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![Your Homework:
1. Measure & Evaluate
where do we lose prospects?
2. Infuse Website with Trust
how can I make my more site trusted?
3. Add Trust to Acquisition
how can I build trust into key channels?
4. Test, Optimize, & Win!
I ain’t afraid of no [checkout] ghost!](https://image.slidesharecdn.com/checkoutghostswebinar2-160825221627/75/How-to-Use-Trust-to-Exorcise-Your-Checkout-Ghosts-52-2048.jpg)
Uploaded byTrustpilot
How to Use Trust to Exorcise Your Checkout Ghosts
The document discusses the importance of establishing trust to combat 'checkout ghosts'—potential customers who show interest but do not complete purchases. It highlights strategies for building credibility through online reviews, user testimonials, and website improvements to increase conversion rates and reduce bounce rates. Additionally, it emphasizes using customer feedback, social proof, and effective marketing tactics on platforms like Facebook and via email to drive conversions and enhance brand reputation.
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Similar to How to Use Trust to Exorcise Your Checkout Ghosts
How to Use Trust to Exorcise Your Checkout Ghosts
- 1. How to UseTrust to Exorcise Your Checkout Ghosts
- 2. Presenters CHRIS AYAN Director ofClient Strategy Hawke Media JORDAN GARNER Director of Marketing Trustpilot
- 3. Intro to Trustpilot& Hawke Media The Challenge Your Website Your Acquisition Channels Your Homework Q & A Agenga Successful Exorcisms
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- 5. Trustpilot by theNumbers
- 6. Trustpilot for Consumers •Free for all – consumer review site • Discovery and recommendation platform • Social sharing and community experience • Automated review collection system • Customer engagement and interaction • Insights and analytics engine Trustpilot for Businesses
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- 8. Common Client Challenges ManageOnline Reputation • Managing online reputation & brand development • Standing out from competition • Developing social media presence & community Drive Traffic • Improving PPC performance • Driving SEO traffic via branded search • Optimizing performance of other paid digital channels Increase Conversions • Increasing conversion rates & growing sales • Creating repeat customers & sales through advocacy • Increasing AOV Improve Business • Collecting customer feedback & insights • Identifying unhappy customers & resolving issues • Hearing value prop in customers own words
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- 13. Definition of CHECKOUTGHOSTS: Potential customers that enter your conversion funnel and show interest… They do stuff like: - they look around on your site - add to their cart - partially fill out forms - click on your ads - read your emails - search for stuff …and then they DISAPPEAR! BOO! Maybe I’d like to purchase… but maybe NOT!
- 14. Metrics That MightIndicate You Are Haunted: High Bounce Rate Low Conversion Rate # of visits viewing 1 page only # of entries to the pageBR = # of visitors doing the desired action # of total visitorsCR = - Home page - Landing pages - Form fill-out’s - Shopping cart page - Payment details page Commonly Haunted Locations:
- 15. Common Tips toIncrease Conversion & Decrease Bounce: - Use landing pages - Make sure your site is responsive - Check your site speed - Use clear calls to action - Check your design - Audit your content
- 16. Recent studies showa lack of CREDIBILITY & TRUST is the #1 reason prospects don’t purchase.
- 17. 72% of peopletrust consumer opinions posted online (2nd only to “Recommendations from people I know”) -Neilson study
- 18. 92% of consumerssay buying decisions are influenced by online reviews - 87% use them for both brick-and- mortar & online purchases The Impact of Reviews on Consumer Buying Journey 72% of consumers will take action after reading a positive review Customers are likely to spend 31% more on a business with “excellent” reviews
- 19. Need recognition Product specification Evaluation of options Purchase decision Post-purchase Influenced by reviews Lookfor reviews Leave reviews “I need a new couch...” One person, influenced by opinions May ignore specs if “like something better” How Consumers Purchase Look for reviews Leave reviews Look for reviews “What kind of couch should I get?” “Where can I buy this kind of couch?” “Should I buy this couch from this business?” “Would I shop again or recommend to a friend?”
- 20. Credibility & TrustFactors: …make people trust & believe what the website is saying …give people reassurance that their personal information is safe …instill confidence that this is a good place to spend money …eliminate the buying dilemma (should I or shouldn’t I?) Do these 4 things & watch conversions grow!
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- 22. Content Assets ThatEstablish Credibility Must Have/Very Important: 1: Contact Info 90% 2: Research Reports 42% 3: About Info 40% 4: Testimonials 38% 5: Case Studies 37%
- 23. Tips for MakingYour Website Credible & Trustworthy Eliminate all grammar & spelling errors Make sure your full contact info is highly visible throughout your site Enable live chat on pages where prospects may have questions Include personal content – real stories, pictures, videos, etc. Ensure your design is professional & responsive Make sure your hosting is reliable & your site loads fast Show that you regularly update your content (blog!) Link to other web properties – no legit business only has a website Highlight your unique value points & differentiators Last but not least...SOCIAL PROOF!
