

Hoy en día, el 88% de los consumidores lee reseñas para determinar la calidad de la experiencia de compra que ofrecen las empresas. Esto significa que un visitante que se encuentra con algunas opiniones negativas tiene más posibilidades de acabar comprando en tu empresa si has intentado solucionar los problemas que si has ignorado las críticas.

Así que, en vez de desentenderte de las reseñas negativas, utiliza ese feedback para identificar las áreas de mejora y ponerte manos a la obra en mejorar la experiencia de tus clientes. Si eres capaz de solucionar los problemas de tus clientes insatisfechos de manera rápida y eficaz, el 95% volverá a tu empresa.

Aceptar todo tipo de feedback, tanto el positivo como el negativo, es lo mejor que puedes hacer para mejorar tu servicio y ofrecer una mejor experiencia a los consumidores. ¡No pierdas clientes! Deja de ignorar las opiniones negativas y utilízalas para [mejorar tu negocio](https://es.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights).

consumer insights with reviews

Using feedback to grow and improve

### 3. Inicia tu propio programa de defensa del consumidor

Los consumidores de hoy tienen más poder que nunca y la saturación del mercado hace que cada vez sea más difícil destacar entre tanta empresa. No obstante, hay muchas cosas que puedes hacer para distinguirte de la competencia.

Una de ellas es conseguir tener una buena reputación online.

Los consumidores modernos han perdido la confianza en la publicidad tradicional y, cuando van a comprar online, buscan el aval de terceros. De hecho, el 84% de los consumidores ya no se fía de los anuncios y el 87% admite confíar más en los anuncios que incluyen el logo de Trustpilot. Otros estudios recientes indican que la llamada ‘social proof’ (influencia social informativa) en forma de contenido generado por los usuarios – fotos, vídeos, entradas de blogs, reseñas, [etc.](https://es.business.trustpilot.com/reviews/build-trusted-brand/4-great-examples-of-user-generated-content) – es un 50% más creíble que el marketing tradicional.

Y aún más: el 76% de los consumidores reconoce que es más probable que confíe en el contenido compartido por gente normal que en el contenido compartido por marcas o influencers.

Quienes publican su opinión sobre tu negocio son algo más que simples embajadores de tu marca, son clientes satisfechos y fieles, son tus ‘defensores del cliente’. A diferencia de los influencers, los defensores del cliente son mucho más cercanos y tienen más probabilidad de ayudarte a mejorar tu reputación online y atraer a más compradores, ya que los consumidores de hoy buscan el aval de sus iguales.

Cada vez está más claro que el hecho de convertir a los clientes en garantes de tu marca es lo que puede asegurar el futuro de tu empresa, especialmente porque ha demostrado aumentar la eficacia de la publicidad en un 50%. Es por esto que más y más empresas promueven la figura del ‘defensor del cliente, una persona normal y corriente, un consumidor como tú y como yo (p.ej., https://shop.lululemon.com/ambassadors/store-ambassadors).

El hecho de tener una estrategia de defensa del cliente puede ser un punto de inflexión para una empesa que trata de mejorar su reputación online. Interactuar con tus clientes satisfechos para dar a conocer sus experiencias te ayudará a reforzar tu buena reputación y animará a tus clientes de confianza a elogiar tus virtudes a diestro y siniestro. 

gopro

Share your own customers' experiences

Recuerda: El aval de tus clientes es más eficaz que tu autoproclamada excelencia. ¿No es hora de que conviertas a tus clientes en los héroes de tu historia?

Descubre cómo puede ayudarte Trustpilot a mejorar tu reputación online con una buena estrategia de validación social. Descárgate un ejemplar gratuito de nuestra guía ‘The Value of a trustworthy Brand Reputation’ aquí debajo.

improving your online reputation in 3 steps trustpilot

Cómo mejorar tu reputación online en 3 sencillos pasos

Trustpilot location reviews why they're so important

Los diversos establecimientos de tu empresa pueden aparecer más arriba en los resultados de las búsquedas gracias a la credibilidad que da una plataforma de opinión que se ha ganado la confianza de consumidores y empresas de todo el mundo.

En este artículo explicamos: ¿Qué es una búsqueda local?, ¿por qué son importantes? y ¿cómo pueden ayudarte las Opiniones locales de Trustpilot a destacar sobre la competencia?

## ¿Por qué son importantes las búsquedas locales?

Hay mucha competencia en las búsquedas locales, pero también hay medios para que puedan destacar las empresas con localizaciones o franquicias múltiples. Una forma de subir en los resultados de las búsquedas es optimizar la página web y aparecer en el Grafo de conocimiento de Google (Knowledge graph). Otra es incorporar a tu web elementos como las [Opiniones locales](https://es.business.trustpilot.com/features/location-reviews), que pueden producir un flujo constante de contenido fresco y actual.

Aunque el comercio online ha crecido considerablemente durante el 2020, las búsquedas locales también siguen aumentando. Al día de hoy, el [61 %](https://www.thinkwithgoogle.com/data/shopping-preference-statistics/) de los consumidores prefiere comprar de comercios que también tienen sedes físicas más que de empresas que trabajan únicamente online. De hecho, según Google, las búsquedas “cerca de mí” están imponiéndose a la hora de decidir las compras. Así lo [explica Google](https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/):

*“Puede que las búsquedas ‘Cerca de mí’ se asocien con restaurantes o gasolineras, pero cada vez más gente busca cualquier cosa ‘Cerca de mí’: ‘pantalones vaqueros cerca de mí’, ‘crema desmaquilladora cerca de mí’, ‘estragón cerca de mí’… .”*

En [Google Trends](https://trends.google.es/trends/?geo=ES) se puede ver que las búsquedas ’Cerca de mí’ han aumentado más de un 500 % en los últimos cinco años. [Forrester](https://marketingland.com/reports-digital-especially-mobile-driving-trillions-offline-retail-spending-207037) pronostica que ya en el 2021 las ventas locales en EE.UU. moverán 1,4 billones de dólares. Sabemos por experiencia que cuando utilizamos los móviles para buscar algo somos localizados y, en las búsquedas, nos aparecen las opciones relevantes más cercanas.

