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When it comes to the question of “What comes first: the product or the trust?” the answer is trust. Even the best offers and most persuasive copy aren’t enough to get people to convert if they don’t know or trust a company.
Think about it. Have you ever considered buying something off Craig’s List? Even if the price was fantastic and the seller-provided multiple photos, specs, and a detailed description, including a video of him or her using the product so you can see it works, you’d still be likely to harbor suspicions simply because you don’t know the seller.
And the same principle applies to ecommerce.
So what can you do to prove to your customers that your company and products are trustworthy?
Use Content Marketing To Build Relationships
Do you have a blog, a newsletter, and a social media presence? You probably do, but if not, you should really get on that.
Content marketing allows you to create a voice for your company—a voice that can interact and engage with your target audience in a more meaningful way than traditional publicity. And as long as the content you create is relevant and factual, you’ll be providing value and education to your customers and can earn credibility as an expert in your niche. Plus, when you frequently update your website and social media accounts, it shows that your business is alive and current.
Here are three content marketing tools that you can try:
Content marketing isn’t just about posting useful content, though; it’s about building relationships. So start conversations, ask questions, and respond to comments.
Collect Social Proof And Make Sure To Showcase It
Peep Laja of ConversionXL: “Nobody wants to be the only idiot buying your product. When people don’t know what to do, they do what other people do. Let’s say you want to buy a new kitchen knife. You’ve narrowed it down to 2. One has 2324 (good) reviews, the other one has just 3. You will buy the one with more reviews.
So the more testimonials, the better. You can feature some more prominently, but add a link to hundreds. Blow them away with the sheer quantity. Mention the number of clients you have, the numbers of blog readers, newsletter subscribers or any other impressive number.”
Keep Your Design Professional And Hype-Free
When people visit your website, if they see an amateur design with blinking banners or popups and either stock photography or grainy, slow-loading images, they are going to be turned off.
Personal preferences and taste certainly come into play when matters of design are concerned. But it’s usually fairly obvious when a website lacks a professional touch. Some telltale signs include wide lines, unnecessary animation, and loud image backgrounds.
The pictures you use also have the ability to tantalize and entice people into buying your products or they can leave them feeling “meh” and uninterested.
Do Demonstrate Results
What does your product do? What’s its function? Whatever the answer to these questions may be, find a way to showcase your product in action. You could create a video demonstration, show before and after pictures, or present a case study. Employ whatever means you can to show that your business isn’t all talk.
Do Practice Transparency
Wherever your products are listed, make sure your contact information is also present. In case your prospects or customers have any questions or concerns, they should be able to easily get in touch via a phone number, email address, or social media. It’s also beneficial to include the names and photos of the people on your team as a way to make your company feel more personal.
Transparency puts people’s minds at ease, knowing they can connect with a real human if they have a problem. Plus, it lets people know you have nothing to hide.
What techniques do you use to convey the trustworthiness of your products to your customers? Let us know!