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Trustpilot Case Study: How Canvas Factory builds trust with customers

May 9, 2019 ark-com

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.

How Canvas Factory uses Trustpilot to build trust

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.

Tim explains:

“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.”

Why engaging with customers helps Canvas Factory grow as a business

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.

Tags: Trustpilot

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