There are a lot of businesses out there, and with AI in full swing, content has simply exploded. Untold amounts of web content, comments, and even user activity are now entirely automated. What this means is that finding scams and spotting suspicious sites is now harder than ever.
What are the trust signals that customers are looking for? What can you do to improve the trust signals both on your site and elsewhere? Let’s get into it:
What the Research Says
With the businesses and risks online, it is no wonder that so many people research brands and products before they ever even visit your site.
It’s not a small number of people, either. In a Power Reviews survey, 87% of respondents stated that they always conduct research before making a purchase. Those who research at least sometimes? That number goes up to 99.5%.
With that figure in mind, it’s safe to say that yes, trust signals (both off and on your page) matter a lot.
There are several signals that users will look for across the board, no matter whether you’re an e-commerce brand, a doctor, or even an online gaming platform.
Your Platform Suits Your Niche
One of the first and most immediate things that people notice the second they click on your homepage is, well, your homepage. Just as book covers follow conventions and unspoken rules from genre to genre, the same goes for websites. Just look at online gaming sites, for example. While each site is, yes, different, there are consistent features that make an online gaming platform distinct from, say, a fashion brand (which will always look similar to other fashion brand sites, even if the brands are unaffiliated).
Feature the Trust Features Essential for Your Niche
There will also be a series of trust features that are unique to your niche. In that online gaming example, you’d want to include essentials that are required by the rules and regulations in your area. Players at this point will be familiar with Know Your Customer (KYC) protocols and self-exclusion tools, not to mention other terms and conditions.
At Spin Casino, a trusted online casino in New Zealand, you see the full essential set of terms and conditions for the offers front and center, along with a full run-down of the registration, anti-money laundering, and KYC processes. Featuring these trust signals, as well as your license details, is essential for that niche. If your niche were used electronics, for example, “certified refurbished” may be preferred.
Reviews and Ratings
One of the most important trust signals is reviews and ratings. Rather than rely on your own site’s testimonial tools, however, you’re better off using a third-party system like Trust Advisor, which polices reviews and ratings, making it a more trusted source for reviews. Thankfully, it’s incredibly easy to feature your happy customers with a plugin.
It’s also a great idea to include reviews from verified buyers or users, as this further increases the value of each review, which could otherwise be made by anyone (see Google reviews).
Media Mentions
Media mentions are a fantastic trust signal, particularly because they don’t need you to be independently reported on. You could pay for media placement, advertising space, or to have your product or service reviewed by a notable influencer. Simply having your brand mentioned or appear alongside more trusted brands or people allows you to piggyback your way to a larger audience.
Influencer Marketing
One subset of media mentions that can prove to be extremely useful for all types of brands is influencer marketing. Influencer marketing, whether paid for directly or indirectly through an affiliate marketing program, is a powerful way to get your brand recommended by people to their trusting audience.
You will, of course, need to be careful about which influencers you use or partner with. It makes sense for lifestyle brands (ranging from fashion to home décor to even online gaming) to partner with lifestyle influencers who show their daily lives and how to live better or more happily.
If you have a tech-based product, then you’ll want to avoid those lifestyle influencers and stick with the more technical content, as those audiences are geared towards understanding the specs more and are therefore more likely to appreciate your design choices.
Start Small, But Strong
Start with what you can control on your own site. Ensure it matches your niche, that it features the trust factors like KYC or encryption details common with your competitors, and that you build up those essential trust factors like brand mentions and reviews.
