stay sure travel insurance Trustpilot 

Staysure travel insurance Trustpilot 

The trust they have established with their customers is reflected with over 30,000 five-star reviews from Trustpilot, more than any other travel [insurance provider](https://business.trustpilot.com/industries/insurance).

With thousands of [new reviews](https://trustpilot.com/review/www.staysure.co.uk) each month, the award-winning company - which specialises in insuring travelers over the age of 50 - is now exploring innovative ways to analyse reviews and understand customer needs. That involves working with an AI.

Stay sure UK travel insurance company stats

### Stars Only Tell You One Part of the Story

To better understand what thousands of customers are thinking and saying, the Northampton-based company recently took an innovative approach in solving their customers' problems. They combined internal innovation workshops with data taken from Trustpilot's new AI tool, '[Review Insights](https://uk.business.trustpilot.com/features/review-insights)', that identifies topics and customer sentiment in each review.

Although a fairly new approach, Staysure's innovation workshops are delivering positive results by involving different teams and generating a plethora of ideas for solving business problems. The team is pulling data-driven reports from Trustpilot's new tool to identify the most common customer complaints, and then prioritise new solutions.


Ellie Newstead, Customer success analyst at Staysure

### Trust as a Foundation of a Long-lasting Relationship with Customers

Trust is a key factor for Staysure’s business. The company specialises in tailored insurance for travelers over 50, who often have unique medical challenges or pre-existing conditions that can limit their travel experiences. 

For this group of travelers, it is very important to feel confident and safe when they travel. An illness or injury may be a common thing, and treatment can be excessively expensive in a foreign country. Having trust in your insurance provider, and believing that you are in safe hands, is crucial. It is a delicate balance built on trust and good service.  

To earn that trust, Staysure’s approach is to provide tailored insurance, and to stay connected with their customers. But with over 3 million policyholders and a whopping 50,000 reviews, it can be challenging to understand each customer’s satisfaction or to manage each customer’s expectations.


Staysure leverages trust throughout the user journey

The company is receiving over a thousand of reviews each month, and like every other business that has faced an increasing number of customers, they slowly started recognising trends happening at scale. It takes time and effort to identify actionable insights from those trends, unless you have access to an AI tool that can recognise them almost instantly.

Ellie Newstead quote

As part of the Customer Experience Team at Staysure, Ellie has used Trustpilot’s new Review Insights to identify relevant topics based on customer sentiment, and to prioritise customer complaints that need immediate attention. This approach helps them identify “discount” as a relevant topic they needed to assess.

### What an AI can Tell You about Customers’ Expectations? 

Review Insights introduces sentiment analysis on a large scale, enabling businesses to learn from their customers and discover trends over time in customer satisfaction, which ultimately leads to improving their service.

The [sentiment analysis](https://uk.business.trustpilot.com/features/review-insights) of thousands of reviews is done by an AI, a machine learning proprietary algorithm that has currently analysed over 31 million reviews on Trustpilot, and discovered 45 million topics and sentiments within them.

Kristians Quote

If you'd like to invest more time in trusted reviews, why not give Trustpilot's free version a go? It's quick and easy, just click the link below.


*Please note that this case study was written in 2019 and updated in 2022.*

How Staysure uses the power of AI to build customer trust

How Setmore uses Trustpilot to create social proof and build trust online 

In this case study, we speak to Jillian Ross, Brand Leader at Setmore, to better understand why the business chose Trustpilot to help strengthen the business and customer connection, and how the team uses third-party reviews to boost its marketing efforts.

With Setmore, brands can connect with their customers and manage all of their appointments through one simple calendar system that gives them the freedom to grow. Their mission is to help brands deliver their magic by connecting businesses and customers. 

With 24/7 customer service, over 1,500 verified reviews, and fantastic 4.7/5 TrustScore, it’s safe to say that Setmore takes its customers’ satisfaction very seriously.

In this case study, we speak to Jillian Ross, Brand Leader at Setmore, to better understand why the business chose Trustpilot to help strengthen the business and customer connection, and how the team leverages third-party reviews to boost its marketing efforts.

## Why Setmore chose Trustpilot to engage with its customer base

Setmore understood the importance of word of mouth before implementing a review strategy. The business was receiving feedback, but had nowhere for it to live. 

“We explored different review platforms but Trustpilot stuck out. We really appreciated how painless it is for customers to leave reviews about a company on Trustpilot, that’s why we decided to give it a go,” explains Jillian.

Setmore started with a free Trustpilot business profile in 2020. After just a few months, the company decided to upgrade to send out more review invitations, and to be able to display their reviews on-site. 

After choosing to switch over to a paid Trustpilot subscription, and including the Invite module, Setmore saw a massive surge in its number of reviews.

## How Setmore displays verified reviews to build trust on-site

When we spoke to Jillian, it became clear that Setmore’s long-term goal is to add the voice of the customer to all marketing channels.

With the Convert add-on Module, Setmore positions Trustpilot reviews front and center on the website’s homepage, within email signatures, and on social channels too.

Setmore shares verified reviews on social media

The business also displays its star rating below the ‘Start for free’ CTA on-site.

The business also displays its star rating below the ‘Start for free’ CTA on its website.

“Showcasing reviews on our site is crucial as we know that people trust people and value what real customers have to say,” says Jillian.

Thanks to Trustpilot’s on-site widgets, Setmore was able to showcase social proof throughout the user journey, and build trust with new website visitors.

Trustpilot reviews can be found lower down on the website’s homepage too.

## How Setmore makes the most of Trustpilot’s tagging feature to learn and improve

Trustpilot has also helped Setmore generate a flood of reviews while enabling the team to engage directly with customers. 

The company responds to every single review, whether positive or negative. Responding to negative reviews is especially important to them, as it’s an opportunity to turn the situation around and learn from past mistakes.

Setmore responds to all types of reviews, whether positive or negative.

“With Trustpilot reviews, you get incredible insight into what your customers love and don’t love, plus what they’d want. It all helps tremendously in guiding our roadmap,” says Jillian.

In fact, Setmore [uses our tagging feature in customer reviews](https://uk.business.trustpilot.com/features/review-tagging) to contribute towards the overall roadmap and make decisions on new features and integrations

“With Trustpilot, we’ve really been able to build relationships with our customers, taking the time to respond to each review.”

If you’d like to give Trustpilot a go for free, just like Setmore did, why not create your business profile today?

It’s quick and easy, just click the link below.

How Setmore uses Trustpilot to create social proof and build trust online

How Trustpilot helps Vecteezy stand out in a crowded market

To better understand how the company builds brand trust and creates positive experiences to maintain its great reputation, we spoke with Nick Power, Director of Marketing at Vecteezy.

The company allows its users to license images directly from artists, and is considered a ‘freemium’ service. Vecteezy’s basic features are free with advertisements and limitations, while additional features, such as improved licensing options and a broader selection of content, are offered to paying customers.

Vecteezy takes pride in its trustworthiness, customer-centricity, and user experience. In fact, their focus on customer happiness and satisfaction has helped them achieve an incredible [4.9/5 rating on Trustpilot from over 9,000 reviews](https://www.trustpilot.com/review/vecteezy.com) since they first joined Trustpilot in 2020.