Location reviews infographic Google Trustpilot

Los cosumidores de hoy compran cada vez más de los negocios locales como forma de apoyar el comercio local. Aunque el comercio electrónico continúa creciendo, el 90 % de las ventas a particulares siguen teniendo lugar en establecimientos físicos, según un [informe de Deloitte](https://www2.deloitte.com/content/dam/Deloitte/global/Documents/consumer-industrial-products/cip-2018-global-powers-retailing.pdf). Pero para que las tiendas físicas puedan competir con la comodidad y surtido ilimitado que se ofrece online, es necesario ofrecer buenas experiencias a los clientes y trabajar para consolidar la marca.

## ¿Qué puedo hacer para destacar del resto?

¿Sabías que el [97 %](https://www.brightlocal.com/research/local-consumer-review-survey/) de los consumidores navega online en busca de establecimientos locales? - ¿Y que el [76 %](https://www.thinkwithgoogle.com/data/mobile-location-searches-to-store-visit-data/) de los que buscan en su smartphone termina entrando en una tienda cercana en menos de un día?

Si no apareces en las dos primeras páginas de los resultados de las búsquedas locales, no tienes apenas posibilidades de que te encuentren y estás perdiendo muchos clientes potenciales provenientes de Google.

¿Cómo pueden encontrarte los consumidores en esta marabunta tan competitiva? - ¿Y cómo puedes mantenerte en los primeros puestos de los resultados de las búsquedas locales?

Las empresas con múltiples localizaciones físicas, o franquicias, deben estar al tanto de las tendencias de consumo y ser ágiles en su adaptación a las nuevas formas digitales de comportamiento de los consumidores. Esta es una lista con algunas cosas que puedes hacer para mejorar tu ranking:

- Haz que tu sitio web sea compatible con los dispositivos móviles y que sea adaptativo. A Google le encantan las páginas web compatibles con dispositivos móviles y les da prioridad en las búsquedas.
- Incluye ‘esquemas de marcado’ (Schema markups) de tu [organización](https://schema.org/Organization) o de tus [establecimientos locales](https://schema.org/LocalBusiness). Esto hace que los motores de búsqueda capten mejor tu información y Google, con más datos tuyos, puede incluir tu establecimiento local en el Knowledge graph.
- Crea una estructura URL con páginas diferentes para localizaciones diferentes. Esto facilita a los motores de búsqueda la recopilación de información relevante (incluyendo nombre, dirección, teléfono y horarios de apertura) de cada establecimiento. No te olvides de incluir también todas tus ramificaciones locales en Google my Business.
- Aprovecha las posibilidades que ofrecen las plataformas de opinión. Según un estudio de Canvas8, el 89 % de los consumidores reconoce buscar otras opiniones antes de efectuar sus compras. Una plataforma como Trustpilot puede conectarte con tus clientes y, más importante todavía, puede ayudar a que tus clientes compartan su experiencia de compra. Unas buenas opiniones del público local son una buena manera de consolidar tu reputación online.

## Opiniones de Trustpilot para las búsquedas locales

Si quieres empezar destacando ahora que se está volviendo a abrir el mercado, aquí tienes una nueva herramienta: las [Opiniones locales](https://es.business.trustpilot.com/features/location-reviews), que están aquí para ayudar a las empresas con varias sedes o franquicias a promover su buen nombre a nivel local.

web-manager en AutoMester


La utilización de las [Opiniones locales](https://es.business.trustpilot.com/features/location-reviews) es completamentete gratuita. Todas las empresas pueden utilizar las Opiniones locales de Trustpilot para empezar a figurar en el ranking de las búsquedas locales. Te preguntarás, si esto funciona.

Sí, sí que funciona. Todas las páginas de los perfiles de empresa en Trustpilot, independientemente de que utilicen nuestros servcios gratuitos o de pago, aparecen entre los primeros puestos de los resultados de las búsquedas gracias a la consideración de ‘high page authority’ que tiene nuestra plataforma. Esta es una distinción ganada a pulso por las decenas de millones de visitas y nuevas opiniones que tenemos cada mes. En febrero del 2020, el [ranking Alexa](https://www.alexa.com/topsites) situaba a Trustpilot en el Top 400 de sitios web más visitados a nivel mundial y en el Top 130 de España.

Al configurar tus diferentes localizaciones en Trusptilot, se creará un perfil diferenciado para cada localización y empezarás a recolectar opiniones sobre cada uno de tus establecimientos por separado. Cuantas más opiniones recibas, más arriba aparecerás en los resultados de las búsquedas en Google, porque las reseñas publicadas aportan un flujo constante de contenido nuevo y aumentan el tráfico a la página de tu perfil de empresa en Trustpilot. Y todo esto es muy bueno para el SEO.

Añadiendo nuestros TrustBoxes para Opiniones locales en tus páginas locales, estarás suministrando continuamente metadata de localización y con ello estarás diciendo a los motores de búsqueda que incluyan esas páginas en los resultados de las búsquedas locales. Además, [nuestros widgets](https://es.business.trustpilot.com/features/trustbox-widgets) también pueden ayudarte a generar confianza y a conseguir más conversiones.

