We live in a world where people are growing more and more skeptical.  Things are especially uncertain right now and with potential economic hard times ahead, people are growing concerned.  Concern leads to skepticism which leads to lower sales and it becomes a perpetual cycle.  How can you improve sales through your website?

In order for your web site to have it’s best chance at success, in these tough times, you have to focus on trust factors.  You have to do every thing in your power to get people to believe you, because they are entering your site thinking that you’re trying to scam them out of their precious money.

So what are some ways that you can gain some one’s trust?

Obviously, the most important thing you can do it to always follow through on your promises.  If at any point, you make a promise that you don’t follow through on, you will not only have lost their trust, you’ll face an uphill battle in gaining it back.

The next thing you can do it to avoid making claims, even if they are true.  People hear claims these days a hundred times a day.  They are becoming meaningless and so many people have already had bad experiences, their defenses are up and they don’t believe claims in the first place.  So how can you tout the amazing qualities of your product or service?  Let a third party make the claims.  If you utilize testimonials effectively, then other people, who are deemed more reliable because they don’t have a vested interest in your success, are making the claims.  But even testimonials are known to have been faked so these days a lot of folks don’t trust them either.  Especially the ones that are anonymous or just list the first name of the person who said the quote.  Those types of testimonials are just about worthless.  Instead, use the person’s first name, last name, city and state.  The more information you provide, the more realistic it seems.  But be sure to ask for permission from your clients before posting their testimonials on your site.

Identity theft is the fastest growing crime these days and online buyers are concerned.  So, do what ever you can to prove to your visitors that every precaution has been taken to protect their privacy and the integrity of their personal data.  Insignias like the BBB or other trust emblems can have a huge impact on sales because they lend credibility and aid in the battle for trust.  Think about promoting the fact that your site is secure and that Visa and Mastercard have approved your site for transactions because it has passed PCI compliance tests.  Encourage visitors to check your BBB standing.  All of these can mean the difference between success and failure because even if you sell a great product at a fair price, if your site isn’t trusted, people will leave to find the product elsewhere.

Chadd Bryant

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