To better understand how the company builds brand trust and creates positive experiences to maintain its great reputation, we spoke with Nick Power, Director of Marketing at Vecteezy.

## Why Trustpilot?

The US stock imagery market is a crowded and ultracompetitive landscape. Today, people have more than enough choice when it comes to choosing a stock photo provider. 

“Vecteezy gets between 5 to 6 million unique visitors a month, so there was a real opportunity there for us to build trust and credibility using social proof. It’s easy to get visitors to come and download free files but when it comes to upgrading to the paid version, we have to build trust and confirm the value,” says Nick Power.

For Vecteezy, choosing Trustpilot was a way to establish themselves as customer satisfaction superstars to build credibility, stand out from the competition and shine in an overcrowded market.

## Leveraging reviews increased Vecteezy’s conversion rate by 10%

Vecteezy has been using Trustpilot’s automated review invitations to collect reviews from customers. But collecting reviews isn’t enough – it’s all about leveraging them. 

To build trust and credibility with new visitors, the business displays its TrustScore on the pricing page. This adds third-party validation at a time in the journey when consumers are considering whether or not it’s worth upgrading to the paid plan.

Director of Marketing

Vecteezy showcases its Trustpilot star rating on the pricing page

Vecteezy also leverages reviews in Google Ads (on brand and targeted keywords) to capture their consumers’ attention right at the beginning of the journey. Showcasing their Trustpilot reviews and star rating helps them capture and display the value that their product and team has delivered to millions of happy users. In fact, by leveraging the voice of the customer, the business has seen a 10% increase in conversions.

In addition to that, Vecteezy also displays its star rating in email marketing campaigns, specifically, in limited-time sale offer emails, sent to free users. Their team is also working on a future email campaign which will contain Trustpilot reviews and testimonials only, and will help showcase just how happy and satisfied existing customers are.

Vecteezy also displays its star rating in email marketing campaigns

Vecteezy also displays their star rating in email marketing campaigns

## Collecting reviews helps Vecteezy learn and improve

While the stock imagery market is a crowded one, it can be difficult for consumers to find stock photo companies they can trust and rely on to sort out any issues they may encounter. That’s why Vecteezy takes pride in the customer service it delivers. The team uses Trustpilot reviews to help record what works well and what needs to improve.

By doing that, the business has been able to set itself apart and show that Vecteezy is not only a solid option against its competitors, but also has a great, trustworthy, customer service team that is always happy to help. 

The customer service team responds to as many reviews as possible, even positive ones.

To deliver great customer service, Vecteezy uses all reviews (including negative ones) to learn, grow and improve. The team also tries to respond to as many bad reviews as possible to show just how much they care, and to try to turn negative experiences into positive ones.

The customer service team tries to turn negative experiences into positive ones by assisting unhappy customers.

### Moving forward

There’s no doubt that reviews and third-party validation will always be important. But today, building trust and leveraging social proof is critical if you’re hoping to stand out from the competition. Opening up to reviews, both positive and negative, shows how much a brand cares about its customers’ happiness. After all, nobody’s perfect, and being transparent and vulnerable means you’ll get a better knowledge of who your customers are, while learning how to cater better for others.

Vecteezy’s vision is largely customer-focused, and continues to be strengthened by the time and effort they spend on building trusted relationships with both new and existing customers. But it doesn’t stop there; the team is already looking at more opportunities to build credibility, like showcasing reviews on social channels and more web pages.

So if you’re interested in building trust and showcasing third-party validation just like Vecteezy has, why not request a free Trustpilot demo? 

It’s quick and easy, just click the link below.

How Scrum.org increased conversions by 27% by leveraging Trustpilot reviews

How Scrum.org increased conversions by 27%  by leveraging Trustpilot reviews

In this case study, we spoke to Eric Naiburg, COO of Scrum.org, to better understand why the business chose Trustpilot in the first place, how their team uses us, and what results they’ve observed since implementing an online review strategy.

The business delivers training courses around the world, through independent, licensed trainers, and currently counts between 12 and 15 million users of Scrum around the world.

[With over 11,000 reviews](https://www.trustpilot.com/review/scrum.org) (99% of them classified as ‘Excellent’ or ‘Great’), it is safe to say that Scrum.org takes its customers’ satisfaction very seriously. In this case study, we spoke to Eric Naiburg, COO of Scrum.org, to better understand why the business chose Trustpilot in the first place, how their team uses us, and what results they’ve observed since implementing an online review strategy.

## Why Scrum.org chose Trustpilot to collect verified reviews

Scrum.org first started talking to Trustpilot a couple of years ago. The business was interested in leveraging reviews from a marketing perspective, and as a way to learn from their customers to help improve the student training experience. They wanted to better understand how they were doing as a brand, and how valuable their existing customers found their courses.

“We wanted a way to demonstrate the value of our Scrum training programs while also keeping close tabs on how those programs were actually performing,” says Eric Naiburg.

At the end of 2018, Scrum.org decided to give Trustpilot a go. The company went straight to a paid Trustpilot subscription, and started setting up automated review invitations immediately. 

## How the business uses reviews to help improve user experience

There are two ways Scrum.org currently use Trustpilot reviews: 

1. To learn from their existing customers, and improve user experiences.

2. To build trust and credibility with potential customers, and help them choose the right product for their needs.

### 1. Learning from customer feedback

There are so many ways that trends in customer reviews can help companies improve their businesses. For Scrum.org, it all starts with reading every one of their Trustpilot reviews.

“This is the best way to learn from verified customer data, and create a feedback loop,” explains Eric.

“We like to use Trustpilot to make sure our courses are valuable to our students, provide feedback to our trainers who are delivering the courses and improve the course experience itself.”


Students can find reviews about specific teachers on each trainer’s profile page

A verified Trustpilot review giving feedback about one of the trainers

The team also responds to people who may have had a negative experience with the training directly on their Trustpilot profile, and sometimes reaches out to customers privately too, for example, to look into a case in more detail and learn how to improve the experience in the future.

### 2. Helping students navigate their options

Today, the business showcases its Trustpilot rating (known as TrustScore) and reviews on several of their web pages, such as: their homepage, their student reviews and feedback page, their courses’ pages, and their trainers’ profile pages too.

Trustpilot reviews are displayed on the ‘Student reviews and feedback’ page

On certain web pages, the Scrum.org team showcases targeted TrustBoxes. This is done [by using review tags](https://business.trustpilot.com/features/review-tagging) to create specific review content relevant for different pages and stages of the journey. For example, here, Scrum.org displays reviews that are specific to a specific course.


You’ll find reviews specific to each individual course on the courses’ web pages.

Thanks to on-site trust and credibility, Scrum.org is able to help potential applicants navigate their options with per-program and per-trainer reviews. 

But that’s not all. Using Trustpilot’s social integration tools, the team shares third-party validation on other marketing channels, like social media (using the [Trustpilot image generator](https://business.trustpilot.com/features/social-media-tools)) and email marketing.

Scrum.org highlights reviews on Twitter

And on LinkedIn too

An example of a Scrum.org email marketing campaign containing the company’s TrustScore

It’s safe to say that Scrum.org is proud to share its customer reviews with the world. And it works. Within the first year of partnering with Trustpilot, the business saw an incredible 39% increase in website sessions, and a 27% increase in conversions too.

