EVERYBODY'S TALKING
How what people say in your Trustpilot reviews affects your overall rating
THE CONVERSATION
Understanding what customers think of your service and why they rate it highly or poorly is essential to the growth of any business.
To provide this insight, we have analysed your Trustpilot reviews and identified the topics reviewers discuss and how these drive their overall rating of you.
These insights will help identify actions that help drive loyalty and higher star reviews.
Trustpilot gives a list of words that are contained in reviews but this doesn't tell you the full detail of what people mean. Instead, we undertook a topic analysis to identify the issues reviewers discuss and then did a regression analysis to highlight the statistical relationship between the topic and your rating.
This analysis reveals several key insights into the factors. First, the ease with which users can obtain quotes ('Ease') stands out as the most influential factor. This indicates that maintaining the speed of obtaining quotes is key to customer satisfaction.
Similarly, customer service ('Service') is another crucial factor, suggesting that high-quality customer service also plays a vital role in boosting Trustpilot ratings.
Conversely, the website or app ('Web/app') appears to have a negative impact on Trustpilot rating. This implies that any issues or dissatisfaction with the website or app can significantly detract from the overall customer experience.
In addition to these factors, 'Deals', which refers to the amount of money users save on insurance premiums, has a smaller Influence. While saving money does contribute positively to higher ratings, its impact is less pronounced compared to the ease of getting quotes and customer service quality.
The process of entering relevant data to generate quotes ('Process') also has a small negative influence which probably relates to the ease of use of the website.
What do reviewers mean by 'ease'?
TIME FOR ACTION
So what does this mean? We undertook a quadrant analysis to identify priorities for action.
Ease is positioned in the high-frequency, high-impact quadrant, indicating that it is both frequently mentioned in reviews and has a significant positive impact on high star ratings.
Secondly, 'Deals' and 'Quote' are in the high-frequency, low-impact quadrant. Although these factors are often mentioned by users, they have a lower impact on high star ratings compared to 'Ease'. This suggests that while saving money and the quoting process are important to customers, they do not drive high ratings as strongly as the ease of use.
Lastly, 'Service', 'Process', and 'Web/app' are located in the low-frequency, low-impact quadrant. These factors are less frequently mentioned in reviews and have a relatively lower impact on high star ratings. However, 'Service' and 'Web/app' still have a noticeable presence, indicating areas for potential improvement. Enhancing these aspects could contribute to overall better customer experiences, even if they do not have as immediate or strong an effect as 'Ease'.
Based on the insights from our analysis, GoCompare should focus on several key areas to improve their Trustpilot ratings and attract more users.
Firstly, enhancing the ease of use is paramount. Streamlining the quote process and simplifying the steps users need to take can significantly boost customer satisfaction.
Investing in user experience (UX) design to make the website and app more user-friendly, faster, and easier to navigate is crucial. Improvements like mobile optimization and intuitive design principles can greatly enhance the user experience, leading to more positive reviews.
Additionally, customer service is another critical area. Providing thorough training for customer service representatives to ensure they handle inquiries efficiently and courteously is essential. Implementing live chat support and a follow-up system for resolving queries can further enhance customer satisfaction.
To attract more users, GoCompare should highlight the financial benefits of using their service. Emphasising savings through transparent pricing, case studies, and testimonials can demonstrate real-world examples of customers saving money.
Additionally, targeted marketing campaigns tailored to different user segments and content marketing strategies can drive traffic to the website. Creating educational content, such as blog posts and videos, can address common insurance questions and concerns, positioning GoCompare as a valuable resource.
Finally, leveraging social proof and reviews is crucial for building trust and attracting new users. Encouraging satisfied customers to leave positive reviews on Trustpilot through follow-up emails and on-site prompts can increase the number of five-star reviews.
Publicly responding to both positive and negative reviews shows that GoCompare values customer feedback and is committed to improvement.