Trust, Safety and Credibility (Part 2) Landing Page Design Best Practices
how do you design fans and welcome back to Part two of trust credibility and safety. We're gonna continue off just right where we left off talking about social identity and customer reviews back to our slides, the decisions and tastes of your friends have an enormous impact on your own consumer behaviors, whether that be e commerce or even submitting a form, trying a certain band, driving a certain car, tasting a certain food, right. The people who use socially identify with the tribes that you associate with their actions, their likes, their tastes. Their recommendations have a really, really powerful effect. So things like testimonials, case studies, user feedback. These things are all crucial. Absolutely crucial. But there are two main things that you need to remember when making these things as effective as possible. The many right, This is all from robert killed any picture of him on the right hand side. And I'm gonna tell you an interesting story. And this is brought down quoted ...
by Tim Ash and his book landing page optimization, which is where I found, which is kind of where I got into robert Sheldon and we're gonna talk about more of his persuasion tactics coming up. So this concept of the many objective large numbers indicate leadership in a certain space and a certain niche. So if you could show numbers like we showed a couple of those previous screen shots in the last lecture, 15,000 customers and counting a factual large numbers is the concept of the many. Very powerful, Even more powerful than the many is the comparable. The more you identify with another person, the more likely you're gonna be influenced by their actions. So if if I'm if I'm a Giants fan and I see lots of giants fans using a certain tool or buying a certain thing and I identify with that tribe of giants fans then I'm much more likely to follow their actions if I'm a small business owner struggling to understand my profit and loss sheets and I see a testimonial on the product that is also from another small business owner that's struggling with the same thing. I'm much more likely to be influenced by the testimonial. That's the concept of the comparable the key to having affected testimonials is being able to show testimonials. That will help the people reading those testimonials identify with the type of person and the scenario the person and the struggle. If your testimonials match up with the person in the struggle you'll you'll have a very very good chance of seeing an increase in conversion rate from those testimonials. If you could accomplish both things. If you could convey numbers and social identity together you win with social proof. Social proof is the totality of being able to show people that you're a leader but also that you cater to the same types of people that you identify with, that your visitors identify with robert. Ghiraldini, author of Persuasion and influence both really cool books did a fantastic study to prove this concept of the many and the comparable And to see what kind of effect that would have in a social setting? They changed the messaging in a hotel bathroom that was asking their guests whether or not they wanted to recycle the towel or to get new towels, meaning they could hold onto the towel. They used use it again one more day or just have housekeeping, bring them a new towel. Everything was the same. The request was exactly the same. But they changed the messaging. Right after that request was made to the guest, The control group was asked, do you want to recycle the towel? Do you want a new towel? Do it for the environment and cooperate with us? Right. 38% of respondents decided to recycle the towel In the next messaging variable one was cooperate with the hotel and join us in this program Where they actually still have a decrease in acceptance. 36% of people uh decided to recycle their towel because in that case they were People perceived it as something that the hotel wanted, not something that would benefit them or you know any sort of social identity. In the second variable the messaging red. Would you like to recycle your towel or would you like a fresh towel? And it said that the majority of guests choose to recycle their towel. So that used the concept of the many right? Most people decided to Reuse their towels and they saw 46% compliance. They then change the message one more time to include the concept of the comparable. And the messaging was would you like a fresh towel or would you like to reuse your towel? The majority of guests in this room chose to reuse their towels. So they had the majority which is the many and in this room which was the comparable that identity. Oh the other people who stayed in this room just like me staying in this room and they saw a stunning 54% compliance rate. So we see from that study that that this concept of the comparable and the many when it comes to social proof and social identity really really makes a huge impact. Here's a screenshot of a company called MAs. They offer S. C. O. Tools. So you have a testimonial right? Which is common enough but then you have the company, the person's name, a re looking image and their title. The purpose of the title of the person is to hope to create some sort of comparable identity. So she's an S. C. O. Manager. Other S. C. O. Managers reading this will immediately feel a greater sense of affinity towards the product more so if they did not include her title. Because that allows for there to be some sort of social identity. So when you're creating testimonials. Try to create titles. Try to word or encourage testimonials to be written in a way that describes the specific scenario that person has experienced the particulars of her own position. Again, screenshot from intercom. See why more than 13,000 businesses choose intercom. For personal customer communication. You have 13,000, which is the main point of this headline, the many. But even the way it's worded businesses could create a sense of social identity. They could have just said, we've sold this product 13,000 times. But the fact that they said, see by more than 13,000 businesses and if I'm a business, I might feel a certain sense of social identity, Even if I know I'm a business, just reading the words will make a difference. You have a quote, you have a testimonial, you have results and then you have a case study how bear metrics using to come to increase annual building by 30%. So if I'm in annual building, if that's my space, that's a sense of comparability. So it doesn't have to be a deep tribal identity, like something which I hold dear to my heart, like maybe believe religious beliefs or even sports teams that might identify with or some sort of, you know, struggle that I'm experiencing life just even even less, even more trivial aspects of my identity. If if that if I could attach and I could see that in testimonial and in feedback in the case studies this is the same type of experience that I'm looking for that I'm in or this person experience the same sort of struggle or he has the same needs as I have because of his job title or the or the type of business they're in and they found this product useful that's very powerful when it comes to comparability social proof. So as you can see there are a lot of different moving parts when it comes to safety, trust credibility social proof. Remember the concept of the many of the comparable. How important that is an increasing trust. Remember that users are coming with an innate set of anxieties about transacting with you. They're anxious about giving their email and their phone number and their name and their location and their address, their anxious about putting in their credit card information whatever you can do to decrease those anxieties with those safe shopping symbols, guarantees shipping and return policies, client logos media mentions those are things that have been shown in study after study after study to increase conversion rate, decrease anxiety, increased trust and ultimately create a much stronger sense of affinity with your brand, with your company and a higher level of commitment with the product and services you offer. So that's it for this topic. You have a lot of practical techniques that you could implement into your pages right away. I'm excited to see how you do it. I definitely hope that I've inspired you to go into your homepage go into your landing pages, take these techniques and and implement these concepts. The trust and safety logos, the media mentions whatever it is that you can do to decrease that innate automatic sense of anxiety, increase a sense of trust and credibility and ultimately make your page is a place that your users will feel safer and more comfortable interacting with. And as a result, you'll see an increase in conversion rate and interactivity on your sites. And with that, I will see you guys very soon in the very next lecture.