It’s tempting to believe that increasing conversion rate is merely a matter of improving your website’s design. At one point, I thought googling “What button color converts the best?” would solve all my problems.
The irony is that there really isn’t a strong correlation between a website’s design and how well it converts users into customers.
So then, what compels a user to exchange his or her money, email address or time for what you’re offering?
Trust is at the heart of the conversion.
How do you generate trust?
Trust is one of those words that’s often used in a cliché manner. Duh, marketing in general is about trust. Whenever something valuable is exchanged between two parties, trust is involved.
It’s one thing to trust someone you’ve physically met, but it’s an entirely different thing on the internet, especially when money is involved.
Some guidelines for building trust:
- Make your brand relatable by speaking in first person. Don’t pretend to be some mega-conglomerate if it’s just you in your underwear behind a keyboard.
- Make sure the call-to-action is obvious. No one is going to think you’re humble for hiding the sign-up button in the bottom left-hand corner.
- Ahh, a real person! Show your face and name. Some of the crappiest-looking websites I’ve ever seen convert like crazy because their visitors know they’re connecting with a real person.
- Buff up your social media accounts. A good way to validate the authenticity of a product/brand is to look at their social media accounts. Does anyone else trust you?
- Display testimonials and case studies. Again, use social validation to your advantage.
- People are looking for human connections, which is why CEOs tend to have more Twitter followers than the companies they found.
Learn from the best
There’s no steadfast formula for online marketing success. Anyone attempting to use a one-size-fits-all solution is going to create an unauthentic, contrived brand image.
Seth Godin is one of those people that can absolutely change your perspective. Prior to listening to him, I viewed marketing as entrepreneurship’s evil sibling. I’ve grown to understand, however, that marketing is all about telling powerful stories and building trust.
If you have not yet listened to Seth’s Startup School podcast (14 episodes), I highly encourage you to check it out. I made a habit of listening to it while cooking/eating breakfast.
(It’s free. Enjoy)