Trustpilot is an open online review management platform. It is, in fact, one of the largest online review communities in the world. It allows customers to share genuine experiences they have had with the product/service of a company. The platform is geared towards driving open conversations between customers, which in turn provides useful actionable insights to businesses, allowing them to improve on the basis of the feedback received.
Any company that has an online presence, which is a given in this hyper-digitized age, can benefit immensely from collecting reviews on Trustpilot.
On Trustpilot, customers can leave organic reviews of companies they have had a genuine buying experience with. Employees of an organization can give an accurate representation of what working with that company is really like, even though it’s not exactly an employer/organization review website like say, Glassdoor.
Trustpilot allows you, the company, to actively invite customers to leave reviews which describe their experience with your company. And while it is more likely that the users who do take the time out of their day to write an honest review may do so because they had a negative experience. But this leads to a much more well-rounded view of the company, as opposed to a fake, engineered view that only reflects 5-star ratings and positive reviews; a view that most customers are intelligent enough to see through. Businesses that don’t realize this are not going to last long: you can’t build genuine customer loyalty if you’re lacking in the integrity department.
While there are a few advantages that the paid plan has over the free plan, namely, more customers, social media link-ups, and a majority of the integrations/widgets the free plan still includes the company profile, and companies can still send up to 100 invitations to collect organic reviews. So, having a free Trustpilot account is still better than not having one at all.
So, without further ado, here’s a walk-through of Trustpilot’s modules:
The first step is making your customer aware that they can provide useful feedback through Trustpilot. On Trustpilot, there are a number of ways you can invite your customers to leave reviews for your company. You can automate your invitations using the in-house “Automated Feedback Service”. Additionally, it has certified tie-ups with eCommerce platforms such as Magento, Shopify, Woocommerce, MailChimp, and others. This means that your invitations will go out consistently once you’ve set it up, there is no additional work required.
2. Service Reviews
Once customer reviews start coming in, you can respond to them under this section.
Service reviews are a great way to engage effectively with your customers, you can thank them for taking out the time to review your service. If you receive criticism, you can address it and doing so publicly gets you brownie points.
The negative reviews, especially, should be responded to because it not only helps to increase business but also to aid the customer in fixing whatever went wrong. It is more expensive to find a new customer than to fix a problem for an existing one.
Moreover, the customer can always go back and change their review, if only to reflect that your company did a good job dealing with their particular grievance. Every negative review is an opportunity to turn things around that your business should employ gracefully.
Defamatory/offensive content on reviews can be reported. Spam reviews or reviews that are possibly written by competitors can also be reported. These reviews get temporarily hidden and are sent to the compliance team who proceeded to reach out to the reviewer and ask them to edit the offensive part of the review. If the reviewer complies, the review is reinstated, if not, it is taken down.
Trustpilot’s compliance team is the factor that differentiates it from other review websites. It has a dedicated compliance team and the only way to get any review or rating changed is by getting it through the compliance team. The platform is insistent on the integrity of its reviews, always.
For suspicious reviews, the Trustpilot Compliance Team relies on a software which scans all reviews, looking for factors that might seem suspicious such as
- Odd patterns
- IP Address used for different reviews
- Reviews from countries where the company doesn’t sell its products
- Type of device through which the review is inputted
Trustbox allows users to take advantage of a wide range of integrations, ranging from inbuilt Trustbox integrations to integrations with popular apps and services.
Here are some of the notable ones:
These are various types of customizable widgets that customers can put up on their website to showcase star ratings or reviews received by their company on Trustpilot.
For example, the most popular one, ‘Carousel’, lets you display the 15 latest reviews on your website or lets you customize the reviews which will be displayed, for example, you can choose to display reviews with only 4 to 5-star ratings. The Trustpilot logo on the widget will redirect to the company’s profile on the it’s website, where a customer can view a complete picture of the company.
Another example is the Trustpilot Signature: an email signature for businesses wanting to use it
Bonus: Enable Rich Snippets!
“Enable Rich Snippets” is a special feature to enhance your SEO and drive more organic traffic to your product pages. Earn Rich Snippet Stars in organic search results which will show up whenever someone searches for your product on Google.
Any widgets that display reviews can be powered with Rich Snippets. If you see the gold search star on Google, it implies that there are reviews to read on that product’s website.
Pick from over 200000 stock images across hundreds of categories and transfer your review on to it. The image generator creates a professional looking review image which you can use for your website, social media or any other promotional media. It allows you to download the image or post it directly to Facebook, Twitter, Google+ or LinkedIn. You can even customize the sizes for specific social media websites.
Facebook Page Integration
The integration adds a Trustpilot reviews tab, which allows customers to read live feed of reviews of your company without having to leave the company’s Facebook page.
Zendesk is a wildly popular customer service app. Integration allows customers to monitor and respond to reviews within existing customer workflow. Choose how you want to monitor reviews. For example, if you want to sort by star reviews, get notified for negative/ one-star reviews, it will log a ticket in Zendesk automatically for the customer service team to respond to accordingly.
Google Seller Ratings
Trustpilot is a Google partner, which means that it sends company reviews to Google for qualifying them, in order to get Google seller rating stars on their paid ads.
Create custom apps or integrations with Trustpilot ‘s robust API offerings. Do anything that you can do within it’s platform on your own custom app using the API.
4. Marketing Assets
Companies get access to Trustpilot brand assets, such as incorporating Trustpilot rating and/or review content in banner ads, marketing material, promo pics and etc. Incorporating user-generated content into their marketing material has enhanced the success of many companies. Trustpilot’s Marketing Assets allows its customers to take full advantage of that.
This feature is still in the development/beta phase. The Analytics section gives an overview of performance on Trustpilot. Here you can see the origin of reviews by language, collection methods, and other categories.
Other details you can review are your ratings over a period of time, the number of invitations sent, and the conversion rate (reviews per invitation). It is always looking to increase your conversion rate, and analytics is the starting point for how to go about the same.
6. Product Reviews
Product reviews remain on the company’s website so they can avail the SEO benefits of that. However, the reviews are also accessible by the company on the Trustpilot platform, where they can reply to the reviews, ask for moderation if needed, interact with reviewers, etc.
7. Company Profile
The company profile consists of the information that’s going to be made visible on the company’s public-facing page on Trustpilot. It has options such as basic information, Promotion box, guarantee box, Facebook like box, and allows them to add themselves to a category. The information is custom and companies can reflect whatever it is that they want to say in order to present an accurate picture to the reviewers. Companies can add as many users as they want.
8. Support Center
Although it has a dedicated Customer Success team, adequate information is available in the Trustpilot Support Center. Anything that a company might need in order to make their investment in Trustpilot a success, it’s in there.
9. Trustpilot Labs
The Trustpilot Lab contains new features/integrations that are in development by the product development team. Trustpilot customers can take these for a whirl and give them a try before these are made live. Trustpilot makes a point to work closely with its customers in order to deliver features that they like working with and which are actually useful to them.
The most popular Trustpilot features that have emerged are the image generator, compliance management, and direct connections with social media which gives weight to the notion that customers appreciate that it is a consumer-facing brand in addition to being a company facing brand.
Trustpilot helps companies to enhance their existing online presence or build one from scratch using genuine customer reviews. With Trustpilot, your customers and potential customers get a chance to see the “real” face of the company instead of the perfectly curated version that most companies prefer to showcase to all stakeholders but especially to their customers.