Word-of-mouth systematically comes into play at the first stage of the customer journey. Indeed, during the information search that precedes the purchase decision (or booking for a service), peer recommendations are often decisive. This restaurant was highly recommended by your sister-in-law, while this eco-friendly pacifier revolutionized your colleague’s baby’s nights… And voila, your choice is made! You trust the person who recommended the product or service, so why hesitate?
It’s the same online. Social proof provided by internet users may not come from someone in your prospect’s circle, but depending on the quality and format of the social proof, they can still identify with the person sharing their customer experience. It is therefore crucial for any consumer goods or services brand to obtain qualitative and diverse social proof that brings real value and converts. Trustt compiles the best social proof for you and reveals how to obtain it quickly!
Table des matières
Textual Reviews
It’s no secret: consumer reviews are today the main social proof a brand can have. These reassurances are often the first sought by prospects, and sometimes even the only ones. Not having customer reviews on your e-shop is worse than not having salespeople in a store!
Caution: a customer review is not a guarantee of conversion. Several criteria come into play to see a real increase in sales, such as the number of reviews, their publication date, and their quality.
The Number of Reviews
As this diagram shows, the commercial performance of an e-commerce site is directly correlated to the number of reviews present on that site. For example, one review leads to a 10% increase in orders, 50 reviews lead to a 30% increase in sales, and 200 reviews to a 44% increase. Thus, the more reviews you have on product pages, the greater the impact on your sales!
This other diagram shows that internet users read an average of 10 reviews before trusting a website and proceeding with the purchase.
The Publication Date of the Review
Having enough customer reviews is good, but if these reviews are from five years ago, they’re worthless… This is illustrated by this diagram which even shows that in 2019, 48% of internet users didn’t pay attention to reviews more than two weeks old!
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.The Content of the Review
Now let’s move on to the content of the review. Even if it’s positive, it doesn’t necessarily bring value. When you ask a friend for advice on a computer, do you settle for a simple “It’s a good product.”?
No, and that’s normal! To make a decision, the internet user needs a complete, detailed, and sincere feedback on every aspect of the product or service: what are its performance, effectiveness, sensory appeal, ease of use…
If you think that imposing a minimum number of characters for your internet users to write is the solution to get detailed reviews, you’re mistaken. If you don’t guide your consumers in writing their review, they may not know what to write, feel constrained, and in the end, not leave a review at all.
The solution lies in segmented reviews. Trustt reviews, for example, encourage brand ambassadors (consumers and influencers) to leave the highest quality reviews in the market, while remaining authentic.
Trustt reviews for all services and consumer goods in the beauty, baby, fashion, e-learning sectors… Brands like Coslys, Totote, Ghazal, and Imusic each collect hundreds of customer reviews!
The “benefit of these segmented reviews is to guide prospects towards the product or service that best meets their expectations, needs, and consumption criteria. These reviews thus have a real added value for the information search of consumers, they lend credibility to products or services by proving their effectiveness and thus significantly increase conversions.”
The little “extra” of Trustt reviews?
Useful information about the brand ambassador who left their review: socio-demographic data, physical characteristics, and even links to their social networks, so that potential customers can truly identify with the posted review!
Video Reviews
Video reviews, doesn’t that ring a bell? It’s actually an excellent way to stand out from other brands!
“More than 73% of content consumed on the Internet is video content” according to Cisco.
At the height of the digital age, video reviews are a winning combination: they generate more engagement, are more human and bring prospects closer to the brand community. They are still rare in the market, which makes them a real competitive advantage for any company.
Trustt video reviews are unique in the world: they build on the concept of Trustt segmented text reviews, and thus reveal a 360° feedback on all aspects of the product or service offering. The brand customizes the questions that the ambassador answers in video. The characteristics of the product or service, as well as the level of expertise of consumers, are taken into account to obtain relevant feedback.
The brand can therefore develop the product or service offering that best matches the target’s expectations and consumption criteria. Fewer failed purchases mean better satisfaction and greater customer loyalty. The conversion rate can only increase!
UGC
Here we come to the flagship social proofs of affinity influence… UGC!
Indeed, user-generated social posts have a strong influence on the purchasing decision of potential customers. In cases where the post is not part of a partnership, it is a testimony perceived by prospects as being spontaneous and authentic. It is therefore a good way to learn about the product or service with confidence.
A micro-influence strategy
Moreover, if the UGC has been published by an active internet user on the social network with a small community, micro-influence is activated. Micro-influencers indeed have an excellent engagement rate with their followers. Thus, their followers are likely to have similar interests and consumption habits to the influencer, and therefore potentially become customers of your brand.
A way to engage your brand community
UGC is also an excellent lever to build an engaged community and humanize relationships with your community. Indeed, UGC is a portal
that gives the brand the opportunity to interact directly with a contributor to the brand image. It’s therefore an opportunity to get closer to them by liking, sharing, or commenting on their testimony, whether it’s positive, mixed, or negative! Sharing ambassadors’ UGC on the homepage is also a good practice highly appreciated by the community and prospects, who thus perceive you as a brand that values its audience and shows consideration for them.
This is what our client Skinjay did (last photo)!
A valuable source of information
Moreover, UGC is a true gold “mine in terms of consumer insights. Internet users, who reveal their true feelings about their user experience, allow the brand to” obtain information on the appreciated aspects of the “product or service offering, as well as areas for” improvement. It “is the best way to know what the target really” expects and what “needs to be done to create the” perfect offering!
Trustt ambassador campaigns, in addition to generating text and video reviews, allow brands to obtain community content in the form of UGC of all kinds: Instagram posts and stories, as well as blog articles, Facebook posts, TikTok posts… Since in addition to selecting a panel of consumers, Trustt’s machine learning algorithm, SophIA®, incorporates influencers who have affinities with brands for more social publications!
Kookapi, Ella Baché, Marilou Bio, and Skinjay obtain UGC of all types with Trustt
Case Studies
Each of your customers is unique and has their own expectations: why not write customer case studies to show your prospects that you know how to adapt to their needs?
Personalization is an increasingly important criterion for consumers when searching for products or services. Case studies showing how your brand has been able to analyze the challenges and needs of your customer demonstrate your willingness to place consumers at the center of your priorities.
This is a good practice that Trustt has been applying since its beginnings: discover all our case studies here.
Proven Effectiveness Data
Finally, how about proving the effectiveness of your products or the quality of your services with numbers?
Proven Effectiveness Data allow you to give credibility to your offer in a statistical manner. They therefore transform your marketing messages into real proven facts!
These statistics are reassurances that can be used to enhance all the brand’s communication materials: product sheets, newsletters, packaging…
Proven effectiveness data are powerful trust indicators, and therefore very good conversion levers. But you still need to be able to collect this data!
Trustt product campaigns act as observatories of proven effectiveness. Thanks to the usage data provided by ambassadors in a form, brands can observe the action of their products or services on consumers whose consumption criteria match the offer.
Proven effectiveness data for Patyka’s purifying cleansing gel
