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Vous allez recevoir votre rapport *__Des marques qui prennent position : Les consommateurs aiment les marques honnêtes qui ont une raison d'être__* à l'adresse e-mail indiquée.

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Vous allez recevoir votre rapport *__Des marques qui prennent position : Les consommateurs aiment les marques honnêtes qui ont une raison d'être__* à l'adresse e-mail indiquée.

Merci !

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Notre nouveau rapport explore les attentes des consommateurs et les stratégies utilisées par les CMO pour communiquer efficacement la raison d'être de leur marque. Nous espérons qu'il aidera les entreprises à convaincre davantage leurs clients à l'avenir.

Lisez notre rapport pour mieux comprendre :

- l'importance que les consommateurs accordent à la raison d'être d'une marque ;
- les positionnements sociaux, politiques et environnementaux qu'ils prennent en compte avant d'effectuer un achat, et quelles sont les priorités des CMO sur ces questions ;
- les principales motivations et limites des CMO lorsqu'il s'agit de prendre position ;
- six façons d'exploiter avec succès la raison d'être d'une marque.

Des marques qui prennent position : Les consommateurs aiment les marques honnêtes qui ont une raison d'être

Consultez les derniers rapports et livres blancs de Trustpilot pour avoir des données sur des secteurs tels que l'automobile, la finance, le e-commerce...

Guides et rapports | Le blog de Trustpilot

Guides and Reports

Trustpilot Consumer Insights: 2020 Holiday Readiness Guide, featuring 8 tips to help your customers buy with confidence in peak shopping season

2020 Holiday Report

Trustpilot Consumer Insights: 2020 Holiday Readiness Playbook

Alors que le compte à rebours pour les fêtes de fin d’année et son traditionnel pic de la saison des achats est lancé, nous pouvons affirmer en toute sérénité qu’absolument personne ne regrettera de parler des épreuves de 2020 au passé. En effet, cette période des fêtes s’apprête à jouer un rôle décisif pour les consommateurs qui cherchent à terminer l’année sur une note positive bien méritée.

Il va sans dire que la crise du coronavirus et la récession globale qui a suivi ont causé de sérieuses répercussions sur le [comportement des consommateurs](https://fr.business.trustpilot.com/reviews/learn-from-customers/le-comportement-des-consommateurs-a-lere-du-coronavirus-tendances-mondiales), sans parler des perturbations sur les chaînes d’approvisionnement et des nombreuses incertitudes qui ont vu le jour. Certains secteurs ont en effet connu des ventes sans précédent alors que la planète entière cherchait de [nouveaux loisirs](https://www.fr.trustpilot.com/blog/reviews-matter/gardening-is-the-breakout-hit-of-covid-19) pour se divertir pendant le confinement, tandis que d’autres ont été davantage [exposés aux arnaques](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/2020-consumer-report-combating-misinformation-in-the-health-beauty-sector), ce qui les a empêchés d’être à la hauteur des attentes des clients qui connaissaient déjà des difficultés financières.

Quoi qu’il en soit, cette saison des fêtes représente une opportunité en or pour les entreprises en tous genres et de toutes tailles : les consommateurs ont effectivement redirigé une part si importante de leurs dépenses vers les achats en ligne que les chiffres des ventes e-commerce récents sont nettement supérieurs à ceux généralement enregistrés pendant la haute saison des fêtes. Et pour preuve : par comparaison aux prédictions de l’[Indice Adobe 2020 de l’économie numérique](https://www.adobe.com/content/dam/www/us/en/experience-cloud/digital-insights/pdfs/adobe_analytics-digital-economy-index-2020.pdf) pour la période de mars à juin 2020, 77 milliards de dollars supplémentaires ont été dépensés en ligne.


Image reproduite avec l'autorisation de l'Indice Adobe de l'économie numérique

Online Retail Spend Actual vs Expected via Adobe Digital Economy Index

Online Retail Spend Actual vs Expected Adobe Analytics

Online Retail Spend Actual vs Expected Adobe Analytics (FR)

Que les consommateurs serrent les cordons de leurs bourses ou qu’ils s’efforcent d’oublier les six derniers mois en se plongeant avec joie dans les festivités, il est difficile de se tromper en affirmant que les attentes des acheteurs seront plus importantes que la normale et que les activités des entreprises seront examinées à la loupe. C’est le moment ou jamais ! Cette année, assurez-vous que les gens font confiance à votre marque avant les vacances de fin d’année — et en toutes circonstances.

Pour vous aider à y parvenir, nous nous sommes plongés dans plus de 30 millions d’avis clients postés entre août 2018 et août 2020 sur Trustpilot pour découvrir les tendances en matière de comportement des consommateurs dans la période qui précède le pic de la saison des achats. Nous souhaitons aussi vous proposer des astuces utiles pour préparer votre entreprise à transformer plus de visiteurs en acheteurs durant le Black Friday, le Cyber Monday et bien d’autres événements clés de la saison.

## Voici 8 astuces pour aider vos clients à acheter en toute confiance pendant les fêtes.

### Astuce n°1 : bien choisir son timing est primordial. Commencez à forger votre présence en ligne grâce aux avis provenant d’autres sources d’ici la fin octobre.

Il est toujours utile de collecter des avis pour votre entreprise, mais sachez une chose : dans le monde du e-commerce, tous les avis ne se valent pas. La plupart des plateformes principales e-commerce proposent des solutions d’avis natifs, ce qui laisse peut-être aux propriétaires des entreprises un contrôle trop important sur le processus relatif aux avis et accorde aux consommateurs peu de transparence en ce qui concerne la provenance et l’authenticité des avis.

[La preuve sociale](https://fr.business.trustpilot.com/reviews/build-trusted-brand/why-social-proof-marketing-essential-business-growth) donne de meilleurs résultats quand les consommateurs sont sincèrement convaincus de l’authenticité des avis qu’ils lisent. Contrairement aux solutions d’avis natifs, les plateformes d’avis tierces peuvent généralement compter sur des [mécanismes de vérification et de contrôle adéquats](https://www.fr/trustpilot.com/trust/combating-fake-reviews) mis en place pour rassurer les acheteurs sur le fait que les avis qu’ils rencontrent n’ont pas été sélectionnés ou créés de manière frauduleuse par les propriétaires d’entreprises peu scrupuleux.

Et c’est précisément pour cela qu’autant de consommateurs consultent la page de profil des entreprises sur Trustpilot et font des recherches avant de passer à l’achat, surtout à la veille de la [saison des fêtes](https://fr.business.trustpilot.com/reviews/build-trusted-brand/holiday-playbook-5-ways-to-win-over-wary-holiday-shoppers).


1. Trafic sur les pages de profil dentreprises sur Trustpilot par secteur

FR Traffic to Trustpilot Profile Pages by Industry

Les données issues de notre plateforme Trustpilot au cours des deux dernières années montrent une augmentation rapide et systématique du trafic sur les pages de profil des entreprises sur Trustpilot au mois d’octobre, alors que les acheteurs commencent à planifier leurs emplettes des fêtes et à trouver les meilleures entreprises auprès desquelles acheter. Ajoutons que le trafic a considérablement augmenté année après année, surtout dans les catégories d’achat populaires en période de fêtes comme : habillement et mode, appareils électroniques, santé et beauté, et maison et jardin.

Rien de surprenant donc que le trafic ait atteint de nouveaux sommets en avril 2020, toutes catégories confondues. Comme les consommateurs étaient contraints d’adapter leurs comportements d’achat à la pandémie de coronavirus et au confinement qu’elle a provoqué, ils se sont tournés vers les [avis pour se rassurer](https://fr.business.trustpilot.com/reviews/build-trusted-brand/the-importance-of-trust-in-uncertain-times) sur leurs achats potentiels.

Et si ces deux dernières années nous ont appris quelque chose, c’est qu’il est dans l’intérêt de votre entreprise d’avoir des avis provenant d’une autre source d’ici la fin du mois d’octobre. Ceci étant, voici des ressources utiles pour bien vous lancer dans votre [stratégie d’avis](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/le-guide-complet-sur-les-avis) :

- [Introduction au Service Mail Automatique](https://support.trustpilot.com/hc/fr/articles/360012437420-Introduction-au-Service-Mail-Automatique-SMA-)
- [Méthodes de collecte d’avis](https://support.trustpilot.com/hc/fr/articles/223402468-Comment-sont-collect%C3%A9s-les-avis-)
- [Envoyer une invitation basique à laisser un avis](https://support.trustpilot.com/hc/fr/articles/115008302187--Invitations-basiques)
- [Plus il y en a, mieux c’est ! Pourquoi le nombre d’avis compte](https://fr.business.trustpilot.com/reviews/build-trusted-brand/more-is-better-why-review-quantity-matters)

### Astuce n°2 : préparez-vous à répondre aux avis dès réception, et n’ayez pas peur d’y répondre rétroactivement. Mieux vaut tard que jamais !

D’après les données issues de notre plateforme ces deux dernières années, les consommateurs laissent bien plus d’avis entre novembre et le Nouvel An. Bien sûr, davantage de transactions avant les fêtes débouche sur un nombre d’avis plus élevé — et c’est plutôt bon signe.


FR Customer reviews on Trustpilot.com by industry

FR Customer reviews left on Trustpilot.com by industry

Compter sur plus de feedback client disponible publiquement vous permet de mettre davantage en avant ce que les acheteurs apprécient tout particulièrement au sujet de votre [expérience client](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business), ce qui contribue à renforcer la confiance en votre marque. Mais un nombre d'avis plus conséquent met aussi en lumière les domaines que vous pouvez améliorer. Rappelez-vous que les clients potentiels sont très curieux de savoir [comment les marques répondent](https://business.trustpilot.com/reviews/learn-from-customers/dos-and-donts-best-practices-for-responding-to-reviews) et résolvent tout problème soulevé dans les avis qu'ils reçoivent. 

Le graphique ci-dessous indique que la plupart des entreprises, quel que soit leur secteur d'activité, répondent surtout aux avis pendant le pic de la saison des achats — et qu'elles répondent bien plus souvent aux avis positifs que négatifs. 

Incarner l'entreprise qui répond aux avis négatifs comme positifs tout au long de l'année constitue donc une occasion unique de vous démarquer sur le marché. Ne laissez pas passer votre chance, surtout dans les catégories plus saturées comme : mode, maison et jardin, et santé et beauté. 


FR Reviews with response by industry

FR Reviews with reply by industry

FR Reviews with replies by star rating

Peu importe la saison ou le type d’avis : le fait de prendre le temps d’y répondre montre aux prospects que votre entreprise fait preuve d’intégrité et se soucie sincèrement de ses clients, ce qui leur prouve donc qu’ils peuvent faire leurs achats en toute sécurité.

Et si vous avez la chance d’avoir de nombreux avis issus du pic de la saison des achats de l’année dernière, ne passez pas à côté d’une telle opportunité et commencez à répondre à ces avis rétroactivement. Croyez-le ou non : les acheteurs ont parfaitement conscience que personne n’est parfait. Mieux vaut tard que jamais pour répondre à un avis ! En effet, le fait de revenir sur des avis restés sans réponse montrera aux acheteurs de 2020 que votre entreprise est humaine, ce qui vous aidera à gagner leur confiance.

Voici quelques ressources utiles pour répondre aux avis :

- [6 manières de faire de la confiance le facteur de différenciation principal de votre marque](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator)
- [Avis négatifs : pourquoi les gens les écrivent et ce qu’ils en attendent](https://fr.business.trustpilot.com/guides-reports/learn-from-customers/avis-negatifs-pourquoi-les-gens-les-ecrivent-et-ce-quils-en-attendent)
- [Comment répondre aux avis négatifs](https://fr.business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews)

### Astuce n°3 : mettez les avis clients en avant sur vos pages d’achat et landing pages clés.

Collecter des avis sur une plateforme d’avis tierce est une première étape fondamentale pour construire une marque de confiance avant les fêtes. Cependant, si vous souhaitez convertir plus de visiteurs de votre site en consommateurs payeurs, [intégrer des avis provenant d’autres sources directement sur votre site web](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/everything-you-ever-wanted-to-know-about-trustboxes-but-were-too-afraid-to) est la meilleure solution à adopter.


