Ethos - before you can convince an audience, they have to accept you as credible and as a result will think you are telling the truth.
One of the three fundamentals in being able to persuade your audience according to Aristotle ( see An A to Z of eCRM A is for Ancient Greeks for the other 2)
My take from this is that as a brand, we need to ensure that we don’t pretend to be something that we’re not.
Trust is the cornerstone of eCRM. Once abused it is rarely given again
I think is demonstrated very well in this website test where only 1 image has been changed on the site. Can you spot it?
Trust and credibility were bolstered with the Authorized dealer badge in black and blue.
This resulted in 107% jump in conversions!
Full case study can be seen at the the Visual Website Optimizer site