Good Trust

I was featured on The Candidate blog and thought I’d repost for my own readership…

Trust forms the basis of human interactions and is fundamental in all successful relationships; most certainly for eCommerce where trust forms the simple interaction of value exchange (often an online payment in return for a product). If you then couple trust with effective marketing and optimised CX, your organisation will develop a deep emotional engagement with your target consumers that will aid everything from onsite conversion rates > LTV.

Everyone talks about trust but what actually “is it”?!

The variables
(credit: this model has been developed from the great work by Maister, Green and Galford)…

Credibility – linked with the words we speak: “I can trust X as he’s very credible on Y subject”

Reliability – Linked with actions: “She told me Z would be delivered by tomorrow, I trust her due to past deeds, hence I know it will be delivered on time”

Intimacy – Linked with the personal relationship we have with the individual: “I trust him with that information as they have never embarrassed me before or violated my confidentiality”

Self-Orientation – Linked with the person’s focus. Basically, is it all about ‘them’ or the ‘we’ or the ‘I’: “I don’t trust her on this deal as it’s all about what she gets out of it”

Emotion – Provoke an emotional response from the other party to truly engage with them.

…Trust in eCommerce is vital and achieving all five variables are required to gain total trustworthiness. Aim for high credibility, reliability and intimacy, low self-orientation and then multiply that by true emotional engagement to fulfil your trustworthy ‘score’.

Trust Examples From My G.O.O.D Framework

Gravitas – If people know your brand and what it stands for then consumers are more likely to engage with it. Use your Brand to help ignite content and bring it to life; whether that be driving traffic back to your D2C site or via additional imagery and video engagement on the likes of Amazon.

Openness – Use Social, SEO & review sites to authenticate. Influencers and your audience will be effectively engaged if you use owned and earned channels in particular to build, grow and nurture an engaged audience.

Outreach – Amplify content through relevant channels. Promotion and Distribution will help amplify content by engaging with paid channels yet they must be effectively integrated with ‘free’ channels such as organic social, SEO + quality content.

Distribution – Build and grow authority by creating content people care about and want to share in order to generate social shares and backlinks. Social sharing numbers and blog comments do influence a person’s propensity to engage and share content. If the target consumer see lots of share activity in a post + If you enjoy topic authority, consumers will often believe & share without fully reading the article! You should also implement strategies which promote social currency through content. People share content to make them look good, to be useful, to define themselves to others and for self-fulfilment so think of what propels people to share your content and that will in turn impact online sales.


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