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!
Browse By Category
Seven insights hiding in Google’s new Christmas shopping research
In December 2017, Google released a set of statistics about the Christmas shopping season. Use these insights in AdWords to make this your best December ever.
Stop Using Google's First Page Estimates to Set Your Bids
Google's First Page Bid Estimates can't be trusted. Adjust your bid strategy based on average position and not using this metric.
Your Guide to Getting Organized for PPC Success
Organization is key to success in the PPC industry. Here is a guide to organizing your space, time, resources, and workload for efficient PPC management.
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
A Reminder About Work-Life Balance
Proper Work-Life Balance Is Something Easily Forgotten. Here Is A Reminder That It's Okay To Have A Life Outside Of Work & Constantly Checking Performance.
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.