Canvas Factory’s mission is to make photo printing easy and affordable for everyone. The business believes shoppers should be able to buy cheap canvas prints without sacrificing quality and craftsmanship.
But in such a competitive industry, it is imperative for a company like Canvas Factory to be able to hold trust at all levels and all stages of the buying journey. That’s why Canvas Factory started collecting reviews with Trustpilot.
Their focus on customer satisfaction has helped their Australian team achieve an amazing 9.4/10 rating on Trustpilot, from over 2,600 reviews.
To better understand how the business uses reviews to increase customer confidence and boost marketing efforts, we spoke with Tim Daley, Founder and Managing Director at Canvas Factory.
When Canvas Factory started exploring review solutions, they were looking for two things: a licensed Google Review partner to gain more visibility via Seller Ratings and Rich Snippets, and a platform that would be recognised globally.
Working with Trustpilot has allowed Canvas Factory to get more visibility earlier in the journey. Having reviews displayed right on SERPs (search engine results pages) means customers who plan to purchase a product will be provided with as much information and user-generated content as possible, before they’ve even landed on the website.
In addition to displaying reviews on search, Canvas Factory also showcases its Trustpilot rating and customer reviews at every stage of the journey. The website’s homepage and product pages all include reviews in order to boost customer confidence and reduce scepticism throughout the journey.
Canvas Factory’s homepage
One of Canvas Factory’s product pages
The company also chose to add the Trustpilot trust mark in their customers’ shopping carts. This helps reduce cart abandonment and generally increases conversions.
Customer reviews front and center on Canvas Factory’s checkout page
Canvas Factory understands how important it is to showcase their reputation on social channels too. Today, 59% of consumers visit the brand’s social media account(s) once a week or more before making a purchase, and 87% of consumers trust an ad more if it has a Trustpilot logo or rating.
“Sharing and posting reviews is key to amplifying trust signals to Canvas Factory’s current and future customers. The Trustpilot platform has been used to visually share reviews across the site, post reviews on social media, for broad based advertising and also to integrate reviews into email campaigns. This increases the brand’s visibility and offers consumers a chance to create dialogue, while placing the brand and products into their purchase behaviours.”
Canvas Factory chose Trustpilot as a review platform because of its openness. The business really believes it is essential for all customers to be able to give and share feedback, both positive or negative. Collecting honest feedback allows Canvas Factory to gather consumer insights, identify areas of developments, and engage with existing customers.
The team communicates with customers through Trustpilot reviews: Canvas Factory tries to keep all customers happy and satisfied by addressing issues quickly, as today, 95% of unhappy customers return if the business resolves the issue efficiently.
Example of negative review
“Both the marketing and customer service teams use Trustpilot as a director indicator of how the brand is doing in being consistent with its values, character, and culture,” says Tim.
“Trust is such an important brand asset for us. It supports product and service improvements along with growth and revenue, and allows us to deliver a seamless customer experience.”
“The Trustpilot team have worked closely with us throughout the process, from strategy through to implementation, to ensure that we achieve success with our review strategy. This has been done through regular business reviews, strategy meetings, and A/B testing guidance to ensure that the platform delivers solutions driving results.”
As Canvas Factory continues to grow and improve, they’ll use Trustpilot reviews to continually improve their service, demonstrate their value to new, potential, and existing customers as well as boost sales and revenue.
If you’d like to learn more about what Trustpilot can do for your business, you can get in touch with us here.
Department store tycoon John Wanamaker, who died in 1922, once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Of course he didn’t. Unlike you and me, Mr Wanamaker didn’t have the benefit of online marketing.
But before we get too smug, let’s remember one important point. While online marketing is far more measurable than the methods Mr Wanamaker had at his disposal, it still has its limits.
For example, if someone makes a purchase after first spotting a service online, it’s difficult – if not sometimes impossible – to attribute that sale to online marketing.
Said another way, measurement systems fail when the sale occurs face-to-face rather than browser-to-web page. And face to face is how most service businesses operate.
So what’s a service-oriented business owner to do?
They could do worse than talk to us. Ark Advance now offers new tracking technology that solves this age-old problem and finally closes the loop between online activity and actual sales.
For the first time, we can link your advertising activity directly to your CRM system and allow the two to talk to each other.
For example, let’s say we create a sales lead for you on Day 1. As per normal, this enters your CRM system telling you what campaign it came from and the search terms that were used.
For 30 days, that information sits within your CRM, waiting patiently like an heir to the throne for its day to come.
On Day 30 the lead picks up the phone and does business with you. You pop a bottle of champagne (this step is optional). Then you update your CRM system to record an accepted quote and the revenue involved.
Then our technology kicks in, linking the sale back to your Google Analytics account so you can attribute the revenue directly to the campaign that created the lead in the first place.
You don’t have to do a thing. It’s all technology driven.
And now, for the first time, you can automatically measure the effectiveness of your online marketing in driving face-to-face sales. Even when days, weeks or months have lapsed between the online lead and the face-to-face sale.
And, unlike poor Mr Wanamaker*, you can then tweak your advertising spend so that any wastage is minimal.
To find out how you can close the loop on your marketing, get in touch and we’ll be thrilled to talk you through it.
* Don’t feel too sorry for “poor” Mr Wanamaker. He died with a personal fortune of $1.5 billion in today’s money.