Building customer trust happens quicker than you may think…
Often compared to a window shopping, your website is the first stop for so many potential customers. Only difference is that this high street is global, with little restrictions on the true reach of your businesses’ potential. Now, this ultimately doesn’t apply to every business, as if you’re a local plumber, the ability to showcase your business to someone in Africa or France, is well, somewhat useless, so with this in mind this blog explores how businesses from one-man-bands through to large enterprises can maximise their digital reach.
How important is a website?
Of course every business has the need to be accessible to their prospects and customers. When considering ‘how important is a website‘, there are lots of points to take into consideration, as the answer is unique to each person. But the unknown shouldn’t be feared. Here, we detail more around why web design is important, and what you should be looking for when considering investing in time and money on web design.
A website is often the first point that a potential customer initially makes contact with. In an ever evolving digital world, bricks and mortar businesses depend more and more on having a visible and prominent digital presence. Not convinced when thinking about your business? Let’s look into two examples:
- Your first thought for a business who supply goods to a much older age demographic, such as mobility products, would be to advertise in the age-old Yellow Pages. While we are sure this would serve its purpose, the business would be limited in to its reward for the investment of the listing. The Office of National Statistics quote that: Recent internet use by retired adults has increased by almost 25 percentage points since 2011, to 64% in 2018.
- Another example are craftsmen businesses. Most jobs may come in over word-of-mouth advertisement, not knowing how many more people in the area you serve are looking for someone like you to get a job done. Considering, that generation Z who grow up with the internet as a given are moving into the consumer group with the biggest purchasing power and purchasing happiness, do you still think they might reach out just because they have heard of you if they can’t find you online?
So even in a market where you may feel the need for a website would be limited, the research demonstrates how the age span of internet users is increasing year-on-year. These are of course very specific example, but could help you access the market by outlining how many people are searching for products or services that your business offers, which you could be missing out on. The cost of investment may not be as much as you first may think, yet you could potentially have a lot to gain.
How can I build customer trust and ensure I have the perfect website design?
The first impression your website gives off counts for more than you may realise. How your business is presented is what helps a potential customer decide if they should trust your business. Trust signals have been repeated in numerous studies, both online for things like websites, and digital ads, as well as offline for things like shop fronts, billboards etc. There are many factors which contribute to trust, including the layout, the website design, ease of navigation as well as accessibility of information.
But how to do you go about building customer trust?
Let’s take some real world examples to first explore. We have tried to keep this as much of a ‘fair test’ as possible, by looking at two businesses, both in the same industry, and both independent, as opposed to leveraging the brand influence of a chain to sway your initial thoughts.
Coleman Opticians, Norwich
© Google Street View
Brad Abrahams Opticians, Bath
© Google Street View
Naturally most individuals would levitate towards the second shop front, Brad Abrahams, due to it’s dark colour scheme, signature-style logo and designer frame imagery in the window. This is trust built on first impressions, your immediate gut feeling.
Now, let’s take a closer look. At the time of writing (17th January 2020) Coleman Opticians, had a higher Google review rating than Brad Abrahams, also Coleman Opticians had won Family Opticians of the Year award, 2019 awarded by Opticians Awards. (Well done on this Coleman’s that’s no mean feat!)
Let’s now bring this back round to online, and how this links to the importance of a website design and how it can influence building customer trust.
Your attention span online is much shorter than offline, this means you have to convince ‘passing trade’ or visitors to your website, in a fraction of the time.
To ensure that your visitor, who you have worked hard to attract through optimising your search visibility, stays on your website, your design needs to be easy to understand, should be clearly structured and enable them to either get what they are looking for, i.e. to buy online, or to find the information they are seeking, or even answer to a question/find contact details.
This so-called user experience is something a website design agency like KAYBE would always keep in mind when creating your website. The fun doesn’t stop there, it is also important to consider the user experience for a user viewing your website on a mobile device or tablet, while ensuring you keep the values and design consistent from one to the other.
Now, to someone who is new to this, it can sound complex, but as the image at the top of this blog suggests, it really is passion that’s lead us here. This is our day-to-day business, it’s what we get out of bed for and get excited about!
Could a refresh to your website help your business?
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Building customer trust into designs that influence users
From user experience studies we know that a user is influenced by every colour, by every feature and even every word. Building customer trust isn’t something new for the digital world – in 2009 Carlos Flavián, Raquel Gurrea and Carlos Orús from the University of Zaragoza in Spain found out, that the web design is a key factor for the website success.
There have seen many tests, where a group of individuals are unknowingly presented with one design, (design A), and another group presented with a different design (design B). As marketers, we call this A/B testing, or split testing. We are then able to measure the success of a design, and better understand what converts better. A clean design, with a bold brand, and minimal content, or a densely packed website, with lot’s of information and text.
Users love a simple, convenient design on every device.
You can measure this through simple KPIs, such as a decrease of the bounce rate (someone clicking through onto your website and then bouncing straight back off), higher conversion or click through rates, or even longer times spent on the website (we call this dwell time).
If you are interested in improving these KPIs, you should always consider to review and tweak your design.
Why should I choose a website design agency?
All of the factors we have listed above are easier said than done. We don’t doubt that you know your website well, nor that you know what your customers want. What we can help with is broadening the potential of your website by helping you reach new potential customers, by crafting a look and feel that has a much wider appeal.
We bring a fresh pair of eyes (pardon the pun!), experience in website design and come armed with a deep understanding of user behaviour.
It’s all about finding the best way for your requirements while meeting your prospects or customers’ expectations. With all of this considered, we bring not only the ideas but also the facts and KPI measurement that we can apply to your website in order to prove the changes are right, and help you improve on where they are not. We are there to make your job easier. It’s what we do. Fancy a chat? Let’s talk…