So, if you’d like to find out more about verified reviews and how you can achieve better marketing results using social proof, just like Scrum.org has, why not give Trustpilot a go? 

You can sign up for a free Trustpilot account today before deciding to upgrade to a paid plan – it’s quick and easy, just click the link below.

In this case study, we'll discuss why Food Circle Supermarket chose to upgrade their free Trustpilot plan to a paid one, and how that positively impacted their business.

[Food Circle Supermarket](https://foodcirclesupermarket.co.uk/ "Food Circle Supermarket") is not your average retailer. 

Instead of looking to produce more food, they want to try and reduce food waste and the enormous strain it puts on our planet. They do this by selling surplus products from some of the largest snacking brands in the world and help distribute any product that is short dated, overstock, has old branding, or would otherwise be wasted. 

Their business model works well because it’s a win for everyone involved. They’re able to sell the surplus products at a heavily discounted rate and ship them right to their door, saving their customers time and money on the products they need. And they’re able to help brands from having to waste surplus products and deal with the logistical headache that comes with disposing of them. 

## A customer nudge towards customer reviews 
Because their prices are often more than 50% less than what the usual price would be, it was hard for them to be seen as trustworthy to new customers. Many of them just assumed there was a catch or that it was a scam. They actually started using [Trustpilot’s free platform ](https://business.trustpilot.com/signup?cta=free-signup_plans "Free plans Trustpilot")after a customer reached out to them in 2019 and suggested they get a Trustpilot page — specifically because their prices seemed too good to be true! 

By the time they had accumulated around 200 reviews – almost all of which were 5-stars – they realized the impact that positive reviews [could have on their brand reputation online](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation"). At this point they could clearly see the effect customer reviews had on building trust and they knew that upgrading to a [paid plan](https://business.trustpilot.com/plans "Plans & Pricing") would get them more review invitations and other helpful features. 

## The value Food Circle received from upgrading 
Once they moved onto a paid plan they quickly started to see value in some of the new features they unlocked. With more invitations, more reviews, and better ways to leverage those reviews, their success with Trustpilot grew. 

### More review invitations 
Getting [access to more review invitations](https://business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews "3 reasons why you really need to get more reviews") was one of the main reasons they upgraded. And within less than a year of upgrading, they went from having around 200 reviews to almost 2,000. For new customers to the Food Circle brand, this means more genuine experiences they can read about to help reassure them that Food Circle Supermarket is a trustworthy brand to spend their money with. 

### Better ways to showcase their customer feedback 
Their new plan also came with better ways to use their reviews throughout their customer journey and highlight the online trust they were working so hard to build. They started by implementing a [live carousel of customer reviews](https://business.trustpilot.com/features/trustbox-widgets "Trustpilot widgets") right on their homepage, to build trust with any new visitors to their site. And with their industry becoming more and more competitive, any additional trust they could convey was a huge help in giving them a competitive edge. 

Food Circle Supermarket website

Food Circle Supermarket site

Since their reviews have been so overwhelmingly positive, they also want to point customers back to their Trustpilot page wherever possible. They started including their rating at the bottom of their emails with a link to direct people to their profile page and point them to all of their positive reviews. 

Food Circle Supermarket email footer

This way – regardless of the email’s call to action– anyone who is on the fence can take a look at the feedback from all of their happy customers and know they’re in good hands. 

With some help from Trustpilot’s [social media tools](https://business.trustpilot.com/features/social-media-tools "Social media tools"), it also became quick and easy to turn customer reviews into an eye-catching social post. 

Every brand knows that coming up with unique content for their social channels is extremely challenging. They’re aware that they need to post on a regular basis to keep up a social presence, even though the majority of branded content is something their audience [doesn’t actually want to see](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to reviews"). 

Food Circle Supermarket Instagram

Instead of wasting time trying to reinvent the wheel and post the same repetitive posts about their brand, they’ve unlocked a steady stream of visual content — that their customers are truly interested in — and that helps drive sales.

### Integrations to make their teams’ lives easier
For any business, systems that don’t integrate together can create massive headaches for your teams. Food Circle Supermarket uses Shopify, so it was really important that they find a review platform that had an [integration with them](https://business.trustpilot.com/partners/shopify-plus "Shopify + Trustpilot").

As a result, they’re able to add review carousels and widgets to their site in seconds, so there’s no hassle to make changes or adjustments. It’s quick and easy.

### A competitive edge and a meaningful way to interact with their customers 
Although they’re a unique business in a relatively new market, their industry is getting competitive very quickly. Their reviews give them a competitive edge because they have such great feedback from their customers and they’re sharing it wherever they can. 

It also gives their customers a meaningful way to interact with their brand. [When there’s negative feedback](https://business.trustpilot.com/webinars-videos/learn-from-customers/reviews-happen-a-strategy-of-when-and-how-to-respond "Bad reviews happen: a strategy of when and how to respond"), they’re able to take that, resolve it with the customer, and make changes to avoid future customers having the same issues. And for their happy customers, it’s a great way to foster [engaging conversations with the people who matter most](https://business.trustpilot.com/reviews/build-trusted-brand/why-engaging-in-consumer-conversations-can-help-you-build-a-trusted-brand "Why engaging in consumer conversations can help") so they feel heard. 

### Food Circle’s tips for getting success out of your reviews
Along the way there are a few things that Food Circle Supermarket has learned about how to make the most out of your customer reviews. It’s important to leverage your reviews across as many different marketing channels as possible. Because using the voice of your customers can be so much more effective than your own generic ad copy and messaging, it’s important to maximize results from your reviews by replacing your own voice with the voice of your customer.

The other secret to success with reviews is making the most of the onboarding team and asking as many questions as possible. Because there are a variety of uses and benefits to customer reviews, what works for one company may not work for another.

Paul Simpson, Commercial Director at Food Circle Supermarket

Commercial Director at Food Circle Supermarket

## Getting started with customer reviews
Are you wanting to get started but new to customer reviews? [Create a free account](https://business.trustpilot.com/signup?cta=free-signup_plans "Create your free account") and start collecting reviews today. 

And if you’re already using our free platform and are eager to see similar results to Food Circle Supermarket, consider an [upgrade to our standard plan](https://business.trustpilot.com/request-demo?cta=request-demo_plans_standard "Request a demo"). 

Why upgrading to more invitations and better features was well worth the investment for Food Circle Supermarket

How Wilson Storage uses Trustpilot to build trust in a highly competitive market

In this case study, we speak to Jon Larkin, CEO at Wilson Storage to better understand why the business chose Trustpilot to build consumer trust, and how they’ve implemented reviews throughout their marketing channels since 2015.

It is Australia's only fully ISO Certified storage operator, which also offers a range of support services for businesses including pick and pack, receipt and dispatch and office spaces for hire.

Wilson Group has been providing services for more than 50 years – via parking services, professional security and patrols, property management and leading technology solutions. Their success right across the Asia Pacific region has been achieved through superior performance and the strength of their relationships. 

Wilson Storage incorporates the very best range of services – quality asset protection and security, strong customer service principles and of course, state-of-the-art communication channels including voice, CCTV, intercom and national control rooms. 

