In this webinar, Trustpilot's Director of Marketing, Jordan Garner, and Hawke Media's Head of Marketing, Chris Ayan, will discuss how ensure your website and email marketing campaigns convey trust in order to increase the rate of conversion. You will learn how to: -review your primary points of conversion on-site – like the checkout page, sign-up form, or any place where a site asks users to subscribe – and add elements of trust to encourage consumers to convert -add social proof, like third party verified reviews specific to the product displayed, to relieve any feelings of doubt; and -use email marketing campaigns that utilize trust signals - whether promotion or any other kind - as a further method of establishing credibility Checkout ghosts, beware!

1. How to Use Trust to
Exorcise Your Checkout
Ghosts

2. Presenters
CHRIS AYAN
Director of Client 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

4. Introduction to
Trustpilot

5. Trustpilot by the Numbers

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

7. Retail Services Money

8. Common Client Challenges
Manage Online
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

9. Introduction to
Hawke Media

10. Hawke Media

11. Brands We’ve Ignited

12. The Challenge

13. Definition of CHECKOUT GHOSTS:
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 Might Indicate 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 to Increase 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 show a
lack of CREDIBILITY &
TRUST is the #1 reason
prospects don’t purchase.

17. 72% of people trust consumer opinions posted online
(2nd only to “Recommendations from people I know”)
-Neilson study

18. 92% of consumers say 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
Look for
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 & Trust Factors:
…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!

21. Your Website

22. Content Assets That Establish 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 Making Your 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 & Certifications To 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 & Reviews To 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 Using Ratings & 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

33. Your Acquisition Channels

34. Main Forms of Customer 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 Right Acquisition 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-Party Validation:
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-Party Validation:
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 Facebook Marketing:
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 Email Marketing:
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 Facebook Retargeting:
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 Facebook Retargeting:
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 and Email 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

44. Successful Exorcisms

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 on site, 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 traffic to 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, traffic isn’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%

51. Your Homework

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 gonna call? Trustpilot & Hawke Media!