Marketing Experiments - Reducing Customer Anxiety

Marketing Experiments is an excellent website. I’ve been reading their research and case studies for about 18 months and recommend a subscription (it’s free!).

This is a synopsis of their latest study

“We examine how reducing customer anxiety by matching your site’s appearance to prospects’ preconceptions and expectations increases conversion to sale.”

They then outline 8 ways to reduce customer anxiety and increase conversions.

1. Testimonials (they have good advice on how best to incorporate these)
2. Language and Tone
3. Credibility indicators especially 3^rd party ones
4. Site Ratings
5. Guarantee
6. Other anxiety reducing features such as “about us” and customer support information
7. Page design so that the important elements are along the primary eye path
8. Colours and Themes in keeping with the product and the target market

The full report with details of the case studies used to test each element is here. In the two case studies, the first one yielded a 12.7% higher conversion rate after changes were implemented. The second one had a 70.5% higher conversion rate.