Research Note #07
Why Should I Trust You?
Trust isn't built by saying you're trustworthy. Trust is built by providing evidence. One meta analysis covering more than 69,000 observations found a strong relationship between review quality and purchase intention. People trust businesses that other people trust.
Observation
Let's imagine two websites.
The first says: 'We're trusted experts. We deliver exceptional results. Our customers love us.'
The second says: '⭐⭐⭐⭐⭐ 4.9/5 from 127 reviews. We increased enquiries by 37% within three months.'
Which one feels more believable? One tells. The other proves.
Evidence
This was one of the strongest findings I came across. Again and again, studies found that reviews, credibility signals and trustworthy recommendations had a significant impact on buying behaviour.
One meta analysis covering more than 69,000 observations found a strong relationship between review quality and purchase intention.
Practical Takeaway
Audit your website for trust signals. Are you telling people to trust you, or are you proving it? Replace claims with evidence wherever possible.