Marketing Manager en Omega Rental Cars Limited

Si quieres saber más sobre las Opiniones locales y quieres preparar tu negocio para la vida comercial una vez finalizado el estado de alarma empezando desde un buen puesto en los resultados de las búsquedas, aprende a optimizar tus páginas para ir adquiriendo ventaja. Solicita una demostración gratuita sobre las Opiniones locales:

Tras el estado de alarma: Opiniones locales para destacar

How Trustpilot and WooCommerce are working together to build seamless, trustworthy eCommerce

In this article, we dive in and see what WooCommerce does, how they help retailers to build a frictionless online space, and how Trustpilot ties into their work.

Marketing, WooCommerce

Nothing is certain but death and taxes, as the old saying goes. Well, you can probably add online shopping to that adage, such is the proliferation of eCommerce across the world.

It’s a busy space, to say the least. But in the clutter, we’ve seen leaders emerge. Today we want to talk about one of the giants in the eCommerce realm – our friends at WooCommerce. With over 3.4M stores on WooCommerce (source: [Builtwith](https://trends.builtwith.com/shop/WooCommerce-Checkout)), we all know __*who*__ WooCommerce is (but for the uninitiated – they’re an open source commerce platform, built on the popular site-building platform of WordPress, that lets people create a shopping site).

So, __*why*__ do we want to talk about WooCommerce specifically? We’re glad you asked. We love them because they have a similar goal to us; making online shopping as easy, straightforward and trustworthy as possible. They’re opening up the world of online retail to people that are starting out on their journey, or those looking to make the experience even better for their customers. And we liked their offering and ethos so much that we’ve become [an official partner](https://woocommerce.com/products/trustpilot-reviews/).

We’ve covered the __*who*__ and the __*why*__ – let’s dive in and see what WooCommerce does, __*how*__ they help retailers to build a frictionless online space, and how we tie into their work (two hows for the price of one!).

## Infinite aisles, infinite uncertainty

The idea of the infinite aisle isn’t a new one. In fact, we’ve recently released [an entire ebook looking at the issues that people face when shopping online](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-antidote-to-purchase-paralysis), and why trust is so vital to overcoming it. 

But for those of you with places to go and people to see, let’s break it down fast. Multiple studies and research over the last 25 years have shown that having the choice that the internet has brought to shopping can have a negative effect. Namely, that [people get overwhelmed by the choice on offer](https://business.trustpilot.com/reviews/browsers-to-buyers/tales-from-the-infinite-aisles-real-life-stories-of-shopping-experiences), the number of storefronts selling similar products – and the bad eggs who mislead consumers in the hope of making a quick buck. 

It all adds up to purchase paralysis. In the olden days, a customer that needed, say, a plant pot, would go to a gardening store and choose from a handful of options, they’re now faced with tens of thousands of options, from hundreds and hundreds of different online stores. And for a great deal of people, this can lead to them giving up, swirling in a tidal wave of options that makes a simple purchase seem insurmountable. 

But fear not, there is a way to give consumers a better purchasing journey – and subsequently retailers to be more successful via a smoother pathway for customers to finish their purchasing. 

It’s all about leveraging trust. And when we saw what WooCommerce was doing, we decided to partner with them, and to help bring the trust-powered journey to their customer base. 

## Common sense collaboration

We’ve researched the impact of tried-and-tested customer reviews via our platform, and the results were impressive. You can [see the full report here](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-value-of-customer-ratings-and-reviews-in-advertising-in-the-us), but one illustrative takeaway is that an advert that displays a brand’s Trustpilot star rating and a customer review quote raises clickthrough rates by 88%. That’s *real* impact.

Trustpilot and WooCommerce

We wanted to bring some of this impact to the very storefronts that WooCommerce’s clientele build and run their stores through. So, through easy drag-and-drop interfacing, our Trustboxes, showing star ratings and customer feedback, can be put straight onto a WooCommerce WordPress site. More transparency = more trust. 

WooCommerce and Trustpilot customer

Further to this, we’ve also teamed up to offer the ability to automate review invitations through WooCommerce sites. On the surface, this is a handy time-saving piece of automation, that asks each customer to review the service they’ve received, taking the onus off manual invites. 

But looking deeper than this, it again reinforces trust. If a shop is confident and transparent enough to have all of their customers asked to review them, it’s a store and team that can be trusted. It also navigates away from, let’s say, ‘selective’ review invites. Because if we’re being honest, that leads to a temptation of only asking those you know have had a fabulous experience and love the product. 

Yet again, WooCommerce, working with Trustpilot, builds online stores that instill a confidence in their patrons.

## Trust that keeps on delivering

There are further tangible benefits to a trust-powered eCommerce site that goes beyond customer confidence and can start to impact the bottom line. Let us explain.

WooCommerce customers that invite reviews and showcase their TrustScore build lines of communication with their customers. Feedback (the good, bad and indifferent) comes pouring into the business like never before. WooCommerce has done a deep dive into one of these stories – [check it out on their blog](https://woocommerce.com/fr-fr/posts/gardyn-ecommerce-trustpilot-reviews-success-story/). 

Those stores can then use this insight to make better decisions and iron out any kinks in their experience or products. Listening and learning from reviews can pinpoint those hidden sore spots. 

## SEO dogfights

A final advantage of this partnership is how our reviews link into Google Seller Ratings. Like it or not, Google’s SEO rankings can make or break a businesses’ visibility and chances of success. No one wants to be on page three of results for their key search terms. 

