How can we enhance the visibility of verified reviews on Trustpilot's platform?

Introduction

To enhance the visibility of verified reviews on Trustpilot's platform, we need to carefully analyze our user segments, pain points, and potential solutions. I'll outline a strategic approach to address this challenge, focusing on improving user trust and engagement with verified reviews.

Step 1

Clarifying Questions (5 mins)

• Looking at Trustpilot's position in the market, I'm thinking about the current balance between verified and non-verified reviews. Could you share the current ratio of verified to non-verified reviews on the platform?

Why it matters: This helps us understand the scale of the visibility problem and potential impact of our solutions. Expected answer: 30% verified, 70% non-verified reviews. Impact on approach: A low percentage of verified reviews might require more aggressive visibility tactics.

• Considering user behavior, I'm curious about how users currently interact with verified reviews. What's the click-through or engagement rate for verified vs. non-verified reviews?

Why it matters: This indicates whether users already value verified reviews or if we need to educate them on the benefits. Expected answer: Verified reviews have a 20% higher engagement rate. Impact on approach: A significant difference might suggest focusing on making verified reviews more prominent rather than explaining their value.

• Thinking about Trustpilot's business model, I'm wondering about the incentives for businesses to encourage verified reviews. What percentage of businesses actively promote verified reviews, and what benefits do they receive?

Why it matters: This helps us understand if we need to improve the value proposition for businesses as well as consumers. Expected answer: 40% of businesses actively promote verified reviews, receiving higher visibility and trust scores. Impact on approach: A low percentage might indicate a need to improve business-facing features or incentives.

• Considering the product lifecycle, where is Trustpilot in terms of market penetration and user growth? Are we looking to acquire new users or increase engagement with existing ones?

Why it matters: This helps determine whether we should focus on new user education or improving the experience for existing users. Expected answer: Mature market position, focusing on increasing engagement and retention. Impact on approach: Would prioritize solutions that enhance the experience for existing users rather than onboarding features.