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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")

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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.

- __Les États-Unis et l'Italie se distinguent comme les marchés où les gens considèrent les avis comme étant la source la plus fiable (43 % des consommateurs).__

- __En Suède et aux Pays-Bas, près de la moitié des consommateurs (respectivement 49 % et 48 %) font le plus confiance au bouche-à-oreille.__

## La fidélité clients repose sur l'éthique

Nous avons tous besoin de vêtements, et nous avons plus de chances d'acheter un article s'il correspond à notre style et à notre budget. Pourtant, le style et le prix sont de plus en plus souvent associés à un nouveau critère : les clients veulent savoir si une entreprise partage les mêmes valeurs qu'eux.

Nous sommes de plus en plus nombreux à vouloir être certains que les entreprises sont gérées de manière éthique et qu'elles font tout leur possible pour traiter leurs employés avec respect, les rémunérer de manière équitable, sans oublier de porter attention à la durabilité.

L'une des principales conclusions de cette enquête est que plus de quatre personnes sur cinq (82 %) déclarent qu'elles n'achèteraient « certainement » (31 %) ou « probablement » (51 %) plus auprès de marques qui ne sont pas assez responsables sur le plan éthique (graphique n°4).

FR figure 4 fashion report

Ce constat devrait servir d'avertissement aux marques qui n'ont pas encore placé l'éthique au cœur de leur stratégie d'entreprise. Alors que près d'un tiers d'entre eux mettraient un terme à leurs activités sans hésiter si des pratiques non éthiques étaient découvertes au sein de l'entreprise ou, plus largement, de la chaîne d'approvisionnement, la moitié du secteur prendrait le temps d'y réfléchir.

On ne parle pas d'un scénario hypothétique. À une marque de mode qui se demande si une mauvaise publicité sur son éthique et ses engagements peut lui faire perdre des clients, nous répondons par un grand oui.

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 (graphique n°5). 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 prend en réalité aucune mesure vraiment efficace (« slacktivism »).

FR figure 5 fashion report

Sophie Slater, co-fondatrice de [Birdsong](https://birdsong.london/), un label en ligne spécialisé dans la mode éthique pour femmes, n'est pas surprise par ces résultats. Les travailleurs de l'entreprise basée à Londres touchent le « London Living Wage », un salaire plus élevé que le salaire minimum national, pour produire des vêtements en coton biologique fabriqués par une organisation caritative qui soutient les adultes souffrant de troubles de l'apprentissage. Pour protéger le personnel de la Covid-19, il a fallu suspendre la production et compter sur la patience des clients qui ont fait face à des retards de livraison. Mais la mode éthique n'est pas une mode rapide.

« Ces dernières années, nous avons entendu les entreprises du secteur de la mode parler de durabilité. Mais en 2020, l'éthique a pris une place encore bien plus importante qu'avant dans l'esprit des gens », explique-t-elle.

« Les gens ont pris conscience des conditions de travail déplorables des employés des usines textiles de Leicester, au Royaume-Uni, par des marques connues... Il y a eu beaucoup de mauvaise publicité sur la mode rapide. Nous comptons sur la bonne presse et les réseaux sociaux pour faire passer notre message à tous ceux qui considèrent l'inclusion sociale et le traitement éthique des travailleurs comme des causes importantes ; ils n'hésiteront pas à payer un peu plus pour des vêtements fabriqués par des personnes qui vont bénéficier du London Living Wage. »

- __L'Italie compte de loin le plus grand nombre de clients qui prennent leurs décisions en fonction de la couverture médiatique de la marque. Plus de trois personnes sur quatre y ont été influencées par des articles sur l'éthique (79 %) et les conditions de travail (77 %) d'une marque. Cela peut être dû au fait que le pays est le plus grand producteur de vêtements de l'UE, ce qui signifie que les acheteurs italiens sont beaucoup plus sensibles aux facteurs de durabilité environnementale et aux conditions de travail.__

## Confiance : prendre soin des travailleurs et de la nature pour regagner le cœur des personnes « modérément confiantes »

La bonne nouvelle pour l'ensemble du secteur est que plus d'un quart des consommateurs (28 %) ont un niveau de confiance « très » (9 %) ou « assez » (19 %) élevé envers les marques et les détaillants de mode en matière de normes éthiques (graphique n°6).

À l'inverse, un quart du marché (26 %) a « très » (7 %) ou « assez » peu (19 %) confiance en ces mêmes entités. Près de la moitié des consommateurs (46 %) restent quant à eux indécis, et n'ont que modérément confiance dans le secteur.

FR figure 6 fashion report

Avec un quart du marché qui fait confiance au secteur et un autre quart très méfiant, le véritable défi du monde de la monde consiste à conquérir l'autre moitié des consommateurs qui reste quant à elle plutôt neutre.

De plus, comme quatre répondants sur cinq ont affirmé être prêts à abandonner les marques qui ne respectent pas leurs travailleurs ou l'environnement, ces dernières ont intérêt à convaincre ceux qui leur font modérément confiance qu'elles s'engagent sincèrement à bien traiter leurs travailleurs et à prendre soin de la planète.

Respectueuse de l'environnement, la marque de mode [SANVT](https://sanvt.com/) (ou « douce envers la nature » en allemand) s'appuie sur plusieurs stratégies innovantes pour renforcer la confiance des consommateurs. Benjamin Heyd, Head of Marketing et co-fondateur de la marque, déclare que l'entreprise s'engage à travailler avec des fournisseurs qui utilisent du coton bio et dont le processus de teinture ne comprend pas de substances toxiques. Pour bien faire passer le message, la marque adopte une approche qui sort de l'ordinaire en matière de transparence et de promotions.

« Nous limitons notre impact environnemental à un faible niveau tout en maintenant des normes éthiques de haute qualité en faisant appel à une usine de l'UE basée au Portugal », déclare Benjamin Heyd.

« Nous offrons une visite virtuelle de cette usine afin de permettre aux gens de constater par eux-mêmes les normes de qualité qui nous sont chères. De plus, nous ne proposons pas de promotions à but commercial : lorsque nos clients achètent des articles en promotion, ils ont tout simplement la possibilité de planter plus d'arbres dans le cadre de notre programme de compensation des émissions de CO2. Je ne pense pas que la durabilité des marques soit aujourd'hui le facteur le plus important dans le choix d'une marque par un consommateur, contrairement au style et à la coupe du vêtement. Cependant, ce moment arrivera sans doute dans le futur, et les marques devront bientôt être capables de montrer aux consommateurs qu'elles sont respectueuses de l'environnement et portent des valeurs éthiques. »

- __La Suède et les Pays-Bas sont les marchés dont la perception des marques et des détaillants de mode est la plus négative. Sur chaque marché, seuls 4 % des consommateurs leur font largement confiance. La France suit de près, avec un niveau de confiance très élevé de seulement 5 %.__

- __Les États-Unis sont le pays qui connaît le plus haut niveau de confiance « très élevé » dans les marques et les détaillants de mode avec 14 % des consommateurs, suivis de près par un niveau de confiance « assez élevé » à 20 %.__

- __L'Italie est globalement le pays qui fait le plus confiance au monde de la mode, avec plus d'un tiers (39 %) des consommateurs dont le niveau de confiance est « très » (8 %) ou « assez » (31 %) élevé.__

## Les consommateurs ont besoin de marques de mode éthiques et durables

Il ne fait aucun doute que les consommateurs de mode d'aujourd'hui recherchent bien plus que des articles en adéquation avec leur style. Pour être plus précis, ils mettent un point d'honneur à éviter les marques qui ne respectent pas les principes éthiques et durables. Ils attendent aussi des marques qu'elles adhèrent aux valeurs de la diversité et de l'inclusion.

Mais concrètement, qu'est-ce que cela implique ? Quels sont les stratégies, les engagements et les services que les consommateurs d'aujourd'hui attendent des marques et des détaillants de mode ? Selon eux, quels sont les trois aspects principaux qui prouvent qu'une entreprise s'implique concrètement dans ces enjeux sociaux et environnementaux ?

La première place revient ex aequo à assurer de bonnes conditions de travail sur toute la chaîne d'approvisionnement (46 %) et aux emballages respectueux de l'environnement (également 46 %) pour près de la moitié des répondants. Le service de recyclage arrive quant à lui en troisième position (41 %), tandis que les vêtements fabriqués à partir de matériaux recyclés et les initiatives visant à réduire l'impact carbone complètent la liste avec respectivement 38 % et 36 % (graphique n°7).

Remarque (méthodologie) : les répondants ont pu sélectionner jusqu'à trois réponses.

FR figure 7 fashion report

Pour la marque de vêtements pour hommes [The Savile Row Company](https://savilerowco.com/), il n'y a rien de surprenant à ce que les valeurs éthiques et les emballages respectueux de l'environnement se trouvent en tête du classement.

Lee-Ann Harris, Marketing Director, explique que l'entreprise a remplacé le plastique par des sacs biodégradables fabriqués à partir de fécule de pomme de terre, et par des baleines en papier pour maintenir les épaules et les cols de chemises.

« D'après les données que nous tirons des avis Trustpilot, les consommateurs sont contents lorsqu'ils reçoivent leur commande emballée dans du papier recyclable et un sac biodégradable », indique-t-elle.

« Nous n'avons pas fait d'enquête préalable auprès des clients ; cette décision nous est venue naturellement parce que c'est une philosophie de vie qui nous correspond, et nous pensons la partager avec nos clients. La vraie question était plutôt : pourquoi pas ? C'est le minimum que nous puissions faire. »

The Savile Row Company a remplacé son emballage plastique (à gauche) par un sac en papier recyclable (à droite).

The Savile Row Company has replaced plastic packaging (left) with a recyclable paper bag (right).

Toutefois, malgré l'augmentation des avis positifs, Lee-Ann Harris confirme que les emballages recyclables sont appréciés par les clients mais qu'ils ne les considèrent pas comme une norme. Cependant, elle estime que ce n'est qu'une question de temps avant que les clients « demandent aux entreprises de mode de rendre compte de l'énorme quantité de déchets plastiques qu'elles produisent ». Elles doivent donc s'y préparer dès aujourd'hui.

- __Par rapport aux clients européens, les acheteurs américains ont des critères très différents en tête du top 5 des valeurs les plus importantes que les marques de mode et les détaillants devraient idéalement incarner. Il s'agit notamment de la collaboration avec des organisations caritatives (35 %), d'une gamme de produits inclusifs (27 %), de la diversité dans la publicité (26 %) et d'une position claire sur les questions sociales (24 %).__

- __Ces attentes peuvent être le résultat des profondes questions de société auxquelles les Américains ont été confrontés cette année, qui a vu le mouvement Black Lives Matter (BLM) gagner massivement du terrain non seulement au niveau national, mais aussi au niveau mondial. Le soutien envers les marques qui prennent position sur les enjeux sociaux, notamment le mouvement BLM, est plus de deux fois plus élevé aux États-Unis que dans les autres pays sondés (excepté pour l'Italie).__

## Comment les marques peuvent incarner des valeurs éthiques et durables

Ils connaissent leur taille ainsi que leur style, et savent bien ce qu'ils attendent des marques et des détaillants de mode. Mais quels sont les signes que les consommateurs recherchent pour savoir si une marque partage leurs valeurs, à savoir traiter ses employés et l'environnement avec dignité et attention ?

Le défi pour les entreprises repose sur le fait que les consommateurs ne recherchent pas une caractéristique singulière, qui se démarquerait des autres. Au lieu de cela, il existe quatre signes de confiance clés qui comptent pour un peu plus de la moitié (58 % et 59 % deux fois chacun) des acheteurs de mode (graphique n°8).

Les répondants ont indiqué qu'ils accordent presque autant d'importance aux valeurs et politiques de transparence, aux labels et certifications de commerce équitable et aux avis, tant sur le site web de la marque que sur un site indépendant.

FR figure 8 fashion report

Ces quatre domaines sont au cœur des priorités du distributeur de marques de luxe en ligne [FARFETCH](https://www.farfetch.com/fr/shopping/women/items.aspx). Thomas Berry, Director of Sustainable Business, explique que la marque aide non seulement les consommateurs à faire des achats plus éthiques et durables, mais qu'elle a également mis en place un système de revente pour prolonger la durée de vie des articles.

« Dans le cadre de notre initiative Positively FARFETCH, les consommateurs peuvent faire des achats au sein de notre vaste collection Conscious. Grâce à des filtres ou à nos gammes dédiées, ils vont s'assurer d'obtenir des articles qui respectent des normes et des certifications indépendantes de qualité en matière de durabilité », déclare-t-il.

« Nous proposons également deux services qui aident nos clients à donner une nouvelle vie aux vêtements qu'ils n'utilisent plus. FARFETCH Second Life est un service de revente où les consommateurs peuvent envoyer de vieux sacs à main. Ils font une demande de devis pour leur sac, reçoivent leur devis, programment un créneau de collecte et, une fois l'article examiné, le prix proposé est crédité sur leur compte FARFETCH.

Notre deuxième service FARFETCH Donate suit le même principe : le client remplit un sac avec les articles de mode qu'il ne veut plus garder ; les articles sont ensuite vendus, et une partie des bénéfices de la vente reviennent à l'organisation caritative de son choix. Le client en récupère le tiers sous forme de crédit FARFETCH. Ces deux services permettent à une personne tierce de profiter des articles, et toutes les parties contribuent à aider l'environnement en réduisant la consommation d'articles "neufs" dans son ensemble. »

Rien de surprenant au fait que les consommateurs cherchent désormais à prendre des décisions d'achat plus durables et éthiques : Thomas Berry déclare en effet que les chiffres de vente de la gamme Conscious augmentent beaucoup plus vite que ceux des autres produits du site web. Il estime aussi que les ventes de vêtements neufs dans le secteur de la mode ne dépasseront pas 3 %, tandis que la croissance générée par la revente de vêtements d'occasion sera comprise entre 15 et 30 %.

## Conclusion

Le style, la matière, le design et le prix seront probablement toujours les critères les plus importants lors de l'achat de vêtements. Les consommateurs ont malgré tout de plus en plus tendance à choisir les marques et les détaillants de mode en fonction de leurs convictions durables et éthiques.

Cela devait arriver. Mais il semble que la pandémie mondiale a poussé les consommateurs à faire le point sur ce qui est vraiment important pour eux et à valoriser les marques qui traitent leurs travailleurs et l'environnement avec respect.

Une étude menée par l'université de Cardiff a par exemple montré que le nombre de Britanniques qui pensent qu'il est urgent de s'attaquer au changement climatique est passé de 62 à 74 % entre août 2019 et août 2020. De plus, près de la moitié de la population du Royaume-Uni (47 %) déclare qu'elle s'engagera à moins prendre l'avion qu'avant une fois les restrictions levées. Aux États-Unis, les médias ont rapporté que la chute de 30 % de la pollution de l'air était due à une diminution des déplacements quotidiens liés au travail.

Ce sont des sujets qui doivent trouver un écho chez les marques de mode et les détaillants, d'autant que quatre consommateurs sur cinq affirment qu'ils n'achèteraient pas auprès d'une marque dont les valeurs éthiques et durables laissent à désirer. D'où le fait que la moitié des consommateurs ont déjà affirmé avoir évité les entreprises de mode dont la réputation faisait état d'un bilan éthique et durable médiocre.

__Les consommateurs ont les idées claires. Voici ce qu'ils attendent d'une marque :__

- Traitement décent de leurs travailleurs sur toute la chaîne d'approvisionnement
- Production de vêtements respectueuse de l'environnement
- Utilisation d'emballages recyclables
- Offre de programmes de recyclage qui prolongent la durée de vie des vêtements
- Initiatives visant à réduire les émissions de CO2
- Transparence

Ce sont les mesures concrètes que les marques et détaillants de mode doivent adopter pour gagner la moitié du marché qui ne leur fait actuellement que modérément confiance, ainsi que le quart des consommateurs qui ne leur font pas du tout confiance.

Le monde de la mode ne doit pas oublier qu'en matière de confiance, les acheteurs font grandement confiance aux conseils de leurs pairs ainsi qu'aux avis en ligne. En effet, ils ont deux à trois fois plus confiance en eux qu'en les articles de magazines de luxe, les réseaux sociaux et la publicité. Et les influenceurs célèbres sont la source la moins fiable sur laquelle le marketing de mode peut compter.

Le message est clair. Les consommateurs veulent une mode durable et éthique, et ils accordent leur confiance aux marques qui s'alignent sur ces valeurs via le bouche-à-oreille et les avis en ligne, non les médias - et encore moins les influenceurs qui vantent les mérites d'un produit moyennant paiement.

### Méthodologie

Trustpilot a demandé à London Research de sonder 2 800 consommateurs types au niveau national en septembre 2020 au Royaume-Uni (n = 1 000), en France (n = 200), aux Pays-Bas (n = 200), en Italie (n = 200) et en Suède (n = 200).

L'étude a été menée à partir d'un panel de recherche sur Toluna. Pour la création de ce rapport, London Research a également réalisé une série d'entretiens.

### Remerciements

London Research et Trustpilot souhaitent remercier les personnes suivantes pour leur aide précieuse lors de la rédaction de ce rapport :

- Thomas Berry, Global Director of Sustainable Business, FARFETCH
- Lee-Anne Harris, Marketing Director, The Savile Row Company
- Benjamin Heyd, Head of Marketing et co-fondateur, SANVT
- Olivia Pinnock, journaliste de mode et créatrice du site The Fashion Debates
- Sophie Slater, co-fondatrice, Birdsong
- Laurel Wolfe, VP Marketing, Klarna

Pourquoi l'avenir appartient à la mode éthique

The complete guide to marketing with customer reviews: 2021 update

Trustpilot's complete guide to reviews

Découvrez comment exploiter les avis clients pour améliorer votre stratégie marketing et construire une marque de confiance. Ce guide contient 15 conseils pratiques pour booster le trafic sur votre site web et augmenter les ventes de votre entreprise.

Mes décisions d’achat reposent sur les avis clients. Les vôtres aussi.

Nous avons tous confiance dans les avis clients.

En réalité, le [comportement des consommateurs](https://fr.business.trustpilot.com/reviews/learn-from-customers/le-comportement-des-consommateurs-a-lere-du-coronavirus-tendances-mondiales) a beaucoup évolué. Les acheteurs du monde entier comptent aujourd’hui sur les avis laissés par leurs pairs pour trouver des informations récentes et précises sur les entreprises qui les intéressent.

Alors si vous vous demandez comment tirer parti au maximum des avis en ligne, souvenez-vous qu’ils vous apporteront bien plus qu’un simple *feedback* sur les produits et services de votre entreprise.

