TAKING THE HINT
Our analysis of your Trustpilot reviews shows that Findmypast is valued for the information and research tools it provides for people compiling their family tree. The hints facility is particularly well regarded and this could be a useful marketing hook.
The free trial and subscription options are not so well regarded. This is caused primarily by confusion about what each level gives access to.
In this short briefing, we summarise some of the main findings from our analysis of all your Trustpilot reviews. To undertake the analysis we applied our customised text analytics capability to identify themes discussed in the reviews and to measure the impact of each theme on your overall Trustpilot rating.
What Customers Think
We've applied our text analytics model to your Trustpilot reviews to identify the broad themes that reviewers discuss and within these more specific talking points. This is shown in the chart below. The chart also shows the average rating given when the review contains this topic. Your overall Trustpilot rating is also shown for context.
There are two things that stand out. The first is that reviews mentioning subscriptions and value for money score lower ratings than any other topic. This is due to confusion over the subscription model and what the different tiers and free trial allows access to. This also reads across into lower ratings when access to your datasets and census data are mentioned.
The other stand out is how well the hints feature performs. When mentioned, its performance is similar to the regard that reviewers have for your tools for researching their family tree. People very much appreciate the potential matches in their family tree that the hints feature provides and it is definitely something to promote in your marketing.
You also stand out well in comparison with other genealogy sites. When people discuss genealogy in general or specific competitors (such as Ancestry) they tend to leave a higher rating compared with the average review.
Average Trustpilot Rating Given When Theme Mentioned In A Review
More insight can be obtained by looking at how influential the themes discussed by reviewers over time have been.
We can see from the chart that average ratings have fallen for every theme discussed in the last few years - again confusion over subscriptions is one factor in this. While all themes have generally declined in average rating over time, Hints & Search has a significantly flatter trend and has maintained its ratings more consistently. This difference in decline rate is statistically significant.
This reinforces the view that the hints facility could be a theme to promote in your marketing.
Average Trustpilot Rating When Theme Mentioned 2016-2025 (to date)
What to do next
Confusion over what the free trail and different subscription options gives access to is a real issue and has been for a number of years. It clearly negatively impacts your overall rating and a clearer description of what each level allows access to would help.
Aside from this theme, reviewers rate Findmypast positively especially when comparisons are made with other providers. In particular, the hints function is well regarded and some marketing based around the tagline of 'taking the hint' could help drive new users to the site.