Use Trust Symbols & Credibility Elements to Increase Conversions
October 8, 2008
At the recent PPC Summit in Los Angeles, Tim Ash gave a presentation on his methods for increasing landing page conversions. Tim is the President and CEO of www.SiteTuners.com. Site Tuners is a multivariate testing website optimizer that helps advertisers test different elements on their landing pages to increase conversions/leads. Tim has also written a very popular book called, Landing Page Optimization, which highlights the methods you should be testing on your landing page, how often to test, how to avoid common mistakes and much, much more.
During Tim’s presentation he gave case studies of companies he had worked with that made several small changes to their landing pages and saw 20- 40% increase in conversions. One thing that Tim said that stood out in my head was to add trust symbols and credibility elements to your landing pages to decrease the risk that a customer may be feeling while visiting your site.
Trust symbols would include safe site logos and secure checkout logos. Credibility elements should include any awards the company has won, any news articles that company has been featured in, case studies, and company logos that you have or are currently working for. Having these elements on your site will reduce the amount of risk a potential buyer may feel while doing their research and browsing your site.
If you have worked with many large or well known companies in your area or nationally, this will help influence potential customers to contact your business over another company who hasn’t worked with large or well known companies.
Also, Tim highly suggests that you should display your safe site secure checkout logos well before the checkout page. If you only have the logos displayed during checkout, at that point someone is already interested in buying on your site. What Tim recommends to do is to put these trust symbols on your homepage or product pages to help people feel more comfortable about purchasing on your site while they’re still shopping and/or researching. I think this is an excellent point, and I’ve seen many people who only put secure checkout logos on their checkout page.
These are just two elements of your landing page that you should be testing and working with to increase conversions. To learn more great landing page conversion tips you can view the PPCHero landing page blog series or check out Tim Ash’s book on Landing Page Optimization. It’s a good one!
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.
Google Announces Controversial Updates To The Keyword Planner Tool
Google updated the AdWords Community on the state of the Keyword Planner tool and the response from several advertisers was quite dramatic.