Wilson Storage takes pride in its customer service too. The business is passionate about providing 5-star service, and that shows. Currently rated 4.9/5 on Trustpilot from over 1,300 reviews, it is safe to say that Wilson Storage takes customer satisfaction very seriously.

In this case study, we speak to Jon Larkin, CEO at Wilson Storage to better understand why the business chose Trustpilot to build consumer trust, and how they’ve implemented reviews throughout their marketing channels since 2015.

## 1. Why Wilson Storage chose Trustpilot

Wilson Storage began using Trustpilot to demonstrate the strength of the company’s leading customer service. Being a third-party (and impartial) review platform, Trustpilot allowed them to share the many positive reviews and feedback they were hearing in a way their potential new customers could trust. The simple integration into their existing website was also a contributing factor to their decision to use Trustpilot.

“Wilson Storage customers are often storing thousands of dollars worth of possessions. Trustworthiness is essential to the company’s reputation when so many self storage options are available to them. Ensuring we can share the experiences of previous satisfied customers is crucial,” explains Jon.

Self-storage is a highly competitive and price-driven market – customer service and reputation are truly valuable in driving enquiry. Trustpilot is and will continue to be crucial in helping Wilson Storage convey the high quality of their products and services through the trusted positive reviews and comments of their previous and existing customers.

## 2. How Wilson Storage leverages the voice of the customer

Wilson Storage uses Trustpilot reviews in many different ways. 

The business currently displays customer feedback throughout the buying journey: from the website homepage and search campaigns, to emails, social channels and retargeting ads. 

wilson storage social media

“We have included Trustpilot in Google Search Campaigns, as well as retargeting and Social (Instagram and Facebook) campaigns built around the notion of Wilson Storage’s ‘5-Star Storage’ offering. We also display Trustpilot across our website, and at the bottom of each of our email campaigns to reinforce the positive experience of previous customers and show how transparent we are regarding our services,” Jon reports.

wilson storage newsletter

The team also chose to set up individual reviews for each of their locations, allowing the business to gather both general reviews and reviews specific to each branch. This gives Wilson Storage pinpointed feedback on how individual locations are performing in terms of customer service.

wilson storage location reviews

## 3. How Wilson Storage uses API invitations to encourage feedback

“Automated reviews have been the biggest Trustpilot benefit with regard to business efficiency. We used to manually send out review requests once a month. Having implemented the full API, we have now set up the review request to be automatically sent to customers when they move in and move out. It also means all reviews on our website are constantly kept up to date without us having to chase customers,” says Jon.

This has increased Wilson Storage’s Trustpilot reviews dramatically as they are now reaching out to customers at the right point and time. More importantly, the automated reviews also take out the manual work for staff, freeing them up for more customer-focused service. 

“Automation saves us at least two hours of work a month, and our reviews have increased by 140% from January 2021 to January 2022 thanks to Trustpilot’s automated invitation method.”

__If you’d like to see similar results, and learn how reviews can help you build trust, speak to one of our experts – it’s quick and easy, just request a free demo below.__

Evri logo

Evri case study Trustpilot

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Evri, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

Evri provides a range of flexible and affordable delivery options and has a mission to be the UK’s carrier of choice.

Within the UK, Evri operates a network of over 15,000 couriers and over 4,500 ParcelShops. This multi-channel approach offers a convenient and hassle-free delivery experience and ensures that  more than 95 per cent of their parcels are delivered the first time around.

Evri also works with a wide range of leading retailers.  With over [2.9 million reviews](https://uk.trustpilot.com/review/www.evri.com), a fantastic 4.3/5 TrustScore, and over 85% of reviews rated ‘Excellent’ or ‘Great’, it’s safe to say that Evri take its customers’ satisfaction very seriously.

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Evri, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

## Why Evri joined Trustpilot

“We chose Trustpilot as a review partner back in 2014. We wanted to grow our brand reputation and enhance our review strategy to hear more from customers, and get a better understanding of the service we’re providing. It also gives us the opportunity to show our potential customers the quality service our brand provides alongside third-party validation,” says Gemma.

“As we change and modify our review strategy, Trustpilot has been there to support our goals and momentum towards being proactive with our customers and showing more of our customers’ voice across our channels to let them tell our story.”

## How Evri uses customer feedback to improve and innovate

This year has been quite a milestone year for Evri. It reported a record-breaking year in parcel delivery, heightened due to the COVID-19 pandemic, as their key workers continued to deliver to homes across the country. They also exceeded volumes that they’d only previously seen during the peak Christmas season, and executed their five-year growth plan in just five
months, whilst continuing to learn from every single review they received in that period of time.

Since  joining Trustpilot in 2014, Evri has collected a whopping 2.9 million reviews. Evri implemented a wider scoping proactive strategy for Trustpilot in 2018, which contributed to the rise in reviews. 

To better understand their audience’s needs and wants, Evri produces a weekly summarised report of their customers’ feedback, which is shared across the business – including its department leaders and members of its Customer Experience committee.

“Our Trustpilot ratings and reviews are an important metric of our customer service for the board and heads of departments, and it’s a great indication for our business and helps employees understand the bigger picture around customer satisfaction across the industry. A lot of our departments leverage the customer insights we collect. Everyone in the business is interested in
the performance of our reviews. The insights are always utilised in a way that provides guidance and direction for our department leaders,” says Gemma.

Evri uses [Trustpilot’s Review Insights tool](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) to extract trends and positive and negative sentiments from their reviews. This also helps them get an overview of their response rate, performance, and TrustScore.

Gemma explains: 

“Every week, we focus on a different key topic and highlight our customers’ stories and experiences around this. This lets us dive deeper into specific areas to understand what’s working well and what we need to improve. It provides us with actionable insights so we can start investigating areas we need to focus on.”

Using the Review Insights tool, Evri can identify patterns which allow the team to delve deeper into the experiences raised by  customers. Based on previous feedback, Evri has now placed a number of resolutions across the customer journey, including making updates to the contact page.  The team are continuously working to improve  service and go the extra mile for
their customers. Since implementing these changes, Evri has observed an improvement in customer sentiment.

Other Evri teams also like to use customer feedback to assist in their projects:

“Our tech team has also benefited greatly from the customer feedback we’ve received regarding our Evri App. As we’re able to pull out specific insights regarding the app, we’ve identified new aspects of the UX we haven’t uncovered before, and it gives us a great understanding of
what our customers are thinking and feeling. Our app recently won an 'App of the Year' award, and for the submission of that award we used
our Trustpilot reviews to show how appreciated and useful the app is to our users.”

## How Evri showcases customer feedback

Evri is proud to showcase its Trustpilot rating and reviews across their marketing channels, including all of its social media platforms, digital ad campaigns, and client-facing materials.

Evri Trustpilot reviews example

The business actually found that ad campaigns which included Trustpilot content resulted in lower average CPCs and brought their average CPA down significantly.

Evri also uses Trustpilot’s Image Generator tool to create organic posts on social media and showcase some customer reviews. But that’s not all. Evri is also developing its strategy to incorporate Trustpilot ratings and reviews across other marketing channels, such as TV, in order to share the message more broadly.

