The Importance of Building Trust: What 2,400 consumers say about trust in the conversion process

Websites are more than digital images and copy. Websites are relationships with people. And if we seek to influence behavior, we need to understand and respect that relationship. All sales begin with customer understanding As with any relationship, it begins with an understanding of who the other party in the relationship is, what they want, and what they get out of the relationship. In this case, that is the customer. So before one pixel is even coded on a website, the goal should be to understand what the customer needs and wants, and then the question becomes — how can this website provide that? Without that understanding, the website has no reason for being. “Organizations that understand how their customers think and feel have a much better chance at meeting their customers’ needs,” Katie Sherwin, User Experience Specialist, Nielsen Norman Group, said. Establishing trust online But building a website that will meet customers’ needs is not enough. They must believe it will meet their needs. They must trust the website. This is a little easier if customers already have a trusting relationship outside of the websites with the brand: “Next to website trust-enhancing elements, the ‘off-line’ vendor image and reputation have been often found to be critical enablers of virtual interactions and transactions by lowering the transaction risk threshold and reducing customer anxiety,” said Efthymios Constantinides, assistant professor, University of Twente. If they don’t already have a relationship with the brand, one of the first things customers are doing is…
Source: Marketing Experiments
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