Most of the time, when we think about our landing pages, we’re thinking “what will give me the highest CTR?”. We don’t always think too heavily about pre-selling an offer and how to focus on higher conversion rates once the visitor does in fact click through. In some niches, you do need to pre-sell the product, and you want the visitor to look around your page – and they will. They clicked an ad to YOUR site, they’re not going to think in their head “Okay this is a landing page, I’ll just click through and it will get me to where I want.” That being said, this article is just going to be a short list of a couple tips and tricks you can use in your pages to give them more credibility. The more the visitor trusts you, the more likely they are to whip out their credit card.
Tip #1 : Using a “Last Updated On”
EDIT : For some reason the PHP isn’t displaying properly. So the first and last tags are [ and ], in your code you’re going to want to replace them with < and > and it will work.
With a little PHP magic, we can add a “Last Updated On: 10/23/2007” to the page and have it automatically update every day. The visitor sees this, they know that the information they’re going to read isn’t out of date. Here’s how to do this. Above the html tags at the very very top of your index file, paste the following code :
$yesterday = date('m/d/Y', mktime(0, 0, 0, date("m") , date("d") - 1, date("Y")));
Now, wherever you want to add the code (usually the top right corner of the page, or above the main text, below the main text, etc), add this :
Last Updated On : [?php echo $yesterday ?]
Voila, you now have done your research and you’re updating your landing page daily.
Tip #2 : Quotes From Credible Sources
Another little trick that some people use is by taking the logo from a very credible source, then finding an article somewhere from that source that talks about whatever product you’re trying to sell. Kind of hard to explain, but really easy to understand with a picture :
This example is taken from ringtones.net. That makes it seem like ringtones.net was a source verified by Forbes, Times, Rolling Stone, and the Wall Street Journal (I cut the image off a little). There’s a pretty high chance that your visitor would trust the Wall Street Journal more than a site from an ad they just clicked on, so it builds more trust.
Tip #3 : SSL and Security Certificates
Want your visitors to trust you? Show them that they’re browsing a secure site and are about to enter their credit card safely. Picking up a license for a security certificate can cost a few hundred bucks a year, but for a higher conversion rate, is it worth it? Sure it is. You can make that few hundred back in a few weeks due to a boost in conversions. For an example, here’s what you can find near the footer of halloweenexpress.com :
Well there you have it, three quick tips to increase the trust-value of your website and hopefully help increase conversions.