O'Reilly logo

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Lack of Trust and Credibility

Why should I trust you?

Human beings are social creatures who seek out companionship and relationships. Our map of reality can be viewed as a series of concentric circles, with those we trust most in the center and those we know and trust less further out.

We crave trust. Without it, we would be consigned to a world where we must examine everyone’s actions with suspicion and assume they are working only for their purposes and not ours. Because of the sheer number of social interactions we have with complete strangers, we must extend some trust. Otherwise, many acts, both small and momentous, simply could not happen at all.

Even with total strangers in the “real world,” we at least have their appearance and body ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required