En effet, les avis clients constituent un moyen efficace de renforcer la confiance en votre marque et de mesurer votre ROI. Ils vous permettent d’augmenter le trafic sur votre site web et de décupler vos ventes et votre chiffre d’affaires.

Dans ce guide pratique, nous vous expliquons concrètement comment améliorer les résultats de votre entreprise en exploitant vos avis clients dans l’ensemble de votre stratégie marketing.

Si le monde des avis ne vous est pas familier, vous allez découvrir dans une brève introduction comment ils boostent la croissance des entreprises.

## Pourquoi toutes les entreprises ont besoin d’avis et de témoignages clients 
Sans plus attendre, voici à quoi ressemble le cercle vertueux de la collecte d’avis. 

### 1. Collectez des avis et répondez-y pour construire la confiance en votre marque.

Grâce aux avis clients, toutes les personnes qui connaissent votre marque ont la possibilité de dire publiquement pourquoi elles aiment vos produits, vos services et l’[expérience client](https://fr.business.trustpilot.com/reviews/learn-from-customers/5-raisons-qui-prouvent-que-lexperience-client-est-desormais-la-cle-du-succes-des) que vous proposez. Afficher des avis visibles par tous envoie un signal de confiance à vos prospects : ils peuvent faire affaire avec vous en toute sécurité.

Une fois que vous avez collecté des avis sur votre entreprise, passez à la deuxième étape.

### 2. Attirez de nouveaux clients grâce aux avis, notes et témoignages clients dans votre stratégie marketing.

Vous devez absolument mettre en avant vos avis clients et la confiance qu’inspire votre marque pour quantifier votre ROI.

Vous rêvez que les gens cliquent sur votre entreprise dans les résultats de recherche ? Vous cherchez à augmenter le trafic sur vos pages grâce à vos e-mails ou vos publicités ? Ou bien vous souhaitez convertir plus de visiteurs en acheteurs ? Les avis, les notes en étoile et les témoignages clients incarnent une [preuve sociale](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) hors pair qui peut vous aider à atteindre vos objectifs.

Pour répondre aux attentes de chacun des nouveaux clients séduits par vos avis, voici quoi faire :

### 3. Exploitez le filon des avis clients.

Grâce à la confiance que votre stratégie marketing inspire aux gens, vous avez construit une marque fiable et attiré un nombre record de consommateurs. Il est temps de savoir ce que vos clients pensent de leur expérience.

Les avis en ligne reflètent l’opinion de vos clients, sans filtre. Ils vous permettent de connaître précisément leurs attentes (et d’y répondre !) : vous pouvez ainsi les fidéliser, recevoir encore plus de feedback et continuer à utiliser ces témoignages pour acquérir de nouveaux clients.

Joli programme, non ? Votre entreprise n’a plus qu’à [collecter des avis](https://fr.business.trustpilot.com/features/get-reviews) pour mettre en avant la confiance qu’on lui accorde. 

C’est une procédure très simple à mettre en place pour les entreprises qui utilisent des plateformes e-commerce majeures grâce aux intégrations [Shopify](https://fr.business.trustpilot.com/partners/shopify-plus), [BigCommerce](https://fr.business.trustpilot.com/partners/bigcommerce), [WooCommerce](https://fr.business.trustpilot.com/partners/woocommerce), [Magento](https://fr.business.trustpilot.com/partners/magento-commerce), [PrestaShop](https://fr.business.trustpilot.com/partners/prestashop), [Shopware](https://fr.business.trustpilot.com/partners/shopware) et [OpenCart](https://fr.business.trustpilot.com/partners/opencart) conçues par Trustpilot.


complete-guide-to-reviews-img1

Trustpilot reviews displayed on a phone

## 15 façons d’utiliser les avis clients dans votre stratégie marketing

Une fois que vous aurez collecté des avis sur votre entreprise, vous pourrez commencer à faire entendre la voix des consommateurs dans votre stratégie marketing. Vous augmenterez ainsi votre trafic organique, stimulerez les performances de vos campagnes payantes et gagnerez la confiance de toujours plus de personnes.

## Améliorez vos performances SEO grâce aux avis clients

[91,5 % du trafic organique](https://www.searchenginejournal.com/seo-101/seo-statistics/#close) a lieu sur les sites qui figurent sur la première page des SERP. Votre classement dans les résultats de recherche organiques est donc capital si vous voulez attirer de nouveaux clients.

__Voici cinq manières dont vous pouvez utiliser les avis clients pour améliorer votre positionnement dans les résultats de recherche organiques.__

### 1. Renforcez votre SEO *off-page* grâce aux avis tiers.

Le SEO *off-page* désigne vos initiatives pour vous faire connaître en ligne (en dehors de votre site web). Il comprend par exemple la mise en place de liens externes (*backlinks*) qui redirigent les utilisateurs vers vos pages, une présence active sur les réseaux sociaux ou la création d’un profil d’entreprise sur une [plateforme d’avis tierce](https://thenextweb.com/news/can-independent-review-platforms-make-google-love-site) comme Trustpilot.

Off page SEO

Off-page SEO

Même si les algorithmes des moteurs de recherche sont en constante évolution, les experts de [Moz](https://moz.com/learn/seo/off-site-seo) présument que les facteurs du SEO *off-page* comme la pertinence, la fiabilité et l’autorité du contenu pèsent pour plus de 50 % du classement.

Heureusement, les avis issus de sources tierces peuvent aider votre entreprise à renforcer chacun de ces trois facteurs clés et à booster votre présence en ligne.

### 2. Générez plus de trafic de référence depuis votre page d’entreprise sur Trustpilot.

Créer un profil d’entreprise sur Trustpilot peut faire des miracles en matière de référencement *off-page* et augmenter fortement le trafic de référence (ou trafic « *referral* ») vers votre site web.

Cela s’explique par le fait que lorsque quelqu’un cherche des avis sur une entreprise, il y a de fortes chances pour qu’il trouve la [page de profil de cette entreprise](https://support.trustpilot.com/hc/fr/articles/360013930439-Votre-page-de-profil-d-entreprise) sur Trustpilot en tête des résultats de recherche. Mais vous vous demandez peut-être pourquoi ?

Nous pouvons affirmer sans nous vanter que Trustpilot a une [autorité de domaine](https://moz.com/learn/seo/domain-authority) (*domain authority*) considérable. Plus vous collectez d’avis clients, plus les moteurs de recherche relieront votre marque à la nôtre. En personnalisant le profil de votre entreprise sur Trustpilot, vous aurez ainsi toutes les chances de figurer en haut des résultats de recherche.

Le trafic de référence est trop souvent négligé alors que c’est un moyen d’obtenir gratuitement des *leads* qualifiés. Faites-en votre avantage concurrentiel et [améliorez vos performances dans les résultats de recherche organiques](https://moz.com/blog/organic-traffic-without-ranking).

Découvrez comment TaxSlayer a tiré profit de sa page de profil enrichie pour augmenter le trafic « referral » vers son site de 500 %.

### 3. Affichez des avis clients sur votre site pour augmenter le trafic organique.

Grâce aux TrustBoxs, il est très simple de mettre en avant les avis clients sur les *landing pages* clés de votre site. C’est un détail qui peut accroître vos apparitions dans les résultats organiques des moteurs de recherche.

Cela s’explique parce que les avis sont considérés comme du contenu généré par les utilisateurs, dont le SEO est particulièrement friand. Découvrez le potentiel du CGU :

- __Les avis rallongent le texte de vos pages.__ Ce contenu additionnel augmente la valeur de votre page aux yeux de Google, à qui vous donnez plus d’informations sur le sujet de la page — et qui déterminera si elle doit apparaître dans les résultats de recherche.
- __Les notes qui accompagnent vos avis permettent à Google de définir la qualité de vos produits et services.__ Google veut avant tout afficher les meilleurs résultats de recherche afin de proposer une expérience optimale à ses utilisateurs.
- __Les avis rafraîchissent le contenu de certaines pages qui ne sont pas souvent mises à jour.__ Cela indique à Google que les données sur votre entreprise sont récentes et actualisées, et qu’il est donc pertinent de la faire remonter dans les résultats de recherche.

Ces éléments [aident Google à comprendre votre site web](https://fr.business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019). À long terme, ils peuvent conduire les moteurs de recherche à afficher vos pages dans les résultats de recherche plus souvent et générer un plus gros volume de trafic de qualité vers votre 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. Obtenez des extraits d’avis dans les recherches organiques grâce aux avis produits.

Pour les professionnels du marketing, les notes en étoile dans les résultats de recherche riment souvent avec référencement payant — nous en parlerons dans la section suivante. Mais il est possible d’afficher des notes en étoile dans les résultats de recherche naturels et de convaincre les acheteurs [méfiants envers les publicités](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising). 

En effet, collecter des [avis produits](https://fr.business.trustpilot.com/features/product-reviews) peut vous qualifier pour recevoir des [extraits d’avis](https://fr.business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo) dans les recherches organiques.

Ces étoiles dorées renforcent également la visibilité de vos pages de produits et augmentent votre taux de clics jusqu’à 35 % dans les recherches organiques.

Pas mal, non ?

Rien de bien sorcier : il vous suffit d’ajouter un code simple (aussi appelé balise schema) à vos pages de produits en quelques clics grâce à nos [intégrations e-commerce](https://fr.business.trustpilot.com/partners/type/apps). Les moteurs de recherche peuvent alors trouver facilement les données de vos avis produits. C’est une opération qui leur permet de connaître les notes attribuées à vos produits, et de déterminer si vous répondez à leurs critères pour l’affichage d’extraits d’avis.

Si les statistiques de vos avis respectent les [consignes de Google](https://developers.google.com/search/docs/data-types/review-snippet), vos pages de produits avec des extraits d’avis apparaîtront peut-être dans les résultats de recherche.

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. Positionnez-vous dans les requêtes de longue traîne grâce aux avis produits.

Collecter des avis produits peut également amplifier le potentiel du SEO sur chacune de vos pages de produits et vous aider à bien vous classer sur plus de mots clés pertinents.

C’est assez simple : permettre aux consommateurs de laisser des avis sur vos produits individuels (et les afficher au premier plan de vos pages de produits) peut améliorer la visibilité de votre site pour les [requêtes de longue traîne](https://yoast.com/focus-on-long-tail-keywords/#:~:text=Focusing%20on%20long%2Dtail%20keywords,as%20they%20are%20more%20specific.).

Mais il est compliqué d’identifier chaque caractéristique, utilisation ou avantage proposés par votre produit. Heureusement, les avis produits poussent vos clients à prendre la plume et leur permettent de partager leur expérience unique avec vos produits.

La cerise sur le gâteau, c’est que tout se fait automatiquement — pas de travail de rédaction ni de création de contenu supplémentaire pour vous !

## Boostez les performances de vos campagnes payantes grâce aux avis clients
Les consommateurs d’aujourd’hui savent à quoi s’en tenir, et ils sont nombreux à fuir les publicités et les e-mails marketing douteux. En effet, plus de [75 % des gens](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits/) utilisent régulièrement un bloqueur de publicités.

Une étude a montré que [moins de 3 consommateurs sur 10](https://fr.business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) déclarent faire confiance aux canaux de publicité numérique, ce qui ne facilite pas la tâche des professionnels du marketing.

__Heureusement, les avis clients et les notes en étoile peuvent booster les performances de vos campagnes payantes en ligne sur les canaux qui [influencent le plus](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/can-online-reviews-revive-consumer-trust-in-advertising) les décisions d’achat.__

### 6. Qualifiez-vous pour les GSR et améliorez vos performances sur Google Ads.

Très semblables aux extraits d’avis en matière de recherches organiques, les [Google Seller Ratings](https://fr.business.trustpilot.com/reviews/get-seen-in-search/how-to-land-great-reviews-and-boost-your-google-seller-rating) sont un outil tout-en-un pour : 

- Ajouter des exemples de preuve sociale à vos résultats de recherche payants.
- Permettre à  votre entreprise de se démarquer de ses concurrents.
- Augmenter le taux de clics de vos campagnes Google Ads.
- 
La plupart du temps, la hausse de votre taux de clics signifie plus de ventes et va améliorer le [niveau de qualité](https://support.google.com/google-ads/answer/140351?hl=fr) de vos annonces. Vous générerez plus de trafic à un coût par clic plus faible. Vous réduirez ainsi votre coût d’acquisition et dégagerez plus de budget pour d’autres besoins de votre entreprise.

N’oubliez pas que l’affichage des Google Seller Ratings sur vos résultats de recherche payants reste à l’entière discrétion de Google, conformément à ses [dernières consignes](https://support.google.com/google-ads/answer/2375474?hl=fr). Celles-ci stipulent qu’une entreprise doit avoir un nombre d’avis et une note globale minimums pour pouvoir ajouter les fameuses étoiles dorées à ses annonces [Google Ads](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

Mais une fois que vous les aurez obtenus, vos Google Seller Ratings apparaîtront dans les résultats de recherche sur Google, sur les fiches de produits de Google Shopping et même sur les fiches des partenaires du Réseau de Recherche de Google.

Alors un conseil : faites votre maximum pour vous qualifier pour les GSR. Vous ne le regretterez pas.

### 7. Renforcez vos campagnes de retargeting grâce aux témoignages clients, aux avis et aux notes.

Vous pouvez lancer une [campagne de *retargeting*](https://blog.alexa.com/retargeting-vs-remarketing/) (ou reciblage publicitaire) sur plusieurs plateformes et utiliser des annonces payantes pour engager des clients potentiels qui se sont déjà rendus sur votre site ou sur vos profils de réseaux sociaux. 

Quelle que soit la plateforme que vous employez pour mener une campagne de *retargeting*, inclure des avis et des notes dans vos créations (ou annonces publicitaires) vous permettra d’[améliorer vos performances](https://fr.business.trustpilot.com/customer-stories/finance-insurance/why-taxslayer-chose-trustpilot-to-leverage-customer-feedback).

Pour consolider votre campagne, vous pouvez :

- Citer un avis laissé par un consommateur.
- Afficher votre note globale dans une création.
- Mettre en avant le nombre d’excellentes notes reçues.

Et pour couronner le tout, promouvoir vos avis dans vos créations publicitaires est possible sans avoir de compétences en design (ni même un designer dans votre équipe) grâce au [générateur d’images](https://fr.business.trustpilot.com/features/social-media-tools) de Trustpilot — spécialement conçu pour les réseaux sociaux !

Le *retargeting* vous permet de faire de la publicité auprès des personnes qui connaissent déjà votre entreprise. Ajouter une preuve sociale à vos annonces pourrait être le facteur décisif qui poussera les consommateurs à passer à l’achat.

Cliquez ici pour en savoir plus sur les outils pour les réseaux sociaux de Trustpilot. 

## Utilisez la voix des consommateurs pour tirer le meilleur parti de vos e-mails marketing

Les experts en e-mail marketing estiment que les actifs reçoivent et envoient [126 e-mails professionnels par jour ](https://www.campaignmonitor.com/resources/knowledge-base/how-many-emails-does-the-average-person-receive-per-day/)en moyenne. 

Il n’est donc pas étonnant de constater que le taux d’ouverture des e-mails atteint à peine [22 %](https://mailchimp.com/resources/email-marketing-benchmarks/). Pas facile de se démarquer dans le flux d’informations !

__Découvrez 4 moyens de laisser le consommateur faire ce travail pour vous.__

### 8. Boostez votre taux de clics en ajoutant des avis et des témoignages clients à vos e-mails.

Améliorer le taux de clics de vos e-mails est une bonne astuce pour générer plus de trafic de qualité vers votre site web et augmenter vos conversions. Sachez par exemple que les avis clients boostent le taux de clics de tous vos [e-mails marketing](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/4-email-marketing-strategies-to-unlock-black-friday-sales-volume-throughout) !

Contrairement aux canaux qui imposent un nombre de mots strict et des normes pour vos créations visuelles, les e-mails laissent libre cours à votre imagination pour promouvoir vos avis. Ils peuvent même vous servir de base pour plusieurs types de contenus d’e-mails et de CTA.

En [affichant un avis client](https://fr.business.trustpilot.com/reviews/inside-trustpilot/social-proof-in-email-marketing-is-easier-than-ever-with-trustpilots-klaviyo) directement lié à votre offre, vous proposez à vos clients la preuve sociale qu’ils recherchent. Ils [cliqueront plus facilement](https://www.campaignmonitor.com/blog/email-marketing/2019/06/improve-your-ctr-using-social-proof/#:~:text=4.,a%2037.5%25%20increase%20in%20conversions.) sur votre* landing page* et passeront à l’achat, quel que soit le support utilisé (newsletter mensuelle, promotion saisonnière de produits ou campagne dynamique de *remarketing*).

En sachant que [82 % des consommateurs](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers) affirment que les notes et les avis des e-mails peuvent les convaincre d’acheter, c’est plutôt prometteur !

### 9. Laissez la parole aux avis clients dans vos campagnes de bienvenue.

Les campagnes de bienvenue représentent votre toute première opportunité de construire une relation directe avec un futur client. La plupart des personnes inscrites sur votre liste de diffusion n’ont sans doute encore rien acheté, et ne connaissent peut-être pas votre entreprise.

C’est le moment de les convaincre que vous êtes une marque en qui elles peuvent avoir confiance. Laissez vos clients satisfaits jouer le rôle d’ambassadeurs !

Pour maximiser l’efficacité de vos campagnes, considérez vos avis comme une base de données dynamique de contenu marketing.

Lorsque vous entamez une relation avec vos futurs clients, voici ce que nous vous conseillons :

- Incluez un avis client pertinent dans chaque e-mail, qu’il concerne un produit précis ou votre expérience client.
- Affichez vos produits et services les mieux notés.
- Mettez l’accent sur la personnalité de votre marque en proposant des avis clients étonnants ou amusants.

Les avis clients vous permettent ainsi de faire une bonne première impression et de booster les performances de vos campagnes d’e-mailing avec créativité.

### 10. Affichez la fiabilité de votre marque dans le *header*, le *footer* et l’objet d’un e-mail.

Chacun des e-mails que vous envoyez doit prouver aux gens que vous êtes une marque de confiance. Une astuce très simple pour y parvenir consiste à inclure votre note en étoile dans le *header* de vos modèles d’e-mails ou à insérer un témoignage client dans le *footer*.

