The Impact of Trustpilot through the Customer Journey

Trustpilot commissioned London Research to survey 1,200 UK consumers to understand the effect of showcasing Trustpilot signals on both display ads and website content.

The report first shares overall findings across sectors, before taking a closer look at the financial services industry through an in-depth case study focused on how trust signals influence banking decisions.

Among the key findings:

-) More than three-quarters (78%) of those surveyed say they are influenced by customer reviews, and 76% say the same for consumer star ratings.

-) More than four in five (83%) consumers agree that a good Trustpilot score makes them more likely to trust a brand, and a similar percentage (80%) agree that a good Trustpilot score makes them more likely to buy from a brand.

-) The research shows an extremely high level of awareness for Trustpilot in the UK, with 81% of consumers saying they’re aware of Trustpilot, compared to 67% for Google Reviews, 20% for Feefo and 16% for Reviews.io.