FR TrustBox impressions by industry

Nos données indiquent que les [impressions](https://www.bigcommerce.com/ecommerce-answers/impressions-digital-marketing/#:~:text=Definition%3A%20Impressions%20are%20when%20an,intent%20on%20spreading%20brand%20awareness.) de [TrustBoxs](https://fr.business.trustpilot.com/features/trustbox-widgets) s’envolent systématiquement pendant le pic de la saison des achats, mais qu’elles ont aussi atteint des sommets dès le début du confinement dans des catégories telles que la mode, et maison et jardin.

Afficher des avis directement sur votre site web est donc un moyen infaillible d’augmenter vos conversions, d’accroître la taille des paniers d’achat ou la valeur de la commande, et même de réduire le taux d’abandon de panier. Pour faire le poids face à vos concurrents dans des catégories saturées et vous assurer la part du lion en matière de conversions cette année, assurez-vous d’afficher des avis non seulement sur vos pages de produits, mais aussi sur toute landing page qu’un client potentiel pourrait visiter au cours de son parcours d’achat.

Voici des ressources supplémentaires pour mieux utiliser la preuve sociale sur votre site web :

- [Guide de 7 stratégies de conversion qui ont fait leurs preuves](https://fr.business.trustpilot.com/guides-reports/browsers-to-buyers/7-tried-and-tested-conversion-strategies-guide)
- [Comment les marques de luxe peuvent utiliser la preuve sociale pour obtenir des conversions sur des produits de grande valeur](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/how-luxury-brands-can-use-social-proof-to-ignite-high-ticket-conversions)
- [5 astuces pour augmenter votre taux de conversion e-commerce](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/5-tactics-to-increase-your-ecommerce-conversion-rate)

### Astuce n°4 : mettez les bouchées doubles en matière de service et de satisfaction client avant et pendant la saison des fêtes.

Pour en savoir plus sur les attentes les plus importantes des acheteurs pendant la saison des fêtes cette année, nous avons analysé les expressions composées de deux mots les plus courantes dans les avis positifs et négatifs qui ont été publiés dans la période d’octobre à janvier entre 2018 et 2020.


FR Sentiments from positive reviews

En ce qui concerne les avis positifs laissés pendant le pic de la saison des achats, les expressions « Excellent service » et « Service client » étaient parmi les plus courantes : elles apparaissaient dans environ 5,5 % de l’ensemble des avis publiés en anglais dans cette période.

Viennent ensuite les expressions « Fortement recommandée » et « Livraison rapide », presque aussi répandues, qui ont été respectivement mentionnées dans environ 4 % et 3,5 % des avis positifs laissés pendant le pic de la saison des achats au cours des deux dernières années.

FR Sentiments from negative reviews

Pour ce qui est des avis négatifs, l’expression « Service client » a été mentionnée dans environ 20 % de ceux laissés pendant le pic de la saison des achats entre 2018 et 2020, tandis que les termes « Remboursement » et « Appel téléphonique » ont été utilisés dans environ 3 % d’entre eux.

Mais que peuvent tirer les entreprises de ces tendances en matière de feedback client ?

Selon les acheteurs de la période des fêtes qui ont laissé un avis positif au cours des deux dernières années, la capacité d’écoute du service client et la rapidité de la livraison arrivent en tête des facteurs les plus importants. S’il est peut-être difficile de leur garantir une expédition rapide alors que les chaînes d’approvisionnement souffrent toujours de la pandémie mondiale, vos clients seront heureux d’avoir accès à des informations détaillées au sujet de leur livraison ainsi qu’à des délais mis à jour sur votre site web pour savoir à quoi ils peuvent s’attendre.

Et, si vous en avez la possibilité, investir dans des ressources relatives au service client avant et pendant le pic de la saison des achats est une excellente idée. Bien qu’il s’agisse d’un investissement à court terme, augmenter vos effectifs pour vous aider à résoudre les problèmes des consommateurs et faire en sorte qu’ils se sentent entendus aura sans doute des effets positifs en matière de résultats, et cela vous permettra même de fidéliser vos clients sur la durée.

Voici quelques lectures complémentaires qui vous aideront à mettre au point votre service client et votre expérience client en prévision des fêtes :

- [6 types de services clients en ligne à intégrer sur votre site web dès aujourd’hui](https://fr.business.trustpilot.com/reviews/learn-from-customers/6-types-of-online-customer-service-you-can-implement-today)
- [7 façons d’améliorer l’expérience client sur votre site web](https://fr.business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website)

### Astuce n°5 : affichez la note de votre entreprise dans les annonces sur Google Shopping.

Si vous ne connaissez pas encore le fonctionnement de Google Shopping, il s’agit d’un service qui permet aux utilisateurs de voir et d’acheter des produits proposés par des commerçants directement sur Google. Les commerçants doivent habituellement payer des frais à chaque fois qu’un acheteur clique sur une annonce et achète sur un site web. Cette règle vient cependant de changer sur le marché américain.

En effet, Google a annoncé en avril 2020 qu’[il est désormais gratuit de vendre sur Google](https://blog.google/products/shopping/its-now-free-to-sell-on-google/) aux États-Unis, ce qui aide les commerçants à gagner en visibilité et à vendre sur Google Shopping. Suite à cette première déclaration au mois d’avril, l’entreprise a également révélé [la suppression des frais de commission du programme « Acheter sur Google »](https://blog.google/products/shopping/buy-on-google-is-zero-commission/) aux États-Unis. Selon Google, ces changements seront étendus au monde entier d’ici à la fin de l’année.

L’entreprise a également communiqué le lancement de deux nouvelles intégrations avec Shopify et Paypal. Elles permettront aux entreprises d’intégrer des outils qu’elles utilisent peut-être déjà tout en autorisant les consommateurs à payer directement sur Google sans qu’ils n’aient besoin de se rendre sur le site web de l’entreprise.

C’est une excellente nouvelle pour les commerçants qui veulent gagner en visibilité sur Google. Mais comment pouvez-vous vous assurer d’augmenter vos ventes cette saison tout en vous démarquant des nouveaux concurrents dans les annonces gratuites sur Google Shopping ?

Faire preuve d’autant de transparence que possible en affichant la confiance que vous accordent vos clients sur Google Shopping peut vous aider à sortir du lot, surtout pendant la période la plus chargée de l’année.

Cet article peut vous intéresser si vous voulez en savoir plus sur les dernières mises à jour de Google Shopping :

- [Ce que les dernières mises à jour de Google Shopping changent pour les avis](https://fr.business.trustpilot.com/reviews/get-seen-in-search/what-the-new-google-shopping-updates-mean-for-reviews)

### Astuce n°6 : utilisez les avis produits pour gagner des Rich Snippets et améliorer vos performances en matière de recherche organique.

Le SEO organique est un canal primordial dans la découverte de produits, surtout pendant la saison des fêtes. Les avis et les Rich Snippets peuvent sans nul doute intéresser les entreprises qui cherchent à améliorer leurs performances en matière de SEO...

Si vous avez déjà saisi quelque chose dans la barre de recherche de Google, vous avez vu des Rich Snippets à l’œuvre. Et pourtant, peu de gens connaissent ce terme.

Les Rich Snippets sont la balise de votre contenu comportant des « données structurées » qui permettent aux moteurs de recherche de mieux comprendre ces informations et de les indexer. Cette balise aide les entreprises à se démarquer en affichant leur note en étoile au sein des annonces organiques sur les pages de résultats de recherche. Montrer des indicateurs de confiance dès le début du tunnel d’achat donne un coup de pouce aux entreprises qui cherchent à attirer davantage l’attention, et ainsi augmenter leur taux de clics et de conversion.


Rich snippet

Review snippet

Mais comment les entreprises peuvent-elles donc obtenir des Rich Snippets à temps pour le dernier trimestre de l’année 2020 ?

Vous pouvez gagner des Rich Snippets en collectant des avis produits grâce à un partenaire de Google, et en ajoutant un simple code à vos pages de produits. Si vous respectez les [consignes de Google](https://developers.google.com/search/docs/data-types/review-snippet), vous pourrez obtenir des Rich Snippets dans les résultats de recherche organique.

Ces articles peuvent vous intéresser si vous voulez en savoir plus sur les Rich Snippets et sur l’importance des mots-clés de longue traîne pour optimiser vos performances en matière de recherche organique :

- [L’astuce SEO redoutable que vous n’avez probablement jamais essayée : les Rich Snippets](https://fr.business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo)
- [Le guide complet sur les avis](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/le-guide-complet-sur-les-avis)
- [Le nouveau visage du SEO : l’optimisation des moteurs de réponse](https://fr.business.trustpilot.com/guides-reports/get-seen-in-search/the-new-face-of-seo-answer-engine-optimization)

### Astuce n°7 : utilisez les avis clients pour obtenir des Google Seller Ratings et améliorer vos performances de recherche payante

À mesure que les achats continuent à se numériser davantage, la recherche payante devient de plus en plus compétitive.

Dans ce contexte, comment les marques peuvent-elles se démarquer dans la recherche payante pendant la saison des fêtes ?

Si vous ne connaissez pas les Google Seller Ratings, il s’agit d’une extension automatique de Google Ads disponible dans le monde entier pour aider les consommateurs à trouver les entreprises proposant des services de qualité. Cette extension permet aux entreprises d’afficher leur note en étoile sous l’URL de leurs annonces sur Google Ads de la façon suivante :


Google Seller Ratintgs

Google Seller ratings

Si vous voulez obtenir des Google Seller Ratings à temps pour la saison des fêtes, sachez que Google affiche les Seller Ratings en fonction du pays, et que vous devez avoir reçu au moins 100 avis par pays au cours des 12 derniers mois ainsi qu’une note de 3,5/5 pour pouvoir afficher les étoiles Rich Snippets sur les annonces. Collecter des avis via un partenaire de Google est un excellent moyen de vous lancer dans les Google Seller Ratings.

Le fait d’afficher les notes des clients directement sur les annonces de Google Ads peut aider les entreprises à augmenter leur taux de clics et améliorer leurs performances de recherche globales pendant la période la plus animée de l’année.

Si vous voulez en savoir plus sur les Google Seller Ratings et comment ils peuvent booster les performances de votre recherche payante, voici quelques articles qui peuvent vous intéresser :

- [Google a abaissé le seuil de ses Seller Ratings à 100 avis](https://fr.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100)
- [Comment obtenir d’excellents avis et booster votre Google Seller Rating](https://fr.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating)
- [Comment calculer les répercussions des Google Seller Ratings sur le taux de clics pour Google Ads](https://fr.business.trustpilot.com/reviews/get-seen-in-search/how-to-calculate-google-seller-ratings-effect-on-adwords)

### Astuce n°8 : mettez en avant votre fiabilité pour transformer plus de visiteurs en acheteurs.

Les consommateurs d’aujourd’hui ne fondent plus leurs décisions d’achats sur ce que les marques disent ou écrivent elles-mêmes. Ils se tournent plutôt vers leurs pairs pour obtenir une validation extérieure ainsi que des informations dignes de confiance.

Il n’y a pas l’ombre d’un doute : la preuve sociale constitue aujourd’hui l’un des outils les plus efficaces à la portée de main de toutes les entreprises. De fait, une étude menée par Trustpilot a révélé que [66 % des consommateurs ont affirmé que la présence de preuve sociale les rend plus susceptibles d’acheter un produit](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers), et que 82 % considèrent les notes en étoile et les avis positifs comme ayant le même effet sur leur comportement d’achat.

Beaucoup de marques [affichent déjà leurs avis clients en ligne](https://fr.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing), par exemple sur leur site web et leurs e-mails, leurs réseaux sociaux mais aussi leurs publicités payantes. Mais qu’en est-il de l’affichage d’avis hors connexion ? Une présence omnicanale est en effet essentielle pour éviter tout décalage dans l’expérience client (en ligne comme hors ligne) et construire un parcours d’achat sans accroc pour les consommateurs.

Et n’oubliez pas que de nombreux acheteurs continuent à se rendre dans les magasins physiques avant d’acheter en ligne (et vice versa). Il est certain que les marques passent à côté d’une occasion d’exploiter la confiance qui leur est accordée hors ligne, surtout pendant la saison des fêtes.

