Irrespective of whether they’re trying to make an online purchase or are simply browsing the web, people have become leery about their online activity. From identity theft to credit card fraud, the truth is that the internet is perceived by some as a worrisome place. Nevertheless, that doesn’t mean it is impossible to gain your visitors’ trust. In fact, here are some web design elements that can help you inspire trust and boost conversions on your website.
1. Payment logos
The worst nightmare of online buyers is falling victim to identity theft or credit card fraud. To reassure your visitors that you’re a trusty seller, you could add payment logos that they recognize. For example, you could include a PayPal logo right next to the purchase button and the checkout page itself, if you accept payments via this method. Furthermore, having your business accredited by the Better Business Bureau and including a BBB logo could further add to your credibility.
2. A well-built About Us page
Many websites rarely pay much attention to one of the most critical pages, the About Us section. What they don’t realize is that this is the most accessed page by first-time visitors and therefore, it should be utilized to build rapport with potential buyers. Avoid being the faceless entity everyone shuns away from and add a personal touch that makes you and your business appear approachable.
3. Pictures of you and your staff
People in general have come to dislike doing business with anyone who remotely resembles the stereotype of the anonymous corporate. The personal touch mentioned above could be something as simple as uploading pictures featuring you and your staff. Showing your face actually serves a double purpose: not only are visitors more inclined to trust what you have to say, but it also builds recognition for your business and/or yourself.
The simplest way to build trust in your company and product is to display testimonials of customers who are willing to provide documented quote endorsing your business. Testimonials have the role of showing your visitors how other people managed to solve a problem using your products or services. If they can identify with one of your customers, then that usually leads to a sale.
5. Useful content
Some people are browsing the internet trying to figure out a nice idea for a present. Offering them useful content – such as guides or tips – instantly builds trust with users who come looking for information. Useful content represents a statement that you’re not just trying to make a quick sale, but that you are interested in creating a mutually fruitful relationship with your visitors.
When you stand by the quality of your products or services, offer extended warranty or you have a money-back guaranteed policy, don’t hesitate to implement a badge to promote this aspect of your business. The ideal place for any of the aforementioned badges is somewhere near the call-to-action button. Ideally, you should consider making the badge gold, although any colour contrasting with the rest of the tones used in the website is usually a good option. As a rule of thumb, you should avoid using red for badges, as this colour is a visual cue for stop.
7. Social media direct links
When first time visitors check out your website to find you have over 10,000 people following you on Twitter or Facebook, they will immediately perceive you as an authority. After all, 10,000 followers don’t just materialize out of thin air! Having social media direct links builds trust, because it suggest that your business has been there for a while, has useful information and that it won’t disappear overnight!