How Many Testimonials Build the Perfect Amount of Trust?

March 18, 2016

By Jordan Ashton

StreetText Airbnb Testimonials

How Many Testimonials Build the Perfect Amount of Trust?

March 18, 2016

By Jordan Ashton

StreetText Airbnb Testimonials

How Many Testimonials Build the Perfect Amount of Trust?

March 18, 2016

By Jordan Ashton

StreetText Airbnb Testimonials

Joe Gebbia of Airbnb was recently featured on TED.

He was sharing how important creating trust is to the success of Airbnb.

If you think about it, you are renting your home to a complete stranger.

And that is unsettling.

Airbnb has mastered this initial problem with a perfect solution.

Create the right amount of Trust in both perception and communication.

 

They joined with Standford to do a study of Trust, and what they found is people trust others that are most similar to themselves, no big suprise there.

And as people differ from you, you begin to trust them less and less.

StreetText Airbnb

What might not be apparent is when a lead comes in, there is a huge gap in trust.

The lead does not idenify with you as “similar to themselves”.

The study started to test how many testimonials it would take to build trust.

As you can see on the slide below, having one to three testimonials does nothing to build much trust.

StreetText Airbnb 1-3months

However, when you have ten testimonials on your site visible for the lead or prospect to see you build more trust than if the person was most like you.

StreetText Airbnb Testimonials

Airbnb also realized however that communication with the lead was also critical.

Sending too much information could decrease trust, and sending not enough information didn’t build any trust.

StreetText Airbnb Bell curve

For example, in the case of Airbnb if you said “Yo, I want to rent your place” it does little to build any trust.

Alternatively if you said “Love your place…..my mom is sick so she may or may not come…blah blah blah” It lowers trust.

They found that by helping in the communication process by suggesting what to say, increased trust significantly.

If you would like to download an email on how to encourage your clients to leave you testimonials, and the best way we have found to build trust. Just enter your email and we will send this to you.

Click Here to Download

CTA Blog Button

Share
Share on twitter
Twitter
Share on facebook
Facebook
Share on linkedin
LinkedIn
Share on email
Email

StreetText makes advertising on Facebook & Instagram easy. Tap into new leads, be everywhere with remarketing, and exponentially grow your business 🚀

2 Responses

  1. In the video building trust you said I should contact you to learn your techniques to build trust. So I am reaching out for more information. I am a new street text subscriber. Thanks

    1. Hi Holly, Welcome to StreetText. Excited to have you as a subscriber. Will share some content with you about building trust. Also, stay tuned, as it is such an important part of nurturing we will be posting some more articles on that topic. Have a great day.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Article

Related Articles

AllMarketing TipsTutorialsCase Studies
What is Remarketing

What is remarketing?

November 7, 2023

Remarketing refers to engaging audiences who have already interacted with your brand, to encourage them to take a desired action that...

Read More
visual video ad metrics and StreetText product release

StreetText Product Release Updates

November 6, 2023

Monthly Product Updates: October 2023 Edition The team has been hard at work writing code to make your life even...

Read More
Video ads with StreetText

Why we love Video ads in StreetText

October 17, 2023

StreetText just made it easier than ever to upload and launch video ads to Facebook and Instagram. Here’s a quick...

Read More

Related Articles

Features

🎄 12 Days of Features

It’s that festive season… and what better way to celebrate and share the joy than 12 days of new feature releases. Our engineering and product

Read More »
What is Remarketing
Marketing Tips

What is remarketing?

Remarketing refers to engaging audiences who have already interacted with your brand, to encourage them to take a desired action that may interest them, such as

Read More »

Meet more home sellers and buyers with StreetText.

Digitally doorknock with Facebook ads that connect.

Meet more home sellers and buyers with StreetText.

Digitally doorknock with Facebook ads that connect.

Grow your business with StreetText.

Digitally doorknock with Facebook ads that connect.