What Causes People to Lose Trust in Your Brand
For a typical small business website, 75% of traffic comes from search engines such as Google. This makes a user’s first impression even more critical. A user is presented with a choice of links, chooses your website, and the scrutiny begins. If they don’t like or find what they want quickly they will leave and most likely, never return.
The lasting effect of first impressions is known to psychologists as the ‘halo effect.’ The halo effect is the persistent bias we hold based upon first impressions. As it relates to your business website there are many things that can irreparably harm your brand resulting in losing the trust of your site visitors. Once a website visitor decides your website and brand are not worthy of trust the likelihood they will return is less than 10%.
According to a recent report from Neustar and the Ponemon Institute online trustworthiness can have a long-lasting effect. Companies such as Target continue to struggle even 18 months after millions of credit card records were stolen.
Studies show that 12 months after a data breach, greater than 50% of people still view the brand negatively. Despite the fact that data breaches happen every day, their impact on brand perception is huge. 27% of consumers says it takes more than a year to regain a positive view of a breached brand. 24% report that even 12+ months later, they continue to view the brand poorly.
Data breaches do happen. But they are far from the top of the list when it comes to loss of trust.
Consumers say content errors and inaccuracies are the top issues that make them distrust a company’s website.
The report was based on data from a survey of 750 adults living in the United States (52% women; 48% men).
91% of respondents say they do not trust websites that contain errors and inaccuracies.
Website unavailability is the next red flag for website visitors with 88% reporting they do not trust websites that frequently go down.
Five other factors that inspire mistrust: authentication that appears too easy (75% of respondents do not trust), long load times (67%), previous data breaches (63%), a lack of security safeguards (55%), and a reliance on only passwords for identification (31%).
ONLY 2 CHANCES TO CONNECT
61% of consumers are willing to give a website that goes offline two chances before giving up.
CONSUMERS GIVE UP QUICKLY
80% are most likely to discontinue using unavailable financial sites.
ALSO ABANDONED FAST
59% are most likely to abandon unavailable retail sites[/mks_one_half]
CONSUMERS ARE MORE FORGIVING
58% are likely to continue using government sites despite problems with downtime.
SOCIAL MEDIA SITES:
DATA IS CONFLICTING
Though only 6% of visitors will wait an extra 5 seconds for social media pages to load (placing these sites last in consumer patience), 56% are willing to give unavailable social sites more chances in the future. [/mks_one_half]
The time and effort a business expends in marketing efforts can be large. Making the necessary changes to one’s website to ensure it represents your brand professionally is time and money well spent.