We want other people to like us. It’s a human desire.
We also want other people to like our websites. If, on our site, we come across as likable, we tend to become more profitable.
So, in conversion optimization, likability is an important and powerful psychological trigger.
Who are you more likely to trust to tell you the truth: a preschool teacher or a used car salesman? A firefighter or a magician? A child or a politician?
Some people are simply deemed more or less credible based on surface-level factors. The same is true for websites. [Tweet It!]
You have to know what makes your site the child or the politician.
If your site isn’t credible, you’re scaring off many would-be buyers. But credibility is contextual, and some attempts to add credibility can backfire.
How, then, can you create a web page that inspires trust, not skepticism—that aids a purchase instead of deterring it?
Various studies have estimated the average consumer sees anywhere from 3,000 to 20,000 marketing messages each day.
Of course, most of these go unnoticed. One possible reason? People are increasingly tuning out inauthentic and blatant marketing attempts.
For this reason, we’ve seen a recent rise in what’s known as ‘transparency marketing.’
Creating a product and writing good sales copy are not enough to convert visitors into customers. Your first task is to build trust. If they don’t trust you, they won’t buy from you – even if your offer is really good.