## Cette année, mettez en avant la confiance accordée à votre marque

Face à une offre foisonnante sur le marché du cadeau, le meilleur moyen de vous démarquer de la concurrence et de conquérir les consommateurs cette année est de vous assurer d’une présence digne de confiance en ligne comme hors ligne. En 2020, à la suite de la pandémie mondiale et des mouvements de défense des droits humains, les consommateurs se montrent à juste titre plus sceptiques que jamais. Les acheteurs veulent aujourd’hui soutenir les entreprises qui se sont montrées à la hauteur de leurs valeurs, se sont exprimées sur des sujets importants, et ont bien traité leurs clients en temps de crise.

Alors que nous nous approchons du pic de la saison des achats, pourquoi ne pas aligner votre entreprise sur un symbole universel de confiance ? Le fait de collecter des avis sur Trustpilot prouvera aux consommateurs que votre entreprise est non seulement une valeur sûre pour des festivités réussies, mais qu’elle est aussi une marque qu’ils peuvent soutenir sans hésiter alors que les implications de chaque transaction gagnent en importance.


## Méthodologie

Nous avons analysé plus de 30 millions d’avis provenant du monde entier laissés sur Trustpilot entre août 2018 et août 2020 qui ont été écrits au sujet de catégories de vente en ligne pertinentes. Cela nous a permis d’observer les tendances dans les activités des avis mois par mois, et de découvrir les mots et les expressions généralement utilisés dans les avis positifs comme négatifs. L’analyse des mots-clés a été menée à bien sur un sous-ensemble d’avis publiés en anglais pendant le pic de la saison des achats (entre octobre et janvier) de 2018 à 2020.


Gated Content - "Keep reading" form - GENERIC - FR

Keep Reading Form (Generic) - FR

La période des fêtes de fin d'année est plus importante que jamais pour les consommateurs. Nous avons donc utilisé le consumer insight de Trustpilot pour vous proposer 8 conseils et aider vos clients à acheter en toute confiance en cette période de fêtes.

Pour vous aider à tirer le meilleur parti de la saison des fêtes de fin d'année, nous avons analysé plus de 30 millions d'avis sur Trustpilot et créé ce guide pratique. Vous y découvrirez :

- Ce dont les consommateurs se soucient le plus pendant la haute saison des achats
- Les tendances en matière de comportement des consommateurs ces deux dernières années 
- Comment attirer l'attention dans les résultats de recherche 
- Des stratégies concrètes pour construire une marque de confiance 
- Comment transformer plus de visiteurs en acheteurs durant le Black Friday, le Cyber Monday et bien d'autres événements


Guide pratique pour booster vos ventes lors des fêtes de fin d'année

The complete guide to marketing with customer reviews: 2021 update

Trustpilot's complete guide to reviews

Marketing with customer reviews is a surefire way to build trust in your brand, and turn that into measurable ROI through increased web traffic and sales. In this practical guide, we'll show you 15 ways you can improve your marketing strategy with reviews.

I rely on reviews. You rely on reviews. 

We all rely on reviews. 

In fact, [consumer behavior](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry) has evolved such that shoppers the world over are relying on reviews from their fellow customers to find the most up-to-date and accurate information about businesses in their local communities and beyond. 

So, if you’re wondering whether you could be doing more with customer reviews, know this: reviews can provide your business with so much more than feedback on your products and services. 

They're also a powerful marketing engine in their own right. Customer reviews are a way to build trust in your brand, and turn that brand trust into measurable ROI through increased web traffic, sales, and revenue. 

In this practical guide, we’ll show you exactly how to turn your customer reviews into better business results by putting them to work throughout your entire marketing strategy. 

And on the off chance you’re totally new to the world of reviews, we’ll start with a quick overview of their many benefits, and how they work together to propel business growth. 

## Why every business needs customer reviews and testimonials

We’ll keep this brief — the virtuous cycle of collecting reviews goes something like this: 

### 1. Build trust in your brand by collecting and responding to reviews.

Reviews are an opportunity for anyone familiar with your brand to publicly share what they love about your products, services, and [customer experience](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business). So, having reviews publicly available conveys to potential customers that you’re safe to do business with.

Once you have some reviews about your business, you can:

### 2. Attract new customers by using reviews, ratings, and testimonials throughout your marketing strategy. 

Showing off your customer reviews is how you turn your hard-earned brand trust into measurable ROI. 

Whether you dream of becoming the search result they actually click, driving more traffic with your emails and ad creative, or converting more browsers into buyers on your site — [social proof](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) like reviews, star ratings, and testimonials can help with that. 

To meet the expectations of all the new customers you’ll attract from showing off your reviews, you’ll need to: 

### 3. Tap into the goldmine of fresh consumer insights within your reviews.    

You’ve built a trusted brand. You’ve attracted more customers than ever before by exuding trustworthiness in all of your marketing. Now you need to understand what all of your new customers thought about their experience with your brand. 

Reviews act like a window into the minds of your customers, allowing you to discover exactly what they want — and deliver it — so you can build customer loyalty, get even more customer feedback, and continue using that feedback to attract new customers.

Sounds good, right? It all begins with [getting reviews](https://business.trustpilot.com/features/get-reviews) for your business so you can start showing off the trust in your brand. 

This is especially easy for businesses built on major eCommerce platforms to get up and running thanks to Trustpilot’s native integrations for [Shopify](https://business.trustpilot.com/partners/shopify-plus), [BigCommerce](https://business.trustpilot.com/partners/bigcommerce), [WooCommerce](https://business.trustpilot.com/partners/woocommerce), [Magento](https://business.trustpilot.com/partners/magento-commerce), [PrestaShop](https://business.trustpilot.com/partners/prestashop), [Shopware](https://business.trustpilot.com/partners/shopware), and [OpenCart](https://business.trustpilot.com/partners/opencart). 


complete-guide-to-reviews-img1

Trustpilot reviews displayed on a phone

## 15 Ways to use customer reviews in your marketing strategy

Once you’ve collected some reviews about your business, you can start showcasing the voice of the customer throughout your marketing strategy to increase organic traffic, dial up your paid digital campaign performance, and ultimately win more customers. 

## Improving organic SEO with customer reviews

With [91.5% of organic traffic](https://www.searchenginejournal.com/seo-101/seo-statistics/) going to sites listed on the first page of search engine results, we can’t overstate how important your organic search ranking is when it comes to attracting new customers. 

__With that in mind, here are five ways you can use customer reviews to improve your organic search rankings.__

### 1. Build strong off-page SEO by collecting reviews on a third-party platform. 

Off-page SEO describes any actions you take to build up a digital footprint outside of your actual website — whether it’s building credible backlinks to your pages, staying active on social media platforms, or even creating a profile on a [third-party review platform](https://thenextweb.com/contributors/2018/02/26/can-independent-review-platforms-make-google-love-site/) like Trustpilot. 


Off page SEO

off-page SEO diagram

Even though search engine algorithms are always evolving, the experts at [Moz](https://moz.com/learn/seo/off-site-seo) suspect that off-page SEO considerations like relevance, trustworthiness, and authority carry more than 50% of the ranking factor weight. 

Fortunately, building up your online presence with third-party reviews can help your business tick all three of those boxes. 

### 2. Drive more referral traffic from your Trustpilot business profile. 

On top of the off-page SEO benefits for your actual website, creating a profile on Trustpilot can also lead to a huge spike in referral traffic. 

That’s because when someone searches for reviews of a brand, they’re likely to find that brand’s Trustpilot [business profile page](https://support.trustpilot.com/hc/en-us/articles/360013930439-Introduction-to-your-company-profile-page) at the top of the search results. Why, you ask? 

We don’t mean to brag, but Trustpilot’s [domain authority](https://moz.com/learn/seo/domain-authority) is strong. So, the more reviews you collect — and the more you [enrich the content](https://support.trustpilot.com/hc/en-us/articles/202616716-Customize-your-company-profile) on your business profile page — the easier it will be for search engines to associate your brand with ours, and show your presence on Trustpilot right at the top of search results.

This could be your competitive advantage since referral traffic is so often overlooked — even though it’s a free source of qualified leads, and can even [improve your organic search performance](https://moz.com/blog/organic-traffic-without-ranking). 


Learn how TaxSlayer used their enriched business profile page to generate a 500% increase in referral traffic to their site.

### 3. Get more organic traffic by displaying customer reviews on your website.

Featuring customer reviews on key landing pages is easy to pull off with review widgets, and this small addition to your website can improve how often your pages show up in organic search results. 

That’s because reviews are a form of user-generated content, and UGC is SEO gold:

- __Reviews increase the amount of text on each page.__ This extra text makes your page more valuable in the eyes of Google because you’re offering them more context for what the page is really about — and whether it should surface for the user’s search query. 
- __The ratings associated with your reviews help Google understand the quality of your products and services.__ At the end of the day, Google wants to show the most reputable search results in hopes of delivering the best experience to their users. 
- __Review text adds fresh content to pages that might not otherwise get frequent updates.__ This tells Google that the information about your business is recent and up-to-date, and is therefore worth surfacing for the user’s search query.  

These elements work together to [help Google understand your website](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019). Over time this can lead search engines to show your pages in search results more frequently, and drive larger volumes of high quality traffic to your site.


reviews are great for SEO because they provide fresh content and long tail keywords, both of which Google loves

complete-guide-to-reviews-img4

Google search on a laptop

### 4. Earn review snippets in organic search with product reviews. 

When marketers think about star ratings in search results, paid listings usually come to mind — and we’ll get there in the next section. But most marketers don’t realize they can also earn star ratings on their organic search listings and appeal to those savvy shoppers who might be [less inclined to click-through an ad](https://business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising). 

As it turns out, collecting [Product Reviews](https://business.trustpilot.com/features/product-reviews) can help you qualify for [review snippets](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo) in organic search.  

And those shiny gold stars on your listings can help attract more attention to your product pages, and even improve your click-through rates by up to 35% in organic search. 

Not bad!

It’s not hard to do — our range of [eCommerce integrations](https://business.trustpilot.com/partners/type/apps) allow you to make your Product Review data discoverable to search engines in just a few clicks that add some simple code (aka schema markup) to your product pages. This allows search engines to easily get a sense of your products’ overall ratings, and determine whether you meet their requirements for displaying review snippets. 

If your review stats meet [Google’s requirements](https://developers.google.com/search/docs/data-types/review-snippet), your product pages could appear with performance-enhancing review snippets in the SERPs. 


According to Conversion XL, review stars in search engine results can improve CTR by as much as 35%.

complete-guide-to-reviews-img5

According to ConversionXL, review snippets can improve click-through rate by as much as 35% in organic search

### 5. Rank for long tail search queries with product reviews.

Collecting product reviews can also amp up the SEO power on each of your product pages, and help you rank for a broader range of relevant keywords. 

It’s pretty straightforward. Allowing customers to leave reviews about your individual products — and putting them front and center on your product pages — can improve your site’s visibility for [long tail search queries](https://yoast.com/focus-on-long-tail-keywords/#:~:text=Focusing%20on%20long%2Dtail%20keywords,as%20they%20are%20more%20specific.), with no copywriting effort on your part.

Try as you might, thinking of every possible descriptor, use case, or problem your product solves can be difficult to say the least. Thankfully, product reviews let your customers become the copywriters, enabling them to share their own unique experiences with your products. 

The icing on the cake is that all this happens automatically — no extra copywriting or content creation for you.

## Enhancing paid digital campaign performance with customer reviews

Today’s consumers have seen it all — and many of them don’t want to see ads or slick marketing messages anymore. In fact, more than [75% of consumers](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits/) regularly use an adblocker.

To make matters even more challenging for digital marketers, research shows [fewer than 3 in 10 consumers](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) report a solid level of trust towards digital advertising channels.  

__Fortunately, customer reviews and star ratings can enhance your digital campaign performance on the channels that have the [biggest influence](https://business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising) on consumer’s purchasing decisions.__

### 6. Qualify for Google Seller Ratings to improve Google Ads performance.

A close relative of review snippets in organic search, [Google Seller Ratings](https://business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) are a one-stop-shop for:

- Adding a healthy dose of social proof to your paid search listings.
- Making your business stand out from the competition.
- And increasing click-through rate on your Google Ads campaigns.

