How to build trust on your product landing page

Are you interested in building trust on your product landing page? If so, keep reading!

Trust is one of the rarest commodities in the digital shopping space. There are more online stores now than ever before, which can make it really hard for people to know who they can trust.

I believe a lack of customer trust is why only 22% of marketers claim they are happy with their conversion rate. If people don't trust your business, they aren't going to give you their personal information or make a purchase.

There are plenty of ways to build trust with your audience, but today, I want to focus on product landing pages. Visitors will find themselves on your product landing pages when they want to know a little more about what you're selling. Similarly, many of these users are return visitors and have decided they would like to buy your product or service.

Ensuring that users know you're a reputable, respectable brand is essential to driving sales and engagement. Now, let's explore a few tips for building trust on this crucial part of your website.

Keep Things Consistent

Inconsistent branding is one of the quickest ways to confuse your audience and make them feel like they can't trust your brand. Luckily, this is also one of the easiest problems to fix.

When designing your website, use a consistent brand voice and images throughout your content. If people notice that you have a bunch of different logos across the same site, they may become suspicious and decide not to engage with your business.

In terms of your brand voice, I recommend establishing guidelines for your content team. Everyone has a unique writing style, but if the overall style is aligned, people will have an easier time trusting your business.

Address Goals and Pain Points

If you want people to buy your product, you must establish a clear value proposition. For a value proposition to be successful, it needs to target your audience's goals and pain points.

But here's the thing; every business has multiple subsets of customers. Each group, or user segment, has unique needs, interests, and roadblocks that you should address on your landing page.

For example, an online pet supply store would need to think about landing pages for cat owners, dog owners, and everything in between.

Each landing page should have a specific target audience in mind. Carefully consider your audience segments and create landing pages that align with their goals. Producing relevant content will help you build rapport with first-time visitors, which eventually translates to trust.

Include Plenty of Visuals

Visual content, like images and videos, is a great way to keep users engaged while showing that you're trustworthy. I suggest creating custom images by taking photos or hiring a designer. People are less trusting when they see a wall of generic stock photos on a landing page.

However, if you include highly-detailed photos of the product or service you're promoting, there's a good chance users will lean in to learn more about what you're offering.

Videos are even better for engagement than static images. We found that landing pages with videos, like product demonstrations, see 80% more conversions. I don't think it is a coincidence that 81% of marketers report seeing more sales after investing in video content.

I recommend referencing your audience segments when designing visual content so you can continuously meet their needs throughout the sales process.

Keep Your Forms Simple

One mistake I see many businesses make that is losing viewer trust is overcomplicating forms. Most product landing pages have email signup forms or checkout forms. If you ask users to answer too many questions at this phase, many will leave without taking action.

Ideally, the first form a user fills out to engage with your brand should have three fields or less. Research shows when a form has three fields; it has a completion rate of 25%. Meanwhile, forms with more than three forms see significantly fewer conversions.

I've found including 2 mandatory questions and one optional question on most forms to be the best strategy. We ask users to share their name and email address and use an optional question so we can place them in the correct audience segment.

Highlight Customer Reviews

Did you know 90% of online shoppers seek out user reviews before shopping with a new business? It's not hard to see how not having on-page reviews could erode trust with your audience.

Here's a quick question: Would you buy an annual software license for a product you don't know much about? I'm sure you, and virtually everyone else, would say no. People want to make sure they are investing time and money into a worthwhile product, especially if it's a high-ticket item.

You can dramatically improve conversions on your product pages by highlighting reviews from real customers.

If you need reviews:

1. Reach out to existing customers on social media and through email.

2. Ask them to share their thoughts and mention that they may get featured on your website.

3. Look through the responses and find reviews that accurately represent your brand and audience's needs.

Are you wondering how adding a few reviews can impact engagement? Consider this; on average, marketers who add testimonials and reviews to product landing pages see 34% more conversions!

Show Trust Seals

Trust seals, also known as trust badges, are another powerful way to -- you guessed it -- build trust with readers. Simply put, trust seals are visual elements that include third-party certifications, partner badges, and security seals.

These small but impact seals of approval tell visitors that you're respected and trusted by well-known companies. You've likely seen them for yourself the last time you bought something online. Perhaps you noticed a "Verified by PayPal" badge, a seal of approval from the Better Business Bureau, or something a little more subtle like "WPBeginner Verified," regardless, the purpose is to instill trust.

You'll need to research the type of seal you want to add to your landing page. For instance, PayPal, McAfee, and the Better Business Bureau have certification applications that company leaders need to fill out before they can get a trust badge.

Once you get a few badges, add them to your landing page. We found that including them toward the bottom of your forms can dramatically improve conversions. In fact, during one of our experiments, we found that adding a single badge improved clicks by 42%!

Make Communicating Easy

Finally, if you want visitors to trust your website, make sure it's extremely easy for people to reach out if they have questions or concerns. On our landing pages, we always include a link to our live chat team so visitors can get in touch immediately if they're genuinely interested in our software.

We decided to focus on live chat because it's the preferred communication method. An impressive 63% of people claim they are more likely to return to a website if there's an option to contact a live support agent.

Feel free to include communication options that match up with the needs of your audience and how you stay in touch. For example, you could add a click-to-call option, a link to your social media account, or ask users to email you.

Visitors are far more likely to make it to your checkout page if you earn their trust by answering questions answered along the way.

Final Thoughts

Trust is one of the most important things you can build with website visitors. Even if most people aren't ready to buy the first time they find your site, they'll remember you when it is time for them to place an order. I recommend following the advice outlined today to show visitors they can trust your brand. Once you deliver on your promises, people will see that you are trustworthy, which means you will likely have happy customers for years to come.