It’s one of the most critical elements when closing sales.
When you meet someone face to face, it’s easy to establish trust. If you show up on time, shine your shoes and be a genuine person, you are pretty much there.
But how do you generate trust from users online?
You don’t get to meet them, you often don’t even get to speak to them. Within a few pages you are asking them for their personal details or even payment!
There is no doubt about it, it’s really hard.
Luckily, there are a few things you can do to quickly generate trust.
Check out the image below.
After reading the McDonald’s sign, would you doubt that their hamburgers aren’t delicious?
Social Proof – It’s powerful.
Social proof is a great tool that you can use to gain instant trust with your users and potential customers.
Most people in the world are followers.
They think “If that guy likes X, and that guy likes X, X must be really good.”
Digging deeper it actually comes back to our roots as cavemen. You follow social norms to ensure that you don’t get kicked out of the tribe. It’s natural and instinctive.
So, how can we use social proof to boost conversions on our site?
Simple, just show how all of your other customers love your product/service.
Here are just a few ways you can display this online:
1. Show the number of ‘Social Likes’ you have on Facebook/Twitter.
2. Show your own personal Linkedin Profiles or background about who you are and why you are an expert.
3. Display customer testimonials. Typically the more ‘socially proofed’ the customer is, the better the testimonial converts. Ie. If we had a testimonial from Steven Spielberg or Seth Godin on our site, we couldn’t get much better than that!
4. ‘Borrow’ social proof from other companies. Use identifiable logos on the site from your customers/partner organisations or press you have received.
5. Display the number of people who love and already use your product! Check out the extent that 37 signals go to!
6. Show your company history or awards that you have won.
That’s about all for now…think about how you can incorporate this on more of your own site. Would you trust your company after landing on your homepage?