Integrating reviews across your company - How Instapage finds success

Monday, March 19, 2018

See how Instapage was able to achieve a 275% increase in CTR and an 18% increase in email marketing CTR using Trustpilot reviews.

The Challenge

In 2015, Instapage was looking for a way to build its credibility and brand name. While Instapage is now a household name to advertisers and marketers, it didn’t always have the same reputation. To help build its brand, Instapage quickly identified reviews as a way to learn from their customers and get the word out to potential new customers.

Why Trustpilot?

“As a bootstrapped company, we were looking for ways to establish our credibility and increase our reputation. It was very easy to go with Trustpilot, knowing they were a leader in the space.” - Stefano Mazzalai, Head of Marketing Operations

Instapage saw Trustpilot as the clear leader in the review management and collection industry. Trustpilot’s popularity with consumers and their high volume of website traffic gave Instapage confidence that it could successfully build its reputation and showcase it via a trusted third-party.

Additionally, Trustpilot had a lot of features and benefits that Instapage would be able to leverage.

This included:

  • Seller Rating Extensions for their Adwords that increase search ad CTR.
  • Rich Snippets for Organic Search powered by Trustpilot Service Review Trustbox, boosting SEO, a priority for Instapage, given that their customers largely came via organic search.
  • Tagging functionality allowing Instapage to automate review categorization based on personas and different product offerings.
  • Webhooks and Zapier integration, allowing them to easily integrate Trustpilot into their marketing automation processes.
  • Slack integration, allowing the company to learn about new reviews instantly.
  • Various plug-ins and widgets giving Instapage the ability to integrate reviews in their email marketing and derive valuable insights.

Given these features and benefits, Instapage knew that Trustpilot would not only give them a way to build their reputation, but also utilize reviews across the entire company.

Making reviews a core aspect of the business

After receiving a review, Instapage uses their marketing automation platform to better identify the customer and leverage existing data for improved insights. By taking into account additional customer data, they’re able to, for example, see how retention rates vary when looking at customers who left a review compared to those who haven’t.

From a marketing lifecycle perspective, reviews provide a quantitative view of what features are used and valued throughout the entire customer lifecycle.

However, because Trustpilot has so many integrations, Instapage is also able to use reviews in their marketing to increase engagement, reduce CAC, and increase their customer base. The following sections cover how Instapage leverages reviews as social proof across a number of channels.

Difference in retention rates comparing customers who left a review and customers who didn’t leave a review.

Using reviews as valuable social proof

Instapage takes advantage of their reviews by using them across a wide number of channels. They’re very active socially and use the Facebook integration to display their best reviews on their Facebook page. By consistently checking their analytics, Instapage knows that visitors land on their Facebook pages through organic search so having reviews displayed prominently gives these visitors a close look into how previous customers feel about Instapage.

Instapage also shares their best reviews on LinkedIn and Twitter in order to build brand goodwill and reinforce positive social proof.

Giving followers a glimpse into other users’ interaction with Instapage can help build a positive brand image
Stefano Mazzalai, Head of Marketing Operations at Instapage

Instapage Trustpilot post on Twitter

Their attention to social platforms gives Instapage a flexibility many companies don't have. For example, after a change in their pricing structure, a small minority shared their discontent and their comments were showing up on timelines first. To more accurately reflect the majority of their customers' sentiments, Instapage launched a 6-week campaign to promote their positive reviews and to elevate their brand sentiment.

By consistently collecting reviews, Instapage is able to learn from customer reviews in a way few companies can.