The following note is taken from an UIE seminar presented by Steph Hay.
- Users are skeptical: So how do we build trust with them?
- Build Trust First: Trust makes users happy.
- Gaining trust takes time: This is why it’s so valuable
- Building trust isn’t easy: It’s not really free, either.
- Building trust is awesome because it costs time and energy.
- Trust comes from setting realistic expectations, then meeting them: Over and over again to infinite and beyond.
Set real expectations
Using words people actually say
You’re real. People trust real.
4 techniques for writing real-person content
- Test message in AdWords: Write user-oriented messages to test for clicks (nor conversions)
- Specific: “Eating out too much? Learn how to budget”
- Generic: “Know your finances. Save money. Worry less.”
- Embrace the unsexy words used in organic searches: Being found isn’t about selling or educating or being clever—it’s about being found
- Toutapp: Write your Sales Email faster & know what happens after you hit “Send.”
- Look at entry points and top content in Google Analytics: Write more of what visitors are looking at…be proactive
- Tealet found that its blog posts draws customers.
- The mom test: Your personal bullshit meter
- If you’d feel like a tool saying it to your mom, you probably sound like a tool.
4 techniques for meeting expectations
- Don’t be abrupt: Be helpful even when you fail. After all, you set their expectations in the first place.
- Make your forms fail-proof: Be explicit in microcopy and specific in validations so the user always “wins” upon submit.
- Anticipate the gaps: Sweating the details of error messages or 404 pages shows
you’re there even when stuff goes wrong.
- Ask users two questions:
- Why did you [sign up]?
- Why [do] you keep coming back?