How to increase conversions by reducing your visitors perceived risk
Dec.19.2009 
One of marketing’s most important functions is to reduce the level of perceived risk a potential customer may have about your service or product. Weighing up ‘risk’ is a big part of the consumer’s decision making process, sometimes it can happen in an instant (e.g. low cost or regularly purchased items such as baked beans) or sometimes it can take months or years (e.g. one off high value items such as buying a house), and everything else in between.
There are 6 different types of risk:
- Physical risk (Will it physically hurt them or anyone else?)
- Functional risk (Will it work how they want it to?)
- Social risk (Is it socially acceptable within their circle?)
- Psychological risk (How does the product fit in with their perception of themselves?)
- Financial risk (Can they afford it?)
- Time risk (Is the time it takes to buy the product worth the effort?)
Your aim should be to use your website to provide visitors with the information they need to overcome their perceived risk.
Contact us, find us & about us pages
No one likes to spend money with a faceless company with no clear way of getting in touch if there are any problems. Easy to find ‘contact us’ and if you have offices, ‘find us’ pages show people there is someone on the other side. Equally ‘about us’ pages help to put you and your website in to context along with adding a personal touch, especially if you use photos of yourself.
Money back guarantee
The inability to see a product or touch it is one of the major hurdles people have to get over when purchasing online and a product can look very different in the real world to the image on the website. You can help reduce the financial risk by allowing them to return it and get their money back. This also goes for services.
Demo of product
In a similar vein to the point above, screen shots are not always enough for some visitors. Being able to ‘test drive’ the service before they commit to a purchase is a major plus for many visitors and will increase your conversion rate.
3rd party endorsements
Having your product endorsed by a business or personality well regarded in your field will reduce psychological and social risk by creating a sense of trust through your association with them. This can be as simple as listing your blue chip suppliers (e.g. Microsoft) all the way up to getting a celebrity on board (e.g. a football apparel website hiring a footballer)
Testimonials, case studies & customer comments
Being able to see there are existing (happy) customers is important to potential customers because they don’t want to feel they are alone. You can help to Increase the credibility of any comments and/ or testimonials with the person’s names, links to follow and putting the date of their comment to show how fresh they are.
Heritage
The knowledge you are dealing with an established and stable brand is important to customers because they associate that with being trustworthy. Few website owners can claim “Since 1908” but because the internet is so new and sites come and go so quickly, a web site as recent as “since 2004” can feel like an old horse!
SEO – National Vs Local
Due to the exponential growth of the web, the process of gaining and maintaining high search engine listings – known as Search Engine Optimisation or SEO – is becoming incredibly challenging for everyone but for the smaller local business, SEO is turning into a one-sided war. Quite simply, there’s just not enough room on the first page of the search engine results pages for everyone and inevitably, the first to be frozen out are the small guys.
For small businesses, facing their industry’s big names in the search engines can be a no-win situation. Think Asda versus a corner shop, Tony and Guy versus a small hairdresser and Stagecoach versus a local drama school. By focusing on national SEO (thanks to much smaller resources) a local business is unlikely to ever appear alongside these business behemoths at all. And we all know that it is a rare person who bothers to click onto the second page of Google. Never mind pages 3, 4 and 5.
In 2006, iProspect, a search engine marketing firm based in Massachusetts, USA, stated in their White Paper Search Engine User Behavior Study, “The importance of appearing high in the search results has increased over time… more search engine users are clicking on the first page now (62% [2006]) than in 2004 (60%) than in 2002 (48%). Inversely, fewer search engine users are willing to click on results past the third page now (10% [2006]) than in 2004 (13%) than in 2002 (19%). Fast-forward to 2009 – and assuming that these trends have continued, a business’ appearance in the first pages front of the search engines results, is more crucial than ever.
More recently, AOL released figures on CTR (click through rates) for the different positions in their index. The data set was sufficiently high enough to be considered accurate and thus can be expected to reflect traffic levels across most search engines – Google included. According to AOL’s results, only 10% of all searches resulted in clicks beyond page 1 of the results.