- 24. Building Credibility &Trust Through Social Proof B2C: B2B: Credentials/Certifications Ratings & Reviews (3rd party validated) Picture/Video Testimonials Counts of People Shopping/Signed Up Venue for Feedback! Credentials/Certifications Ratings & Reviews (3rd party validated) Awesome Logos Case Studies/Co-Marketing Venue for Feedback! How was ordering from BOO-mingdales? Would you recommend shopping there? Totally! It was spook-tacular!!! I’ll definitely be purchasing from them again soon!
- 25. Credentials & CertificationsTo Build Trust Credentials to Consider: o Awards o Prominent media mentions o Industry-specific seals o Category rankings o Prominent partnerships o Recommendations from experts Real estate is limited & precious - ask prospects/customers what is meaningful and test the impact!
- 26. Unique Value Points& Differentiators To Build Trust Points to Highlight: o Trials/Free options o Satisfaction guarantees o Fast delivery o No hassle returns o Flexible payment options/terms o Offers/discounts o “Get it here first” o Anything you do better!
- 27. Ratings & ReviewsTo Build Trust How to Make Reviews Appear Authentic: o Include both ratings & actual review text – no multiple-choice! o Make sure reviews are recent & updated regularly – include dates o Include names of reviewers (although they should not be required) o Utilize 3rd party validated reviews (people will know if you wrote them) o Quantity matters ask all customers & optimize your response rate o Consider including responses, or linking to where responses live o Consider showing not JUST 5-star reviews…we know it’s scary!
- 28. Tips on UsingRatings & Reviews To Build Trust Consider including ratings & reviews in multiple locations on your site - product pages or plans pages - category pages & search result pages - home page - landing pages - shopping cart & payment details - form fill-outs (get a quote, free sign-up’s, create an account) Use company-level reviews to supplement product reviews to bolster quantity consider breaking down company-level reviews by product category to add specificity Show review content that addresses specific concerns in relevant areas of the site Carefully decide where to link to reviews off-site (ensure links open in new tabs) Email is great for review collection, but consider an embedded review form on-site Make visible to real customers only by putting it behind a log-in or on order confirmation page
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- 34. Main Forms ofCustomer Acquisition: Paid Organic Direct Response: - Facebook (Social Acquisition) - Google AdWords (SEM) - Retargeting/Remarketing Branded: - Display - Email Capture - Content Syndication - Social Content Distribution - Organic Social Media - Earned Media (PR) - SERP Emphasis
- 35. Choosing the RightAcquisition Funnel: Direct Response: Educations/Branding: Short-term return or long-term return? (building up LTV!) Does your product have a low enough barrier for entry? Is your product easily understandable? Do your customers need to learn more? (education lends itself to third-party validation) What is your funnel goal? Is earned media (PR) a good fit? Does SERP emphasis make sense?
- 36. Facebook and Third-PartyValidation: As a direct response tool, tapping into third-party validation is key Allows you to utilize customer reviews to your advantage Places third-party validation at the forefront, helping to move consumers through the purchase funnel quickly Eliminate as many barriers as you can Providing reviews here eliminates potential losses on-site, as well as the need for the prospect to look elsewhere
- 37. Email and Third-PartyValidation: Email is a great supplement to all acquisition funnels Consider utilizing a Welcome Series Utilizes the acquisition funnel for email capture Provides a product/company overview Adding ratings & reviews can prompt on-site action Recapture & Re-Inspire 7% of retailers are not using ratings or reviews of their products in email Reduce product/cart abandonment re-introduce with product info, bring in additional reviews to supplement
- 38. All About FacebookMarketing: Robust targeting capabilities allow you to understand your core audience Target interest, age, gender, location, online & offline behavior Target past customers, newsletter sign ups or site traffic with custom audiences allows you to tailor your message depending on where people are in the purchase funnel Doesn’t work off of cookies Works off of logins instead which ensures that you are reaching real people and the right audience Refute or support theories you have about who your customer is and what their interests/behaviors are Robust optimization capabilities Allows you to optimize for the result you really want Examples: clicks to your site, brand awareness, app downloads, email capture, online purchases, etc.
- 39. All About EmailMarketing: Using a pop-up is best practice to acquire more emails Try incentivized pop-ups give someone a reason to submit their email (% off, $ off, free eBook) Make sure pop-up’s are on brand be playful with the language but stay consistent Utilize email nurturing Automation – based off of behavior on-site Promotional – sales, special offers, etc. Personalization – segment everything for more personalized messages Optimization – always optimize and test new things to increase stats
- 40. Tips for FacebookRetargeting: Facebook retargeting allows you to efficiently and cost effectively drive traffic back to your site or mobile app to get prospects to complete a desired action Upload emails from your ESP, CRM, and/or purchase list into FB and target these people with specific messages to get them to purchase for the first time, purchase again, or to send them exclusive offers/messages Retarget people based off on-site behavior… Howwwwwwwww did you find me on Facebook?? SPOOKY!
