Accelerating Purchase Consideration through Trust Identifiers
Food for thought: The Role of Trust Identifiers in the Purchase Consideration Funnel
Technology makes the delivery of marketing messages easier, but fundamentally, trust still plays a pivotal role in driving online conversion.Indeed, strategic use of trust identifiers can substantially accelerate purchase consideration. I am not simply writing about the display of privacy icons such as Hacker Safe or Truste, the lift generated from these icons is well documented.
I am more concerned with the use of the keywords associated with trust as its own Brand in the minds of the online consumer. Gaining consumer trust matters. It’s not always about the flashy banner or the clever advertising. These things often generate response.It boils down to credibility and which message among many do I trust? I typically spend money with brands I believe in and that trust can be used as a powerful tool for influencing customer behavior on your site.
Profiting from the Health Conscious with Fear
Admittedly, as I get older I have become more health conscious. I am far more receptive to that kind of messaging than I would have been just 5 years earlier. How many times have you seen that Vytorin commercial? I swear I haven't touched one single item mentioned on that commercial since--- sure, the makers of Vytorin have clearly raised awareness around the impact of cholerestol on your body. There are two types, right?
But, I am reminded of two advertising tactics clearly being used here; fear and awareness. Both drive me to change my eating habits and may even alter my spending preferences.I am not fond of grocery shopping, but in lieu of Vytorin, it has taken on a whole new meaning. I am far more discerning, watching every calorie and fat intake.
Eating healthy is expensive, but with so many products to choose from, how do I speed up the consideration process?Well... I've trained myself..or I've been trained, depending on your standpoint. I look for trust identifiers that tell me when a product is worth further consideration.
Think about it for a minute. Words like low fat, low carb, low sodium, no sugar and heart healthy take on meaning that the health conscious easily recognize. Without these identifiers, I might be forced to look at every single product on the shelf.
In an odd twist of marketing, trust identifiers make product selection a relatively painless process. Why should that be any different online?Look at your competitors' sites. What trust identifiers do they use in order to trigger a response?Wouldn't this same tactic work well online? Of course, it does. Experiment. Try adding trust identifiers to your creative. You could easily dust off those old gif or flash files that are routinely designed. Compare them against designs that do not include these attributes. Do your clickthrough rates improve? Remain the same? Vary by product? Vary by tactic? Do conversion rates increase with your acquisition programs or just those specific in raising awareness?
Web Analytics is change management. Don't just use use web analytics to review reports. Use Web Analytics to measure your ability to influence change.
That's smart marketing.
Technology makes the delivery of marketing messages easier, but fundamentally, trust still plays a pivotal role in driving online conversion.Indeed, strategic use of trust identifiers can substantially accelerate purchase consideration. I am not simply writing about the display of privacy icons such as Hacker Safe or Truste, the lift generated from these icons is well documented.
I am more concerned with the use of the keywords associated with trust as its own Brand in the minds of the online consumer. Gaining consumer trust matters. It’s not always about the flashy banner or the clever advertising. These things often generate response.It boils down to credibility and which message among many do I trust? I typically spend money with brands I believe in and that trust can be used as a powerful tool for influencing customer behavior on your site.
Profiting from the Health Conscious with Fear
Admittedly, as I get older I have become more health conscious. I am far more receptive to that kind of messaging than I would have been just 5 years earlier. How many times have you seen that Vytorin commercial? I swear I haven't touched one single item mentioned on that commercial since--- sure, the makers of Vytorin have clearly raised awareness around the impact of cholerestol on your body. There are two types, right?
But, I am reminded of two advertising tactics clearly being used here; fear and awareness. Both drive me to change my eating habits and may even alter my spending preferences.I am not fond of grocery shopping, but in lieu of Vytorin, it has taken on a whole new meaning. I am far more discerning, watching every calorie and fat intake.
Eating healthy is expensive, but with so many products to choose from, how do I speed up the consideration process?Well... I've trained myself..or I've been trained, depending on your standpoint. I look for trust identifiers that tell me when a product is worth further consideration.
Think about it for a minute. Words like low fat, low carb, low sodium, no sugar and heart healthy take on meaning that the health conscious easily recognize. Without these identifiers, I might be forced to look at every single product on the shelf.
In an odd twist of marketing, trust identifiers make product selection a relatively painless process. Why should that be any different online?Look at your competitors' sites. What trust identifiers do they use in order to trigger a response?Wouldn't this same tactic work well online? Of course, it does. Experiment. Try adding trust identifiers to your creative. You could easily dust off those old gif or flash files that are routinely designed. Compare them against designs that do not include these attributes. Do your clickthrough rates improve? Remain the same? Vary by product? Vary by tactic? Do conversion rates increase with your acquisition programs or just those specific in raising awareness?
Web Analytics is change management. Don't just use use web analytics to review reports. Use Web Analytics to measure your ability to influence change.
That's smart marketing.
Labels: optimization
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