Sitting in his bright office considering his next steps to achieve a good search engine ranking, Graeme Donnelly could not shake one question from his mind.
‘How useful are online reviews to us at 1st Formations?’ he murmured.
Three websites and more than 4,500 customer reviews later, Graeme looks back to his initial scepticism and laughs. Reviews helped increase sales by 31%.
Graeme explains how Trustpilot helps increase conversions, improve customer service, and build brand loyalty.
In the beginning, our decision to sign up with Trustpilot was simple - we wanted the 150 reviews required to register a ‘star rating’ in Google Adwords.
What’s more, we are close to dominating our industry. The mainstay of this success is undoubtedly due to these genuine customer reviews and subsequent positive Trustpilot rating.
31% increase in sales with Trustpilot
Our Trustpilot reviews are gathered through the Automatic Feedback Service - a tool which sends review invitations after the customer has purchased from us.
We invite our customers to leave reviews in an objective and unbiased way. This provides us with an insight in the quality of our services and team. We’ve been able to identity what we’re doing well and what our customers love.
On the rare occasion that we’ve received a poor review, we’ve addressed the issues with the client and work tirelessly to improve the customer experience.
With reviews on site, our conversion rates increased from 2.4% to 6.8%.
In one test between the homepage with Trustpilot reviews versus one without Trustpilot reviews, we found that the homepage without Trustpilot reviews saw a 31% drop in sales.
Don’t dismiss negative feedback
We don’t like getting negative feedback, of course, but it’s vital to be made aware of our shortcomings.
The biggest mistake you can make is to dismiss a bad review and fail to act upon it. By doing so, you're missing an important opportunity to turn the situation around to the advantage of both your business and the customer.
The experience of each and every one of our customers is important to us. If it wasn't for them, we simply wouldn't be where we are today.
Improving products with online reviews
Since joining Trustpilot in 2014, we have used our customer reviews to analyse our product offerings, maintain the aspects that work well, make improvements and add new services to complement our existing company formation packages.
For example, we recently introduced virtual office services that our customers can purchase separately for an existing business or add to their company formation packages.
This will have a huge impact for many startups and small business owners who want to improve customer service. Customer feedback gave us the confidence to make these changes with certainty.
Working with Trustpilot
The team at Trustpilot have helped us enormously in understanding how the service works and how to get the most out of it. From getting assistance in setting up the automatic feedback service or requesting help the marketing assets or statistics available to us, we have found the Trustpilot team excellent.