"Data -> Information -> Knowledge -> Wisdom"
August 15, 2000
Issue # 1147
"Selling Trust vs. Instant Trust"
~ Rod Aries
Jim Sutherland wrote:
For an excellent example of Selling Trust, go to www.poolandspa.com . The site includes a rotating image of testimonials from credible sources, "The President's Message", a jpeg of the factory, photographs of the staff, "Ask the Pool Guy" information page, and an emphasis on the size of the content. Would I buy from them? I was on the site for 60 seconds and yet I could say yes without any doubt. I would trust them
Oh boy, trusting a web site...
eMarketer.com had a very compelling article somewhat related to trusting a web site:
>> CLICKS TO CONVERSION HAPPEN QUICKLY
According to the new Q2 2000 Online Advertising Report from AdKnowledge, most conversions of click-throughs into sales happen very quickly. Sixty percent of conversions for first time customers occur within the first half hour. After that, the share that will click through diminishes rapidly. Another 9% will convert before an hour is up. Within a day, 80% have converted. Only 1% will of click-throughs will happen at the end of 30 days. <<
It seems you not only need to sell trust, you need to create 'instant trust.' Gawd, if someone is gonna buy, 60% of them buy in the first 30 minutes, 70% within an hour of visiting your site and 80% that same day. I would assume that many visitors must have made up their minds with the first screen view of your site -- sorta 'love at first site.'
The best way to create 'instant trust', I believe, is to 'design for show, content for dough.' Visitors have come expect a minimum degree of aesthetic competency when visiting a site. In order to get your visitors to read your content, you must create a site that, on a visual pass/fail scale, will muster at least a 'passing grade.' If your site looks crummy, visitors are less likely to read your content.
BUT, a site full of 'graphic wu-wu, and 'animated testosterone' alone won't do it. it is the content that is your sales tool... It is your content that educates, informs, comforts, cuddles, tickles, persuades and entices your visitors to become clients. To paraphrase an En Vogue song title, you "Gotta give them something they can feel."
In the seminars we present, we emphasize that the sales of your site doesn't conclude when internet marketing efforts drop off visitors at the front door, it only begins there... While is important to deliver visitors to your site, it is what you say, and how you say it, once they arrive, that determines if a visitor is transformed into a client.
Now, who are you going to trust with your web site?
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