A higher click-through rate often leads to increased sales, and will usually improve your [Quality Score](https://support.google.com/google-ads/answer/140351?hl=en) — meaning you’ll get traffic at a lower cost per click. This in turn gives you a lower cost per acquisition, and frees up more budget for the rest of your business.

Just keep in mind that whether Google Seller Ratings display on your paid search listings is up to Google’s discretion in line with their [latest guidelines](https://support.google.com/google-ads/answer/2375474?hl=en) — which tend to stipulate that a business must have a certain number of reviews and a certain aggregate rating before those shiny gold stars will appear below your [Google Ads](https://business.trustpilot.com/reviews/browsers-to-buyers/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

Once you do earn them though, your [Google Seller Ratings](https://business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) will appear in Google search results, Google Shopping listings, and even on Google search partners’ listings. 

So if you ask us, it’s worth setting yourself up to qualify for them.

### 7. Enhance your retargeting campaigns with customer testimonials, reviews, and ratings.

[Retargeting campaigns](https://blog.alexa.com/retargeting-vs-remarketing/) can straddle a range of platforms using paid ads to re-engage potential customers who have visited your website or social media profiles. 

No matter which platform you’re using to run a retargeting campaign, you can see a [performance improvement](https://business.trustpilot.com/customer-stories/finance-insurance/why-taxslayer-chose-trustpilot-to-leverage-customer-feedback) if you include your reviews and ratings in the ad creative. This can look like:

- Quoting an individual customer review.
- Using your overall rating in your ad creative.
- Showing off how many customers have rated you highly.

The best part? Highlighting your reviews in ad creative can be done without design skills (or even an in-house designer) with some help from Trustpilot’s social media [Image Generator](https://business.trustpilot.com/features/social-media-tools).

With retargeting, you’re putting ads in front of people who have some existing relationship with your business. The extra social proof you add to your retargeting creative might be the deciding factor that nudges customers to purchase from you.


Learn more about Trustpilot's social media tools. 

## Getting more from your email marketing with the voice of the customer 

Though it’s a tough number to pin down, email marketing experts estimate that the average person sends and receives [126 business emails per day](https://www.campaignmonitor.com/resources/knowledge-base/how-many-emails-does-the-average-person-receive-per-day/). That’s a whole lot of emails.

It’s easy to see why the average open rate for emails is about [22%](https://mailchimp.com/resources/email-marketing-benchmarks/) — and why it can be so challenging to cut through the noise with email marketing.

__Here are four ways you can let the voice of the customer do it for you.__

### 8. Boost email click-through rates by adding customer reviews and testimonials.

Every improvement in email click-through rate is going to drive more qualified traffic to your website and increase the odds of a conversion. So you might be interested to know that customer reviews can improve the click-through rate in all of your [marketing emails](https://business.trustpilot.com/reviews/browsers-to-buyers/4-email-marketing-strategies-to-unlock-black-friday-sales-volume-throughout).

Unlike channels with strict word counts and requirements for visual creative, with email you’re free to be creative with how you show off your reviews. You can even use them as the entire basis for different types of email content and CTAs. 

Whether you’re drafting a monthly newsletter, a seasonal product promotion, or a dynamic remarketing campaign – [highlighting a customer review](https://business.trustpilot.com/reviews/inside-trustpilot/social-proof-in-email-marketing-is-easier-than-ever-with-trustpilots-klaviyo) that’s directly related to your offer puts the social proof your customers crave right on a silver platter, and [increases the odds](https://www.campaignmonitor.com/blog/email-marketing/2019/06/improve-your-ctr-using-social-proof/#:~:text=4.,a%2037.5%25%20increase%20in%20conversions.) that they’ll click-through to your landing page, and ultimately convert. 

And with [82% of shoppers](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) reporting that ratings and reviews in email marketing can make them more likely to purchase, that’s pretty promising.  

### 9. Let customer reviews do the talking in your welcome campaigns.

Welcome campaigns are your first opportunity to build a direct relationship with a future customer. Most of your email signups probably haven’t made a purchase yet, and they could even be brand new to your business.

This is your opportunity to convince them you’re a brand they can feel comfortable buying from — and it’s the perfect time to let your satisfied customers do the talking. 

Think of your reviews as a dynamic database of nuanced marketing content to make your campaigns as compelling as possible to your email audience segment. 

When you’re in the early stages of building a relationship with your future customers, it’s a good idea to: 

- Include a relevant customer review in each email, whether it’s about a specific product or your customer experience in general. 
- Feature your top-rated products and services based on your reviews. 
- Show off your brand’s personality by curating some surprising or funny customer reviews. 

This is just a sampling of the creative ways you can make a first impression through your customer reviews and generate warm responses to your email campaigns. 

### 10. Show off your trustworthiness in the email header, footer, and subject line.

Every email you send should include some proof of your trustworthiness. One easy way to achieve this is by including your star rating to your email template’s header, or adding a customer testimonial in the footer. 

With email [open rates](https://mailchimp.com/help/about-open-and-click-rates/) hovering around a modest 22%, it’s also in your best interest to lead with social proof right in the subject line. Here are some sample ideas to get you started:

*- "Our top reviewed products this month."*
*- "Thank you for making us a 5 star company."*
*- "5 ways we’ve used your reviews to improve our customer service."*
*- "Meet Sue, our top customer service rep."*
*- “We thought our teapots were great, your feedback has made them even better!”*
*- “The products you love.”*


Complete Guide to Reviews Quote Jillian Lore

Trustpilot logo Round Star BlueBG 420x420

Digital Marketing Specialist, Rush49

### 11. Abandoned cart emails are more effective with customer reviews.

No matter how watertight your online shopping journey is, abandoned carts are bound to happen. 

According to the experts at [Klaviyo](https://www.klaviyo.com/blog/whats-is-abandoned-shopping-cart-email), the average cart abandonment rate is about 70% on desktop and a whopping 85% on mobile — so it’s not surprising that abandoned cart email flows have become so popular. 

Many retailers rely on special offers and promotions in these email campaigns to lure would-be customers back to their website, but adding a testimonial, review, or rating can be more than enough to bring them back without compromising your precious margins.  

So if you’re putting together an abandoned cart email flow, consider including a few reviews about your customer experience or best-selling products to reassure any hesitant shoppers out there that your business is not only safe to buy from — but that there’s plenty to love about your brand.

No matter what type of email campaign you’re running, it’s easy to feature Trustpilot reviews with our integrations for major email providers like [Klaviyo](https://business.trustpilot.com/partners/klaviyo), [Fresh Relevance](https://business.trustpilot.com/partners/fresh-relevance), and [Movable Ink](https://business.trustpilot.com/partners/movable-ink). 


Adding reviews to your cart abandonment email campaigns can boost CTR by up to 220%

complete-guide-to-reviews-img7

NewYorkDress saw a 220% increase in CTR after adding reviews to their cart abandonment emails

## Improving website conversion rates by putting customer reviews front and center

Today, [89%](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of consumers check online reviews throughout the online shopping journey. So, by the time a potential customer lands on your website, chances are they’ve already formed a first impression about your brand. 

If you want to make sure that first impression leads to a conversion, it’s a good idea to provide all the reassurance they need to click “BUY” right on your website. 

__Here are four ways to [improve your conversion rate](https://business.trustpilot.com/reviews/browsers-to-buyers/what-is-conversion-rate-optimisation) with customer reviews on your website.__

### 12. Use reviews to make a stellar first impression on your homepage. 

When you improve the trustworthiness of your marketing campaigns, you’re likely to drive a lot more qualified traffic to your website. If your goal is turning more site browsers into buyers, your website should be just as trustworthy as the marketing materials that led them there. 

When it comes to website optimization, the homepage is often overlooked in favor of product pages and the checkout page — and that’s a missed opportunity.

Even if the majority of your site visitors arrive via a specific landing page, there’s a good chance they’ll still want to check out your homepage, especially if they’re unfamiliar with your brand. 

With this in mind, try to highlight customer reviews as much as possible on your homepage. You could:

- Showcase the quality and quantity of your reviews — for example, *“We received 2,365 reviews this year, and 95% of customers gave us a 5/5”.*
- Feature 3-5 recent reviews to show off what your others love about your customer experience.
- Round up your most reviewed or highly rated products and services — for example, *“Here are some products our customers gave 5 stars”.*

Remember, your homepage is where site visitors turn to find [trust signals and other social proof](https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) for your brand — so don’t miss this opportunity to easily build trust with curious customers by showing off a highlight reel or some summary statistics about your customer reviews. 


complete-guide-to-reviews-img9

ThirftBooks have embedded customer reviews throughout the customer journey

### 13. Add review widgets to product pages to make the buying decision easy.

We’ve already established that product reviews are an SEO secret weapon — but they can also make [conversions skyrocket on your product pages](https://uk.business.trustpilot.com/customer-stories/get-seen-in-search/ann-summers-uses-product-reviews-to-increase-sales-up-to-230). 

According to the experts at [Shopify](https://www.shopify.com/blog/15359677-why-online-store-owners-should-embrace-online-reviews), 79% of online shoppers trust information shared in product reviews as much as a personal recommendation. And other studies have revealed that [product reviews are 12x more trusted](https://econsultancy.com/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/) than manufacturer or product descriptions. 

In short, [showing relevant reviews](https://business.trustpilot.com/features/trustbox-widgets) on product pages makes the buying decision easier for hesitant shoppers. 

That said, not all reviews carry the same weight. 

Research shows that shoppers want to see real product images from other customers (aka [user-generated content](https://business.trustpilot.com/features/product-reviews)) when they look at product reviews:

- Millennials trust user-generated content [50% more](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/) than traditional media and think it’s 20% more influential on their purchasing decisions.
- Consumers are [3x more likely](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/) to perceive user-generated content as authentic compared to content created by a brand.

So if your goal is to increase conversions on your product pages, make sure your product review provider gives customers an opportunity to share their own photos.

If you display these on your product pages, your conversion rate is sure to thank you. 

### 14. Add star ratings to the site header and footer to make every single page more trustworthy. 

Depending on what they searched to find your business, customers can land on almost any page on your site from the SERPs. With this in mind, every page is an opportunity to convince them to make the critical decision to purchase.

The easiest way to make sure your trustworthiness comes across loud and clear — no matter where visitors land on your site — is to add your star rating to your header or footer.

It’s a small change that can make a big difference.

### 15.  Reduce your exit rate by highlighting reviews and ratings on exit pages. 

Every journey has a start point and an end point — and if that end point isn’t the order confirmation page, you should take every opportunity to increase your conversion rate.

First, identify any pages with high exit rates by checking out your [exit page performance](https://www.paperstreet.com/blog/how-to-use-google-analytics-to-identify-exit-pages-and-improve-them/) in Google Analytics and noting which ones have high traffic and a high exit percentage. 

With exit pages, it’s worth taking the time to look at the actual page and see if you can spot a problem:

- Are there enough calls to action on those pages to keep people on the website?
- Is the page a dead end on the website?
- And of course, are there any customer review sentiments that might help keep people on this page?

Once you’ve ruled out other potential issues, it’s worth exploring any opportunity to show off relevant reviews on your exit pages — and Trustpilot’s [Review Tagging](https://business.trustpilot.com/features/review-tagging) feature makes this easy.

Here’s an example.

If your Delivery and Returns page has a high exit rate, you might start tagging reviews that mention delivery or returns so you can easily filter reviews by those keywords. This should make it easy to find a testimonial or two that sings your praises about delivery and returns — so you can feature them on your Delivery and Returns page. 

This tiny consideration could lead to a meaningful drop in your exit rate, and more conversions down the line. 

## Grow your business by amplifying the voice of the customer

If you made it this far, it should be clear that there’s an infinite number of creative ways you can integrate reviews into your marketing strategy to attract more customers — and make sure they actually convert. 

As we laid out at the beginning of this guide — customer reviews are all you need to kickstart a sustainable cycle of business growth. 

