How to create trustworthy landing pages to increase conversion rate
If your landing page doesn’t look credible to visitors, there’s an actual cortisol spike (the hormone that triggers the fight or flight response when it senses danger) in their brain and they exit the page. To avoid that and increase your chances for conversion, follow these recommendations.
1. Ensure message match
Message match refers to the process of matching an ad’s primary message with that of the post-ad click page. Doing this provides reassurance to the visitor and they know they’ve landed at the right place.
When we talk about message match we’re not only referring to the headline, but the imagery and primary branding colors as well (in the case of display ads). When a prospects clicks your ad they have certain expectations in their mind about what happens next. If the post-click landing page successfully fulfills those expectations, trust is established and any anxiety in their mind disappears. You likely see an increase in conversion rate as a result.
Message match should be established between:
- PPC ad and post-click landing page
- Social media ad and post-click landing page
- Email and post-click landing page
Pinpointe establishes message match between their display ad and the landing page:
- Both the ad and landing page headline talk about email marketing.
- The branding colors are the same pre and post click.
- “Schedule live demo” is offered on the ad and delivered on the landing page.
Optimove’s Facebook ad does something similar matching their assets:
- The ad and landing page headline both reference how to build your customer model.
- The imagery is designed in the same style throughout.
- The landing page offer matches the ad.
The Invoca email and landing page also establishes message match. The email talks about the Invoca summit and the reasons to attend by offering a $100 discount with immediate registration. A click on the email CTA button takes visitors to the Invoca summit registration landing page:
When your ad and landing page have message match, user expectations are satisfied and trust is instilled to increase your landing page conversion rate.
2. Customer testimonials
Featuring customer testimonials on your landing page adds credibility because they establish third-party social proof.
The concept of social proof dictates that people rely on the feedback and actions of others to determine their next course of action. For landing pages, this means showing prospects how your product/service has benefited others in a variety of ways.
Customer testimonials help you do just that.
When adding customer testimonials, make sure the examples detail how your product/service solved their problem. Including their headshot and job title is also recommended because it adds more credibility to the page.
To demonstrate, the productboard landing page features multiple testimonials (with headshots and title) that showcase how the service helped customers:
3. Customer logos
There is a good reason many web pages and landing pages display company logos -- the logos act as bragging rights for the host company. Similar to testimonials, adding customer logos provides additional proof that your service is legitimate and trustworthy. By seeing name-brand logos, prospects can’t help but think, “if those companies are customers, then the product or service can help my business, too.”
Notice how Pinpointe lists many notable companies that “love” their service such as Philips, Nikon, and Royal Caribbean:
4. Security badges
Requesting prospects enter their name and email address is one thing, but asking for credit card information is a much bigger ask. To make people feel comfortable entering financial details, you’ll want to provide certain security measures to keep their information safe. This is especially true on ecommerce pages where purchases take place.
Security badges or trust seals like Norton, MacAfee, VeriSign, and PayPal all ensure a visitor that it is safe to make a transaction on the page. An Actual Insights study found that trust logos or security badges increased the perceived trustworthiness of a brand in 75% of respondents. Furthermore, 61% of participants chose not to complete a transaction because trust logos were absent.
The Salesforce landing page features two security badges under the lead capture form:
Trustworthy landing pages help you increase conversion rates
With just seconds to capture a prospect’s attention, you must optimize your landing page and make them feel comfortable converting. Adding some elements to establish trust can do just that and help increase your conversion rate -- for mobile conversions, too. Your prospects will appreciate it and your bottom line will thank you.
Tyson Quick is the Founder and CEO of Instapage, the leader in post-click optimization. He founded Instapage in 2012 after seeing how performance and growth marketers were losing money in underperforming advertising campaigns. Since then his vision has been to create a suite of post-click optimization products that maximize returns through advertising personalization.