Using Logos to Inspire Trust from Your Visitors
In the real world, you’re much more likely to buy from a store if it was recommended by someone you trust. In the same way, visitors to your site are looking for signs that they can trust you. The more they trust you, the more likely they are to do what you want them to do — make a purchase, sign up for your newsletter, etc. — so inspiring trust is essential.
One of the easiest ways to do that is with logos, and there are two categories of logos that help your visitors to trust you.
The first type is seals from companies like VeriSign, TRUSTe, Better Business Bureau and Hacker Safe. These companies certify different aspects of your business to assure your visitors that you can be trusted.
The second type is logos of sites who have mentioned yours in some way. When you include these logos under a header like “Featured On” or “As Seen On,” visitors see these as endorsements of your site — and the more prominent the endorser, the more trust is conveyed.
And in most cases, the simple presence of the logo is all that matters. I’ve seen conversion rates jump 30% with just one good logo, and surprisingly virtually no one follows the link to see what they actually said about you.
Getting several certifications could cost you a few thousand every year, but if you’re making $5,000 a month and can increase your conversion rate by 30% or more, that investment returns itself many times over.
Dave Jones
March 18, 2008
at 12:29 pm
If a program is advertised through PPC, You Tube, etc..
Can you put their logo on your website saying “As Seen On” and show the logos?
or
Do you need permission to put their logo on your site that way?
Thank you.
Shane
March 19, 2008
at 9:00 am
You can certainly get creative with what logos you use, and as long as you’re communicating truthfully, there shouldn’t be any problem with using the logos of sites you’ve showed up on.
If you use PPC (through someone like Quigo) to show up on ESPN.com, though, while you were technically “seen on” ESPN.com, that’s clearly not what “as seen on” communicates to anyone who sees it. I would be very hesitant to do that since not only would it ruin your credibility should anyone decide to fact-check you, you could also incur undesired focus from people who could make things very uncomfortable for you.
Not only would I not try to get as close to the line without going over as I could, I’d stay comfortably on the safe side of the line. Obviously the web is full of people who have no qualms playing a lot more loose, though.
Cliff Savage
December 11, 2008
at 3:25 pm
What if you advertised in print media and then claimed “as seen on” Forbes magazine. This what the “As seen on TV” say, they advertised.
Shane
December 11, 2008
at 3:38 pm
Same logic applies here as it does to the PPC question above. It’s technically true, but it’s different from the impression you’re (intentionally) giving your visitors.