As online marketers, we know that it’s crucial to include trust elements when we’re designing a website or landing page. But do you know which specific trust elements are most effective at converting traffic? Does including a photo with your testimonial generate more leads? Can company logos really help legitimize your product in the eyes of a potential buyer?
The question of how to effectively include trust elements has come up in several of my conversations with software vendors lately, so I decided to do some more digging. Based on what I found, I’ve concluded that there are three key factors that make trust elements successful at generating leads:
1. Authenticity is Everything
According to a recent study conducted by Marketing Experiments, “the level of performance associated with testimonials can be linked to their level of credibility and authenticity.” Prospects perceive reviews that include images as more trustworthy because the photo adds an additional layer of validity. It’s no surprise that anonymous testimonials that lack company information, title, and the customer’s first and last name are often discredited by potential buyers and fail to increase conversion rates.
2. Strive for Authority
Always choose the most reputable brands when selecting company logos to include on your site. Brand recognition can help reduce the anxiety buyers feel when trying a new product. The same rule of thumb applies to testimonials, as well. Instapage recommends using testimonials from “big shots” in the industry to help buyers relate more quickly.
3. Location, location, location
Simply including trust elements is not a guarantee that they’ll increase conversion rates. For instance, a case study from ContentVerve this month found that simply moving the testimonials on an eBook landing page form to above the call-to-action increased downloads by 64.53%. You should strategically place your trust elements in close proximity to areas of the conversion process that may cause anxiety – such as lead capture forms or call to action buttons.
People feel comfort in knowing that others have used your product and seen great results. By using company logos, reviews, and testimonials from recognizable companies on your website, you’ll quickly establish trust with your web visitors and increase the likelihood that they’ll convert into a lead. Adding trust elements to areas of your website that may cause anxiety for consumers is a great way to ease tension and streamline the conversion process.
Do you have any other tips for incorporating trust elements you’d add to this list?
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