How to build TRUST on your landing page (Part 2) - Showtime Digital

How to build TRUST on your landing page (Part 2)

28 May 2019 Read 1009 times

In Part 1 of how to build trust on your landing page we discussed 7 ways you can build trust. You can view Part 1 here.

In Part 2 of how to build trust on your landing page (or any page for that matter) we’ll look at a variety of ways to give consumer’s confidence when they are on your page.

In no particular order we’ll discuss the other 7 key points to building trust on your landing page. First up…the sexy stuff.

Use SSL certificates

SSL stands for Secure Sockets Layer. It keeps any information sent between the viewer and the website owner secure and prevents criminals from reading and modifying any information which has been transferred.

If you have a contact form where people leave their contact details, you’ll need an SSL certificate.

To help you identify what an SSL certificate looks like, in the following two images Image1’s website address is unsecure while Image2 has the SSL certificate. This is identified by the https: at the beginning of the page URL.

 

Image1

Image2

 

The must have - The Privacy Policy

As a matter of course you should always have a privacy policy on your landing page.

The easiest way to do this is take the policy from your website and repurpose the information for your landing page or microsite.

At the bottom of the landing page create a link to the privacy page so they can view your privacy policy.

About 1 in 200 people will click the link. Why? I have no idea.

Include customer reviews

There’s a growing distrust of customer reviews because they can be gamed. This is where some review platforms allow the client to vet reviews in their favour.

This is simply a dishonest representation of the journey consumers will experience.

In Q2 2019 a weight-loss company was fined (US) $12.8M for making false claims and writing fake reviews on Amazon. Ironically the company used the services of a company called Amazon Verified Reviews.

 

Image3

In our experience and given the inner circle features of the platform, the best review site for most categories is TrustPilot (Image3).

The full range of Trustpilot features can be seen here. Here are some Trustpilot reviews.

If you’re selling SaaS Capterra is the go.

Image4

Until a couple of years ago we liked Product Review as an alternative, but we were surprised at how companies could select the reviews they wanted to publish and discard the one’s they didn’t. While the mortgage broker in Image4 seems honest in its 4.2 rating, other companies who should really be a 3.9 can easily become a 4.9 through a simple vetting process.

In a world full of haters no one believes you’re nearly a 5-star rating. It just looks suss, and you immediately lose the trust of the consumer.

Push for testimonials

Now if you want to talk porky pies and losing trust using testimonials is a great way to do it.

This is how a testimonial should be done.

Image5

In Image5 we see Brigid Edey, she’s a real person in her store called Cherie in Sale, Victoria. I know because I looked her up. This is from Prospa’s website and they took a snippet from her review to inform us what the business loan meant to her.

Excellent work (slow clap).

What Prospa did was keep the abbreviated comment tight with no waffle like, ‘I would highly recommend….’. That’s like starting a letter with, ‘I’m writing this letter to you because...’. Sorry, that was nearly a rant.

Image6

Now let’s look at another company in the same category as Prospa and at everything you shouldn’t do in Image6. Why?

  1. Because you can get heavily fined by the ACCC for doing so.
  2. If you lie to yourself, you have no power to make improvements.
  3. Your first engagement with your consumer is a lie.

The lessons to learn here are NEVER –

  • Use iStock imagery
  • Speak on the consumers behalf (which is writing their review for them)
  • Include a Christian name without the Surname
  • Just state the industry or state/city they come from

As you can see when it comes to reviews and testimonials what is deemed acceptable for one is unacceptable for another. The focus of the review should be what is acceptable for the consumer.

It’s a shame that so many companies are willing to lie with testimonials. It makes it easier, and dare I say it, acceptable for others to do the same.

As seen on …works

If you’ve done some PR in the past, it’s wise to include those associated badges.

If you’ve been on Sky Business tell people about it. It’s a way to anchor your audience and build credibility and trust.

If your product has been on a TV show like The Block, it’s a way to inform the consumer your product has credibility. Just be mindful anyone can claim their product was on The Block.

Mention your clients and associations

Image7

Trust can be built by association and by informing people where you fit in the world. People want to know who your clients are and what products you provide?

Just be mindful to use companies who are credible in your market. Even though Tom is a great guy, if the consumer sees the logo of Tom’s Electricians, you just may see no conversions.

Trust seal validatation 

Image8

Trust seals are great for anchoring credibility in the mind of the consumer and building trust. In Image8 we see the use of three gold coloured trust seals and two Mozo awards on a car insurance page.

Two points on using Awards, don’t make them the focus of the page by placing them front and centre.

The other interesting point is the Anchor Effect can work in your favour. Because the brain takes shortcuts it tends to group things together. So, if there are five awards (Image8) the brain may read the first Award and if it ticks the box mentally for the viewer, they will neglect to read the others.

You don’t have to overcome acceptance

That’s maybe the whole point about building trust on landing pages. It’s very much the same as setting an appointment to meet a prospective client, all you need to say is enough to get the appointment. All you need to do is enough.

You may not need to incorporate all 14 ways of building trust on the page. You simply need the consumer to fill in a contact form or pick up the phone.

Is a landing page enough?

So, as we come to the 14th and last point on building trust on landing pages, you can place all 13 of the points we’ve discussed over the two articles, on a landing page and it still may not be enough.

Why? If the product/service is a more sophisticated purchase, or if the sales cycle is long, you may have chosen the wrong platform to promote on.

You may need to consider a microsite or your website as the platform to promote.

A way to get around a sophisticated offering while still using the landing page is to direct the consumer into a soft purchase like a download or a webinar.

Now, go and knock yourself out and have some fun.

Oh….and remember to get some data so you can optimise the landing page environment.

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.