In 2018 the ecommerce landscape was flipped on its head disrupted by direct to consumer (D2C) brands from Warby Parker to Moon Juice. This Summit will provide brands with cutting-edge D2C strategies to accelerate brand growth in 2019. Whether an aspiring D2Cbrand or optimizing your current strategy, hear from seasoned marketing experts on how to best set your brand up for success this new year. Join our free full-day virtual conference and hear 4 back-to-back expert sessions all while from the comfort of your home or office.

1. The 2019 Direct to Consumer
Omnichannel Growth Summit

2. 9 - 9:45 am PT
12 - 12:45 pm PT
HEAP ANALYTICS PRESENTS:
Direct to Consumer Retail:
Using Data to Build Relationships
with Consumers
10 - 10:45 am PT
11 - 11:45 am PT
ELITE SEM PRESENTS:
The Breakdown of a Breakout Brand's
Marketing Flywheel
TRUSTPILOT PRESENTS:
Cutting Through The Noise:
Using Trust and Credibility to Stand
Out in a Crowded Market
Today’s Timeline
CPC STRATEGY PRESENTS:
The Direct to Consumer Amazon
Approach

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Analicia Santaella
Partner Coordinator

4. Cutting Through The Noise
4
Using Trust and Credibility to Stand
Out in a Crowded Market

5. About Trustpilot
We help people buy
with confidence
Sharing experiences builds
trust and transparency
We help companies harness
the power of reviews

6. 6
50m+
1m+ New reviews each month
230K Brands reviewed on Trustpilot
A little bit
about
Trustpilot.
Online reviews posted

7. 7
What do most successful D2C
companies all have in
common?

8. 8
The keys to success in D2C
Differentiate on both products
& brand/customer service
D2C brands often turn a simple, quality
product line into a luxury. But even more
crucial to D2C success is creating a
brand that people love and trust.
Make customer experience your
strength
In order to build a brand people love, capitalize
on a strong customer experience.
Build customer loyalty &
advocacy
Take your customer feedback and turn
happy customers into return revenue
and advocates

9. 9
To be successful in D2C, you need to:
1. Differentiate on both products and
customer service
2. Make customer experience your strength
against competitors
3. Build customer loyalty and advocacy

10. 10
Reviews and social proof =
easy solution to standing out

11. 11
90%
72%
of consumers will take
action after reading a
positive review.
According to a survey conducted by
Dimensional Research and Zendesk
86%
of people would pay more for
services for a company with
higher ratings and reviews.
Are reviews
really that
important?
of consumers say buying
decisions are influenced
by online reviews.

12. 12
Differentiate on products &
customer service

13. 13
Central to D2C = Simple, but good quality products

14. 14
Encourage your customers to review
your products.
Showcase your product quality & features

15. 15
Even more important than the
product to most D2C brands is
creating a brand that people love.
Even more important to D2C = Brand perception

16. 16
Don’t just stop at product reviews,
collect reviews of your brand and
customer service
Prove your customer love with brand reviews

17. 17
Show your brand reviews in paid
search ads and organic search
results.
Showcase your customer love everywhere!
PAID CTR+
10%
According to Google, ads with Seller Ratings get up
to a 10% higher CTR than the same ads without
ratings.
ORGANIC CTR+
45%
LensDirect increased their organic CTR by 45% on
their highest value search term after using Trustpilot

18. 18
Rich snippets on product pages and
key business pages displays more
relevant information to potential
customers
Get rich snippets for both your brand &
product reviews

19. 19
Make your ads and social profiles
stand out and build brand trust
Share customer feedback on social & display ads
CTR+
66%
Vivint saw a 66% higher CTR after adding
reviews to their display ads.

