Credibility and Trust - Keys to Online Success
New people make their first online purchase every day.
Even when the purchase is something minor, the visitor's decision whether to buy from your website always involves establishing your credibility and inspiring their trust.
After all, the buyer is taking a leap of faith that when they hand over their credit card information, address, and so on, they are actually going to get something in return.
Even to a sophisticated online buyer, first time purchases from an unfamiliar website can feel risky.
To help your visitors feel confidence in their purchase and feel assured that they won't end up being ripped off, there are several ways to establish your credibility.
The first step in establishing trust is obvious, but it needs to be said because it is the foundation for all the
rest: Start by making sure that your sales copy is truthful. Of course, you want it to be persuasive, but don't be tempted to exaggerate or mislead in any way. When what you say is true, it rings true.
Next, include details that make your descriptions realistic. For example, don't use estimates or rounded numbers. Instead, use specific quantities. Say the exact amount, "3,857" rather than saying, "Nearly 4,000."
The website should have a human presence such as a photograph, a signature, an audio clip, and so on.
The site is also imbued with a human presence by giving evidence that can be verified of your expertise. That is, if you have earned credentials related to the product or service or if you have written and published articles on relevant topics, refer to them.
Use any favorable materials from 3rd parties. Examples include magazine reviews, test results from independent sources, quotes from experts about the benefits and value of the type of product or service you are offering, and awards. All these outside commendations give evidence of legitimacy.
Always use testimonials. Online, include these early in the copy. Text testimonials are fine, but if you have audio testimonials they are better because they are proven and tested to increase results. If you have not already begun collecting testimonials, start today. Begin by asking people who are your customers already for feedback. To get testimonials for a new product, give fr^ee trials, no strings attached. Just ask for a testimonial only if they feel it is truly deserved.
Good testimonials have certain characteristics. For one thing, they have both first and last names. Comments from Lisa Z aren't nearly as credible those from Lisa Zellerman.
When possible, include city, state, and perhaps some identifying information. For example, Lisa Zellerman, first time homeowner. The testimonial should be brief, a sentence or two. It should focus on something specific. And it's best if it describes measurable results.
Use some or all of these strategies to establish credibility and trust, and you will greatly enhance your sales. In the end, it doesn't matter if your offer is terrific and your product is miraculous unless the prospect believes in you.
Even when the purchase is something minor, the visitor's decision whether to buy from your website always involves establishing your credibility and inspiring their trust.
After all, the buyer is taking a leap of faith that when they hand over their credit card information, address, and so on, they are actually going to get something in return.
Even to a sophisticated online buyer, first time purchases from an unfamiliar website can feel risky.
To help your visitors feel confidence in their purchase and feel assured that they won't end up being ripped off, there are several ways to establish your credibility.
The first step in establishing trust is obvious, but it needs to be said because it is the foundation for all the
rest: Start by making sure that your sales copy is truthful. Of course, you want it to be persuasive, but don't be tempted to exaggerate or mislead in any way. When what you say is true, it rings true.
Next, include details that make your descriptions realistic. For example, don't use estimates or rounded numbers. Instead, use specific quantities. Say the exact amount, "3,857" rather than saying, "Nearly 4,000."
The website should have a human presence such as a photograph, a signature, an audio clip, and so on.
The site is also imbued with a human presence by giving evidence that can be verified of your expertise. That is, if you have earned credentials related to the product or service or if you have written and published articles on relevant topics, refer to them.
Use any favorable materials from 3rd parties. Examples include magazine reviews, test results from independent sources, quotes from experts about the benefits and value of the type of product or service you are offering, and awards. All these outside commendations give evidence of legitimacy.
Always use testimonials. Online, include these early in the copy. Text testimonials are fine, but if you have audio testimonials they are better because they are proven and tested to increase results. If you have not already begun collecting testimonials, start today. Begin by asking people who are your customers already for feedback. To get testimonials for a new product, give fr^ee trials, no strings attached. Just ask for a testimonial only if they feel it is truly deserved.
Good testimonials have certain characteristics. For one thing, they have both first and last names. Comments from Lisa Z aren't nearly as credible those from Lisa Zellerman.
When possible, include city, state, and perhaps some identifying information. For example, Lisa Zellerman, first time homeowner. The testimonial should be brief, a sentence or two. It should focus on something specific. And it's best if it describes measurable results.
Use some or all of these strategies to establish credibility and trust, and you will greatly enhance your sales. In the end, it doesn't matter if your offer is terrific and your product is miraculous unless the prospect believes in you.
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