Every business wants to increase its conversion rate and boost sales. They continually adapt to the latest trends and strategies. In 2011, Expedia increased its profits by $12 million by making one change in its checkout process. Similarly, going to cut one word and adding two new words in its CTA, which resulted in a 104% month-over-month increase in their homepage conversion rate.
Conversion rate can make or break a business. A higher conversion rate boosts ROI and fosters customer loyalty. However, the challenge for businesses is to identify the reason behind low conversion.
Building trust is very important for enhancing the conversion rate. 81% of customers consider brand trust as a deciding factor for making a purchasing decision. In this article, we’ll understand why earning audiences’ trust is important and what are key components of conversion rate are. Also, what are the strategies for building trust and improving conversion rate?
Why is it Important to Earn Audience Trust
The truth is important for building a strong relationship with customers, irrespective of the size of your company. It is also one of the important factors for building customer loyalty. It is because trust is an important human need.
If we trust someone, we feel secure and listen to what they are saying. In business, it translates to customers buying from you more frequently because they know they can trust you and you will deliver to them what you have promised. If customers trust you, they will make more purchases from you even if other options are available. According to a report, 46% of customers say they would buy more from brands that they trust.
Whereas a lack of trust can destroy your business. If customers see you as a random brand, then they will not purchase from you. According to Adobe, 71% of customers will stop buying from a brand if the trust is broken. If you want loyal customers, you must create engaging content to earn their trust.
Types Of Content To Build Trust
Content marketing is a smart way of attracting and retaining customers by delivering value through content. It helps businesses build trust and credibility. Here are some of the content types that can help you in building trust and credibility.
- Educational Content: It is the most common form of content. This content aims to educate or inform your target audience on specific topics related to your niche. Educational content can come in various forms, such as blog posts, ebooks, videos, etc. It is designed to build trust and credibility. Some of the common types of educational content are “how-to” content. It informs users how your product will provide value or a solution to them.
- Expert Content: It is the most effective content to build customers’ trust. Expert content can be in any form, such as blog posts, e-books, reports, etc. This content leads to a better conversion rate and brand awareness. Expert content establishes you as an authority or thought leader in the market. Expert content provides valuable content to your audience so that they learn something new.
- Curated Content: Curated content is any information collected from other sources and repurposed for customers. The goal is to make the content easy so that customers can easily find valuable content. You can collect data from other websites, archives, social media, etc. Curated content can be lists, excerpts, a slideshow of valuable articles, etc. It can be made in other forms as well, such as images, videos, etc. You can use curated content to initiate a conversation with your readers on a relevant topic. Also, you never run out of content to publish. It helps in building meaningful content and reducing the cost of original content creation.
- Promotional Content: Promotional content helps in building awareness about your business. It informs your customers about your products and services at the same time, and it can be used to sell your products. Promotional content includes reviews and testimonials, social media posts, newsletters, etc.
- Conversational Content: Conversational content is one where your users engage with your content. You must keep this conversation simple and natural. Use simple tone, language, and style as if you are talking to them in person. The goal of such content is to build trust and engage with your audience. This content works because it resonates with them. It encourages readers to interact with your brand. Conversational content can be in various forms, such as videos, podcasts, live-streaming, etc.
Strategies for Improving Conversion Rate
Here are some of the strategies used for improving conversion rates.
- Enhance Speed: According to a report, conversion rate improves by 17% for every second a website loads faster. Slow-loading pages irritate users and lead to a high bounce rate. Use tools like Google PageSpeed Insights to manage and monitor the current load speed and identify areas of improvement. Some of the ways to enhance load time are to reduce the image file size, enable caching, and reduce redirects etc.
- Optimize Mobile Experience: A Smooth mobile experience can enhance conversion rate as many users navigate your website through mobile devices. Mobile makes up 62.45% of global mobile internet traffic. Your website should be responsive and fit all screen sizes. Focus on creating a thumb-friendly design, place key elements with easy easy reach of users. Use large and easy-to-tap buttons and maintain adequate spacing between clickable elements.
- Call-to-Action: Your call-to-action (CTA) buttons are very important for driving conversion. They should be noticeable and impactful. To make your CTA click-worthy, you must use contrasting and brand colors to create the CTA, so that it pops out from the background. Make sure the button is large enough to click on the mobile screen. Use action-oriented buttons and minimize all distractions. Place the CTA above the fold or in any other important location. You can conduct A/B testing to test various CTAs. According to a report, CTA rounded buttons receive 17% to 55% more clicks than buttons with sharp angles
- Personalize: According to Hyken, 81% of customers prefer companies that offer a personalized experience. Personalization boosts conversion rate by making it more relevant for each customer. Use data such as customer browsing history, geography, past purchases, etc, to provide a personalised experience. You can provide a personalized experience by displaying product recommendations based on purchasing history, showing location-specific content, customizing content for returning customers, using dynamic pricing, designing messages based on referral source, etc. This helps in building trust in customers and boosts the conversion rate.
- Customer Service: Enhance your customer service so that you can provide a quick solution and response to your customers. Getting a quick response is important for removing obstacles and moving the purchase journey along. Establish a robust help center to answer FAQs. Provide clear contact information and develop a live chat option for real-time assistance. Use AI-powered chatbots for 24/7 support. You must contact users before they lead to abandonment.
- Social Proof: Social proof helps in building customer trust. According to a report, approximately 90% of customers trust word-of-mouth recommendations. Also, 80% of customers read five or more reviews before making a purchasing decision. 49% of customers make daily, weekly, or monthly purchases thanks to the influencers. Social proof can come from various sources such as customer reviews, media outlets, industry experts, etc. You can incorporate social proof into your content as customer reviews, can showcase them on product pages. Use user-generated content where users are using your product. Showcase certificates, awards, etc that you have achieved. Also, highlight media mentions or positive coverage from reputable publications. One of the most commonly used ways is to share how many people your company has helped, like “10,000+ happy customers”.
Content marketing is a great way to spread information and value to your customers. It informs customers about your brand and its products. Also helps in building trust and credibility, which boosts the conversion rate. However, trust builds over time and with regular interaction and transparency. Lumia 360 provides digital solutions to small and medium enterprises. We create engaging content for our clients based on their business goals and target audience, that have boosted their conversion rate. To know more about our services, email us at info@lumia360.com or call us at 514-668-5599.
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