Because Trustpilot feeds into Google Seller Ratings, this then [bolsters WooCommerce sites’ SEO rankings](https://business.trustpilot.com/features/review-seo), helping them to stand out in busy, competitive fields from a search perspective. It might not be the main thrust of the trust-powered journey, but it’s another aspect where our collaboration is delivering results. 

## Putting the Woo! in eCommerce

As we mentioned at the start, we love what WooCommerce is doing in making new business ideas, dreams and systems accessible, that were previously only in the hands of experts and those that have training and technical access. 

If anything has come from the last few, strange years, it’s that more and more people are taking risks to change careers, go independent, and set up that business they’ve always thought about building. That’s such an exciting change, and one we’re proud to encourage in our small way. 

At Trustpilot, we don’t just integrate with anyone; we collaborate with those that share our ethos of making online retail a safer and more welcoming place. And that’s why we collaborate with WooCommerce, who put everything in place for ambitious people to get started selling. We just add the magic ingredients: a sprinkling of trust and transparency that helps the world go round. 

Want to take advantage of all the great benefits of a Trustpilot and WooCommerce partnership? 

How to calculate Google Seller Ratings effect on Adwords CTR

How to calculate Google Seller Ratings effect on Google ads CTR

La popularidad de las empresas de todos los sectores (eCommerce, educativo, recreacional, sanitario o financiero), se concentra en las estrellas de los Google Seller Ratings que aparecen en los Google Ads.

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

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

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

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

## So, what are Google Seller Ratings?

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

Trustpilot for Google Seller Ratings

Google Seller Ratings Example 

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

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

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

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

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

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

## 1. Ensure you have Google Seller Ratings

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

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

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

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

## 2. Select a campaign in Google ads

Billede-1

Campaign in Google Ads

Billede-2

Ads extensions in Google ads

## 4. Click on “Automated extensions” and look for “Seller Ratings”

Click “View: Automated extensions report” and look for “Seller Ratings”

Billede-3

Automated extensions in Google ads

Not all campaigns will have Seller Ratings. If you can’t find it in a campaign, please try and check another.

## 5. Data clean up: Separate ads with and without Seller Ratings

The overall campaign data contains a mix of data from ads with and without Seller Ratings, so you should use a spreadsheet to calculate any difference there might be between the two types of ads.

We provided a free template for you to use to calculate your GSR performance:

- [Excel file (download)](https://assets.ctfassets.net/b7g9mrbfayuu/f6vqc8BqScQaEIwqCa6KK/5a6f58b12bc33d5b9e6da977eff88e43/Trustpilot___Cykelpartner_-_How_to_calculate_Google_Seller_Ratings_affect_on_Adwords_ads__1_.xlsx)

Place the data from your “Total – all ad groups” into the top row:

Separate ads with and without Seller Ratings

Data from total ad groups

Insert the “Seller Ratings” data into the Seller Ratings row.

Type the “Seller Ratings” data into the Seller Ratings row

Billede-5

Seller rating data 

Once these steps are completed, your spreadsheet will automatically calculate the performance of ads without Google Seller Ratings, the difference between the ads with and without Seller Ratings, and ultimately, the impact of Google Seller Ratings on your ads.

Please note: Our spreadsheet and how Google ads calculates CTR, CPC, Conversion Rate and CPA can differ slightly as the tools use different amounts of decimals when making the calculations. So please expect minor discrepancies when comparing your spreadsheet's results to the Google ads numbers.

## 6. First results

download (7)

The results

This Cykelpartner.dk campaign saw their click-through rate decrease by 4.45%, and their CPC increase by 7.04%. 

However, more importantly, their conversion rate jumped a massive 34.66%, resulting in a substantial overall 20.51% decrease in cost per conversion/acquisition (CPA) on the ads with Google Seller Ratings.

Ultimately Google Seller Ratings provided Cykelpartner.dk an average 11.42% decrease in CPA, which saved them more than €40.000/yearly. However, please note that every company's experience will be different.

## 7. Calculate your Google Ads performance

We strongly recommend entering data from five different campaigns to get an average which can be used to calculate the impact of your Google ads based on your yearly spend for that channel.

The spreadsheet should automatically calculate this if you input your yearly Google ads spend in the bottom of the spreadsheet.

Please note: If you see a positive number, it means that Google Seller Ratings are saving you money. If you see a negative number, then it means that the extension is costing you money.

## Accounting for differences in campaign results

Cykelpartner.dk saves +€40.000/yearly with Google Seller Ratings. But what if you have different results, or worse, negative results? 

Here are a few tips to ensure you’re tracking everything correctly:

- Have you looked across a representative number of campaigns for your account? For some, five campaigns is not enough as results can vary greatly and some might have a negative impact, but overall, it should be positive.
- Know your competitive environment. Do your competitors have better Seller Ratings and/or more reviews than you?
- Did your average ad position drop on ads with Seller Ratings? This can, of course, affect the ad performance.

## Making the most of Google Seller Ratings

Consumers have an abundance of choice today and this requires quick decision-making and adapting to a new consumer environment for businesses. If your competitors have better Google Seller Ratings or more reviews than you, they might be beating you to the sale. If that’s the case, the way to get ahead and get more reviews and a better rating is by improving your review collection, as well as your overall service.

Most businesses have an abundance of happy customers, but don’t proactively invite them to leave reviews. Collecting customer feedback through a Google Seller Rating [qualified review platform](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) can make a huge difference.

Proactive collection will lead to a higher quantity of reviews. It also offers a better representation of your company. Remember, an unhappy customer will always find a way to make their voice heard, so it’s up to you to make sure you’re giving your happy customers a platform to share their experiences as well.

