Building Trust: The Key to Converting Hesitant Shoppers in B2C Brands

Convincing prospects to convert requires more than just offering high-quality products at fair prices. Yes, these factors do influence consumer behavior during the buyer’s journey. But they’re far from being enough to truly boost conversion rates.

Brand trust is a key element of a successful sales strategy.

Research suggests that 88% of people consider it to be a top purchase-influencing factor. Even more impressively, a credible brand reputation can help you sell more, charge more (yes, 87% of shoppers would pay more for products by brands they trust), and retain more loyal customers.

Let’s look at how B2C brands can build credibility and reassure hesitant shoppers, guide them through the sales funnel, and convince them to convert.

Understand Niche-Specific Credibility

The traditional method of building brand credibility relies on showcasing social proof. But the thing is that generic ratings and reviews may not be sufficient to earn customer trust in your specific niche.

That’s why one of the best ways to reassure hesitant shoppers is to understand what constitutes valid credibility signals for your brand’s niche. Then, incorporate these signals into your online presence (especially at key points of the buyer’s journey).

For example, Performance Lab understands that it operates in a highly specialized, low-trust industry. So, instead of showcasing customer feedback to build brand trust, it prioritizes specialist testimonials over traditional shopper reviews.

Source: performancelab.com

Clarify Value Fast: Above-Fold Messaging That Reduces “Is This Brand for Me?” Doubt

Consumers form brand impressions almost as soon as they land on a homepage. And these initial impressions automatically determine their confidence and purchase intent.

So, if you want to position your business as a credible entity and ensure that web visitors are willing to invest in your products, do your best to clarify value fast.

Above-fold messaging is perfect for this purpose because it’s where web users spend the majority of their page-viewing time. All you have to do is focus on reassuring potential customers that your brand and products are the right fit for their needs.

Jot’s “For those who take their coffee easy” value proposition perfectly describes the unique benefit its product offers — pre-made, high-quality coffee that removes the frustration of buying overpriced brews or waiting in line at a coffee shop.

Source: jot.co

Show Authenticity: Real-Life Product Photos That Ease “Will It Look Like This?” Skepticism

When it comes to building brand credibility, third-party content consistently outperforms what brands say about themselves.

According to research, consumers love seeing user-generated content from brands. In fact, 84% would be more likely to trust a business that employs this type of content. And 77% would be more willing to purchase.

So, instead of allowing your audience’s skepticism to harm your conversion rates, simply reassure them through authentic user-submitted visuals. Lomi does it beautifully by embedding UGC videos on its homepage, which show exactly what its product looks like in real life.

Source: lomi.com

Maintain a Consistent Brand Identity Across All Footprint Channels

People trust businesses they’re familiar with. That’s why 82% of internet users tend to choose a familiar brand for their first click on Google. Or why people choose to eat at well-known chain restaurants and coffee shops when traveling abroad.

With this in mind, building brand credibility and reassuring hesitant shoppers could be as easy as guaranteeing that your target audience remembers and recognizes your brand.

By maintaining a consistent brand identity across all footprint channels, you’ll maximize familiarity and trust, and make it easy for prospects to choose your products over alternatives they’re not as familiar with.

Be Bold and Transparent with Shopping Policies

In today’s world of abundance, consumers want to make sure they’re spending their hard-earned money with brands that deliver genuine value. That’s why 77% of people prioritize convenience when choosing brands to shop. Moreover, it’s why 59% of consumers would lose trust in a company that offered a poor experience.

The good news is that bridging the gap between CX and brand credibility doesn’t have to be challenging.

In fact, simple actions — such as being transparent about shopping policies — effectively set and manage consumers’ expectations. Additionally, they make it easier for your brand to fulfill its promises and not disappoint new customers.

Check out how Stojo utilizes its shopping policies to build brand trust. On product pages, this business points out that its products include a 90-day money-back guarantee and 24-hour shipping.

Source: stojo.co

Highlight the Availability of (Pre-Sale and Post-Sale) Human Support

In addition to CX, customer support also impacts brand credibility. In fact, research shows that good customer service makes 32% of people more likely to trust a brand.

Want to position your business as a credible and dependable entity? Do your best to highlight the availability of human support. Remember, customer service is just as important in the pre-sale period of the buyer’s journey as it is post-purchase. So do your best to account for both in your customer care strategy.

Ostrichpillow does this beautifully with a chat option on its website.