Contact Information Builds Trust
Posted by: Chad in Internet Marketing, Testing & Tracking, Test Results, CopywritingMy multivariate test is still on going but one section has quickly reached statistical validity.
That section is the Contact Information. A little line at the bottom of my copy that says something like:
“If you have any questions please email me at: email@address.com”
The test was to see what effect removing it would have.
Why did this one section become statistically valid so much quicker than all the others?
Because removing it had such a huge effect on my conversion rate.
How much?
Removing the contact information reduced sales by over 300%!
I knew it would hurt sales, but I had no idea it hurt them that much.
You may be thinking “why would he test something he knew would hurt his sales?”
Because I wanted to quickly find out how important this part of my copy was.
Now that I know this is a very important part of my copy, I will test a much more helpful, visible, and easy to use version.
I believe this is an important part of building trust and my past experience tells me that trust is huge.
By making the customer feel like they can get help should they run into any problems, you build trust and make them feel more comfortable about buying.
Take note of these results and start testing different ways to build trust in your copy.
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