When it comes to gaining new users and retaining existing ones, trust plays an essential role. Users stick by your brand if they find it trustworthy and will be prepared to make payments. Without this feeling of security, you will not likely make conversions.
The psychology behind it is obvious – users want to feel safe and want to know they can trust in the quality of your products and they want to know that if problems arise, that you are going to handle them. This is especially important for online businesses whose website serves as the main point of contact for consumers as there may be no other way to experience and measure the brand.
So how can you earn trust with your users? UX makes up a big part of the overall picture of a brand so you should pay close attention to this area. In fact, 75% of brands haven’t yet got it right according to a torrent of feedback. With this in mind, here’s how UX design can help you boost brand trust.
Having a safe environment for users will play a huge role in improving UX. There are many legitimate tools out there that many top companies use to show that their pages are secure and so is the information that you enter into it as a customer. One such tool is SSL certification
which some designers have avoided using since it can affect the speed that a webpage loads. This, however, has a very minimal effect on speed and is definitely worthwhile investing in. With the green lock icon in the address bar, your users will know that they shouldn’t be afraid of security issues. This is especially important where payment details are concerned, so provide your customers with a feeling of deep security.
Make sure to stick to trusted companies like Mastercard and PayPal for handling payments on your site, display their secure seals on your page to communicate a great level of security. The added benefit of this is that users are already familiar with the good reputation of these companies which will also reflect upon you.
Overwhelmingly, consumers state that they would be loyal towards a transparent brand, so your aim should be to make sure that nothing is being hidden and that you convey that message well. Consumers understandably can be very protective when it comes to handing over their personal data. If you are as upfront and as transparent as possible it will help to lower their defenses and earn their trust. Your users want to know how their personal data is going to be used, for what reason, which companies will have access to it, and they want to be ensured that they are protected. With that in mind, make sure to display that in your policies about online cookies.
As the people behind this master degree in interaction design explain, strategic design should be crafted with the future in mind. Recycling which is another hot topic concerning transparency is one of those current and futuristic key issues to dwell on. There is more pressure to be ‘green’ these days and that’s a great thing. Even if your products’ packaging is not yet 100% recyclable, state that, show what products are recyclable and state that you are working towards sustainability or even working towards getting rid of packaging altogether.
Satisfy the curiosity of your website users and let them know who is behind the brand. Through real pictures of events, an inside peek into workspaces and working techniques, as well as a chance to showcase your amazing team along with appealing descriptions and a splash of humor, will definitely add a face to your organisation that will give users unique insight. This clarity and connection will undoubtedly inspire trust in your users.
One way to achieve this is to have a ‘meet the team page’ which will showcase the individuals behind the brand and will represent the company’s culture and social values. You can’t be authentic if you use stock photos though, the goal is to build a connection to people that you share the same values as, including your colleagues. Providing links to your social media pages here will also improve trust as it is an opportunity to showcase your welcoming and open side with the public, and also gives a casual way for customers to communicate and interact with you.
Don’t overlook the power of first impressions
Usability is one of the most important factors while providing a meaningful customer experience on your website. You want to have a website that is easy to navigate and that offers answers in just a few clicks, as nowadays it’s quite hard to find free time and so we all want to get the answers fast. One very important thing to note is that this hastiness for performance can easily become a willingness to judge web pages or products at first sight.
According to a current online course in the creative process in graphic design, if we want to properly conceive and transmit convincing new ideas to customers, the use of graphic language must be perfected. The psychology suggests that users tend to connect nice aesthetics with good functionality, so as long as a product or site looks great, that will be proof enough that it will work great too, at least on first impressions. Of course, you have to deliver a product that is reliable and meets the end user’s needs, but without breaking through this mental barrier which is raised at first sight, consumers won’t stick around to see how great the content is or how well the UI side of design was constructed.
Go on, brag a bit!
Highlight the companies or influencers that use your products that use your product and whose trust you’ve already gained. Group mentality comes into play here as seeing others buy something makes the individual feel more comfortable doing the same thing. Influencers are particularly established with younger audiences who are more open to new things, they can have a huge impact on your brand and trigger fans to make purchases by following their example.
Another thing this does is to fill the role that friends and family would play where their recommendations would inspire confidence in you and this would be the initial catalyst to convince you to check out a product or service. To support this, you can also leverage the testimonials of satisfied customers featured as visible feedback. You could even enable users to do this through their existing Facebook or Google accounts.
Don’t waste your previous branding efforts
Your website and product user experience should be consistent as this comforting familiarity will be perceived as trustworthy. You might want to try out a fresh new look thinking it will help you to stand out and make an impact, but it can actually have the opposite effect when regular customers are searching for you, even on a subconscious level. To stay on-brand, use only a few colours and fonts, and make sure that even the use of language and tone are consistent. A style guide communicated to all your designers will be very handy, and you can even use brand asset management software and templates to help everyone achieve uniformity throughout all the various projects.
Your values need to be communicated through your brand appearance, let the content and design speak clearly and honestly. It doesn’t take much to notice values that are not real or even a brand that doesn’t behave in accordance with them. Use the same appearance on other channels such as social media to enable your brand to be recognised.
Gaining trust in a competitive market is imperative to brand growth and success. Without it, you will have an uphill battle competing against companies more in tune with growing trends, and customers’ needs. However, by dedicating yourself to a long-term strategy and making sure to be consistent with your user experience, your UX Design will do wonders for you and trust will develop. Transparency, consistency and security will lead the way!