Are you also one of those who are always thinking about the conversion rate? That’s right because it is a measure of how you use your traffic on your site for your business. If you are not satisfied with your conversion rate and want to attract more customers, you should look at the terms social proof and trust signals. What is behind these two terms, and how can you use this efficiently for your business and increase your conversion rate? I want to bring you closer to this article.
Trust Is Important For Customers
You hear and read again and again that online retail is growing more and more and more people are shopping online. But trust, or confidence, still plays a huge role. That’s not surprising because people’s buying behavior has changed, but the usual certainties when buying still have to be in place. And this is precisely where many people are put off because many of these securities exist in different forms when buying on the Internet as they do when buying in a store. In the store, a product can be touched, seen with your own eyes, and examined and tested sufficiently. But it’s not just the product that is scrutinized when buying in a store. Also, the salesman is concerned about precisely the store and its mechanism. With these observations, the buyer tries to understand whether everything here is severe and whether you can buy here with the necessary confidence.
Distrust Of The Online Store
All these impressions described above cannot be obtained from the online store. There always remains a certain mistrust and uncertainty, which also ensures that a purchase project is aborted. And it is precisely this lack of trust that poses a problem for you as a store operator, which you must remedy. Lack of trust of site visitors can arise for many reasons. Sometimes, from your point of view, it is unimportant little things that keep the visitor from making a purchase. Therefore, your primary goal is to counteract this, to send trust signals, and thus to bring the customer to the conclusion of an investment.
Give Your Customer Security With Trust Signals.
These trust signals are crucial in retail and play a vital role there in particular. You can only increase your conversion rate and thus win more customers if they have the necessary trust in you. If a customer feels safe on your site and gets essential confidence in your store, he will become active.
Neuromarketing is the magic word for you
To be able to send the necessary trust signals, you have to deal with neuromarketing. Haven’t you heard of it? Neuromarketing means taking the most efficient marketing actions possible that allow you to practically look into the brain and thoughts of your potential customers. It would be best if you learned to understand what understanding he needs to make a buying decision for himself.
The Most Important Trust Signals
You need to set specific trust signals, such as learning, to increase your conversion rate. The most effective of these trust signals are:
- Present your potential customers with objective tests, ratings, and reviews of your products or services
- Use quality seals on your site, especially the TÜV seal that offers your customers verified security during the payment process and testimonials.
You are already a big step ahead if you use these trust signals correctly and present them well to potential customers. You can support these trust signals with statistics and numerical values, such as - the total number of visitors
- the number of subscribers to your newsletters and the number of fans on your social media channels
- the number of your customers
With Personality, You Can Create Closeness.
It is also crucial for you to give your company a face or at least a name with which the potential customer can establish a personal connection. You can learn a lot here, especially from television advertising, where this approach is used often. His trust will grow if a potential customer can emotionally connect with you. For the site visit, it is entirely different if he is on the company “Noch-nie-gehört” or the site of Max from the company “Noch-nie-gehört.” This small but subtle difference alone can positively influence his purchase decision. Do you know “Lea from Outfittery” on television? Lea is known. You possibly not. This is precisely the perfect example of you how to proceed.
How To Present Your Trust Signals
You should always present your trust signals on the home or landing page. You can achieve much more effectively if you show them several times on a page and on your subpages. Some studies say that such a presentation of trust signals can increase the conversion rate by up to 20%. And that sounds not bad. For potential customers, the seals of approval play a critical role, and about 2/3 of all site visitors make their purchase decision dependent on them.
Social Proof Is Even More Effective Than Trust Signals.
Trust signals are significant for you to be even more successful, but social proof is even more critical. This is because most people do what others do and how others behave. If many people buy product “X,” the other person must buy it too. If he believes it, it can’t be wrong. At least, that’s how most people think. My colleagues think this and that are good. Then it must be so. Do you understand what I want to say about it? Man is a kind of herd animal and mostly follows the majority. However, social proof is promoted by people close to us, such as friends, relatives, work colleagues, etc., and many others. This can be
- Experts we know from TV and who make a particularly credible impression on us
- celebrities we know from TV and the media, with whom we have particular sympathy and who give us the impression that they have remained human despite
- their fame
but also people unknown to us who simply buy certain products in large numbers and thus influence us
Use Testimonials In A Targeted Way For Social Proof
Testimonials can bring much impact on you. Testimonials fulfill social proof and trust signals in one. These testimonials strengthen the credibility of a product, brand, service, etc., and thus send potential customers a positive buying signal. If you pay attention to the topic of advertising, you will notice that many prominent people are used for advertising on TV, radio, or print media. Especially effective are, therefore, testimonials from
- Celebrities such as actors, athletes, musicians, etc.
- experts who are known from the media
- other customers or clients
It Would Help If You Did Not Forget Rich Snippets
Social proof and trust signals are also crucial for search engine results. This is not surprising because if you think about Google, you will realize that they also rely on social proof. Frequently visited pages or pages on which users stay for a long time automatically move to the top. Trust in a page also plays a significant role in Google’s ranking. And now the so-called Rich Snippets come into play for you. These snippets are usually composed of meta titles and meta descriptions and appear under the page name in the lists of search results. Of course, they also contain elements that represent trust signals, such as
- Social Proofs
- Pricing information
- Rating stars
- or links to pages that are particularly trustworthy
If you format your source code accordingly, you can display this information visibly in your snippet and thus also significantly improve the click-through rate. You can read more about snippets in our article “SEO: increase your click-through rate with improved snippets” and get more tips here.
Social Proof Conclusion
As you can see now, it is worthwhile to pay special attention to the topic of trust signals and social proof on your site after this article. You will see the effect of an increased conversion rate and will be able to attract more customers.
