Inspiring Confidence: 5 Strategies to Establish Users' Trust in Your Website

Tom Bowen, PresidentWeb Site Optimizerstbowen@websiteoptimizers.com214-891-9423 @WSOMarketing www.websiteoptimizers.com

About Me

Tom Bowen | @WSOMarketing | #BigD14

• Founder/CEO of Web Site Optimizers

• Formerly Online Product Manager at GTE/Verizon

• Helping Organizations Convert More from Their Websites since 1998

Tom Bowen | @WSOMarketing | #BigD14

The Problem

Tom Bowen | @WSOMarketing | #BigD14

All Websites Have Goals

Tom Bowen | @WSOMarketing | #BigD14

What Stops Visitors From Converting?

Tom Bowen | @WSOMarketing | #BigD14

Lack of trust is one of the biggest reasons

Tom Bowen | @WSOMarketing | #BigD14

How can we build a level of trust with our visitors?

Strategy 1:Begin With the Overall Look & Feel of Your Website

Tom Bowen | @WSOMarketing | #BigD14

Professional & Current Design

Tom Bowen | @WSOMarketing | #BigD14

Website Domain

• www.OfficialCoach.org

• www.CheapOakleys.org

• www.GucciOutlet.net

Tom Bowen | @WSOMarketing | #BigD14

Don't Just Claim Credibility

Simply saying you are trustworthy is NOT a way to gain trust.

Strategy 2:Utilize Your SalesAnd Marketing Strategies

Tom Bowen | @WSOMarketing | #BigD14

Prices, Policies, Messaging, etc.

Tom Bowen | @WSOMarketing | #BigD14

Stay in Line with Competition

Prices too low, or offers too good need to have an explanation.

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Surely There's A Catch

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Advantageous Strategic Decisions Should Be Prominent

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Policies Easily Found on Relevant Pages

• Shipping Policies/Costs• Privacy Policies• Sales Tax• License Restrictions• Refund Policies

Strategy 3:Leverage Social Proof

Tom Bowen | @WSOMarketing | #BigD14

Display Real & Verifiable Customer Reviews

Tom Bowen | @WSOMarketing | #BigD14

Include Negative Reviews

• They help authenticate all of the reviews on your site.

• They present an opportunity for positive response.

Tom Bowen | @WSOMarketing | #BigD14

Add Social Widgets

• Facebook Likes/Shares• Twitter Tweets• Pinterest Pins• Facebook Face Pile• Live Twitter Mentions

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Show Testimonials With Photos

• Photo of Customer• Full Name• Title & Company• Past Tweets

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Strategy 4:Tend to Your About Us &Contact Us Pages

Tom Bowen | @WSOMarketing | #BigD14

Your About Us Page ShouldReinforce Your Trustworthiness

• Company History/Story

• Leadership Info with Pictures

• Photos of Building/Facility

• Focus on Your People

Tom Bowen | @WSOMarketing | #BigD14

Be Specific & Real on YourContact Us Page

• Physical Address

• Phone Number

• At least 1 Email Address

• Map or Building Photo

• More than just a form

• Don't show photos like this one

Strategy 5:Incorporate External Trust Builders

Tom Bowen | @WSOMarketing | #BigD14

Display Client Logos

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Include Authoritative Media Mentions

• Press Coverage

• Online Reviews

• Authoritative Blogs

Tom Bowen | @WSOMarketing | #BigD14

Utilize 3rd Party Trust Seals

Tom Bowen | @WSOMarketing | #BigD14

Tom Bowen | @WSOMarketing | #BigD14

Flaunt Your Awards

Tom Bowen | @WSOMarketing | #BigD14

Don't Steal the Focus from the Call To Action

• Fade to greyscale if possible

• Eliminate motion

• Keep proportionately small

• Off to one side

Thank You!

Tom Bowen, PresidentWeb Site Optimizerstbowen@websiteoptimizers.com214-891-9423 @WSOMarketing www.websiteoptimizers.com