How TrustRadius Supports Vendors in the New Search Era: High-Value Buyers, Original Content, and Trusted Insights
The way buyers research and make purchase decisions has fundamentally shifted
Search behaviors have evolved and buyers are increasingly becoming more skeptical and risk averse. In fact, according to our 2024 B2B Buying Disconnect Report, 66% of buyers chose an established leading product, and this number rose to 86% for enterprise. So now more than ever, buyers are looking for and referencing high-quality, original, trusted content.
For B2B technology providers, understanding these shifts is critical to success. In this new landscape, TrustRadius continues to stand out as a leader—a trusted destination that delivers unmatched value by attracting high-intent buyers, offers in-depth product insights, and provides rich buyer intent signals to fuel revenue generation.
The new buyer journey: from search to decision
Today’s buyers are more informed, discerning, and deliberate in their research. The top three resources buyers consult are product demos, their own prior experience, and user reviews. Buyers do not simply take a vendor’s word for it—they are looking for original information that helps them make confident purchase decisions, especially if that content is from their peers.
TrustRadius was built for this new buyer journey, and our platform is tailored to attract and engage high-value audiences:
- 73% of TrustRadius’ organic traffic visits reviews, comparisons, and pricing pages. These are buyers who are already down-funnel and actively evaluating products, comparing solutions, and making purchase decisions
- 56% plan on making a purchase within three months. Also, time on page and seeing what content buyers are engaging with is important to evaluate
- Buyers spend 9 minutes comparing products on TrustRadius, on average
For vendors, this means that the traffic TrustRadius is representative of buyers who aren’t casually browsing—they’re ready to act.
Quality over quantity
In a world where buyers demand trusted insights and original content, TrustRadius continues to lead the charge.
Verified, original customer reviews
- TrustRadius leads the industry in review quality and authenticity. All reviews are verified by a third party, and fewer than 10% of reviews on TrustRadius are AI-generated, compared to much higher percentages across competitors.
- Our strict review moderation process ensures that the content buyers rely on is authentic, detailed, and useful—directly reflecting the voice of real customers. In fact, we rejected 60% of reviews last year for lack of useful information and various forms of fraud, including AI-written reviews. Check out our 2024 Review Quality Report for more details.
- As AI commoditizes generic content, original customer insights remain a powerful differentiator for vendors looking to stand out in oversaturated markets.
High-fidelity intent signals
- TrustRadius doesn’t just attract traffic, we collect high-fidelity buyer intent signals based on real research behaviors. This allows vendors to pinpoint active, high-intent buyers in their ideal customer profiles (ICPs).
- For marketing teams, these signals are invaluable for optimizing lead generation and retargeting campaigns.
Measurable impact for vendors
- TrustRadius customers experience significant benefits:
- 27.5% increase in traffic compared to non-customers
- 89% increase in traffic after reaching five reviews
- 16x more daily buyer views compared to non-customers
- 7x more reviews generated than non-customers
These results aren’t just metrics—they represent real opportunities to connect with decision-ready buyers and drive revenue.
TrustRadius in the age of AI and search evolution
While the rankings of search engine results pages (SERPs) still matter, the future of search is being shaped by AI-driven overviews and large language models (LLMs). For buyers, this means finding trusted, high-quality content faster and with greater accuracy.
TrustRadius is already leading in this next frontier. Our content is referenced in AI overviews. This visibility ensures that when buyers search for software solutions, TrustRadius’ trusted content—from verified reviews to detailed product comparisons—ranks prominently and influences decision making. TrustRadius has relationships with LLMs, including ChatGPT, to ensure our authenticated content is scraped and surfaced when buyers conduct their research.
To maximize this opportunity, vendors must ensure their TrustRadius profiles are up-to-date and complete, with fresh, verified reviews that showcase their products’ value. This is critical to maintaining visibility in both traditional search results and AI-powered overviews. By syndicating TrustRadius reviews on your website, you’re also building authority with Google, elevating your rankings on SERPs, and showing buyers that your brand is trusted.
The old review site model is dead
For buyers, reading reviews is no longer a quick gut check of brand reputation. In an era of constant marketing and sales claims, reviews stand out as a trusted source of information and offer major influence on the buyer’s journey. Serious buyers are seeking out long-form, authenticated review content from users like them that supports their use case.
The old review site model that focused on short-form reviews, at scale, is dead. Generic reviews that are just a few sentences long do very little to influence buyers. Furthermore, a massive number of these short, unsubstantiated reviews no longer passes the sniff test. Buyers know these reviews are often paid for and they are tired of sifting through fake and unhelpful claims.
Quality content = quality intent data
Due to this shift, vendors are also changing the way they perceive and work with review sites. In the old model, vendors would partner with review sites for buyer intent data, often focusing on the volume of buyer accounts identified within a certain category. What they found was the quality of the buyers in the intent data had a direct correlation to the quality of content they were consuming. Simply put, watered down content meant that watered down accounts surfaced in the intent data. Just as buyers are tired of sifting through fake reviews, marketing and sales teams are tired of sifting through useless intent data.
TrustRadius has always been, and always will be, built to support today’s technology buyer. That’s why TrustRadius reviews are over 400 words (on average) and delve deep into topics like use cases and ROI.
With a laser focus on buyer research tools, TrustRadius has diversified its buyer solutions, now offering buyer research boards, interactive demos, security documentation, video reviews, and a lot more. Buyer activities are captured across every touchpoint, painting a clear picture of buyer stage and interest for vendors. These downstream signals are helping TrustRadius customers see results like:
- 4x deal acceleration
- 2x higher deal conversion projection
- 118% increase in pipeline per lead
Take action: stand out and win more deals
If you’re a B2B technology vendor, the opportunity is clear: To win in this new era, you need to invest in a buyer intelligence platform like TrustRadius. Keep your product profiles complete, actively collect authentic reviews, and leverage TrustRadius’ high-fidelity intent signals to connect with ready-to-buy audiences.
The future belongs to brands that embrace the power of original content and trusted insights—and TrustRadius is the partner to help you succeed.
Ways you can start building trust immediately, at no cost:
- Claim your profile
- Get verified as a Trusted Seller
- Win TrustRadius awards
- Start driving user reviews with our Review Growth Kit
- Have TrustRadius drive reviews for you: book a demo!
Want to take buyer trust a step further?
