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Establishing Credibility
People are naturally wary of online transactions. Numerous media reports of hacking, identity theft, and spyware have the most savvy online users on guard.
If you want to be successful online, you need to establish trust. You establish trust through a “guarantee” and/or “warranty.” For example, “If you’re not satisfied for any reason, return it free of charge within 60 days, no questions asked.”
A strong guarantee helps alleviate any apprehension the customer has about ordering from you. The guarantee shows you have confidence in the product you are selling. It's proven that the longer your guarantee the fewer the returns and the greater the trust.
Testimonials from actual customers aid tremendously in building trust. If possible, give them the phone number of the customer to call directly.
Strong testimonials can increase sales by an astounding 250% (Source: SiteProNew: Simple Changes That Explode Your Response Rate). Gaining credibility and trust are crucial on the internet where there are no sales done in person. Elements of a Good Testimonial include:
- It is descriptive. Avoid using one or two word testimonials. Longer testimonials are more influential when they contain solid numbers and facts about the benefits they experienced.
- List the customer's full name, business name, and URL.
- Do not edit your testimonials. You may correct the spelling, but no more.
- Work best when placed just below the headline.
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You should be easy to contact. Respond as quickly as possible, but no later than 24 hours later.
Avoid errors of any kind. Errors show a lack of professionalism.
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Frequent contact helps you earn the trust of your prospects. | | Cite your credentials, such as training, profession, and experience. Also, include a history of the company. Transparency of your policies, guarantees, products, and company information is essential.
Make it easy to verify any claims on your site. Cite studies and research that support your claims and hyperlink to them. Every attempt should be made to cite the original source of information.
Every web site should contain a privacy statement, telling them that you will not sell, provide, or trade any information with a third party.
Avoid ads, splash pages, and pop-ups. They irritate and steer people away.
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