THE CUSTOMERTRUST CHECKLISTTHE TRICKS YOU’RE MISSING WHEN IT COMES TO EARNING THE TRUST OF YOUR CUSTOMERS

(and what to avoid)

TRUST IS THE ENGINE OF COMMERCE.

Without it, no commerce happens.

With it, anything is possible.

The prob-lem is,you can’t DEMAND trust!

You have to demonstrate that you’re worthy of trust, and hope your customers see you in the act.

(Luckily, that’s easy enough to achieve).

The first step is to harness the power of the Voice of the Customer with ratings and reviews.

Done right, it builds a deep connection between your business and your customers.

Done right, it builds a deep connection between your business and your customers.

consistently,

The difference is TRUST.

But done wrong,it can be disastrous to your reputation and leave you way behind.

But done wrong,it can be disastrous to your reputation and leave you way behind.

We’ve put together a five

for building trust through ratings and reviews.

step plan

STEP ONE

Ask ALL purchasers for a review.

Bias is the enemy of trust. Manipulating the sample group misleads consumers, damages your brand and costs you sales.

40% of people are less likely to trust reviews if they

know they are only from a selected range of people.

(Reevoo research 2013)

Asking everyone who buys from you to write a review means:

Volume is vital. Not just to paint an accurate picture – it also helps your bottom line.

VOLUME.

Reevoo stats 2014

Here’s a graph of conversion rates for people who read reviews while shopping online.

The more reviews, the more likely people browsing your site are to buy – and there’s no plateau. Once you have trust, the sky is the limit.

number of reviews per product

conv

ersi

on

rat

e (%

)

STEP TWO

make sure yourreviews are...

...real!

AVOID THOSEthree little wordsTHAT ARE CRIPPLING PUBLIC TRUST IN CONSUMER REVIEWS:

write a review

It only takes a sniff of a fake and your customers will lose trust in ALL your reviews.

Don’t become another news story - only show reviews from people you can prove are verified purchasers.

Review systems that work collect proactively, by contacting people who haveactually bought the product.

Don’t just let anyone turn up and write a review. You work hard to give your customersgood experiences - you should reap the rewardswithout worrying about fakes or fraudulent reviews.

STEP THREE

DON’T offer incentives.

(Reevoo research 2013)

26% of people are more likely to write a positive review if offered an incentive.

If your heart started racing at that stat, take a deep breath and think again.

Offering incentives for good reviews is junk food for your business.

Even a hint of bribery will destroy any brand integrity that your reviews gain.

Short term gain, long term problems.... But oh so tempting!

Authentic reviews are nutritious.

They build brand advocates and trusting customers for life.

STEP FOUR

Show ALL reviews – warts and all.

Negative reviews can help your business.

It might go against your marketer’s instinct but consumers spend more than five times as long on site when they interact with badreviews, trust the reviews they see far more and convert nearly 85% more often.

(Reevoo research 2013)

95% of people suspect censorship or faked reviews when they don’t see bad scores.

(Reevoo research 2013)

To display all your reviews most effectively, you’ll need moderation in place. A languagefilter will ensure unusable content doesn’tslip through, but it won’t do the whole job...

You’ll also need human moderation on every review you receive.

STEP FIVE

Show WHERE your reviews have come from.

Trust is all about transparency. People writing reviews need to know exactly how the reviews got there, or they just won’t trust them.

If you’re using a third party service to collect and display your reviews, perfect! This step (and hopefully all the rest) will be done for you. Display the third-party Trustmark or logo and you’re in the clear.

if NOT...

You’ll have a hard time explaining to your potential customers that you didn’t manipulate any of the reviews...

even though you have the power (and a motive) to.

80% of online shoppers feel more trusting of reviews displayed by a

neutral, credible third party. The Wall St Journal, Dec 9 2013 – US & UK

By implementing all these steps,you’ll have built your engine.

Think of this as your five-point safety check for building trust.

Tick them all, and keep them ticked consistently, and you’ll see the results in your reputation and your sales.

“The impartiality of con-tent is extremely important to our marketing strategy. Providing customers a platform to exchange inde-pendent views and opin-ions on our products allows them to share their knowledge and experienc-es, and help each other with buying decisions.”

Mike SimpsonMarketing

Director, Black & Decker Europe,

Australia & New Zealand

“We wanted to make sure we worked with a company that was completely independent and where reviews are never incentivised, and therefore true and authentic.”

George MeadBrand Marketing

Manager, Beko

“It’s very easy to find fake reviews on some e-commerce sites. Our consumers are more informed now so it’s important for us to provide impartial reviews.”

Marco TitiMarketing Director,

Marcopoloshop Group

HAVING TRUST ISSUES?LET’S TALK.

reevoo.come: info@reevoo.com