Revel Systems experienced a major revenue boost by increasing their conversion rate with Trustpilot’s new TrustBox Optimizer in beta tests of the product.
By allowing prospective customers to use a pull-down bar to view several different customer reviews, the Revel Systems team was able to increased conversions of browsers to buyers a whopping 16%.
What would a 16% increase in conversions mean to your team?
We spoke with Sarah McCoy, Community Manager at Revel Systems, to get the details of their experience testing the TrustBox Optimizer.
What motivated you to test and optimize TrustBoxes on your site?
Sarah McCoy: Trustpilot and Ben [Revel Systems’ Success Manager] did! We are always open to trying new strategies that might increase engagement with our customer reviews.
Where on your website did you choose to test your TrustBox? Why?
Just below our Hero Image on our Homepage - we want our 4-star rating to be front and center and close to our [call to action] CTA.
How easy or difficult was it to set up the Trustbox Optimizer?
It was a cinch! Our developer had an easy time communicating with the Trustpilot team and they were always available to answer our questions.
Would you consider your experience using the TrustBox Optimizer to be a success?
Certainly - it's great to see the difference with the A/B test - we saw a 16% higher conversion rate with the TrustBox on our site.
How do reviews help your business?
The increase in conversion rate really proves that our potential customers care about what our existing customers have to say about Revel. Online reviews are a huge part of the purchase cycle. Every business gets the occasional negative review, but having online reviews is immensely helpful because customers want to know more about your business without having to do a ton of laborious research. Most importantly, your customers want to hear from their peers about their experience with your product.
Trustpilot has been instrumental in improving our online reputation because the platform is so easy to use. With Trustpilot, you provide your customers with an opportunity to share their experience, but it is automated through their platform. Because your customers are invited through a third-party, they are much more likely to respond versus a business going through the very manual (and often obnoxious) process of begging their customers to spread the word. Trustpilot is definitely ahead of the game in the product-review-site space.
Have you found any insights from your reviews, perhaps issues about your company you might not otherwise catch?
[Laughs] At this point, I know what our issues are. If anything, [when a review references an issue] it gives you a real voice to share with leadership - to say, ‘hey guys, blank product doesn’t really work how the customers want it to work.’
Do you use any other review platforms?
We also use NPS [Net Promoter Score], although I don’t directly oversee it. We get similar types of feedback in both arenas. I just think ultimately the more avenues you can give your customers to tell you what they think about your product, the better. I think we need both - not one or the other. You never know who you’re going to reach that might prefer to [write a review] publically or prefer to do it privately.
What are your next steps with Trustpilot and the TrustBox Optimizer?
We’ll definitely be continuing our A/B tests. We’re considering testing our current TrustBox, the Drop-Down, which just features our 4 and 5-star reviews, against another TrustBox which would include a few negative reviews, to see if that adds authenticity.