1. __Build trust in your brand__ by collecting and responding to reviews.
2. __Attract new customers__ by adding reviews to your marketing campaigns and across your website’s shopping journey. 
3. __Tap into the goldmine of fresh consumer insights__ within your steady stream of new customer reviews.

And then the cycle repeats, all because you put your customers at the heart of your marketing strategy. 

And if you really want to make the most of your customer reviews in your marketing strategy, focus on growing your [review collection](https://business.trustpilot.com/features/review-invitations) until your [social proof reaches critical mass](https://business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews). This makes it easier to highlight your reviews across your marketing channels, and eventually tailor your review curation to campaigns and product promotions.

So, the next time you approach a marketing campaign or a business challenge — whether it’s online or [offline](https://business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising) — ask yourself if customer reviews could be used to boost performance results.

You heard it here first: the answer is yes. 


Speak to one of our review experts today. 

The complete guide to marketing with customer reviews

This holiday season is poised to mean more than ever to consumers, so we used Trustpilot consumer insights to create 8 tips to help your customers buy with confidence this holiday season.

Suffice to say that COVID-19 and the resulting global recession, disrupted supply chains, and mass uncertainty have had a lasting effect on [consumer behavior](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry), with some industries seeing unprecedented sales as the world sought to entertain themselves with new hobbies during lockdown — and others finding themselves more [prone to fraud](https://business.trustpilot.com/guides-reports/build-trusted-brand/2020-consumer-report-combating-misinformation-in-the-health-beauty-sector), disappointing customers who had less to spend in the first place.

According to the consumer sector experts at [McKinsey](https://www.mckinsey.com/industries/retail/our-insights/the-consumer-sector-in-2020-and-beyond), two pandemic-fueled consumer behavior trends are here to stay. The first is that in the face of widespread economic uncertainty, shoppers are more focused than ever on the perceived value of their purchases — a measure which tends to skyrocket when [the brand in question is trusted](https://www.inc.com/young-entrepreneur-council/how-to-increase-sales-by-building-brand-equity-shaping-brand-perception.html). The second is the obvious shift to making purchases almost exclusively online.

Some consumers are doubling down on loyalty while shopping online, purchasing only from [brands they already trust](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-brand-strategy-its-time-to-go-electric). But some are taking chances on new brands and products now that their options have multiplied, in many ways leveling out the playing field and creating more opportunity for lesser known brands and businesses.

Either way, this holiday season is a huge opportunity for businesses of all shapes and sizes: consumers have shifted so much of their spend to online channels that eCommerce shopping levels have been tracking well above peak holiday shopping levels, and compared to predictions from the [2020 Adobe Digital Economy Index](https://www.adobe.com/content/dam/www/us/en/experience-cloud/digital-insights/pdfs/adobe_analytics-digital-economy-index-2020.pdf) for the period of March to June 2020, an extra $77 billion dollars have been spent online.

Image courtesy of the Adobe Digital Economy Index

Whether consumers are tightening their purse strings or trying to forget the last six months by immersing themselves in holiday cheer, it’s safe to say that shoppers’ expectations will be higher, and businesses will be under the microscope.

And with recent action around the [Black Lives Matter movement](https://www.nytimes.com/2020/05/31/business/media/companies-marketing-black-lives-matter-george-floyd.html) placing an even stronger emphasis on corporate social responsibility and belief-driven buying (particularly in big gifting categories like fashion retail and health and beauty) this is the year to make sure your brand is trusted leading up to the winter holidays — and always.

To that end, we took a deep dive into more than 30 million consumer reviews on Trustpilot posted from August 2018 to August 2020 to uncover consumer behavior trends leading up to peak shopping season, and formulate some helpful tips to make sure your business is primed and ready to turn more browsers into buyers on Black Friday, Cyber Monday, and beyond.

## Here are 8 tips to help your customers buy with confidence this holiday season.

### Tip 1: Timing is everything, so start building your online presence with third-party reviews by the end of October.

Collecting reviews for your business is always a good idea, but know this: in the world of eCommerce, not all reviews are created equal. Most major eCommerce platforms offer native review solutions, which can offer business owners perhaps too much control over the review process — and provide consumers little transparency into the origins and authenticity of the reviews.

[Social proof](https://business.trustpilot.com/reviews/build-trusted-brand/why-social-proof-marketing-essential-business-growth) works best when consumers genuinely trust that the sentiments are authentic, and unlike native review solutions, third-party review platforms tend to have the proper [checks and balances](https://www.trustpilot.com/trust/combating-fake-reviews) in place to reassure shoppers that the reviews they encounter haven’t been curated or fraudulently sourced by unscrupulous business owners.

And that’s exactly why so many consumers consult the business profile pages on Trustpilot to research their purchases, especially leading up to the [holiday season](https://business.trustpilot.com/reviews/build-trusted-brand/holiday-playbook-5-ways-to-win-over-wary-holiday-shoppers).


Consumers search for reviews more often leading up to the holiday rush

Traffic to Trustpilot Profile Pages by Industry

Our Trustpilot platform data from the past two years consistently shows a swift uptick in traffic to Trustpilot’s business profile pages in the month of October, as shoppers begin planning their holiday shopping hauls and researching the best businesses to buy from. Traffic increases have been significant year over year — especially in major holiday shopping categories like fashion apparel, electronics, health and beauty, and home and garden.

It’s no mystery why traffic across all categories has reached a new high watermark in April 2020. As consumers had to adjust their shopping behaviors in accordance with the coronavirus pandemic and resulting lockdown, they turned to [reviews to reduce uncertainty](https://business.trustpilot.com/reviews/build-trusted-brand/the-importance-of-trust-in-uncertain-times) around potential purchases.

While we don’t have a crystal ball, it stands to reason that between the return of cold and flu season and a projected second wave of coronavirus, shoppers will not only carry out their entire customer journey online during peak shopping season, but rely even more heavily on third-party reviews to make sure their holiday season goes off without a hitch.

And if the past two years are any indication, it’s in your business’ best interest to have third-party reviews in place by the end of October. With that in mind, below are some helpful resources for getting a jump start on your [review strategy](https://business.trustpilot.com/guides-reports/learn-from-customers/the-complete-guide-to-reviews):

- [Intro to Automatic Feedback Services](https://support.trustpilot.com/hc/en-us/articles/360012437420-Introduction-to-Automatic-Feedback-Service-AFS-)
- [How are reviews collected?](https://support.trustpilot.com/hc/en-us/articles/223402468--How-are-reviews-collected-)
- [Send a basic review invitation](https://support.trustpilot.com/hc/en-us/articles/115008302187--Send-a-Basic-Invitation)
- [More is better: why review quantity matters](https://business.trustpilot.com/reviews/build-trusted-brand/more-is-better-why-review-quantity-matters)

### Tip 2: Be ready to reply to reviews as they roll in, and don’t be afraid to reply retroactively — a late reply is better than no reply.

According to our platform data from the last two years, customers leave far more reviews beginning in November and lasting all the way through New Years. Sure enough, more transactions leading up to the holidays leads to more feedback from customers — and that’s a good thing.

Customers leave more reviews on Trustpilot during the holiday shopping rush

Customer Reviews Left on Trustpilot by Industry

More public customer feedback means more opportunities to show off what shoppers love about your [customer experience](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business), ultimately building more trust in your brand. But more feedback can also highlight areas of improvement, and potential customers are just as interested in [how brands respond](https://business.trustpilot.com/reviews/learn-from-customers/dos-and-donts-best-practices-for-responding-to-reviews) and resolve any issues raised in their reviews.

The charts below show that most companies, regardless of industry, are mostly responding to reviews during peak shopping season — and responding to positive reviews far more often than they reply to negative ones.

This presents a unique opportunity to differentiate yourself by becoming the business that replies all year round to negative and positive reviews alike. This is an especially valuable opportunity in more saturated categories like fashion, home and garden, and health and beauty.

most companies, regardless of industry, are mostly responding to reviews during peak shopping season

Reviews with Replies by Industry

Companies mostly reply to positive reviews, even though negative reviews are more deserving of a response

Reviews with Replies by Star Rating

Taking time to respond, no matter the season or sentiment, will show potential customers that your business has integrity, cares deeply about its customers, and is therefore safe to buy from.

And if you’re lucky enough to have plenty of reviews from last year’s peak shopping season, don’t miss the opportunity to start replying retroactively. Believe it or not, shoppers understand that no one’s perfect, so a late reply is better than no reply. Going back to respond to unresolved reviews will show this year’s shoppers that you’re human, and help you earn their trust.

Below are some helpful resources for replying to reviews:

- [6 Ways to make trust your essential brand differentiator](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator)
- [Bad reviews: why people write them and what they expect](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect)
- [How to respond to negative reviews](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews)

### Tip 3: Show off your customer reviews on key shopping pages and landing pages.

Collecting reviews on a third-party platform is the crucial first step to building a trusted brand leading up to the holidays. When it comes to converting more site visitors into paying customers, however, [embedding third-party reviews](https://business.trustpilot.com/reviews/browsers-to-buyers/everything-you-ever-wanted-to-know-about-trustboxes-but-were-too-afraid-to) right on your site is the way to go.


Trustpilot data shows that impressions on TrustBoxes always see a spike around peak shopping season

TrustBox Impressions by Industry

Our data shows that [impressions](https://www.bigcommerce.com/ecommerce-answers/impressions-digital-marketing/#:~:text=Definition%3A%20Impressions%20are%20when%20an,intent%20on%20spreading%20brand%20awareness.) on [TrustBoxes](https://business.trustpilot.com/features/trustbox-widgets) always see a spike around peak shopping season, but they have also skyrocketed since lockdown began in categories like fashion and home and garden.

Displaying reviews right on site is a surefire way to improve conversions, increase basket size or order value, and even reduce cart abandonment. To level up with competitors in saturated categories and win the lion’s share of conversions this year, make sure you’re displaying reviews not only on product pages, but any landing page a potential customer might encounter along the buying journey.  

Here are some additional resources for how to best apply social proof on your website:

- [7 Tried and true conversion strategies: a guide](https://business.trustpilot.com/guides-reports/browsers-to-buyers/7-tried-and-tested-conversion-strategies-guide)
- [How luxury brands can use social proof to ignite high-ticket conversions](https://business.trustpilot.com/reviews/browsers-to-buyers/how-luxury-brands-can-use-social-proof-to-ignite-high-ticket-conversions)
- [5 Tactics to increase your eCommerce conversion rate](https://business.trustpilot.com/reviews/browsers-to-buyers/5-tactics-to-increase-your-ecommerce-conversion-rate)

### Tip 4: Double down on customer service and fulfillment leading up to — and throughout — the holiday shopping season

To get to the heart of what this year’s shoppers will care about most during the holiday season, we analyzed the most common 2-word phrases in both positive and negative reviews published between October and January from 2018–2020.  


For positive reviews left during peak shopping season, “Excellent Service” and “Customer Service” were among the most common phrases, showing up in about 5.5% of all English-language reviews from the time period.

Sentiments from Positive Reviews

For positive reviews left during peak shopping season, “Excellent Service” and “Customer Service” were among the most common phrases, showing up in about 5.5% of all English-language reviews from the time period.

Not far behind in popularity were “Highly Recommend”, and “Fast Delivery”, which were mentioned in about 4% and 3.5% respectively in favorable reviews left during peak shopping season over the past two years.

When it came to negative reviews, “Customer Service” was mentioned in about 20% of negative reviews left during peak shopping season between 2018 and 2020. “Money Back” and “Phone Call” were also mentioned in about 3% of negative reviews.



Sentiments from Negative Reviews

When it came to negative reviews, “Customer Service” was mentioned in about 20% of negative reviews left during peak shopping season between 2018 and 2020. “Money Back” and “Phone Call” were also mentioned in about 3% of negative reviews.

So, what can businesses take away from these trends in customer feedback?

According to holiday shoppers leaving positive reviews over the last two years, attentive customer service and quick delivery have meant the most. While it might be difficult to guarantee fast shipping with supply chains still reeling from the global pandemic, your customers will appreciate detailed shipping information and updated fulfillment times on your website so they can know what to expect.

