​The TrustBox Optimizer - FAQ and best practices guidelines

This feature is part of the Convert add-on module.

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

Frequently asked questions

How do we generate conversion insights?

After you implement your TrustBox and our conversion tracking script on your website, we 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 by considering:

  • How does your website perform with TrustBoxes? By default, your visitors are divided so that an equal percentage of them see only one of your TrustBox variations. If you want to test the impact of having a TrustBox versus not having one, make one variation an invisible TrustBox.
  • How do two different TrustBox variations perform and which one has the highest impact on conversion? By default, we show one variation at a time to half of your visitors (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 and what kind of conversions can I track?

A conversion occurs when a website visitor 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 that you believe a TrustBox could influence.

With the conversion code in place, we track:

  1. Any type of conversion, such as completed purchases or trial sign-ups.
  2. Revenue – for example: order totals or basket size

Note: Track only one conversion point at a time.

Which TrustBox should I choose?

Finding the best TrustBox for your website depends on the website's layout and the typical user journey.

Your reviews and TrustScore are only valuable if consumers can actually see them! Place your TrustBox above the fold or generally close to key decision points.

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

Where should I put a TrustBox?

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

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

How long does it take to get conversion insights?

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

Trustpilot provides you with a detailed report about test performance once we've collected enough data to produce an accurate report. As a minimum, 200 people need to see any of the variations in the test. And each variation needs at least 10 conversions, such as a purchase. This means that you shouldn't expect to see a detailed report in the first week of testing, or if the traffic on your page is low.

Once enough data has been collected, you'll be able to access daily reports of your test results. The daily report is based on all the data collected since the beginning of the test. 

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 useful, even if they're not what you expected. No matter what, test results expand your knowledge and understanding of your website and your customers. Try out different variations and run multiple tests (one at a time) with different TrustBoxes to find the solution that gives you the highest impact.

What does "Chance to win" mean?

Chance to win represents the probability of the tested variation outperforming the other variations in the test. This 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.

Neither win, nor lose
> 70%

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

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.

Very Safe

Best practices and tips for getting the most out of the Optimizer

The TrustBox Optimizer shows you how to improve your TrustBoxes and reviews. Every test is an opportunity to learn about what works or doesn’t work for your business and your visitors. There are no bad test results. It’s all about continuously optimizing until you find the best, most effective solution.

We've put together some tips to help you avoid pitfalls and quickly obtain the most valuable results, so you can utilize all the benefits of your TrustBoxes – and Trustpilot.

Test duration and accuracy

  1. Aim to have 1,000 visitors per variation before you take action. The longer you run the test and the more data we collect, the more accurate the result will be.
  2. Don’t stop the test too early! It’s good practice to run the test for at least 2-3 full weeks.
  3. Don’t run the test too long. Running a test for longer than eight weeks introduces too much seasonality - make a decision based on the data collected and plan a follow-up test.
  4. Avoid introducing changes on your site or changing how you drive traffic to your site while you are running a split test. This may affect the test results.

Do you have other TrustBoxes on your site?

Remember that you’re testing the effect of a specific TrustBox on your page. If you have other TrustBoxes on the same page or elsewhere on your site, they will also influence visitors throughout their customer journey.

Did your customers actually see the TrustBox?

Sometimes, TrustBoxes are placed in a position where they don’t attract any attention. Showing your reviews directly on the page can have a much bigger impact than if you have a small TrustBox in the footer.

If TrustBoxes directly compete with a key CTA or conversion driver, they might end up reducing conversions rather than improving them. For example, if you replace a key page module like “recently viewed” with reviews, you could end up decreasing conversions. Try not to do that.

In short, position your TrustBox in a location where it's both visible and complements (rather than distracts from) a CTA or conversion driver.

Are you testing at a key decision point?

Sometimes visitors don't go to the page where the TrustBox is placed, or they're already convinced to buy or use your services. Showing your reviews at key decision points, as opposed to having them hidden away on a testimonials page, will have a much greater effect on conversion.

New vs. returning visitors

Returning visitors already know you and don’t need to be convinced to shop or use your services again in the way new customers would be. Showing reviews on key landing pages where you send most of your new traffic gives new visitors a good reason to continue their customer journey, rather than drop off.

Returning customers can be your brand advocates! Try to get them to review your company (and reassure others that they can trust you) by using one of our TrustBoxes that collect reviews.

Page speed influence

It’s always good to aim for fast page load time. In addition to helping your SEO and user experience, it prevents potential complications around your Conversion Optimization Test. By default, our TrustBoxes wait for your web page to load before they are shown. A slow loading web page results in visitors not seeing the TrustBox before making a decision. Then, the TrustBox would have no impact on conversion.

This is especially important when the page where you are testing the TrustBox requires a simple user action (such as signing in), before they leave the page. We recommend confirming that the page loads quickly enough to ensure the user actually sees the TrustBox before leaving the page.