Avec un [taux d’ouverture](https://mailchimp.com/help/about-open-and-click-rates/) qui s’élève à tout juste 22 %, vous avez tout intérêt à ajouter de la preuve sociale dès la ligne d’objet de l’e-mail. Voici quelques idées si vous manquez d’inspiration :

*- « Nos produits les mieux notés ce mois-ci. »*
*- « Merci de contribuer à l’excellence de notre entreprise. »*
*- « 5 manières d’utiliser vos avis pour améliorer notre service client. »*
*- « Voici Claire, notre super responsable service client. »* 	
*- « Nos théières sont extras, mais votre feedback les a rendues encore plus belles ! »*
*- « Les produits que vous adorez. »*

FR Complete Guide to Reviews Quote Jillian Lore 

Trustpilot logo Round Star BlueBG 420x420

Digital Marketing Specialist chez Rush49

### 11. Les e-mails d’abandon de panier sont plus efficaces avec des avis clients.

Même si votre parcours d’achat en ligne est irréprochable, les abandons de panier sont inévitables.

Selon les experts de [Klaviyo](https://www.klaviyo.com/blog/whats-is-abandoned-shopping-cart-email), leur taux atteint en moyenne 70 % sur les ordinateurs de bureau et près de 85 % sur les appareils mobiles. La multiplication des e-mails de relance d’abandon de panier n’a donc rien de surprenant.

De nombreux détaillants utilisent des offres spéciales et des promotions pour convaincre les acheteurs potentiels de revenir sur leur site web. Mais ils n’ont pas conscience qu’un témoignage client, un avis ou une note peuvent suffire, et ce sans compromettre leurs marges.

Si vous montez un flux d’e-mails d’abandon de panier, pensez à y inclure quelques avis sur l’expérience client que vous proposez ou sur vos produits phares. Cela vous permettra de rassurer les acheteurs indécis et de leur signaler que vous êtes non seulement une entreprise de confiance, mais qu’ils seront séduits à 100 % par votre marque.

Quelle que soit votre campagne, nos intégrations simplifient l’affichage des avis Trustpilot pour les principaux fournisseurs de messagerie comme [Klaviyo](https://fr.business.trustpilot.com/partners/klaviyo),[ Fresh Relevance](https://fr.business.trustpilot.com/partners/fresh-relevance) et [Movable Ink](https://fr.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

Complete Guide to Reviews img 7

## Augmentez votre taux de conversion en mettant vos avis clients au premier plan

Aujourd’hui, [89 %](https://fr.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) des consommateurs consultent des avis en ligne pendant leur parcours d’achat. Il y a donc de fortes chances que les personnes qui arrivent sur votre site web aient déjà une opinion sur votre marque.

Si vous voulez vous assurer de convertir ces *leads*, rassurez-les autant que possible pour les pousser à cliquer sur « ACHETER ».

__Voici 4 méthodes pour[ augmenter votre taux de conversion](https://fr.business.trustpilot.com/reviews/browsers-to-buyers/what-is-conversion-rate-optimisation) en utilisant les avis clients sur votre site web.__

### 12. Faites bonne impression grâce aux avis clients sur votre page d’accueil.

Renforcer la fiabilité de vos campagnes marketing vous permet d’augmenter vos chances de générer plus de trafic de qualité vers votre site web. Et pour convaincre un maximum de *leads* de passer à l’achat, votre site doit inspirer autant confiance que les outils marketing qui les y ont conduits.

En matière d’optimisation, la page d’accueil a tendance à être négligée au profit des pages de produits et de la page de paiement. C’est pourtant une étape à soigner !

Même si la plupart de vos visiteurs arrivent sur votre site via une *landing page*, il y a de fortes chances pour qu’ils veuillent tout de même consulter votre page d’accueil, surtout s’ils ne connaissent pas votre marque.

Nous vous conseillons donc de promouvoir au maximum les avis clients sur votre page d’accueil. Vous pouvez notamment :

- Mettre en avant la qualité et la quantité de vos avis, p. ex. : « Nous avons reçu 2 365 avis cette année, et 95 % des consommateurs nous ont attribué un 5/5. »
- Afficher 3 à 5 avis récents pour montrer ce que les consommateurs apprécient particulièrement dans l'expérience client que vous proposez.
- Proposer un aperçu de vos produits et services les plus évalués ou les mieux notés, p. ex. : « Voici nos produits notés 5 étoiles. »

N’oubliez pas que les visiteurs se tournent vers votre page d’accueil pour obtenir des [signaux de confiance et autre preuve sociale](https://fr.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing) indiquant que votre marque est fiable. Alors mettez toutes les chances de votre côté. Rassurez les clients curieux en publiant une courte vidéo ou des chiffres clés sur vos avis clients.

complete-guide-to-reviews-img9

Complete Guide to Reviews img 9

### 13. Ajoutez des widgets d’avis à vos pages de produits pour faciliter la décision d’achat.

Nous avons démontré que les avis produits sont redoutables en matière de SEO. Mais ils ont aussi le pouvoir de [faire décoller les conversions sur vos pages de produits](https://fr.business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230).

D’après les experts de [Shopify](https://www.shopify.fr/), 79 % des acheteurs en ligne font autant confiance aux informations partagées dans les avis produits qu’aux recommandations de leur cercle privé. D’autres études ont également révélé que les consommateurs considèrent [les avis produits comme étant 12 fois plus fiables](https://econsultancy.com/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/) que les descriptions ou les mots des fabricants.

En bref, [afficher des avis clients pertinents](https://fr.business.trustpilot.com/features/trustbox-widgets) sur vos pages de produits aide les acheteurs indécis à prendre une décision plus facilement.

Ceci étant dit, tous les avis ne se valent pas.

Une étude a par exemple démontré que lorsqu’ils consultent des avis produits, les acheteurs veulent voir des photos authentiques des produits en question prises par d’autres consommateurs (c’est le [contenu généré par les utilisateurs](https://fr.business.trustpilot.com/features/product-reviews), ou CGU). Cela peut s’expliquer pour plusieurs raisons :

- Les millenials font [50 % ](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/)plus confiance au CGU qu’aux médias traditionnels, et ils estiment qu’il a 20 % plus de poids dans leurs décisions d’achat.
- Les consommateurs sont [3 fois plus susceptibles](https://www.iab.com/insights/user-generated-content-for-marketing-and-advertising-purposes/) de considérer le CGU comme étant authentique, en comparaison avec le contenu créé par une marque.

En résumé, si vous voulez augmenter les conversions sur vos pages de produits, assurez-vous que la plateforme d’avis clients que vous utilisez autorise les clients à partager leurs propres photos.

Votre taux de conversion vous dira « merci » !

### 14. Ajoutez votre note en étoile au *header* et au *footer* de votre site pour renforcer la fiabilité de votre marque.

En fonction des recherches qui ont mené les consommateurs à votre entreprise, les SERP peuvent rediriger ceux-ci vers n’importe quelle page de votre site. Chacune de vos pages est donc cruciale pour convaincre les gens de passer à l’achat.

Peu importe la page où arrivent vos visiteurs : le meilleur moyen de vanter la fiabilité de votre entreprise consiste à ajouter votre note en étoile au *header* ou au *footer* de votre site web.

Ce sont de petits détails qui font toute la différence.

### 15. Affichez des avis et des notes pour diminuer votre taux de sortie. 

Chaque parcours a un début et une fin. Si les parcours clients ne se terminent pas sur votre page de confirmation, vous devez trouver des moyens d’augmenter votre taux de conversion.

Commencez par identifier les pages de votre site web qui présentent un taux de sortie élevé. Vous pouvez consulter les [performances de vos pages de sortie](https://www.paperstreet.com/blog/how-to-use-google-analytics-to-identify-exit-pages-and-improve-them/) sur Google Analytics et relever celles dont le trafic et le taux de sortie sont les plus conséquents.

Il est très important de prendre le temps d’analyser directement la page de sortie et de repérer tout problème potentiel :

- Y a-t-il suffisamment de CTA pour garder les visiteurs sur le site ?
- La page est-elle une impasse de votre site web ? 
- Affiche-t-elle des avis clients convaincants ?

Nous vous conseillons ensuite de mettre en avant autant que possible des avis pertinents sur vos pages de sortie. La fonctionnalité [Taguer les avis](https://fr.business.trustpilot.com/features/review-tagging) de Trustpilot vous facilite la tâche.

Voici un exemple.

Si le taux de sortie de votre page de livraison et de retours est élevé, nous vous recommandons de commencer à ajouter un tag aux avis qui mentionnent vos services de livraison ou de retours. Cela vous permettra de filtrer facilement les avis par mots-clés et de trouver un ou deux témoignages clients qui vantent les mérites de votre entreprise sur le sujet. Vous pourrez ensuite les mettre en avant sur votre page de livraison et de retours.

Cette petite astuce peut faire considérablement chuter votre taux de sortie et augmenter vos conversions.

## Développez votre entreprise en amplifiant la voix de vos clients
Vous l’aurez compris : il existe des centaines de manières créatives d’intégrer les avis à votre stratégie marketing pour attirer plus de clients et les convertir.

Comme nous l’avons indiqué au début de ce guide, il vous suffit d’utiliser les avis clients pour booster la croissance de votre entreprise dans la durée.

1. __Renforcez la confiance en votre marque en collectant des avis et en y répondant.__
2. __Attirez de nouveaux clients en ajoutant des avis à vos campagnes marketing et au parcours d’achat sur votre site web.__
3. __Exploitez le *consumer insight* grâce à vos avis clients récents.__ 

Mettre vos clients au cœur de votre stratégie marketing vous permet tout simplement de répéter ce cercle vertueux à l’infini.

Et si vous souhaitez profiter de vos avis clients au maximum, faites en sorte de [collecter plus d’avis](https://fr.business.trustpilot.com/features/review-invitations) et [misez tout sur la preuve sociale](https://fr.business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews). Cela facilitera l’affichage de vos avis clients sur vos canaux marketing et vous permettra de personnaliser vos campagnes et vos promotions de produits.

Alors la prochaine fois que votre entreprise travaillera sur une campagne marketing ou rencontrera des difficultés (en ligne comme [hors ligne](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/ratings-and-reviews-in-above-the-line-advertising)), demandez-vous comment tirer le meilleur parti des avis clients pour booster vos performances.

Si vous nous avez lus jusqu’ici, vous aurez compris qu’ils peuvent faire des miracles !

Parlez à l'un de nos experts en avis clients.

Avis clients : le guide marketing complet — Mise à jour 2021

The critical role of reviews in internet trust

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Enquête: Comment les différentes types d’avis en ligne peuvent générer ou anéantir la confiance des consommateurs

Le mème culturel de notre époque est celui de la confiance défaillante. Qu'il s'agisse des autorités et des institutions au cœur de notre société, des entreprises technologiques qui essaient de forger l’internet et éventuellement de devenir virales, ou encore des marques que les gens consomment chaque jour - nous ne savons plus à qui ni à quoi nous fier. Cependant, une valeur reste inébranlable : la confiance que nous accordons à nos pairs.

### Qu’attendent les consommateurs des avis et des plateformes d'avis pour les aider à prendre de meilleures décisions ?

Les avis sont devenus omniprésents et servent de guide pour les décisions d'achat en ligne. Ils aident les consommateurs à tirer parti des points de vue du « plus grand nombre » et donnent aux marques la possibilité de gagner la confiance des consommateurs grâce aux recommandations et aux opinions des autres.

Trustpilot a récemment chargé l'agence de recherche et d'analyse comportementale Canvas8 d'étudier plus avant le rôle que jouent les avis dans la confiance sur Internet. Le rapport suivant fournit des données détaillées récoltées auprès de plus de six mille répondants aux États-Unis, au Royaume-Uni et en France, ainsi que les commentaires experts de deux universitaires réputés. Le rapport couvre les points suivants :

- Les consommateurs ont-ils encore confiance dans les marques ?
- Quels sont les avis ou les plateformes d’avis qui génèrent la confiance des consommateurs et ceux qui lui nuisent ?
- Quel est l’objectif des marques lorsqu’elles utilisent des avis ?
- Quel avenir pour l’univers des avis ?

__Envie d’en savoir plus ? Téléchargez gratuitement dès aujourd’hui notre rapport « Le rôle crucial des avis dans la confiance en ligne. »__

### Extrait de l'introduction

Alors que la confiance dans la société s'effrite et que les gens se fient aujourd'hui à des avis anonymes, la façon dont cette confiance est perçue a un impact réel sur les décisions et les comportements. 

Pour mieux comprendre la notion de confiance sur Internet, Trustpilot a commandé une étude comportementale indépendante auprès de Canvas8, afin d'explorer ce qui importe aux yeux des consommateurs et l'impact des avis sur leur comportement. Le rapport suivant illustre les informations clés qui en sont ressorties.

Le rôle crucial es avis dans la confiance en ligne

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Le rôle crucial des avis dans la confiance en ligne

Selon [une étude menée par Sirkin Research](https://marketing.trustpilot.com/hubfs/CEU%20Demand%20Generation/Sirkin%20Research%20France.pdf) en août 2018 en France, on a constaté que 77 % des consommateurs trouvent les publicités affichant le logo et les étoiles Trustpilot plus fiables. Ces symboles clés sont un moyen de communication visuel entre les clients et les entreprises pour apaiser les doutes des uns et renforcer la crédibilité des autres. 

. 

Voyages Uno- example of the use of social proof

voyage ok

Pour accéder à notre enquête consommateurs, cliquez sur [ce lien](https://marketing.trustpilot.com/hubfs/CEU%20Demand%20Generation/Sirkin%20Research%20France.pdf)

blog sirkin

Renforcez la confiance dans votre publicité digitale grâce à la preuve sociale

entreprises-b2b-avis-en-ligne-trustpilot

Ceci inclut les services informatiques, les services marketing, les salles de conférence, et plus encore. Et non, les avis ne sont pas seulement utiles aux entreprises orientées B2C !

Dans cet univers, ce qui vous vend le mieux est votre __réputation__. Voici pourquoi les avis en ligne sont aussi importants pour les entreprises B2B que pour les entreprises B2C.


## Les avis en ligne sont crédibles et objectifs

Une étude menée en 2015(1) a montré que 91% des consommateurs font plus confiance aux avis en ligne qu’aux discours des commerciaux.

Aujourd’hui, la découverte n’est plus qu’à un clic. Cependant, l’abondance des offres nous pousse à être méfiants, ainsi, nous cherchons toujours LA source d’information toujours plus pertinente.

Dans un monde où nous recherchons l’opinion de personnes qui nous ressemblent, de nos amis et des autres, les avis en ligne ont plus d’influence que jamais.


## Les avis boostent le référencement SEO & augmentent le trafic naturel

Les avis en ligne ajoutent de la crédibilité à votre entreprise avant même que les visiteurs n’atterrissent sur votre site web - ce qui est une bonne nouvelle car vous êtes recherché(e) sur Google, comme le reste du monde.
Avec les avis en ligne, vous obtenez du contenu plus actualisé et plus précis que n’importe quel contenu que vous auriez essayé de produire vous-même. Et quand les moteurs de recherche remarquent que vous êtes actifs et que vous avez de la valeur aux yeux des gens qui font des recherches à votre sujet, vous vous placez devant vos concurrents.

Pour faire simple, __les avis en ligne sont magiques pour les moteurs de recherche.__


## Les avis sont parfaits pour les parcours d’achat fragmentés

Aujourd’hui, le parcours d’achat est fragmenté. Nous trouvons une option intéressante, la comparons avec une autre puis finalement nous choisissons peut être l’option numéro 3 parce que quelqu’un l’aura recommandée.

Mais, ce n’est pas un problème. Comme Vinay Bhagat, PDG de TrustRadius le dit(2) :

Donc, collectez des témoignages, affichez-les et partagez-les le plus possible. Montrez aux gens qu’ils peuvent les lire et découvrir pourquoi votre entreprise est la meilleure dans son domaine.

Et oui, il est possible que vous receviez quelques avis négatifs de temps à autre. Cependant(3), une étude a montré que les notes émanant des avis n’affectent pas nécessairement la décision d’achat des consommateurs ; c’est en réalité le contenu de l’avis qui a le plus d’importance - et la manière dont l’entreprise a réagi.

## Les avis renforcent la promotion de marque

Plus vous avez d’avis en ligne, plus vous prouvez votre fiabilité. Et avec Trustpilot, il est très facile de promouvoir votre réputation.

Les clients Trustpilot peuvent utiliser des widgets appelés les [TrustBoxs](http://apps.trustpilot.com/trustboxes/) et les placer à des points stratégiques pour rassurer pendant le parcours d’achat sur leur site web tout en affichant leurs avis de manière transparente.

En allant plus loin, les avis en ligne peuvent façonner et déterminer vos campagnes marketing. L’analyse de vos avis vous indique les tendances à cibler.


## Les avis en ligne offrent de plus en plus de possibilités d’utilisation

La technologie change notre monde rapidement et de manière révolutionnaire. Un des domaines le plus affecté : le shopping en ligne.

Les avis à propos des services informatiques, des services marketing et même des services publics semblent s’installer naturellement. Les témoignages honnêtes prennent le pouvoir, et plus il y a de transparence plus le chiffre d’affaire grandit.

La révolution des avis en ligne est là pour durer. Nous ne savons simplement pas ce que le futur a à nous promettre, qui sera évalué, ni comment. Il ne nous reste plus qu’à le deviner, et si vous ne collectez pas de témoignages pour vous différencier, il est certain que vous vous mettez dans une situation désavantageuse.


## Il est temps de commencer à écouter

Les avis sont partout, ils influencent tout le monde à propos de tout et n’importe quoi. N’avez-vous toujours pas réalisé le pouvoir des avis en ligne ?
  
  
__Sources :__
- (1) E-Commerce Reviews: The dramatic impact of online reviews on consumers’ purchasing journey. Influence Central, 2015
- (2) Why B2B marketers should welcome online reviews TrustRadius, 2016
- (3) Are excessively positive customer reviews hurting your conversion rates? [Study] Unbounce, 2014

Entreprises B2B : en quoi les avis en ligne représentent un avantage concurrentiel ?

A survey from London Research and Trustpilot has shown that fashion shoppers are more cautious on spending this year, and are also acutely aware of the need to buy items from fashion brands with strong ethical and sustainability practices.

[London Research](https://www.londonresearch.com/) and Trustpilot's latest international survey has shown that not only are fashion shoppers more cautious on spending this year, they are also acutely aware of the need to buy items from fashion brands and retailers with strong ethical and sustainability practices.

Fashion brands and retailers now have an opportunity to reach out to consumers who are actively seeking to shop from companies that are kind to the people working in their supply chains, as well as the environment.

Those seeking to market themselves to modern shoppers need to listen to what consumers have revealed they are looking for in sustainable and ethical brands, as outlined in this research.

