A lot happens before your customer makes a purchase. Chances are they look up your business, visit your website, read some content, read some testimonials and check you out on social media. What they’re looking for is a reason to trust you before they make a purchase.
If you want repeat customers and positive brand recognition, showing your customers why they can trust you (before and after they purchase) is imperative to your success.
Here are some ways to use psychology to gain the trust of your audience and turn them into customers that love your brand.
Use Social Proof
Social proof is the theory that if other people are doing it, maybe you should too. People are tired of businesses telling them why they need their product. They want to hear it from their peers, industry leaders, and celebrities (I’m talking to you, Beyoncé).
Put yourself in their shoes. How often do you look up a review for something on Amazon, or a restaurant’s rating on Yelp? My answer: a lot.
The more technology evolves, the more critical social proof becomes. So jump on the bandwagon!
Here are some examples of how to use social proof:
- Add testimonials to your website and emails
- Include ratings and reviews on your product pages
- Showcase “trusted by” logos or client logos on your site
- Include security logos on your checkout page and footer
- Add the number of shares on your social share icons
Be Honest & Transparent
Leading with honesty and transparency is one of the fastest ways to connect with your audience. It humanizes your brand and makes you more relatable. That relatability will earn your audience’s trust and loyalty, eventually turning them into customers and influencers.
Transparency also plays a significant role in customer loyalty. According to a survey by Label Insight, 94% of respondents said they were more likely to be loyal to a brand that offered complete transparency. Transparency can even affect how you price your products/services. The same survey reports that 73% percent of respondents said they would be willing to pay more for a product that offered complete transparency.
It’s a no-brainer. Write with honesty and transparency and earn your audience’s trust and loyalty.
Here’s how to increase your brand transparency:
- Showcase your company culture, team, and topical knowledge
- Be honest about your product and what goes into it
- Communicate with your audience often
- Invest in a support team that your customers can lean on
- If something goes wrong, address it head on and own it
Create High-Quality Visual Content
You have about eight seconds to grab your audience’s attention before they move on. What can grab a person’s attention in eight seconds? Visual content. According to Wyzowl, visual graphics are processed 60,000x faster than text. That’s a lot!
With the rise of the internet and social media, the way people learn and process information is changing. Creating visually appealing and benefit-driven visual content helps capture your audience’s attention and allows them to retain that information more quickly.
If you’re trying to earn your audience’s trust, why not do it in a way that sticks?
Here are some examples of visual content:
- Shareable graphics (e.g. quotes, memes, gifs)
Ensure a Seamless User Experience
Remember how I said you have eight seconds to grab your audience’s attention? That’s where user experience comes in.
User experience (UX) focuses on creating a positive visual experience on your website, while also ensuring that your audience can easily navigate your site and find what they’re looking for.
Good UX is especially important when it comes to mobile design. According to Sparity, 52% of users say that a bad mobile experience makes them less likely to engage with a company. That doesn’t just mean having a responsive website. It means not overwhelming your users with text, and making it engaging (good visual content helps).
Having poor UX can lead to high bounce rates and a negative first impression of your brand. Which eventually affects your bottom line. So put some thought (and budget) into your website’s usability.
Here are ways you can use UX to gain your audience’s trust:
- Optimize your site for all devices
- Make your navigation simple and clear
- Pay attention to color theory and how it affects your brand
- Make your contact information clear and easily accessible
- Avoid too much clutter (i.e. not enough white space, too much text, etc.)
What’s the Point?
Marketing psychology works, why not use it to gain your audience’s trust? After all, trust is hard to gain and easy to lose, so it’s worth the time to focus on it. If you can create a product that delivers and a brand that has the trust of your customers, you can create an environment where customers become advocates for your brand that come back for more.