Post on 08-Feb-2017
USING TRUST TO PROPEL THE BUYER
JOURNEY
DAVID ROSTANHead of Organic Marketing
Dashlane
Presenters
LAUREN LOWMANMarketing Manager
Trustpilot
Introduction to Dashlane & Trustpilot
Dashlane by the Numbers
Trustpilot by the Numbers
Agenda
Introduction to Dashlane and TrustpilotWhy trust matters to consumers and businessesDashlane’s B2C and B2B offeringHow Dashlane conveys trust in the buyer’sjourney
Learning from reviewsQ&A
Why Trust Matters For B2C and B2B Businesses
Need recognition
Product specification
Evaluation of options
Purchase decision
Post-purchase
Influenced by reviews
Look for reviews
Leave reviews
Ads can introduce need
Look online; Care about a brand’s
reputation, quality, service, price
One person, influenced by
opinions
Expects support if an issue arises
May ignore specs if “like
something better”
Often shares dissatisfaction
online
How Consumers Purchase
Look for reviews
Leave reviews
Look for reviews
90% of consumers say buying decisions are influenced by online
reviews
The Impact of Reviews on Consumer’s Buying Journey
72% of consumers will take action after reading
a positive review
Customers are likely to spend 31% more on a
business with “excellent” reviews
Need recognition
Product specification
Evaluation of options
Purchase decision
Post-purchase
Same process overall except:
Proactively identify need
More stakeholders, detailed specs; budget approval
Care about reliability & reputation; looks
for 3rd party validation online
Group decision; Case studies &
reviews influence
Expects customer service; easy to share dissatisfaction online
How Businesses Purchase
78% of B2B buyers begin their evaluations with web
search
60% of B2B buyers search for online
reviews
65% of buyers indicate that a winning vendor’s
content heavily influenced their decision
The Impact of Reviews on Businesses Buying Journey
Dashlane’s B2C and B2B Offering
Dashlane’s Consumer Offering
Organize all your passwords in one secure place
Get your passwords wherever, whenever you need them
Auto-save passwords, and watch Dashlane type them for you
• Collect reviews with reputable third-party (Trustpilot)• Have reviews available, easy to find, and on display to
help consumers through purchase journey
How Dashlane Conveys Trust to Consumers
Store, share, and manage unique passwords securely across teams
Report and measure your teams password strength to ensure data
security
Accelerate productivity with instant logins and auto-fill forms
Dashlane’s Business Offering
• Businesses buy for people – employees, investors, clients, customers – making personal trust huge for businesses
• So? Conveying trust to businesses is surprisingly similar to conveying trust to consumers
Reviews = “mini case studies” + more personal + easier to consume + organic traffic
How Dashlane Conveys Trust to Businesses
How Dashlane Conveys Trust in Buyer’s Journey
Poll
Non Branded Search Terms – PPC Product specification
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
PPC Landing Pages
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Research Brand – Trustpilot Page
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Homepage
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Email Marketing
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Rescuing Unhappy Customers
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Identifying Customer Advocates
• Invited 5-star reviews to vote on Product Hunt
• Received enough votes to be featured by Product Hunt
Need Recognition
Product Specification
Evaluation of Options
Purchase Decision
Post- Purchase
Learning From Reviews
Poll
Speaking Your Customer's Language
Questions?