20. 20
Make customer experience
your strength & grow sales

21. 21
Listen to and learn from your customer base by proactively collecting reviews and
feedback from all customers
Improving customer experience starts with feedback

22. 22
Analyze customer feedback and find trends to improve customer experience on a
macro level
Identify trends to find largest opp for CX improvement
● Identify key sources of positive
and negative reviews
● Resolve the major drivers of
negative feedback to make a
positive customer experience

23. 23
How to respond to negative review - show off
your customer service

24. 24
75% of customers like when brands personalize shopping experiences for them
Use personalization to convert audiences

25. 25
● 75% of consumers are more likely to
buy from a retailer that knows their
purchase history and recommends
based off of it
● By 2020 smart personalization engines
will enable digital businesses to
increase their profits up to 15%
Personalize your pages with
recommendations.

26. Showing customer reviews on your homepage, category pages, and landing pages
can dramatically grow conversions.
Showcase your awesome CX to convert audiences
CONVERSIONS+
16% CONVERSIONS+
12%CONVERSIONS+
130%
ID Wholesaler saw a 130% increase in
conversions and a 315% increase in sales after
displaying reviews onsite.
Revel saw a 16% increase in
conversions after displaying their star
rating front and center near their CTA.
Vivint saw a 12% increase on landing
page conversions after incorporating
Trustpilot reviews, resulting in 13% more
sales revenue.
26

27. 27
● Approximately 75% of online shopping
carts are abandoned every year
● Add reviews to stop cart abandonment
before it happens
● Leverage social proof in your cart
abandonment emails
● Silver Heart saw a 25% decrease in
cart abandonment by adding reviews
to the buying journey
Say goodbye to cart abandonment.

28. 28
Build customer loyalty &
advocacy

29. “
29
I think our primary reason for
collection of reviews is that we need
to be listening. We can’t just assume
that we know what our customers
want or need.”
Anna Pettus, VP GMS Strategic
Operations, JustFab.com
(TechStyle Fashion Group)

30. 30
The math behind customer loyalty
On average…
- Return customers cost 10 times
less to acquire than new ones
- Return customers spend 2/3’s more
than new ones
- Happy customers will recommend a
provider to 3 friends
Great Customer Experience Poor Customer Experience
On average…
- 79% of unhappy customers would take
their business to a competitor
- 13% of unhappy customers will tell more
than 20 people

31. 31
Likelihood of another purchase after 1,2, and 3 purchases
Customer loyalty grows with every purchase
1st
purchase
2nd
purchase
3rd
purchase
27%
45%
54%

32. 32
Resolving a customer issue can make a customer for
life

33. 33
Launched the Surprise & Delight Program to over-deliver on customer
experience, nurture loyalty, & build advocacy through unexpected experiences.
Get creative in the name of customer loyalty
● Mission: Get customers talking about their positive customer experiences
● Strategy: Capture customer attention both when they mess up and when they’re crushing it by sending both
happy and unhappy customers a surprise gift
● Goal: Turn unhappy customers into happy customers; turn happy customers into advocates

34. 34
Create loyalty programs based on feedback
● Starting with $100k budget, with the goal to reach more than 50k customers in 6
months
3 Categories of Gift-Giving:
○ I’m Sorry: CS agent can offer one of the following if there was an issue: gift cards, handwritten letters, free
products, rush shipping, flowers, necklace, loyalty points, or can put in a request to do something more
○ Thank You: for top customers, can offer the same gifts as above “just because”
○ WOW Experiences: for brand fans (top 10% of spenders), can receive awesome gifts life VIP treatment,
entire bill paid, makeovers, personal assistant, fancy dinner, etc. → hope is that they share!

35. You have mere seconds to
capture attention. Optimize
those seconds for conversion
with customer reviews.
35

36. 36
Reviews in action

37. 37
● Features Trustscore and reviews
across site
● Video on product pages
(featuring their top reviews) to
communicate trust
Zhou Nutrition Case Study
Images courtesy of bold360

38. 38
Your platform
for progress

40. The 2019 Direct to Consumer
Omnichannel Growth Summit
Please hold for our next presentation starting at 12pm PT / 3pm ET
HEAP ANALYTICS PRESENTS:
Direct to Consumer Retail:
Using Data to Build Relationships
with Consumers