After describing the excesses of verified reviewers in Marseilles, today I’m going to write about Trustpilot, following an excellent American study I received. Trustpilot is now one of the best-known review platforms in the world. For many companies, it’s a must, an online showcase to keep a close eye on. But behind this façade lies a less glamorous reality: a system that often seems to put brands at a disadvantage, whether they are customers or not.
Summary and contents of the page
A well-oiled machine, but not always fair
Trustpilot’s business model is based on a seemingly simple principle: allow anyone to leave a review freely. However, many professionals have noticed a number of shortcomings:
- Negative reviews difficult to remove, even when clearly fraudulent
- Legitimate positive reviews mysteriously disappear
- Commercial pressure to subscribe to expensive pay-as-you-go packages, with no real guarantee of results
And it’s not just an impression. A study conducted in the United States by Trust Reviews, an independent organization specializing in the analysis of e-reputation platforms, reveals some alarming figures.
Statistics that make you think
According to Trust Reviews (USA), out of a panel of 500 companies surveyed that had subscribed to a Trustpilot paid package :
- 98% say they have not been able to remove fraudulent negative reviews
- 76% noticed unexplained disappearance of genuine positive reviews
- 62% saw their overall rating drop within three months of switching to a pay plan
These figures call into question the balance of the system and the real added value of premium formulas.
Why your Trustpilot rating can drop… even if you do everything right
In most cases, companies don’t understand why positive reviews are disappearing or why their overall rating is stagnating. They don’t master the rules of the game, nor the platform’s algorithm.
And yet, these rules do exist. Trustpilot applies automatic filters, detects “suspicious behavior”, and classifies certain reviews as non-compliant – sometimes wrongly. The problem is that these criteria are not very transparent, and their application is often inconsistent.
As a result, you feel as if you’re moving forward blindly… and subject to a mechanical process you have no control over.
What you can do (without spending a fortune)
I don’t offer any specific services on Trustpilot. I don’t sell packages, account management or algorithmic “tricks”.
On the other hand, I do work with my customers on one essential thing: setting up intelligent scenarios for collecting positive reviews, designed to maximize genuine customer feedback, at the right time, via the right channels.
Because that’s where the key lies: <strong”>you can’t control the algorithm, but you can greatly influence the quality and consistency of the reviews you collect.
Here are three concrete levers to act on right now:
1. Identify the right times to ask for advice
Not all moments are created equal. A satisfied customer just after a successful service or smooth purchase is far more likely to leave a positive review than a customer contacted cold several days later.
2. Vary the channels of solicitation
Email, SMS, QR code on invoice, post-purchase notification… the diversity of media reduces suspicions of automation and improves the credibility of reviews with the platform.
3. Segment your requests
A regular customer will not react in the same way as a new customer. Adapting your messages to the customer’s profile significantly increases your chances of receiving a sincere, positive review.
Take back control of your reputation
Trustpilot can be a powerful showcase… or a constant source of stress. It all depends on the strategy you put in place to attract the right reviews and limit the perverse effects of a sometimes unfair system.
With collection scenarios tailored to your business, you can :
- Improve the frequency and quality of positive reviews
- Reduce the impact of isolated negative reviews
- Gain peace of mind when faced with a platform whose rules you do not control, but whose reactions you can anticipate.
To sum up, my expert view:
❌ No, Trustpilot doesn’t always play fair.
📊 Figures from Trust Reviews (USA) confirm this.
✅ But yes, you can take back control intelligently, without a huge marketing budget.
If you’d like to discuss this, I can help you build a customized collection scenario, adapted to your business, your clientele and your existing tools.
👉 Contact me here to discuss your reputation objectives.
