“I didn’t poison the water!” Building trust in landing pages

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I didn’t poison the water!

Over the last few months I’ve developed an interest in landing pages. This is both out of necessity and actual interest in the fact. In marketing it is incredibly important so it isn’t the worst thing to be interested in. Through this interest I have been listening and reading up on anything by Oli Gardner (Unbounce) and Rand Fishkin (Moz), both of these guys are experts in the field. In this post I am going to discuss something I learned in these last few months that should have been obvious to myself and everyone but it is a common mistake.

Trust Me, Love Me!

The only goal of a landing page should be for the users to follow through on the call to action. Whether this is to sign up for a newsletter, request a quote, or make a purchase, it doesn’t matter. As marketers we are trying to convince visitors to complete this call to action. In order to do this we need to show the benefit in completing the call to action and build trust with the visitors. With these objectives comes the mistake people often make. Over selling their trustworthiness. Placing multiple seals of security (Norton, MacAfee, ect.) or placing under a sign up tool “We promise we won’t spam you!”. To most and to myself at the time this made perfect sense. Make sure your potential consumer knows you are trustworthy and won’t do anything wrong. Statistically these warnings and ‘guarantees’ actually lower click through rate.

If you’re trustworthy you don’t need to tell people you are…

Looking solely in a business sense the above example makes sense, but what if I change the context. What if you’re at a friend BBQ and they had you a drink and say “Don’t worry I didn’t put anything in it”. Well you weren’t thinking they did until then, and I bet that drink is going in the grass. If you’ve ever been climbing or high above the ground and someone says don’t look down, you instantly look down. The thought to look down probably wouldn’t have occurred to you until that person said it. This same concept carries over to landing pages and websites in general. If you tell visitors they are super secure or that they won’t be getting spam. That user now has the idea of being venerable or getting spam in their head.  The chances of them agreeing to your call to action. Much like the drink at the BBQ, users will not think anything of it until you put the idea in their head that something could be wrong.

How will people know I didn’t poison the water?

If you’ve sold someone on your product and have convinced them to agree to your call to action then they already trust you enough. If your design looks professional and your product looks legitimate then why bother putting a negative idea into the head of visitors? By gaining loyal customers and producing good content you will gain a much stronger customer base than by convincing weary visitors that your product is, in fact, safe.

Thanks for reading,

Sean

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