The Website Trust Ladder: 6 Ways To Develop Trust on Ecommerce Websites

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Level 1: Being Open The biggest disadvantage that websites have – when compared with human salespeople – is the lack of social interaction. Having a human who could establish rapport, ask questions, and be responsive is a hugely valuable sales tool. It’s the reason why the typical human performs far better as a salesperson than the typical website. According to …


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More Than A Pretty Face: How One Picture Increased Ecommerce Sales By 35.3%

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Websites are cold and impersonal. But what happens when you add some warmth; a human face; and a promise that you’ll be there if things go wrong after the sale? This is exactly what one ecommerce store did to their shopping cart’s checkout page. They added a photo of a key customer support staff member, the staff member’s name, the …


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It’s Impossible To Scale or Sell A “Personality” Brand – Right?

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Perhaps not. In fact, there’s a lot of evidence that suggests “human” brand names outperform corporate brand names. If you want to see how this type of model works a scale, look at the countless examples of luxury, prestige and lifestyle brands in the marketplace. The vast majority of them were named after a founder: Guccio Gucci Louis Vuitton Coco …


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Perfectly Imperfect

USS Gerald R. Ford (CVN 78) Aircraft Carrier in Dry Dock
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So many great business ideas go to waste because of failure to launch. We want to launch something great. So we delay launching until our marketing is right, and feels right, and says the right things, and everything “fits” perfectly. But this strive for perfection leads to delay, inaction, paralysis, overwhelm, self-criticism… Sheryl Sandberg has a great quote: “Done is …


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Will Car Buyers Trust A Tesla in 3-6 Months?

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[Note: I published this to my personal Facebook recently – but wanted to share it with you here, because it ties into the theme of trust in sales and marketing that I’ve been publishing about recently.]   I really like Tesla.   I really like their cars.   I really like the way they push boundaries of innovation.   I …


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The Best Brand Name In The World

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We are social creatures. We are naturally wired to find it easier to interact with people. We engage with people naturally. But it’s far less natural for us to engage with faceless corporations and brands. This is the reason why Apple Keynotes were such a big deal during Steve Jobs’ reign – and such a non-event after his passing. This …


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Trust Is Worth More Than Money

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Distrust is an invisible barrier to the sale that often seems to defy logic. In this way, out customers are like first-time bungee jumpers. They want the experience that can only come from making the leap; They’ve been through briefing, passed the safety checks, and everything is secure and ready; They’ve shuffled to the edge, and readied themselves to take …


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Happily Ever After: A Paradox of Choice

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If you’ve ever seen the original Willy Wonka movie starring Gene Wilder, you’ll remember the final line in the film: Willy Wonka: “But Charlie, don’t forget what happened to the man who got everything he always wanted.” Charlie Bucket: “What Happened?” Willy Wonka: “He lived happily ever after.” The truth is very different. We like to imagine that giving customers …


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How Do You Know You’re Making The Right Decision?

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How do you know that you’re making the right decision? How do you know that you’re buying from the right company? How do you know that you’re selecting the right product? How do you know that you’re choosing the right romantic partner? …And what if you make the wrong decision? Fear, uncertainty, and doubt kill our ability to make decisions …


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Today’s Customer Is Wrong – But It’s Not Their Fault

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The phrase “The Customer Is Always Right” is a cliché of modern business. It was popularised back in the early days of modern retailing, by department store tycoon Harry Selfridge (founder of the department store, Selfridges – and subject of the character played by Jeremy Piven in the television show, Mr. Selfridge). Back in the day, it was a novel …


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