and Trust - Keys to Online Success
people make their first online purchase every day.
Even when the purchase is something minor, the visitor's
decision whether to buy from your website always involves
establishing your credibility and inspiring their
After all, the buyer is taking a leap of faith that
they hand over their credit card information, address,
so on, they are actually going to get something in
Even to a sophisticated online buyer, first time purchases
from an unfamiliar website can feel risky.
variety of strategies for establishing credibility
online can be applied to give your site visitors confidence
in you. They're far more likely to make a purchase
they are assured that they aren't going to be fooled
disappointed or ripped off.
foundation for establishing trust is simple: make
that every bit of your sales copy is truthful. When
you say is true, it just sounds true. Certainly, you
to be persuasive in describing your offer and benefits,
resist any temptation to exaggerate or evade.
include details that make your descriptions
realistic. For example, don't use estimates or rounded
numbers. Instead, use specific quantities. Say the
amount, "3,857" rather than saying, "Nearly
sure there is a human presence on the site. A
personal photograph, contact information, and so on.
a real person to the shopper by giving verifiable
evidence of your expertise and legitimacy. For example,
you have written and published articles on topics
to the product or service, or if you have related
credentials, include a reference to them.
favorable materials from outside sources. Examples
include independent test results, reviews, quotes
experts about similar products to yours, awards, etc.
third party materials virtually amount to endorsements.
of course, if you have endorsements, highlight them
use testimonials. In online sales copy,
testimonials should come early. Although audio is
and proven to get better results, use text if that's
you've got. Start today, if you haven't been collecting
testimonials already. Begin by asking for feedback
people who are already your customers. To get testimonials
for a new product, give some fr~ee trials. Make sure
are no strings attached so that you get honest feedback
ask that the fr~ee trial users give a testimonial
they think it is truly deserved.
of good testimonials include the
following. First and last name: Fred W. isn't as credible
as Fred Walters. When possible, include city, state,
of business or business name. But don't include a
their site or a tag-line. That smacks of exchanging
advertising for the testimony. Also, the testimonial
be brief, focusing on a single aspect. As much as
only use those that talk about measurable results.
some or all of these strategies to establish
credibility and trust, and you will greatly enhance
sales. In the end, it doesn't matter if your offer
terrific and your product is miraculous unless the
believes in you.
Beckart is Director of Marketing for
providing highly targeted visitors to online businesses.
For additional articles from a leading resource on
the subject of marketing online, visit www.ClickTracs.com.