Trust is such an essential element when creating a landing page. When prospects arrive on your page, you don't want to give them any reasons to back out.
That's why you avoid leaks, why you include social proof, why you keep the design simple, etc.
Of course, social proof is itself a form of trust. That's what testimonials are for. But there are other trust elements you can use on your page to boost your chances of converting your prospects.
Add Security Icons
People are worried about their online security. They are worried about entering their credit card details only to find out later on that their account has been hacked and their details stolen.
And when even Mark Zuckerberg can become a victim of hacking, there's no way they are going to take security lightly.
If prospects don't get a good vibe about your site's security, they may become overly cautious. Even if you are not asking for their credit card details, they still want to know that their email and personal details are not at risk.
One way around this is to ensure your landing page looks the part by using a professional design.
But you can also display security icons.
These are things like the Norton Secured Seal (which used to be the Symantec Trust Seal), as used by companies like The Gold Bullion – see it proudly displayed in the top right of its website here:
Such symbols make it clear that you take your security seriously, and they give prospects that extra bit of confidence at the moment of converting.
Just as with security symbols, you can also display accreditations to provide prospects with more confidence.
Many industries have organisations that you can join, and you might also join trade organisations, industry groups. You may also have good online security records or you may have won awards.
There are some popular accreditations that show you can be trusted, like the Better Business Bureau and VeriSign.
Whatever you've got, use them on your landing page (and throughout your website).
Add Mentions You’ve Received in Large Publications
If you have been mentioned in a large publication (perhaps your product received a favourable review), mention this on your landing page. If you have numerous mentions, include them all under a title like: 'As mentioned in …'
They don't have to be national newspapers, but they should be recognised by your target audience. The mere fact that you have been mentioned adds a feeling of respectability to your brand.
By using them, you're showing that you're not just another company that no one knows, but that you have been recognised by a trusted publication.
Show Who Your Previous Customers Are
Likewise, you can list the logos of well-known companies you have worked for, like ChatMeter does here:
By showing that you are already trusted by such well-known companies, the effect will rub off on your prospects.
Display How Many Customers, Sign-Ups, etc, You Have
Big numbers are good (when they refer to something positive, of course). So, if you have a large number of sign-ups to your email newsletter, show off this fact.
Like OptinMonster does:
You could also mention that you have already sold half a million products, that you have tens of thousands of followers on Twitter, that your blog has got hundreds of comments, or even highlight the amount that you have earned customers who have used your solution.
But there's one way that OptinMonster could improve this tactic.
I would recommend making the number specific, so rather than 'Join Over 30,000', I would use a specific number.
Specificity is always good with sales copywriting. Exact numbers come across as more genuine and are therefore more persuasive.
And there is one caveat: large numbers can sometimes imply lower value. So if you're selling certain types of high-quality products, you may not want to present the image that you are a smaller and more personal company.
This is especially important when you are collecting emails, where you can place a link right underneath the CTA button so at the crucial moment when the visitor is about to convert, you can give them that added boost they need.
But be careful about mentioning the word 'spam'. Even used in the negative, its presence can be off-putting).
Provide a Guarantee
If your prospects have nothing to lose by clicking your CTA, there's a lot more chance that they will take a risk and buy your product.
This is only really possible if you are selling something directly – and the better the guarantee, the better your conversion rate is likely to be.
If you stand by your product so much that you are prepared to let them try it for a whole month, you can see how this is going to increase trust.
Use Message Match to Instantly Increase Trust
Message match is something that marketers often forget about, but it is a simple way to make your landing page more trustworthy.
When you are using ads to send traffic to your page, make sure prospects know immediately that they are in the right place when they arrive on your landing page.
Do this by using the same (or a similar) headline. And if you take them from a Facebook ad to your landing page, make sure the icons, the colours and the messaging is all the same.
The ad must deliver on its promise through the landing page, so don't suddenly switch to a completely different offer or product. Make sure you clarify the ad's promise.
Get More Trust, Get More Conversions
Trust is so important to increasing conversions, so make sure your prospects can trust you when they arrive on your landing page. You can use all of these – the more the merrier – and make it abundantly clear to prospects that they have absolutely nothing to fear, that they can trust you.
And reap the rewards.
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