Category Archives: Trust Building

Britons Trust Google Way More Than Facebook

google-vs-facebookIn February of 2016, online privacy company VEST commissioned a research survey to be carried out in the UK to determine levels of trust across internet platforms such as Apple. Facebook and Google.

Just 39 percent of people surveyed do not trust the social media giant Facebook. Google however is far more trusted, with 69 percent of those surveyed saying they do trust the world’s biggest search engine.

The survey also highlighted that 83 percent of respondents admitted that they have never read the privacy policies of major companies such as the full privacy policy from iTunes. This is interesting, noting that even though there is a lack of trust, most people are just too busy or too lazy to review a company’s privacy policy.

63 percent said they do not think the government should be able to track their online activity.

Regarding online advertising, Internet users were asked for their opinion on advertisements which follow people from website to website – known as re-targeting by advertisers. 60 percent of people said that they find them annoying.

47 percent also said that they find the retargeting ads intrusive, whilst just 13 percent said they find them useful. The survey also revealed that 73 percent of people are worried about their mobile devices or computers being hacked. Internationally recognized security companies like Trust Guard provide scanning for websites and servers, doing their part to relieve this concern.

Facebook has been losing market share of social authentications which have declined for the second consecutive quarter. According to Gigya, the world’s largest social network does, however, still control 62 percent of the overall social login market.

Facebook’s share peaked in Q2 2015 and is declining by two percent per quarter while Google is on the rise.

In Q4 2015, social login usage was: Facebook at 62 percent, Google at 24 percent, Twitter at seven percent, Yahoo at four percent, LinkedIn at one percent and ‘other’ at two percent.

The one category in which Facebook continues to make social login share gains, despite the high levels of distrust, is with mobile applications. Its share of social logins on mobile apps hit 80 percent Q4 2015. Facebook’s increased privacy controls and clear messaging probably played a part in this four percent increase.

Stuart Spice of Vest said: “Concerns about online privacy are not new, but are certainly growing due to repeated high profile data leaks and constant revelations about surveillance.

With so many people relying on web based email, search engines, social media and mobile apps on a daily basis we want to raise awareness about how much personal data people are handing over, often even without their knowledge, and to understand that we should all be clear about what we want big companies to do with our data.

Seeing the different perspectives of those surveyed on the major online brands is revealing, especially given how trusted Google are and how few people trust Facebook in comparison.”

If you’re worried about a website’s privacy policy, business identity or level of security, we suggest contacting Trust Guard. They can tell you who’s site is safe and whose might not be.

Why Most Shoppers Don’t Trust Online Businesses

trust exerciseIf you’re having a hard time getting your online business off the ground, it could be because people visiting your site don’t trust you. Like the trust exercise where someone is supposed to lean backwards into your waiting arms but never do  – even though you constantly reassure them that you will be there to catch them, many shoppers may hesitate to push your “Buy Now!” button.

There are many reasons why most  shoppers don’t trust online businesses enough to buy from them. Here are my top five:

1. They don’t know who you are or who your company is
When people visit a website that is new to them, they might suppose that it is new to everyone else too. The trust is that people trust people they know. If they have never heard of you or your product, you’ve got to make them feel that you are a legitimate company. Third parties like Trust Guard or BBB can help with that problem by displaying a seal on your site from a company that they do know and that they do trust.

2. They don’t understand how your product works or its value to them
“When they don’t get it, they won’t get it.” That phrase is universally true. Teach visitors the ins and outs of your product or groups of products through words, images, videos and testimonials. Your principle endeavor as an online business owner is to help them see your product’s features and benefits. If they don’t see the value of your product, they won’t buy it.

3. They don’t think your product can do what you say it can do
If people visiting your site think for just a moment that you are trying to pull the wool over their eyes, they won’t buy from you. Offering a quadruple your money back guarantee, for example or stating that your product can do more than what it looks like it can do will move people right off your site. Getting ratings, reviews and testimonials can help with this problem.

4. They don’t like something about how you’ve set up your website
Either your colors are off or your messaging is offensive or they can’t find the Live Chat icon – whatever the reason, they don’t agree with the way you’ve organized things for them. They may think that if the website is this sloppy or unappealing, maybe so are your products. A/B testing with different approaches will tell you which version shoppers like best.

5. They think you are charging more than you should for your product
In this instance, you might need to re-evaluate your pricing. Or maybe you haven’t done a good enough job of telling them how your product will improve their life so much that they will wonder how they ever survived without it. Resolving this issue is all about salesmanship. A well-created, believable video can help.

There are many things you can do right off the bat to improve the way someone who doesn’t know you reacts to your website. And there are ways to improve trust with online visitors, like displaying trust seals that show that you are protecting their privacy and that you scan your website periodically for vulnerabilities to make your site is safe from hackers. Remember, it’s all about getting them to the point where they trust you enough to buy your product because they know that when they lean backwards, you’ll be there to catch them.



Want to Build Trust? Don’t Always Exceed Expectations

expectationsIt seems pretty ironic. If you want to build customer trust, you should not always exceed customer expectations. Common sense would say that if you provide a service and then exceed expectations, the customer will be very impressed and want to come back again and again. But actually the opposite is true. Exceeding expectations breeds mistrust.

How does it work? When you make it a habit to under-promise and over-deliver, you are actually misleading the customer. They’ll see it as something underhanded instead of a great service to them. They may become demanding and even start haggling and bargaining on service or price.

It also raises the customer’s expectations and soon you will be hard-pressed to deliver. You can’t give more than 100%. Many customers instead of showing gratitude for your services will feel entitled, much like Dudley in Harry Potter and the Sorcerer’s Stone when he threw a fit because he only got 38 birthday presents (in which his mother promises 2 more).

So how do you build trust with your customer? Honesty is the best policy. Tell the truth. Let them know exactly what to expect and then deliver. That is the best way to start a good track record of credibility and reliability.

Want to learn more? Check out this article from Charles Green at Trusted Advisor: