Businesses should incorporate trust signals into their digital marketing to drive conversion. Why? A simple way to understand this concept is by realising that the same principles for offline interaction apply online too. KBB Digital strategist Dave Chaffey is a big advocate for incorporating trust signals on all your channels with consideration to 3 specific types; specific trust signals, implied trust signals and anti-trust signals.
Appealing to Your Customers Peace of Mind
Autogenerated Transcript: Trust Signals Your Customers Swear By
Okay let’s talk about trust signals. Trust signals are any piece of information on your website that makes the consumer feel more likely to purchase from you, now this is such an interesting one because even the big guys get this wrong in places and there’s three types of trust signals that I always look at. One is specific trust signals that specifically say you can trust this business two implied trust signals that would imply that you can trust this business and the third one is just things which work against trust and the trusts if you like to call it that. Now what does that mean I guess the specific trust signals are things like a testimonial from a customer saying we had this situation it was great they came through and saw their things they specifically say you should trust this person. An implied signal is something like a bit of information that says we’ve been in business for 25 years, we’ve got 15 people on staff, they are trained and qualified in this area they’re all very important and each of them just adds to that layer of trust to make someone want to come in. Now what about fails or antitrust as I call them, these are killers and you’ve got to eliminate these from your website. These are anything which sort of says well what’s going on here so the classic two for me, coming soon pages and typos, that is typing mistakes in your content. Let me tell you a statistic if you have a typo on your home page in a visible prominent position the stats say that people will leave your website, so that signal says we just don’t pay enough attention. That’s half of the people that you’re paying good money and marketing to get them to your website leave because of a typo and if you go down to the period of having coming soon pages or coming soon pages I don’t have the stats but I can guarantee that that number will be closer to 90-95 percent because coming soon pages just say we’re not organized. So you’ve got to sort those out get all those signals off that can tell people we don’t know what we’re doing, get more of the ones that say but we definitely know what we’re doing and get more again of the ones that say we’ll tell you what we do and you can sort of infer from that that we are good at what we do. Trust signals can make a massive difference to the bottom line of your business as you grow.
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