Inspiring Confidence: 5 Strategies to Establish Users' Trust in Your Website
Tom Bowen, PresidentWeb Site [email protected] @WSOMarketing www.websiteoptimizers.com
About Me
Tom Bowen | @WSOMarketing | #BigD14
• Founder/CEO of Web Site Optimizers
• Formerly Online Product Manager at GTE/Verizon
• Helping Organizations Convert More from Their Websites since 1998
Tom Bowen | @WSOMarketing | #BigD14
The Problem
Tom Bowen | @WSOMarketing | #BigD14
All Websites Have Goals
Tom Bowen | @WSOMarketing | #BigD14
What Stops Visitors From Converting?
Tom Bowen | @WSOMarketing | #BigD14
Lack of trust is one of the biggest reasons
Tom Bowen | @WSOMarketing | #BigD14
How can we build a level of trust with our visitors?
Strategy 1:Begin With the Overall Look & Feel of Your Website
Tom Bowen | @WSOMarketing | #BigD14
Professional & Current Design
Tom Bowen | @WSOMarketing | #BigD14
Website Domain
• www.OfficialCoach.org
• www.CheapOakleys.org
• www.GucciOutlet.net
Tom Bowen | @WSOMarketing | #BigD14
Don't Just Claim Credibility
Simply saying you are trustworthy is NOT a way to gain trust.
Strategy 2:Utilize Your SalesAnd Marketing Strategies
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Prices, Policies, Messaging, etc.
Tom Bowen | @WSOMarketing | #BigD14
Stay in Line with Competition
Prices too low, or offers too good need to have an explanation.
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Surely There's A Catch
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Advantageous Strategic Decisions Should Be Prominent
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Policies Easily Found on Relevant Pages
• Shipping Policies/Costs• Privacy Policies• Sales Tax• License Restrictions• Refund Policies
Strategy 3:Leverage Social Proof
Tom Bowen | @WSOMarketing | #BigD14
Display Real & Verifiable Customer Reviews
Tom Bowen | @WSOMarketing | #BigD14
Include Negative Reviews
• They help authenticate all of the reviews on your site.
• They present an opportunity for positive response.
Tom Bowen | @WSOMarketing | #BigD14
Add Social Widgets
• Facebook Likes/Shares• Twitter Tweets• Pinterest Pins• Facebook Face Pile• Live Twitter Mentions
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Show Testimonials With Photos
• Photo of Customer• Full Name• Title & Company• Past Tweets
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Strategy 4:Tend to Your About Us &Contact Us Pages
Tom Bowen | @WSOMarketing | #BigD14
Your About Us Page ShouldReinforce Your Trustworthiness
• Company History/Story
• Leadership Info with Pictures
• Photos of Building/Facility
• Focus on Your People
Tom Bowen | @WSOMarketing | #BigD14
Be Specific & Real on YourContact Us Page
• Physical Address
• Phone Number
• At least 1 Email Address
• Map or Building Photo
• More than just a form
• Don't show photos like this one
Strategy 5:Incorporate External Trust Builders
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Display Client Logos
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Include Authoritative Media Mentions
• Press Coverage
• Online Reviews
• Authoritative Blogs
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Utilize 3rd Party Trust Seals
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Flaunt Your Awards
Tom Bowen | @WSOMarketing | #BigD14
Don't Steal the Focus from the Call To Action
• Fade to greyscale if possible
• Eliminate motion
• Keep proportionately small
• Off to one side
