inspiring confidence: 5 strategies to establish users' trust in your website
DESCRIPTION
New visitors to your site are leery of you by default. What design changes can you make to improve the "trust meter" going on in the minds of your site's visitors?TRANSCRIPT
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
Tom Bowen | @WSOMarketing | #BigD14
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
Tom Bowen | @WSOMarketing | #BigD14
Display Client Logos
Tom Bowen | @WSOMarketing | #BigD14
Tom Bowen | @WSOMarketing | #BigD14
Include Authoritative Media Mentions
• Press Coverage
• Online Reviews
• Authoritative Blogs
Tom Bowen | @WSOMarketing | #BigD14
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
Thank You!
Tom Bowen, PresidentWeb Site [email protected] @WSOMarketing www.websiteoptimizers.com