Trust Me: How to Increase Trust on Your Landing Page

Studies suggest that you have around five seconds to create an impression with your landing page, so it’s vital that your page communicates your message and creates trust in a very short space of time. The first part is usually just a matter of getting the copy right, but trust can be much harder to establish. These simple tips will help you create the right impression in an instant.

Keep it Consistent

There should be consistency between the banner that your potential customers click on, your landing page, and your entire website. If these elements don’t work together, it’ll confuse your browsers. Keep the message consistent by repeating key words and slogans on all elements, and using the same tone and type of language throughout. This will reassure visitors that they’ve come to the right place.

A consistent message will also ensure that potential customers don’t feel misled. No one will be impressed if they click a banner offering a free one-week meal plan, only to find it just leads to a discount coupon for your latest recipe base. The two ideas might be related, but this kind of “bait and switch” undermines credibility.

It’s also important that the visuals carry through each digital element. It’s smart to use the same typography and colors on each component. If you do want to spice up the shading, at least make sure you choose tones from the same color palette.

Don’t Go Overboard

Internet users are so savvy these days that they can quickly see through a gimmick. It’s tempting to talk up your offers, but overly enthusiastic and exaggerated copy can undermine your credibility.

You can’t write that yours is the “best deal ever” if your competitors have sold the same product for the same price, or you’ve had better or similar deals on your own website. A “limited time offer” isn’t a really a limited time offer if the same deal will be on your website next month. If your product really is twice as effective as your nearest competitor’s, this should be easily verifiable.

Be careful with your words, because if they seem too good to be true then your potential customers will see right through them.

Be Careful with Pop-Up Windows

Image via Flickr by Pascale PirateChickan

Eighty percent of Internet users rate pop-up windows as “very annoying,” and it’s almost certain that the remaining 20 percent believe that pop-ups are a mild annoyance. They might get more click-throughs than banner ads, but that’s probably due to frustrated browsers attempting to close them. These intrusive elements are outdated, and they undermine a company’s credibility quicker than almost every other website component. We’re not completely against popups, but just be careful with them and be sure to test the difference in conversion when using them.

Use Endorsements and Testimonials

A company’s ringing endorsement of its own product will always be viewed with scepticism. Studies suggest that three-quarters of people believe that companies lie in their advertisements. Instead, the views of an impartial third-party are much more trustworthy. Studies suggest that 90 percent of online consumers trust the recommendations of people they know, 70 percent trust unknown users, 27 percent trust industry experts, and eight percent believe celebrity endorsements.

This is interesting in an age where celebrities shill everything from acne cream to fast food. While celebrity endorsements might bring attention to your landing page, the testimonials of everyday fans will instil trust in your brand. Collect these kind words and display them prominently on your landing page to boost your credibility.

It’s worth noting though that around 90 percent of people believe customer testimonials are fabricated. You can combat this perception by including photographs of your satisfied customers with their testimonials. Some studies have found that effective use of your social media can yield a conversation rate increase of more than 100 percent.

Display Certification Logos

Independent accreditation is like a stamp of approval for your company. If your business is accredited by an official industry body, include this logo on your landing page. Similarly, if your website is affiliated with a major organization, like VeriSign, McAfee, and TRUSTe, these logos also deserve a place on your landing page. Each one shows in an eye-catching, visual way that trusted organizations vouch for your own credibility.

Just make sure you don’t go overboard though. The logos you include must be relevant and recognized within your sector to impress potential customers.

Provide Contact Information

Adding contact information to your landing page ups your credibility because it adds accountability. When you offer your phone number, anyone sceptical about your business and its claims can simply call you to quell their fears. Speaking to a real person on a phone can also encourage someone nervous about online transactions to accept your promotion.

As a further measure, a business address also adds a sense of legitimacy. Even if customers don’t plan on ever visiting your premises, an address can make your company feel much more real. It can be particularly compelling for the landing pages of businesses focused on local trade, as it reminds potential customers that you’re part of their community.

It also pays to add the links to your social networking sites, as these can give browsers a more complete picture of your business. As potential customers start to piece together what your company is all about, they’ll be more inclined to trust you.

Keep Information Gathering to a Minimum

Visitors become suspicious when they need to supply a lot of information to take advantage of a special offer or enter a competition. They value their privacy and worry about how their details will be used by your company and third-parties. These concerns may even compel some potential customers to leave your landing page.

You can get around this by only gathering the details that you really need. Just because you can add an extra field, doesn’t mean that you should. It’s also helpful to add a disclaimer like “We’ll never sell your email address” beside any forms, along with a link to a more comprehensive company privacy policy.

Employing these simple landing page tips will help your browsers know your company’s one they can trust.

By Jon Correll