Just as in real life, we seek trust and confidence in those we interact with each day. The same applies to our online consumer relationships.
In the article, “The Four Pillars of Building Instant Trust Online.” ClickZ’s author speaks to this need of trust we human beings crave and how marketers can build trust online.
The four pillars he speaks to in the article title include Appearance, Transactional Assurances, Experts and Media, and Consensus of Peers. When you look closer at these pillars you find some tangent, applicable approaches to achieving instant online trust in your client relationships.
As our grandmother and career advisor have always reminded us – first impressions do matter. Books are judged by their cover just as we are by our outward appearance in a job interview. So why wouldn’t Web sites be judged with the same initial scrutiny? Research has indicated that people form an initial impression of your Web site within 50 milliseconds. This is 1/20th of a second. In other words, we subliminally decide whether a more considered review of the page is warranted. In the immortalized words of Joey Russo from the 80’s sitcom, Blossom – “Whoa”. We can pause here for a deep breath if you like.
Don’t get discouraged. There are things you can address to dress up your appearance to make the most out of that 1/20th of a second. The visual design should always be professional in design. Fonts, colors, and graphical elements must combine into a unified look. Neatness is critical. Remember white space can be your friend. And as always, less is more.
As far as transactional assurances, consumers need to know that their email address isn’t being sold off, they aren’t part of a spam scam, and that ultimately, their personal information is secure. Reassure them every step of the way.
Experts and media can build legitimacy. Your audience may not have heard of you before, but they are impressed by awards and recommendations from well known organizations and established brands. Be sure to place these above the “fold” to ensure they are noticed.
Consumers for the most part like being part of the “in” crowd and knowing that 200,000 other thirty-somethings have purchased this product can be what seals the deal for them. Check out the complete article for more tips on how to build trust in your online marketing relationships.
Melody K. Smith, April 26, 2010
Note: Post was not sponsored.