How (and why) to build trust on your landing pages
Published: October 11, 2016
Author: Adrienne Abrams
Let me start out by saying there is no silver bullet to building a successful landing page. In fact, landing pages that convert well are often a product of rigorous, ongoing testing. This post is not about that – though we have a lot to say on this subject too.
I’ll be focusing here on building trust on your landing pages. It all starts with the user and her relationship with the brand; like any good relationship, it must be built on trust. This trust cannot be bought, nor can you make someone trust you. It has to happen naturally.
What do I mean by this? You can’t force ‘trust’ down the customer’s throat. You telling the user how great you are is one way and is certainly valuable – but it’s also less than credible unless you can back it up. However, there many other ways to build trust. This piece is critical – you must ‘build’ trust (which, like building Rome, won’t be a day-long process).
The list below provides some recommendations on where to begin.
1. Customer expectations
How is the user getting to your page? Are they coming off a search query? Ensure the user’s intent matches the page content. (This means that what you were looking for is actually shown on the page.)
Your goal is not to trick the user but to meet a need. So, if the user is searching for a ‘Free QA service,’ make sure this option is visible on your page. Clearly set the intent of the page.
2. Customer journey
Sure, you want the user to convert. In fact, that’s how you are measuring success. However, think about the UX. How familiar is the user with your product? If you hit the user with a form right away without providing any details, is he going to be scared off?
It’s critical to think about who your user is – does he know about your company; is she brand new to your site? Different users need different things.
If the page flow makes sense, the user will be feel engaged and expectations will be met. Again – gain that trust.
Tell the users why your product, service, widget, etc., is great and why they need to buy it. This can be done a myriad of ways, e.g. through comparison charts, lists of value propositions, or imagery and copy.
4. Clear CTA and next steps
Tell the user what’s going to happen next. Again, you want to gain trust, so there’s no value in tricking the user. So, if your CTA is a ‘Free Demo’ but you have to talk to a salesperson first, just say it. The user is going to be very disappointed if they were expecting an immediate online video but actually need to take four more steps before they see the demo.
Laying out next steps on what the user can expect is also really useful. It can be a simple bulleted list or icons with a brief description. Just use something straight-forward so the user knows what to expect.
5. Trust logos
Providing validation that you are not being careless with a user’s personal data is key. Simple trust symbols (e.g. Truste, Norton) placed below a form show that you are both credible and responsible with your client’s data.
6. Customer reviews
Everyone uses customer reviews. Users rely on feedback from other customers to help inform their purchases. In many cases, a customer will not purchase without this validation. While it’s important to hear what companies say about themselves, we tend to find more value in customer feedback.
It’s critical to provide a cross-section of reviews. While you may not want to show off your bad reviews, it’s important that you don’t just display 5-star reviews. No one is perfect, and trying to show that you are just diminishes your credibility.
7. Social proof
People like to know they are in good company. So, showing some sort of social proof (e.g. ‘350,000 companies trust us’)’ helps validate that your product is worthwhile.
Adding customer logos to your page is another way to build your reputation. However, be mindful of the companies you include. The user must be able to identify with these companies in some way to see the fit.
Testimonials from customers, especially if they are from a well-known company, can be valuable. However, a few caveats: a) Testimonials are inherently good, so try to find some that either solve a specific problem or that address a bigger issue. Make the testimonial relatable. b) Think about which company testimonials you share. If you cater primarily to SMBs, then using a review from a big brand may not be the right fit. The user wants to see how the testimonials apply to him.
At the end of the day, there are a ton of different ways to gain the user’s trust. Study after study has shown that establishing trust leads to more conversions, brand loyalty, and improved performance. If you’ve got any innovative methods for building trust that have proven effective, let us know in the comments.