Website Wow – How To Win The Confidence Vote!

Confidence is everything! Every time a potential customer goes online in search of goods, services or information, the hope is they will not be scammed, spammed and their PC dammed to zombie, trojan virus hell! Your website must replace natural distrust with instant confidence that you are not fake, phishing or will waste a visitor’s time.

So you check your website analytics and find visitors are arriving and leaving at certain pages. Having been enticed to click onto a link back from your PPC Ad or email marketing newsletter, something about your site is causing anxiety, hesitation and ultimately, they leave without interaction.

This is suicide for eCommerce business and must be addressed without delay.

Often the answers are underneath the conscious radar. Visitors may be cynical of where each link they have been asked to follow will lead them. Today, we are all experienced, savvy searchers and grown accustomed to clever online marketing campaigns to gain our attention and tempt our fingers to quickly click! We also know all too well that in the journey from site arrival to final checkout, we may well be delayed with links to irrelevant, annoying and confusing content. Website accessibility must open the page to navigation nirvana!

Visitors want to first feel reassured they have arrived at the right place, encouraged to stay and feel good about engaging further with the onsite system. We look desperately for the clues that something may be not quite right. It is crucial that your website design must conform to today’s recognised layout standards and wc3 protocols, show professional logos, affiliate links and testimonials, and show your visitors who you are!

Your ‘About Us’ pages are there to underline authenticity, credentials and history, showing by example how you conduct your business services. You goal is to consistently dispel fears and manage your visitors confidence levels in order that they will feel safe to continue the journey. Often a visitor will check your ‘Clients’ page or ‘Our Work’ page on the second click to see if your Home page claims are backed up by signs of real evidence!

Appropriate assurances should be placed right next to the ‘Calls to Action’ accompanying a sign-up form or add-to-cart button. This means providing FAQs and answers for every step of the way in the opt-in/ordering process.

Many websites will now visibly show link buttons to a blog, a forum, Twitter, Facebook, and other social bookmarking sites. The presence of social media will clearly show the human presence behind the company in the form of visual and written content, and further demonstrates real engagement with a pre-existing market audience, plus their accompanying comments!

Remember – your site is there to perform as a welcoming platform and invitation to participate and engage more fully in the experience on offer. Get the design, function and tone right and you will gain trust, and win conversion in the long term!