And if you’re able, it’s a great idea to invest in customer service resources before and during peak shopping season. Even if it’s a short-term investment, having more hands on deck to help resolve issues and make customers feel heard will likely pay off in dividends — and even help you retain customers for life.

Here are some additional readings on how to tune up your customer service and customer experience leading up to the holidays:

- [6 Types of online customer service you can implement on your website today](https://business.trustpilot.com/reviews/learn-from-customers/6-types-of-online-customer-service-you-can-implement-today)
- [7 Ways to improve customer experience on your website](https://business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website)

### Tip 5: Showcase your company's rating in Google Shopping listings

If you’re not familiar with how Google Shopping works yet, it enables users to view and buy products from merchants directly through Google. Merchants are usually charged a fee every time a shopper clicks on a listing and buys from a website. However, this has now changed in the US market.

In April 2020, Google announced that it’s now [free to sell on Google](https://blog.google/products/shopping/its-now-free-to-sell-on-google/) in the US, making it easier for retailers to gain visibility and sell on Google Shopping. Following their first April announcement, in July 2020, they also revealed that [‘Buy on Google’ is now commission-free](https://blog.google/products/shopping/buy-on-google-is-zero-commission/) in the US. According to Google, these changes will be made global by the end of the year.

They also announced two new integrations with Shopify and Paypal, which allow businesses to integrate tools they might already be using, whilst letting consumers checkout directly in Google, without having to go through their website at all.

This is great news for merchants wanting to get more exposure on Google. But how can you guarantee more sales this holiday season whilst trying to stand out from the new competition in Google Shopping’s free listings?

A recent Trustpilot and Canvas8 study found that, today, [89% of global consumers check online reviews](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

Collecting reviews with a Google Review Partner can help you qualify for Seller Ratings, which you can then display in your product listings in Google Shopping.

Adding trust signals such as ratings and reviews to your listings can make a big difference when it comes to building trust and credibility earlier on in the customer buying journey — especially now that consumers can buy products on Google Shopping without having to go through the retailer’s website at all.

Being as transparent as possible by showcasing consumer trust in Google Shopping can help you stand out from the crowd, especially at the busiest time of year.

[This article](https://business.trustpilot.com/reviews/get-seen-in-search/what-the-new-google-shopping-updates-mean-for-reviews) might be of interest if you’d like to learn more about the new Google Shopping updates.

### Tip 6: Use product reviews to earn Review Snippets and improve organic search performance

Organic SEO is a prime channel for product discovery, especially during the holiday season, and businesses who are looking to improve their SEO performance might be interested to hear more about reviews and Review Snippets...

If you’ve ever typed into Google’s search bar, you’ve seen Review Snippets in action. Yet not many people have heard of that term.

Review Snippets is the markup of your content with ‘structured data’ that allows search engines to better understand and index this information. This markup helps businesses stand out by displaying their star ratings in organic listings on Search Engine Results Pages. Showcasing trust signals so early in the funnel can help attract more attention, and can therefore help brands increase their click-through and conversion rates.


Example of review snippets in action

So, how can businesses obtain Review Snippets in time for Q4?

Review Snippets can be earned by collecting product reviews through a Google Review Partner, and adding a simple code to your product pages. If you meet [Google’s guidelines](https://developers.google.com/search/docs/data-types/review-snippet), you will then qualify for Review Snippets in organic search results.

But that’s not all. Product reviews can also help you rank better for long-tail keywords. Long-tail keywords are usually a group of 3 or 4 keywords that are a lot more specific than normal keywords. They tend to have lower search volumes, but convert a lot more as they are so specific and are usually used by people on the lower-end of the funnel. Long-tail keywords can be anything from “best running shoes for women” to “Christmas trees with built-in lights”.

With customer product reviews, you’re essentially getting fresh content every month. Because reviews tend to be written in a familiar, more ‘human’ way, they’ll likely contain a lot more long-tail keywords than any other type of content. And with the rise of voice search, longer-tail keywords are a great opportunity for smaller businesses to stand out from the crowd.

Long-tail keywords from product reviews can be a great opportunity for businesses to start engaging with prospective customers who are already at the bottom of the funnel and looking to buy soon.

These articles might be of interest if you’d like to learn more about Review Snippets, and the importance of long-tail keywords for organic search performance:

- [The powerful SEO hack you probably haven't tried: Review Snippets](https://uk.business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo)
- [The complete guide to reviews](https://business.trustpilot.com/guides-reports/learn-from-customers/the-complete-guide-to-reviews)
- [The new face of SEO: Answer Engine Optimisation](https://uk.business.trustpilot.com/guides-reports/get-seen-in-search/the-new-face-of-seo-answer-engine-optimization)

### Tip 7: Use customer reviews to earn Google Seller Ratings and improve paid search performance

With shopping continuing to move almost entirely online, paid search is getting more and more competitive by the day.

Many businesses choose to spend a large amount of their digital budget on paid search, but don’t always see the results they’d hoped for.

So how can brands stand out in paid search during the holiday season?

If you’re not familiar with Google Seller Ratings, they are an automatic Google Ads extension that is displayed globally to customers to help them find businesses that offer quality services. The extension allows businesses to display their star rating underneath the URL on their Google Ads, like this:

Trustpilot profile pages often show up at the top of results and get thousands of search impressions per month

complete-guide-to-reviews-img6

example of Google Seller Ratings

Google Seller Ratings were created to demonstrate consumer trust in businesses. They can help brands stand out from the competition, and build trust earlier in the customer journey. Why? Simply because consumers are more likely to click on an ad with star snippets, than an ad without.

So how can you get Google Seller Ratings in time for the holiday season?

Well, Google displays Seller Ratings on a per-country basis, and requires at least 100 reviews per country in the last 12 months, and a rating of 3.5/5, to showcase the star snippets on ads. Collecting reviews through a Google Review Partner is a great way to start your Google Seller Ratings journey.

Showcasing consumer ratings directly on Google Ads can help businesses increase their click-through rates, and improve their overall search performance during the busiest time of year.

If you’d like to find out more about Google Seller Ratings and how they can help your paid search performance, here are some articles that might interest you:

- [Google’s new Seller Ratings threshold lowered to 100](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100)
- [How to land great reviews and boost your Google Seller Rating](https://uk.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating)
- [How to calculate Google Seller Ratings’ effect on CTR for Google Ads](https://uk.business.trustpilot.com/reviews/get-seen-in-search/how-to-calculate-google-seller-ratings-effect-on-adwords)

### Tip 8: Turn more browsers into buyers with a trustworthy presence online and offline

Today’s consumers no longer base their purchasing decisions on what they hear or read from brands. Instead, they turn to their peers for third-party validation and trustworthy information.

There’s no doubt social proof is now one of the most powerful tools available for businesses out there. In fact, Trustpilot research found that [66% of customers](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) said the presence of social proof increased their likelihood to purchase a product, and 82% said positive star ratings and reviews made them more likely to make a purchase.

A lot of brands already [display their customer reviews](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) online — from their website and emails, to their social channels and paid ads. But what about showcasing reviews offline? 

A London Research survey found that [only 8% of businesses](https://business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising) using Trustpilot are harnessing their trustworthiness offline, compared to 84% online. 

An omnichannel presence is essential to ensure there is no disconnect in the customer experience — both online and offline – to create a seamless buying journey for consumers.

It’s all about creating as few barriers as possible, so that a customer would never notice a difference in their experience with your brand, whether they shop on your website, app, or in-store. And that works with trust signals too. 

Consider displaying and mentioning your reviews in-store, at the till or in the fitting rooms, in your TV ads, on the radio, on your packaging, and even on billboards. 

Those are all great places where you can showcase customer reviews to build confidence and trust outside of your online channels. Remember, many shoppers still like to browse in-store before they buy online, or vice-versa, and brands are missing an opportunity to harness their trustworthiness offline, especially during the holiday season.

## This year, showcase the trust in your brand

With so many choices when it comes to gifts, the best way to differentiate yourself and win customers this year is to cultivate a trustworthy brand presence online and offline. In the wake of the global pandemic and human rights movements this year, consumers are rightfully more skeptical than ever. This year shoppers will want to support the businesses who lived by their values, spoke up about important issues, and did right by customers when times were tough. 

So as we head into the peak shopping season of a high stakes year, why not align your business with a universal symbol of trust? Collecting reviews on Trustpilot will show customers that your business is not only a safe bet for a smooth holiday season, but also a brand they can feel good about supporting at a time when each transaction means more to everyone. 


### Methodology

We analyzed more than 30 million global reviews on Trustpilot within relevant online retail categories written between August 2018 to August 2020 to look at trends in review activity month over month, and uncover commonly used words and phrases in positive and negative reviews. The keyword analysis was carried out on an English-language subset of the reviews published within the peak shopping season of October to January between 2018 and 2020.  


Trustpilot Consumer Insights: 2020 Holiday Readiness Guide

The Value of Customer Ratings and Reviews in Advertising in the US

Cette étude menée par London Research examine les avantages de l’utilisation des notes et avis Trustpilot dans la publicité pour renforcer la confiance et augmenter la propension à acheter.

This [London Research study](https://londonresearch.com/) reports on the benefits of using Trustpilot ratings and reviews in advertising to build trust and increase propensity to purchase.

The research also looks at the extent to which specific types of Trustpilot content in online advertisements influence US consumers, including the Trustpilot logo and stars, TrustScore, the volume of reviews, and the impact of an authentic customer testimonial.

To test the value of Trustpilot ratings and reviews in ads, 1,000 American consumers were shown a series of digital advertisements for a new cell phone plan, and asked which ads they would be most and least likely to click in order to buy.

### Summary of the research

Anatomy of a co branded ad - CEU

Anatomy of a co branded ad CEU

- 63% of US consumers agree a good Trustpilot score makes them more likely to trust a brand.
- 61% agree a good Trustpilot score makes them more likely to buy from a brand.
- An online advertisement with the Trustpilot logo and stars is 37% more persuasive than the same ad without them.
- Consumers are two-and-a-half times more likely to click a Trustpilot co-branded ad showing a five-star customer rating, TrustScore, 3,000+ reviews, and a customer review, than an ad with no Trustpilot content.
- A Trustpilot five-star advert with a 4.8 TrustScore showing 500+ reviews is more than twice as compelling as an ad with no Trustpilot branding.
- A Trustpilot five-star advert with a 4.8 TrustScore showing 3,000+ reviews is 31% more compelling than the same ad just showing the TrustScore.
- A Trustpilot five-star advert with 3,000+ reviews performs 10% better than the one with 500+ reviews.
- A five-star ad showing a high TrustScore with 3,000+ reviews and an actual customer review performs twice as well as an ad with no Trustpilot components, even when the price is 20% higher ($48 versus $40).

## The importance of ratings and reviews in the buyer journey

Consumers are right to be cautious about putting their trust in brands when they’re looking to buy products and services online. According to the Federal Trade Commission, Americans have lost $588m to scams during the pandemic era alone, which makes people even more eager to ensure they’re buying from a reputable business and spending their money wisely. At the same time, consumers are becoming increasingly savvy about fake reviews used by less-known brands to bolster their credibility.

Our research shows that authentic customer reviews and star ratings are now firmly established as a go-to source of information for the majority of shoppers. Sixty-four percent of US consumers say they’re ‘often’ or ‘very often’ influenced by customer reviews during the journey to purchase, while 63% say the same for star ratings (Figure 1).

This does not surprise Kyle Rao, President and CEO of Secure Medical. As the company behind eDrugStore.com, they are fully aware that consumers need to see that people like them have used a service before, and rated it highly.

Kyle Rao quote

President and CEO, Secure Medical

Figure 1 - CEU

Figure 1

Ratings and reviews play an important role in influencing buying decisions across a wide range of categories, from electronics to travel, and property to auto rental. For every sector shown in Figure 2, at least half of consumers surveyed regard ratings and reviews as ‘useful’ or ‘very useful’.

Figure 2 - CEU

Figure 2

Advertisers should strive to understand how different touchpoints and channels work together to build trust and positively impact the decision-making process during the customer journey.

