{"id":1665,"date":"2016-02-16T10:00:00","date_gmt":"2016-02-16T14:00:00","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=1665"},"modified":"2023-10-15T14:48:06","modified_gmt":"2023-10-15T18:48:06","slug":"leverage-trust-to-sell-more-natural-health-products-online","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/leverage-trust-to-sell-more-natural-health-products-online\/","title":{"rendered":"Leverage Trust To Sell More Natural Health Products Online"},"content":{"rendered":"

Trust is the glue in every relationship.<\/p>\n

It holds all agreements together and any future of a deeper level of interaction.<\/p>\n

Especially between customers and companies in any sale transaction.<\/p>\n

In the first part of building the relationship, a prospect must extend an implied level of trust, in order to buy and become a customer.<\/p>\n

Without trust you could not have any sale.<\/p>\n

Why is trust important to selling health online?<\/p>\n

Trust is even more important when buying a product that you ingest like organic, non-GMO food or a natural health supplement or a diet or exercise product or health device where a customer must take action on in order to get the benefit.<\/p>\n

For a product like a pair of shoes the hurdle of buying is more or less based on price, and personal taste.<\/p>\n

For such a product a customer\u2019s trust is only extended as far as the brand.<\/p>\n

But for a health product a buyer must extend his or her trust further to trust that it will actually work.<\/p>\n

For a shoe to work it just has to fit.<\/p>\n

So how do you build trust to sell more natural health products online?<\/p>\n

Online Trust is built, first fast than slow<\/h2>\n

The formula looks like this:<\/p>\n

Building Trust Online = Accelerated Trust + Gradual Trust<\/p>\n

You can\u2019t get to gradual trust without passing through accelerated trust.<\/p>\n

Think of gradual trust as long-term and accelerated trust as short-term.<\/p>\n

Why fast first?<\/p>\n

Because prospects move quite quickly once they decide to.<\/p>\n

Before that, there is no movement and no decision. But once there is a decision they move quite quickly across the bridge of trust then proceed with caution.<\/p>\n

Essentially an online visitor needs to be comfortable in order to decide if they are going to move forward.<\/p>\n

In a sense they need to start to trust you before they can fully trust you.<\/p>\n

Which is why, accelerated trust is built quickly and is just enough to move a visitor to the next step and ultimately towards purchase.<\/p>\n

We see this pattern of fast then slow when we conduct user testing and observe what visitors are actually doing on a web page.<\/p>\n

The behavior is always the same.<\/p>\n

First the visitor moves their eye or mouse fast, assessing the lay of the land then they slow down.<\/p>\n

This is kind of like a peak into the mind of a prospect, you can almost see the wheels turning as a reflection of their mouse behavior.<\/p>\n

So, what\u2019s the first step for building trust online?<\/p>\n

Start with one small step<\/h2>\n

People look toward trust-shortcuts as a way to take the first step toward trusting your company and product enough to move to the next micro step.<\/p>\n

This accelerated-trust is built very fast, but it can also be lost just as fast.<\/p>\n

It is said that all journeys begin with the first step and the journey to deeper trust is no different.<\/p>\n

When visitors buy health products online they look for trust-shortcuts as a way to make a decision fast if they should spend more time with the purchase decision or move on to the next product.<\/p>\n

These trust-shortcuts bridge the gap between zero trust and the first step of micro-trust.<\/p>\n

Shortcuts are signals of credibility and they come in many forms.<\/p>\n

The fastest of which are to use trustmarks.<\/p>\n

Trustmarks can be a badge, image or logo displayed on a website to indicate that the website business has been shown to be trustworthy, ideally by a third party.<\/p>\n

Let\u2019s take the case of Sarah.<\/p>\n

Sarah\u2019s husband has plantar fasciitis, a common causes of heel pain, that causes pain and inflammation of tissue, that runs across the bottom of your foot and connects your heel bone to your toes.<\/p>\n

She\u2019s researching the topic on Google and found the site HeelThatPain.com<\/p>\n

There are some trustmarks in the top header of the site, that include endorsements from professional basketball athletes. Sarah doesn\u2019t quite make the connection, since she sees plantar fasciitis as a sedentary condition since her husband is not a very active guy.<\/p>\n

But then she notices the clinically proven results and the U.S. patent icon and is willing to continue to read and scroll further.<\/p>\n

In my humble opinion the clinically proven results icon lacks a great deal of proof, you essentially have to take their word for it, at least at this stage of the sales conversation. This is something they should test.<\/p>\n

Trustmarks are one way to accelerate trust and move a prospect along the path to build enough accelerated trust in order to buy.<\/p>\n

Sarah continues to read the home page of the site. There is some very informative information, but more importantly there are testimonials on the page as well.<\/p>\n

Testimonials are also a bridge to a step on the accelerated trust journey.<\/p>\n

Knowing that other people trusted this product in the past is helpful to take another step towards a purchase. This is the most basic form of social-proof there is.<\/p>\n

Throw on top of that a good strong risk reversals, better know as a guaranteed you have elements that enable your visitor to quickly move to a level of trust that\u2019s just enough to make a purchase decision. Not a deep level of trust. That takes more time and happens slowly, but just enough to nudge the visitor toward trust by deferring their judgement of a poor decision.<\/p>\n

literally the rational perspective says, if this decision is a a poor one, then we can always reverse that by claiming the guarantee.<\/p>\n

So what happens is, the customer puts off the thought of this purchase being a bad decision, deciding to think about that later, literally 30, or 90 days from now whatever the guarantee period is, in order to take one more micro-step towards trust and decide to buy.<\/p>\n

But all these fast elements work together to build trust quickly at a very superficial level and that\u2019s why trust online is build first fast then slow.<\/p>\n

What does this all mean for the online health marketer?<\/h2>\n

Leveraging trust to sell health products is vital to making an impact on your business and the lifetime value of your customer. However, the level of trust that a visitor starts with is different for every market and every type of traffic.<\/p>\n

Understanding the marketplace level of trust is key to selling more online. Without a full understanding of the market place trust and without specifically designing optimization split-tests for trust, in the health market online, you can\u2019t get traction.<\/p>\n\n

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\"\"<\/figure>\n<\/div>\n\n\n

Breakthrough The Supplement Revenue Ceiling<\/strong><\/p>\n\n\n\n

This diagnostic reveals the specific bottlenecks limiting your supplement brand’s revenue growth and provides a clear optimization pathway for breakthrough.<\/p>\n\n\n\n

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GET YOUR DIAGNOSTIC<\/a><\/div>\n<\/div>\n\n\n\n
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\"Health<\/a><\/figure>\n<\/div>\n\n\n\n
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Listen to the Health Supplement Business Mastery Podcast<\/a> for for dietary supplement entrepreneurs and marketers. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
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\"Listen<\/a><\/figure>\n<\/div>\n\n\n\n
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\"Listen<\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Trust is even more important when buying a product that you ingest like organic, non-GMO food or a natural health supplement or a diet or exercise product or health device where a customer must take action on in order to get the benefit. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,43],"tags":[7,44],"class_list":["post-1665","post","type-post","status-publish","format-standard","hentry","category-conversion-rate-optimization","category-health-marketing","tag-conversion-rate-optimization-2","tag-health-marketing","entry"],"yoast_head":"\nLeverage Trust To Sell More Natural Health Products Online<\/title>\n<meta name=\"description\" content=\"Trust is even more important when buying a product that you ingest like organic, non-GMO food or a natural health supplement or a diet or exercise product or health device where a customer must take 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