Building Online Review Trust: A Big Challenge With Big Rewards

Building Online Review Trust: A Big Challenge With Big Rewards

Nick is a marketing executive for the UK’s biggest hosted eCommerce provider, EKM. Since joining the team, Nick has worked with some of the biggest names in eCommerce to keep marketing content fresh and targeted to their customers.

In this guest post, Nick tells you how Trustpilot helps EKM and their clients connect with their customers online.


Let’s start this blog with some wise words that echo in my head to this day:

The challenge of eCommerce is to build effective relationships in the absence of any physical human interaction
— Christopher Bones & James Hammersley, ‘Leading Digital Strategy’

For some, myself included, online shopping has been an integral part of our daily lives for longer than we care to remember. As the shipping war continues, delivery times get shorter and shorter. With north-star companies like Amazon offering delivery within an hour, taking time out to visit a bricks and mortar store seems an archaic endeavour.

Shopping online is becoming the rule, not the exception. But with the vast range of online stores comes a challenge that’s harder than it was for local bricks-and-mortar stores; gaining consumer trust. Trust is key to succeed in this marketplace.

The removal of human interaction means it’s tougher for shoppers to assess a situation and see if they are buying from a legitimate and trustworthy business.With that being said, the constant pursuit of consumer trust should be at the forefront of any online business owners’ priorities. Luckily, there are tools out there such as Trustpilot that act as a reference point for uncertain shoppers.

According to Econsultancy, 61% of customers read reviews before making a purchase decisions. If over half of your potential customers are reading reviews before making a purchase decision and you're without reviews, imagine the money you are leaving on the table.

Our experience with Trustpilot

Since launching and actively managing our own Trustpilot page at EKM, we have seen two main benefits.

  • An increase in conversion - More people are deciding to use EKM to set up their own online shop after viewing our review page and seeing that we sit at 9.0/10.
  • Staff morale - We have seen staff morale rocket since setting up our page. Staff being publicly acknowledged and thanked by our customers has given them a boost and a reminder why we are here and to keep up the good work.

Where Trustpilot stands out in our eyes is the unrivalled visibility you have of your page and what customers are saying about you. The statistics feature lets us take a step back and see a trend of our reviews and whether they are getting better or worse. Being able to measure and analyse customer perceptions in this way is invaluable to any business.

A big challenge in the eCommerce industry is building trust, due to the lack of human interaction when buying online. Using Trustpilot helps overcome this issue as customers now have a reference point that they can rely on to see if a company is reliable and safe to purchase from.