The business also likes to celebrate special Trustpilot achievements, like million review milestones, or improvements in TrustScore, by sharing them on social media.


Evri (then Hermes) celebrated reaching 1 million reviews on Trustpilot on Twitter

Hermes social media Trustpilot

Evri social media Trustpilot

## The final word…

“We aim to be an open, transparent and a responsible business seeking feedback across the customer journey, including via invitations to all our customers, as we’re keen to promote our partnership with Trustpilot as a trusted, well-respected platform,” explains Gemma.

“With the use of TrustBoxes across our website pages, we showcase that we’re a leader in consumer parcel delivery. We know that the “Excellent” badge is a great thing to be able to share, to not only earn the trust of our customers, but also to encourage customers to continue sharing their honest opinions because we take that very seriously.

Showcasing our reviews across our customer journey is also a way for us to direct customers and potential customers to our Trustpilot business profile page, so they can read all of our reviews, and use it as the official channel to share their own thoughts.”

If you’re interested in collecting actionable consumer insights, and building trust at every stage of the customer journey, just like Evri has, why not request a free Trustpilot demo? 

It’s quick and easy, just click the link below.

How Evri found success using Trustpilot’s Review Insights tool

staples uses trustpilot to boost marketing efforts

staples uses trustpilot  to boost marketing efforts

[Staples](http://www.staples.co.uk/) is part of a global brand family. Today, Staples is the largest company in the industry, serving customers in five continents. In Europe, Staples has wholly-owned operations across 21 countries and work with Alliance Partners in a further 9 markets.

The Staples brand is a stamp of quality that every business person can rely on. Every Staples associate works hard to help customers get the most out of everyday and achieve their goals - whatever they might be. 

Given Staples' size, connecting with customers in a meaningful way and building trust with future customers hasn’t been easy. The challenge to connect individually with each consumer has compounded as the Staples buyer journey has shifted increasingly from in-store to online.

*Please note that this case study was first published in 2018. As of 2021, Staples are no longer a Trustpilot customer.*

## Staples' challenges 

* They needed a simple way to have a genuine dialogue with customers, solve customer issues, and ultimately validate that their brand is one that customers connect with, and trust.
* To build trust into the consumer’s online purchase journey to continue to dominate the increasingly competitive digital space.

## Staples' approach

Staples realized they could collect and leverage customer reviews to solve both of their challenges. 

After researching multiple review solutions, Staples determined that in order for reviews to build trust in their brand, people first needed to be able to trust the authenticity of the reviews. 

For Staples, that meant collecting reviews via a third-party platform that would ensure all customer reviews were public, not merely the positive ones. 
When Staples came across Trustpilot, they quickly decided it would be a good fit, due to the open review community and safeguards to detect fraudulent reviews. Trustpilot’s global presence and customer success team solidified their decision.

Digital Operations Manager, Staples Europe

## The results 

### 1. Empowering customers to represent Staples’ brand

Using Trustpilot’s automated review collection technology, Staples proactively invites both online and in-store customers to leave reviews post-purchase, in a way that fits seamlessly into their customer journey.

This method has helped Staples amass over thousands of reviews across different domains, increasing their average review score across all domains by a couple of points. Staples finds that setting up automatic review collection to be incredibly easy and surprisingly effective as their TrustScore is now a more accurate reflection of their brand.

### 2. Connecting with customers on a personal level

Across Europe, Staples’ customer service reps log-in daily to the Trustpilot platform to reply to reviews, connecting Staples with customers on a personal level that was previously impossible.

Staples also uses reviews to detect customer issues. They strive to respond to all 1 and 2-star reviews within a few hours. After replying, customer service agents follow-up with each customer complaint offline, to both resolve customer concerns and retain loyal customers.

Staples’ dedication to engaging with customers via reviews not only drives customer loyalty, but helps soothes any concerns potential customers might have. All of Staples’ reviews and responses displayed publically on their Trustpilot page show prospective customers that despite the business’ large size, all customers can expect personal assistance when needed.

reply

Staples email response

### 3. Providing prospective customers with social proof throughout purchase journey

Staples recognized what a critical role reviews play when customers are trying to decide where to buy office supplies. To maintain its premium position in the online retail space, Staples needed reviews to be readily available to consumers via various channels to keep them moving through the purchase funnel. Here are a few of the different ways Staples does this:

__1. Google shopping__

Staples was able to leverage their customer reviews in paid search via the Google Seller Ratings ad extension. These gold stars not only make their ads stand out for both branded and non-branded search terms, but also convey trust driving more people to click on their ad.

product-review-example

GSRs Staples

__2. Onsite__

As Staples is a household name, prospective customers often come directly to their site to do research before purchasing. Staples displays their third-party verified reviews on their homepage to boost consumer confidence in the brand, whether consumers are buying online or in-store.

__3. Organic search__

By amassing reviews on Trustpilot, Staples ranks in organic search for keywords like “Staples reviews” or “Staples UK” – terms often searched by prospective customers when considering buying from Staples.

google-search-final

Organic search Staples

__4. Facebook__

To boost their social media presence, Staples integrated Trustpilot reviews on their Facebook page, another common channel that prospective customers reference before purchasing.

__5. Email marketing__

Email is another important marketing channel for Staples, driving traffic to their site and influencing purchases. To optimize their email marketing and show transparency, Staples links to their Trustpilot page in the bottom of all marketing emails with the text “See what our customers are saying”.

__6. Print marketing__

Store flyers are an integral part of Staples' retail marketing strategy. To promote Staples’ trustworthiness outside of online channels, Staples adds their TrustScore to all flyers. 

__For more information on how Staples work with Trustpilot, check out the video below. Please note that this video features Trustpilot's old branding, as it was filmed in 2018.__

Staples

Want to see similar results? Start showcasing your reputation today

6 Ways Staples displays social proof throughout their purchase journey

How to build a trusted site, as told by 2 successful eCommerce merchants

It takes a lot of work to build a site that consumers can trust. When you’re a new brand without established credibility, it can seem like a monumental task, but it can be done. To help you build trust, we take a look at 2 Trustpilot success stories.

With the help of the powerful website builders available today, launching an online business is easier than ever. But getting your first sale? That’s a different story. 

First, you have to get your products in front of the right audience. That’s no easy mountain to climb, but let’s say you dedicate hours of your time and energy into creating an impressive paid advertising campaign and start getting some traffic on your site. After all that hustle, you expect to see the sales rolling in, but visitors just aren’t converting. 

That’s because even with a kickass marketing strategy, you’re still only halfway up the mountain. 

Consumers are savvy these days. They know scammers are out there just waiting to steal their personal information, so they don’t give it out to just anyone. In order to get up and over the mountain top to that closed sale, online businesses need to earn the trust of their customers.

It takes a lot of thought, planning, and strategy to build a website that consumers feel comfortable making a purchase from. When you’re a new business without established credibility, that may seem like a monumental task, but we promise it can be done.

At [TrustedSite](https://www.trustedsite.com/certification/?from=home), like our partners at Trustpilot, we work to help eCommerce businesses create confident customers with powerful trust-building tools.

