Do privacy guarantees help or hurt sales?
Picture this: someone’s on your site, ready to sign up or make a purchase. Boom! They hit a privacy notice that reads like a law school textbook. Yeah… they’re out. 😬
So, how do you keep your conversions up while still being upfront about privacy? Keep it simple, casual, and a bit friendly. No one needs to feel like they’re signing up for national security clearance.
TL;DR 🎯
Here's the gist: Show privacy notices that are discreet (like a small link to your privacy policy) or friendly and informal (“We care about your privacy!”). Avoid the legal jargon that sounds like a defense lawyer's opening statement. Unless you've just had a data breach and people already have trust issues with you.
Research shows that when privacy notices are too formal or legalese-heavy, people feel more vulnerable. And guess what? Vulnerable people don't buy as much.
Why this works 🤔
People generally trust a business until given a reason not to. So, a big, scary privacy notice saying you’re protecting their data can sometimes do the exact opposite of what you intend—it raises red flags when there were none. The truth is, most folks just assume their data is safe unless you scream otherwise. So keep the trust train rolling by being straightforward and chill about it.
What the data says 📊
Here's where the science kicks in:
- In a series of six experiments, fintech company Borrowell saw a 4.6% higher signup rate when they just linked to their privacy notice instead of detailing every safeguard on the first page of their form. Less stress, more signups.
- Another study found that people were 12.4% more likely to buy from a retailer that didn't mention privacy policy at checkout vs. when they included a formal mention. But just adding a friendly, “WE CARE about protecting your privacy!” at the start bumped that number to 27.6%. More warmth = more trust = more sales.
Quick tips to apply ✅
Here’s what you can do to keep those signups and sales rolling in:
- Check your privacy notices: Do an audit. Are they low-key and approachable, or do they sound like a court order? Make adjustments as needed.
- Make it friendly: Use language like “We care about your privacy” or “Your data is safe with us, no worries.” Keep it real, keep it simple.
- Keep it discreet: Place your privacy link subtly on key pages—like the footer, next to the “Submit” button, or at the bottom of the signup form.
- Test, test, test: You know the drill. Run A/B tests to see which version converts better. Every audience is different, so find what clicks with yours.
Final thoughts 💡
Your customers are trusting you with their data. Don’t overdo it with the legal jargon unless you absolutely have to. Keep it light, keep it friendly, and above all, make it clear you care. Because at the end of the day, trust sells.
Ready to revamp those privacy notices? Go on, give it a shot, and watch those conversions climb!
Catch you next week with another quick tip to level up your marketing game!
Want to learn more? 🤓
If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.
Quote of the week 💬
"Trust grows quietly. Don't scare it away with loud privacy notices."
