Wondering what a trust signal might be?
Here’s a hint: it’s one of the single most powerful tools at your disposal for turning “maybe” customers into repeat, totally satisfied customers!
So how does it work?
When was the last time you saw a new business, service or product and right off the bat – without any kind of safety net or guarantee – you made a purchase?
We would hope never!
Even in today’s digital age, your impulses are kept in check by hesitation & common sense. You still need to trust someone before you can buy from them.
And that’s exactly where trust signals come in!
Trust Signal: A Definition
A trust signal is an icon, emblem, statement or policy displayed on your website that makes a prospective customer feel safe.
What do we mean by safe? We mean something that makes your target audience feel like if they buy from you, they will:
- Receive satisfaction guarantee
- Be buying from a reputable business
- No have their money scammed
- Not have their product or service breakdown or become unusable a short while after purchase
- And that any promises you make will be followed through
A trust signal can come in many forms.
Some are nuanced & sentimental; others are seen on every website and taken for granted.
Both are extremely powerful for warming up your customers to a sale.
Did you know? On average, today’s audiences require seeing at least fifteen digital trust points before they will consider buying from you. It’s why remarketing strategies are so popular these days. Businesses expect their customers to see their ads and content multiple times before a purchase is made.
But once the purchase is made the customer has peace of mind – which is priceless.
Here are some of the best and lesser known trust signals you can use for your business today:
Signal #1 – Money Back Guarantee
The original trust signal and still one of the most powerful statements you can make: the money back guarantee.
This signal can take many forms:
- 30-day refund policy
- Refund for any reason
- Satisfaction or money back guarantee
- 2 week trial
- Try before you buy
Almost every modern business offers this type of promotion: it is simply too powerful not to. Plus, these days everyone expects this type of guarantor.
By promising your customers that if they’re not satisfied with your product or service they can refund it, you remove any and all friction from their buy decision.
Plus, almost nobody ever actually follows through with a refund request, unless something went seriously wrong. So you don’t have to worry about losing out on profits!
This is a very powerful promise to make: customers will feel infinitely more safer doing business with you if you have it displayed on your website.
Signal #2 – A Personal Revelation
This trust signal is a little more unknown than the others.
These days no matter what business you’re in, the market is just so saturated. Everybody is doing everything they can to stand out and send as many trust signals as possible.
But so many business owners forget this one fact: by showing your face and the fact that there’s a real person behind your brand, people immediately trust you more.
Human psychology tends to forget that real, everyday people run businesses.
It’s all too easy to assume a business is a faceless corporation, or someone out to get your cash.
But the reality is the vast majority of businesses in Australia are small businesses.
By putting a face to the name – in the about us section of your website – you make your business more approachable.
People are much more likely to buy from someone they can relate to, rather than a business with no person behind it.
Signal #3 – Leave Your Credibility In No Doubt With Reviews
This is the showstopper that your business can use to make any customer feel safe and secure doing business with you: testimonials and reviews.
There is no greater proof than seeing evidence of your previous work with other, similar people before them.
This effect is multiplied when previous customers have nice things to say about you, pushing hesitant customers into buying from you.
Therefore: if you have reviews, display them as prominently as you can on your website and social pages.
If you don’t have them…go out and get them ASAP!
Get An Accountant You Can Trust
Speaking of trust signals: there is no accounting firm more trusted in Australia than The A Firm! Simply reach out to our friendly team today to learn how we can help you save thousands of dollars come tax time.