### Five key trends that will define the future of fashion brands

__1. Four in five customers are led by ethics__

Size and fit are not the only priorities. Fashion brands and retailers need to be aware that treatment of workers across their entire supply chain and environmental footprint are now a vital part of a customer’s purchasing decisions. 

More than four in five customers (82%) reveal they would definitely (31%) or probably (51%) stop buying from a brand found to be lacking ethical standards. 

__2. Shoppers are cautious on spending__

The recession looming over the global pandemic is shaping fashion spending habits. Just under three-quarters of consumers (72%) are spending less or the same as they did before.

As befitting markets where many are working from home, casual clothing and leisurewear is the category with the highest proportion of consumers having increased spend (21%). This figure is nearly double that seen in formal wear or luxury items.

__3. Fashion shoppers trust reviews and each other__

Consumers are eager to seek out fashion brands and retailers with solid ethical and sustainability strategies.

They are getting advice on which brands meet these criteria from many sources, but they trust each other above all else – 89% of consumers have a high or medium trust level in word of mouth and 85% in ratings and reviews.

The levels of high trust placed in word of mouth and reviews are two to three times greater than other sources, such as magazines, advertising and brand websites. The least trusted source is celebrity influencers. People are three times as likely to highly trust ratings as they are a well-known figure touting a fashion product on social media.

__4. Fashion shoppers are acting on a brand’s ethical record __

The research found brands must not think of ethics as an issue to be addressed in the future. Shoppers are already acting on their concerns right now. More than half (54%) of consumers say that coverage of working conditions and sustainability policies has influenced where they buy, or don’t buy, fashion items.

Nearly as many (41%) have been steered by coverage of a fashion retailer’s diversity and inclusivity policy and 33% by a brand pretending to be ethical but not backing it up with real action (‘slacktivism’).

Given that consumers trust word of mouth and customer ratings three times or two times (respectively) as much as the media, savvy brands should realize the need to communicate how their ethical and environmental strategies match the modern shopper’s concerns. This way, those credentials are more likely to be reflected in customer conversations and ratings.  

__5. Brands can tap into consumers’ ethics and sustainability wishlist__

Customers have revealed what they want to see from fashion brands and retailers. Joint top spot (46% each) goes to a commitment to good working practices throughout the supply chain as well as to environmentally-friendly packaging. A recycling service (41%) was just behind in third place.

Feeling inspired? Let's dive in!

## Introduction – cautious consumers tell brands their values are more important than discounts

Consumers are changing their mindset and behavior when it comes to buying clothes, and the effects are set to be profound for fashion brands and retailers.

The national and local lockdowns caused by the coronavirus pandemic have accelerated a change in attitude among shoppers to be more caring for one another and the environment. Communities have come together to fight a common foe and taken stock of the values they find important to them, which they want to see reflected in the brands they buy from.

This prompted London Research, in association with Trustpilot, to ask fashion consumers in the UK, the US, France, the Netherlands, Italy and Sweden to reveal the importance of brand values around issues such as sustainability, working conditions and diversity. What principles do they expect fashion brands and retailers to live up to? 

Just as importantly, how do they know they are truly committed to these causes, and whom do they trust in making those judgement calls?

### Sustainability over discounts

[Research from McKinsey](https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion) has already shown lockdown has forced fashion consumers’ priorities to change. They now place the welfare of employees and supply-chain workers, as well as protecting the environment, way ahead of being offered promotions and discounts.

This points to a significant change in consumer priorities, according to fashion writer Olivia Pinnock. She has created a series of events, called [The Fashion Debates](http://www.thefashiondebates.com/), through which the industry can come together to discuss how to clean up an industry with a poor record on worker conditions and sustainability.

“We had the sweatshop scandals of the ‘80s and ‘90s but the issue seemed to have been swept under the carpet,” she says.

“Now, though, we’ve got a generation who realize they can’t ethically buy a T-shirt for £5 when there are so many people in the supply chain to pay. There are also a lot of executives who are pushing for real change because they have been shocked by the industry’s record and don’t want to be a part of it any more.”

Pinnock believes the push for change is real and is relying on changing attitudes among shoppers. However, there are two major challenges.
“Fast fashion’s cutting corners on worker rights and the environment has got us all used to cheap clothing,” she explains.

“It’s skewed our perception of cost. Then there’s availability. The vast majority of clothes, outside a pandemic, are bought in stores and it’s only the big chains, who are highly competitive on price, that can afford to roll out chains of shops in every town.”

### Consumers are cautious on spend

It is not surprising that in the midst of the global coronavirus pandemic, the majority of respondents are not spending more on fashion. Instead, they are maintaining previous spending patterns or cutting back. 

On average, 28% of respondents say they are spending more. That leaves exactly a quarter who are spending the same amount as before (25%) and nearly half (47%) who reveal they are cutting back (Figure 1).


Figure 1: How has the coronavirus pandemic impacted your overall monthly spending on fashion and clothing products?

As shown in Figure 2, the standout category for increased spending is casual and leisure clothing (21% of consumers), nearly double the percentage of respondents spending more on luxury apparel (11%) and significantly more than the proportion of consumers increasing their outlay on smart clothes (13%).

Across all international markets surveyed, those going through lockdown and social distancing measures have clearly been prioritizing comfortable attire for home use over spending on formal clothes for the office or expensive luxury items for big nights out.


Figure 2: How has the Covid-19 crisis impacted the amount you’ve spent on the following types of fashion and clothing products?

- Consumers in the US are more likely than those in other countries surveyed to be increasing their spending on casual clothes (28%), footwear (20%), smart fashion (20%) and luxury products (15%) (Figure 9, see appendix).
- The UK, on track to have its worst economic downturn on record, leads the way for the most cautious shoppers. Just over a fifth (22%) reveal they’ve been cutting fashion spending by more than half (Table 1, see appendix).

### More careful? Or more thoughtful?

Consumers are clearly cautious when it comes to fashion spending. It will become clearer when the developing global recession caused by the global pandemic eases whether this is an economic decision or an environmental choice.

Dialing down consumption is what Olivia Pinnock refers to as ‘the elephant in the room’. In addition to looking out for fair trade labels and commitment to ethical and environmental standards, she believes modern consumers will soon realize they need to buy fewer clothes.

It is a message echoed by Laurel Wolfe, VP of Marketing at deferred payment platform [Klarna](https://www.klarna.com/).

“The pandemic has made us all think carefully about how, where and why we shop - whether that's online instead of in-store, or with smaller, local brands.” she says.

“For us, this has meant helping people be mindful consumers, to ensure they buy items they will truly use and love. We have been running campaigns, particularly with thought influencers, echoing the money management advice on our site and asking shoppers to ‘think thrice’. Do I love it, will I use it, is it worth it?” 

The message underlines how the market is evolving to row back from the days of fast fashion by being more considerate in how workers in the supply chain are treated and mitigating the industry’s impact on the environment.

## People trust ratings and each other, not celebrities and magazines

People are clearly cautious about their spending, given the massive uncertainty hanging over the global economy. With budgets curtailed, consumers are looking to make sure the items they buy are right for them. This no longer means right look, size and price.

As shown through our survey, customers are attracted to brands that share their ethical values and are kind to their workers and the planet.
With ethics, sustainability and environmentalism playing a large part in purchasing decisions, who are people trusting for guidance on purchasing decisions?

Here, the research provides a resounding answer. Consumers trust one another. Word of mouth from friends and family is the most trusted source, with 44% rating their trust level as ‘high’. Consumer ratings and reviews (36%) is a close second (Figure 3).


Figure 3: How would you describe your level of trust in the following sources of information when you are researching fashion products and retailers?

In all, 89% of consumers have a high or medium level of trust for word of mouth compared to 85% for ratings and reviews.

The two categories are two or three times as highly trusted as other high-profile sources of fashion information, such as magazines, advertising and social media.

Fashion is an industry filled with well-known designers, models and celebrities who are reported on daily for what they are wearing. However, a key takeaway from the research is that celebrity influencers are poorly trusted as a source of information by nearly two in three consumers (63%).

The research could not be any clearer. Consumers want to make the right decision on fashion, for fit, price and look as well as sustainability and ethics. When it comes to making these decisions, they trust one another’s spoken advice or ratings much more highly than the world of social media and advertising where brands pay a fortune hoping to be noticed.


- The US and Italy stand out as the markets where reviews are most highly trusted (43% of consumers) (Figure 10, see appendix).
- Sweden and the Netherlands show the highest trust for word of mouth, for nearly half (49% and 48%, respectively) of consumers (Figure 10, see appendix).

## Customer loyalty depends on ethics

Everyone needs clothes and it is fair to say that the driving force in purchasing decisions will depend on garments matching an individual’s sense of style and budget. Increasingly, however, image and price point are being joined by a new criterion. Customers want to know a business shares their values.

More of us want to know a business is run ethically and that it tries its best to ensure people in its supply chain are treated with respect and paid properly, while attention is paid to sustainability.

One of the major takeaways from this research is that more than four in five customers (82%) would either ‘definitely’ (31%) or ‘probably’ (51%) stop buying from a brand that was found to lack ethical standards (Figure 4).

Figure 4: Would you stop buying from a brand or fashion retailer you knew to be lacking ethical standards?

The finding should serve as a warning to brands who have yet to put ethics at the heart of their brand strategy. While nearly a third would definitely withdraw their business if non-ethical practices were discovered within the business or wider supply chain, half of the market would consider it.

This is not only a hypothetical question. For any fashion brand wondering when the market will evolve to a point where bad press around their ethics will lose them customers, the answer is we are already there.

More than half of consumers (54%) say that coverage of working conditions and sustainability policies has influenced which brands they buy or don’t buy fashion items from (Figure 5). Nearly as many have been steered by a fashion retailer’s diversity and inclusivity policy (41%) and 33% by a brand pretending to be ethical but not backing it up with real action (‘slacktivism’).


Figure 5: Has positive or negative coverage relating to any of the following issues impacted where you buy (or don’t buy) fashion and clothing items from?

Sophie Slater, who co-founded online women’s ethical fashion business [Birdsong](https://birdsong.london/), is not surprised by the findings. The company’s workers in London are paid the London Living Wage to produce garments made from organic cotton which are packed by a charity supporting adults with learning difficulties. Protecting staff from Covid meant closing down production, which has relied on customers accepting delays in deliveries because ethical fashion is not fast fashion.

“We’ve seen fashion businesses talk about sustainability for the past few years but the last year or so has definitely seen a rise in people thinking about ethics,” she says.

“People have seen how workers are treated in sweatshops in Leicester (in the UK) by well-known brands… there’s been a lot of bad press for fast fashion. We rely on good press and social media to get our message out to people who are motivated by social inclusion and treating people ethically and so will pay a little more for clothes made by people paid the London Living Wage.”

- Italy is the clear leader in customers making decisions based on media coverage (Figure 11, see appendix). More than three in four have been influenced by stories about a brand’s ethics (79%) and working conditions (77%). Perhaps this is a result of the country being the EU’s biggest producer of clothing so environmental impact and working conditions are factors that are far closer to home for Italian shoppers.

## Trust – winning over the ‘moderately trustful’ half by being kind to workers and nature

The good news for the industry at large is that more than a quarter of consumers (28%) have a ‘very’ (9%) or ‘quite’ (19%) high level of trust in fashion brands and retailers in terms of their ethical standards (Figure 6).

The bad news is this is negated by a quarter of the market (26%) which has a ‘very’ (7%) or ‘quite’ (19%) low level of trust. This leaves almost half of consumers (46%) sitting on the fence, with only a moderate level of trust in the industry.

Figure 6: How would you describe your level of trust in fashion brands and retailers in terms of their ethical standards?

With a quarter of the market trusting the industry and a quarter not trusting it, the battleground is clearly winning the hearts and minds of the remainder who are fairly neutral.

Given that four in five respondents have also revealed they are ready to dismiss a brand which treats workers or the environment disrespectfully, the focus should be on convincing customers with a moderate level of trust that a brand is truly committed to treating its workers and the planet with respect.

There are some novel ways of improving trust being deployed at eco-friendly fashion brand [SANVT](https://sanvt.com/) (which means gentle on nature in German). The company’s Head of Marketing and Co-Founder, Benjamin Heyd, reveals the company is dedicated to working with suppliers who use organic cotton and do not use toxic chemicals in the dyeing process. To underline the point, they have an unusual approach to transparency and promotions.

“We keep our environmental impact low and our ethical standards high by using a factory in the EU, in Portugal,” he says.

“We offer a virtual tour of the factory so people can see for themselves the high standards we adhere to. We also don’t run sales promotions, we just offer to plant more trees within our carbon offsetting program when people buy promoted items. I don’t think we’re quite at the point yet where sustainability is the most crucial part of a customer choosing a brand, compared to the design and fit of clothing. However, in the long term, we are definitely getting there and brands will soon need to be able to show consumers they are eco-friendly and ethical.”

- Sweden and the Netherlands stand out as the markets with the lowest opinion of fashion brands and retailers. In each market, only 4% trust them highly. France is close behind with a high level of trust reaching just 5%.
- The US has the biggest level of ‘very high’ trust in fashion brands and retailers at 14%, backed up by a 20% level of ‘quite high’ trust.
- Overall, Italy is the most trusting nation, with more than a third (39%) of consumers having ‘very’ (8%) or ‘quite’ (31%) high trust levels.

## Customers need ethical and sustainable fashion brands

It is clear today’s fashion customer is starting to look for more than items that suit their style. In particular, they are committed to avoiding brands found to be acting in a non-ethical and unsustainable way. They are also expecting brands to embrace diversity and inclusivity.

So, what does this mean in practice? What are the strategies, commitments and services modern customers are looking to see more of in the future from fashion brands and retailers? When allowed to suggest three proof points that companies are walking the proverbial walk, what do they pick out?

Joint top, for nearly half of respondents, was commitment to good working conditions throughout the supply chain (46%), along with environmentally-friendly packaging (also 46%). A recycling service (41%) comes in third place, with clothes made from recycled materials (38%) and initiatives aimed at reducing the carbon footprint (36%) completing the top-five wishlist (Figure 7).

Methodology note: Respondents could select up to three options.

Figure 7: What three things would you like to see more of in the future from fashion brands and retailers?

For menswear brand [The Savile Row Company](https://savilerowco.com/), it is not a major surprise that environmentally-friendly packaging tops the list, alongside ethics. 

Marketing Director Lee-Anne Harris reveals the business has replaced plastic with biodegradable and potato starch bags, with shirt collars and shoulders held in place by paper fasteners rather than the traditional plastic clips.

“The data we’re getting from our Trustpilot reviews shows customers are reacting well to orders arriving in recyclable paper packaging and a biodegradable bag,” she says.

“We didn’t ask customers first; it was just a no-brainer for us because it’s how we want to live and we were pretty sure it’s how our customers want to live as well. It’s more a question of why wouldn’t you? It’s just a base level of decency.”


Despite the uptick in positive reviews, Harris confirms recyclable packaging is still a feature that customers appreciate rather than demand as standard. However, she believes it is only a matter of time before customers “truly hold fashion companies to account for their record on plastic waste”. Hence it makes sense to be prepared in advance.

- American customers are way ahead of their European counterparts on the values they want to see from fashion brands and retailers which did not make the top-five list above (Figure 12, see appendix). These include working with charities (35%), offering inclusive product ranges (27%), ensuring diversity in advertising (26%) and taking a stance on social issues (24%).
- It is likely a result of the deep social issues Americans are examining in the year the Black Lives Matter (BLM) movement gained massive national, and global, traction. Support for brands taking a stance on social issues, including BLM, is more than twice as high in the US as it is in all other countries surveyed, other than Italy.

## How brands can embrace ethics and sustainability

They know their size, they know their style and they have a good idea of what they are starting to want to see from fashion brands and retailers. But what indicators are customers looking for to find out if a brand shares their values on treating people and the environment with dignity and care?

The challenge for companies is there is no single standout attribute consumers are seeking out. Instead, there are four key drivers of trust which are being actively sought out by a little over half (58% and 59%) of fashion shoppers (Figure 8).

Respondents reveal transparent values and policies, fair trade badges and certification, on-site and off-site ratings and reviews are equally as important, on average.


Figure 8: Do you look for any of the following to give you confidence that you are buying from an ethically responsible fashion brand or retailer?

These are areas high on the radar for luxury online fashion retailer [FARFETCH](https://www.farfetch.com/). Its Director of Sustainable Business, Thomas Berry, explains the fashion brand not only helps customers make more ethical and sustainable purchases, it also has reselling schemes to extend an item’s life.

“As part of Positively FARFETCH, we have an extensive Conscious collection which customers can shop, using either filters, or our dedicated edits, to ensure they’re getting items that meet good independent sustainability standards and certifications,” he says.

“We also have two service offerings that help our customers extend the life of unused clothes. FARFETCH Second Life is a resale service, where customers submit their old hand-bags, get a price quote, we arrange a pick-up slot and, once the item is verified, the quoted price is added as a credit to their FARFETCH account.

“We do the same with our FARFETCH Donate service, where a customer fills a bag with any fashion item they no longer want, the items are sold in aid of their chosen charity, and customers get a third of the proceeds as FARFETCH credit. In both cases someone else gets to enjoy the items so everyone’s doing their bit to help the environment by reducing overall consumption of 'new' items."

The proof that customers are now looking to make more sustainable and ethical purchasing decisions comes from Berry revealing that the Conscious range is growing at a significantly faster rate than all other sales through the site. Additionally, across the industry, he estimates new clothes sales are predicted to grow at most around 3% whereas clothing resale growth is in the 15%-30% range.

## Conclusion

The primary motivators in fashion will likely always be the look, feel, design and price of an item. However, there is a growing consideration to filter fashion brands and retailers according to their action on sustainability and ethics.

This was always bubbling under the surface but it would appear the global pandemic has prompted consumers to take stock of what is important and to value brands who treat their workers and the environment with care and respect.

Research coordinated by Cardiff University found, for example, that the proportion of Britons who believe tackling climate change is urgent rose from 62% to 74% between August 2019 and August 2020. Additionally, nearly half the UK population (47%) is now vowing to fly less than before once restrictions are lifted. In the US, media reports have suggested taking a step back from the daily grind of driving to work has seen air pollution drop by 30%.

These issues should resonate with fashion brands and retailers, given that four in five consumers reveal they would not shop with a brand that lacked ethical and sustainable values. Hence, half of consumers have already revealed they have avoided fashion companies that have received poor media coverage over their ethics and sustainability record.

__Consumers have spoken clearly. They want brands to:__

- Treat workers throughout their entire supply chain fairly
- Produce clothes without damaging the environment
- Use recyclable packaging
- Embrace recycling schemes which extend garments’ lives
- Work hard on carbon reduction measures
- Operate according to transparent brand values

These are the action points fashion brands and retailers need to embrace to win over the half of the market that currently only trusts the industry to a moderate degree and the quarter which does not trust them at all.

