launch27 27 weeks coaching

to Building a BUSINESS Once and for All

Week 2 - Thur - Trust

Rohan Gilkes’ 27 Weeks to Building a Business Once and For All: Trust

rohanJune 10, 2016 by rohan

Rohan Gilkes’ 27WeekBuild: Day 9 – Building Trust

So today we’ll chat quickly about how we go about instilling trust in our website.  Dara gave a quick summary above that speaks to our overall mission in creating a site that resonates with our customer base.

Trust is the currency that drives the internet.

Truth be told, the real-world currency is trust too. Trust is how we navigate personal relationships, medical advice, hiring decisions, in-person purchasing, and on and on.

Trust is even more important online

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I like to imagine that a potential customer is as apprehensive about doing business with you, as you would be getting your head licked by a tiger.

Everything we do online has to speak to people’s natural fears and build confidence.

Because without trust, not a single penny is going to be spent on your website.

Here’s the list of things we try to incorporate

Show Customer Reviews on site.

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We use www.groovejar.com to accomplish this.  What we’ve learned, is that at the local level, customers come to the website, leave and go look for reviews, and then come back and book if they are satisfied. We use this tool to show reviews right away so we can keep them on the site.

Keep more folks on the site = More bookings!

Show That Others are booking service

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This app from Groovejar allows us to show that someone just purchased service with us.  This is a subtle but powerful technique to increase sales on your website.

We know that we’re going to be one of only a handful of companies nationwide that uses something like this!

Show Industry Trust banners

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For a lot of industries you’ll find green certificates, training banners, etc. If there is a course that needs to be taken to be able to place an industry certificate on your site, it’s well worth it.  Things like this help to build trust in your customer’s eyes.

 

Show Testimonials

So these could hurt if not executed right. I always add pictures, and I like to use social media pictures because they look more natural.

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Show Security Trust Badges

Here is a list of some of the most recognizable trust badges. These have been shown to lead to double digit increases in conversion rates. Definitely worth a test:

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100% Money Back Guarantee Badge

Some studies show a 32% increase in conversion rates. Super important stuff.  Some folks are worried that this can be exploited by clients, and yes there is risk there, but like everything else this should be tested and appraised with data.

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We believe, that all things being equal, a strong guarantee that increases conversions adds more to the business than the losses from unscrupulous customers.

Wrapup

So that’s a nice list, but there are a host of others.

You’ll have to find the ones that connect best with your audience by testing and see how it impacts your conversion rates.

Some of this stuff costs money, so a lot of folks ignore them completely.

Don’t fall into the trap of not wanting to spend a $100 for a banner/ssl etc. when that $100 can make you thousands!!!

This stuff will impact how much $ comes out the other end of this funnel…

Good luck.

On to the booking form tomorrow


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rohan
About the Author

Startup entrepreneur , writer, and local brand builder. I’ve launched and grown several companies, generated millions in revenue, and along the way allowed thousands of people to peek over my shoulder to see what works. What follows is the 80/20 approach to building a successful business.