New people make their first online purchase every day.
Even when the purchase is something minor, the visitor's
decision whether to buy from your website always involves
establishing your credibility and inspiring their trust.
After all, the buyer is taking a leap of faith that when
they hand over their credit card information, address, and
so on, they are actually going to get something in return.
Even to a sophisticated online buyer, first time purchases
from an unfamiliar website can feel risky.
To help your visitors feel confidence in their purchase
and feel assured that they won't end up being ripped off,
there are several ways to establish your credibility.
The foundation for establishing trust is simple: make sure
that every bit of your sales copy is truthful. When what
you say is true, it just sounds true. Certainly, you want
to be persuasive in describing your offer and benefits, but
resist any temptation to exaggerate or evade.
Pay attention to how you use the details that make your
copy believable. For example, specific numbers are more
credible than rounded numbers or estimates. Instead of
claiming that you have almost 100 selections available, say
the actual number: 93. Specifics are more factual and
clear, and therefore feel more trustworthy.
Include a human presence on the site such as a personal
photograph. Also, give contact information, and so forth.
Give verifiable evidence of your expertise. This includes
references to any credentials you hold that are related to
the offer. For example, if you're selling an ebook about
growing orchids and you are a Master Gardener, say so.
Also, refer to any articles you might have written and
published on topics related to the offer.
If you have favorable materials from 3rd party sources,
use them. This would include reviews from magazines,
awards, independent test results, or quotes from experts
about the benefits and value of the type of product or
service you are offering. These are effective evidence of
legitimacy.
And finally, use testimonials. Online, these should come
early in the sales copy. Audio is proven and tested to
increase results, but if text is what you've got, use them.
If you haven't been collecting testimonials, start now. A
good way to begin is to ask people who are already your
customers for feedback. If it is a new product, give a
fr`ee trial with no strings attached, and ask them to give
you a testimonial only if they feel it is deserved.
Characteristics of good testimonials include the
following. First and last name: Fred W. isn't as credible
as Fred Walters. When possible, include city, state, type
of business or business name. But don't include a link to
their site or a tag-line. That smacks of exchanging fr~ee
advertising for the testimony. Also, the testimonial should
be brief, focusing on a single aspect. As much as possible,
only use those that talk about measurable results.
By using some or all of these strategies, you will
increase your credibility and enhance the prospect's trust.
The result is increased sales. Why? Because no matter how
terrific your offer is and or how wonderful the benefits of
your product, if the prospect doesn't believe you, nothing
else matters.