Why we sigh when we see this kind of headline

 

This article was returned in a simple news search on 'Trustpilot'. So why did we sigh? You might reasonably ask. Surely this business has done incredibly well to gather so many great customer reviews and the accompanying impressive score (4.9). Add to this that the underlying reviews themselves are impressive. Job done - and done well - one might think.

But, wait just a minute, let's take a look at this business in search (the first place any potential customer will come across it, whether they have been referred or are simply searching for the first time):

And the business's sponsored result on Google ('ad' to you and me):

What do we see? Google reviews, that's what. Now they're also pretty good, in terms of both numbers and score. But how much better if the numbers were reversed? 50,000 Google reviews and a score of 4.9* there too?

*Product businesses - online retailers and the like - are cut far more slack by the average consumer than service businesses. Both statistics and experience show that whereas someone will happily purchase a shirt or a toaster that rates 4.5 out of 5, the same consumer will look for a score as close as is possible to the perfect 5.0 where services and the professions are concerned. A single 1* review of such businesses, especially if found on Google, can result in fewer inbounds and lower conversions (we have even seen examples where a single well-crafted 1* review stopped the phone ringing entirely).

Let us remind ourselves of the advantages of Google reviews:

1. Far greater visibility - by an overwhelming factor
2. Far greater credibility - ditto
3. Far greater reach - ditto
4. Far greater consumer influence - in both search and when referenced in marketing
5. Free!

Regular readers will also be aware of the criticism Trustpilot has faced in the very recent past, both from Grizzly Research and the Italian government regulator. In the latter case, a €4 million fine was imposed, and we have reason to believe the Italians will be far from the last to take action (Trustpilot's business model does not vary from one EU jurisdiction to another, nor in the UK).

Our advice to clients

This has been consistent for well over ten years now: focus on Google reviews. If you run a simple business that consumers fully understand (online retail, for example), you can safely invite customers to post to Google, and you may want to 'double up' by using a site like Trustpilot or Feefo (although the latter is also currently under investigation by the UK CMA).

For clients in the professions and service sectors, where misunderstandings are bound to arise, we strongly recommend employing moderation to ensure the absolute minimum of factually inaccurate or potentially misleading reviews ever see the light of day. This involves hosting your own reviews on your own website as well as getting as many as possible across to Google. The cost? About the same as a Trustpilot membership initially, reducing substantially once critical mass has been achieved.

An example? Sure...

Begin with a business in a complex service sector; even more to the point, a complex business that many consumers think can be performed standing on one's head: estate agency:

Note that it has already experienced an 'inaccurate, misleading or plain unfair' review (that has reduced its score from 5.0 to 4.2). Show its management and staff how moderation works and encourage them to climb in at the shallow end. 

Then support them all the way. 

There you go! A - the - solution for a business that has structured its review management strategy for the long term. Unless, of course, you think Google/Alphabet will soon vanish in a puff of smoke. We don't, obviously.