Yet, many small businesses bring SEO failure upon themselves, by not distinguishing between local SEO and national SEO. Local SEO is similar to national SEO – but with one notable difference. The keywords and content (images and information) are geographically specific. While national SEO focuses on broad keywords, such as “Plumbers”, local SEO uses local modifiers: “Plumbers, St. Albans, Hertfordshire”. And while the traffic will be lower in local SEO campaigns, they will pull in more qualified prospects. After all, a plumber in Chester is of no use to an overflowing toilet in St. Albans. Optimising locally also helps to build local relationships. In his 2008 book “The Complete SEO Copywriting Guide for Search Engine Rankings and Sales Conversion – Content Rich”, Jon Wuebben estimates that every month a billion local searches are made, and that it’s growing at a rate of 20-30% every year.
Thanks to recent algorithmic changes by Google over the last 12 months or so,the likelihood of locals finding you when they type in “Your Trade, Your Town” is now much higher. Nobody really knows precisely what Google has done, or is currently doing for that matter – we only know what works and what does not through our own exhaustive testing. What we do know, however,, is that Google is increasingly placing much more emphasis on local and geographical searches. It has even been rumoured that soon, users will be able to search Google within their own geographic parameters. So by modifying their sites to target local keyword phrases, local businesses will undoubtedly see significant improvement in their search engine placement – especially as local or geographic keyword phrases have much less competition anyway. The modifications required to optimise locally, include placing the chosen geographic keyword in the following areas:
- Title Tag <title>
- Meta Description Tag <Meta description=”…”>
- Heading Tags <H1>, <H2> etc
- In the page content (bolding them for added weight, if possible)
- In an Alt tag or two
- In the footer of the home page
But remember NOT to keyword stuff- once or twice per tag type or content section should be sufficient.
Google’s Keyword Tool is a great tool with which to find effective keyword phrases: https://adwords.google.co.uk/select/KeywordToolExternal. Here, a business is able to generate keyword ideas in two ways – by getting Google to scan the contents of their own website, or by inserting descriptive keywords (for example, “clothes shop Bath”). Once one of these methods is selected, they insert either the URL of their website, or a few keyword phrases into the search box. The results page will reveal, not only related search terms, but also the average search volume per month.
A free Google Maps Listing will go nicely with these newly modified search terms. It’s a highly effective way for local businesses to build up an online presence. In fact, it’s a must. To make use of this powerful tool, a local business must first create an account at https://www.google.com/accounts/ With this account, the business will be able to sign into Google’s Local Business Centre http://www.google.com/local/add?hl=en-gb&gl=gb. And it is here that they can create their free listing – including their contact details, opening hours and even product images and YouTube video. Once a business has been verified and included in Google Maps, it can edit the contents at any time.
As well as making it even easier for local customers to find local companies, using this tool gives local businesses a second bite at the cherry to appear on that coveted first page. This is because, in the majority of cases, Google will stick up to 10 of these listings ABOVE the normal organic results, when a geographic keyword is used. Go try it – search Google for plumbers + your town or city and see what happens!
Yahoo Local is another excellent local SEO resource. It offers a similar service to Google’s Maps Listing. It’s not free however – the price varies according to the business location and the keyword phrase utilised. But as all BT Internet users have Yahoo as their default search engine, it comes with a huge advantage. Think of all those potential customers!
Other tips…
A further advantage of local SEO over national SEO, is that the popularity of famous landmarks or buildings in any given town, can be leveraged. Let’s say you have a clothes shop in Brighton. By simply embedding a picture of The Royal Pavilion on your site, for example (assuming it has been tagged appropriately), you’re likely to pull in a heap of local traffic.
Allowing customers to leave reviews on your website is another great promotional tool. As your customers are likely to know you personally, they’ll be more likely to leave favourable reviews. And as the readers of these reviews are likely to be other locals, the reviews will hold more credibility than those that appear on more corporate and national websites. In this way, local trust and credibility is built.
