Sealing the Deal (Part I of II): Ensuring LegitimacyJune 8th, 2011 | Customer Support,Online & Small Business Resources,Security | No Comments »
By nature, people are cautious about who they associate with. As if this wasn’t enough, people become even more wary of others when in an online setting due to the lack of face-to-face interaction. Many people can be very extroverted in online settings such as Facebook and Twitter, but what about when they want to find a trustworthy business? This issue can make the seemingly simple task of promoting oneself very complicated. However, looking at this through the customer’s point-of-view, can we really blame them for being skeptical? Of course not. No one wants to do business with a complete stranger.
According to this alarming statistic, “90% of the users would leave your website within 5 minutes if they won’t find any kind of trust seal – especially if your business is unknown and new.” No business begins with popularity and definitely not with legitimacy. However, this issue of trust doesn’t mean game over. Instead, it is simply a break in communication that must be connected. To mend this break, those in new businesses must understand this: Although customers may be unnecessarily worried that your business can’t be trusted, you don’t necessarily have the credibility to refute such a claim. Because of this unfortunate fact, new businesses must make it a top priority to show customers that they are making safe and appropriate choices when paying for your products and services. This has brought about the need for online trust seals.
We all need help sometimes, and growing a business is no exception. That’s why a concept known as a service seal has quickly become so popular. Service seals, which function as trust seals for non-ecommerce websites, are useful because they show customers that a business has been impartially evaluated and deemed reliable by a third party.
We all enjoy seeing billboards that advertise various products and services, but many times we need more than a catchy slogan or an inspiring picture. When a business agrees to put a service seal on its website, it is making a powerful statement that says, “We have nothing to hide.” Such a statement provides assurance to customers and makes them feel safe. In fact, we have found that 86% of customers feel safer using a website that features a trust seal or similar mark of authenticity than one that doesn’t. Where establishing legitimacy through online networks has become a serious problem, many people have come to see service seals as a new and innovative solution. What do you think? What, if any, experience have you had in dealing with service seals and the websites that use them?