When it comes to trust, they need to remember fashion shoppers highly trust one another’s advice and online reviews two to three times as much as glossy magazine articles, social media and advertising. As for celebrity influencers, these are the least trusted source available to fashion marketers.

The message is clear. Consumers want to see sustainable and ethical fashion, and they place their trust on which brands match these values in word of mouth and reviews, not the media and most definitely not on what celebrity influencers are paid to say.

If you'd like to find out more about Trustpilot, and how social proof can help you build trust with consumers, request a free demo below.


### Methodology

London Research was commissioned by Trustpilot to carry out surveys of 2,800 nationally representative consumers across the UK (n=1,000), US (n=1,000), France (n=200), the Netherlands (n=200), Italy (n=200) and Sweden (n=200) in September 2020.

The research was conducted using a Toluna research panel. London Research also carried out a series of interviews for this report.

### Acknowledgements

London Research and Trustpilot would like to thank the following people for their help in compiling this report:

- Thomas Berry, Global Director of Sustainable Business, FARFETCH
- Lee-Anne Harris, Marketing Director, The Savile Row Company
- Benjamin Heyd, Head of Marketing and Co-Founder, SANVT
- Olivia Pinnock, Fashion Writer and Creator of The Fashion Debates
- Sophie Slater, Co-Founder, Birdsong
- Laurel Wolfe, VP Marketing, Klarna

Why ethical fashion brands are future-proof

Health-and-Beauty-Hero - smaller

Combating misinformation in the health and beauty sector

Buying the right health and beauty products can be a minefield at the best of times, with consumers wasting millions each day on health and beauty products that are counterfeit, substandard and in many cases bought on the basis of fake reviews. 

## The cost of fake reviews and counterfeits

The harsh reality is that the products may well be counterfeit. This means customers have not only wasted hard-earned money on a fake product, they could also be risking their health.

If you need to get a hook on why people should be concerned about fake health and beauty products, a good place to start is the Netflix documentary ‘[Broken: Make-Up Mayhem](https://www.netflix.com/title/81002391)’.

In the show, police investigators and doctors list the heavy metals and carcinogens they have found counterfeiters use to create cheap copies of expensive ingredients. At one level, these cause skin diseases, such as dermatitis, impetigo and pustules. At the other extreme, heavy metals can cause fertility issues and lead to miscarriages. One interviewee revealed how a counterfeit Kylie lipstick got its shiny appearance from superglue which stuck her lips together.

### COVID-19 exacerbates the problem

Covid-19 is raising the stakes, considerably. Legitimate businesses and industry experts know that regardless of what is happening to the economy, consumers still want to feel good about themselves. When official outlets they trust run out of stock, as global supply chains come unstuck, even savvy consumers can be tempted to check out online stores they may not totally trust.

Wellness and beauty industry influencer and ITV This Morning guest presenter, Gina Akers, has warned of the dangers of counterfeit products on BBC’s ‘Fake Britain’ television show. She believes many consumers, especially young people, want to look like their favorite celebrity, but cannot afford the high-end prices required. When you add reputable stores running out of stock, you have a counterfeiter’s dream scenario.

*“The big issue is the celebrity influencers have their own lines of cosmetics which are high end and are prone to running out of stock, particularly with the supply problems around coronavirus,”* she says.

*“Young people wanting to look like these celebrities are sorely tempted to get something cheaper from somewhere online that claims to have stock. But they’re often fake and, even worse, they have been made in unsanitary conditions. My advice is that if it’s too good to be true, it probably is. Always buy from a reputable store.”
*

### Market overview: spending is up, so is waste

The [coronavirus pandemic](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry) has prompted a significant leap in spending in the health and beauty markets. According to our research, 59% of US consumers and 55% of UK consumers say they are spending more on health products due to the coronavirus crisis.

Around a quarter of survey respondents in both markets (26% in the US and 25% in the UK) reveal they are spending more on beauty. As seen in Figure 1, almost half of those consumers spending more on beauty across both markets suggest the extra spending is rooted in wanting to treat themselves (45% in the US and 51% in the UK).



Why consumers have bought more health and beauty products as a result of lockdown and the coronavirus pandemic.

Figure 1: Why consumers have bought more health and beauty products as a result of lockdown and the coronavirus pandemic.

In unprecedented times, both American and British consumers (42% and 40%, respectively) are spending more because they fear that stocks could run out if they do not make a pre-emptive purchase and there is clearly a desire under lockdown to stay healthy and feel good about oneself through a treat purchase.

Consumers are also spending more because salons are closed (45% in the US and 35% in the UK).

In the health category, both markets are clearly showing the impact of the coronavirus pandemic and subsequent lockdowns. The most popular products so far this year have been hand sanitizer and soap, with pain relief, vitamin supplements, and prescription and over-the-counter medicines following closely behind (Figure 2).

Figure 2: Which health-related products have you bought since the start of this year?

A third of consumers in the UK and around two in five in the US had already bought plastic gloves and face masks when our survey was carried out in April. This is a new market for both countries which have no tradition of wearing face coverings in public, unlike some parts of Asia. This category will continue to grow as lockdown measures are relaxed, the use of face masks becomes increasingly recommended or enforced, and anxious members of the public return to busy public areas, particularly on public transport.

In beauty, hair and skin care are the most popular categories for spending so far this year in both the US and the UK, with bathing accessories, foot, hand and nail care, fragrances and makeup not far behind (Figure 3).

Which beauty products consumers have bought since the start of the year

Figure 3: Which beauty products have you bought since the start of the year?

The closure of retail outlets has led to an increase in online sales for health and beauty products

The closure of retail stores due to coronavirus has led to an increase in online sales, especially for health and beauty products

The closure of retail stores has led to an increase in online sales

According to Meghan Stabler, VP of Global Product Marketing and Communications at ecommerce platform [BigCommerce](https://www.bigcommerce.com/), ecommerce spending has increased significantly in 2020 as consumers are forced to rely on digital channels during lockdown.

She said: *“Whether specific to health and beauty, or looking broadly across industries, we’ve seen surges in ecommerce since the start of mass shelter-in-place guidance began in March. Consumer spending online has grown significantly year over year, with some recent days even topping sales numbers from Cyber Week 2019.”*

*“Though we expect YoY increases to remain strong for the foreseeable future – particularly in categories deemed essential like health and beauty – looking at week-over-week trends shows more consistency in sales numbers, indicating that consumers are finding their ‘new normal’ and pandemic panic-buying may be levelling out. We’ll continue to see slight shifts in consumer behavior alongside public health guidance, though one thing has been made crystal clear: ecommerce has cemented its role as a modern-day shopping staple, and will likely serve as a long-term foundation for the way customers interact with brands across channels.”*

The picture that emerges in both the US and the UK is of consumers significantly increasing their online spending on health and beauty products. This is attributable to anxiety surrounding the coronavirus outbreak. Anxious consumers reveal they want to secure favored items as shops are temporarily shut and online suppliers run the risk of running out of stock. As ever in the health and beauty sector, the motivation of a treat purchase is just as important.

### The impact of fake reviews and misinformation

When customers are concerned about trusted online sources running out of stock, there's a high probability they will look to new sources — for both new product suppliers and advice from fellow shoppers.

A third (33%) of American and 29% of British consumers reveal they are more cautious about the products they purchase because of online misinformation relating to health and beauty products (Figure 4). This can include fake or inaccurate reviews, spurious or exaggerated claims about a product’s efficacy and lies about its contents.

Just over half of consumers in both the US and UK (59% and 55%, respectively) feel confident they have not suffered from misinformation, but a further 12% in each country say they are ‘not sure’. This reflects the fact that consumers do not always know with certainty if they have received poor advice.



Figure 4: Has misinformation online relating to health and beauty products made you ore cautious about the products you purchase?

Trust is always a major issue in any health or beauty purchase because, more than any other decision, there is a real risk of not getting the desired result and even accidentally inflicting harm by ingesting a toxic substance or applying it to the skin.

Fake reviews are an everyday occurrence and Ed Saper, Director at [Pai Skincare](https://www.paiskincare.us/?gclid=EAIaIQobChMIlqWyjOvy6QIVGQiICR3hOgDFEAAYASAAEgLlHvD_BwE), believes far more should be done to punish brands who engage in what is called ‘astroturfing’. This is where a company’s own staff or third parties are encouraged to post positive reviews for their products and sometimes negative reviews for competitors.

*“When a major brand got caught ‘astroturfing’ recently, the view we heard back from the industry was that it was bad but everyone’s at it,”* he says.

*“Even when someone big is caught, they don’t suffer. We need big fines to ensure the public knows they are reading authentic reviews because it’s the consumer who suffers from being defrauded and honest companies who risk being squeezed out. It’s against our company policy for a member of staff to review our products. If they talk about us online, they have to be clear that they work for us.”*

But aren’t fake reviews plainly obvious? According to Thomas Vermeulen, Head of Fraud Investigations at Trustpilot, spotting dishonest reviews that don’t represent a genuine experience and deliberately attempt to manipulate consumer perceptions isn’t as easy as it sounds. 

*“One isolated review doesn’t tell much — it’s more about finding patterns and anomalies,” he says. “With that in mind, you should look out for more than one red flag within the reviews. When in doubt, compare reviews with other sources of information and don’t discount common sense — if it seems too good to be true, often it is.”*

He also suggests the following things to look out for. 

- Take note of the spread of scores within the ratings and the span of time in which the reviews were left. An honest company is likely to have both positive and negative reviews in the mix, and if all reviews were posted in a short period of time they might not provide a genuine representation of the business. 

- If a company only has five-star reviews, look at the total number of reviews a company has and their recency to make sure you harness the wisdom of the crowd and not just a select group. 

- Within those reviews, are you able to identify patterns or recurring structures? If the reviewer mentions the name of the business a number of times, or if it reads more like marketing collateral than a consumer experience, those could be red flags.

- Are the reviews invited or left organically? If all positive reviews are invited and the negative reviews left organically, this might suggest a biased invitation process. 

These are just a few ways to identify dishonest reviews. Lastly, Vermeulen recommends evaluating the company in question’s website and overall presence as a brand outside of reviews. *“Reviews are just one piece of the puzzle when it comes to a company’s trustworthiness,”* he says. 

### Consumers place trust in reviews

With only half of consumers feeling confident they have not been duped by online misinformation around health and beauty products, whom can the market look towards for sage advice? Whom can the public trust?

It turns out consumers are digitally savvy enough to know that advertising and information shared through social media and messaging apps aren’t always to be taken at face value. Depending on each channel and the market involved, these information sources are only highly trusted by between 10% to 14% of the public (Figure 5).



Figure 5: Proportion of consumers describing their level of trust in information sources as high for health and beauty products

Conversely, customer and expert ratings and reviews are the preferred sources for a significant proportion of consumers despite the issue of fake reviews in the marketplace. In the US, these are assigned the same level of ‘high’ trust (41%), whether they come from consumers or from experts.
The same sources of information are the most trusted in the UK. Britons are slightly more likely to trust experts over fellow consumers (35% versus 29%).

Interestingly, Figure 5 also shows that nearly twice as many consumers in both markets assign a ‘high’ level of trust to consumer and expert reviews as to news articles.

Perhaps even more telling for brands that are built around famous people or rely heavily on them for promotional activities, celebrity influencers are the least trusted channel for information. Digitally savvy consumers probably realize that the rich and famous have endorsement contracts in place and there is a risk their advice isn’t impartial and is limited to the brands they have a financial arrangement with. Such posts will typically feature the #ad (or similar) hashtag.

Both US and UK consumers are significantly more likely (four and three times, respectively), to assign a high level of trust to a rating from a fellow shopper than they are to a celebrity’s words of wisdom.

The clear trust-related takeaways are:

- The public places a significantly higher level of trust in ratings and reviews than in  news articles and retailer websites.

- Retailer websites are trusted only slightly more than advertising. Consumers clearly draw a comparison between advertising and skilled copywriting on a slick website.

- Advertising is only trusted ‘highly’ by around the same proportion of those who trust information shared on social media and messaging apps.

- Celebrity influencers have the lowest level of trust among consumers – two-thirds (67% in the US and 65% in the UK) describe their level of trust in this source of information as ‘low’.


ManCave Trustpilot Reviews

### How can retailers build trust?

As seen in the previous section, the promotional copy retailers have spent a great deal of effort perfecting is only trusted a little more than advertising. Customers are around twice as likely to believe the word of a fellow shopper or expert reviewer than they are the slick words and beautiful photographs on a retailer’s site.

This means reputable retailers need to find a way to show their credentials and prove to the public they are trustworthy and that their products are authentic and work in the way described. Showcasing customer approval stands out as the most effective way to achieve ‘[social proof](https://business.trustpilot.com/guides-reports/build-trusted-brand/why-and-how-social-proof-influences-consumers)’ authentically.
According to Daniel Durose, Brand Marketing Manager at male grooming business [ManCave](https://mancaveinc.com/), the key is to talk about the authenticity of the brand as well as be seen to actively embrace customer reviews.

On the company’s site, the pictures show models and the products in outdoor settings to underline the cruelty-free, sustainably resourced message, backed up with certification from the appropriate bodies, such as Cruelty Free International. However, as Durose points out, people expect a website to convey what a brand wants to show about itself. Where companies can go much further is encouraging reviews and, even more importantly, [engaging with them](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-you-shouldnt-remove-negative-feedback).

*“Reviews are essential for a retailer to show new customers they’re trustworthy,”* he says. *“Trustpilot is the Holy Grail of trust for us but we can’t just rely on good ratings and hide away from occasional unfavorable comments. We want to resolve any issues so we always respond to people and do what we can to help. We find people react really well when they see you take the time to engage with people and resolve issues rather than hide away. It’s a great way of showing you listen and care.”*

Tim Peckover, Content Marketing Manager at brand loyalty business [Smile.io](https://smile.io/), agrees. In his experience, the power of customer testimonials lies not just in what they say about a company’s products, but also the brand itself.

*“Reviews are powerful for health and beauty brands because of the social proof they attach not just to the brand, but to the quality of the products as well,” he says. “In today’s ecommerce world, health and beauty shoppers don’t just look for a fun and engaging brand, they also want products that are going to give them the results they want. Shoppers are looking for health and beauty brands that will become their go-to, and customer reviews show them how loyal other customers already are, and help turn potential shoppers into long-term brand advocates.”*

### Counting the cost of fake reviews

Reviews can represent a two-edged sword. On the one hand, as our research shows, they are the most trusted way for consumers to find out which goods experts and fellow shoppers rate highly.

However, if review systems are not properly overseen, they can provide a means through which an online business can try to appear more popular than it really is. Fake reviews are such a problem that nearly half (47%) of US consumers reveal they have been duped into wasting money on a health or beauty purchase by an inaccurate or fraudulent review (Figure 6).

Our research shows that the average American health and beauty shopper has wasted $39.6 in the past year – 9% have lost more than $100 over the same period.

This equates to 3.7% of their total spending on health and beauty, an industry worth $90bn in the US. That means a staggering $3.3bn is wasted every year due to fake reviews. That breaks down to $275m a month, or $63.5m a week or $9m every day.



Figure 6: How much money have you wasted on health or beauty products due to fake reviews?

Figure 6: (US Respondents) How much money have you wasted on health or beauty products due to fake reviews?

In the UK, more than a third of consumers (37%) have been duped into buying a product on the basis of inaccurate or fake reviews. The average shopper has wasted £19.7 in the past year alone (Figure 7).

This accounts for 3.3% of their spending on health and beauty products, which is a £9.9bn market in the UK. This means fake reviews lead to £327m of wasted expenditure each year, equivalent to £27m per month, £6.3m per week or just under a million pounds (£895,890) every day.


Figure 7: (UK Respondents) How much money have you wasted on health or beauty products due to fake reviews?

For Rebecca Hopkins, Founder of skincare brand [Balance Me](https://www.balanceme.com/), fake reviews are a common way for unscrupulous online retailers to try to hoodwink the public.

*“We find the occasional bad review on our site and third-party sites from purported customers that are difficult to verify and trace and we’re almost certain we didn’t actually sell them anything,”* she says.

*“When we investigate further we often find they can’t prove they’re a customer, even though we always offer to put things right. On third-party sites, such as Amazon, we can often see that they have left similar poor reviews on several other brands and then left a glowing review for a rival, often for a lesser known, non-high street brand. I suspect that there are individuals or businesses out there that provide this kind of service to less scrupulous brands but they are very hard to pin down, yet their comments can be quite harmful in the customer's eyes.”*

Hopkins also highlights the issue of non-authorized ecommerce businesses claiming to sell the company’s stock: *“We also have people using our brand name as a storefront in other markets, usually on third-party platforms. They seem to be able to get hold of some of our stock through the grey market and they then lift photos from our website. It’s very hard to police but we do what we reasonably can to stop it. It seems to be particularly prevalent where we are not actively operating in a specific market, such as America. We can’t be sure it’s definitely our products or not, we don’t know how old they are and, either way, consumers may not be buying from whom they think they are, and they won’t be getting our level of customer service or quality guarantee.”*

This issue is also of particular concern to Sarah Brown, Founder of Pai Skincare. She reveals the company spends hundreds of thousands of pounds protecting its formulas and the look and feel of its products. However, only a global giant, she believes, can afford to protect themselves in every market, regardless of how many sales they make in it.

She believes some businesses are ‘passing off’ counterfeit goods as original. The look and feel of their products and the packaging are copied, but the natural ingredients are not.

*“We have spent a dozen years building up a reputation for certified, natural products which are kind on skin,”* she says.

*“We run our own manufacturing and control our own supply chain to make sure every ingredient is stored and handled properly. Someone passing off our products will not do this and so the end result could well include skin irritants which are usually added to make the product last longer. It’s annoying. It’s damaging to our brand, but it also means people buying the product won’t get what they think they’re paying for and there’s a good chance it will cause skin irritation.”*

### Counting the cost of counterfeits

Wasting money is bad enough but the even more alarming impact of fake reviews for consumers is the purchase of counterfeit or poor-quality goods which damage their health. This risk is heightened when salons and stores are closed and people cannot talk to a professional for advice.

Nearly two in three (64%) American consumers have lost money in the past year by buying fake or poor-quality health and beauty goods (Figure 8). The average loss in the past year has been $43.9.



Figure 8: (US Respondents) How much money have you wasted in the last year because health or beauty products were poor quality or fake?

