Looking to Make Your Customer Feel Seen and Valued? You Can Do So by Answering the “Why?”
Trust is an elusive quality. To gain a customer’s trust, you have to eliminate anxiety, build a strong rationale that underlies your calls to action, and never take your value proposition at face value. I like the way a recent article describes the phenomenon that “‘Because I said so’ is killing your conversion rates.” The role of the marketer is to be a psychological ally to the customer – a topic I have written about before. Easing customers’ anxiety has always been important – however, now this is especially the case given mounting levels of generalized anxiety in the age of COVID-19.
Help to build trust with your customers by explaining “why” wherever there are any anxiety-producing steps in the customer journey. Channel your most empathetic leadership style to understand how seemingly obvious steps might feel less intuitive to your customer. For instance, if there is a moment in a transaction flow that requires your customer to give you identifying information, such as a phone number or other personal details, explain why. It can be mentally draining to supply personal information via online forms – and if the customer doesn’t know why they’re doing it, you may lose a conversion. Be clear about how users will benefit by providing additional details. And if they won’t – make it optional for them to divulge.
Another area that triggers customer anxiety is in Calls to Action. A customer often has no clear way of knowing what will happen once they click through or enter information into one of your CTA’s. The more instructive and clear your copy, the more likely they are to feel guided rather than forced into a CTA. Be customer-centric and gentle in inviting customer interactions.
If you’re looking for a way to build trust with your online customers, ASTRALCOM can help. We offer comprehensive conversion marketing services. Get in touch today.