After customer ratings and reviews, the next most frequently visited touchpoints in influencing a buying decision are search engines, followed by ecommerce sites and social media (Figure 1). Given their usefulness and popularity, savvy marketers should think about how they can harness ratings and reviews across other channels, including both online and offline advertising, as well as across their own digital properties and email campaigns.

SuretyBonds.com is a good example of a financial services brand showcasing star ratings and customer reviews.

Example SuretyBonds

### The benefits of Trustpilot content through the funnel


Figure 3 - CEU

Figure 3

The trust engendered by adding Trustpilot stars and scores to digital advertising is not just good for brand image, it is also a core component in driving sales. Sixty-one percent of US consumers agree a good Trustpilot score makes them more likely to buy from a brand, including 26% who strongly agree (Figure 3). The propensity to buy something from a company is very closely linked to the level of trust in that brand. A very similar percentage of consumers (63%) agree that a good Trustpilot score makes them more likely to trust a brand (Figure 4).

Figure 4 - CEU

Figure 4

Brands are seeing this throughout the customer journey. For Octopus Energy Germany, a green energy supplier, adding its star rating is a way for it to build trust while also raising awareness at the top of the funnel.

Quote Melanie Schiller

Head of Brand Communication, Octopus Energy Germany

At fashion brand Bamigo, work is under way to add the Trustpilot logo, star rating and customer reviews to all its product pages because, as the company’s Marketing Manager Freek Rijken reveals, they are proving highly effective at the purchasing end of the funnel as well as the awareness stage. He believes this is because they convey to prospects how happy existing customers are with the quality of its products and service.

Quote Freek Rijken

Marketing Manager, Bamigo

## The impact of Trustpilot

### 1. Logo with star rating

We have seen that consumers say they’re more likely to trust and buy from a brand with a high Trustpilot rating. A key objective of our research was to understand the impact of different Trustpilot content elements, namely the logo and stars, TrustScore (out of five), number of reviews, and an actual quote from a customer.

As part of our proprietary research, consumers were shown a series of digital advertisements for a new cell phone plan, and asked which ads they would be most and least likely to click in order to buy.

Trustpilot star rating ads - CEU

Trustpilot star rating ads

The research found that an online advertisement with the Trustpilot logo and stars is 37% more persuasive than the same ad without them.

Another finding from the research was that consumers looking to buy something are two-and-a- half times more likely to click a Trustpilot co-branded ad with a five-star customer rating, high TrustScore, 3,000+ reviews, and a customer testimonial (compared with a baseline ad with no Trustpilot vs. branding).

As well as seeking to understand the overall impact of the full suite of Trustpilot content and the logo and stars on their own, we also wanted to explore the relative impact of different content components, namely the customer review, the TrustScore at different levels, and the volume of reviews.

Quote 2 Kyle Rao

### 2. Customer review

US consumers are 88% more likely to click through on a Trustpilot co-branded ad when it contains an authentic customer review.

Micael Saillen, CEO and Co-Founder at energy supplier Tate, has quantified adding a customer review as typically improving digital advertising clickthrough rates by 10% to 20%.

“People know brands say they are great in their adverts but when a company shows what people actually say about them, consumers know the advertiser is showing they have nothing to hide,” he says.


Example reviews in ads - CEU

Example customer reviews in ads

Quote Micael Saillen

CEO and Co-Founder, Tate

### 3. TrustScore

US consumers are 30% more likely to click through on a like-for-like Trustpilot co-branded ad when it specifies the high TrustScore behind the five-star rating. The ad with a 4.8 score performs 75% better than the ad with a 4.2 score.

Example ad trustscore - CEU

Example ad trustscore

### 4. Number of reviews

A Trustpilot five-star advert with a 4.8 score showing 500+ reviews is more than twice as compelling as an ad with no Trustpilot branding, according to our research.

example ads with number of reviews - CEU

Example ads with number of reviews

Mike Henderson is Chief Marketing Officer at SuretyBonds.com, which has a 4.9 TrustScore. He credits adding the number of Trustpilot reviews on the company’s digital advertising with delivering a 20% improvement in clickthrough rates.

Quote Mike Henderson

CMO, SuretyBonds.com

Our consumer research also shows that a Trustpilot five-star advert with 3,000+ reviews performs 10% better than the one with 500+ reviews.

According to Dan Cristo, Director of SEO Innovation at performance marketing agency Catalyst: “One of vs. our clients in the hospitality space has an average of 2,000 reviews on each property. These are real experiences customers volunteered to share with others simply because they wanted to tell their story. This desire to share experiences with others as a way to ‘pay it forward’ and help others in the community is a core part of how humans socialize.”

Quote Dan Cristo

Director of SEO Innovation, Catalyst

### 5. Impact on higher price

The research also found that a Trustpilot ad with five stars, TrustScore, 3,000+ reviews and a customer testimonial performs twice as well as the ad with no Trustpilot content, even when the price is 20% higher.

Example ads with higher price - CEU

Example ads with higher price

Adding all the possible elements of a Trustpilot rating — including logo, stars, score, number of reviews and a customer quote — is certainly paying dividends at fintech business PensionBee. Its Chief Marketing Officer, Jasper Martens, reveals the company puts all elements on its digital advertising which it credits with delivering a 15% rise in clickthrough rate.

“For us the Trustpilot logo and our score are a nudge to check us out,” he says. “The number of reviews is crucial in convincing people you’re providing a good service because if you have more than 5,000 people know it’s real, it’s very powerful. Ultimately, the customer voice is the main convincer, we believe, so customer reviews are essential.”

Quote Jasper Martens

CMO, PensionBee

If you're interested in sharing this report with others, why not download the free PDF version? It's quick and easy, just click the link below. 


### Authors

__Linus Gregoriadis – Director, London Research__

Linus is an experienced digital marketing analyst and business writer who co-founded London Research in 2017 as a sister company to Digital Doughnut, the world’s largest community of marketers and digital professionals, and also to Demand Exchange, an advanced B2B lead generation platform. He spent more than a decade setting up and building the research function at Econsultancy, a digital research and training company now owned by Centaur Media. After leaving Econsultancy, where he oversaw the production of hundreds of survey- based trends reports, buyers’ guides and best practice guides, he launched ClickZ Intelligence for B2B media company Contentive.

__Sean Hargrave – Journalist and business report writer__

Sean Hargrave is a journalist and business report writer covering media, advertising and marketing. He regularly writes for Digital Doughnut
and sister business, London Research. He also regularly writes for The Guardian, The Telegraph, and Wired on business and tech issues.

__We'd like to thank the following people for contributing to this report:__

- Kyle Rao, President and CEO, [eDrugstore.com](https://www.edrugstore.com/) / Secure Medical
- Melanie Schiller, Head of Brand Communication, [Octopus Energy Germany](https://www.octopusenergy.de/)
- Freek Rijken, Marketing Manager, [Bamigo](https://bamigo.com/)
- Micael Saillen, CEO and Co-Founder, [Tate](https://tate.it/)
- Mike Henderson, CMO, [SuretyBonds.com](https://www.suretybonds.com/)
- Dan Cristo, Director of SEO Innovation, [Catalyst](https://www.catalystdigital.com/)
- Jasper Martens, CMO, [PensionBee](https://www.pensionbee.com/)

### About London Research

London Research, set up by former Econsultancy research director Linus Gregoriadis, is focused on producing research-based content for B2B audiences. We are based in London, but our approach and outlook are very much international. We work predominantly, but not exclusively, with marketing technology (martech) vendors and agencies seeking
to tell a compelling story based on robust research and insightful data points.

As part of Communitize Ltd, we work closely with our sister companies Digital Doughnut (a global community of more than 1.5 million marketers) and Demand Exchange (a lead generation platform), both to syndicate our research and generate high-quality leads.

[Find out more about London Research](https://www.londonresearch.com/).

### Methodology

London Research was commissioned by Trustpilot to carry out a survey of 1,000 US consumers in September 2021. The nationally- representative survey included questions about sources of information and touchpoints used during the buying process, and also questions specifically about Trustpilot. A third (33%) of respondents said they were aware of Trustpilot customer ratings and reviews.

A survey-based research technique called MaxDiff was used to quantify consumer preferences when respondents were shown different combinations from a series of 10 different advertisements. Survey respondents were asked which online ads for a new cell phone plan they would be most and least likely to click in order to buy. The Appendix shows the 10 different ads shown to consumers, and the full results for the MaxDiff analysis (with relative levels of engagement expressed as percentages). The same research was carried out in the US, UK, Netherlands, Germany and Italy (5,000 consumers in total).

La valeur des notes et avis clients dans les publicités en Europe

cover-1880x1057

Local research report cover

Quel rôle jouent les avis en ligne dans les habitudes de consommation des Français et dans quelle mesure ils représentent un gage unique de confiance aux yeux des consommateurs

L’__e-commerce français __a généré plus de __100 milliards d’euros__ de chiffres d’affaires en 2019, et l'on estime que près de 9 internautes sur 10, soit __38,8 millions de Français, font aujourd’hui des achats en ligne__.

Mais comment les consommateurs peuvent-ils s’y retrouver face à une offre toujours plus diverse et variée sur le web ? Lisez notre rapport conçu sur la base de  1 005 entretiens menés auprès de Français. Vous y découvrirez :

- La confiance accordée par les consommateurs aux entreprises qui commettent des erreurs ;
- À qui les gens font le plus confiance avant d’acheter un produit ou un service ;
- À quelle fréquence les consommateurs lisent des avis en ligne ;
- Quels sont les facteurs les plus importants dans la décision d’achat.


Vous pouvez maintenant [télécharger notre rapport en cliquant ici](https://f.hubspotusercontent10.net/hubfs/2749863/CEU%20Demand%20Generation/CEU%20HERO%20AND%20LOCAL%20CONTENT/Local%20content%20/FR-Consumer-Research-Report.pdf "FR Consumer research report")

Local research report thumbnail

Données exclusives – Comment les avis en ligne jouent un rôle clé dans les achats en ligne des Français

Truspilot 5 trends that will define the future of fashion

Trustpilot 5 trends that will define the future of fashion

Une enquête réalisée par London Research et Trustpilot a montré que les amateurs de mode sont plus prudents en matière de dépenses cette année, et qu'ils ont entièrement conscience de la nécessité d'acheter auprès de marques éthiques et durables.

La dernière enquête internationale réalisée par [London Research](https://www.londonresearch.com/) et Trustpilot a montré que non seulement les amateurs de mode sont plus prudents en matière de dépenses cette année, mais qu'ils sont aussi extrêmement conscients de la nécessité d'acheter des articles auprès de marques de mode et de détaillants affichant des normes éthiques et durables.

Ces résultats ouvrent des opportunités à tous les acteurs de l'industrie de la mode pour convaincre les consommateurs qui recherchent spécifiquement des entreprises respectueuses des employés de leurs chaînes d'approvisionnement, mais aussi de l'environnement.

Si vous voulez marquer des points auprès des acheteurs d'aujourd'hui, vous devez savoir ce que les consommateurs recherchent lorsqu'ils choisissent des marques durables et éthiques. Trustpilot s'est renseignée et présente ci-dessous les résultats de son enquête.

### Cinq tendances déterminantes pour l'avenir des marques de mode

__1. Quatre clients sur cinq sont influencés par des valeurs éthiques__

La taille et la coupe ne sont pas les seuls aspects à prendre en considération. Les marques de mode et les détaillants doivent être conscients que la protection des travailleurs tout au long de la chaîne d'approvisionnement et le respect de l'environnement font désormais partie intégrante des décisions d'achat d'un client.

Plus de quatre clients sur cinq (82 %) déclarent qu'ils n'achèteraient certainement (31 %) ou probablement (51 %) plus auprès de marques qui ne sont pas assez responsables sur le plan éthique.

__2. Les acheteurs surveillent leurs dépenses__

La récession imminente déclenchée par la pandémie mondiale est en train de modifier les habitudes de consommation du secteur de la mode. Un peu moins des trois quarts des consommateurs (72 %) y consacrent moins ou autant d'argent qu'auparavant.

Comme de nombreuses personnes travaillent de chez elles, la catégorie où le pourcentage de consommateurs qui ont augmenté leurs dépenses est le plus élevé (21 %) est celle des vêtements décontractés. Cette proportion est presque deux fois plus élevée que celle des personnes qui achètent des vêtements élégants ou des articles de luxe.