In the UK, there is a similar picture, with nearly half of consumers (48%) revealing they have bought poor-quality or fake beauty and health products (Figure 9). The average loss was £25.2 in the past year.


Figure 9: (US Respondents) How much money have you wasted in the last year because health or beauty products were poor quality or fake?

It is here that campaigners are particularly worried. Losing money to a counterfeit or adulterated product is one thing, but consumers are risking far more than cash. As Janet Nudelman, Director of the Campaign for Safe Cosmetics, reveals, there are very real risks of people inadvertently jeopardizing their health with these bad purchases.

*“We regularly hear horror stories about what happens when health and beauty products are counterfeited or tampered with using dangerous chemicals,”* she says. *“There was [a recent case](https://www.usatoday.com/story/news/health/2019/09/12/california-woman-coma-after-using-face-cream-tainted-mercury/2300376001/) of a woman in California ending up in a coma because the skin lightening cream she had bought contained mercury."*

*“This is only going to be made worse as the lockdown and recession lead to more stores closing and more people shopping online and buying products they’re not familiar with that could be counterfeit, especially because they can’t see or feel the packaging to get an idea of whether the product is real or not.”*

## Conclusion: social distancing and recession raise the stakes

Covid-19 did not create fake reviews and misinformation that are employed by unscrupulous ecommerce operators to sell counterfeit health and beauty products. Nor is it the sole reason why people waste money and risk their health by using goods of unknown origin.

However, industry experts agree that the lockdown and inevitable global recession have, and will, exacerbate the problem. The unprecedented global pandemic brings with it lower wages and the real risk of reputable retailers regularly running out of stock. This is happening because international supply chains are already strained and some manufacturers are heeding the call to switch production to hygiene products to support communities emerging from lockdown.

The risk goes beyond supply chains being stretched, of course. Consumers are having to make important purchasing decisions without any access to trusted professionals running boutiques. Even when salons reopen, capacity is reduced by social distancing requirements, meaning access to advice is not as available as before.

As Robert Myers, General Manager for Memberships at the Professional Beauty Association, explains, the public has to be vigilant when buying products without the advice of a trusted professional.

*“Consumers must be careful about where they purchase their professional salon products,”* he cautions.

*“Counterfeit products, phishing campaigns, defective inventory and other deceptive business practices are ever-present and a risk when going outside authorized channels. False claims have been an ever-present issue and we recommend seeking the advice of a licensed professional to select the best products and solutions.”*

So, who can the public turn to for advice if stores and boutiques are moving from closure to social distancing measures which restrict the number of people a professional can assist? As international supply chain challenges lead to legitimate online and physical retailers running out of stock, customers run the risk of being conned. Misinformation about a product’s authenticity and efficacy are rife, so too are fake reviews.

The result? Nearly one in two US consumers and just over one in three UK consumers feel they have lost money on the basis of fake reviews and misinformation.

The solution? As our research shows it looks like the public already knows where it can go for advice – reviews from experts and fellow consumers. The digital savvy public understands how ecommerce and online marketing works and it has placed its trust firmly in expert advice and social proof.
This means reviews are not only clearly the most trusted source of information, they’re nearly twice as highly trusted as the news. Retailer websites only have trust levels comparable to advertising. The same applies to social media.

In fact, the public is passing on some social media insight here that an industry so heavily reliant on celebrity endorsement really needs to listen to. Two in three consumers do not trust celebrity influencers highly. They are nearly four times more likely to trust one another, than a superstar.
Clearly, the public has spoken. Pop stars and actors are not the go-to source to differentiate between trustworthy brands and those relying on fake reviews and misinformation to sell counterfeit goods.

The public is looking beyond the hype and glamour of slick advertising, beautiful copywriting and well-known faces. It’s even looking beyond the words of praise laid out by journalists in news organisations.

Our research is clear. Consumers are placing their trust in one another.

### Methodology

London Research was commissioned by Trustpilot to carry out surveys of 1,000 nationally representative consumers in the US and UK in April 2020, while both countries were under lockdown during the coronavirus crisis. The research was conducted using a Toluna research panel. London Research also carried out a series of interviews for this report.

### Acknowledgments 

London Research and Trustpilot would like to thank the following people for their help in compiling this report:

- Gina Akers, TV and radio presenter, and wellness and beauty expert
- Sarah Brown, Founder, Pai Skincare
- Daniel Durose, Brand Marketing Manager, ManCave
- Rebecca Hopkins, Founder, Balance Me
- Robert Myers, General Manager for Memberships, Professional Beauty Association
- Janet Nudelman, Director, Campaign for Safe Cosmetics
- Tim Peckover, Content Marketing Manager, Smile.io
- Ed Saper, Director at Pai Skincare
- Meghan Stabler, VP of Global Product Marketing and Communications, BigCommerce
- Thomas Vermeulen, Head of Fraud Investigations, Trustpilot







2020 Consumer Report: Combating Misinformation in the Health + Beauty Sector

Ratings and reviews in above the line advertising

Above-the-line (ATL) advertising refers to more conventional media such as television, radio, print and billboards, as opposed to digital channels such as websites, online display advertising and email.

The research seeks to understand the importance of ratings and reviews in consumer decision-making at a more general level, as well as the value of using specific Trustpilot assets, such as the logo, stars, ‘TrustScore’ (Trustpilot's proprietary rating) and reviews.

The key findings of the research are as follows:

__Ratings and reviews are the most important sources of information in the consumer buying decision- making process __

A survey of 2,000 UK consumers carried out by London Research has found that ratings and reviews are the most important sources of information for consumers when they are in buying mode, ahead of a range of other digital and offline touchpoints including search engines, ecommerce platforms and television advertising. More than three-quarters of UK consumers (77%) regard customer reviews as ‘very important’ or ‘important’, while 74% attach the same level of importance to consumer ratings (i.e. scores or stars).
Consumers are most likely to regard ratings and reviews as ‘very important’ in the context of buying holidays / vacations (43%), followed by financial services products and retail products (both 41%), and lastly property (35%).

__Trustpilot increases consumer trust and the likelihood that people will buy from a brand__

The consumer survey shows a high level of awareness of Trustpilot in the UK market, with more than half of consumers (58%) aware of Trustpilot ratings and reviews. More than a third (36%) said they had written a Trustpilot review. More than three-quarters (76%) of Trustpilot-aware consumers said they agreed that a good Trustpilot score makes them more likely to trust a brand, while 72% said that a good score makes them more likely to buy from a brand. The Trustpilot logo is the most important driver of likelihood to buy, mainly via its impact on trust.

__Many brands are missing an opportunity to harness Trustpilot in their above-the-line advertising__

A separate London Research survey of advertisers within Trustpilot’s database found that only 8% of businesses are harnessing Trustpilot for their above- the-line advertising, compared to 84% who are using it on their websites. The overwhelming majority of advertisers (91%) who are either using or considering the use of Trustpilot in ATL advertising activity regard trust-building as a ‘major benefit’, while a further 7% see it as a ‘minor benefit’. The second most important business benefit cited by advertisers is the creation of a more customer-friendly brand, cited as a major benefit by just under three-quarters (73%) of business respondents.

## 1. The importance of ratings and reviews in the customer journey

In a world of declining trust in advertising, ratings and reviews have emerged as the most important sources of information in the consumer decision- making process, ahead of other touchpoints such as social media and search engines. Ratings and reviews are important drivers of trust which, in turn, drives consumer propensity to purchase. This section also looks at the relative importance of ratings and reviews in different sectors, including travel and retail.

Trust in online advertising has declined in recent years, with growing numbers of consumers becoming intolerant of ads due to disruptive experiences and an avalanche of often irrelevant information. It was estimated last year that 11% of the global internet population were using ad blockers1. Furthermore, international research2 published by Rakuten Marketing last year found that the majority of consumers associate online ads with fake news, a phenomenon that has done much to damage the credibility of information sourced online.

According to the Rakuten survey of 2,500 consumers in the United States, United Kingdom, France, German and Australia, 80% of respondents said that online advertising had not improved over time, on any device or platform.
The display advertising industry has also been tarnished by ad fraud, and its association with inappropriate and sometimes disturbing content, which can be damaging to a brand’s reputation. Brands including Adidas, Mars and Diageo withdrew campaigns from YouTube last year after their adverts featured on exploitative videos. A study by London Research3 published in January 2018 found that 79% of senior executives with responsibility for ad buying were worried about levels of transparency in programmatic display advertising (79%).

It is against this backdrop of increased cynicism that customer ratings and reviews have become an increasingly vital source of information for consumers when they are interested in purchasing a product or service from a brand. Retailers and other brands have become mindful that shoppers can easily and quickly compare brands by cost, quality and customer experience, making it more difficult to stand out from the online competition.

As consumers, we often want reassurance that we are buying from a trusted brand and also that the product or service has been well received by others. If ratings and reviews are positive – and, crucially, also perceived to be authentic – then this kind of social proof can often be the tipping point for making a decision to purchase something. Research by BrightLocal4 has shown that 91% percent of people read online reviews, and 84% trust online reviews as much as a personal recommendation.

__Our research__

With this context in mind, a key objective of this proprietary research was to explore in more detail the relative importance of consumer-generated ratings and reviews in the purchase decision-making process, compared to other digital and traditional media touchpoints.

Figure 1

Customer reviews and consumer ratings emerge as the most important sources of information when consumers are interested in buying something (Figure 1). More than three-quarters of UK consumers (77%) regard customer reviews as ‘very important’ or ‘important’, while 74% attach the same level of importance to consumer ratings (i.e. scores or stars).

Over the last few years the customer journey has become increasingly complex and non-linear, with consumers often engaging with multiple online and offline touchpoints - often across multiple devices - before they make a decision to purchase something.

After consumer ratings and reviews, the next most important touchpoints in influencing a buying decision are search engines (e.g. Google or Bing), company websites and more generic ecommerce sites such as Amazon, which consumers routinely visit for information in the build-up to purchasing something. Separate research by BloomReach5 shows that consumers in the US are actually now more likely to start their product searches on Amazon than on Google.

It is important to note that not all these touchpoints are mutually exclusive. Ratings and reviews can themselves feature across other touchpoints, such as search engine results pages, company websites, within email campaigns, and on sites such as Amazon which sell products from multiple brands. In an offline context, the main focus of this research, they can also feature across offline channels such as direct mail and TV advertising.

This study finds that direct mail, social media, TV advertising and online display advertisements are the least important touchpoints when consumers are interested in buying something. That is not to say that they are not important for building brand awareness, with seeds of interest in products and services often planted sub-consciously. But there is no escaping
the fact that consumers regard these channels as less influential when they are on the cusp of making a purchasing decision.

Figure 2 shows the different touchpoints mapped against both their perceived importance (i.e. based on the percentage of respondents regarding them
as ‘very important’) and their impact on propensity to buy. The latter is determined through multivariate regression modelling, with the scores on the x-axis representing rescaled weightings for each touchpoint based on answers to a question relating to their likelihood to buy. As the chart suggests, marketers should be paying particularly close attention to promoting the touchpoints in the top-right quadrant, namely ratings and reviews, when it comes specifically to driving purchase intent.

While other touchpoints are not as strongly correlated to propensity to purchase, they can of course play an important ‘upper-funnel’ role in the customer decision-making journey, for example by raising awareness in brands and their products and services, most obviously in the case of brand advertising conducted through TV and online display media.

Figure 2

When it comes to influencing their decision to buy something, two of the least important channels from the perspective of consumers are direct mail and TV advertising. The statistical analysis confirms that they have relatively little impact on likelihood to purchase, and this reflects their diminishing importance as lower-funnel drivers of purchase in the digital age.

After ratings and reviews, search engines and social media are found to be the next most important drivers of purchase. Consumers are much more likely to acknowledge the importance of search over social because the former typically features much more prominently when consumers are in buying mode.

Research by marketing technology company Pardot has found that 70% of buyers return to Google at least 2-3 times during the course of their research, to get deeper and more detailed information6. According to a consumer study by Forrester, 74% of consumers use search engines for consideration and purchasing.

The same Forrester7 research found that social, while it doesn’t match search for volume, does provide impactful and trusted information to customers while they are engaged in shopping behaviour. Their study showed that 43% of consumers were influenced by a company’s social post when shopping, and 30% reported that they were influenced by paid social ads.

____

Based on our research, marketers seeking to convert consumers into customers should focus on touchpoints in the ‘promote’ top-right quadrant shown on Figure 2, namely ratings and reviews. Those touchpoints in the left-hand quadrants should be maintained and monitored. 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, and then invest accordingly.

Companies should also consider how they can do more to harness the power of ratings and reviews across other touchpoints, including offline touchpoints such as television and direct mail. As we shall see later in the report,
relatively few companies are using Trustpilot ratings and reviews in their above- the-line advertising or direct marketing.

____

Figure 3

__Comparing the importance of ratings and reviews for different types of purchase__

Figure 3 shows the relative importance of ratings and reviews across four particular categories. Consumers are most likely to regard ratings and reviews as‘very important’ in the context of buying holidays / vacations (43%), followed by financial services products and retail products (both 41%), and lastly property (35%).

The value of positive reviews for travel companies such as hotels and travel firms cannot be overstated, given the emotional importance consumers attribute to booking a holiday they can look forward to, and the amount of money often associated with this type of purchase.

Separate Trustpilot research8 found that 64% of consumers consider a company’s reviews before booking a vacation with them, and over one-
third (39%) say that they consider those online reviews more powerful when booking a trip than a recommendation from a friend or family member.

As with booking travel, the purchase of financial products and services can also represent a significant financial outlay, also commonly resulting in thorough due diligence for consumers before they take out a particular product. As can be seen in the chart, in the context of finance-related products, almost three- quarters (74%) of consumers describe good reviews as at least ‘important’.

An even greater proportion of consumers (78%) regard good customer ratings and reviews as being very important or important in the purchase of retail products, and (as we shall see later in the report) the ubiquity of reviews written and read by consumers provides further evidence of their influence.

While consumers also value reviews in the context of property, the customer experience typically relates to estate agents or online property websites, rather than the actual properties being purchased themselves. That probably explains why this sector lags slightly behind the others when it comes to
the influence of positive reviews, though two- thirds (66%) of consumers still regard them as at least important when considering property-related purchase decisions.

It is important to note that ratings and reviews are not restricted to these categories, with consumers turning to reviews for a range of products and services, covering everything from buying a car to booking a plumber or choosing a doctor.

## 2. Consumer awareness of Trustpilot and brand assets

Trustpilot has significant recognition in the marketplace among consumers. A survey carried out by London Research shows a high level of awareness of Trustpilot in the UK market, with more than half of consumers surveyed aware of Trustpilot ratings and reviews. More than three-quarters (76%) of Trustpilot-aware consumers said they agreed that a good Trustpilot score makes them more likely to trust a brand, while 72% said that a good score makes them more likely to buy from a brand. In the context of various Trustpilot assets, the logo is the most important driver of likelihood to buy, mainly via its impact on trust.

Trustpilot, founded in Denmark more than ten years ago, has emerged as a leading ratings and reviews platform with significant traction and recognition in the marketplace among both consumers and businesses. Consumers leave more than one million reviews on the platform each month, and the site is now ranked by Alexa as a top-100 UK website. There are now more than 40 million online Trustpilot reviews, with more than 200,000 businesses reviewed.

The consumer survey carried out by London Research shows a very high level of awareness of Trustpilot in the UK market, with 58% of 2,000 consumers surveyed in January this year saying that they are aware of Trustpilot ratings and reviews.

As well as exploring the relative importance of different touchpoints during the customer journey, the consumer survey also contained questions specifically about Trustpilot. Of those UK consumers who said they were aware of Trustpilot, more than three-quarters (76%) said they either ‘strongly’ (28%) or ‘somewhat’ (48%) agreed that a good Trustpilot score makes them ‘more likely to trust a brand’ (Figure 5).

Figure 5

Furthermore, 72% of Trustpilot-aware consumers said that a good Trustpilot score makes them ‘more likely to buy from a brand’, including 28% who strongly agreed and 44% who somewhat agreed.

Just as consumers are encouraged to buy from brands with good ratings, the reverse is also true. Consumers are discouraged by poor reviews. The survey also revealed that the majority of Trustpilot- aware consumers (54%) are unlikely to buy from a brand with a poor Trustpilot rating, defined as 0, 1 or 2 stars. Four in 10 consumers (40%) said they were ‘not very likely’ to buy something from a brand with a low rating, and 14% said that they were ‘not at all likely’ to do so (Figure 7).

The reality is that consumers will still buy products with poor ratings. For example, consumers will see that negative reviews may relate to specific features, services or types of design or product functionality which don’t matter to them.

However, as the research shows, poor ratings can significantly reduce confidence in the likelihood that consumers will make a purchase, especially if there are products and services available from other companies with better ratings.

The popularity of Trustpilot reviews is further highlighted by the proportion of consumers who have written a Trustpilot review. More than a third (36%) of Trustpilot-aware consumers said they had done so.

Figure 7

__Trustpilot brand assets and consumer recall__

The final element of the consumer survey was aimed at establishing the level of recall for different Trustpilot brand assets in adverts, including the logo, stars, reviews and the Trustpilot score (TrustScore).

For the uninitiated, consumers can leave a Trustpilot star rating from one to five stars. As explained earlier, the TrustScore (out of 10) is a related metric which takes into account star ratings, but also includes other factors such as the number and age of reviews. There is more information about TrustScore and its formula on the Trustpilot website.

As shown in Figure 9, the most recognised Trustpilot brand asset is the stars, cited by 42% of Trustpilot-aware consumers as something they can recall seeing in adverts featuring Trustpilot, closely followed by the Trustpilot logo (40%). A third of consumers (33%) recall seeing reviews in adverts, while just under a third (30%) remember seeing the TrustScore.

Figure 9

__Trustpilot drives trust, which increases propensity to buy__

On behalf of London Research, Bottom Line Analytics carried out structural equation modelling to understand in more detail the direct and indirect impact that different visual elements of the Trustpilot brand have on consumer trust for brands and propensity to buy.

A key finding of this research is that the Trustpilot logo and other brand assets drive both trust and also the likelihood that they will purchase something. Our statistical analysis found that the Trustpilot logo is the most prominent driver of trust, and closely linked to Trustpilot stars which are more of an ‘enabler’ than an actual driver of trust. The second biggest driver of trust is reviews from customers.

With regards to purchase intent, trust is by far the largest driver. The Trustpilot logo and other components of authenticity are relatively less important in driving purchases, but are important antecedents of trust, and, by extension, likelihood to buy.

Keeping in mind their importance for driving trust, advertisers should experiment with different combinations of Trustpilot visual assets, and also look to include reviews where the nature of the creative assets allows.

