This research explores the value of showcasing customer ratings and reviews in advertising, and in particular the impact of Trustpilot content in digital campaigns
Based on a survey of 1,000 US consumers, this London Research study reports on the benefits of using Trustpilot ratings and reviews to build trust and increase propensity to purchase, and the efficacy of Trustpilot compared to some of its competitors.
The research also looks at the extent to which specific types of Trustpilot content in online advertisements influence US consumers, including the Trustpilot logo and stars, TrustScore, the volume of reviews, and the impact of an authentic customer testimonial.
Looking at the impact of customer ratings and reviews at the broader level within the customer journey, 66% of consumers say they’re ‘often’ or ‘very often’ influenced by customer reviews during the journey to purchase, and 62% say the same of customer star ratings.
To test the value of Trustpilot ratings and reviews in ads, survey respondents were shown a series of digital advertisements for a fictitious car insurance brand, and asked which ads they would be most likely to click through and potentially purchase.