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!
Search Engine Tips – Protect your SERP
Whenever someone searches for your brand name using a search engine, they are also being shown 9 organic results on the search engine results page (SERP) that may not be your site and maybe even another 9 paid results for competitors bidding on your brand name, which means you could be competing with a total of 18 other results that aren’t your site!
To ensure the searcher a) comes directly to your website and b) doesn’t see any negative entries that can creep in to the top 10 results, it is important that you use as wide a range of branded content as possible for the search engines to spider and rank. Taking your position at number one in the SERP organic section as red, below are other methods to ensure you dominate your brand searches.
Paid search top result
It may seem strange to bid on your own brand name when you already have top organic position but with clicks likely to be as low as 5p to 20p per click you should view it as an investment in online real estate. Eye tracking research shows that people’s eyes start at the top of the SERP and as you go down the page fewer and fewer people look at that area (see the research here). By having two entries at the top you are increasing the likelihood of a click and forcing other results further below the fold. You are also blocking anyone else bidding for the top paid spot on your brand name.
Put your blog on a sub domain
Google views sub-domains as separate entities to the main site which gives you a great opportunity to get a 2nd entry in the organic results by naming your blog something along the lines of http://blog.domain.com
Create a Facebook page
A well populated and linked to (e.g. from your main website) Facebook company profile should see your Facebook profile be shown high in the rankings. To set up a business profile go here http://www.facebook.com/pages/create.php
Wikipedia page
Although the terms state that you are not allowed to write an entry about an organisation you are associated with, let’s be honest, it happens all the time. There are too many corporate entries for it no to! Google loves Wikipedia and ranks it’s page in the top 5 for countless search terms. Set up your own page to benefit from this love! Go to the home page here http://en.wikipedia.org/wiki/Main_Page and click on ‘create account’ in the top right to get started.
Google Universal Search
Google is always trying new ways at presenting the web’s information, and it is rare to be shown a SERP that doesn’t have either some results from Google News, Product search, blog search or all three! If you don’t have one, get a Google account and start using the submission and feed features to make sure Google is picking up your press releases, blog posts and displaying your products.
As we touched on in a previous post about Twitter’s integration in to the fabric of search, Twitter accounts are only going to become more prominent in the SERP, not less. Make sure you have an account and link to it from your home page to show Google how important it is.
YouTube channel
Following the same theory as Facebook and Twitter, a profile on such a large and heavily linked website will be shown highly in searches for your brand name if combined with a respectable amount of content and a little linking from your own site to the channel’s home page. Create an account here http://www.youtube.com/create_account?next=None
What about page 2?
How often do you go beyond the first page of Google? Probably rarely if ever, and that’s the same for the majority of searchers. The truth is, if you’re in position 11 to 20, you’re going to get crumbs, if you’re not in the top 20, you’re nowhere!
WINDOWS hosting – No Extra Cost!!
So…. there we were looking at our so-called competitors, offering inferior packages for a higher cost – when we noticed that we had fallen into the same trap!
For some reason, all of us are charging a premium for Windows hosting, our initial reaction was to scrap this charge!!
WHICH IS EXACTLY WHAT WE DID!!! – No more extra charges for windows hosting at INSTA Host. Same Great Price, Same Great Service, Same Great Hosting!!!
The Benefits of using a Content Management System
INSTA Host offers our customers access to an extensive library of free cgi scripts allowing them to install professional applications very quickly and with minimal effort. This article will cover the benefits of using our Content Management Systems (Joomla, Drupal, Typo3 and Nucleus) and why using them will help streamline the publishing of content online.
Quick and Easy to Update
Content Management Systems allow users to add new pages to a website with minimal effort. Your entire website is managed via your administration control panel where you can add new articles, images, polls and many other features via an intuitive interface.
Web Experience not Essential
Traditionally you would need to hire a web designer/developer to manage your website. Using a CMS eliminates the need to do this. Everything from the look and feel of your website to article management can be handled via your control panel. It is also a very cost effective way of running your own website as everything can be updated and managed by yourself. If you are ever in need of help or guidance, you can check the CMS provider’s FAQ (Frequently Asked Questions) section of their website or try posting your problem over at their official support forums. A list of useful links can be found at the bottom of this article.
Automatic Navigation Generation
Menu’s will be created automatically when you add new pages/categories which will form the basis of your websites navigation, e.g. Homepage, Contact, Articles, etc. This eliminates the need to manually update your navigation each time you add a new section, saving you time, effort and preventing the risk of creating dead links.
Searchable
Using a CMS will allow your entire website to be searchable enabling people to find content fast. The advantages of having a search system in place on your website will save users the time of having to trawl through static pages trying to find what they need. It makes for a much better user experience and is certainly less frustrating.
Scheduled Content
With most Content Management Systems you can post date articles allowing you to publish them on a certain time or day of the week. This is especially handy if you need to publish content at certain times but you’re not available to do so – the CMS will update it for you.
Protected Content
A CMS can make certain pages viewable only to people you choose. For example, you can allow visitors to your website to view all of your basic articles but require registration for them to view premium content.
Consistent Design
Don’t worry about creating new pages for every article as a Content Management System will automatically produce them for you. The article page will be created from a single template and, no matter how much content you add, you can rest assured the look of your website will stay the same.
Extendable
Content Management Systems, such as Joomla, have an excellent resource of extensions allowing you to develop your website further and offer more functionality. There are hundreds of extensions available, including Ecommerce, Forums, Galleries, Classified Advertisements and so much more. A link to the entire database of extensions can be found below.
Remember you can easily install your own CMS from our database of scripts that come with any hosting account.
Helpful Links
Joomla Extensions
http://extensions.joomla.org/
Joomla Community Forum
http://forum.joomla.org/
Drupal Forum
http://drupal.org/forum
Typo3 Documentation
http://typo3.com/Support.1228.0.html
Nucleus Support Forum
http://forum.nucleuscms.org/
Joomla Upgrade
We have updated our Joomla installer to 1.5.1 today. We had been planning on moving to this version in the next few months anyway, but recently some serious security vulnerabilities have been identified in previous versions of Joomla, so we felt we should upgrade our copy now.
To install the new version log-in to your control panel and go to the CGI/PHP Scripts section.
An overview of Joomla 1.5 is available on the Joomla Website. If you are looking to upgrade your existing Joomla site then there is a helpful article on the Joomla Team Blog on how to do this.
