If you're in search of general feedback from your website you have multiple options – for example, you can use user surveys.

But what do you do when you only want feedback from the people who matter to you most – your customers? This was the dilemma for Danish fashion chain SOLO Concept and its media agency, Loyalitetsbureauet.

+9% Increase in the step from shopping basket to login
+11% Increase in sales conversions
9.0 TrustScore

Since 1988, SOLO has aimed to be Denmark's leading retailer of fashionable women's clothing, with 30 stores and a well-run online shop. A selection of modern classics in a wide range of sizes, at competitive prices with excellent customer service is its trinity of core values.

Loyalitetsbureauet is a full-service media agency in Aarhus, Denmark. The company was founded in 2001 and employs 30 people. Its expertise in loyalty programmes and online stores has made Loyalitetsbureauet a popular choice among Danish retail chains, particularly within the fashion industry.


SOLO not only wanted to obtain feedback exclusively from customers, it wanted to improve conversion rates in its online shop. In particular, the step from shopping basket to login was identified as needing improvement.

SOLO works closely with Loyalitetsbureauet on all aspects of its website and customer loyalty programmes. Together, they decided to implement Trustpilot to collect reviews and display customer satisfaction levels on SOLO customised the widgets displaying customer feedback to match the look-and-feel of, and performed a multi-variable split test to measure exactly how much, and where, Trustpilot was improving conversion rates in the online shop.

There really is no option other than Trustpilot, if you want to source the feedback from customers exclusively.

Nikolaj Landrock

Two metrics in particular showed significant results. Displaying customer feedback in the left column of its online shop has contributed to an 11% increase in sales conversions. And both SOLO and Loyalitetsbureauet were particularly happy to see the Achilles heel in their sales funnel, the step from shopping basket to login, improve by almost 9% in the Trustpilot version.

Today, SOLO collects around 20 reviews per week and its satisfied customers reward its level of service with a TrustScore of 9.2. Nikolaj personally monitors inbound customer reviews. Trustpilot increases the focus on customer service in the organisation and it takes less than ten minutes a day to engage with reviews.

With Trustpilot we solved the main challenge of sourcing customer feedback and improved conversions too. That means that we gained ROI less than one month after signing up.

Nikolaj Landrock, Loyalitetsbureauet/SOLO Concept