No customer trust = no website conversion. That is why, building customer trust is a must for all good web designs. Websites are the connecting points through which viewers can access several other business based information and data. It is actually the point of all beginnings of different digital marketing campaigns, which include social media promotion, direct mailing, advertisements, etc.
First impression therefore matters and a website that is designed using the essential elements of ‘trust’ actually has a longer lasting business conversion period. The benefits that are derived, are more than one. When a research team from the ESCP European Business School, interviewed marketers from different organizations on the importance of trust in their customer relationship, the response was unanimous. They all agreed that customer trust is an essential factor that drives emotional connections, deepens relations and even delivers the signature moments of business interaction at the right time and on a human level.
Building Trust When Designing a Website
Trust can grow a kind of loyalty that leads to long-term customer relationship, higher advocacy and greater share of wallet. These are the ultimate essential elements of survival for a website even when a business campaign goes wrong. So when you design a website make sure you have that one thing in all your website key components.
However, a modern website design will come with new complexities as well
New designs can bring new complexities to an internet marketing strategy. For example, parallex designs can make a website look more interactive and dramatic to the eyes but the ugly truth is that, parallex design can be bad for SEO. A lot of business owners are hesitant to adapt to a new design trend because an ugly looking website (or an old one) might be converting better.
Here is one thing to note down first – Technology and designs never stay still. If your website is converting and you are satisfied with it, then don’t update it. However, once upon a time, even static website was an ‘okay’ design and today the importance of a responsive design is no more a question. A new web design helps to keep your brand up-to-date, modern and technologically sound – all that is important to impress a new visitor and to retain the old customers and to refrain them from checking out new and contemporary rivals.
Just make sure your web design has the essential ‘trust’ elements before going live.
#1 – Clarity of Content
Less is more when it comes down to writing your website body content. But make sure that the message you have is clear and convincing. The UX2014 case study here, evaluated the relevance of having clear text in building customer confidence. Based on the observations, which was made on a healthy insurance comparison prototype, consumers found the web design frustrating and difficult to search for the right information. This also influenced their decision factors as well because the lack of transparency led to erosion of their confidence.
So you see, good web design must have simplicity in its body, even if it is the copy that is being discussed about. Website content must be clear and to the point so that it is easily comprehensible to the reader sitting on the other side, in front of the computer screen. Break down your chunky contents into bullet points. Make them appealing and disgestible. Maintain your content hierarchy, use smart words, texts and lines and last but not the least, do not forget the font.
#2 – Images that Interact
Pictures are worth a thousand words but the speed with which it delivers the message is amazing! Did you know that the human brain can process an image in just 13 milliseconds? An image alone stands more powerful than a webpage full of wordy text. It’s time you start exploring its potential in different formats. For example – why not make your about page more interesting by using infographics to explain your work process, and to make the page look more fun and easy to understand? Here is a screenshot of an About Us page that applies the power of infographics –
Now compare this page with that of your About Us page. Which one looks better? Feel the difference?
If an image can make your business talks sound so interesting, imagine how much faster can the human brain process moving pictures in a video. No wonder why we can still remember an old movie scene shot better than a simple paragraph from a book! But the importance of using videos in your website when it comes to building consumer trust is that, it gives the viewers an opportunity to see how working with people from your organization will feel like.
They are like the display windows of your showroom and you can use them in your blogs, web page contents and even in your social media campaigns. Now speaking of your web page contents, you may find a lot of websites already using interactive videos in their home page. But the header of your home page can also be a dominating place that you would hate to ignore. Take a look at this website home page here – https://www.b3net.com/
Did you learn a new way of using images? Think about using them for your website home page.
Interactive images have the capability to convey valuable information and this is how top brands use it to power engagement, build brand confidence and to drive conversion.
Apart from infographics and video slider shots, can parallax designs be a good choice?
Parallax designs are believed to add depth to an otherwise flat looking two-dimensional landing page. However, too much of parallax design is harmful for a website’s performance. For example, it slows down the loading speed of a web page and is bad for a website’s SEO. But at the same time, parallax designs help to enhance or improve a website’s overall usability that if applied, could enhance content engagement. If you want to incorporate a little bit of parallax design in your web pages, then use it in considerate amount only like the portfolio page or the landing page.
Feast your eyes on Apple’s Music landing pages to find some good examples of parallax designs and its implementation. You may even refer to some of the amazing techniques to use parallel designs as well and apply them on your web pages.
I am so full of resources right now while writing this thing down that I can’t help providing you with all the relevant links that I can get hold of. Click on the link right here, if you want to learn how to use parallex designs to blow everybody’s mind.
#3 – Symbols of Trust
Okay, in this section you will be directly learning a few things about using the ever-mark symbols of trust. They are like the visual signals that when used on websites help to build an immediate positive response in the mind of the viewer. It encourages customers to trust your site and to go ahead with their conversion.
Symbols of trust come in different forms and shapes. Some of these symbols that we generally identify in almost every website are (identify the signs to see if you can recognize them) –
- Security Symbols
- Customer Logos
- Testimonials
- Membership Badges
- Certification Badges
Other elements of trust that are frequently overlooked (or rather left forgotten) are – case studies and contact information.
Case studies and well researched blog posts are written records of the process of development undertaken by a company. Documentation of project works is not only a valuable source of information that companies can talk about, but it also provides clients an opportunity to look into the different kinds of work that your web development team is capable of.
A complete detail of the physical location is enough proof that a company is real and trustworthy. Make sure your contact page includes every important information under the sky that can help a customer access you easily.
All these might look fine and easy to follow when an existent web design is being updated. But what if your website is in its infancy and you don’t have the advantages of the already above mentioned surety bonds?
Then this is the way you can build the first elements of trust in your new website-
- Add some security socket layers
- Share your experience and knowledge in different places
- Solicit clients for reviews
#4 – Feeling of Familiarity
Whatever your new website update may be, a good web design must be united by the strong bonds of familiarity.
Why do you think ugly websites (or the old ones) often convert better? Because they are the best from the users’ perspective.
When viewers find that things function as they are expected to, they become comfortable using it. It also helps to create a feeling of confidence that is essential for building the first blocks of consumer trust.
Make sure you do not miss out some of the familiar functionalities that almost every website has. They are email confirmations after each user sign-up, search boxes for making tailored searches, no broken links, proper balance of white with other colors, quick load time,etc.
Conclusion
With this I end my discussion here (or else the discussion will never cease to stop). Modern web designs today are more prettier than what they used to be before. However, if it is not user friendly, it’s not trustworthy and that means no conversion for you. So, if you want to win the first fat jackpot after completing your web design, make sure you have placed the right elements of trust in the right places. Conversion is guaranteed.
For more information and assistance please visit www.75way.com
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