{"id":110082,"date":"2024-12-07T21:15:49","date_gmt":"2024-12-08T05:15:49","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=110082"},"modified":"2025-05-15T11:47:46","modified_gmt":"2025-05-15T18:47:46","slug":"user-trust","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/user-trust\/","title":{"rendered":"How to Build User Trust on Your SaaS Website"},"content":{"rendered":"\n

Are B2B buyers cowards? That is the question research from Forrester<\/a> hoped to answer earlier this year.<\/p>\n\n\n\n

Ultimately, the buyers aren\u2019t cowardly; they are rational and thorough in their decision-making. Forrester reported that \u201can astonishing 43% of B2B buyers admitted that they make defensive purchase decisions more than 70% of the time,\u201d meaning that less than 30% of B2B buyers are risk-tolerant.<\/p>\n\n\n\n

And it makes sense. They are on the hook with their company and colleagues regarding the spending. In many cases, the purchase also has a direct effect on how they do their job day-to-day.<\/p>\n\n\n\n

So, this raises the question of how B2B companies, like SaaS tools, can bridge the gap between risk-averse and purchase. The answer is trust.<\/p>\n\n\n\n

There is plenty we could go into on the theory and psychology of trust-building, but instead, I\u2019d like to focus on the actionable. Specifically, one great lever SaaS companies can use to build trust with their users is website optimization.<\/p>\n\n\n\n

Read on to learn:<\/p>\n\n\n\n