Parfumerie.nl: Improved customer satisfaction and marketing results with Trustpilot
Discover how the collaboration led to higher conversion rates, click-through rates and customer satisfaction.
Parfumerie.nl, a leading Dutch online perfumery, with a rich history that goes back more than 55 years. In 1999, the parent company of Parfumerie.nl, Marjo, made the transition to the digital world. Since then, it offers an extensive and varied collection of luxury perfumes, skin care products and make-up via their online platform.
This also brought to light the importance of online customer trust and for a number of years now, Parfumerie.nl has been a Trustpilot customer. Since starting with Trustpilot reviews, the company has achieved significant improvements on various fronts, including a higher Return on Ad Spent (ROAS), higher click-through rates on socials & an increased conversion rate on the website.
“Trustpilot has helped us to foster transparency and trust with our customers, which is essential to our success. Honest customer reviews allow us to continuously improve our service, better understand customer needs and meet our customers’ expectations. We can now collect valuable feedback and increase our customer satisfaction.”
Automatically invite reviews for rapid growth
Parfumerie.nl uses the Magento connector to automatically collect customer reviews and integrate them with their e-commerce platform. This ensures a seamless experience and increased efficiency. The automatic collection and publication of reviews saves them time and resources. By applying the automatic collection, they have already collected more than 26,300 reviews over the years.
Expanding in Belgium with the help of Trustpilot
Parfumerie.nl expanded into Belgium with Parfumerie.be, where the platform did not yet have a name recognition. Customers relied on honest reviews to get to know the company. Trustpilot reviews played a crucial role in strengthening trust with Belgian consumers. Thanks to Trustpilot, it was easy to translate widgets and reviews into French for the French-speaking market.
26%
higher click-through rate (CTR) for ads including Trustpilot.
20%
higher engagement on social posts compared to the previous year
19%
increase in conversion rate for ads that mentioned Trustpilot.
19% higher conversion rate in organic and paid social campaigns
Parfumerie.nl integrates Trustpilot scores and reviews intensively in their paid advertising campaigns, but also in organic posts, with a focus on social media channels such as Instagram and Facebook.
“We regularly post our Trustpilot scores on our organic social media channels. We do this to show transparency and customer satisfaction to our followers. Posts with Trustpilot scores generated a 26% higher engagement compared to our other posts.”
Shannon Tangali-Orie
Marketing Manager
The paid campaigns include both retargeting and reaching new audiences. They add different types of review content depending on the purpose of the ads. Here’s how they do it:
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Star Rating: Prominently displayed in ads, building trust immediately.
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Review Text: Positive customer reviews were used to show authenticity.
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Category Ranking: Emphasizes position and expertise in the market.
Through A/B testing many different ads, they saw that ads with Trustpilot had a 26% higher click-through rate than ads without Trustpilot, and they saw a 19% increase in conversion rate for ads that included Trustpilot ratings and reviews compared to those without.
Since they started using Trustpilot more prominently on social media last year, they’ve seen a 20% increase in overall social engagement and a 14% increase in paid sales.
Personalization of the Trustpilot profile
“We have fully personalized our Trustpilot profile and adapted it to our corporate identity. This was a strategic choice to radiate a certain feeling towards the consumer, such as luxury and service orientation. By reflecting our brand identity on our Trustpilot page, we have been able to create a consistent and recognizable look and feel.
These adjustments have had a significant impact on our customer interaction:
• Increased Click-Through Rate (CTR): We have seen an 18% increase in clicks to our website since personalizing our Trustpilot profile.
• Focus on USPs: Thanks to personalization, we can communicate our most important Unique Selling Propositions (USPs), such as free samples with every order, more clearly. This has resulted in a 22% increase in customer satisfaction and repeat purchases.
• Removal of Competitors: With our paid subscription, we have chosen to no longer show competitors on our profile page. This has helped us to focus fully on our own products and services, which has led to a 15% higher conversion rate.
These strategic adjustments have not only allowed us to provide a better customer experience, but also significantly increase our sales and customer loyalty.”
Hugo de Groot
Owner of Parfumerie Marjo B.V.
“We noticed that Trustpilot became even more important to our customers than the Thuiswinkel Waarborg quality mark. This was mainly due to the direct and transparent feedback from customers that they could read. For example, 70% of our customers indicated that they had more confidence in our webshop because of the Trustpilot reviews. Also, pages with Trustpilot widgets have a 19% higher conversion rate than pages with only the Thuiswinkel Waarborg quality mark.”
Use of Trustpilot widgets on the website
Parfumerie.nl integrated Trustboxes and review widgets on important pages of their website, such as the homepage, product pages and the checkout page. This has had a positive impact on the customer journey and consumer trust. The integration of Trustpilot widgets on the homepage resulted in a 14% reduction in bounce rate.
They also saw that the pages with Trustpilot widgets had a 27% higher conversion rate compared to pages without widgets.
Optimized email campaigns with reviews
At Parfumerie.nl, they have effectively integrated Trustpilot into their email marketing campaigns, especially in their newsletters. They also prominently mention Trustpilot reviews in the email footer, email headers and in specific promotional emails. This has led to a significant improvement in the performance of their email campaigns.
“From our A/B tests with Trustpilot content, we saw great results. Emails with Trustpilot reviews had a 4% higher click-through rate compared to emails without reviews. We also saw an 8% increase in the conversion rate of email campaigns that included Trustpilot reviews in the past year.”
Shannon Tangali-Orie
Marketing Manager
30%
reduction in complaints about logistics after adjustments in the logistics process.
7%
higher TrustScore than the average in their sector.
20%
improved review response rate for higher customer satisfaction.
Competitor analysis & topic analysis
With the new market and competitor analyses, they can compare their performance with that of their market peers. This gives them insight into where they are ahead and where they can improve. Parfumerie.nl’s average review score was consistently higher than the market average, which gives them a competitive advantage. Their TrustScore is 7% higher than the average in their sector.
With the ability to create custom topics, they can perform more specific analysis that is relevant to their business goals.
By analyzing reviews with custom topics such as “free samples,” they were able to determine that this is a key USP for their customers. Reviews that mentioned this topic had an average rating that was 11% higher.
“ We are very happy with Trustpilot’s new Market Insights features. This tool provides us with valuable insights into how we are performing compared to our competitors and helps us better understand market trends and customer preferences. We can now easily see how we are performing compared to our peers in areas such as average review score, TrustScore, and responses to negative reviews. We can quickly see where we are underperforming compared to the market and take targeted actions to improve these areas”
Hugo de Groot
Owner of Perfumery Marjo B.V.
Customer Service Improvement
Trustpilot Analytics enables Parfumerie.nl to perform in-depth analyses of their customer reviews. Through sentiment analysis, the support team can understand which aspects of our service and products are rated positively or negatively. This helps them to make targeted improvements.
After analyzing negative feedback about delivery times, they adjusted their logistics process, resulting in a 30% reduction in complaints about this topic in the following quarter.
By further responding quickly to negative feedback and resolving issues, they improve overall customer satisfaction.
“By proactively responding to negative reviews within 24 hours, we improved our negative review response rate by 20%, resulting in higher customer satisfaction.”
Hugo de Groot
Owner of Parfumerie Marjo B.V.
At Parfumerie.nl, in collaboration with Trustpilot, not only has customer satisfaction increased but also overall business results & marketing results have improved.