According to Taylor Nelson Sofres’s survey, people cancel 70% of online purchases because of lack of trust.
When there is not trust, getting business is not easy. So, instead of focusing on building nice looking sites and sales copy, I feel web masters should first figure out how to incorporate ''trust factor'' on their sites.
Here are a couple tips that will help:
1. Use trust seals/badge on your site.
It's a 3rd party badge shows that a site is legit. If you're running an e-commerce site, this is a must. Which trust seal increase most sense of trust to buyers? Believe it or not, anti-virus software brands works best (according to Baymard). That's maybe these are the common logos people have seen on their PC everyday (and they trust these logos). So, check with your web-host, see if you can put some of these up on your site.
2. You need contact information up on your site.
If you're running a local business site. This is a must. Get your address & phone up. If you can, get a Google map up on your site. If you operate from home, sign up for a local virtual office address/phone. I've been building sites for clients. Those who do it, get more lead and sales vs those who dont.
3. Show owner's face on website.
If you're selling personal services: freelancers, handyman etc. Show your face up on your site. Can be an image or a video talking. Either way works. Point is: people don't trust a soul-less site... no matter how great-looking a site is. Unless, it's a well-know brand/person site.
4. Show images of your shop/office.
If you're running a small business: florist, hair saloon, beauty saloon etc. Shoot a couple images of your shop and get them up on your site. This is always neglected, do it and you'll instantly increase your site's trust level up many times.
5. Customer testimonials/reviews.
This is big. Most people read up to reviews before they buy. In my opinion, that's the customer testimonials that convince our potential customers to buy, not the sales copy. We can have sales copy that's so-so. That's just not the crucial part to make or break our business. It is our best customers that actually help us (BIG) to move our product/services ...That's just what I think.
These are just a few off the top of my head... feel free to chime in, add more if you have some to share.