But it's not as simple as throwing up a trust badge or review widget and calling it a day. Friction can arise and cause doubt at many points throughout the customer journey, so trust must be built from the moment a customer lands on a site, all the way through to the order confirmation page (and even after that).

One of the best ways to learn how to build a trustworthy customer journey is by studying other sites that have done just that. 

So without further ado, meet two sites that are absolutely crushing it in the trust-building department: [The Sunglass Fix](https://www.thesunglassfix.com/) and [Holabird Sports](https://www.holabirdsports.com/). Even though they sell completely different products to different audiences, they have one thing in common: they’ve both been able to achieve awesome conversion rates with the help of trust. 

Let’s take a look at each of these sites and find out what elements they have included to their journeys in order to grow consumer trust. 

## Trust signals on thesunglassfix.com

Born on Australia’s Gold Coast back in 2006, [The Sunglass Fix](https://www.trustpilot.com/review/thesunglassfix.com.au) helps customers around the world replace broken or damaged sunglass lenses, a less expensive and more sustainable alternative to buying a brand new pair. Here’s a list of all of the [trust signals](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) we could find on their website, built on OpenCart. 

### Site header


Sunglass fix homepage 1

A ton of punch is packed into the header. Since it follows customers throughout their journey, it makes sense to include lots of trust signals here. 

Starting on the left side, we see the Trustpilot reviews widget, which shows that the site has earned a 4.5 star rating from over 5,000 reviews. Impressive. Next, they’ve included everyone’s favorite message: free shipping! Finally, on the right side they link to their Help & FAQs page so customers can easily find support when they need it. 

### Site footer

Sunglass fix footer 2

Shoppers often look to a site footer to find more information about a business, especially when it's a new one they haven’t purchased from before. The company phone number and email address are listed here, which helps to build trust by showing that real people are working behind the scenes. They also display links to independent reviews sites, like Facebook, Google, and Yelp, which shows they are confident that customers are sharing positive feedback around the web.

### Floating

Sunglass fix about 3

Floating trust signals are useful because like the site header, they follow customers throughout their journey, providing reassurance along the way. The Sunglass Fix displays TrustedSite’s floating trustmark in the bottom right corner, which when clicked opens a modal that shows the site has earned certifications like [Verified Business](https://www.trustedsite.com/certification/verified-business), [Certified Secure](https://www.trustedsite.com/certification/certified-secure), and [Issue-Free Orders](https://www.trustedsite.com/certification/issue-free-orders) from an independent source. 

### About pages

Sunglass fix about 4

The Sunglass Fix shows they are truly an open book by sharing their history and values in the Our Story, Sustainability, and Awards pages. Here you’ll find info about their commitment to maintaining a low carbon footprint, along with awards for Outstanding Customer Service and Advanced Manufacturing. 

### Checkout

The checkout has all the information a customer would need to feel comfortable making a purchase, from the order summary and total to the accepted payment methods. They’ve also clearly called out that due to covid, shipping times are now longer. This helps to set the customer’s expectations for when their order will arrive, so there are no surprises after they complete the purchase. 


Sunglass fix checkout 5

## Trust signals on holabirdsports.com

Since 1981, family-owned and operated [Holabird Sports](https://www.trustpilot.com/review/www.holabirdsports.com) has specialized in running and racquet sports equipment. Here’s how they [use social proof to build consumer trust](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) throughout the buying journey on their webstore built on Shopify.

### Site header


holabird sports homepage 1

Like The Sunglass Fix, Holabird Sports knows the way to our hearts is with free shipping, so they let us know they offer it with orders over $49 in the header.

### Site footer


holabird spots footer 2

In the footer, they increase transparency in multiple ways. First, they display their excellent TrustScore of 4.8/5, along with a selection of verified customer reviews. They also display their business contact information including phone number, email address, and physical address, along with links to their social media profiles. Finally, they include accepted payment methods and TrustedSite’s Certified Secure trustmark, to reassure customers that their personal information is safe on the site.

In the footer, the TrustedSite floating trustmark is displayed in the bottom left corner to ensure that customers feel safe throughout their shopping journey.

### Product pages


Product page Holabird sports 3

If a customer had any doubts before landing on a product page, they certainly won't afterwards. Complimenting the crisp, clear photos depicting exactly what the products look like, icons calling out free shipping and returns are displayed, along with links to their official shipping policies so that customers quickly know what to expect. They also list detailed product descriptions that are extremely easy to read and display customer reviews as well.

### Shopping cart


holabird sports checkout 4

The cart calls out important information that customers need to know before they checkout. A note about shipping informs customers when orders go out, and that delivery dates aren’t guaranteed because of delays caused by COVID-19. There’s also a note that taxes and shipping are calculated at checkout, so the customer knows to expect an increase in their order total. They also display the TrustedSite Secure Checkout trustmark which informs shoppers that with their purchase they will receive $100k identity protection in the event that information is stolen within the next 90 days.

## In your own words, how do you build trust? 

To give you more insight into the trust-building strategies that these sites have put in place, we interviewed Craig Anderson, CEO and founder of The Sunglass Fix, and Brian Hirshfeld, owner of Holabird Sports.

### Why is building trust with your customers so important to your business?

__The Sunglass Fix:__ “When I came up with the idea, a lot of people thought I was going absolutely mad because I was starting a sunglass lens replacement business when nobody had done it in the past. I think if you talk to 100 people today and ask them “Can you replace the lenses in your sunglasses?” 99% probably haven’t heard of this concept. So when somebody lands on our site and is looking for a solution, building trust is the most important thing that we have to do, and we have to do that right off the bat.”

__Holabird Sports:__ “I think it’s important to build trust with customers because there are a million and one options out there for people to shop and spend their money. Although we have been around for 40 years, many people may come across our website and have no idea if we are a “legit” business or not. With so many massive websites out there selling similar products, we need to ensure our customers feel safe shopping with us, and that we’re doing everything to protect their information and offer the most secure shopping experience. We also want to make sure they know that our customer service will be second to none and are 100% satisfied with their experience.”

### What has been your strategy for building customer trust?

__The Sunglass Fix:__ “There are lots of ways that we've tried to achieve that. Using TrustedSite to be very confident that the customer's information is secure, and showing that to the customer is extremely important to us. Having the TrustedSite badge which customers can click on, read about what sort of security we have on the site, and learn that we're constantly monitored also helps to build trust.

Showcasing our awards is another strategy of ours. We won the Platinum Australia Customer Service Award three years in a row. That one is important because it shows that we do take care of the customers after the sale if there is any sort of an issue.

Having unmodifiable reviews out there is important to us too, so we can get feedback and use it to improve ourselves and to share with those that are contemplating a purchase with us. With Trustpilot, we're basically asking for honest feedback about our services from everybody that we sell to, and that stuff's untouched. We can respond to feedback, but if somebody gives a bad review, it's there.”

__Holabird Sports:__ “We have always believed in being on as many review websites and platforms as possible. Having unbiased and real customer feedback proves that we offer a great shopping experience that is hard to beat. We work to ensure all our customers have a great experience and will follow up with all reviews to check if there ever was an issue, and if so, we learn from it and improve.”

