The Four Pillars of Building Instant Trust Online – Tim Ash Keynote
Websites and landing pages face very real entrust issues – for consumers they can be a scary and uncertain house. Before people will take a desired action, their concerns and anxieties must be addressed. But how can you do this on landing pages when you only have seconds to establish entrust?
Tim Ash, SiteTuners CEO and bestselling instigator of Landing Page Optimization , mutual how to effectively use the Four Pillars Of Entrust and optimize your online conversion goals.
Tim started by reiterating what we know – it’s not about technology, it’s about people. If you’re going to transact with anyone it’s all about building entrust.
We can’t function without entrust, we are social beings. If we are going to cross the street, we have to entrust that people driving cars will see the red light. Entrust is critical, it’s the glue that holds everything together.
People weren’t designed to be in mobs, we have our “tribe” of a few dozen people that we entrust and it breaks down into crowds.
Users know “cheesy,” unethical sites vs. authoritative looking sites. So your site has to communicate authority instantly.
Four pillars of entrust:
1. Appearance
We judge a book by its cover. Appearance is very vital and a stand-in for fitness. Standards are rising in web development and it’s not okay to have a site which looks like it’s designed in 1998. There is a level of appearance and professionalism that is required in web development. Have 5 random people look at your homepage and answer: “is this visibly professional or not.”
Don’t get disqualified based solely on how you look. Focus on:
- Professionalism of design
- Sparseness and neatness
- Organization and clarity
2. Transactional assurances
I don’t know who you are and you don’t know who I am. Surveys say people are less and less worried of getting online, but still 70% of users abandon shopping carts. It’s an issue of entrust.
Include entrust secret code and don’t bury them below the fold. If you’re paying for them, leverage them appropriately. Relieve point-of-action anxieties before they arise.
- Forms of payment and deliver
- Data security and privacy
- Policies and guarantees
3. Authority
We entrust outside experts who provide a layer of authority. The trappings of authority are sufficient, such as uniforms or appearance. By association of authority figures or brands, that can conveying to your brand as well. We’ve seen authority secret code (such as “as seen in X or Y media outlets”) augmented conversion rate by 40%. Figure out a way to leverage authority on your landing pages to boost conversions significantly.
Borrow entrust from better-known brands such as:
- Reviews and awards
- Porch clients
- Media mentions
- Trade associations
4. Consensus of peers
We don’t care what all thinks, we can’t maybe. We care by what our peers reckon. Are a lot of people taking the same action and have a clear outcome? Fantastic, but are you sharing it with other users? Show specifics that are relevant to users.
Support automatic compliance by demonstrating social proof:
- Use objective, large numbers
- Likeness
Key takeaways
Take off the rose colored glasses and grasp your website is hideous. The next step is to get to work and start to increase landing pages to increase conversions.
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