Making a purchase is a mix of emotion and logic. Some studies find that emotion may play a large role, but other studies refute those findings.
Either way, when people make decisions they’re often using trust when deciding based on logic or emotion. For example, a person might visit an online store and get a good feeling from the friendly design and the storytelling nature of the product descriptions. This is emotional trust.
In another example, a person might purchase something based on multiple recommendations. These recommendations are available facts and data from trusted sources that lead to a logical purchasing decision.
Because trust is so important in the buying process, it’s important to make sure that your subscription page is trustworthy enough to convert potential buyers.
Here are a few suggestions.
1. Clear Pricing And Description
Confusion is a conversion killer. If your website visitor doesn’t completely understand what they’re paying for on your subscription site you run the risk of losing their business.
Keep the design simple. Keep the product title and description the same as they are on other pages on the site and most importantly, make sure the final price is visible.
Clear pricing and descriptions show that you’re not trying hide anything or trying to pull one over on people and you look trustworthy.
2. Highlight Your Customer Service
In one study, people highlighted customer service as the number one factor in their determination of how much they should trust a company.
People want to know that they can count on you to be there for them after they make their purchase. They might be excited about the product or service, but in most cases something will go wrong at some point. People realize this and they’re fine with it, but they want to know that someone will be there if there is an issue or a question.
On your subscription page, add a short sentence or even a short tagline highlighting your customer service. It might be an industry award for “Best In Industry Support” or “24/7/365 Support By Phone Or Email”.
It’s just a little reminder that can make a difference for many customers.
3. Offer A Guarantee And Make It Visible
Guarantees have been around for a long time. The reason so many companies use guarantees is because they work to reassure customers that they can go back on their purchase if the product or service doesn’t live up to promises made.
If you have chosen to offer a guarantee for your subscription product, make that guarantee visible somewhere on the subscription page. It gives your company credibility and earns trust in the eyes of the customer.
4. Use Words Or Logos To Offer Security Assurance
Security is a big concern with online users. It seems there is a new story about online information hacking every other day and people are concerned. They don’t want their email addresses and other information being compromised or used for unintended purposes.
If you use secure pages and security programs, say it on your subscription page and use logos of recognized companies to emphasize the fact that your subscription transaction is a secure one.
5. Use Logos To Add Clarity
Finally, logos add visual assurance to people using your subscription page. It’s important to show your logo and any recognizable product or service logos. These give potential customers one final visual confirmation that they’re purchasing the correct product.
For example, if you’re selling a publishing company, show the logo of the specific title the customer is purchasing. The title listed in text is good, but the logo next to that text adds more reassurance and further trust.
Trust is a critical element in the buying process. Your customers have to determine if they trust you enough to click the final “Buy” button on your subscription page. If there is any potential lack in trust you risk losing a new customer.
Use the suggestions in this post to improve your subscription page. They can help to make the page trustworthy with customers.