How to Instill Credibility and Confidence: Designing Gut Reactions

How you instill confidence in your visitors, convert them into believers to convert them into buyers later on?

When we talk about source credibility theory, we are talking about the inherent and intuitional reactions which your visitors would have when they see your business (your site).

It is common for people to believe messages which emanate from “credible” sources.
Thus, when visitors “perceive” your site to be “believable” any message which you include in it, tend to be believed more.

The designs and logos which you include in your site go a long way in building that trust.

There are so many different forms of proof that you can use to make your claims more credible, but as I see it when it comes to online business the Visual Proof is the best forms of proof you can think of.

And what can be considered as a Visual Proof? Just anything that provides visual or graphical validation of your product, claims or more importantly, your benefits and results.

Before and after pictures, screen capture images (or videos) of PayPal balances, scans of checks, Clickbank accounts, web statistics or bank statements, etc. all of them can add value to your offer.

As world class copywriter Michel Fortin says, providing PROOF is one of the most critical keys to converting browsers to buyers.

…the reality is, everything readers see is suspect right from the get-go. It gives new meaning to the word “conversion.” People never believe anything the moment they read your copy, so you need to “convert” them not into buyers but into believers.

And the same it true about your business, too. Your visitors would like to believe that you are an “expert”… as only an expert can talk with this kind of authority.

And it goes behind making your business trustworthy and credible to the visitors! These several factors are responsible to make your site look and feel trustworthy:

The content, without frills and talks in a friendly and informative way, the smooth navigational possibilities helping the visitor easily move around in your site, small chunks and easy to digests information contained in the pages, a clear USP that codifies and puts the site in a class of its own, which immediately separates the site from the crowd – in short, the look and feel has to be smart and professional to instill confidence.

It might interest you to note that sites which visitors find quick in responding to customer queries usually have higher conversion rates. These sites speak the customer language which immediately brings them one step closer to their business goals.

Credible businesses become winners because when you come to the site, the product or service benefit hits you first; by providing the right solutions to customers and speaking in the language adapted to a large variety of customer profiles – is the key factor to the business success.

In other words, when you are dealing with a large group of customers, it’s obvious that more credible and authoritative your sites is, more persuasive and compelling it become to your site visitors too, thing that immediately will show on your conversions as well.

Bottom line… If you want to improve your conversion rates and reduce skepticism, show as many visual proof as you can!

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