Reviews aren’t only beneficial for your potential customers – many of our clients have realized that reviews power benefits like Google Seller Ratings, which can accelerate click-through rates, conversions, and revenue. 

Reviews can also be used to improve traffic, on-page conversions, and build trust in all of your marketing campaigns. Google Seller Ratings are just the beginning!

To find out more about the power of reviews, check out Trustpilot's Complete Guide below.

Impact of GSRs on click-through rate

Cómo calcular el impacto de las puntuaciones del vendedor de Google ('Google Seller Ratings') en tu tasa de clics

How Google Shopping and Trustpilot work together to support rapid business growth

In this article, we'll explain how Google Shopping and Trustpilot work together to help businesses like yours get more visibility and grow.

Mobile commerce is predicted to [account for more than 70% of all eCommerce sales by the end of 2021](https://fashiondiscounts.uk/mobile-commerce-statistics/). And that’s another trend that will likely only continue to grow. This means that every day, hundreds of millions of people are turning to Google for help with their shopping needs and choosing options based on what they find in search. 

Fortunately for those medium and smaller  brands, automated feed technology has become scalable and accessible and businesses  of all sizes can use Google Shopping. So let’s take a deeper look into how it can benefit your brand. 

## What is Google Shopping? 

Google Shopping is the tab in search that shows consumers shopping options for whatever they’ve typed into the search engine. For brands, it enables customers looking for products similar to yours to easily find and purchase from you. It lets consumers compare products from different retailers and shows them both paid and organic listings. It also offers product recommendations based on the user's shopping and search history. 

Best of all, in April 2020, Google introduced Free Listings, a program to let brands list their products for free. This helps brands of all sizes compete with the retail giants and take advantage of Google’s scale and reach, so that consumers can more easily find their products. 

##  How does it work and what are the benefits?

You’re probably already familiar with how Google Shopping looks and works from the consumer side. But there are a few key things to remember as a brand using Google Shopping. 

Because they’re ranked above the organic listing, Google Ads give you the best visibility in search. They also direct users directly to your site to complete purchases. But Free Listings can also be a great way to lift your visibility and reach new customers.When clicked, Google  shows the user more product information, customer reviews, and inventory information, allowing for a better and more holistic user shopping experience. 

## Strategies to maximize your success with Google Shopping

Whether you’re using Google Ads or Free Listings, you’ll still want to make sure you’re getting the most out of Google Shopping. 

### 1. Maximize your listing titles 

You have 150 characters and you want to use as many as possible. What are the most important aspects of your product that you want to highlight and use to capture the attention of a shopper with a large amount of options in front of them? 

### 2. Nail down your descriptions

Your descriptions can be up to 5,000 characters, but the preview will only show the first 200. What do you need to include in that first 200 to ensure that as many shoppers as possible click to view the full description?

### 3. Enhance your images  

The higher quality your product images are the better. Are they clear? Are they visually pleasing? Images can play a huge role in which product a consumer selects, so the more effort you can put in here the better your chances at beating out your competitors. 

### 4. Use banners to highlight important selling points

The more you can do to make your product stand out on a page, the better. Especially if you can have a sale or promotional offer. Adding banners with offers like sale, *20% off*, or price drop will draw users’ eyes to your listing and help encourage them to choose yours over the other alternatives. 

## How can Google + Trustpilot help bring awareness to your brand while optimizing your Google Shopping strategy?

Being as transparent as possible helps consumers make more informed decisions and boosts consumer trust in businesses. 

[Trusted Google Reviews Partners like Trustpilot](https://business.trustpilot.com/features/review-seo) can help retailers have their online reviews displayed directly on their product listings in Google Shopping. 

Why is that important today?

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

Whether you’re a smaller business looking to bring awareness to your brand, or a bigger business simply looking to optimize your Google Shopping strategy, showcasing a trust signal such as ratings and reviews can help you stand out from the crowd, and differentiate yourself from other competitors in Google Shopping.

Start listing your products for free today!

Boost SEO with trustpilot product reviews

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

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

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

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


Product review trustbox example

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

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

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

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

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

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

## The benefits of collecting Product Reviews


Royal mail product reviews trustbox

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

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

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

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

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

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


Product review TrustBox on-site

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

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

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

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

Trustpilot update: Meet the new Trustpilot business app 

Intuitive, insightful, and focused on key business outcomes. Your most meaningful insights are now front and center. 

With invaluable feedback from businesses like yours, we enhanced the Trustpilot business experience, speeding up load times, improving flows, and adding new pages into key performance metrics so you can continue to make the most of your customers’ feedback. 

Because if you know, you grow.

Take a look!

## Here’s what’s new

### TrustScore Insights

We know your TrustScore is super important to your business, so we made sure it’s really easy to monitor.

The recently added TrustScore Insights page gives you a deeper view of your star rating, so you can take the right steps to grow or maintain it.  Compare your score against others in your industry, and learn how it’s trending over time. 

### *NEW* Reach Page

Reviews help you build a stellar online presence, right where shoppers are researching their next purchase. Now you can see just how many eyes are on your profile page with the new Reach page, which shows where and how folks are finding you.

You can monitor your SEO performance, see trends and compare your reach to industry competitors.

### Widgets

Our TrustBox widgets are great at driving onsite purchases and lowering abandonment, but with so many, it can be hard to choose what’s best for you. We get it, and that’s why we’ve taken tons of historical data to offer you personalized widget recommendations based on your specific goals.

### Invitation Status 

Say good-bye to an endless scroll! You can now easily monitor past and scheduled review invitations with improved filtering, search, troubleshooting and exporting. 