__3. Les acheteurs font confiance aux avis et à leurs pairs__

Les consommateurs recherchent des marques et des détaillants qui adoptent une stratégie éthique et durable.

Pour comprendre quelles marques répondent à ces critères, ils puisent dans de nombreuses sources, mais ils se font surtout confiance entre eux : 89 % des consommateurs ont exprimé un niveau de confiance élevé ou modéré dans le bouche-à-oreille, et 85 % d'entre eux dans les notes et avis.

Le taux de confiance accordé au bouche-à-oreille et aux avis est deux à trois fois plus élevé que vis-à-vis d'autres sources telles que les magazines, la publicité et les sites web des marques. Les influenceurs célèbres, en revanche, sont la source la moins fiable aux yeux des consommateurs. Les gens sont trois fois plus susceptibles de faire confiance aux notes et avis qu'à une personnalité qui vante les mérites d'un article sur les réseaux sociaux.

__4. Les consommateurs agissent selon le bilan éthique d'une marque__

Selon l'étude, il est grand temps que les marques prennent immédiatement position sur les questions éthiques. D'ailleurs le comportement d'achat des consommateurs est déjà lié à leurs convictions et leur sens moral. Plus de la moitié (54 %) d'entre eux déclarent que l'engagement des marques sur les conditions de travail et les politiques de durabilité a joué un rôle clé pour les pousser à acheter (ou à ne pas acheter) des articles de mode.

Presque autant de consommateurs (41 %) ont été influencés par l'engagement des détaillants sur les politiques de diversité et d'inclusion, et 33 % par une marque soi-disant éthique mais qui ne prenait aucune mesure vraiment efficace (« slacktivism »).

Étant donné que les consommateurs font trois fois plus confiance au bouche-à-oreille et deux fois plus aux avis clients qu'aux médias, les marques doivent communiquer clairement sur la manière dont leurs stratégies éthiques et environnementales peuvent répondre aux préoccupations des acheteurs d'aujourd'hui. Leur engagement aura ainsi plus de chances d'être mentionné dans les échanges entre les clients et dans les avis.

__5. Les marques peuvent s'aligner sur les désirs des consommateurs en termes d'éthique et de durabilité__

Les clients ont été clairs sur ce qu'ils attendaient des marques de mode et des détaillants. En premier lieu, qu'ils s'engagent à assurer de bonnes conditions de travail tout au long de la chaîne d'approvisionnement et à utiliser des emballages respectueux de l'environnement (46 % chacun). Le service de recyclage (41 %) arrive juste après, en troisième position.

Vous souhaitez en savoir plus ? Continuez votre lecture !

## Introduction - Pour les consommateurs avertis, les valeurs comptent plus que les rabais

L'état d'esprit et le comportement des consommateurs qui achètent des vêtements est en train de changer radicalement, et les effets de cette évolution vont lourdement impacter les marques de mode et les détaillants.

Le confinement national et local imposé à la suite de la pandémie de coronavirus a accéléré ce bouleversement de mentalité en faveur d'une plus grande attention aux autres et à l'environnement. Quelles valeurs morales et éthiques les gens attendent-ils des marques dont ils achètent les produits ? Voici la question que de plus en plus de consommateurs se posent.

C'est pourquoi London Research et Trustpilot ont demandé à des acheteurs de mode au Royaume-Uni, aux États-Unis, en France, aux Pays-Bas, en Italie et en Suède d'indiquer l'importance des valeurs d'une marque sur des questions telles que la durabilité, les conditions de travail et la diversité. Selon vous, quels principes fondamentaux les marques de mode et les détaillants devraient-ils adopter ?

Et tout aussi important, comment les acheteurs peuvent-ils être sûrs que les marques et les détaillants sont réellement engagés dans ces domaines, et sur qui peuvent-ils compter pour en avoir la confirmation ?

### La durabilité avant les rabais

[Une étude de McKinsey](https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion) a déjà montré que le confinement a forcé les consommateurs à modifier leurs priorités (disponible en anglais). Les acheteurs veulent que les marques protègent l'environnement et le bien-être de leurs employés et travailleurs tout au long de la chaîne d'approvisionnement, avant de penser aux promotions ou rabais qu'elles pourraient proposer.

Cela indique un changement significatif dans les priorités des consommateurs, selon la journaliste de mode Olivia Pinnock. Avec The Fashion Debates, elle a lancé une série d'événements au cours desquels les entreprises du secteur peuvent échanger sur les défis qui les attendent, elles qui ont encore beaucoup de progrès à faire pour améliorer leurs conditions de travail et leur durabilité.
« Après les scandales des années 80 et 90, la question semblait avoir été jetée aux oubliettes », poursuit-elle.

« Nous avons maintenant affaire à une génération clairement consciente que d'un point de vue éthique, nous ne pouvons plus acheter un t-shirt à 5 euros en sachant qu'il y a tant de personnes à payer équitablement dans les chaînes d'approvisionnement. De nombreux dirigeants font également pression pour un réel changement : ils sont choqués par les conditions du secteur et ils ne veulent plus en être les complices. »

Pinnock estime que les efforts de changement sont sincères, mais qu'ils ne peuvent être réalisés que si l'attitude des acheteurs évolue aussi de son côté. Il y a toutefois deux défis majeurs à relever : « "La mode rapide" (fast fashion) fait des économies sur les droits des travailleurs et le respect de l'environnement, ce qui nous a habitués à des vêtements bon marché », explique-t-elle.

« Nous avons donc perdu la notion des prix. Et puis il y a la question de la disponibilité. En temps normal (hors pandémie), les gens achètent la majorité des vêtements dans des magasins physiques, et seules les grandes chaînes de magasins extrêmement compétitives peuvent se permettre d'ouvrir un magasin dans chaque ville. »

### Les consommateurs surveillent de près leurs dépenses

Il n'est pas surprenant qu'en pleine pandémie mondiale, la plupart des personnes interrogées dépensent moins qu'avant en articles de mode. La plupart des gens s'en tiennent à leurs dépenses habituelles ou font des économies.
En moyenne, 28 % des personnes interrogées déclarent qu'elles achètent plus qu'auparavant. Exactement un quart (25 %) d'entre elles dépensent autant qu'avant, et près de la moitié (47 %) révèlent qu'elles ont réduit leurs dépenses (graphique n°1).

FR figure 1 Fashion report

FR figure 1 fashion report

Comme le montre le graphique n°2, c'est principalement dans la catégorie des vêtements décontractés que les consommateurs dépensent actuellement le plus (21 % d'entre eux) - soit près du double de ceux qui ont augmenté leurs dépenses en articles de luxe (11 %), et nettement plus que la proportion de consommateurs qui investissent davantage dans des vêtements élégants (13 %).

Dans tous les marchés étudiés, les consommateurs touchés par le confinement et les mesures de distanciation sociale ont clairement privilégié les dépenses en vêtements confortables par rapport aux tenues habillées pour le bureau ou aux articles de luxe réservés aux soirées à l'extérieur.

FR figure 2 fashion report

- __Les consommateurs américains sont plus susceptibles d'augmenter leurs dépenses en vêtements décontractés (28 %), chaussures (20 %), mode élégante (20 %) et produits de luxe (15%) que les consommateurs des autres pays étudiés.__

- __Alors que le Royaume-Uni se prépare à connaître la pire récession économique de son histoire, il est en tête du peloton des acheteurs prudents. Un peu plus d'un cinquième des Britanniques (22 %) révèlent qu'ils ont réduit leurs dépenses de mode de plus de la moitié.__

### Plus prudents ? Ou plus réfléchis ?

Les consommateurs limitent clairement leurs dépenses dans le domaine de la mode. On comprendra mieux s'il s'agit d'une décision économique ou environnementale lorsque la situation se sera stabilisée et que la récession mondiale causée par la pandémie se sera atténuée.

La réduction de la consommation est ce qu'Olivia Pinnock appelle « l'éléphant dans la pièce ». Selon elle, les consommateurs d'aujourd'hui se rendront bientôt compte qu'ils ne doivent pas seulement se tenir informés des labels de commerce équitable et des normes éthiques et environnementales des marques, mais aussi acheter moins de vêtements par principe.

Ce message est repris par Laurel Wolfe, VP Marketing de la plateforme de paiement différé [Klarna](https://www.klarna.com/fr/).

« La pandémie nous a fait réfléchir au "comment, où et pourquoi" nous faisons nos achats - que ce soit en ligne ou en magasin, ou avec des marques locales plus petites », déclare-t-elle.

« Pour nous, cela signifie aider les gens à être des consommateurs responsables et s'assurer qu'ils achètent des articles qu'ils utiliseront et aimeront vraiment. Nous avons mené des campagnes, en particulier auprès des influenceurs, en nous appuyant sur les conseils de gestion du capital que nous proposons sur notre site web et en encourageant les consommateurs à se "poser trois questions" avant d'acheter un produit : est-ce qu'il me plaît, est-ce que je vais l'utiliser, est-ce qu'il en vaut la peine ? »

Le message souligne que le marché, plus attentif à la façon dont les travailleurs de la chaîne d'approvisionnement sont traités et à l'impact du secteur sur l'environnement, est en train de revenir à ce qu'il était avant l'avènement de la « mode rapide » (fast fashion).

## Les gens font confiance aux notes et aux autres consommateurs, pas aux célébrités ni aux magazines

Face à l'incertitude massive qui plane sur l'économie mondiale, les gens font plus attention à leurs dépenses. En période de restrictions budgétaires, ils veulent s'assurer d'acheter des articles qui leur conviennent. Et on ne parle pas du style, de la taille et du prix.

Comme le montre notre enquête, les clients sont attirés par les marques qui partagent leurs valeurs éthiques, qui respectent leurs employés et prennent soin de notre planète. L'éthique, la durabilité et la protection de l'environnement jouent un rôle important dans les décisions d'achat. Alors à qui les gens font-ils confiance lorsqu'ils ont besoin de conseils pour leurs achats ?

L'enquête donne une réponse claire : les consommateurs se font confiance entre eux. Les recommandations des amis et de la famille sont celles qui inspirent le plus confiance - 44 % des répondants estiment que leur niveau de confiance en ces sources est « élevé ». Les notes et avis des autres consommateurs (36 %) suivent de près, en deuxième position (graphique n°3).

FR figure 3 fashion report

Dans l'ensemble, la confiance dans le bouche-à-oreille est très élevée ou modérément élevée pour 89 % des consommateurs, contre 85 % pour les notes et avis.

On fait deux ou trois fois plus confiance à ces deux catégories qu'à d'autres sources d'information de référence sur la mode telles que les magazines, la publicité et les réseaux sociaux.

L'industrie de la mode est riche en designers, mannequins et célébrités dont les choix vestimentaires sont décortiqués quotidiennement par les médias. Mais l'une des principales conclusions de notre recherche est qu'un peu moins de deux consommateurs sur trois (63 %) ne considèrent pas les influenceurs célèbres comme des sources d'information sérieuses.

Les résultats du sondage ne pourraient être plus clairs : les consommateurs veulent faire les bons choix lorsqu'ils achètent des articles de mode - en termes de coupe, de prix, de style, mais aussi de durabilité et d'éthique. Ils font bien plus confiance aux conseils ou aux avis de consommateurs qu'aux réseaux sociaux et à la publicité, dans lesquels les marques investissent une fortune pour sortir du lot.

Le site web de la Savile Row Company affiche sa note en étoile Trustpilot. Notre enquête a révélé que les notes et avis ainsi que le bouche-à-oreille sont parmi les sources d'information les plus fiables aux yeux des consommateurs.

The Savile Row
Company website,
displaying the
company's Trustpilot
rating. This research
shows that ratings
and reviews,
along with word of
mouth, are the most
trusted sources of
information.

The Savile Row Company website, displaying the company's Trustpilot rating. This research shows that ratings and reviews, along with word of mouth, are the most trusted sources of information.

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La valeur des notes et avis clients dans les publicités en Europe

Données exclusives – Comment les avis en ligne jouent un rôle clé dans les achats en ligne des Français

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