Item: Trustpilot
Rating: 9
Author: Melissa Best

Overall Satisfaction with Trustpilot

Use Cases and Deployment Scope

We use Trustpilot in Marketing, Customer Service, Product, and UX departments. We incorporate our customer reviews throughout all of our marketing channels. We also use the reviews to improve our customers' experience as Customer Service, Product and UX take our customers' feedback and use it to improve each department. The sentiment tool in the dashboard allows us to pinpoint main areas of concern and address them quickly. The actual reviews are useful in all of our ads such as display, TV, email, social media, etc.

Pros and Cons

Pros

Completing the review for the customer is a simple process which enables us to receive more feedback.
The Trustpilot account management team is a true partner working with each department to help with adoption across the company.
The Trustpilot development team is a trusted partner with our own internal development team, assisting them with implementation as well as integration with their API.

Cons

They recently added a review verification process that requires the customer to go to their email account and click on the verification link for the review to be published. They rolled it out quickly. To their credit they did take the time to get our thoughts on the change. They are trying to make sure the reviews are verified and establish their brand as the trusted review source. However, the drop off in customers completing that last step will likely affect the number of reviews we are collecting.
We've experienced some difficulties with the review widgets being cumbersome on mobile. You can sometimes get stuck scrolling in the widget on mobile and can't get out of it.
I would love for the review widget that lives on the website to have a filter so customers can filter by product, by star rating, etc.

Return on Investment

We've seen an increase in CTR and CVR while lowering our CPAs using our reviews in our display and social media ads.
Integrating the star rating with our Google Ads was automatic and we saw a lift in CTR when the stars were added.
We saw an uptick in traffic in from our Trustpilot review page to our website.

Alternatives Considered

We also evaluated Bazaarvoice when considering adding customer reviews. Completing a tax return takes time and energy from our customers. We did not want them to fill out a lengthy questionnaire-type review. We wanted to make the review process as simple as possible. Bazaarvoice seemed to be well-suited for retail brands but not for finance. I had used Bazaarvoice at a previous employer and implementing the review stars in our Google ads was a lengthier process back then. It may have changed now. The review stars automatically appeared in our Google ads after we reached 100 reviews. Implementing Trustpilot into our tech stack was a much easier process as well.

Support Rating

I've rarely had issues and needed support. During the implementation phase we relied on their support heavily and they were very knowledgeable, responsive and helpful. Any questions I've had have been answered promptly by my account manager. They also have a great knowledgebase for self-service support.

Key Insights

Do you think Trustpilot delivers good value for the price?

Yes

Are you happy with Trustpilot's feature set?

Yes

Did Trustpilot live up to sales and marketing promises?

Yes

Did implementation of Trustpilot go as expected?

Yes

Would you buy Trustpilot again?

Yes

Other Software Used

LiveRamp IdentityLink, C3 Metrics

Likelihood to Recommend

Trustpilot is well-suited for the financial industry. The ease of giving a star rating and the free form review field makes it quick and easy to describe the experience of filing your taxes. Their account management team is one of the best I've worked with. They are invested in helping your brand utilize the tool to its maximum capabilities. When you're in charge of implementing new technology, it can be a daunting task getting the rest of the company excited about another tool. But their account manager met one-on-one with key stakeholders and took the pressure off of me. They've also been great about asking about the results we've had in using the reviews in our advertising. They interviewed our team and created a video and a case study about our experience. The reviews themselves have been a valuable asset in our advertising. I can see where a clothing brand may find the review process less than ideal because there are no questions about size, fit, comfort, etc for the customer to address in the review.

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