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How to Build Trust on Your Website

30th October 2019

Your visitors live in a world where the average website has to protect against a hack attempt every 25 minutes. As a result, website trust is one of the most important components of designing an enjoyable online experience for your visitors. Calls-to-action or engaging content is irrelevant if a user does not trust you with their personal data and payment information. People rarely trust anybody selling them a product, and as surveys suggest that only 3% of people trust marketers, gaining trust is important and valuable. Here are some tips you can use to ensure your visitors trust you

 

Prioritise the Audience

 

A great tip to disarm people and make them more receptive to a message is by using the second person. You should publish stories on your site where the audience or a stand-in for the audience (e.g., a previous customer) uses your product or service to become the hero of the story. 

 

Inform the Audience

 

Don’t ever put a visitor in a position where they click a button and have no idea what it will do. Clearly mark the user journey, so the visitor feels reassured by constant signposts along the way. Maybe even use a Bootstrap Tour! This also serves the benefit of making the user less reliant on their problem-solving abilities, which can push them into system 1 thinking and make them more likely to follow through with a purchase desire.

 

Make Sure You’re Actually Secure

 

If you aren’t confident in your site’s security, any attempt to make the user confident is downright irresponsible. If your site is insecure, you can get hacked and users' personal information can be exposed, including their payment information. You will likely never be trusted again if you are a company that has allowed hackers to steal their customer’s credit card information, and Google will likely blacklist you. The best way to ensure this isn’t the case is by testing with site testers like Digivante, who can help scan and test for vulnerabilities against every threat. If you are on a tight budget you could get around this with tricks like only accepting Paypal, but this is still risky as if a hacker gets into your site they can infect your users with Trojans that can steal their information anyway. If you are a responsible site-owner you should test your site regularly. 

 

Show Who Loves You

 

Imagine you are on a site where you are a little unsure about their trustworthiness. What would reassure you? How about a long list of client logos with links to independent sources providing evidence that this site has helped them out. Any trust issues will probably disappear, especially if you recognise a client. Getting business from a well-known company can be a mammoth task in of itself, but a possible way to earn an affiliation with their valuable brand could be offering your service for free. 

 

Without trust, you will rarely make a sale. If you take the time and energy to build trust with these tips in mind, you will be able to enjoy the benefits of being the proprietor of a credible business that leverages their trust to drive their sales. 

Posted by Mark at 10:19pm

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