Psychology of Trust: A digital marketing necessity

About ten years ago I wrote a post about psychology and trust in web design.  In today’s digital age, trust has become an even stronger critical component of successful marketing campaigns. Having lived with the internet for two decades, consumers are increasingly discerning and require more than just a good product or service. They want to feel confident that the company they are dealing with is trustworthy and reliable.

Think about the last time you made a purchase, or thought about making a purchase, online. What were the factors that made you feel that your transaction would be secure? How did you know that the quality would be good, that the product or service would be delivered as described? What about the reviews you read before deciding what to purchase?

With all the fraud and scams in the world, what makes a company’s digital marketing trustworthy? Turns out, there are several key factors beyond just a good-looking website.  Trust is gained from authenticity, transparency, and consistency.

Authenticity is essential in building trust with customers. Consumers can quickly spot a phony, and companies that are not genuine are likely to turn off potential customers. Even when reading reviews, studies have shown that consumers can tell a fake review from the real thing. Authenticity is all about being honest, showing vulnerability, and revealing the human side of a business. It is about being true to who you are, rather than trying to be something you are not.

Transparency is another critical component of building trust. Customers want to know that the company they are dealing with is transparent and open about its operations. This means being upfront about pricing, policies, and any potential issues that could affect customers. A lack of transparency can lead to a loss of trust, and customers may feel that the company has something to hide.

Consistency is also important. Customers want to know that they can rely on a company to deliver the same level of service and quality every time they interact with them. Companies that are inconsistent in their marketing efforts or fail to deliver on their promises are likely to lose the trust of their customers.

Ryan Deiss, CEO and founder of DigitalMarketer, a leading digital marketing agency puts it this way, “Trust is the foundation of any successful marketing campaign. If customers don’t trust you, they won’t buy from you. It’s that simple.”

Deiss emphasized the importance of authenticity in building trust, stating that “Authenticity is all about being real and honest. People can spot a fake a mile away, and they won’t trust you if they don’t feel like you are genuine.”

Deiss also highlighted the importance of transparency, stating that “Transparency is key in building trust. Customers want to know what they are getting into, and they want to feel confident that the company they are dealing with is upfront and honest about their operations.”

So, what does the lack of trust cost businesses each year? According to a survey by Edelman, a global communications firm, 46% of consumers have lost trust in businesses in the past year. This loss of trust can result in lost revenue and a damaged reputation. In fact, a study by Harvard Business Review found that businesses that are perceived as trustworthy can charge a premium of up to 9% for their products and services.

Jenna Hanington, Chief Marketing Officer at Pipedrive, a sales CRM platform. Hanington emphasized the importance of trust in marketing, stating that “Trust is everything in marketing. Without trust, your message falls flat, and your marketing efforts are wasted.”

Hanington also highlighted the cost of a lack of trust, stating that “A lack of trust can cost businesses dearly. It can result in lost revenue, damaged reputations, and even legal issues. Companies that are not trustworthy are simply not sustainable in today’s business environment.”

How can companies build trust with their customers?

One effective strategy is to focus on providing value. Customers want to feel like they are getting something of value in exchange for their business. Companies that can deliver real value to their customers are more likely to build trust and loyalty.

Another effective strategy is to be transparent about the company’s operations. This means being open about pricing, policies, and any potential issues that could affect customers. Companies that are transparent and upfront with their customers are more likely to build trust and confidence.

Finally, companies should focus on building relationships with their

Today’s websites have become the first point of contact between businesses and their potential customers. A website that is well-designed and trustworthy can help businesses establish a solid reputation and build a loyal customer base. However, a website that is poorly designed and lacks trust can have the opposite effect. In this article, we will explore the psychology of trust in web design, the factors that make a website trustworthy, and the cost of a lack of trust in businesses each year.

According to a study by Stanford University, 75% of people judge the credibility of a business based on its website design. This means that a website’s design can either help build trust or destroy it. So, what factors make a website trustworthy?

• Visual appeal. A well-designed website with a visually pleasing layout and high-quality images and videos can help establish a positive first impression. A website that is cluttered, disorganized, or difficult to navigate, on the other hand, can make visitors feel uneasy and skeptical.
• Content quality. Visitors to a website want to see relevant and accurate information that is easy to read and understand. If a website has poor-quality content or contains errors, visitors are likely to lose trust in the business.
• Security. A website that has a valid SSL certificate and clearly displays its security features, such as secure payment options, can help reassure visitors that their information is safe and secure. On the other hand, a website that is not secure or does not have clear security features is likely to deter visitors and harm the business’s reputation.
• Social proof. Reviews, testimonials, and social media engagement can help demonstrate to visitors that the business is legitimate and trustworthy. According to a study by BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.

Jai Rawat, CEO and co-founder of ShopSocially, a social commerce platform. Rawat stated that “Without trust, no one is going to buy anything from you. Trust is the foundation of e-commerce.”

Rawat also highlighted the role of social proof in building trust, stating that “Social proof is really important. People trust other people’s opinions more than they trust the brand. You need to have social proof on your website, like reviews or ratings, to show that other people have used your product or service and had a good experience.”

The cost of a lack of trust in businesses each year is significant. According to a survey by Edelman, a global communications firm, 46% of consumers have lost trust in businesses in the past year. This loss of trust can result in lost revenue and a damaged reputation. In fact, a study by Harvard Business Review found that businesses that are perceived as trustworthy can charge a premium of up to 9% for their products and services.

David Herrmann, CEO of Herrmann Advertising, a full-service marketing and advertising agency. Herrman made the following comment regarding trust, “Trust is critical in any business transaction. When trust is lacking, the cost to the business can be enormous. A lack of trust can lead to lost business, lost revenue, and a damaged reputation.”

Herrmann also highlighted the importance of transparency in building trust, stating that “Transparency is key in building trust. Customers want to know that the business is honest and transparent about its products and services. They want to know what they are buying, how it works, and what the benefits are.”

With all the experts and studies pointing to the importance of trust and the factors that lead to trust, there’s no doubt that taking steps to instill trust in all your marketing efforts will lead to better customer relationships and add to the bottom line.