Figure 11

Figure 11 shows as rescaled percentages the impact of each Trustpilot asset on propensity to buy, an action which ultimately all companies harnessing Trustpilot assets are attempting to drive. The left-hand side of the chart shows the combined percentages for both direct and indirect impact, while the right-hand side of the chart shows the breakdown for ‘indirect’ and ‘direct’ impact.

To reiterate, the Trustpilot logo is the most important driver of likelihood to buy, but this is mainly via its impact on trust. After doing its job of driving trust, it has relatively little impact in the subsequent purchasing decision. At the buying stage, although it was seen that ‘trust’ itself is far more important as a driver, the TrustScore and stars assume greater significance, while the reviews (like the logo) assume less significance.

The survey also found that consumers remember seeing the Trustpilot logo and stars in advertising, with television emerging as the channel where consumers have by far the greatest recall (27%), versus 14% for print in second place, and outdoor advertising (13%), in third place.

In the next section of the report, these findings will be compared with the advertisers’ view on which offline channels are being used to feature Trustpilot.

## 3. The business perspective-advertisers missing the opportunity to build a trusted and customer-centric brand

London Research also carried out a survey of advertisers to understand the extent to which they are using Trustpilot in their above-the-line marketing activities, and what they perceive as the benefits of embracing this reviews platform. Many companies are missing out on an opportunity, with only a small minority of businesses surveyed using Trustpilot in their ATL campaigns. The advertisers surveyed regard the ability to build trust as the most significant benefit of using Trustpilot in their advertising. This section also includes viewpoints from some of the brands using Trustpilot in their advertising, including Glasses Direct, Lending Stream and PlantShed.

As well as exploring consumer attitudes to ratings and reviews and, more specifically, Trustpilot, London Research also sought to understand how advertisers are harnessing Trustpilot in their above-the-line marketing activities, and the benefits of embracing this reviews platform.

It is clear from Figure 13 that many companies are missing out on the significant opportunities afforded by the use of Trustpilot in above-the-line advertising. Only 8% of those businesses surveyed - predominantly advertisers using Trustpilot - are using Trustpilot in their ATL campaigns, compared to 84% who are using it on their websites.

The majority of companies surveyed are also using Trustpilot on social channels (56%) and in email marketing campaigns (54%). When it comes to
offline marketing, advertisers are much more likely to be using Trustpilot in direct mail, with a quarter (25%) saying they are doing this and another quarter (25%) considering this.

Only 14% of consumers recalling seeing Trustpilot in print marketing (direct mail), compared to 27% who recall seeing Trustpilot in television adverts.
Although 16% of advertisers are considering the use of Trustpilot in ATL activity, the high percentage of advertisers saying they have no plans to use Trustpilot in this way (76%) suggests a lack of awareness about the opportunities.

Figure 13

__Why advertisers aren’t using Trustpilot in this way__

A third of advertisers (33%) say they simply ‘haven’t got around to it yet’, while around a quarter (24%) say they ‘haven’t previously considered it’.
Interestingly, relatively few advertisers say that they are not using Trustpilot in their ATL advertising because their TrustScore isn’t high enough (only 7%), suggesting that this isn’t a significant barrier for the vast majority of businesses. Similarly, only 7% of businesses point to a lack of awareness of Trustpilot in their markets.

It should be noted that the vast majority of those saying ‘other’ (31%) say that they are not doing above-the-line advertising, with their focus purely on digital marketing activity.

Figure 15 shows in what types of above-the-line advertising businesses have included Trustpilot, though a small sample size of 29 companies for those using Trustpilot in ATL marketing campaigns should be noted.

There is more emphasis on print (60%) and outdoor (44%), than there is on television (36%), a channel where there is more than twice as much consumer recall than there is for print and outdoor (27% for TV compared to 14% for print and 13% for outdoor advertising).

The use of Trustpilot in radio advertising or podcasts (12%) is small compared to other offline channels, aligning with lower consumer recall for radio or podcasts (9%).

Figure 16

Figure 15

The vast majority of advertisers leveraging Trustpilot are using the Trustpilot logo and stars (92%). More than half (60%) say they have used their TrustScore, while 48% say they have included excerpts from Trustpilot reviews in their ATL campaigns.

This is more or less in kilter with the consumer recall shown in Figure 9, though consumers are marginally more likely to remember seeing reviews (33%) than the TrustScore (30%).

When it comes to including reviews in their adverts, for some brands there may an issue of over-cluttering their creative where ‘real estate’ is at a premium. As was seen in Figure 15, 13% of advertisers not using Trustpilot in their ATL advertising said the primary reason was that they didn’t want to dilute their creative or clutter their adverts.

__Voice of the advertiser – the benefits of using Trustpilot__

Trustpilot ratings and reviews are harnessed by many companies across a range of different business sectors for a variety of reasons, ranging from the desire to create a more customer-friendly brand through to more immediately commercial outcomes such as increased revenue from both online and offline sales.

The importance of ratings and reviews in helping to build trust among consumers is underscored by Figure 17. This shows the relative importance of a number of business benefits for companies in the context of their offline marketing activities. More than nine out of ten advertisers (91%) either using or considering the use of Trustpilot in ATL marketing activity regard trust-building as a ‘major benefit’, while a further 7% see it as a ‘minor benefit’.

A good example of a brand relying heavily on consumer trust is MyOptique Group, which is the company behind Glasses Direct, a leading retailer of glasses online. With a 9.4 TrustScore based on more than 65,000 reviews for Glasses Direct, the company regards this validation as particularly important due to the relatively small proportion of prescription glasses purchased online compared to many other types of product.

According to Jonathan Zetlaoui, Head of Customer Experience and Analytics, MyOptique Group, building trust is critical to business success: “Trust is key to MyOptique Group, especially for prescription glasses. Indeed, they are both a fashion accessory one wears every day, and a medical device. Emphasising our USPs - like free Home Trials and free returns - is important to build that trust; so are customer reviews. Ultimately, our customers are our best advocates.”

The second most important business benefit through the lens of advertisers is the creation of a more customer-friendly brand, cited as a major benefit
by just under three-quarters (73%) of business respondents. For many companies aspiring to become more customer-centric, ratings on trusted third-party sites such as Trustpilot can become a key performance indicator for assessing whether they are providing a better customer experience.

Lending Stream, part of GAIN Credit (formerly known as Global Analytics), is another good case study of a brand that has sought to differentiate itself through great CX. They are currently using Trustpilot in television advertising and direct marketing as part of a rebranding exercise which is aimed at cementing the brand’s position as a customer experience leader in the loans sector. 

Very much a data-driven organisation, the company has metrics and remuneration schemes based on its Trustpilot score which has become a core business goal. Alex Woodcraft, GAIN Credit’s Head of Customer and Market Insight, explains: “Our use of Trustpilot in our advertising is about building trust with the consumer - a high TrustScore shows that you will get a good user experience ... We will be using Trustpilot as a cornerstone in our ‘customer delight’ activities.”

PlantShed is another company that has embedded Trustpilot at the heart of its culture; According to the US-based florist’s Ecommerce Director, Ilias Iliadis, the authenticity of Trustpilot reviews is crucial. He told London Research: “Trustpilot has helped a lot with our online strategy because of the credibility it gives. We know that people feel more comfortable because Trustpilot is a well-known brand for reviews... It’s difficult to get good reviews on Trustpilot because they are real. Customers can see the difference.”

According to some brands interviewed for this report, Trustpilot has gone from being a differentiator used by disruptive brands with a customer-centric focus, to more of a ‘hygiene factor’ embraced by brands that recognise that a healthy Trustpilot score and critical mass of positive reviews are a necessity rather than a ‘nice-to-have’.

__The impact on harder metrics__

While brand and customer experience objectives are more top-of-mind for businesses considering the benefits of using Trustpilot in above-the-line advertising, advertisers are also very aware of the positive impact of the association on harder commercial metrics.

Evidence of the upside can be challenging for most companies to quantify with hard data, due to the difficulty isolating the specific impact of Trustpilot as part of their above-the-line advertising campaigns. Many advertisers have put their faith in Trustpilot because of qualitative input they receive from their customers about the importance of ratings and reviews, and also because of the upside they have seen when they use Trustpilot on digital campaigns, which are typically easier to measure, test and optimise.

Despite the challenges associated with quantifying the benefit, three in five advertisers surveyed (60%) point to improved online conversions as
a major benefit, while more than a third report an improvement in offline conversions (36%) as significant upside.

In the case of digital conversions, this shows the extent to which brands are taking a holistic approach to their advertising campaigns, with the use of offline advertising to promote ecommerce now very much part of a mainstream approach to marketing. The ability for brands to measure the uptick in online activity - for example the immediate impact of a TV ad on search and website activity - has accelerated this process.

Advertisers also recognise that the use of Trustpilot in both online and offline marketing can help them to integrate their digital and traditional activities, with 42% citing this as a major benefit, and a further 43% saying it is a minor benefit.

## 4. Conclusions

This section summarises the key findings of the report, and also contains some recommendations for advertisers about the implications of the research.

There is a significant opportunity for many businesses to harness the power of ratings and reviews in their above-the-line advertising campaigns, to complement how many businesses are already embracing this approach on their websites and through other digital channels such as email, search and social.

This research highlights the importance of ratings and reviews for building trust during the customer journey, and for increasing consumers’ propensity to buy. Among UK consumers, ratings and reviews are shown to be easily the most influential touchpoint in influencing their purchase decisions, ahead of a range of both digital and offline channels.

Consumer awareness of Trustpilot ratings and reviews stands at 58%. More than three-quarters (76%) of Trustpilot-aware consumers agreed that a good Trustpilot score makes them more likely to trust a brand, while 72% said that a good Trustpilot score makes them more likely to buy from a brand.
Despite the importance that most consumers attach to positive ratings and reviews, high levels of Trustpilot awareness, and good levels of recall for seeing Trustpilot brand assets in adverts (particularly on television), relatively few businesses are currently leveraging Trustpilot in their above-the-line advertising campaigns.

This is surprising as companies recognise the benefits of using ratings and reviews platforms to help improve trust, and to help cement the idea that they are customer-friendly.

Advertisers should seize the chance to mitigate rising scepticism for advertising by including consumer ratings which give their adverts more authenticity.

By including ratings and reviews in their digital and offline marketing activities, advertisers can present a more integrated and customer-friendly impression of their brands, which is ultimately likely to make them more commercial successful.

__Methodology__

London Research was commissioned by Trustpilot to carry out a survey of 2,000 nationally representative UK consumers in January 2018. The survey included questions about sources of information and touchpoints used during the buying process, and also specifically about Trustpilot. Of those people surveyed, using a Toluna consumer research panel, 1,162 (58%) said they were aware of Trustpilot ratings and reviews.

Further statistical analysis was carried out on the consumer survey data by London Research partner Bottom-Line Analytics, in order to gain a deeper understanding of the relative importance of different touchpoints in the customer journey, and also to understand the role of different Trustpilot brand assets - such as the logo and stars - in driving brand trust and propensity to purchase.

Additionally, an online survey of more than 300 businesses was carried out in December 2017 and January 2018. The survey was fielded to companies within Trustpilot’s international database of advertisers, predominantly including businesses already working with Trustpilot. Businesses using Trustpilot in above-the-line advertising were asked further questions. 

Senior executives at a number of brands were also interviewed in order to understand in more detail how they leverage the Trustpilot brand and assets in their above-the-line marketing activities.

Ratings and reviews in Above The Line advertising 

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Report: The critical role of reviews in Internet trust- How different types of online reviews create and damage consumer trust

Today’s cultural meme is one of failing trust. Whether it’s the authorities and institutions at the core of our society, technology companies trying to build and potentially break the internet, or the brands that people buy every day — we don’t know who or what to trust. However, one thing remains unwavering: the trust we hold in our peers.

### But what exactly do consumers want to see from reviews and review platforms to help them make better decisions?

Reviews have become ubiquitous, a guiding light when making purchasing decisions online, helping consumers tap into the views of ‘the many’ and providing brands with an opportunity to earn trust through the recommendations and opinions of others.

Trustpilot recently commissioned behavioural insights and research agency Canvas8 to explore further what role reviews play in Internet trust. The following report provides rich data from over six thousand respondents in the US, UK and France, as well as expert commentary from two leading academics and covers the following:

- Do consumers still have trust in brands?
- Which reviews or review environments create consumer trust, and which damage it?
- What should brands look for when using reviews?
- What will happen next in the review space?

__Sound interesting? Download "The critical role of reviews in Internet trust" today for free - enter your details to receive the US version of the report, as well as a Global version.__

### From the report introduction

As trust in society is eroding and people come to put their faith in the anonymous reviews of strangers, attitudes towards trust are impacting people's decisions and behaviour. 

In order to better understand Internet consumer trust, Trustpilot commissioned independent behavioural insights practice Canvas8 to explore what consumers value online and how reviews impact their behaviour. The following report illustrates the insights that emerged (...)

The critical role of reviews in Internet trust

the psychology behind trust signals - trustpilot

Social proof — reviews, social likes, online mentions, and testimonials for products, services, or brands — has a powerful psychological effect on customers. Because the feedback comes from other consumers, not the brand itself, the positive messaging surrounding a product or service can be perceived as more authentic and trustworthy. Consumers see social proof as an endorsement from their peers saying that the company, service, or product is great, and that the overall customer journey has satisfied previous shoppers. 

__So when customers see trust signals — visual representations of social proof such as badges, ratings, reviews, and logos — it understandably elicits a strong influence on shopping behaviour. __

According to our recent research, almost all consumers (98%) could identify at least one type of trust symbol that increased their likelihood to make a purchase. 

If brands want to effectively turn interested prospects into paying customers, they need to take advantage of external validation in order to influence potential customers, and understand how social proof impacts the way consumers make purchasing decisions. 

To find out exactly how social proof influences the purchasing process and which trust signals are the most important, we surveyed nearly 1,700 consumers across multiple regions (United States, United Kingdom, Australia, and many European countries) and generations (baby boomers, Gen Xers, millennials, and Gen Zers), and found that: 

- An average of sixty-six percent of customers said the presence of social proof increased their likelihood to purchase a product. 
- Positive star ratings and reviews were the most important trust symbol. Eighty-two percent said it made them more likely to make a purchase. 
- Positive star ratings and reviews on the homepage were the trust signals most likely to drive customers to make a purchase (86%). Positive star ratings and reviews on a product page were the second most likely, influencing 85% of customers. 
- Customers prefer different trust signals throughout the buying journey. Media mentions (52%) and endorsements from public figures (50%) were effective when customers performed initial online research, while testimonials (60%) and star ratings and reviews (50%) were effective when customers compared different retailers.

Want to learn more? Let’s dive deeper into the research to see which signals are most important to consumers, and how the appearance of signals affects different demographics during the purchasing process. 

## Breaking down how social proof influences consumers 

At one time, brands could use ads to inform consumers, build trust, and drive customers to buy. But this is no longer the case. Consumers are increasingly aware of and, therefore, [unaffected by ads](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say), and it is this change that led to the rise of user-generated content and huge influence of social proof.

__Customers used to rely solely on advertisements and word of mouth when determining what to purchase. Now, they also look to social proof.__

There are four primary principles of social proof that influence customers in ways that ads can’t (and never could):

- __[Uncertainty](https://www.sciencedaily.com/releases/2019/04/190422112746.htm)__: Customers look to social proof for guidance when they are in unfamiliar situations. 
- __[Similarity](https://blog.consumeraffairs.com/why-consumers-trust-each-other-more-than-brands-908a440ed8d7)__: Customers gather and use feedback from sources and people they personally relate to.
- __[Expertise](https://psychology.iresearchnet.com/social-psychology/personality/expertise/)__: Customers value opinions and verification from people who are more knowledgeable or experienced than themselves.
- __[Number](https://www.bakadesuyo.com/2013/06/robert-cialdini-influence/)__: Customers consider the number of satisfied customers before them, and the resulting trust signals they find, as a reason to buy or walk away. 

Social proof has technically been around since the [dawn of marketing](https://www.google.com/url?q=https://business.trustpilot.com/reviews/what-is-social-proof-and-why-is-it-important-for-marketing&sa=D&ust=1559573881230000&usg=AFQjCNFXhlDlpr_s_Q3L59dcHyRui49DMw). Quotes from happy customers have been appearing on marketing materials as long as marketing materials have been produced. 

But today, social proof is more influential than ever because sharing our own experience and reading about others’ experiences is a native element of life online. Customers need help with their purchasing decisions, and social proof offers the authentic, transparent guidance that customers want and crave. 

This is why 98% of customers could identify at least one trust symbol that would increase their likelihood to buy.

Our data only confirmed that social proof strongly influences consumers, but it also showed that some trust signals influence customers more than others.




The Most Effective Trust Signals

The most effective trust signals

## In the eyes of shoppers, some trust signals mean more than others

Of all of the trust signals mentioned, reviews, star ratings, and testimonials are the most important to customers. __Positive star ratings and reviews ranked as the most effective (82%)__ followed by positive star ratings alone (79%), and positive customer testimonials (78%).

On-site badges were the next most influential trust symbol. Customers were more likely to purchase when they saw an approved or authorised seller badge (77%), or a safe checkout badge (76%). 

Interestingly, the power of social proof appears to be universal. __Customers all over the world were similarly influenced by trust signals__. Overall, the region where a consumer lived didn’t significantly impact the way he or she was influenced by signals. Social proof was slightly more effective among Australians and Americans, but Europeans weren’t far behind. 

That said, our research did find that generational differences do impact the overall influence of trust signals. 


the effectiveness of trust signals when making a purchase

trust signals and influence on purchases

## Tailoring trust signals to customer demographics

Our survey results revealed an interesting pattern: the younger customers are, the more likely they are to be influenced by trust signals. In fact, there was a significant gap between Gen Zers, the youngest generation of consumers, and the other generations. In fact, 72% of Gen Zers were more likely to purchase based on social proof versus 66% of millennials, 65% of Gen Xers, and 63% of baby boomers. 

This data shows that __trust signals are becoming even more important__, as the next generation of shoppers clearly embraces them more than past consumers, and continues to age into greater spending and purchasing power. 

The different generations not only value social proof with varying degrees of importance, but they also value different types of trust signals. Baby boomers were more responsive to safe checkout badges than the other generations, showing they value security when purchasing online, which could indicate an enduring air of skepticism around life online that is noticeably absent in digital natives. In contrast, Gen Zers were much more receptive to media publisher quotes, influencer endorsements, social media metrics, and endorsements from public figures, showing they value third-party opinions from individuals over institutions.