If you are a business that gets most of its custom from the local market, yet are still relying on national SEO techniques to get you high up in the search engines, then you are risking your website disappearing into the depths of the internet altogether.
INSTAPRISE.co.uk is changing!!!
Our INSTAPRISE.co.uk is undergoing some major changes, we intend this site to be the hub of the INSTAPRISE GROUP, a One-Stop solutions provider for businesses, offerring a myriad of services to assist new & existing SME & SOHO clients in developing further growth from their business.
INSTAPRISE Consultancy – Business Consultancy – On or Offline, from our exclusive team of Experts covering everything from Retail to Security to Recruitment.
INSTAPRISE Web Presence Set-up, inc: Design, Hosting, Transfers and SEO services
INSTAPRISE Marketing: On & Offline Campaigns managed on your behalf or exclusive software installed online for you to use. Includes Social Networking setup and management.
INSTAPRISE Company Formations
INSTA – ployment services
INSTA – Training – I.T. & Website Training.
INSTA – PC Services – I.T. Consultancy and Outsourced I.T. Support service with LIVEHELP.
More Details to follow shortly. . . . . . Please keep up to date with our RSS feed or follow us on TWITTER HERE
Use Twitter Positively – Dont be a twit!!!
So, with the turmoil in Iran and the passing of Micheal Jackson, we have really seen the power of twitter! But how can you harness that power? Its not a place for endlessly plugging your Brand or trying to be sneaky! Using the name @HabitatUk, Habitat “tweeted” updates about new products on twitter. But they also added “hashtags” – keywords that help Twitter users locate posts on specific themes – such as #Iran. This meant that people searching for information about the deadly violence and mass protests in Tehran following the country’s disputed election came up with posts advertising Habitat’s goods. The inevitable outcry has caused this to already become one of the most prominent examples of attempts to engage with social media backfiring.
OK So, assuming you do not want to commit the same type of error, here are our best tips on getting the most out of Twitter.
1. Sign up at Twitter.com
That’s step one, of course!
2. Download a twitter client such as Tweetdeck find others through google, we use DABr for our Mobiles.
It does make tweeting much easier!
3. Try to keep negativity off Twitter
You will lose followers – if you moan too much!
4. Follow people who are in your niche.
Click on “find people.” Type in names of people who write blogs in your niche, who have similar products and who are influencers. Remeber, more than anything, this is a social network tool.
Click the “follow” link under their photo. This will let you see their tweets with other people.
5. Make friends
No hard sell here……Make friends. Be a sociable person.
6. Learn the art of the RT
RT stands for “retweet”. There’s a little icon that says RT.
When you retweet someone’s messsage, you’re passing it on so the people on your list can see it.
This is the ultimate form of sharing. You give before you get.
Even if you only have 5 people on your list, use the RT.
But watch how others do it first. be careful!
7. Observe
Spend a week or so just watching others and learning what happens on Twitter before you jump in.
8. Anything and I do mean anything you say, can and may be retweeted.
So be aware that anything you say can be spread. So be very cautious about saying anything negative about anyone. Once you have said it – its out there!! Be aware that tweets are sometime picked up by Search Engines too!
9. Be positive
Remember Positive energy attracts other positive people.
10. If someone really annoys you, you can go to twitter.com, find their name and on the right side is link where you can block them. Remeber, they can do the same!
11. When you run across a cool web site or resource tweet it to your list.
12 . Remeber the @ symbol.
You want to send most of your messages to individuals using the @ symbol.
13. When you find a good blog post on someone’s blog, pass it along to your Twitter list.
This endears you to the blog owner. Even if they aren’t on your Twitter list, there’s a decent chance word will spread back to ‘em.
This IS the age of instant communication.
14. Learn to Twitter on your iPhone or Mobile.
15. Understand that in the big picture your goal is to find people who have lists and can promote your products then make friends with ‘em.
It helps if you pass along cool resources and on occasion say things that are profound or retweetable.
Do NOT end up twittering away time you really should be using to create products or do other promotions.
Use Twitter. Don’t let it use you.
