Disturb: Over 23000 Star Reviews Build Trust for Online Store

Founded in 2011, Disturb is a Finnish street fashion online store targeting men over 30 in Finland and internationally. In 2020, the company was looking for a solution to increase trust and brand awareness online. With Trustmary, Disturb has improved its credibility, customer experience and sales through customer feedback.

Petri Skinnari, owner and founder of Disturb, is a self-taught online retailer. With almost 15 years in the industry, he has been able to identify and solve the challenges of the buying path to increase sales.

– Ordering clothes from an online store can sometimes come down to the smallest details. If anything on the website undermines trust, the purchase won’t happen, Skinnari explains.

To build trust, Disturb chose Trustmary to automate the collection and publishing of customer feedback.

After four years of collaboration, Disturb has more than 23000 reviews, which appear in Google searches for potential customers who want to read others’ experiences:

Search translation: Disturb Experiences

Results using Trustmary

• 23000 ratings from customers
• 4.8/5 stars average
• More than 3000 public reviews
• Stars appear in Google search results (review schema)
• Up-to-date and reliable customer reviews on the website
• Weekly monitoring of customer satisfaction
• Improved customer experience
• Better purchase path conversions

When to ask for feedback?

Collecting 23000 customer ratings has not been a burden for the Disturb team, as the collection process is automated.

– We have two active surveys. One is on the thank you page immediately after the purchase and the other is sent a week after the purchase by email, Skinnari describes the feedback process.

At the end of the purchase path

The majority of feedback comes through the survey on the thank you page, which has helped to identify potential barriers to purchase and react to them quickly.

– I think it’s vital for an online store to be able to constantly see how customers feel about the store and their purchases, says Skinnari.

The questionnaire at the end of the purchase journey has helped to validate the problems in the journey.

– We closely monitor the conversion rate of the checkout process. Sometimes, in the open feedback after a purchase, customers have requested a new payment method, for example. These are important development suggestions for us, he says.

Without a query at the end of the buying path, it would be impossible for Skinnari and his team to know the cause of, for example, lower conversions.

One week from purchase

Disturb will automatically send you an email a week after your purchase asking for feedback on the products.

– This survey gives us information about the quality of the product and whether the order has met our expectations, Skinnari continues.

Although the majority of feedback is received at the end of the purchase journey, product feedback has been used, for example, to refine product descriptions.

How to build trust in e-commerce?

To maximize the impact of recommendations, it is advisable to include them on all pages that are frequently visited and where the purchase path typically starts.

– Our recommendations receive an average of 40,000 impressions per month, says Skinnari.

Each time the widget is viewed counts as an impression. Disturb has added the widget to its most visited pages, such as the home page, its language versions and category pages.

– We have added a widget on the homepage, where you can see up-to-date public recommendations, he says.

In addition to the recommendations added to the subpages, Disturb has a review page dedicated to customer feedback only.

The page can be found in the footer as “Experiences about Disturb”, and will rise to the top of organic results in Google searches when a potential customer searches for information about others’ experiences with Disturb.

– That’s how we build trust. When potential customers see the total number of our reviews, and our high star rating, and can browse open feedback, they are more confident to order, Skinnari explains.

All Trustmary widgets can be set to update automatically, removing the need to manually add new reviews to the website.

The importance of reviews for online shopping

One of the main reasons for implementing Trustmary was to increase reliability.

– Reviews in the shop create credibility, says Skinnari.

Just having any reviews is not enough; the reviews have to also be recent.

– Feedback creates an image of quality. For Disturb, the sheer volume and freshness of the reviews have created credibility. People get the feeling that other people come here to buy clothes too, says Skinnari.

In recent years, a major issue for online stores has been counterfeit sites that look authentic. A large number of reviews also helps distinguish genuine stores from these fakes.

– Even though counterfeit online store pages are easy to create, the sheer volume of reviews that a company like ours has can be too difficult to replicate. The lack of reviews on a counterfeit site may raise doubts in the customer’s mind about the page’s authenticity, Skinnari adds.

Time for development

With feedback collection automated, Skinnari and his team can focus on analyzing results instead of collecting feedback.

– We go through the feedback internally on a weekly basis. First, we look at the star rating for the previous week and then we focus on the open feedback, says Skinnari.

If the star ratings are below average, the reason is immediately identified through open feedback.

– Of course, the most useful feedback for business is the negative comments. We could be out of the customer’s size or there might be a technical problem with the page. When customers tell us everything right away, we can react quickly, he continues.

Tool for optimizing the purchasing path

Tracking purchase path conversions is key to the success of online businesses, but the digital services used to do this are often cumbersome to adopt.

Disturb receives hundreds of pieces of feedback every week, and reviewing them is part of the weekly team meeting.

– Trustmary’s interface is very simple and easy to use. We can spend our time together analyzing the results instead of figuring out the software, says Skinnari.

Overall, Skinnari has been satisfied with Trustmary’s reliability and the help he has received when needed.

– We are pretty self-sufficient users, but help has been provided when needed. Trustmary is a well-known brand in Finland and having it on our website adds to our credibility, he continues.

After four years of working together, Skinnari would recommend Trustmary to other online stores, and sums up his experience by saying:

– With Trustmary, we have collected a goldmine of feedback to show to customers, Skinnari summarises.