### Service Reviews 

View all of your reviews in one place and use smartlists to quickly prioritize reviews to share, respond to, and investigate. We’ll also offer expert advice on how to best handle those tricky reviews and where to share the ones you love.

And we’re only getting started. Over the next couple of months, we’ll be making even more enhancements to your experience. We’re pumped to be growing with you!

See the changes for yourself.

Meet the new Trustpilot business experience

Trustpilot debuts on the London Stock Exchange

Trustpilot lists on the London Stock Exchange

We’re excited to announce that Trustpilot has listed on the London Stock Exchange, marking an incredible milestone in our history and the beginning of a new chapter in our story. 

Trustpilot was founded with a simple vision in mind: to create an independent currency of trust. 

We wanted to empower consumers to make confident, informed purchasing decisions — while providing businesses with the tools to engage with their customers and demonstrate the quality of their services to build trust. 

Since 2007, consumers in over 200 countries and territories have shared over 120 million experiences for more than 529,000 websites, helping others by sharing those experiences, and proving the intrinsic value of trust.

So today, we’re very excited to announce that [Trustpilot has listed on the London Stock Exchange](https://www.londonstockexchange.com/discover/news-and-insights/london-stock-exchange-welcomes-truspilot-premium-segment-main-market), marking an incredible milestone in our history and the beginning of a new chapter in our story.

It’s another step in our vision towards creating an independent currency of trust. On a platform that is free to use, open to everybody, and built on transparency. 

We want to thank everyone who has shared their experiences on Trustpilot, listened to that feedback, and believed in our mission. We share this incredible achievement with *you*. 

The bar is never set at Trustpilot and we’re more than ready to start the next chapter of our journey together!


Announcement: Trustpilot lists on the London Stock Exchange 

With the power of your customers’ voices, you can get closer to consumers, and win new business. We want to make it even easier for our business users to feature their reviews in email campaigns. Klaviyo was the obvious choice for our integration.

Like every marketing channel, email performs better when it proves the business is trusted by consumers. With the power of your existing customers’ voices, you can get closer to consumers, and win new customers.

This is why we wanted to make it even easier for our business users to feature their reviews in email campaigns. As one of the most popular email service providers in the fast-growing eCommerce sector, Klaviyo was the obvious choice for our integration. 

## Here’s how it works

The integration is easy to use. After connecting your accounts, customize the Trustpilot widget for Klaviyo newsletters. Select the review type (service or product), star-rating threshold, and keyword content that you want to display in newsletters. Drop this widget into your Klaviyo newsletters, and send. Any time email recipients open the email, they’ll see the most recent reviews that match your settings, as well as your current TrustScore.


Klaviyo Trustpilot integration

## Using the integration for social proof in email marketing

Review content in email campaigns can make a meaningful difference at critical points of the customer journey. In fact, 82% of consumers report that [ratings and reviews in email marketing can make them more likely to make a purchase](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers).

We tell our business users to add reviews to welcome campaigns to grow trust at the beginning of the customer journey, in cart abandonment emails to bring them closer to the sale, and in winback campaigns to extend LTV. Timely promotional newsletters can also benefit from the increased conversion that reviews bring.

[Check out some of our other recommendations](https://business.trustpilot.com/reviews/browsers-to-buyers/3-personalized-email-campaigns-to-increase-conversions) for personalized email campaigns.

## Ready to get started?

This integration is available to any Trustpilot Standard user with a Klaviyo account. 

[Follow the instructions to start now](https://support.trustpilot.com/hc/en-us/articles/360017170600). 

*New to Klaviyo? *

[Start with a free account here](https://www.klaviyo.com/partner/signup?utm_source=0010V00002Nvidk&utm_medium=partner). 

*New to Trustpilot? *

__Request a free demo below__ to get started with a Standard plan and use the integration.

Trustpilot and Klaviyo, partnership announcement

Social proof in email marketing is easier than ever with Trustpilot’s Klaviyo integration

Woman with glasses looking straight ahead

Nuestro análisis es una interpretación del comportamiento humano para entender mejor la experiencia de los consumidores. Aprende a usar este feedback para conocer mejor a tus clientes, satisfacer sus necesidades y aumentar tus ingresos.

Listening empowers you to learn from and talk to your customers in order to create ever-improving experiences.

Businesses with quality data are more likely to collect actionable customer insights, which can help them grow their bottoms line in the long run.

## So what are consumer insights, exactly?

A consumer insight is an interpretation used by businesses to gain a deeper understanding of how their audience thinks and feels. Analysing human behaviours allows companies to really understand what their consumers want and need, and most importantly, why they feel this way. 

When consumer insight research is conducted properly, it should improve the effectiveness of how a company communicates to its customers, which is likely to change consumer behaviour, and therefore increase sales.

But [collecting good consumer insights can be challenging](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), so here is what you need in order to collect and use consumer insights properly:

__1. Good data quality__

Data quality is vital to the collection of consumer insights. Without high-quality data, your conclusions or results might suffer.

__2. A dedicated analytics team__

The role of your data analytics team is essential in order to understand how your customers think and behave. If you don’t have the right analytics team, it’s hard to understand what the data is telling you.

__3. Consumer research__

It’s important to understand and acknowledge consumer behaviour and consumer insights should help you engage with customers emotionally. In order to do that, [it’s essential not to ignore the results of your consumer research](https://uk.business.trustpilot.com/reviews/how-staysure-uses-the-power-of-ai-to-build-customer-trust), whether you agree with them or not.

