09/01/2024 • Andrew Lowdon
7 in 10 consumers will buy from brands they trust and more than half of consumers stopped purchasing from brands that breached their trust (Source: Adobe).
Without consumer trust, a brand is going to struggle to make sales. It’s why it can be so difficult for start-up brands to get a foothold and acquire the customers they need to get the business going.
When it comes to landing pages, establishing a sense of credibility isn’t a nice to have, it's a must have.
In this article, we'll look at the psychology of trust and ways you can build the credibility and trust in your brand to ultimately increase conversion rates and drive more sales.
Trust is a key part of consumer behaviour, playing a crucial role in shaping purchasing decisions. It helps to not only acquire new customers, but builds long-term relationships between consumers and businesses which leads to brand advocacy, which in today’s social first world leads to brand discovery through word of mouth.
Before we look at how we can build trust, we need to look at why it’s important for a consumer:
Websites often show flashy images of their products to entice a consumer to purchase (Hello Wish.com!) and when making a purchase there’s always a perceived risk especially when dealing with unfamiliar brands or making significant financial commitments. Trust mitigates this perceived risk by providing assurance that the product or service will meet expectations, reducing uncertainty and anxiety.
Trust in a brand or business is closely tied to the perceived quality of its products or services. When consumers trust a brand, they believe that the products or services offered are reliable, effective, and consistently meet or exceed their expectations. If I’m confident your products are good, I’m going to not only keep buying from you but tell everyone I know how great you are.
Trust fosters an emotional connection between consumers and brands. When consumers feel a sense of trust, they are more likely to develop loyalty and affinity for a brand. Positive experiences contribute to building emotional connections that extend beyond transactional relationships.We want our customers saying they bloody love our products.
Trust is built over time through consistent and reliable experiences. Businesses that consistently deliver on promises, maintain quality standards, and provide reliable customer service establish a track record that consumers can rely on. This consistency strengthens trust and encourages repeat business.
Trust is closely tied to transparency and honesty in how a business conducts itself. When consumers feel that a business is open, transparent about its operations, and communicates honestly about products, services, and policies, it enhances their confidence in the brand. This is an area that it is so easy to break that hard earned trust with customers.
Trustworthy businesses tend to benefit from positive word-of-mouth marketing. Satisfied customers are more likely to share their positive experiences with friends, family, and online communities. This positive word-of-mouth acts as a powerful endorsement, influencing the purchasing decisions of potential customers.
Consumers are more willing to take risks on new products from brands they trust. Trust empowers consumers to explore and adopt new offerings, confident that the brand will deliver the same level of value and quality they have come to expect.
Trust is especially critical when problems or issues arise. A trustworthy business addresses customer concerns promptly, takes responsibility for any shortcomings, and works towards fair and satisfactory resolutions. This commitment to customer satisfaction reinforces trust even in challenging situations.
So we know why building trust is important for consumers, but what steps can we take on our landing pages and websites to improve trust?
The brain has a need for familiarity and using a consistent brand presence across your landing pages will create a sense of trust. You don’t want to be going on a site where you get a different look and feel at different parts of the browsing experience.
Utilise clear branding elements, such as logos, colour schemes, and typography, to create a cohesive and recognisable identity. When visitors encounter a landing page that aligns with their prior interactions with your brand, it signals reliability and builds trust from the outset.
One of the key parts of trust is transparency. Be open and honest about your products, services, and policies. Consumers hate nothing more than finding out about hidden costs either at the last minute or after they’ve purchased.
Clearly communicate shipping costs, return policies, and any other relevant information that might inform their purchase decision. If you’ve got a money back guarantee or warranty, let them know about it. When visitors feel that they are being dealt with transparently, the likelihood of trust and conversion significantly increases.
With fraud levels increasing, online security is a paramount concern for consumers. You need to assure visitors that their data is safe with you. Show them that you take their security seriously with SSL certificates to encrypt data and all transactions are safe.
Clearly display trust badges and security icons to communicate that your landing page is a secure environment. These visual cues ease visitor apprehension and contribute to a feeling of safety.
Trust is a self fulfilling prophecy. 68% of consumers are more likely to buy after reading positive reviews from other customers and 77% of customers are more likely to leave a review for a brand they trust. So if you build that trust you’ll get more positive reviews which in turn will help to generate more sales from new customers.
Incorporate customer testimonials and reviews on your landing pages to provide social proof. Real-life stories from satisfied customers create a sense of authenticity and reliability. When visitors see that others have had positive experiences, it instils confidence and trust in your brand.
Trust shouldn't just be another buzzword; it's a key cog that propels visitors to purchase. By strategically implementing trust signals, bolstering security measures, and leveraging social proof, you can create landing pages that resonate with your audience on a psychological level. In the end, a landing page that instills trust becomes a powerful tool for not only driving immediate conversions but also cultivating long-term customer relationships.
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