### What has been your experience using Trustpilot?

__The Sunglass Fix:__ “Trustpilot has been a really good experience for us in a lot of ways. We've always been open to customer feedback, good or bad. The good is very nice to hear and it builds that confidence level for future customers, but the bad is also a very important learning experience. If you don't hear about the bad experiences your customers have, you can't really improve your business. Trustpilot is easy to integrate and execute. It’s automated so we don't have to think about it a lot, but we do have to make sure we get out there and respond to customers. When we receive a negative review, we get to at least say something back and talk about what went wrong and what we're going to do to try to fix it for our customers.”

__Holabird Sports:__ “We have always used Trustpilot as a review partner. The ability to promote reviews and share people’s comments and feedback is presented nicely on the platform, and we have been happy with their services and platform.” 

### When and why did you decide to try TrustedSite, and what has the impact been on your site?

__The Sunglass Fix:__ “About five years ago we were looking for better tools to scan our site and make sure that things were as secure as possible. TrustedSite seemed like a great partner because we could sit back and focus on our business while also focusing on the site's security and preventing breaches that could potentially impact our customers’ private information. Having TrustedSite shows our customers that we care and shows that we're partnering with probably one of the biggest and best in the industry.”

__Holabird Sports:__ “We had always used McAfee for our website, so when presented with the new TrustedSite platform a few years ago, it was intriguing. At first, we were skeptical of a potential impact on business, but TrustedSite worked with us and provided an amazing experience with A/B testing to provide data that could not be argued. I think overall the impact on our business has been positive. I think it provides another level of protection and a feeling of security for customers who want that when shopping with new and unknown (to them) websites.”

## Wrapping up

There’s no single way to make your site a trusted site. It takes a combination of multiple trust signals placed strategically throughout the customer journey to ensure that customers feel comfortable making a purchase on your site.

Now that you’ve seen some great examples of sites that have implemented a successful trust-building strategy, consider how you can achieve the same. Start with simple trust signals, like displaying your contact information in your site’s header or footer, and work your way up to things like using an open review platform, and earning awards or certifications. With added trust, you’ll be well on your way to increasing sales.

Alysse Phipps

Copywriter at TrustedSite

[Check out more of Alysse's work here](https://blog.trustedsite.com/author/alysse/).

How to build a trusted site, as told by two successful eCommerce merchants

logo-name-only

How Better Way Health uses Trustpilot to foster customer confidence

The team at Better Way Health pride themselves on providing an excellent product and unmatched customer service — and it’s paid off. 94% of Better Way Health’s reviews on Trustpilot are ‘excellent’, from a pool of over 3,000 customers.

The availability of the internet in modern life has changed the way people buy. Online or offline, there are few shoppers willing to pry open their wallets and part with hard-earned cash for a product that has no reviews — or worse, bad reviews.

This is especially true when it comes to health products like supplements. It’s no surprise that people are particularly cautious when it comes to their own wellbeing. There’s a big difference in the amount of trust needed to buy, say, a snazzy new shirt compared to investing in an edible health product. 

Companies selling health supplements and vitamins in particular have suffered a reputation blow as a result of the prevalence of the ‘snake oil salesman’ multi-level marketers over the past decade that shamelessly sacrificed quality and safety for cost.

In situations like this, Trustpilot truly comes into its own.

## Using Trustpilot to improve confidence within the market

[Better Way Health](https://www.betterwayhealth.com/) is doing its part to help people have more control over their health by offering premium, science-backed health supplements such as Beta Glucan to customers in America and around the world.

The team at Better Way Health pride themselves on providing an excellent product and unmatched customer service — and it’s paid off. 94% of Better Way Health’s reviews on Trustpilot are ‘excellent’, from a pool of over 3,000 customers. Those A-star reviews not only encourage prospective new customers to take a leap of faith and try their products out.

Trustpilot helps Better Way Health offer an extra layer of credibility and peace of mind to its customers.

We talked with Better Way Health’s COO, Taylor Morris, on how they’ve utilized Trustpilot to leverage their sterling reputation as an enabler of sales.

## Getting new customers on-board

There’s nowhere trust is more important than at the top of the sales funnel — where people often know either little or nothing about your company and product. In situations like this, where buyers are very much in the ‘maybe, maybe not’ headspace, verified reviews from other customers can mean the difference between a successful sale and an exited browser tab.

It’s something the Better Way Health team is well aware of — which is why they’ve chosen to display their stellar reviews front-and-center across their website. Custom Trustpilot blocks and widgets are featured prominently throughout all key pages.


BetterWayHealth 1

BetterWayHealth 2

BetterWayHealth 3

BetterWayHealth 4

## Keeping Better Way Health top-of-mind

Better Way Health’s excellent standard of care for its customers is the key to their ongoing success. Many of their customers are repeat customers who have bought with the company for years.

A big part of their strategy hinges on their various remarketing campaigns, which target past and current customers with reminder emails. And they’ve found their winning formula involves including some of their best Trustpilot reviews within their email correspondence.

COO Better Way Health

This is __an improvement of over 100% YoY__, considering their previous open rate stood at around 20%.

BetterWayHealth 5

BetterWayHealth 6

## Underpinning every interaction and touchpoint with trustworthiness

Trustpilot isn’t only featured on their website and in emails — it expands beyond the digital sphere into their physical presence, too.

Better Way Health has integrated Trustpilot into all avenues of the business, from physical packaging boxes, to bubble mailers, team t-shirts, wall graphics, and even TV commercials. Trustpilot reviews are also used to refine the product and reward the performance of the customer service team — through a handy Bonusly integration, every mention of a team member results directly in bonuses and benefits.

BetterWayHealth 7

BetterWayHealth 8

BetterWayHealth 9

BetterWayHealth 10

Taylor Morris, COO of Better Way Health, makes sure to prominently display their reviews and ratings because he knows how much weight the Trustpilot stars carry for him as a consumer. In his personal life when he sees a product or company using Trustpilot for reviews his interest is immediately piqued.

“In my mind, when I see Trustpilot, there is a level of legitimacy that gives great peace of mind about a company or product. I know I can view real experiences from real buyers!”

And Taylor isn’t the only member of the Better Way Health team that equates the Trustpilot stars with brand legitimacy. 

Because of their firsthand experience with Trustpilot, members of the Better Way Health Customer Service team know that companies using Trustpilot are also dedicated to transparency and accountability. 

Customer Service team members Sharlene, Zach, and Michelle all echoed the same sentiment - when a company uses Trustpilot, they have confidence in the legitimacy of the reviews.

__"When I see the Trustpilot name with a great rating it gives me the confidence I need to move forward with that company."__
__– Sharlene__

__"I associate the Trustpilot name with trust and care when it comes to a company. For example, if I was trying to decide between two companies who have similar products or services, in most cases I would go with the company that is actively using Trustpilot because I know the feedback is verified and reliable."__
__- Zach__

__"When I see another company with high ratings on Trustpilot, I definitely put them higher on my list as a company I would consider purchasing from."__ 
__– Michelle__

Better Way Health employees understand the power of trust in eCommerce both at work where they’re dedicated to providing excellent service and products and at home when they step into the role of consumer themselves.

## Outsourcing the reviews process for ease and added trust

With Trustpilot, Better Way Health is able to both minimize investment into the building and maintenance of its own platform and build market trust.


