Keynote - Conversion Rate Optimization - The Four Pillars of Building Instant Trust Online - Slides de Tim Ash/ Conversion Conference. Fórum E-commerce Brasil 2012
Even with total strangers in the "real world," we at least have their appearance and body language to go by. But what do you do online? Almost anyone can quickly create a Web site or landing page and masquerade as a wide variety of businesses. Many of these enterprises are untrustworthy. We are often barraged in the media about various scams perpetrated online and have our guard up. As an online marketer, your job is very difficult compared to your brick-and-mortar marketing counterpart. You must not only overcome anxieties, but do so in the most challenging of circumstances. Online trust must be developed without any face-to-face contact, and it must be created instantly in the few precious seconds it takes a Web site visitor to evaluate your value proposition. So how can you build instant trust online?