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​The TrustBox Optimizer - FAQ

The TrustBox Optimizer tracks the performance of your TrustBox widgets. This article answers frequently asked questions about this optimization tool including conversion insights, tracking, results analysis, and risk assessment.

How does Trustpilot generate conversion insights?

After you implement your TrustBox and the conversion tracking script on your website, we will combine the impression and conversion events to analyze how customer reviews impact your conversion rate and revenue.

By applying the principles of A/B split testing, we compare and derive insights from:

  • How your website performs with TrustBoxes. By default, your visitors are divided so an equal percentage of them will see only one of the TrustBox variations (you can test up to 2 TrustBoxes), or no TrustBox.
  • How two different TrustBox variations perform and which one has the highest impact on conversion. In this case, we’ll only show one variation at a time to half of your visitors (by default 50/50 split).

Tip: Keep an even visibility split between the tested variations to get faster and easier-to-compare results.

What is a conversion? What kind of conversions can I track?

A conversion occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase. Pick a conversion point that is most relevant for your business and you expect that your TrustBox will influence - usually one of your main business metrics.

With the conversion code in place, we measure the following:

  1. Track any type of conversion (e.g., completed purchases, trial sign-ups, etc.)
  2. Track revenue (e.g., order total, basket size, etc.)

Note: Track only one conversion point at a time.

Which TrustBox should I choose?

The best TrustBox for your website will depend on your layout and the typical user journey.

Reviews and your TrustScore are only valuable if your customer can actually see them - this is essential for social proof. We recommend placing your TrustBox above the fold or generally close to key decision points.

Tip: Try out variations and keep experimenting to get optimal results.

On which pages should I put a TrustBox?

When selecting where to place a TrustBox, consider the user journey. Experiment with different variations based on:

  • Which landing pages get the most traffic?
  • What type of traffic do you drive to your website and what are the biggest difficulties in convincing users to buy from you?
  • Where in the conversion funnel do you see the biggest drop off rates?
  • What are the key decision points?

Tip: Try out variations and keep experimenting to get optimal results.

How long before I see any conversion insights?

We start collecting data when you implement the TrustBox and the conversion code on your website.

During the first week of testing, or if traffic is very low (under 200 visits), we will not show a detailed report. It’s too early to draw conclusions from such a small data sample. After that period, we’ll display a detailed report with your test results based on the data collected. The report is generated once a day and is based on all data collected since the beginning of the test. We don’t recommend extending a test period beyond 8 weeks.

Tip: Test on high-traffic pages so you can get more accurate results faster.

What if I don’t get the expected results?

All results are good because they expand your knowledge of your website and your customers. Try out variations and run multiple tests (one at a time) with one or more TrustBoxes to find the solution with the highest impact.

Check out the best practices & tips for optimizing the Optimizer, plus examples to see the Optimizer’s results in real scenarios.

Tip: Combine conversion insights data with user research to get a deeper understanding of your customers’ behavior and better optimize your online business.

What is Chance to win?

Chance to win represents the probability of the tested variation outperforming the other variations in the test. Below is a table that sums up the different percentages in three main groups.

Chance to win What does it mean? Risk assessment
ca. 50-60%

The tested variations are very similar.

Example and recommendations

Neither win, nor lose
> 70%

There is a high chance that this variation will outperform other variations in the test over time.

Example and recommendations
Safe
> 90%

There is a very high chance that this TrustBox variation will outperform other variations in the test over time. This variation can be declared a winner.

Example and recommendations
Very Safe

You can read more about Chance to win here: Understanding your Conversion Optimization Test Results. Or learn how to easily maximize Trustpilot ROI with the TrustBox Optimizer.

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