5 ways to build customer trust on your site

5 Ways to Build
Customer Trust
on Your Site

5 Ways to Build Trust
Each time a potential customer
or client interacts with your site,
you’ve got an opportunity to
build a
relationship.

Like most relationships, the
foundation will be built on
– and revolve around –
trust.

1
Make Your
Contact Information
Easy to Find

You can have all of the FAQs and
informational copy that you want on
your site or app, but your users will
always have questions.
This is why it’s important to have
easily accessible contact information.

Marketo’s site features two ways to contact them right on their
header, so you’ll always know where to look, no matter where
you are on their site.

Run a few user tests on the placement of
your contact information and see if your
users find it intuitively.
If your users have trouble finding it, test a few
other placements to find one that works well
for your users.

Be sure to also couple your easily accessible
contact information with great customer service,
and you’ll have a 1-2 punch that’s sure to gain
the trust of prospective and existing users.

2
Offer Live Help
Options

One of the most effective ways to
immediately address questions and
build trust is through Live Chat and
Click-to-Call.

50% of internet users worldwide prefer to
use live help methods over other means of
contact, which is a significant chunk of online
traffic no matter how you slice it.

Just like the placement of your contact
information, be sure to test the placement
of your live chat link.
Does it work better in your “contact us” page,
or as a tab floating over all of your pages?

Hanapin includes live chat as
one of their contact methods.

3
Show Off
Your Client List

If someone tells you, “trust me, I’m a doctor,”
you’d probably be a little skeptical until they
were able to prove it.
The next best thing would be getting
confirmation from a third party, ideally from
a large, reputable group of individuals.

This is the exact purpose a client list serves.
This concept is frequently referred to as “social
proof.” It’s an effective way to build trust in the
eyes of your site’s visitors and give you added
credibility, especially if done correctly.

Take a look at how Unbounce and Mixpanel
leverage their list of high profile clients in the
following images.

Unbounce implies that if you trust these companies, and they
trust Unbounce to build their landing pages, shouldn’t you do
the same?

Mixpanel’s homepage features animated panels that shows
off the logos of their high-profile clients.

4
Don’t Be Shy with
Endorsements

If you happen to have some high profile
companies, industry experts, or publications
who’ll vouch for you, don’t be afraid to show
off what they’ve said about your product or
service.
If you can work these into a case study, that’s
even better!

Salesforce’s Customers page features a carousel of endorsements from
high-profile companies who use their service.

It’s important to be careful in citing
endorsements, and make sure that they’re
relevant to your audience and service.

HubSpot has a great case studies section.
Prospective clients can see how similar
companies have found success with HubSpot.

Hubspot features their case studies right in their header, and
once you click through, you’re given the option of viewing a
variety of reviews and testimonials by category.

5
Get Rid of All Your
Dead Links

Laugh all you want at how basic this tip is,
but clicking a dead link is jarring, and it’s one
of the most effective ways to lose credibility
with a site visitor who might otherwise have
been having a great user experience.

Don’t let all of that goodwill
and trust you’ve built up go to
waste with dead links!

Use Google Webmaster Tools or Screaming
Frog to see which links are sending your
users to 404 error pages, and be sure to
monitor activity on your error pages.

Google’s analytics blog has a few tips you can
easily implement, so you can start knocking
out your dead links today.

Bonus Tip
See How
Trustworthy Your
Site Is Compared to
Competitors

There’s no better way to get a competitive
edge on your competitors than to learn what
works and what doesn’t work for them.

When testing your site alongside your
competitors, don’t be afraid to ask your
participants which site they trust more.
You can even have them grade each site on a
scale of trustworthiness.

While running your study, you should also
be sure to follow up by asking “why?”
Otherwise, you’ll never know if it was your
live chat, your case studies or the myriad
other reasons that might have swung the
vote of your test participant.

Additional articles on how to set up a
competitor study:
How to Learn Tons from Your
Competition with User Testing
Test Your Competitors with
These 2 Methods

5 ways to build customer trust on your site

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