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Using Trust to Propel the Buyer Journey

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In this webinar you will learn:
-how to convey trust throughout the buyer journey to gain new business
-how both consumers and businesses make purchase decisions
-how to use reviews to best convey your offering in way that customers understand
-how to increase conversion rates and leads by using reviews

Get inspired by Dashlane who increased their conversion rate by 14.5% after using Trustpilot reviews on their paid ad landing pages!

Published in: Marketing
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Using Trust to Propel the Buyer Journey

  1. 1. USING TRUST TO PROPEL THE BUYER JOURNEY
  2. 2. DAVID ROSTAN Head of Organic Marketing Dashlane Presenters LAUREN LOWMAN Marketing Manager Trustpilot
  3. 3. Introduction to Dashlane & Trustpilot
  4. 4. Dashlane by the Numbers
  5. 5. Trustpilot by the Numbers
  6. 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. 7. Why Trust Matters For B2C and B2B Businesses
  8. 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. 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. 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. 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. 12. Dashlane’s B2C and B2B Offering
  13. 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. 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. 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. 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. 17. How Dashlane Conveys Trust in Buyer’s Journey
  18. 18. Poll
  19. 19. Non Branded Search Terms – PPC Product specification Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  20. 20. PPC Landing Pages Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  21. 21. Research Brand – Trustpilot Page Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  22. 22. Homepage Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  23. 23. Email Marketing Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  24. 24. Rescuing Unhappy Customers Need Recognition Product Specification Evaluation of Options Purchase Decision Post- Purchase
  25. 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
  26. 26. Learning From Reviews
  27. 27. Poll
  28. 28. Speaking Your Customer's Language
  29. 29. Questions?

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