Trust between brands and customers works like a reciprocal game where both sides take small steps toward each other. A researcher who ran tens of thousands of landing page experiments found that conversion rates depend most on one thing: the call-to-action must match where it actually takes you. Bait-and-switch tactics destroy trust and kill conversions.
Well, should we talk about trust games for a second? Trust games. So here's what it is. Basically, you take a first step, tiptoe into a little area. Somebody else, the other person, tiptoes towards your direction into an area, and you keep stepping a little bit more, a little bit more. See if you can trust each other, see if you can depend on the actions, emotions, thoughts ideas, conversation. And the longer that goes, the longer that streak is in place, the higher trust builds. And that's both with individual people as well as companies. And at the end of the day, that's just brand, right? It's just trust, just how they make you feel. So, yeah, are you doing things that are trustworthy or not? Bait and switch, like clickbait. That's the ultimate non-trust thing on the internet. You say one thing, you go to a different landing page, says something else. And I was checking out this dude who's run thousands, tens of thousands of experiments on the internet with landing pages and calls to action. And the one thing he said, the highest converting thing, not button color, not copy, not anything else. The highest conversion rate, multiple orders of impact above anything else. Was the call to action. If they then go to a different place, it's what they expect. Trust. Like when I see your stuff and I click on it, I can trust that you're gonna give me the thing you tell me you're gonna give me at the other side of it. So yeah, trust games. It's what our human species have been playing for thousands of years, and will continue to. Play for another 1,000 years. And, um, yeah, sometimes you just got to make the first move and, uh, good things will happen. All right, that's it. Have a great one.
