Third Party Validation

Companies are struggling with trust and user’s anxiety. Third party validation is a great way to put a user’s mind at ease.

Do I know you?

Ever visited a website and thought “My God, who are these people?”. It happens to me several times per day. It’s no biggie, unless they have something I need. That something is usually a book, since I am really into books. At that point I wan to know if these people are trustworthy, after all why should I trust them with my credit card or will they actually send me a book? So I make sure the connection is actually secured and they accept major credit cards or paypal. But that’s not enough.I need to know if this company has a good reputation. Therefore I look for some obvious signs like testimonials and other form of endorsements.

Trust markers

So this is me buying such a simple thing as a book. I shell out maybe $20 and I’m done. So what if I am some big shot executive looking to outsource my IT department? Don’t you think I’ll operate on the same principle? Of course! It doesn’t matter what you sell or who you are. Users want those trust markers. They look for external validation. A book buyer looks for positive feedback from other buyers. A CEO might look for case studies, testimonials and awards that your business might have won. Client lists or logos will give B2B sites greater value, because users instantly feel more secure. “If those people use it, they must know what they are doing.”

It really works

In Tim Ash’s excellent new book “Landing Page Optimization” he gives excellent examples of adding trust markers on websites. One of the highlights of the book is a little segment about optimizing a contact form. Simply adding logos of well known companies resulted in a 40 and 58% increase in conversion. How’s that for a simple fix?