Your visitors are empowered with the ability to access information with the click of a button. You can’t pull a blind-fold over their eyes or manipulate them into anything. They’ll find out the truth with or without you being upfront about what that truth looks like. Being transparent means that you’re being vulnerable, exposing all your wrinkles, scars and bumps, but it also means you’re fully disclosing what makes you better and different.
How can you be completely transparent on your site, you ask? Compare your products and services to the visitor’s other options directly on your site. This will help you build credibility because you’re showing all characteristics and aspects of the product and service you offer, and are willing to display what might be better or worse about competing products and services. Let the visitor then make an educated decision based on this information. After all, the visitor’s main questions are; What’s in it for me? What makes you unique and different from my other options?
If you don’t make the comparison for the visitor, they’ll likely try and make a comparison on their own, and then perhaps the information they find out elsewhere will be skewed in the wrong direction.
Toyota gives us a great example, showing us how to effectively compare their product to their competitors. The screenshots show a compare tool that Toyota features on their site where you’re given the ability to compare a vehicle you’re interested in to all other brands and each model. They even show you the most common competing vehicles to the one you’ve identified. They make it easy for you to compare exactly what you’re looking to compare. They even have various in-depth comparison chart options, where you can choose to compare details on “cost,” “features,” “fuel economy,” etc.
Does anyone have any other great “comparison” examples? What other things can be done to achieve more and better transparency? Let us know. Need help making your online presence more transparent and effective? Let us know.