by exiliensoft | Dec 24, 2024 | SEO

Four reasons hold back people from buying – No need, no money, not in a hurry, and no trust. We can’t do much about the first three, but building trust is in our hands.

Trust is key in improving conversion rates as it influences consumer behavior through transparency, accuracy, authenticity, verifiable customer feedback, social proof, and security indicators. A report by Northwestern University research indicated that providing customer reviews or feedback can result in a 270% increase in conversion rate improvement. This shows that trust is the deciding factor in making a purchase decision.

How to Improve Conversion Rates?

Below, we have listed down a few parameters you can consider building trust for conversion rate improvement:

Deliver Promise

Adding clear and concise promises to your website shows trustworthiness to your audience. You can build promise by adding guaranteed delivery dates, product quality assurances, or hassle-free returns. Also, make sure whatever you add is in the highlighted section, and promise your claim is easy to accomplish. This brings visitors’ attention and helps to eliminate doubt during their buying journey.

You must have heard about Amazon’s “One-Day Delivery” tagline. This tagline not only sets customer expectations but also ensures reliability. 93% of customers are more likely to make repeat purchases from businesses that fulfill their promises. Keeping promises builds trust, encourages purchases, and hence increases conversions.

Increase Transparency

Transparency is an essential factor in converting visitors into customers. Adding clear pricing structures, detailed refund policies, and shipping timelines to your website allows visitors to make decisions. You can add such information in FAQ sections, product descriptions, and checkout pages.

Many e-commerce companies deliver products with an explicit mention of their free shipping and return policies. This eliminates uncertainty and increases transparency.

Provide Authenticity

Building an emotional connection with the audience through authenticity helps increase conversion rates. Buyers are more curious about the background information and the company’s work culture. Therefore, it’s time to showcase the behind-the-scenes business processes. Add elements like an “About Us” page that shares your mission and values or videos so people can relate to your business and its ideas. Authentic storytelling builds trust, encouraging visitors to choose your products or services over competitors.

Research by Stackla shows that 86% of consumers prioritize authenticity when deciding which brands to support, boosting conversions.

Easy to Verify the Information

Easy verification of website information eliminates doubts and improves the likelihood of a purchase. Make it effortless for visitors to get detailed information on the website and verify the claims. Add certifications, compliance badges, or external links to trusted resources.

Tip: Add trust badges such as certification, experience, registrations near product descriptions, pricing information, or CTAs.

eCommerce sites displaying “ISO Certified” or “FDA Approved” labels ensure credibility. A Google study revealed that 67% of customers prefer purchasing from brands with verifiable claims, as it reduces risk and improves confidence in decision-making.

Address Customer Concerns

It is a fact that not everything can be included on the website. Due to this, there are times when visitors want to know more details about your service/products. This information can be related to product usage, delivery timelines, or warranty issues. In this situation, you can solve your visitors’ queries in your website’s FAQ section, live chat, or chatbot. These features provide immediate solutions to customer doubts, keeping them engaged and more likely to convert. Addressing concerns creates a frictionless shopping experience.

Trust by Associations

Imagine you visit the website of a digital marketing agency and see a certificate from Google. The certificate shows that the company is Google-certified. This certificate catches your attention and increases the trustworthiness of the website.

Therefore, incorporating trust signals like logos of reputable partners, certifications, or awards into your website builds credibility. Add these to your homepage, footer, or product pages to show visitors that your business meets high industry standards. Trust associations reassure customers and positively influence purchasing decisions.

Add Customer/Client Feedback or Reviews

Reviews act as social proof, showing potential customers that others trust your brand. Honest feedback builds trust and drives conversion rates. That’s why you showcase honest customer feedback prominently on your website. Add ratings and testimonials to product pages or create a dedicated “Reviews” section.

Add Case Studies

Case studies provide real-life examples of your impact, making potential customers more likely to buy. It demonstrates how your product/service has solved specific problems for others. Add these to a “Success Stories” section or highlight them in blogs and newsletters.

Social Proof

Adding social proof like user numbers, awards, or notable mentions to your website helps reassure customers that your product or service is widely trusted. Include this information in your homepage banners or product pages to encourage trust and urgency.

Spotify’s use of social proof by highlighting “500 million users”. It creates trust and FOMO (fear of missing out) to prompt sign-ups. Nielsen research indicates that 92% of people trust recommendations or social proof, increasing conversion rates significantly.

Membership Trust Signals

Membership with respected organizations or industry groups boosts trustworthiness. Display these trust signals in visible areas of your website, such as the footer or “About Us” page. These associations validate your credibility and influence conversion rates.

For example, the website’s Better Business Bureau (BBB) logo assures customers of a business’s ethical standards. This simple addition can lead to higher customer confidence and improved conversion rates.

Continuously Improve Website

Regularly analyze website performance and experiment with A/B testing to optimize user experience. Use heatmaps, customer surveys, or analytics to identify areas for improvement. A consistently updated website keeps users engaged and encourages conversions.

Airbnb regularly tests its interface and incorporates user feedback, leading to a seamless booking experience. They’ve maintained high engagement rates and conversions over the years by continuously improving.

Use Correct Contact Information

When customers know they can reach you quickly, they feel more confident making a purchase. Providing correct contact information builds customer trust. Customers appreciate knowing they can get their queries resolved without delay. Display phone numbers, live chat options, or inquiry forms prominently on your website.

Do You Want Your Website to Meet Above All Points?

Why struggle for conversion rates if you can quickly get it by making a few changes to your website? Add the above points to gain visitors’ trust and convert them to customers/clients. If you face any issues, you can connect to Exiliensoft Consulting Services, a team of expert digital marketers and web developers who can help you optimize your website and increase conversion rates. We take care of your project, from planning the website development, app development, or software development to digital marketing services (SEO, SMO, and many others). For more details, you can contact us any time because we are available 24/7 only for your support.

Here’s What Drives Your Online Conversion Rates?

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