THE CONVERSATION

We've analysed the topics of conversation that are significant to your customers and undertaken a regression analysis to identify those attributes that influence your star rating on Trustpilot. Some factors have a positive influence but some have a negative one meaning that if this thing happens, people are less likely to give you a high rating.

The influence of Customer Service and Process are the highest. This indicates that these two factors have the most significant positive impact on Trustpilot ratings. Dealing with queries is an important part of the experience and access to a responsive and timely service is important for users. People also like that the overall process for buying and selling is straightforward.  Auto Trader should focus on optimising these areas to maintain and improve customer satisfaction.

Getting a sale is also influential on your overall Trustpilot rating. Clearly, this is not something that Autotrader can directly affect but reviewing and enhancing the information around price and setting realistic expectations might help the sales process.

The website/app has the lowest influence. It might be useful to review your web and app interfaces, particularly in relation to uploading photographs, to enhance user satisfaction and potentially increase ratings.

ASSOCIATED SHOPS

Looking at the other categories shopped by your customers can tell us about their wider buying behaviour.

The chart displays the 'Ratings Odds Ratio,' which measures the odds (or likelihood) of customers who shop in a specific category leaving a high stars reviews for you, compared with the odds of those who don’t shop in that category doing the same. We then express the difference between these odds as a percentage.

The quadrant analysis reveals that customers who shop in the "Insurance" and "Furniture Stores" categories tend to leave higher frequency and positive reviews for Auto Trader. This suggests specific demographics or lifestyle traits associated with these customer segments that might provide deeper insights for Autotrader.

Clearly anyone who drives a car has to have insurance but those who purchase other types of insurance, such as home or life assurance are often older adults with established financial stability. They are likely to be homeowners and may also have families, as family units typically require more comprehensive insurance coverage. Their lifestyle tends to be risk-averse, prioritising financial security and protection.

On the other hand, customers who frequently shop at furniture stores might be younger to middle-aged adults in transitional life stages such as moving into a new home, getting married or starting a family. This group might have a moderate to high disposable income, enabling them to invest in home furnishings. Their lifestyle often includes a focus on home improvement and aesthetics, indicating a preference for quality and appearance. They may prioritise stability and comfort in their lifestyle, which translates to a careful and considered approach to significant purchases like cars. Additionally, furniture shoppers might be more brand-conscious and inclined to choose established, reputable brands for both home and car purchases.

By understanding these demographic and lifestyle traits, Auto Trader can target services and marketing efforts to better meet the needs and preferences of these high-value customer segments, potentially increasing positive reviews and customer loyalty.

ASSOCIATED WORDS

A Moonplot is a way of mapping variables so that their interrelationship can be visualised. It is often used to map perceptions of brands or products and their association with various product and service attributes.

In this moonplot we have identified the words or phrases most closely associated with your customers who also shop in the insurance and furniture stores categories. We identified earlier that these were your most important customers.

The further a category is from the origin (marked x) the more distinct it is in comparison with other categories. The closer a category is to another category the more similar they are. The more distinct a word the larger the font size. A small angle between a category and an attribute means they are likely to be associated. If the word is more distinct the association is strong. 

Customers who shop in furniture stores are closely associated with the word process in their reviews of you. This attribute of your service differentiates them from customers who shop for insurance. For these customers, there is a close association with the word place as in placing the advert.

For those of your customers who also shop in the insurance category, there is a strong association with the word place. This word is used to describe how quick and easy it is to place an advert as well as expressions of Auto Trader being an effective place to sell, especially in comparison with other market places.

THE SHOPPING UNIVERSE TREE PLOT

We discussed above the most important categories that people who give you the best reviews also shop. Below we display all the shopping categories that are also shopped by your most loyal customers. We define these as people who have made more than one review of your brand.

From this analysis you can gain valuable insights into your loyal customer's broader interests and shopping behaviours. The tree plot identifies the other product categories and services that resonate with your loyal customers, offering a strategic opportunity to tailor marketing campaigns, create partnerships or even expand your product lines to align with these interests.

Understanding  cross-category interests can enhance customer segmentation and personalised marketing efforts, potentially increasing customer retention and attracting new customers with similar profiles.

The graphic is fully interactive so clicking on the tiles gives you finer detail on your shopping universe.