Trustpilot is dialing up the power of trust with a fresh batch of features designed to help businesses to collect feedback and use it to fuel growth.
Unveiled today, the updates let brands squeeze more value out of every review, placing authentic customer voices exactly where they matter most, whether that’s boosting conversion on a product page or crafting sharper marketing campaigns.
The enhancements come as trust becomes a commodity more sought after than ever. A recent PwC survey found that while 90% of business leaders believe their companies are trusted by consumers, only 30% of consumers agree. That trust gap isn’t just a reputational issue. Nearly half of consumers (46%) say they spend more with brands they trust, and more than a quarter (28%) are even willing to pay a premium.
Freshly baked customer feedback
Trustpilot’s new tools aim to close that gap by helping businesses turn reviews into richer insights and real action. Brands can now ask more specific follow-up questions immediately after a review is submitted, gaining deeper feedback while the experience is still fresh. New visitor insights provide visibility into how users engage with review content, helping uncover patterns and untapped growth opportunities.
“Customer feedback isn’t meant to just be collected—it’s meant to drive action. When businesses showcase their TrustScore in advertising, or refine internal processes to address customer concerns, they are turning their customers’ voices into measurable business success. These features will enable businesses to take those insights, and the value they offer, further,” said Alicia Skubick, chief customer officer at Trustpilot.
The updated analytics explorer pulls all key metrics into one place, giving teams a clear view of trends across TrustScore, review volume, profile views, and more. Meanwhile, brands can now group and showcase specific reviews based on keywords, recency, or star ratings using upgraded widgets.
For paid media, a revamped asset builder makes it easier to customise ad creatives with Trustpilot branding and review stars, which have been shown to make campaigns nearly 2.5 times more persuasive.