__4. Database and segment marketing__

Database marketing is a form of marketing using databases of customers to generate personalised communi cations. These databases can lead to personas, different sets of audiences or segments. As consumer insights remain theoretical, database marketing is another essential element to your research when it comes to testing and learning. Indeed, test actions are necessary if you want to turn insights into facts.

## But what’s the difference between market research and consumer insights?

__Market research__ can be defined as an effort to gather information about customers or markets. It provides information about market needs, market sizes, competitors and customers. It is the “what” of customers and markets. 

Market research delivers statistics and knowledge. 

__Consumer insights__ deliver the same, but tend to come with recommended actions that will help you amplify the company’s growth. This means the team in charge of consumer insights will deliver both data and narrative, allowing you to make use of the data.

Long story short, research tells us what is happening, whereas consumer insights tell us why it’s happening, and will allow us to make changes to our business in order to improve customer satisfaction, customer retention, and increase our bottom bottom line.

If you’re still unsure how you should be using these insights to influence your business and better engage customers, we’ve got you covered.

## Using consumer insights to amplify your marketing efforts

__Consumer insights help analyse the competition__
Whether or not you are the market leader in your industry, looking at how consumers talk about products and services in your industry can reveal a lot about consumers’ needs, and what you can implement to improve your own product, service, or business. 

Being aware of consumers’ conversations when it comes to other products can be extremely valuable, regardless of whether or not they mention or are aware of your business.

### Consumer insights help improve the customer journey


The customer journey’s 5 different stages: awareness, consideration, purchase, retention, and advocacy. Mapping your customer journey will help you understand your customer’s experience and should highlight any gaps you may have.

The customer journey’s 5 different stages: awareness, consideration, purchase, retention and advocacy.

Consumer insights can also help companies map their customer journey and identify any gaps where there might be some, as well as find what works best, and what can be improved for a better user experience and customer journey, from awareness to purchase and advocacy.

Forbes covered [a great example](https://www.forbes.com/sites/blakemorgan/2017/12/15/leveraging-customer-data-to-create-relevant-customer-experiences-2-examples/#731b07d961d3) of how consumer insights was used. Wayfair, a multi-billion dollar online home goods retailer conducted consumer research and analysed their data, and realised they needed to improve their overall customer experience. So they built an app that lets users take pictures of items they see and like giving the information needed so Wayfair can offer recommendations.

Not only did this research allow the business to improve customer experience, but the app now also provides the company with new insights into customers’ styles and needs. As a result, Wayfair saw a 50% increase in customer retention the year the app came out.

### Consumer insights help personalise your marketing

Mass marketing is a strategy in which a company decides to ignore targeted marketing and speak to a whole market instead. The example below illustrates mass marketing perfectly.

An example of mass marketing advertising: toothpaste advert

An example of mass marketing advertising

Today, companies offering a service or product used by many still tend to use mass marketing, like this toothpaste advert. Indeed, by definition of mass marketing advertising, mass-market products do not necessarily need to personalise their communications in order to sell more. 

But in a world where competition is so tough, personalisation has become a necessity for many retail brands out there. Targeted and personalised help communicate a better, clearer message, and therefore attract and retain customers.

That’s why consumer insights can help businesses understand why people buy certain products over other ones and what’s driving those preferences. 

This can help you refine your personas, and determine the best way to speak to your different audience segments. Here are a couple of examples of personalised marketing.


Very personalised website homepage

An example of personalisation

*Very* uses personalised messaging based on sign-in information and seasonal weather data to make a more intimate connection with the site visitor.

Spotify billboard displaying social proof and personalised content

Spotify’s new billboard campaign uses internal consumer data to create unique singular stories that highlighted how personal listening to music can be.

Netflix's personalised homepage

Netflix, on the other-hand, uses algorithms based on previous viewing behaviour in order to recommend the right kind of content to viewers.

Whether it’s with algorithms, internal data, or a mixture of internal and external data, consumer insights help refine the way you communicate to your customers - these brands all use consumer insights to better understand their audience and personalise their marketing and offerings.

Insights are essential to learn about and understand your audience better, as well as find deeper, more actionable insights to improve the way you market your business. 

There are many ways you can use insights to boost your company’s bottom line - so we’ve put this list of steps together to get you started!

### Getting started with consumer insights

- Establish what you want to learn: before conducting research, make sure you know what (and how) you’ll get your data. 
- Identify your resources: How will you obtain data, who’s going to collect it, who’s going to analyse it? Make sure you have enough time and employees dedicated to getting and using your consumer insights.
- What’s your collection method?: How you’ll collect data is extremely important. Are you targeting a specific audience? Existing consumers? Will you use a survey? A focus group? These are important questions. Trustpilot's Review Insights tool is a great way to get started.
- How will you use the data? Make sure your efforts are not going to waste. It’s important to plan and think ahead. Once you have the data, start thinking about what departments, processes, strategies, and initiatives might be affected and what the plan is for that.

Lastly, get started! Obtaining consumer insights is hard work but can pay off in the long run. Find out how Trustpilot reviews can help you collect great insights, learn about Trustpilot's [Review Insights tool here](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), or create a free Trustpilot account today to get started.


¿Qué puede ofrecerte el feedback de tus clientes y cómo puedes utilizarlo?  

Use the insights in your customer reviews to better your business

Use the insights in your reviews to better your business

Análisis del feedback usa la inteligencia artificial para ayudarte a descubrir información procesable con la que tomar mejores decisiones comerciales y brindar una experiencia perfecta a tus clientes.

