Triggers of trust, or 6 ways to gain the trust of customers

Trust triggers that are responsible for stimulating sales

The ability to be persuasive, the ability to convince — is a very important tool in the successful promotion of your business, and in our daily life plays an important role. As in any field of trade, it is important for the owners of sites on the Internet to stimulate sales in such a way as to convince visitors to buy from them, and not from competitors. By visiting your online store, a service resource, the user may be going to make a purchase. This moment is a great opportunity to try to convince you to make this purchase from you.

Here, an important role is played by how good and convincing your offers and messages are, how much they encourage visitors to become buyers. Is it possible to improve the performance of your trust triggers? Anyway, conversion is based on conviction.

Let’s take a closer look at the impact of beliefs on your company’s conversion rate. If we use the explanations of Professor R. Cialdini, a recognized expert in psychology and marketing, then there are 6 business ways to convince visitors to make purchases. We’ll call them trust triggers:

  • interaction,
  • sequence,
  • majority opinion,
  • sympathy,
  • authority,
  • scarcity.


Describing the principle of reciprocity, Professor Cialdini notes that people by their nature willingly respond with kindness to kindness. It is natural for most to treat kindly those who show friendliness.

In practice, the principles of reciprocity are used in Internet commerce very effectively. But it’s not just the product that has value here. Such things as expert evaluation, useful information are also important and valuable in their own way.

By creating a free newsletter and an information page, blog and filling them with high-quality and useful content, you will be able to significantly increase the number of your potential buyers and gradually advance in the ranking of competing companies with you.

It has been noticed that when users visit sites that contain high-quality, verified information, they subconsciously feel gratitude and certain obligations to the company that provided it. Increasingly reinforcing this kind of reciprocity contributes to an increase in conversion.

Discounts, gifts, prizes for asking you to write a review, your attentiveness and quick response to questions, and most importantly criticism and complaints — all this will help attract many new customers and take a higher place in the ranking among rivals.

Sequence of actions

Based on the second principle of adherence to consistency, the professor notes that people prefer to do something much faster after their verbal or written consent. This trait is inherent in most people who subconsciously strive to be consistent, associating their choice with self-esteem.

The principle of consistency involves encouraging the user to enter into a dialogue; offering to do something simple. Hold a contest, offer bonuses or prizes for a small survey. Try not to leave customer emails unanswered, especially their suggestions to improve or change something. Offer a subscription to the newsletter, get him interested in reading your articles or watching an online seminar.

By encouraging the user to such a relationship between you, according to the principle of “consistency”, each subsequent step of the client will be more and more natural and deliberate.

The principle of majority opinion

Acting in various situations when people are not sure of the correctness of the decision they are making, they will subconsciously strive to repeat them after most other people.

According to surveys, 63% of consumers are much more willing to make a purchase if there is a rating of goods and customer reviews about it on the Internet page. Sending out reports on the most popular products is an effective sales promotion.

Such social evidence must be present on your site. They will greatly contribute to the emerging mutual understanding and trust between you and your customers.

Openness based on sympathy

The trigger works as follows: if you find someone attractive, sympathetic, then this contributes to your openness, inspires trust, and you naturally succumb to the influence of such a person.

Based on communication with your audience with existing customers, try to find out what attracts them to your company, what they would like to improve. Try to take these wishes into account as much as possible and put them into practice. Such attitudes and attentiveness to consumers will not fail to arouse their sympathy.


Trigger means that people tend to respect authority, obey authority, even if they don’t like what they are asked or forced to do.

The credibility of your online store will directly depend on the trust of customers, which can be earned by the quality of service, the quality of goods, useful information, innovations that create additional convenience for them. But here it is important to take into account one factor – authority, often, like trust, is difficult to earn, but very easy to lose.


The last of the principles in the list, outlined by Professor R. Cialdini, is called scarcity. Which generally means that the more scarce a product is, the more its value increases and more and more people will want to get it.

Marketers quite often use a similar principle, justifiably believing that a limited quantity of goods, as well as the time of its sale, will increase its price and demand. But this is a double-edged weapon, which is both a strong incentive to make a purchase, and, in case of an error when using the principle, an active counteraction: “I won’t have time to buy the product, or I won’t get it anyway.” You may even be accused of manipulation or your company may be considered unreliable.

The principles of persuasion or triggers of trust are an effective tool for influencing people’s desire, as it clearly takes into account subconscious reactions and psychology of behavior. But it is worth being very careful about its use, so as not to cause the opposite effect.

 KRAB Marketing Agency