- 41. Tips for FacebookRetargeting: Facebook offers custom audience capability so you can be more targeted Retarget people who have visited your website in the past 1 – 180 days - Tier the times & target people with different messages based on the last time they visited the site Retarget people who have visited specific web pages - Target particular products, the cart, etc. - Exclude certain URLs (EX: someone who has visited the cart page but not the checkout page for a better cart abandonment campaign) Retarget people based on how much time they’ve spent on your site (new from FB) Retarget people based on how many times they’ve visited your site in the past 30 – 180 days Re-engage users who’ve downloaded your app to drive them to take a desired action Try dynamic retargeting retarget people with the same product they were viewing on your site
- 42. How Facebook andEmail Work Together: Place a lead pixel on your email pop-up & optimize for email capture Over time, drive down your CPL & increase volume Increase efficiency with your use of spend (especially if you have small budgets!) Easier/cheaper to get smaller commitments from prospects, but you are still able to put them in your funnel for nurturing Use email for down-funnel conversion Allows you to connect with your customers, educate them, and send specific messaging based off of purchase behavior or on-site behavior
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- 45. Challenge: traffic was up,but difficulty converting prospects to inbound leads Tactic: put reviews all over website & display ads Results: retargeting conversion increased 38% inbound calls increased 17% form completions increased 9% conversions increased 12% revenue increased 13%
- 46. Challenge: new product category& brand, very low conversion rates Tactic: add reviews to landing pages, home page, and email marketing Results: landing page conversion increased 15% download conversion increased 4% email marketing conversion increased 1%
- 47. Challenge: low engagement onsite, low conversion Tactic: add reviews & trust signals to key engagement & conversion areas Results: website conversion increased 33%
- 48. Challenge: invested in traffic,but not showing consistent conversion Tactic: add ratings & reviews in areas that have high bounce Results: conversion increased 7% total revenue increased 14%
- 49. Challenge: lots of trafficto website, then lots of bounces Tactic: place ratings & credibility indicators at most important conversion steps Results: conversion rate increased from 2.4% to 6.8% new home page saw a 31% increase in sales
- 50. Challenge: newer brand, trafficisn’t following through to contact phase Tactic: add trust signals throughout website as well as link to awesome Trustpilot profile page Results: conversion rate increased 58%
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- 52. Your Homework: 1. Measure& Evaluate where do we lose prospects? 2. Infuse Website with Trust how can I make my more site trusted? 3. Add Trust to Acquisition how can I build trust into key channels? 4. Test, Optimize, & Win! I ain’t afraid of no [checkout] ghost!
- 53. Who you gonnacall? Trustpilot & Hawke Media!
Editor's Notes
- #9 rach
- #18 HINZ: According to Nielsen’s Global Trust in Advertising, it’s from people we know 92% of respondents said they trust recommendations of friends and family 83% say they trust consumer opinions posted online This means consumers trust people they’ve never met before almost twice as much as your advertisements. WHY? It’s because we need others to help validate our decisions And that’s why word of mouth marketing is so powerful Data Sources:http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html)
- #19 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #20 For those of you who work for B2C companies, hopefully this looks familiar. There’s typically 5 steps in the consumers purchase journey beginning with need recognition. Once a consumer has recongized a need, they move through the purchase funnel from product specification or figuring out what they want in a product, evaluation of options where they’ll research different brands online, to the stage we love to focus on – purchase decision, and last but not least – post purchase. Below the funnel we’ve pointed out some elements of the b2c purchase journey that make it unique but overall the consistent thing to take away here is that reviews play an important role in every step of the purchase funnel, whether its influencing what consumers think they want in a product to driving the ultimate purchase decision.
- #46 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #47 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #48 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #49 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #50 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.
- #51 While its easy to see that reviews play a role in a consumers purchase decision, we wanted to share some market data to show just how big that role is. At this point, consumers have come to expect to find reviews about B2C brands and without reviews, consumer brands stand little chance of being considered at all. A survey conducted by Dimensional Research and sponsored by Zendesk found that 90% of consumers feel that reviews influenced their buying decision, proving that reviews are not only helpful but crucial. Secondarily, 72% of consumers will take action after reading a positive reviews, showing how impactful reviews can be to driving conversions. And lastly, customers are likely to spend 31% more with a business after seeing an excellent review –which shows that displaying reviews where consumers can easily find them will increase your average order value and grow revenue.