Breach of Trust: conversion killer

Breach of trust

In business, trust is everything. Its symbol is a handshake. Online, your form is that symbolic handshake. It’s the moment a client decides if you can be trusted.

But what if that handshake is dishonest? What if you suddenly change the rules of the game right after? That’s exactly what a breach of trust in a form is. It’s the moment the promise that attracted the client turns out to be a trap, and they feel, quite simply, deceived.

The consequences are devastating. Data shows that over 90% of B2B form abandonments can be caused by unexpected "costs"—and not just financial ones. In B2B, time is just as valuable a currency.

What’s worse, a client who feels "deceived" doesn't just abandon the form. That lead is now completely cold. They won't respond to remarketing because, from their perspective, the contact has simply been burned.

Here are 3 examples of how companies, often unintentionally, destroy the trust of their future clients.

Example 1: The "Free" Resource Trap

• Scenario: You're on a deadline, searching for information. You land on a page with the perfect e-book. A big, beautiful button shouts: "Download the free report!".
• What you expect: A simple trade: I give my email, I get knowledge. I know I'll end up on a mailing list, but that’s a fair price.
• The Breach of Trust: You click, and a form opens up. Required fields: email, phone number, job title, company name, and your shoe size. All mandatory.
• What you're thinking: They tricked me! This isn't an e-book, it's a data trap. This company can't be trusted.
• The Effect: You flee the form, frustrated that you've wasted time and have to keep looking. The company has just lost all credibility in your eyes.

How to avoid this? The rule is simple: be fair. If you only want an email in exchange for an e-book, then only ask for an email. This is the principle of adequacy. Be upfront about what you expect, and let the client decide if it's a fair trade for their time and data.

Example 2: The Free Trial with a “Catch”

• Scenario: You find a tool that solves your problem. You've never heard of it, but it offers: "14 days for free, no strings attached!".
• What you expect: Awesome! I'll test it out, and if it works, I'll recommend it to my team.
• The Breach of Trust: You create an account, but to activate it... you have to enter your credit card details. The terms and conditions state that you'll be charged automatically after 14 days.
• What you're thinking: This isn't a "no strings attached" trial; it's a subscription trap. They tricked me out of my data and now they're hoping I'll forget to cancel. Besides, I don't even have a company credit card. I've wasted my time and gotten nothing.
• The Effect: You abandon the process and never visit that company's website again.

How to avoid this? Practice the principle of transparency. If a trial requires a credit card, state it clearly and upfront. Better yet, don't require a card at all. If your product is good, it will speak for itself. Also, remember that in B2B, the tester isn't always the one who pays. By blocking their access, you lose an ambassador within the company.

Example 3: The Hidden Costs Ambush

• Scenario: You're configuring a software license for 10 users. The price on the page is clear: $500 net per user.
• What you expect: Simple math: 10 x $500 = $5,000 net.
• The Breach of Trust: You proceed to payment, and then... surprise. The price jumps to $7,500 because a "mandatory implementation fee" and an auto-selected "premium support fee" have appeared.
• What you're thinking: They hid the real cost until the last minute, hoping I wouldn't want to back out. What else are they hiding?
• The Effect: You close the page and look for a competitor who doesn't play games.

How to avoid this? Remember the principle of consistency. Your client has a planned and approved budget. By changing the price at the final stage, you put them in an awkward position with their boss. You waste their time and make yourself look like an untrustworthy partner.

How to Build Trust? 4 Simple Rules

Luckily, avoiding these mistakes is easy. You just need to adopt the client's perspective and follow these four rules:

1. Be 100% transparent. Disclose all costs at the beginning, not the end.
2. Make your ask match your offer. To send an e-book, an email is enough. Don't ask for a shoe size.
3. Keep your form consistent with your offer. Don't put your client in an awkward position; it damages your company's credibility.
4. Trust your product. Don't use dirty tricks. If your product is good, the client will gladly pay for it.

Remember, your B2B form is the first real test of your company's character. Make sure that after filling it out, your client thinks, **"Yes, this is a partner I want to do business with."**In business, trust is everything. Its symbol is a handshake. Online, your form is that symbolic handshake. It’s the moment a client decides if you can be trusted.

Find this article interesting? Want us to check if you're unintentionally falling into these same traps? Let us know at contact@formdig.com

Have a wonderfull day!

Marcin Przybyla