Introduction

Product testing and customer reviews are two indispensable components that help brands build trust. While thorough product testing ensures that products meet the highest standards of quality and safety, customer reviews provide authentic feedback directly from users.

Nearly 30,000 new products are launched each year, but 95% of them fail. That's why thorough testing is essential to ensure that products meet your customers' expectations. Add to this the power of customer reviews - 99.9% of consumers read them before buying and 49% trust them as much as personal recommendations.

How trust influences purchasing decisions and customer loyalty

Trust is a key factor in consumers' decisions about which brand to choose. Although trust is intangible, its influence on consumer behaviour is significant. When a consumer trusts a brand, they are much more likely to choose its products or services. Conversely, if a consumer loses trust, not only will they stop buying from that brand, but they are likely to inform others of their negative experiences, which can have disastrous consequences.

Why trust is so crucial

Lower perception of risk: Consumers who trust a brand perceive less risk associated with buying its products. This is particularly important for products that are more expensive or technically complex. If a consumer trusts a brand to deliver on its promises, they are more likely to make a purchase decision.

Repeat purchases: trust is the key to building customer loyalty. Customers who trust a brand often return to the brand to purchase again. This is especially true for brands that profile themselves as ethical, environmentally friendly or otherwise responsible.

Openness to innovation: Brands that have built trust with their customers are more likely to have their customers adopt new products or services. Trust allows brands to experiment without having to overcome strong market resistance.

Related: Why you should build Brand Trust among customers as well as employees

What happens when users lose trust in a brand

Sales decline: when a brand loses consumer trust, its sales can decline rapidly. Customers who feel disappointed or cheated will stop buying the brand's products and start looking for alternatives that they consider more reliable.

Negative impact on reputation: loss of trust often leads to an increase in negative reviews and bad ratings on social media. This trend can have long-term and hard-to-rectify consequences.

Discouraging other consumers: Customers who lose trust in a brand not only turn away from its products, but may actively discourage others from buying from the brand, compounding the negative impact.

Product testing helps verify the quality and reliability of a brand

Product testing is essential to ensure that products meet all necessary safety standards. This process identifies potential risks that could put users at risk and ensures that products are safe for widespread use.

In addition to safety, testing is also key to maintaining high product quality. Testing assesses products' resistance to normal wear and tear, which is important to ensure their long-term functionality.

Product testing in practice

Philips: Brand launched a new product – OneBlade First Shave – and wanted to get reviews from young men aged 14-17. The testing proved to be very successful, with the product receiving an average rating of 4.6 points and 93% recommendations. Thanks to authentic reviews and recommendations, they managed to reach a new target group and support a successful product launch.

NaturaMed: When testing the OmegaMarine Forte+ dietary supplement, the brand NaturaMed decided to involve testers from the Ženy s.r.o. community (Czech women community). The testers wrote 92 reviews with an average rating of 4.5, which led to a snowball effect of organic reviews from other customers and an increase in website traffic by 3,617 users.

Reckitt: Reckitt, the manufacturer of Finish Quantum Infinity Shine dishwasher tablets, tested their product with a community of testers who subsequently created 204 reviews. As a result, customers recognized the added value of the product despite its higher price, which strengthened the brand's credibility and increased interest in the product.

Customer reviews as a tool for building trust

The opinions and experiences of real customers provide valuable insight into how products and services actually work. When potential customers see that other people have had positive experiences with your brand, they are much more willing to trust and invest in your products or services.

Benefits of customer reviews

• Building trust and credibility: Positive reviews help build trust in a brand and increase its credibility. When potential customers see that others have had a good experience with a product or service, they are more likely to make a purchase decision.
• Improving products and services: reviews provide valuable feedback that companies can use to improve their offerings. Negative reviews can highlight weaknesses that need to be corrected, which can lead to better quality and customer satisfaction.
• Boosting SEO and online visibility: reviews also play an important role in improving SEO (search engine optimization). Search engines like Google consider reviews as new and relevant content that can improve a website's visibility in search results. Higher visibility then brings more organic traffic and leads.

Related: Quality reviews make SEO work for you: 3 tips on what to look for

Top 5 ways to use customer reviews to build trust and credibility

1. Make authentic reviews visible

Authentic reviews from real customers are essential for building trust. Make sure these reviews are highly visible on your website and provide transparent and credible feedback to potential customers.

Tips:

• Place reviews on the main page of your website for maximum visibility.
• Create a separate page dedicated to customer reviews.
• Use real customer names and photos to make reviews seem more credible.

2. Integrate reviews into your marketing campaigns

Incorporating positive customer reviews into your marketing activities can significantly increase the credibility of your campaigns. Reviews serve as powerful social proof that validates the quality of your products or services.

Examples:

• Include excerpts from positive reviews in email newsletters. Reviews and email marketing are a perfect match, find out why!
• Share customer reviews on social media.
• Use video testimonials in your marketing materials to better engage your audience.

3. Actively respond to reviews

Responding to customer reviews, whether they are positive or negative, shows that you value feedback and are committed to continuously improving your service. This proactive communication helps build a stronger relationship with your customers and increases your brand credibility.

How to respond:

• Thank customers for positive reviews and express your gratitude.
• Respond professionally to negative reviews, offer solutions and show empathy.
• Use feedback from reviews to make real improvements to your products or services.

Related: Find out how to respond to positive, neutral or negative reviews

4. Encourage user-generated content (UGC)

Encourage customers to share their experiences through user-generated content. This type of content adds a layer of authenticity that conventional marketing materials can't offer.

UGC Strategy:

• Share customer photos and stories on social media.
• Create campaigns that encourage customers to share their experiences with your products.
• Include customer videos on your website to show real-world use of your products.

Related: How to get the most UGC materials for your brand

5. Use trust badges

Displaying badges from reputable review platforms on your website can greatly increase your brand's credibility. These trust badges show potential customers that your brand is reliable and that others have had positive experiences with your products.

Examples include:

• Badges from review sites like Yelp, Trustpilot, or Google Reviews.
• Certifications or awards from organizations in your industry.
• Highlighting high ratings or positive feedback on your site.
• Brand Testing Club stamp of quality.

Conclusion

Building trust and brand awareness is more important today than ever before. A combination of product testing and effective use of customer reviews can help you not only gain a competitive advantage, but also build a strong relationship with your customers.

The key to success is to be transparent and listen to your customers. When you show that you care about their opinion and that you are willing to continuously improve, you will earn their loyalty.

If you have any questions about how to effectively use customer reviews and product testing for your business, don't hesitate to contact us. We're here to help you build a strong and trusted brand.

Frequently Asked Questions

1. Why is pre-market product testing important?

Product testing is essential to ensure product safety, quality and reliability. It helps detect potential problems before the product reaches customers, which can prevent negative reviews and returns.

2. How can customer reviews affect my business?

Customer reviews have a big impact on your brand reputation. Positive reviews can increase credibility and attract new customers, while negative reviews can provide valuable feedback to improve your products or services.

3. How can I effectively get customer reviews?

The best way to get reviews is to proactively ask for them. For example, you can send customers an email after a purchase asking for a review. Offering a small reward, such as a discount on their next purchase, can also motivate customers to leave feedback.

4. How do I respond to negative reviews?

It is important to respond to negative reviews quickly and professionally. Thank them for their feedback, offer a solution to the problem and show empathy. This shows that you care about your customers and are willing to improve.

5. What is the benefit of user-generated content (UGC)?

User-generated content, such as photos or videos of customers, adds authenticity and naturalness to your brand. UGC can be used effectively in marketing campaigns, on social media, or directly on the web.