Building Trust to Grow Conversions

Five Trust-Hindering Mistakes to Avoid

Trust is much more easily destroyed than it is built. Building trust is like building a sandcastle – it’s incredibly beautiful once it’s built, but just one mistake could wash it away.

Here are five of the most common yet deadly trust-hindering mistakes to avoid.

==> Selling Too Loudly

Some sales letters give the impression that they’re “screaming” at the reader to buy.

While some great copywriters can make this style of copywriting work, this style will turn visitors off more often than it will actually generate sales for the vast majority of people.

==> Not Acknowledging Objections

If there’s a glaring objection to your product or offer, address it upfront. Don’t pretend it’s not there.

For example, if you’re selling a herbal supplement that’s effective but causes gas for a couple of weeks, acknowledge it upfront. Customers will probably read about that in reviews and forums anyway. Address the objection and make it seem like less of an issue by comparing it to the benefits.

==> Not Having a Professional Design

Do ugly sales letters get more conversions than well-designed web pages? For a single-time sale, the answer is often yes.

But in the long run, if you want to get people to trust you and buy from you again and again, having bad-looking sales letters and websites will hurt you rather than help you.

You can create really spectacular-looking websites that deliver excellent conversion rates. All you need is a great designer and a little bit of split testing.

==> Making a Claim You Can’t Prove

Don’t claim that you can teach someone how to make $10,000 a month if you can’t prove your claim. Never make a claim that’s bigger than what you can prove.

Even a more minor claim that’s less impressive yet proveable will generate more conversions than if you made a massive claim that you can’t prove. 

Make a reasonable claim and let the customers decide for themselves whether or not to buy. Of course, you should still use powerful language and write great copy, but you always need to be precise and honest about what you’re offering at the core.

==> Not Paying Attention to Brand

Your brand affects your traffic and your conversions. It’s an often-overlooked element by many businesses.

It’s easy to underestimate how much people might know about you before ever landing on your website. There’s a good chance they’ll have done their research and have learned all about the quality of your product, your credibility as a person, and what other customers have experienced before visiting your website. You can be sure that research will influence their decisions on your site.

Pay attention to your brand. Release top-notch products and provide first-class service. It might not seem like it’ll pay off in the short term, but it’ll make all the difference in the long run.

These are five of the most common trust-hindering mistakes to avoid. Avoid these mistakes, diligently build trust, and your conversions will rise as a result.