15 WAYSTO BUILD TRUST ONLINE
@LeeCarnihan
Photo by Graeme Maclean https://www.flickr.com/photos/gee01/871781364/
IT’S THAT SIMPLE in concept but it’s not so
easy to achieve in reality. Trust means different
things to different people of course and there’s
no one-size-fits-all solution. But! There is a list
of 15 things common to us all.
Prior Experience Counts
1. Do I recognise your brand and have a good
association with it? Do my friends, family and peers?
2. Have I bought from you before and what was that
experience like? Has anyone else I know?
Understanding your Offer
3. How quickly and easily can I find and understand your offer and compare
it to similar offers, either from you or your competitors?
4. Will I gain any public / private kudos from buying from you in particular?
5. Will your offer actually solve my problem and pain? How quickly and
easily will it do that?
6. How much are you asking me to risk in time, effort, money and status?
7. Are you offering any incentives to lessen the risk or sweeten the deal?
Understanding your Offer Continued...
8. How quickly and easily can I get a question answered about the offer?
9. Will I be locked into any kind of contract or subscription? Will I have to
remember to cancel it?
10. How quickly and easily can I get the goods, or return them and get a
refund, repair, exchange or replacement?
11. How quickly and easily can I find out who you are and where you’re
from? Will you abide by the social customs and laws of my culture and
country?
The Actual Buying
12. How secure, quick and easy is it for me to pay? Do I have to create an
account or can I buy as a guest? How quickly and easily can I do that?
Will I get confirmation you received my money?
13. What are you going to do with my data? Are you going to sell it to
mysterious “third parties”? Are you going to bug me with lots of
marketing messages after I pay?
14. Am I going to have to log in to “manage my communication
preferences” or can I just unsubscribe with one click?
15. Who do I contact with questions and how quickly will I get an answer?
I’m Lee. I love digital. What do you love?
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THE PRINCIPLES OF GREAT DESIGN
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