As internet marketing consultants we always strive to improve conversion rates. Although almost always able to bring your website traffic, the underlying problem may be that too many leave without converting. There are multiple culprits contributing to low conversion rates. One of the biggest mistakes was the failure to gain people’s trust. Nothing, on either website, told users that the site was legitimate, safe, and could be trusted. Remember when a shopper comes to your website they are instantly beginning their assessment on your companies trust factor.
Below are suggestions for improving your conversion rate with customer trust:
1. Better Business Bureau Accredited Business
If you run a website that does any business in the US, this is the best trust icon. It screams legitimate business. Best of all, it links to the businesses profile and rating with the BBB. If your company doesn’t have a good rating, get that taken care of first before adding this icon to your website.
2. Associations / Trade Groups / Memberships
Any business that is part of a larger association or group of companies should leverage that membership and feature that icon on their website.
3. Payment
If your website processes payments, then it has to have an icon saying that their information will be safe. Examples of icons for payment are PayPal, Authorize.net, Thawte, and Verisign.
4. McAfee Secure
This one should look familiar because it’s seemingly everywhere. It’s becoming so prevalent that it’s almost a “must have”, which is why it made my list. These days it’s weird when websites don’t have it.
5. US Flag
There are plenty of industries where consumers feel better knowing that the website is owned and operated in the US, and not in Europe or Asia. The flag is a subtle way of showing that a business is based and operated in the US. If people assume that means it’s more safe or legitimate, then why not take advantage of that?