Using Trust to Propel the Buyer Journey
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Dashlane uses trust to propel customers through the buyer's journey. Trust matters for both consumers and businesses and is influenced by online reviews. Dashlane collects reviews on Trustpilot to convey trust. It shows reviews prominently to help consumers evaluate options and make purchase decisions. Similarly for businesses, reviews act as "mini case studies" that are personal, easy to consume and help drive organic traffic. Dashlane guides customers through the journey from need recognition to post-purchase with search ads, landing pages, its Trustpilot page, homepage, email marketing and responding to unhappy customers. It also identifies advocates by inviting 5-star reviews.
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Using Trust to Propel the Buyer Journey
- 1. USING TRUST TO PROPEL THE BUYER JOURNEY
- 2. DAVID ROSTAN Head of Organic Marketing Dashlane Presenters LAUREN LOWMAN Marketing Manager Trustpilot
- 3. Introduction to Dashlane & Trustpilot
- 4. Dashlane by the Numbers
- 5. Trustpilot by the Numbers
- 6. Agenda Introduction to Dashlane and Trustpilot Why trust matters to consumers and businesses Dashlane’s B2C and B2B offering How Dashlane conveys trust in the buyer’s journey Learning from reviews Q&A
- 7. Why Trust Matters For B2C and B2B Businesses
- 8. Need recognition Product specification Evaluation of options Purchase decision Post- purchase Influenced by reviews Look for reviews Leave reviews Ads can introduce need Look online; Care about a brand’s reputation, quality, service, price One person, influenced by opinions Expects support if an issue arises May ignore specs if “like something better” Often shares dissatisfaction online How Consumers Purchase Look for reviews Leave reviews Look for reviews
- 9. 90% of consumers say buying decisions are influenced by online reviews The Impact of Reviews on Consumer’s 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
- 10. Need recognition Product specification Evaluation of options Purchase decision Post- purchase Same process overall except: Proactively identify need More stakeholders, detailed specs; budget approval Care about reliability & reputation; looks for 3rd party validation online Group decision; Case studies & reviews influence Expects customer service; easy to share dissatisfaction online How Businesses Purchase
- 11. 78% of B2B buyers begin their evaluations with web search 60% of B2B buyers search for online reviews 65% of buyers indicate that a winning vendor’s content heavily influenced their decision The Impact of Reviews on Businesses Buying Journey
- 12. Dashlane’s B2C and B2B Offering
- 13. Dashlane’s Consumer Offering Organize all your passwords in one secure place Get your passwords wherever, whenever you need them Auto-save passwords, and watch Dashlane type them for you
- 14. • Collect reviews with reputable third-party (Trustpilot) • Have reviews available, easy to find, and on display to help consumers through purchase journey How Dashlane Conveys Trust to Consumers
- 15. Store, share, and manage unique passwords securely across teams Report and measure your teams password strength to ensure data security Accelerate productivity with instant logins and auto-fill forms Dashlane’s Business Offering
- 16. • Businesses buy for people – employees, investors, clients, customers – making personal trust huge for businesses • So? Conveying trust to businesses is surprisingly similar to conveying trust to consumers Reviews = “mini case studies” + more personal + easier to consume + organic traffic How Dashlane Conveys Trust to Businesses
- 17. How Dashlane Conveys Trust in Buyer’s Journey
- 18. Poll
- 19. Non Branded Search Terms – PPC Product specification Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
- 20. PPC Landing Pages Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
- 21. Research Brand – Trustpilot Page Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
- 24. Rescuing Unhappy Customers Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
- 25. Identifying Customer Advocates • Invited 5-star reviews to vote on Product Hunt • Received enough votes to be featured by Product Hunt Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
- 27. Poll
- 28. Speaking Your Customer's Language
- 29. Questions?
Editor's Notes
- For those that aren’t familiar, Trustpilot is a review community that helps businesses collect and publish reviews from their customers. Consumers and businesses use Trusptilot to research brands in order to make informed buying decisions. Trustpilot was founded in 2007 in Copenhagen with over 17 million online reviews for 120,000 business in 65 different countries. One thing that we’re really proud of is that our Trustpilot widgets have over 1 billion impressions a month via our partners sites, sharing 3rd party validated reviews with the world.
- So we’ve already given a brief intro of Dashlane and Trustpilot. Next we’ll look at how consumers and businesses purchase and why trust matters to their purchase decision. From there I’ll pass it off to David to touch on their B2C and B2B offering. Then David will show you how Dashlane conveys trust in the buyers journey with some really awesome examples and ROI results. David will then touch briefly on how Dashlane learns from reviews. And we’ll wrap up with a few questions as time allows. If you want to ask a question at any point in time during the webinar, please feel free to! You can leave them in the box to the right side and we’ll get to them at the end.
- We’ve had the opportunity to work with Dashlane closely, who is unique in that they have both a consumer and business offering. What’s awesome is that they’ve committed to showing trust in the form of customers reviews to help both consumers and businesses feel confident about working with. Davis is going to get into how they leverage reviews to do this in more detail later in the webinar but before we get into to that, let’s take a look at how consumers and businesses purchase and why trust matters. Starting with consumers…
- 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.
- 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.
- For B2B businesses the purchase journey is actually pretty similar. After B2B buyers are still people. There’s still the same 5 steps in the purchase journey but again with some variations that we’ve pointed out below. The biggest differences in a businesses’ purchase process is that often more people are involved and the average cost of the product or service is higher, which can make the purchase journey longer. But the same thing holds true about reviews. You can count on B2B buyers to look for 3rd party validation online, because of the higher cost of the product and because the decision affects more people. And for those of you have B2B companies, you might ask how do businesses purchase? When it comes to need recognition, businesses are more likely to proactively identify their need based on pain or problems with their businesses or teams instead of be influenced on the fly by an ad Product specification process is more thorough, they need the buyin of more people, which might mean more detailed specs, plus they might need to get budget approved Evaluation of options is surprising similar, they often look for different businesses solutions online or might aleady be familiar with some solutions. But either way, they look for third party validation online to make sure they’re looking at the best options The purchase decision is often made by a group, case studies and reviews often influence it For B2B products, the businesses purchasing often expect top customer service, and its become more and more prevelant to share dissatisfaction online
- While B2B sellers are still getting used to adopting online reviews, B2B buyers are already looking for reviews of businesses. So whether or not you’re actively collecting and displaying reviews, people are already searching for them. To drive this home, 78%... A study by Avanade reported that 61% of B2B buyers look to third-party sources like reviews before approaching a business. 42% of these B2B buyers have also reviewed a company on a third-party site. In a 2014 DemandGen report, 65% of buyers indicated that the winning vendor’s content had a significant impact on their purchase decision. “Review sites are impacting buying decisions because buyers are seeking opinions of … peers, friends and others, rather than relying on information provided from the organization directly,” - Erika Goldwater, VP of Marketing at Annuitas Some experts liken user reviews to short-form versions of B2B case studies — a staple in B2B content marketing. However, user reviews are considered easy to consume in aggregate and can generate increased organic traffic for solution providers because they are favored by search engines.
- We’ve now talked through how your customers are making purchase decisions whether you work at a B2C or B2B business. Next I’ll pass it of to David to explain the difference in Dashlane’s consumer and business products, how they convey trust to their target audiences, and ultimately use reviews to grow their business.
- Will have more interaction and engagement – want to go Activate communities Sent 5-star customers an invite to vote on Product Hunt. Received enough votes in a short amount of time to get features on their homepage and social media.