1. REVIEWS:
The Best Kept Secret to
Landing Page Optimization

2. Presenters
Julie Kuepers
Senior Digital Content & SEO Specialist
ID Wholesaler
Jessica Macchi
Customer Success Manager
Trustpilot

3. Intro to Trustpilot
Intro to ID Wholesaler
Houston, We Have a Problem
Reviews Are On the Case
The Case Files: ID Wholesaler
Q & A
Agenda
Your Homework

4. Introduction to
Trustpilot

5. Who is Trustpilot?
Online community & business solution connecting consumers & businesses via reviews
140,000 reviewed websites
26,000 websites get new reviews/month
22 million online reviews
700,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion impressions/month

6. For Businesses:For Consumers:
Why does Trustpilot Exist?
Open online review community to read, write,
and engage with authentic reviews to provide
trustworthy customer experience information
and make better buying decisions.
Solution to implement an automated review
collection strategy, moderate and engage with
reviews, and leverage reviews to accelerate
business improvement and growth.

7. The Trustpilot Business Solution
BRAND BUILDER
Establish a trusted brand
MARKETING ACCELERATOR
Maximize digital ROI
INSIGHT GENERATOR
Improve customer experience

8. Retail Services Finance

9. Introduction to
ID Wholesaler

10. Who is ID Wholesaler?
We’re the global leader of photo identification printers and equipment,
printer systems, supplies, software, and badge accessories.
We make our customer’s jobs easier by delivering on these promises:
• Expertise – Our 13+ years of industry expertise and a dedicated team of Account
Managers ensure we find our customers the best solution for the best value.
• Easy-to-use website – Our customers are busy; that’s why our online store is
simple to navigate, featuring detailed information on all the products we sell.
• Value Pricing – The size of our organization allows us exclusive pricing with our
manufacturers which we pass along to our customers.
• Selection – We carry the very best name-brand products in the industry to meet
the complex needs of our customers.
• In-stock inventory - We stock what we sell, assuring quick delivery of products.
• Service – The foundation of our success lies in the exceptional quality of the
service we provide and our customer’s trust in us.

11. All of these tenets are
guaranteed with IDW Care –
our commitment to
total customer care.
Best of all, IDW Care
benefits are FREE
to each and every
ID Wholesaler Customer!

12. Houston, We Have Problem

13. Metrics That Might Indicate A PROBLEM:
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 =

14. Locations to Look for EVIDENCE:
- Home page
- Landing pages
- Form fill-out’s
- Shopping cart page
- Payment details page

15. Common Solutions 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. Reviews Are On the Case

18. 72% of people trust consumer opinions posted online
(2nd only to “Recommendations from people I know”)
-Neilson study

19. 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 Buyer 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

20. 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?”

21. Credibility & Trust Factors:
(according to Neil Patel)
…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!

22. The Case Files:
ID Wholesaler

23.  ID Wholesaler, over its 13 years, grew to be the largest retailer of
photo identification products worldwide
 They began a partnership with Trustpilot in 2015 to develop a
customer review strategy
 Julie Kuepers, Senior Digital Marketing Specialist for ID Wholesaler,
was tasked with making the partnership as impactful for the
business as possible
 Julie, her team, and the Trustpilot team started formulating a plan…
Background:

24. Challenge:
Improve the performance of their paid ads (Google, Bing, and
Yahoo!), which accounts for a significant portion of their
marketing strategy, by improving the performance of their
landing pages
Solution:
A/B test a TrustBox widget, the Carousel, featuring their
business reviews and ratings on their landing pages
(copy/paste custom widget code onto their pages)
Step 1:

25. Results:
Email subscription landing page
 63% increase in sign-ups
 72% boost in revenue
Traditional lanyard landing page
 167% increase in transactions
 164% boost in revenue
Breakaway lanyard landing page
 130% more transactions
 315% boost in revenue
Step 1:

26. Challenge:
Building off the success of their landing pages, further
strengthen the effectiveness of their web properties and other
marketing channels with reviews and other trust signals.
Solution:
Incorporate customer reviews and third-party validation from
Trustpilot to bring trust, transparency, and increased
performance to their website, social media profiles, email
marketing, and PPC ads.
Step 2:

27. Step 2:
Results:
Increased engagement and performance in social media, on their website, in
email marketing, and from their AdWords campaign

28. Challenge:
Building on the success of using reviews for marketing
success, use reviews to inspire peak performance from their
sales teams and motivate the organization internally.
Solution:
Socialize positive reviews internally, sending 5-star reviews on
a weekly basis to the Sales Account Manager that worked with
each 5-star customer, looping in leadership to provide further
praise, and celebrating these team members internally.
Step 3:

29. Step 3: Results:
ID Wholesaler achieved a truly
customer-centric culture from
the top down by widely
displaying, socializing, and
celebrating great reviews.

30. By leveraging their Trustpilot relationship & customer reviews,
ID Wholesaler was able to:
 Significantly improve the performance of their PPC landing pages
 Increase engagement and performance across their social media
profiles, website, email marketing, and PPC ads
 Successfully inspire and promote greater performance from their
sales teams
Case Summary:

31. Your Homework

32. 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. Build a Customer-Centric Culture
how can I motivate my team with reviews?
5. Test, Optimize, & Win!

33. Q & A