There are some things that all of us have in common.
We eat ice cream when we’re upset. Sing when we’re happy. Cry when we cut onions and change our attitude when we’re anxious.
And it is because we as marketers strive to predict and somewhat control user behavior that we tend see an anxious visitor as a bearer of bad news as we know we’ve missed our chance at getting a conversion with them.
Why? Because, anxiety is known to make it extremely hard to control habits and behavioral desires – when anxiety hits it completely changes actions. When your visitor changes behavior, you can no longer predict what action he will take and hence you lose half your conversion battle then and there.
A nervous or anxious visitor isn’t going to click on the CTA button – we have established this much – what’s left to explore are the methods that reassure any anxious visitor that comes to your landing page or your website. But before we do that we must identify what exactly an anxious visitor is.
An anxious landing page visitor is a visitor who has a psychological concern about some landing page element that is hindering him from clicking on the call to action button. Anxiety and friction for your conversion process are the same things – exactly why anxiety isab just as deathly as friction.
Major concerns of anxious visitors
A visitor turns into an anxious visitor when he isn’t able to find the answers to the following questions.
- What will happen to my money once I give it to them?
- Why does the company need so much of my information?
- What will they do with my information once I give it to them?
- Who are these people?
- Are there other people out there that have been successful with this product/service?
The moment you properly address your visitor’s concerns, their anxiety will disappear. The friction disappears, and you come very close to gaining a conversion.
Here’s what you need to do to answer these questions.
1. Display trust symbols to assure your visitors
Why do girls give fake numbers to some guys? Because they know they can’t trust them with their real one and until they have established enough repertoire and credibility with someone these guys keep on getting fake numbered.
Credibility and security are two of the most important things for your visitors. You can show your visitors that their information is safe by adding trust links to your landing page and your website.
Third party trust seals prove to be very beneficial in this regard – a survey by Econsultancy showed that the effectiveness of trust seals depended on customer recognition of the symbols – the study tested 20 different trust logos and the results revealed that the three most recognizable logos were that of PayPal, Verisign, McAfee.
Econsultancy also asked consumers how they decided how to trust a website they didn’t know, and the number one response was through trust marks.
When you include relevant trust signs on your landing page or website you assure your visitors that their money and information is safe with them.
When Blue Fountain Media tested whether or not their VeriSign seal increased conversions they found that the page with the seal saw a 42% increase in conversions.
2. Include your organizational story
This is more relevant to websites than to landing pages as an about us page on a landing page is mostly seen as a distraction. However, including an organizational story or an about us page on your website is extremely vital because only when your visitors think they know you will they decide to buy from you.
Your about us page becomes more effective if you humanize it – tell your organizational story in an inspirational way in order to move your visitors. Instead of adding names of your staff – try adding real pictures of them.
We do the same thing.
With a human about us page in check, you provide your visitors not only an answer to the question “who are these people” but an overall feeling of reassurance of doing business with you.
3. Include a live chat option
A live chat option soothes your anxious customer instantly, so if you can manage it, do it. According to Econsultancy more and more companies are adding live chat to their websites and why wouldn’t they when a survey reveals that 79% of visitors preferred live chat as it was quickest way to communicate and get their problems addressed.
Instapage recently added a live chat option to help provide customer support – and the number of users who went for the live chat option was overwhelming which showed us that even though we had a support button there were still so many users with unanswered questions. Questions that they needed answered in real time.
4. Use social proof
Social proof basically works on the principle that people assume the actions of others as a way of reflecting correct behavior in a particular situation – just look at the quote. To put it another way, social proof is the spoonful of sugar that makes the medicine go down – it helps increase your visitors’ trust in your service and guides their way to the lead capture form, helps them fill out their information and click on the CTA button.
Customer Testimonials are a great way to reinforce social proof – they help answer the question, “Are there other people out there who have been successful with this product?”
Social proof is also displayed by integrating social media buttons on your landing pages – when you do this you get a chance to get in on stats like these.
- Social media lead conversion rates are 13% higher than the average lead conversion rates.
- 74% marketers agree that Facebook is integral to their lead generation strategies.
- 52% of marketers found their customers through Facebook in 2013.
- 36% of marketers have found a customer through Twitter in 2013.
- Around 46% of online users count on social media when making a buying decision.
Help your visitors get you conversions – soothe their anxiety so that they can make the right decision.