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

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

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

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

## Consumer insights answer questions before you ask them 

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

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

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

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

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

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

Trends in customer reviews

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

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

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

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

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

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

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

Looking at different common terms in your reviews

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

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

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

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

Watch as new trends in your reviews emerge

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

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

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

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

Review Insights: Use information from reviews to improve your business

Why the finance industry needs to pay attention to consumer insights

If you’re in financial services, the simple act of listening to your customers has never been so crucial as it is now. In this article, we discuss why the finance industry needs to pay more attention to consumer insights.

According to a survey commissioned by Trustpilot, consumers are [50% more likely](https://business.trustpilot.com/guides-reports/build-trusted-brand/building-trust-in-financial-services) to say that their level of trust in financial services providers has decreased (rather than increased) over the last 3 years. 

This is hugely important because when you’re [dealing in finance](https://business.trustpilot.com/industries/finance), you’re likely dealing in relationships. Your customers aren’t buying a pack of gum. They’re entering into what could be a multi-year partnership with your company. 

So with a trend of rising distrust, you can bet that more and more people are doing their due diligence before choosing a company to handle their money — which brings us back to the importance of listening to your customer. How well you listen determines how well you can actually communicate to your audience, build ever-improving experiences, and ultimately improve your bottom line.

And that all starts with capturing consumer insights.

## What are consumer insights, again?

Consumer insights are actionable interpretations of human behaviour that are used to gain a deeper understanding of how an audience thinks and feels. Analysing these insights helps companies understand the motivations, desires, and feelings of the people they want to engage with, all so they can serve them more effectively.

__In short: if you want to meet your customers where they really are, you first have to know where that is.__

When it’s done right, the application of consumer insights can change how you communicate (and resonate) with your clients, increasing sales and customer satisfaction.

Collecting consumer insights can be tricky — here are a few things you’ll need:

__1. Good data quality__

- It all starts with collecting solid data. Without high-quality data, your conclusions or results will likely suffer.

__2. A dedicated analytics team__

- Oftentimes, the most valuable insights aren’t exactly obvious from glancing at a datasheet. You’ll want a dedicated data analytics team to extract the stories out of the data you’ve collected. 

__3. An open mind__

- Gathering and analysing information on consumer behaviour is one thing. But actually acknowledging the sometimes-inconvenient truths that your data is showing you? That’s another. 
- It’s essential to carefully consider the results of your consumer research, whether you agree with them or not.

__4. Database and segment marketing__

- Database marketing uses databases of customers to generate personalised communications. If they are purposefully crafted, these databases represent specific personas, audience segments, regions and more. 
- These kinds of groups are essential to test the authenticity of your consumer insights across different strata. That kind of multifaceted testing can confirm your hypotheses as facts.

## How do consumer insights differ from market research?

These two terms are easily confused, but are markedly distinct. 

__1. Market research__

For starters, market research is an effort to gather information surrounding a given market. That means recording metrics like market needs, market sizes, competitor presence, market rates, service pricing, and more. 

__2. Consumer insights__

If market research tells us *what* is happening, consumer insights tell us why it’s happening. The team providing these insights will offer a narrative around the data with the goal of making actionable recommendations towards typically lofty goals like improving CSAT metrics, increasing customer retention, and generating more revenue. 

And *it works*. 

Here are a few ways financial institutions can use consumer insights to better attract and engage with customers.

## 3 Ways you can turn consumer insights into tangible benefits

### 1. Analyse the competition

Because financial services companies don’t vary wildly when it comes to rates, the company that can best listen to consumers (and utilise that information) usually ends up serving customers the most effectively. That can also mean listening to what customers are saying about your competitors’ services and considering that information as you improve your own. 

### 2. Improve the customer journey

Another way consumer insights can amp up your consumer experience is by revealing specific opportunities to better your customer journey. 

Take the [example of Wayfair](https://www.forbes.com/sites/blakemorgan/2017/12/15/leveraging-customer-data-to-create-relevant-customer-experiences-2-examples/#731b07d961d3), a leading online home goods retailer. After analysing consumer research, they realised their customer journey had some sizable gaps - so they built an app for recommending products based on user interests. Not only did that insight-driven pivot lead to a 50% increase in customer retention for that year, the app now also provides the company with new insights into customers’ styles and needs. 

### 3. Personalise your marketing

Especially when it comes to the financial industry, marketing to “an average consumer” isn’t the best way to make people feel seen. When their money's on the line, consumers tend to appreciate a more personal, more cared-for approach. That’s where hyper-personalised marketing can come into play and help them feel like your company is truly speaking to them as individuals.

Consumer insights can help you develop your understanding of your audience to the point where you can make your marketing truly personalised.

## Next steps

__1. Establish what you want to learn__

- Before conducting research, make sure you know what (and how) you’ll get your data.

__2. Identify your resources__ 

- How will you obtain data, who’s going to collect it, who’s going to analyse it? Make sure you have enough time and employees dedicated to getting and using your consumer insights.

__3. Decide your collection method__ 

- How you’ll collect data is extremely important. Are you targeting a specific audience? Existing consumers? Will you use a survey? A focus group? These are important questions. Trustpilot's Review Insights tool is a great way to get started.

__4. How will you use the data?__ 

- Make sure your efforts are not going to waste. It’s important to plan and think ahead. Once you have the data, start thinking about what departments, processes, strategies, and initiatives might be affected and what the plan is for that.

*Lastly, get started!* It can be a challenging process to build up a stable of customer insights, but it can massively pay off in the long run. 

Find out how Trustpilot reviews can help you collect great insights, learn about Trustpilot's [Review Insights tool here](https://business.trustpilot.com/features/review-insights), or create a free Trustpilot account today to start collecting reviews.

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