User experience in digital marketing is the equivalent of Massimo Bottura's cooking process. The most essential thing for every web-marketer today is to drive maximum conversion through digital experience. But if this is done without digital trust in mind, people will sniff out fake brands a mile away.
Ten years ago, including happy people smiling in a banner ad was all it took to get someone to sign-up for free weekend getaway. These days online customers look for authenticity signs throughout their digital journey. Think about it; when was the last time you purchased anything from a brand for the first time, ignoring reviews, data security, reputation, etc.?
Digital trust can't be undermined. There are many ways to become more trustworthy. The first step is understanding what your customers like to see here and there, so you can aim to be authentic. I've tested different techniques over the years, including being explicit about who exactly the product is intended for, mixing good and bad reviews instead of just 5-star ones, and showing transparent trust seals.
It doesn't take much effort for a landing page to show authentic signs of trust. Digital trust is built by dropping little hints all through the customer journey, and it is what greases the pan of business online today. It can be the answer to conversion improvement — applying for a car loan, getting a free quote for a home security system, or purchasing a product.
Without a doubt digital trust is a critical part of online conversion. The risk of not testing improvements is very high. Most websites have huge room for improvement. And you have to find a way to reinforce your call to action using trust.
Digital Marketing Technologist & User Experience Advocate.