Building Trust on the Landing Page for Your Course (Part 1)
The concept of trust is information millennia-old, the process of creating trust online is a fairly modern field of study, but what we do acknowledge is trust is crucial for your site's visitors' chances to become a customer.
The benefits of trust apparent in the following four ways the people who trust you are:
- More likely to sign up for your offer (increased conversions)
- An increased level of enthusiasm to complete the course (improved overall performance)
- The more likely they are to remain or leave (higher levels of retention)
- It is more likely that you will share your story with a person (more and different sources)
All well and good however no one starts by trusting you. You earn it and to earn it, you need to conquer the fears of potential customers. Customers will have questions. Things like "What could be the consequences if this was an unnecessary expenditure of money or time?" "Do I need to share important data?" and "Will I be able to get assistance at the point I need assistance?"
In order to establish confidence, you must be able to prove you are:
- It's secure to do business with.
- You're an knowledgeable expert. You're an authoritative source of expertise.
There are numerous ways to build trust with your customers (and we'll go over specific ones in the coming weeks) but we'll be focusing on your landing page to market your courses.
Your landing page's purpose is to show potential customers how their lives could improve with the program your company offers. As well as showing your reliable and reputable website, it is essential to inform visitors as swiftly as you can to let them know you've got them in the right place to get what they're looking for.
The Five Step Blueprint to creating and selling online courses that sell successfully
Make a 'Message Match' using your Banner
When speaking about yourself as well as your institution, use the technique of the storytelling technique.
Stories are the most efficient method of instantly connecting with the people you want to reach. If you are able to demonstrate that your company or an exceptional customer of yours was able to resolve a issue through you that the lead is currently facing, they're more likely to trust you and your product. Integrity and detail can help build confidence through the telling of stories.
Each story is based on the exact arc as depicted in the next paragraphs:
- Setting the scene & explaining the problem
The first step is to describe yourself or your model to be similar to your potential customers. Tell a story that's similar to the situation they are in to establish your lead as a good prospective candidate for your online training you're providing.
Be clear about the issue and its effects (that you can eliminate).
Example: " When I first began teaching online, I didn't know exactly the things I had to do. There was no way that I considered myself an professional. I was not aware of what instructional design meant as well as unaware of the ins and outs of building confidence with the intended audience. I wasn't able to connect with the person who was the lead and I didn't achieve any sales."
- I'm trying to solve the issue. However, we will eventually arrive at the solution.
Explain the next step you or your character took to start fixing the issue. Be sure to include any time-wasters or errors in this section, as they'll improve the effectiveness of the solution you create (that you're selling currently).
Make sure to be as specific as possible here in order to establish your credibility within the realm of education.
Example: "So, I researched each best practice, then, afterward, compared myself to others who developed courses that worked in their own way, later, I tested my sales techniques on my own landing page, doubling down on what did work.
Yes, I've made several mistakes during the course of my work, however, I've also learned to establish trust with my viewers in the end."
- When the issue was fixed, life continued after the problem
In the end, the problem is gone forever The main character changes to a better place. Then, in the last part of the tale, closing back to an plea for action is essential.
The details of life following the incident should be intriguing as well as substantiated. Screenshots and other images could be utilized here.
Examples: "What I realized was that my prospects were not concerned about whether I had the most beautiful appearance of my offer. People I talked to wanted to know if they would be able to believe in me and change their lives for good and last.
Through ensuring my clients felt secure when they purchase from me, I was able to boost conversion rates with my customers at every stage of their customer's interaction by at least 33%. It was a matter of building trust among my customers. In the future, I'd like to share the information with those who read this blog."
Make use of a guarantee to indicate it's safe to transact with
The benefit of a guarantee is alleviating the concerns your viewers may have regarding investing their time and money consuming your content. Set a time frame to issue a refund (eg. thirty days) and then add an additional note to the pricing details to clarify the terms.
When considering the length of time the refund policy that you are able to implement is a good principle, it should be included the length of time necessary to complete the course plus an extra week or month.
Additionally, the refund policy could be contingent on certain factors including the performance of the program, or a specific commitment of your client to see results by using your service. The conditions could be added to the website's Terms and Conditions of Service or Terms of service policies.
Answer the most common questions with an answer to FAQ
An FAQ is ideal way to respond to questions that your clients may be asking prior to deciding whether or not they want to visit your site. This helps you minimize the risk of a phone call , while also demonstrating the expertise you have in responding to their requests. It is possible to include an FAQ on your landing page , or you can even make an additional page which includes a handful or all of the FAQs you already have on your website.
Look to common questions that you receive from support email or pre-sales calls for inspiration. Also, you can ask questions or surveys to those who have been your customers before to learn what they thought about before buying the course and completing your course online.
Gary Allen is the Product Marketing Manager for the company where he's enthusiastic about developing and marketing fantastic software. He also loves napping, Oxford commas and tweets which mix more than one meme.
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