In Short
By identifying high-intent users who came specifically to write a review, we introduced a direct and simplified review entry point accessible across the platform. The new Global Review Editor reduced friction, improved completion speed, and contributed to an increase in organic reviews. The work strengthened Trustpilot’s core review ecosystem by making it faster and easier for users to share their experiences.
Background
In our research, we noticed a recurring behavior: many users came to Trustpilot simply to write a review. However, there was no clear or immediate shortcut for doing so directly from the homepage. This created friction for users with strong intent and often led to unnecessary drop-offs.
Hypothesis
If we designed a direct review flow for users who come with the intent to write a review, we could make the process faster, easier, and more intuitive resulting in more organic reviews being submitted.
Goal
Enable users to start writing a review directly from Trustpilot’s homepage.
Expected Impact
• Increase the number of organic reviews (reviews not prompted by businesses).
• Improve conversion among users who visit specifically to post a review.
Key Results (KRs)
• Growth in total organic reviews.
• Reduced friction and cognitive effort for users leaving organic reviews.
Key Scenarios
1. A consumer visits Trustpilot’s homepage with the intent to post a review.
2. A consumer clicks “Write a review” in a transactional email and lands on the homepage or global review form.
Solution
We designed a Global Review Editor that could be accessed directly from the homepage, allowing users to quickly find the business they want to review and start writing immediately. Because it was placed in the header navigation, the feature was accessible from all pages across the platform not just the homepage.
The flow focused on:
• Speed and clarity: Providing a single, unified entry point for writing a review.
• Simplified flow: Reducing the number of steps and distractions for high-intent users.
• Consistency: Ensuring the same experience across all entry points (homepage, email, or deep links).
This prototype was validated through user testing and shown to significantly improve comprehension and completion speed compared to the existing flow.
Outcome
The Global Review Editor was successfully implemented and rolled out across the platform, creating a clear and consistent shortcut for high-intent users. By placing “Write a review” prominently in the header and unifying entry points, we significantly reduced friction in the review submission journey.
Following launch, we saw a measurable increase in organic reviews and improved conversion among users visiting with the intent to post. Completion speed improved, and user feedback reflected a clearer, more intuitive flow.
Beyond immediate impact, the solution established a scalable foundation for future optimizations of Trustpilot’s review ecosystem, reinforcing the importance of designing for strong user intent.
