Trust drives business success by fostering the initial purchase, followed by positive ratings and reviews, repeat business and word of mouth referrals. Without trust, a business cannot thrive.
Prior to purchasing a new product, a new brand or using a new vendor, 97 percent of people look for easy, universal trust signals to expedite their decision making. These trust signals usually come in the way of credible social proof (verified customer ratings and reviews), 3rd party endorsements, and website security seals to make sure they are making a good, safe decision.
Websites are a game-changer for businesses, providing both a platform and a marketplace to help sell their brand. The web unfortunately, also creates a more impersonal environment for consumers, which has, in turn, made it imperative for brands to enhance their credibility and relationship with its customers. Trust then, has become the pivotal factor.
However, the consumer is often bombarded with fake or unverified reviews, only to be pushed to the point of not knowing who or what to trust. To this end, the Trust Brands Shopper Approved product is a Google Partner who only collects verified customer reviews and offers website and customer data security solutions, with a goal to create the best tools online to help brands to establish the highest possible level of trust with their customers in the shortest amount of time. The company’s objective is to help their client set the brand apart as a trust-leader, maximizing customer retention, traffic, loyalty, and sales.
In order to maximize sales and success for its e-commerce and brick and mortar clients, Trust Brands has created a suite of trust building tools to establish and amplify their trust signals, and drive more online visibility, clicks and conversions.
To do this, Trust Brands offers four distinct products: Shopper Approved—a Google partner review platform that collects, manages and promotes more verified customer ratings and reviews in more places, including seller, product and video reviews. Trust Guard—a website and consumer security and privacy product. With an optional buyer protection suite and a cyber insurance policy. Local Reviews— an SEO and ratings and reviews collection, management and promotion tool for retail brick and mortar businesses, and Cart Rocket—a website re-engagement tool to recapture abandoned carts and build email opt-in lists.
The offerings, in tandem, create what the company describes as “Trust Branding” which is facilitated by their 360 Conversion Suite that brings these products together into one suite. “Branding is taking the approach of creating the right trust signals throughout the buyer journey that tells the customer that this is a trusted website, that it’s a trusted brand,” states Duane J. Sprague, CMO of Trust Brands.
Trust starts with a feeling of security, which websites can leverage to secure clients’ personal information, privacy, credit card numbers, and the like. Trust Brand finds that 76 percent of consumers will not engage with a brand if they feel their information, privacy, and data is not secure. As part of the Trust Guard Total Website Protection plan, every client receives four layers of protection, which include daily external PCI DSS perimeter scanning, daily internal heuristic malware scanning, auto-renewing SSL certificates, $100,000 in cyber insurance, and $100,000 in breach response insurance.
The consumer wins because they get what they want—a trusted brand and a great experience. Our clients win because they’re growing their sales and have a lower acquisition cost and more marketing efficiency
They have also added a whole forensics and PR response team should a website get hacked and will swoop in with experts to resolve the issue as quickly as possible. This combination provides the most effective comprehensive security plan possible for small to medium-sized businesses.
Secondly, trust is established with social proof to verify the quality of a website’s user experience, or product based on verified user reviews. Trust Brands’ strategic partnership with Google allow Shopper Approved to collect and syndicate reviews to several online locations, including Google Ads, Google Shopping, etc. This, in combination with their Local Reviews platform, enables brands to maximize their ability to collect more reviews, get more traffic, and help their brand stand out from the competition. The platform does not allow for open reviews, ensuring that their information only goes out to verified customers. Users must complete a purchase from the client before they even get the opportunity to leave a review on the platform, translating to a powerful trust signal and quality review.
Finally, trust is in showing that one cares, so Cart Rocket uses a comprehensive ‘smart’ system, to help re-engage shopper interest on the website. It starts from the very moment a customer visits the site and continues through their product and checkout pages. After leaving the site, Cart Rocket will continue to help the site re-engage their interest and to motivate them to make a purchase by reinforcing the right trust signals at critical moments of conversion.
This is the very essence of trust branding. It is the integration—the methodical, thoughtful, scientific integration—of trust signals at the right points in the customer journey, which helps to amplify the brand trust when and where it needs to take place. Trust Brands’ solutions help increase the attraction, confidence, and conversion in the marketplace for its clients.
The market is becoming more competitive with ever lowering barriers of entry to create websites and to market online. By creating a trust branding strategy, Trust Brands is tapping into human psychology and behavioural economics, which are proven to help brands be more successful, and to stand out, irrespective of the type of customer. By being able to instil trust, confidence, and credibility, the company has positioned itself to grow and help their clients grow. As Sprague concludes, “Everybody wins. The consumer wins because they get what they want—a trusted brand and a great experience. Our clients win because they’re growing their sales and have a lower acquisition cost and more marketing efficiency. And of course, we win, because our clients are happy. So it’s a triple win, and there are no losers in that equation.”