What is an Event?

If you use the Trusted Shops review platform to send review invites automatically, you will benefit from particularly high conversion rates. Automated invites are triggered by events. You can imagine the process like this:

1. Transaction takes place
A customer has a transaction with your company, e.g. a purchase in an online shop. This transaction is registered by your system.

2. Event is triggered
The transaction that is registered in your system triggers an event in our system. Think of an event as a signal that transmits data.

3. Customisable time window passes
After the event is triggered, a customisable amount of time passes - the sending delay. You configure the delay via an invite rule.

4. Review invite is sent to customer
After the sending delay has passed, our system sends out a review invite (e.g. as an email) to your customer and invites him/her to write a review. The customer does so by submitting a questionnaire which is linked to in the review invite.

What do we mean by transaction?

In the context of eTrusted, a transaction is any kind of touchpoint between your customers and your company - online or offline. For an online shop for example, the following touchpoints and transactions exist:

  1. Checkout: Your customer purchases something from your shop.
  2. Delivery: The purchased items are delivered to the customer.
  3. Return: The customer returns a purchased item.

Customers using the Trustbadge®

If you are running an online shop that is using our Trustbadge®, we receive the event -CHECKOUT- by default. It is triggered every time a customer purchases something from your shop.

How do I set up event types?

We can set up as many different event types for you as you like. After they have been set up, you can find them in the main navigation of the Control Centre under "Automation" > "Events". 


From here, you can activate or deactivate each of the event types.

  • an active event type always looks like this: Active event
  • an inactive event type always looks like this: Inactive event

For every active event type, you can then automatically send out review invites by doing the following:

  1. Under "Automation" > "Invite Rules", create as many different invite rules per event type as you like. When creating an invite rule, you also define the sending delay.
  2. Under "Invites" > "Invite Rules" activate the rules that you have created. Note that for each event type, only one rule can be active at a time.

For more detailed instructions, see: How to send invites to my customers automatically?

Customers using the Trustbadge®

For online shop customers that are using our Trustbadge®, there is a default invite rule: it has a 7 day sending delay and is active.

What are the advantages of an event based system?

In an event based system, every invite and every review is tied to a real transaction. This has the following advantages:

More relevant review invites

Customers form opinions about your company in moments where transactions take place and generate an experience. As each of these transactions triggers an event, you know exactly when each transaction has taken place. This lets you adjust the preferred time for sending out invites accordingly.

By doing so, it is easier for your customers to recall the transaction and the invite will be more relevant to them. That way they will be more likely to leave a review.

No fake reviews

As every invite and review is linked to a concrete transaction, they are verified and therefore authentic. In an event based system, it is not possible for someone to leave a review that is not based on a real transaction.

Integrating external systems via API

External systems (content management systems, shop systems, ticket systems etc.) can trigger events via our API. For more information visit our Developer Center or our API documentation.

More interesting articles on the topic of review invite dispatch:
- How to effectively collect reviews?
- Why is it a good idea to optimise my overall rating on other review platforms?
- No incoming reviews, what now?

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