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Archive for February, 2014

How to instantly establish trust and authority with your website

Tuesday, February 18th, 2014

Trust is something you have to earn, but impatient customers are ready to let you earn it easily. Here are a few ways to quickly earn their trust.

Understanding your customers and how they buy is critical to how you set about establishing trust and authority in their eyes. My caveat: whatever you read here is valid only to the point that you test it out and decide that it works for you … or that it does not work for you.

In my previous post, I showed how most people shopping for a service from an individual will not seek out articles to determine their level of expertise. They will look for other things. In the case of designers, they will look for visual samples. But for lawyers and accountants and many medical services and others, they will look for other signs of expertise and trust.

And for people shopping for physical products, I mentioned that customers don’t generally look for expertise.  But there are two key trust factors people look for:

1. The manufacturer of a product – that the product is made well.
2. The retailer – that money handed over will result in the product being delivered.

Questions customers askIn many cases, the  website is run by a retailer selling some other company’s products. In other cases, you are both retailer and manufacturer – you sell your own product.

Whether it’s a physical product or a service, people will come to your site and have the following (often unspoken) questions:

  • Is this product any good?
  • Will it deliver what it promises?
  • Will it break or is it durable?
  • Am I getting a good deal?
  • Is it easy to order?
  • Can I trust my money with these guys?
  • Will the product arrive as ordered, unbroken, on time?
  • Can I get it serviced?

Some of these questions will apply to your website, depending on whether you sell a product or a service, whether it is your own or you are just a retailer.

Read Also: Make a Winning eCommerce Shopping Experience

There are many ways to establish trust with your visitors and give them the confidence to order from you. Here are some good ones, but certainly not an exhaustive list. Which ones apply to you, depends on which of the questions above people are asking.

“See it in use” are magic words. If people can see a video of a product actually being used, it is easier to believe that the product will work well. That’s why TV advertising is so effective for physical products. Ideally, show it doing exactly what the text on your website says it can do. Show smiling faces of people pleased with its performance.

Words of praise. Testimonials are very powerful. That is why so many websites feature a testimonials page. This is a good first start; a testimonials page helps you gain trust of people proactively seeking confidence. Unfortunately, it does nothing for those people whose doubts are unspoken.

Words of praise where it counts. For those people whose doubts are unspoken, testimonials need to be right on the sales page. Ideally, each product page should have a testimonial specific to that product. That helps instill confidence in both the product and the seller, and just when it is most needed – at the point where the buyer is ready to decide. This is exactly what I do, as you can see here.

Words of praise that can actually be believed. It is increasingly common knowledge that most online testimonials and reviews are fake. It is a sad commentary on our society, but I don‘t trust online testimonials. However, there are some ways to make them more believable:

  • Add a photo of the person so that it is clear that the testimonial comes from a real person.
  • Even better, a photo of the person with the product.
  • Even better, a photo of the person using the product.
  • Be specific about who the person is, with name and town, if possible.
  • A video testimonial is even more powerful, especially if it is specific.

Offsite reviews. Put to use offsite reviews. Again, these are not always believable, witness the current crisis surrounding Yelp reviews and the widespread marketplace for fake reviews, but if you get positive reviews (real ones), you might as well quote from them and/or link to them on your website.

You have to earn your customers' trustShow its durability. If possible, take a sledge hammer to the product to show its durability. This might not work with crystal glassware; please use discretion. But remember how Tilley built its hat empire on the powerful testimonial of how the hat went through an elephant’s entire digestive system unharmed.

“Elephant trainer Michael Hackenberger of the Bowmanville (Ontario) Zoo, had his Tilley Hat snatched from his head and eaten by an elephant. Three times. Michael later would find and pick up his Hat, wash it thoroughly, and wear it. He had declined to accept a new Tilley Hat in order that we may have his well-traveled Tilley for our museum. (We were secretly pleased!)” Alex Tilley, Ontario.

Unless you are selling a service or a consumable, durability will be an unspoken concern for your visitors.

Offer a guarantee. People trust someone better who is willing to offer a guarantee.  A money-back guarantee works best. In my experience, people never ask for a money back guarantee for a physical product unless it really is broken or doesn’t work. However, for services, I have found there to be a lot of scam clients. Here is an example:

The client wanted her resume edited and cover letter written (not something we normally do), pleaded poverty for a discount (we should never have given the discount – lesson learned?) then needed two versions of the letter prepared (which we did at no extra charge). When it was delivered, she went straight to the Better Business Bureau seeking 100% refund of her discounted price because she found a missing comma and a run-on sentence. The comma she could have just inserted, and the run-on sentence actually read quite well (and we are always happy to edit anyway as part of our standard service, anyway).

Fortunately, these don’t happen every day, but they do happen sometimes, and there is often a lot of money involved (we don’t sell $10 items). So we can not offer a money-back guarantee, but we do offer a no-questions-asked escape clause in all our contracts. If you are not happy with how a writing project is proceeding, just call it off and we will settle based on how much of the work has been completed.  This is something we have never promoted; maybe we should.

Trust logos. Speaking of Better Business Bureau, displaying their logo is a symbol of trust. A professional accreditation logo works well, too. There are also trust logos related to security of payments that are worth adding. Proper placement of these can make a huge difference in conversions.  Customers need to trust you, your product, your payments and your delivery.

Read Also: 12 ways to brag without bragging online

“As seen in” logos. People trust the media. They say the media can’t be trusted, but they lie. If they see something in the newspaper or on TV, they generally believe it.  (Here is why, in case you are interested.) That’s why “As seen on TV” products sell so well. So it is worth adding as-seen-in logos to your website. You can see how this is done at www.PlantingMoneySeeds.com.

Introduce yourself. Add a video of yourself welcoming people to your website. This is common for consultants to do, but it can help any website. When people can see who they are doing business with, they are more likely to trust them than if they are just dealing with an anonymous website.  People like the convenience of shopping online, but they still like to know whom they are dealing with.  This is particularly worthwhile if you are an unknown brand.

Craft details. Describe in meticulous detail with text, diagrams, pictures and video all the care that has gone into crafting the product. It doesn’t matter what the product is, even if “craft” is not a word you would associate with it.  Show the love, the care, the attention to detail.  This will increase people’s trust in the product and in the manufacturer – and the likelihood that they will buy.

Online chat. Just having the chat available, even if it isn’t used, gives customers peace of mind.  They know that you are there if they need you. That alone can be enough to convince them to trust you with their money. Posting full contact details (address, phone and email) helps them trust also that you won’t be here today, gone tomorrow when they need help.  This is especially true if the product seems complicated and people worry that they might need help assembling or setting it up.

You don’t have to take all of these measures. Many won’t apply to your specific product or service. But the more of them you include, the more comfortable people will be trusting you with their money and making a purchase from your website.

 


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