As a brand, it’s essential to __understand who your customers are__ so you can identify and share the trust signals that matter most to them. 


the most effective location to use each trust signal

The most effective locations for trust signals

## How trust signals influence shoppers at each touchpoint

So far, we’ve established that social proof has a strong influence over customers, and this influence affects the way they think while determining if they want to buy from a brand. 

Even __where a trust symbol is viewed within the customer journey can influence the way a shopper thinks about his or her potential purchase__. In our study, we used A/B testing to show different combinations of trust signals in locations where a consumer might encounter a trust symbol during the purchase process: marketing emails, digital advertisements, and on the retailer’s home or product pages

We found that no matter where they appear in the journey, __star ratings, reviews, and testimonials made customers more likely to make a purchase__. Customers were most likely to make a purchase when they saw a positive star rating and reviews on the homepage (86%) and product page (85%), although reviews were also impactful in email ads, Facebook ads, display ads, and checkout pages as well. 


trust signals in the buying process

When are trust signals best to use?

## Using trust signals in the right place, at the right time

No matter the industry, all marketing efforts seem to __work better when they feature trust signals__. However, it’s important to note that __they can work differently at different stages of the purchasing funnel__. Customers look for — and value — different elements of social proof as they work their way closer to a purchase. 

Media mentions and public figure endorsements were perceived as most beneficial early in the buying process. Next, customers valued testimonials and star ratings while they shopped around and compared different brands. Then, once a consumer was ready to buy, authorised seller badges became the most effective trust symbol.

For a trust symbol to work effectively, it needs to be delivered to the right audience, and __used at each stage of the buying process,__ in order to give customers the sense of transparency they need to feel comfortable making their final purchase.

## Trust signals make the buying decision easy

Customers no longer base their purchasing decisions on what they hear and read in ads. In fact, they can often tune out these messages completely. In our networked and logged on culture, messaging from a company no longer provides customers the information and proof they need to trust a brand and buy from them – social proof and trust signals do. 

The ability to optimise one’s use of trust signals can even be seen between promoting a product or service. Although trust signals were comparably beneficial for both, positive star ratings saw slightly higher influence when paired with a product offering, while approved and authorised seller badges gave customers the ease of mind to consider a service offering.

Social proof, especially authentic third-party reviews and ratings, are now one of the most influential forces that guide customers as they make purchasing decisions. With __98% of customers saying they could identify at least one type of trust symbol__ that increased their likelihood to make a purchase, these factors influence consumers all across the world, in all generations, and all stages of the buyer’s journey. 

If you want your brand to stay competitive in your market, attract new consumers, and effectively turn interested prospects into paying customers, you need to take notice. 

Create a plan to give customers what they need to feel comfortable buying from you. __Start building social proof elements that consumers want, need, and trust__. 

Reviews and ratings are a great place to start. [Trustpilot](https://uk.business.trustpilot.com/reviews) can help you collect feedback that you can easily show off throughout the marketing funnel, making the purchasing decision as easy as possible for your customers. 

Built on honesty and transparency, Trustpilot is the people's choice for reviews. With over 300,000 businesses reviewed and 1.1 trillion ratings and reviews displayed in Google annually, companies use Trustpilot to create customer confidence and increase conversions by leading with reputation everywhere shoppers are looking. 



### Methodology

We collected responses from 1,697 consumers on questions related to their shopping behaviour and the influence of social proof signals. 30% of respondents lived in the United States, 30% lived in the United Kingdom, 9% lived in Australia, and 32% lived in other European countries.

### Limitations

Many other factors influence the shopping behaviour in relation to social proof. While we included many of these factors, every individual chooses to purchase a product based on his or her personal reasons. This study is based solely on means and self-reported data. No statistical testing was performed and as such, this data is exploratory.

### Fair Use Statement

Know a company leader looking to improve or begin building his or her online reputation? Please feel free to share the results of our study with them for noncommercial purposes. We also ask that you link back to this page to give credit to its authors. 

### Sources

https://fs.blog/2009/09/mental-model-social-proof/
https://www.sciencedaily.com/releases/2019/04/190422112746.htm
https://psychology.iresearchnet.com/social-psychology/personality/expertise/
https://www.bakadesuyo.com/2013/06/robert-cialdini-influence/
https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say
https://business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing
https://www.fastcompany.com/3030044/how-to-use-the-psychology-of-social-proof-to-your-advantage
https://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/
https://www.impactbnd.com/blog/whats-changed-with-social-proof-in-2019
https://grist.org/article/2010-01-12-never-mind-what-people-believe-how-can-we-change-what-they-do/
https://www.psychologytoday.com/us/blog/good-thinking/201602/how-get-people-change-their-minds



Why and how social proof and trust signals influence consumers

The psychology behind trust signals: Why and how social proof influences consumers

the importance of social proof in fintech trustpilot report 2019

The challenge is not just a technological one. They need to convince customers to switch from the wellknown names they are familiar with, by soliciting, and then displaying, positive ratings and reviews.

When London Research and Trustpilot surveyed start-ups and scale-ups, the conclusion was very clear. Customer experience is seen as the most important differentiator for emerging brands, ahead of product innovation.

This is because good ratings create a virtuous circle through which delighted customers encourage new users to sign up. This makes the fintech more investable, which then funds feature improvements which encourage more customers to sign up and rate the service highly.

The survey of 143 start-ups and scale-ups found that:

- More than a third (35%) find ratings and reviews ‘critical’ for converting prospects into new customers, and a further 57% said they are ‘important’ or ‘quite important’.
- Nearly a third (31%) believe that positive reviews and social proof are critical for generating interest from investors, and a further 52% said they were important.
- Around a fifth (21%) of those surveyed have been asked by investors to provide customer centricity proof points such as ratings and reviews, and a further 43% have proactively provided this information.
- More than half (52%) advertise their customer ratings on their websites, while 46% take to social media and nearly a third (31%) use email to display ratings.
- Around two-thirds (65%) of those surveyed strongly agree that they have built their business around an understanding of what customers really need.

The key for start-ups and scale-ups is to engage with and manage the review process, to make sure the resulting rating accurately reflects customers’ opinion of the business. This doesn’t mean removing bad reviews from view, since occasional criticisms reassure users that the good reviews are genuine.

As noted above, they also provide crucial feedback for improvement. Companies should be actively soliciting reviews from their customers, and use them to their advantage by funnelling that information back into the business to improve processes, products and services. The opportunity for a five-star rating is too important to be left to chance.

## Introduction

According to [KPMG](https://home.kpmg/uk/en/home/media/press-releases/2019/02/uk-remain-leader-in-fintech-investment-but-loses-global-crown.html), fintech investment across the world doubled to $111.8 billion in 2018, with the US, China and the UK leading the way. In the UK alone, total investment in fintechs in 2018 was almost four times higher than 2017 levels ($20.7 billion versus $5.6 billion).

These record-setting levels of investment show there is a clear appetite to try new services and fund them, but it means standing out in a crowded marketplace is a major challenge.

The ultimate aim of fintech start-ups and scale-ups is to repeat the success of a company like TransferWise. It has signed up more than five million users since launching in 2011 and, through its latest round of funding, saw its [market valuation double to $3.5bn](https://www.ft.com/content/812966e4-7bb2-11e9-81d2-f785092ab560) in May 2019.

A key element of TransferWise’s strategy was to use the ratings from its customers to demonstrate to potential investors it was meeting an unfulfilled need. This report is based on research conducted for Trustpilot by London Research, which shows that this type of social proof is increasingly used by fast-growing businesses, including those in the fintech sector, to show investors that they are highly investable, as well as to gain traction among customers.

The research also shows that companies are using ratings and reviews to improve their customer experience, and innovate on their products and services.

## Section 1: Building customer trust through social proof

Every disruptive start-up or scale-up needs to leverage consumer dissatisfaction with the way things are traditionally done in their sector, and channel it into engagement with their own challenger service.

These relatively small but ambitious companies are at an obvious disadvantage compared to globally known brands with huge advertising budgets. They are also competing against all the other start-ups in their sector, some of which will be spending their VC investments launching expensive marketing campaigns.

Persuading a prospect that a new market entrant is trustworthy is a challenge, particularly in the financial services sector where customers’ savings and future financial health can be at stake. Although fintechs can point out that they operate in a highly regulated industry, many say that their most effective message is the reassurance offered by existing customers giving their service a high rating or a good review.

Such is the importance of the customer experience that it outweighs innovation in the eyes of start-ups and scale-ups. 

According to the London Research survey, almost half (46%) felt the most important differentiator for their business was the quality of the customer
experience it offered, compared to 38% for ‘product / innovation’, traditionally seen as a startup’s raison d’être. Customer experience is also seen as significantly more important than brand awareness (7%), online reputation (5%) and price (4%).

Start-ups and scale-ups need to capitalise on the quality of their customer experience for marketing purposes. The research also showed that more than a third (35%) of the companies surveyed view positive ratings as ‘critical’ for turning prospects into customers, and a further 47% regard them as ‘important’.

### Ratings are crucial for establishing trust

Smart Currency Exchange helps people transfer money between different countries and currencies. The company’s Digital Marketing Manager, Ricky Bean, is all too aware how nervous customers can be when they are asked to hand over their life savings to a third party to help them buy their dream property in the sun.

The company, like any other currency exchange in the UK, is highly regulated by the Financial Conduct Authority. This provides reassurance for potential
users. However, Bean believes ratings are still incredibly important for its prospective customers.

“Our real differentiator is customer service and that’s what the Trustpilot ratings show,” he says.

“When we onboard somebody, we ask them to consider rating us and when we’ve made a transfer, we send them another email, from the person who helped them, asking for a rating and a review.

“Then when we talk to, or email, our next prospect, we always mention our five-star Trustpilot rating. For people to know we’re highly rated is crucial when it comes to such an emotional purchase using their life savings. It’s why we have our score front and centre on our home page.”

### Using ratings to improve customer service

Abba Newbery, CMO at mortgage broker Habito, agrees ratings and reviews are crucial. The company, which has already raised more than £27m in investment, uses ratings to reward staff for providing great customer care which, in turn, encourages better reviews to help persuade more new customers to sign up.

Habito aims to make getting a mortgage a lot simpler and quicker by matching customers with the best package and providing them with a customer care
assistant to hold their hand throughout the process. Customers can rate both the service and the assistant who helped them.

“User reviews are absolutely vital in getting new people to try your service,” Newbery says. “Broking has always been a part of financial services that relies heavily on word of mouth, and so we encourage our customers to rate us to show we make one part of buying a house a lot easier. Our customers build a close relationship with their advisers, who ask them to rate the service they receive.

“We value this Trustpilot score so highly we not only put in on our home page, but we also use it for members of staff in our employee reviews process.”

### How fintechs encourage reviews

The London Research/Trustpilot survey shows that 55% of start-ups and scale-ups actively encourage consumers to leave reviews. The most common method is by email (75%), followed by verbal requests for a rating (64%). One in three companies surveyed are also taking to social media to secure ratings from
their – hopefully – happy customers.

Once a fintech has secured some positive ratings, the next step is to ensure prospects know about them. The most common channel for displaying positive ratings is the brand’s website, used by just over half (52%) of scale-ups and start-ups. Social media channels are harnessed for this purpose by nearly half of those surveyed (46%), with email being used by one in three (31%).

## Section 2: The importance of customer ratings to investors

Ask any investor what they look for in a business asking for funding and there will be some common answers. A start-up or scale-up needs to have a great team behind it. Financiers ultimately invest in people they trust to turn a business plan into a thriving company that will offer good returns and, one day, a valuable exit route.

It must also answer a customer need. The London Research survey shows investors are now also looking for social proof to establish if a company
offers a good service which people rate highly.

Nearly a third (31%) of the start-ups and scale-ups surveyed deemed positive reviews and social proof to be ‘critical’ for generating interest from investors, and a further 52% said they were important.

### Ratings tell investors the real story

Every VC wants to find the next big thing. At techfocused VC Draper Esprit, Investment Director Vinoth Jayakumar explains that his firm, which takes a
longer-term view than many, looks for people who can break the mould. To judge how well a service is going down with consumers, he looks beyond the
metrics over which the company may have control to focus on what the public thinks.

For this, Jayakumar goes beyond the ‘organised sanity’ of Net Promoter Score (NPS) and marketing questionnaires, and delves into the live environment
of ratings.

“__Companies will show us their NPS figure, but I also always look them up on Trustpilot because it captures the essence of what it’s like for consumers using the service,__” he says. “It’s important that you know these are genuine people, who aren’t being paid in any way. They let you see the direction of travel is correct.

 “We know that a five-star rating is better than four-star but exactly how many new customers that attracts, we don’t know for sure. We invest in
companies for the long term. We know their score may change, hopefully for the better, and so we look for a rating to show that someone has built a
proposition that people want.”

Our research shows that not all investment companies are as tuned in to the importance of positive consumer sentiment as Draper Esprit. Around a fifth (21%) of start-ups and scale-ups surveyed have been asked by investors to provide customer centricity proof points such as ratings and reviews, but a further 43% have proactively quoted social proof such as ratings when dealing with investors.

Peer to peer lending company Funding Circle certainly understands the link between how investable a company is and its Trustpilot score. It has successfully helped more than 49,000 businesses access finance. It’s the job of Bernard De Barbeyrac, Head of Decision Science, to assess how suitable a
company is for investment and band them based on potential risk.

“In the first instance we take a quantitative approach to build up the risk profile of a business wishing to go onto our investment platform,” he says. “After this, the underwriting team take more of a holistic approach to assess creditworthiness. They also look at external facing proof points such as Trustpilot and customer reviews to see if there are any potential reputational problems for future investors.”

### When your users are your investors

Just as fintechs are changing the way the public
interacts with financial services, technology has also
disrupted traditional investment models by allowing
the public to crowdfund businesses they believe in.

That means some of the brightest ideas in financial services have many individual investors looking for a public-facing scorecard to gauge how well the business is doing in serving existing customers and, hence, attracting new ones.

Richard Cook, Online Community Manager at Monzo Bank, explains that a __fintech needs to look at its ratings not just for itself, but also to ensure its customers and investors are happy, because they are often the same people.__

 “We’ve now got 36,000 investors and our Trustpilot ratings and reviews are something that crops up on our forums all the time,” he says.

“People who have backed us want to talk about our latest scores and what we are doing to move them in the right direction because they understand new customers want a good reason to sign up to a challenger bank. They don’t come better than positive ratings and reviews.”

### Ratings reach an investment and marketing sweet spot

Crowdfunding also provides another huge benefit for fintech start-ups. As a growing company reaches out to the public for backing, they are also raising
awareness of their new service.

Hence, according to Roberto Napolitano, Marketing Director at Seedrs equity crowd funding platform, there is a virtuous circle developing. Platforms such as his are used by start-ups to raise awareness of their new service, attract new sign-ups, solicit positive ratings so they not only secure additional users, but also encourage members of the public to invest.

“We certainly see a lot of start-ups use the platform to help build awareness about themselves and get people to try them out so they can rate it,” he says.

 “These ratings show potential investors that a company is interested in engaging with customers and improving on what they have to say; that they’re not solely about raising revenue. __Ratings are a very powerful tool for investors to take the pulse of a potential investment to see if anything needs to be improved.__

“It’s also useful for allowing start-ups and scale-ups to see how other companies are doing, what scores they’re getting, where they’re doing well, and where they’re getting tips on how they could improve.”

## Section 3: Harnessing consumer feedback for improved CX and innovation

Start-ups and scale-ups are finding that developing a great solution to a nagging problem in financial services is a great start, but it is only a start. Moving beyond a great idea to build scale by listening to customers, and being seen to do this, are top priorities.

As can be seen in Figure 5, __two-thirds (66%) of companies strongly agree that a reputation for openness and transparency is crucial for their
brand__ and, encouragingly, a similar percentage (65%) strongly agree that they have built their business around an understanding of what customers really need.

To achieve this, they need to take control of their ratings, listen to feedback, act on it, improve their offering and then, crucially, encourage users to rate them so their scores evolve and more new customers sign up.

### The need to take control

Fintechs are going to be rated whether they have engaged with the process or not. It’s only by being proactive with review collection that you can get an
accurate picture of your customers’ views.

When Monzo’s Cook decided to explore the use of Trustpilot ratings, for example, he found that they were lower than he expected. The bank looked like it was providing an inferior service, which other evidence suggested was not the case.

“Trustpilot always came up first on a Google search for our reviews and we were shocked to see we were only a three out of five,” Cook recalls.

“We knew our customers generally thought we were doing a good job and that we were much better than a three-star rating. When we drilled down, we
were getting some bad reviews from people whose accounts we had to freeze. We’re a licensed bank and so we have to apply the law and that sometimes
means freezing accounts.

“That’s when we decided to really get to work on our ratings and we now regularly ask our members to review us, so the good reviews far outnumber the bad ones. We’re very nearly at a five-star rating and, when we are, we intend to use the stars in our advertising.”

### Listen and improve

The business side of banking shares many of the frustrations that consumers experience with traditional banking brands. Laborious form-filling and lengthy decision-making processes, combined with nontransparent fee structures, prompted Capital on Tap to launch a service that is upfront about fees and can let a company know if they qualify for a loan within two
minutes.

The business lender’s Head of Growth, Alex Miles, reveals that it is only by listening to customers that the company can take the initial discontent with the banks and turn it into repeat business from customers who are happy to spread the word about what they have found to be a better alternative.

__“We use our ratings to show prospects how popular we are with users but, crucially, we use the feedback from them to keep on improving our service,” he says.__

“We’ve made many improvements but the biggest we were getting asked about, in our Trustpilot rating reviews, was integration with accountancy packages, such as Xero. So that’s something we’ve done, and we’ve encouraged our users to try out the better service and rate us, so we create a virtuous circle of
better features leading to higher Trustpilot scores, which encourages more people to try out the service.”

### A barometer for business success

It may seem obvious that user ratings are a useful barometer for how a company is serving its clients, and that more people will sign up for a new service if existing customers have expressed their delight.

An interesting question, though, is what happens when the opposite occurs, and ratings dip? The mortgage broker, Habito, found that it could use its
Trustpilot score as a guide not just to how well it was performing, but how well other parts of the business were impacting that performance.

“We had a major marketing drive to get more people on the platform, which worked really well,” Habito’s Newbery says.

__“The problem was it probably worked too well, and we found that we had more customers than we could serve to our usual very high standard. We noticed our Trustpilot scores started to drop off a little, and so we knew we had to take immediate action and scaled down the marketing activity.__

“Our Trustpilot rating is too valuable to us in the longer term to allow it to go down and risk discouraging people to sign up and try us out.”

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