More than anything else, credibility determines whether or not people buy. You can make a claim as big as you want, but if you don’t have credibility, people aren’t going to purchase. On the other hand, if you make just a moderate claim, but people believe you one hundred percent, they are much more likely to buy.
Credibility is both conscious and unconscious. Part of the brain consciously decides if they trust you or not; while another unconscious part of the brain just feels the “vibe” of the website and decides whether it trusts or distrusts you.
Here are a few smart ways to increase your website’s credibility:
Hacker Safe, BBB and SSL
Three logos that have been demonstrated to improve conversions are the Hacker Safe logo, the BBB-approved logo and the SSL encryption certificate. These logos can be quite costly to acquire. For example, with Hacker Safe, you need to pay a one-time up-front fee plus a monthly fee to have Hacker Safe test your system for security vulnerabilities. If your website is established and has enough volume to justify these investments, the increase in credibility will often pay for itself.
Feature News and Celebrity Relationships Prominently
If you have been mentioned or featured in magazines, radio shows or newspapers, feature that prominently. Put their logos above the fold on your website. Just the fact that you have been mentioned in the New York Times is often enough to get someone to switch from closing your website to reading more carefully. Another powerful credibility point is celebrity relationships. “Celebrity” doesn’t mean Hollywood personalities, but the important people in your industry. For example, if you run a cooking website and a world-champion chef gave your techniques a thumbs up, put that on your site.
Smart Use of Testimonials
Your main page should have just one or two choice testimonials that pack an emotional punch. Don’t cram your site with testimonials or you will come across as a hard sell. On the other hand, your sales page can have a lot more testimonials. Once someone has decided they want to buy, they are a lot less likely to be turned off by testimonials. Conversely, they now want to know exactly what kind of experiences others have had with your product.
Utilize Related Statistics and Studies
Even if studies haven’t been done on your product, a lot of related studies can be used to boost your credibility. Let’s say you’re selling a speed reading program. You could prominently feature a study done by Harvard University that showed the average student could increase their reading speed by 127 words per minute in just two weeks with proper training. The study wasn’t necessarily with your program, but the study of your industry will still lend credibility to learning from your techniques.
These are a few smart ways to improve your website credibility. What all these techniques have in common is consistently and intelligently showcasing the most compelling and trust-building aspects of your business. As always, remember to split test to see what’s really working best.