How To Create Trust To Boost Website Conversions

Trust. In relationships, both personal and professional, trust is essential. It is one of the most significant factors that influence customer decision making. In the digital market specifically, trust plays a hugely important role. When consumers buy online, they do not get to make a trustworthy impression from a friendly shopkeeper. Instead, they see a promise and a call to action. Is that enough to go on for a trusted experience? Are you a business that they can trust?

Bottom line: will customers trust your business enough to make a purchase?

So, how can your website build the necessary trust required to ensure a conversion from browser to customer? Here are three essential tips you must follow to build the confidence that boosts your website conversions.

Reviews

Decision making is a complicating chemical reaction inside our brains. However, when it comes to buying, it’s not that complicated. Once visitors land on your website, you know that they are interested in the product or service you offer. From there they will want to find the right product for their needs and the best way to do this is through reviews.

Your web copy may engage, attract and excite customers, but building trust and assurance comes through reviews. Remember, your copy advertises, reviews are endorsements. In fact, 55% of shoppers say that reviews are essential for their buying decisions. You could be losing over half of your conversions by not having reviews on show.

Consider Amazon as the leader of building trust through reviews. Reviews take center stage on every product page. Adopt this successful tool by making reviews visible on your website, ideally with every product you sell. As well as a review score, dating the review can also help to build that level of trust.

Secure Website

A secure website is one that buyers can trust. HTTPS can protect the privacy and security of your users, which is essential for data protection. Whether you are selling products on your website or collecting leads, you need to switch to HTTPS. It ensures that all data passed between the web server and browsers remain private and integral. It is not just required for sensitive data; it helps to protect your website, so it is not exploited by intruders.

Installing HTTPS is relatively easy. You don’t have to worry about the technical information. Ask your web developer for assistance or, if you manage your content management system yourself, then a specific guide can help you to install it on the system that operates your website.

While your customers should be the priority in securing your website with HTTPS, there are additional benefits. The other main advantage of HTTPS is the SEO capability. In fact, Google revealed that one of their criteria for better rankings was HTTPS encryption. Secure your website, and you may be rewarded with a boost in search engine rankings.

Design

First impressions count for building trust, and this is where you need good website design. A well-designed website will immediately provide reassurance to your customers. You show that you’ve invested in your business and you are a current brand that follows the latest trends in web design.

Some critical elements of good web design that build trust include;

Easy navigation

A confusing website will lead to mistrust and a feeling they are being diverted away which can lead to suspicion. Make sure your website is clear, with helpful guidance to build trust and positivity for a smooth sales process. Where many businesses lose trust is through a complicated checkout. Creating a smooth sales funnel will reduce cart abandonment rate and showcase excellent customer service.

Responsive

Over 50% of users access websites through mobile devices. Not having an optimised website means losing half of your browsers instantly. It is mobile users that will come across your site first, as people use their smartphones to find answers. Make sure your website is primed and ready to be discovered by ensuring it is optimised for mobile devices.

Professionalism

A website should be polished. After all, it is your ‘shop window’. Make sure its approach is one that is seamless and knowledgeable. Aspects that can help to give a trusted professional website design include; your social media following, awards and accreditations you have, testimonials and press mentions and key statistics of your brand, such as the number of customers, projects, and partners.

By focusing on your website design, security and customer feedback you can help to build the much-needed trust that can boost conversions and improve your business.