PL & Partners is a digital marketing agency that helps businesses grow through paid advertising on both Facebook and Instagram. While considering new tools to offer clients, they noticed a positive trend with Trustpilot.
Among their customers, PL & Partners often see companies with online stores use Trustpilot's widgets and brand material (logo and stars) online and on other marketing channels, leading to great success.
When they ran ads for clients like Shapeit.dk, they saw a 28% increase (from 127 to 163) in the number of clicks to the online store, and a 64% increase (from 292 to 479) in product impressions on ads with a Trustpilot rating.
PL & Partners is a digital marketing agency that helps businesses grow through paid advertising on both Facebook and Instagram.
Their team consists of performance-driven social media specialists that are passionate about their work and love to create great content for their clients. The social media agency specialises in Facebook and Instagram ads optimisation, and ensures that each one of their customers reaches their goals.
To better understand how PL & Partners optimise their customers' ads, we talked to Marcin Gasienica, Senior Creative Product Specialist at PL & Partners, and discussed the challenges you can come across when creating ads that convert well.
“Among our customers, we often see companies with online stores use Trustpilot's widgets and brand material (logo and stars) online and on other marketing channels. They all work towards improving their KPIs, such as conversion rates, bounce rate, and visitor time, which helps boost their sales. In addition, they gain better insights into their products and business so that they know what they are doing well, and where improvement is necessary.”
Senior Creative Product Specialist
increase in the number of clicks to Shapeit.dk's online store.
increase in product impressions on Shapeit.dk ads with a Trustpilot rating.
increase in click-through rate for UnoEro.
How PL & Partners realised the power of Trustpilot
Social media platforms like Facebook and Instagram offered vast reach for businesses, allowing them to connect with consumers worldwide in real-time. These platforms provided various tools to capture user attention and entice clicks, regardless of the company's industry or offerings.
One significant benefit of social media advertising was its ability to track user behavior, opening up new opportunities for targeted marketing. By analyzing users' digital footprints, marketers could tailor ads to each stage of the purchase journey – awareness, reflection, and decision. This precise targeting, fueled by accurate data, allowed them to predict a user's next step with remarkable accuracy, eliminating guesswork from the equation.
However, a key challenge remained – the inability to gather complete information about individual users on social media. Marketers could only form generalized impressions and work from there.
For Marcin, trust was paramount in his approach to client relationships. His clients valued his advice and expertise, and this mutual trust enabled him to deliver exceptional results. Trust wasn't just his focus; his clients also strived to instill it in their own customers, ensuring a positive experience throughout their journey.
Leveraging Trustpilot for client success
Marcin's clients, particularly those with online stores, often leveraged Trustpilot's widgets and branding elements (logo and stars) across their websites and marketing channels. These efforts aimed to improve their key performance indicators (KPIs), such as conversion rates, bounce rates, and visitor time, ultimately leading to increased sales. Additionally, Trustpilot provided valuable insights into their products and overall business performance, highlighting areas for improvement and reinforcing strengths.
Some of Marcin's successful clients using Trustpilot included Shapeit.dk, UnoEuro, and Flypenge. His team tested ads incorporating their respective Trustpilot ratings and saw significant positive outcomes.
"Shapeit.dk, a family-owned company specializing in women's fitness apparel since 2015, operates both an online store and two physical locations," Marcin explained. "When we ran ads for Shapeit.dk featuring their Trustpilot rating, we observed a 28% increase in clicks to their online store (from 127 to 163) and a 64% increase in product impressions (from 292 to 479)."
The PL & Partners team also tested ads for UnoEuro - a hotel launched back in 2004. In cases where UnoEuro's Trustpilot rating appeared in the ad, their click-through rate increased by 20%, and the number of purchases by 60%.
Finally, the team tested ads for Flypenge.dk, a company assisting airline passengers with compensation claims for cancellations, delays, or overbookings. Ads featuring Flypenge.dk's Trustpilot rating yielded impressive results: a 125% increase in click-through rate and a remarkable 400% increase in registrations.
Social media ads convert better with social proof
There are various ways to optimise ads on social media. With their expertise, PL & Partners have shown that social proof and trust signals are an effective tool for optimising social media marketing.
The three customer examples above show that social proof works especially well in the consideration and decision-making phase, as the increases were all seen on retargeting ads.
For example, consumers that visited Shapeit.dk but did not buy anything were then exposed to retargeted ads from the company, as they’d previously shown interest in the brand and their products.
This means that these consumers were in the last two stages of the purchase journey; the reflection and decision phase.
In the final stages, it is less about the product and more about the brand itself, the consumer expectations and the customer confidence. By fulfilling these needs, a company can provide a good customer service and meet expectations.
Confidence clearly plays a vital role in the decision-making process of potential customers. With confidence, you can deliver results faster whilst strengthening your reputation with Trustpilot reviews and ratings.
Trustpilot reviews bring businesses closer to their customers as they open up a dialogue, and provide companies with valuable insights into their customers' opinions. With good reviews and ratings, brands can build credibility and power their business forward.
If you’re looking to optimise ads by leveraging the power of social proof just like PL & Partners do with their own customers, just request a free Trustpilot demo below.