With global expansion comes many challenges, including
building trust among consumers from diverse cultures that speak a wide variety
of languages. Any successful B2B or B2C relationship is built on trust. With
many more interactions and transactions occurring online without ever meeting
face-to-face, establishing trust becomes even harder but also even more
important.
ExtraDigital understand the importance of trust both between
us and our clients, and between our clients and their customers. That’s why we
strive to help businesses build trust with consumers on whatever scale suits
their needs. But what can YOU do to help? Something we’ve found in our 20 years
in business is the importance of security and trust seals.
In this blog, we will focus primarily on security and
trust seals for websites.
What are security and trust seals?
Security and trust seals are visual indicators you can use
to reassure consumers about the safety and reliability of your brand’s website.
This says to customers “our website is secure, your personal information is
protected, and our transactions are conducted safely”. For multilingual
businesses, these marks can resonate with diverse audiences.
How can they help?
Universal understanding
Cyber security is an essential consideration for both
businesses and consumers. Rightly so, with the dramatic increase in
cyber-attacks in recent years. The Norton Secured Seal is recognised across
many languages and cultures, offering peace of mind to website visitors by
showing that a website is scanned daily for malware and other forms of
vulnerabilities.
Cultural sensitivity
Cultural sensitivity is a widely discussed topic in the
marketing world. Different cultures are likely to have different approaches to
conducting business online, such as online shopping. In Japan, the “eCommerce
Trust Mark” can only be issued by the Ministry of Economy, Trade and Industry
(METI), therefore holding significant weight.
By understanding these cultural differences, you can select
trust seals that are most relevant for each country in which you operate.
Enhance your credibility
Trust seals act as a non-biased third-party endorsement that
lends credibility to your brand name and your dedication to security and
reliability. In the U.S., the Better Business Bureau (also known as the BBB)
issue a widely-recognised Accredited Business Seal to represent a business that
stands for its core values of trust and integrity.
Legal compliance
The General Data Protection Regulation (GDPR) is a very
important piece of legislation for companies operating in the European Union
(EU). By displaying this seal on your website, you are assuring European
consumers that their data rights are respected, so not only does this build
consumers’ trust in your brand, but it also helps you avoid any tricky legal
situations.
Impact of your bottom line
Studies have consistently shown that websites displaying
trust seals experience higher conversion rates. Like the Norton Secured Seal, the
McAfee SECURE trustmark indicates a secure website, but it also offers a
$100,000 protection plan in the event of a data breach, to provide consumers
with extra assurance.
Conclusion
We work with multilingual businesses by providing the right
strategies and support for them. Our team of experts can easily integrate
security and trust seals into our clients’ websites as best practice.
Want to incorporate relevant security and trust seals
into your website? Contact ExtraDigital today!
