Article by:
Cindi Aldrich
Trust is a valuable commodity for every business trying to compete online. Consumers don’t immediately trust an unfamiliar brand, and a business needs to earn their confidence. Using a trust badge is one proven method for increasing trust.
Various organizations including the ADP reward businesses with a Trusted Local Business™ seal if they meet a high level of standards. Today, companies planning their marketing may be wondering exactly how a trust badge can benefit them.
Most consumers don’t have the time or inclination to scrutinize a business in great detail. There is still, however, a desire to know a company is operating responsibly and ethically. In response, an industry has grown to authenticate businesses, using both analysis of the company and user reviews. Sites like Yelp, TripAdvisor, ADP and more authenticate aspects of a business, either directly or through an independent user base, helping consumers to make better-informed choices.
The conversion rate is so important as it allows businesses to spend less to acquire each new customer. When there is a lack of trust with consumers conversion rates are typically low. A trust badge can be used at multiple points in the sales journey to grow trust and confidence in making a purchase. A trust badge on a checkout page, for example, could reduce cart abandonment, which is an issue for many stores.
A perceived lack of security will damage trust with consumers. The security of a website, data privacy, and payment details are all critical elements that require high-level security. Various security companies such as Norton, McAfee, Microsoft and Verisign provide security badges that indicate a dedication to various aspects of site security. A focus on security can be enough to boost sales.
One of the most difficult aspects of marketing is differentiating a brand from the competition. Unless a business has certain distinct advantages, there will inevitably be overlap with various competitors. A trust badge is an important element in providing something valuable and in establishing differentiation among competing brands. The Trusted Local Business seal is only awarded to companies that meet ADP’s high standards, limiting accessibility to only the best businesses.
Organizations providing trust badges build their credibility through ongoing brand building, marketing and advertising. An association with recognized companies can help a business grow its own brand. Sites like Yelp and TripAdvisor, for example, are household names that provide some comfort to consumers considering a purchase.
Create a free business listing on the Trusted Local Directory today to get started! If you are an online or print directory publisher and would like to be able to sell the Trusted Local Business seal, learn how here.