By using a third-party reviews platform, Better Way Health is able to project confidence in its products and services. And they’re able to get honest feedback from their customers from every corner of the world. With this feedback they’re able to continuously improve on their service and offerings, resulting in a 93% customer return rate (with the average customer ordering 5.95 times!).

__Results at a glance:__

- Referral traffic directly from Better Way Health’s Trustpilot profile is up on average by more than 80% from the same period in 2021.
- Email open rates are up 150% for comms related to customer reviews.
- 93% of Better Way Health customers have ordered products more than once.

## Crowd-sourced certainty

Physical health isn’t something people are willing to gamble with — which is why trust has never been so important to a company’s success. To find out how your company can drive sales and foster trust, much like Better Way Health have, get in touch below.

Trust as a sales enabler: How Better Way Health uses Trustpilot to foster customer confidence

How Flooring Supplies UK uses Trustpilot to grow


No matter the context of consumption — whether you’re buying for yourself or your business, it’s incredibly easy to be paralyzed by choice. And without convincing social proof to confirm our instinct, it’s near-impossible to actually pull the trigger.

Like that old cartoon, The Wacky Races, our purchase pathways are busy, distracting, and (when it comes to fake or cherry-picked reviews) can be known to include bad actors. 

No matter the context of consumption — whether you’re buying for yourself or your business, it’s incredibly easy to be [paralyzed by choice](https://business.trustpilot.com/reviews/browsers-to-buyers/too-much-choice). And without convincing social proof to confirm our instinct, it’s near-impossible to actually pull the trigger. 

So what gives? The key to confident purchasing lies with [verified reviews](https://business.trustpilot.com/reviews/build-trusted-brand/trustworthy-reviews-how-do-competing-platforms-stack-up). They don’t just cut through the noise for buyers. They unlock proven advantages for sellers too. This is the trust-powered purchase journey, a virtuous cycle where:

Good business gets good reviews > consumers make confident purchases (and leave verified feedback) > that feedback leads to better decisions and better relationships > the business improves and gets more good reviews. 

For businesses that recognize the value of creating (and partaking in) confident purchase journeys, an entire dimension of opportunity opens up. Take, for example, the story of [Flooring Supplies UK](https://www.flooringsupplies.co.uk/). 

### Conviction in credibility 

Flooring Supplies UK are no walkovers: but their buyers operate in a competitive market. It’s also a long and high-stakes one. Companies buy flooring infrequently, so big purchases can mean big pressure. In a typical buying journey, research to installation takes around three months…and includes plenty of tricky choices. 

Those experiences are just as relevant to our personal lives, even if they don’t always take as long. Shazney Radley, the company’s digital marketing assistant, describes being buried in choices when searching for a major purchase online for a family gift. 

“We didn’t want to rush into it given the price, so took our time building a shortlist and weighing up the best possible option for our needs. But there were so many options, I felt like my head might explode. It really slowed us down to be honest. Throw in the lack of legit-seeming reviews and the whole thing just put us off buying.” 

Both in and outside of work, it took Trustpilot’s reputation for verified, third-party reviews to stop all that choice from grinding any final decision to a halt. 

### Using Trustpilot to charge a full-funnel approach 

Flooring Supplies UK have earned their status as true experts. They stock premium brand partners, and rely on this heritage instead of discount selling. So they turned to Trustpilot to highlight their quality service.

Trustpilot reviews appear across all elements of the company site.

flooring supplies website

They leant on the voice of the customer to inform their entire, test-centric marketing strategy. Through all stages of the funnel (and beyond), all relevant channels were put to work. Here’s what that looked like: 

__Top of the funnel__

- Introduced Trustpilot reviews into email prospecting cadences.
- Relaunched PPC ads with Trustpilot branded-terms.
- Kickstarted social media sharing initiative.

 Trustpilot feedback included on social media (Twitter)

 Regular references to Trustpilot on the company’s Instagram feed.

 Personalized emails encourage prospects to view Trustpilot reviews.

__Middle of the funnel__

- Included Trustpilot reviews/requests in site-wide merchandising (for all product-image testing and on-site widgets).
- Adding widgets to their onsite checkout page drove a 5% increase in conversion rate.


A feed of the latest Trustpilot reviews on their site’s footer.

__Bottom of the funnel__

- Sales teams introduced Trustpilot reviews in outreach, and actively pushed prospects to read them. 

__Post-sales__

- Personalized requests for feedback on Trustpilot (via email and SMS) improved conversion rate by 0.05%. That may not sound like much, but makes an explosive difference to end-sales figures. 
- Year-over-year, the marketing team also saw a 10x increase in traffic to the company’s Trustpilot business profile page. 

### Long-term vision

For Flooring Supplies UK, working with Trustpilot paid off handsomely; so much so that it’s become a core tenet of winning new business going forward. 

The company quickly realized just how much raw insight they could gain on their own business, simply by reading about experiences in their customers’ own words. Even better, they now make better decisions when iterating on products solds and the services they provide as a result. 

Beforehand, any reviews or feedback were dealt with in an ad-hoc format by people in the marketing team. They’ve since restructured their approach to fielding reviews, using their dedicated customer services team to respond directly to reviews. This makes it easier to thank clients who take the time to leave positive feedback…and follow up with negative reviewers to resolve any issues. 

Partnering with Trustpilot has made it even easier for Flooring Supplies UK stay true to their six-core values manifesto (“customers must be at the heart of everything we do” remains value #1). 

"Our customer success manager, Behzad, makes everything Trustpilot-related a breeze. He always keeps us informed about upcoming beta tests, as he knows we always want to be a part of these. I know that any question I have, I can drop him an email or book a call in and it will get actioned. His bright and cheery persona is a bonus and makes him a pleasure to work alongside," says Shazney.

Finally, response rates for the company’s product reviews doubled after making the switch. The team also uses Trustpilot’s analytics tool to benchmark company performance and assess the competition. 

### Whether in work or life, the impact of trust is universal

A landscape marked by rampant choice makes buying more difficult. But it elevates trust as a key influence in getting things right. Liz Haigh, Head of Marketing at Flooring Supplies, relies on verified third-party reviews in her private life just as much as her company’s clients. 

For her and millions of others like her, access to the “hive mind” eases pressure to find the best option among many. Trustpilot not only breeds clearer buying decisions — it leaves her feeling confident enough to act on them. 

“Trustpilot isn’t just a great work thing, I love the fact that the reviews are verified because it helps with whatever I’m doing at home, too. Like recently, I was looking to buy a new TV. The reviews gave me trust in both whoever left the reviews and the products they’ve discussed. That’s an invaluable asset when you consider all the fake reviews out there.” 

__Results at a glance:__

- Personalized requests for feedback on Trustpilot (via email and SMS) improved conversion rate by 0.05%.
- 10x traffic increase to the Trustpilot business profile page. 
- 5% increase in conversions when added widget to checkout on-site. 

### The right choice for trust-driven growth

Choice overload blindsides our buying journeys; and trust has never been more important in helping us as a result. To find out how your company can drive growth at key points for your customers, just like Flooring Supplies UK have, get in touch below.

Trust as a launchpad: How Flooring Supplies UK uses Trustpilot to grow

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