Millions more people are buying goods online than ever before, thanks to COVID-19. 75% of businesses in the UK do not yet have a website yet, and the ones that do are suffering a trust issue. Your website is your shopfront and whether you sell online or are just putting up information to help others, instilling trust when people come to your website has never been more critical to your success.
How do you know if people don’t trust you?
A high bounce rate can be a good indicator of a website that is failing to capture people when they enter. Use Google Analytics and heat maps to find out where you are losing people and explore why that might be.
High abandonment rates is another crucial indicator that your site isn’t helping you close the deal. Equally, no call to action on sites often leaves the user perplexed and asks too much of them. Check out Buzzbar.co - one screen above the fold (i.e. no scrolling necessary) and you get everything you need is no accident. Equally, think about how your visitor will see your site - with hundreds of different screen sizes now - make sure you adjust your copy for mobile devices.
Ok, so you’ve figured out people aren’t trusting you, now what? Here are seven ways to get more people trusting you:
- Fix bad or outdated design - it’s hurting people’s perceptions of you. If you haven’t updated your websites look in over a year, it’s time to get that fixed as fast as you can. Retro isn’t a good look when people are in a fearful or anxious state. Looking fresh and contemporary - without compromising your brand if you sell traditional looks/feels - has never been more important. Think of it as a new coat of paint, not an overhaul.
- Poor image choices. It’ll blow your mind how many companies employee these five people! The best advice when it comes to images is use stock sparingly and create your own whenever possible. We've written more on stock images hurting your brand here.
- Unclear messaging on the home page. Do the 10-second test on your site. Can you find what you business does in 10 seconds or less? If not, change things. In these times, or any time for that matter, it's best not to make visitors work for it.
- Too many or aggressive pop-ups or adverts. Be honest. you know when too many are too many and you're making people fight close them. These tricks or mechanics don’t work well to instil trust just bulk up email databases. What's the point if they don't trust you? Focus on clear messaging and moving people through your site instead of surprising them and forcing them to distrust you.
- No trustmarks. Whether you’re forgetting to show the marks that others think you are trustworthy or you're getting Google’s red padlock of doom. You’re disadvantaging yourself by not showing others that you others think you should be trusted. Google Chrome now actively blocks your site now so it’s time to get yourself a SSL certificate asap. Not sure how? Come and chat with us and we’ll sort it for you.
- No way to contact you. This is a personal bugbear of mine. You're just throwing business away if people can’t contact you whether it’s a form, a direct email listed on the site. Another top tip here is to get an email that uses your site’s URL firstname.lastname@example.org may be easy, but it’s not professional and says more than you know. Gmail costs £4 a month for a proper email account.
- Hidden pricing. We get it; not all businesses can shout about their prices but being upfront with charges, fees and extra will help you in the long run. Showing that you are confident to list your costs isn’t only transparent it also helps your customers who will appreciate you for it.
- Lack of a blog. Apart from being bad for your Google ranking, having no blog isn’t helping people get to know you. Prove you’re alive by posting regularly.
These are just a few of the pointers we are helping clients fix and the proof is being seen from week one of making changes. From increased basket sizes to greater dwell times, small tweaks can go a long way to making a big difference in a short space of time.
Book some time in to talk to the team about how we can improve things for you now to make sure when things get better you’re not starting from scratch. You don’t have to do everything at once, we’ll create a plan and you can do whatever you’d like to - we’ll always give you the best advice.