When dealing with internet marketing of any form visitors will only convert if they trust you. The web can be a very impersonal place and as a breathing, living, money-earning individual with privacy and fraud concerns deciding who you give your details or money to is a massive decision. - Localisation
- Little flag/s images in your header work superbly.
- Display your telephone number with the area code on all pages.
- Often the local domain suffix will give you an edge in various circumstances, especially when it comes to highly regulated domains.
- Utilise local currencies.
- About Us
- Utilise the about us page to portray the humans behind the business, give a brief history and add a few photos. A “Meet the Team” page is a good idea.
- Business Details
- Always add your physical and postal address to the contact us page, as well as your business registration details. This way visitors feel that they can hunt you down if you rip them off. Only use this if you are legit and you have faith in your products! :-)
- Guarantee Satisfaction
- Money-back guarantees give the visitor a sense of security – they can buy something and if it’s a half-baked product they just send it back.
- Testimonials
- There’s nothing like a few, good old-fashioned, testimonials to give your site some social reinforcement.
- Secure Icons
- A simple lock icon can increase your conversion rate drastically! Make sure you have one on any page where sensitive information must be entered.
- Trusted Logos
- Add the logos of your local banks and all of your accepted credit card types, visitors recognise these and subconsciously accept the feeling of familiarity.
- Secure Pages
- Use page securing technology for your payment pages. We’ll go into this in depth at a later stage, but in the meantime research SSL, digital certificates, https and have a look at this article – How can I tell if a web page is secure?
That’s a comprehensive list of trust-building elements, they will make a difference, so make sure you’ve got a decent representation of all the points!
May the conversion gods be with you.
