ALL >> Business >> View Article
The Trust Return On Investment, Part 2
In our previous article, we looked at the extremely interesting study by Nielsen who measured Consumer Trust in Advertising Channels. Essentially, they looked at the various ways that a business delivers its message to prospects, and determined the degree to which that prospect trusted that message. In other words, they measured the return in terms of trust.
Another interesting aspect of the survey was the contrast between people I know (which the report explains as people viewed by the respondent as a peer) and Consumer opinions posted online.
Trust for People I know, that is someone who is similar and recognized to have similar needs is 91% while for Opinions, trust drops to 70%.
This data demonstrates that we need to align testimonials to the prospect. For example, if someone comes to your web site, the more the testimonial is from someone similar, facing similar challenges, the more effective it will be.
When thinking about this from a web context, the challenge is to sort out what you ...
... know about a visitor and then align the testimonial to the characteristics of that visitor:
Business to Consumer
Business to Business
Example factors for alignment:
Geographical location
Demographic (age, income)
Pain / Benefit being sought
Example factors for alignment:
Geographical location
Industry/Vertical
Size
Pain / Benefit being sought
The challenge with these factors is that some you do know when a new prospect arrives on your web site (like location as determined by simple geo-location tools) and many you don't. There are two ways of dealing with the ones you don't know:
Self-Selection. For those factors you don't know, provide the ability of the prospect to navigate to content that best aligns with them. For example, you may have specific web content for a particular company industry (e.x. banking, government, etc...) or benefit (reduce costs, increase revenue, etc...). Then testimonials specific to that alignment can be shown with that content.
Database Marketing. As you market to prospects, you can use information you already know about prospects to align content with them. For example, if you are sending out a marketing email, include links back to your site with personalized information (most marketing email services can do this). So if the prospect is in a small company, then that information can be included in the link back to your site and the testimonials from like small companies can be shown when that prospect arrives.
By categorizing your testimonials and then using these strategies for aligning them with prospects, you'll be able to move your trust return to that 90% level. And that will translate into more sales.
Add Comment
Business Articles
1. Unveiling The Material Characteristics Of Plastic PartsAuthor: adam.xu
2. Top 5 Beach View Resorts In Chennai For A Memorable Getaway
Author: greenmeadows resort
3. Relationship Counselling Den Haag Brings The Best Chance To Understand Each Other’s Needs!
Author: Angelika Matthias
4. Web Development Company: Guide For Hiring The Best
Author: Sagar Tech
5. Make A Business Website To Get Started Online
Author: Sagar Tech
6. Elevate Your Software Quality With Agile Advisors: Premier Software Testing Consultancy In Dubai, Uae
Author: kohan
7. Affordable Polyester Pleated Mesh From Top Manufacturers
Author: pavitra
8. Empowering Sustainable Development: Agile Advisors As Your Trusted Leed Certification Consultant In Dubai And Uae
Author: kohan
9. Buy Cats Eye Gemstone Online In Ahmedabad
Author: rishabhjains
10. Why Data Destruction And Sanitisation Are Important
Author: Destruction and Sanitisation
11. Stock Market Update: शेयर बाजार में लगातार चौथे हफ्ते बढ़त: क्या तेजी बरकरार रहेगी? जाने इस हफ्ते किन महत्वपूर्ण पहलुओं पर ध्यान देना चाहिए
Author: M Ratlami
12. Perfect Happy New Year Gift For Your Girlfriend Thoughtful Ideas For 2024
Author: MyFlowerTree
13. China Valmax Valve Co., Ltd
Author: China Valmax Valve Co., Ltd.
14. Mastering Clipping Path In Photoshop: A Guide To Precision Editing
Author: Sam
15. Expert Emergency And Cosmetic Dental Care Services For Families And Individuals In St. Louis
Author: Jessica Williams