Why do the thoughts of complete strangers have so much influence over our buying decisions? Trustist Founder Nigel Apperley explains the power of good reviews in your business, how to seek out ‘moments of delight’, and why a 4.7 rating is the sweet spot when choosing a restaurant. 

Plus! How Ryanair mocks customers for their bad reviews – and still makes more sales. 

In this episode we meet Trustist founder Nigel Apperley. He has two decades of ecommerce expertise, at places like Slendertone and Waterford Wedgwood Royal Doulton. It was when he was Director of Ecommerce at Kwik-Fit that he really started to see a link between customer reviews and sales. 

So he ran an experiment. He gathered up Google reviews, and showed them on the website and on screens in stores. And saw an average increase in revenue of over 50%. 

Bit of a lightbulb moment!  

So in 2014 he set up Trustist, a customer review platform which pulls together reviews from lots of different sources to give you stars in Google search results. Which leads to more clicks – and more sales!  

Listen to our conversation and discover: 

• The power of ‘moments of delight’ and ‘review gating’ 
• The right time to ask for a review? 
• Why a 4.7-star rating better than 5 out of 5 
• The impact of reviews on your conversion rate (and how to deal with bad ones) 
• The right question to ask for the most positive and useful response 

Show notes 

Read more about Nigel and the story of Trustist: https://trustist.com/about/ 

Find out how you can use Trustist to get more stars in Google search results, drive traffic, reach more customers, and streamline how you display positive reviews of your business.

Book a demo: https://trustist.org/ChrisConsultation 

See pics from the Ryanair we refer to and see Martha in her pink flamingo! 

https://www.theinspiration.com/2023/09/ryanair-being-ryanair/ 

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