Expert explains how to build a strong digital reputation for customer loyalty and conversion in the virtual environment

The reputation of a brand is one of the most determining factors for the success of online sales. In a market where trust is as valuable an asset as the product itself, companies that do not invest in building a solid image lose competitiveness. For Thiago Finch, entrepreneur and CEO of Holding Bilhon, public perception directly influences conversion rates. “If the customer does not feel safe when buying, he simply does not buy.In digital, where there is no physical contact with the product, trust is the biggest differentiator”, he says.

A McKinsey & Company study reinforces this view by pointing out that brands that invest in digital personalization and transparency can increase their revenues by up to 15%. This is due to the fact that consumers prefer more authentic and reliable interactions with the companies from which they buy.

The impact of credibility on the sales funnel

Brand reputation begins to be formed already in the first contact of the customer with the company.Whether through online reviews, recommendations from other consumers or by the consolidated digital presence, trust becomes a filter for purchase decisions.“Having a well-structured website, clear return policies and efficient service are aspects that directly impact the conversion of leads into sales”, he explains Finch.

The expert also warns that the disorganization or lack of coherence in communication can generate noise that drives away consumers. “It is not enough to have a quality product if the user experience does not convey credibility. A website that takes time to load, a complicated checkout or the absence of contact information are factors that compromise the perception of the brand”, he adds.

The power of social proof and evaluation

The influence of other consumers on the purchase decision has never been stronger.A survey by BrightLocal shows that 87% of customers read online reviews before making a purchase.

Thiago Finch's he points out that companies that know how to exploit this dynamic can turn customers into spontaneous promoters of the brand.“A simple and powerful strategy is to encourage positive reviews, respond to comments and use real testimonials from satisfied customers to strengthen trust in the product or service”, he says.

Transparency and authenticity as pillars of the brand

Companies that try to sell an image incompatible with their reality end up being penalized by the market itself. Transparency has become an essential value in the construction of digital brands.Research data “Marketing Trends 2024”, from Deloitte, show that 57% of consumers prefer to buy from companies that demonstrate a clear purpose and values aligned with their own.

For Finch, authenticity and solid branding are strategic assets.“The customer realizes when a brand is being artificial. Companies that communicate in a genuine and transparent way win a more loyal and engaged customer base”, he analyzes.

How to build a strong digital reputation

Thiago Finch highlights some practical actions that entrepreneurs can take to strengthen their brand image in the digital market:

• Content management and online presence: Maintaining active profiles on social networks, publishing relevant content and interacting with the public are fundamental strategies to generate recognition and trust.
• Humanized and fast service: The digital consumer demands agile responses and efficient solutions.Investing in customer support, smart chatbots and well-structured communication channels makes the difference.
• Security and transparency in transactions: Site security certificates, clear exchange and return policies, and simple checkout processes increase reliability and conversion rate.
• Reputation monitoring: Tracking reviews, responding to feedback, and managing the image are essential practices for maintaining credibility and avoiding brand damage.

The future of brands in digital

The trend for the coming years is for consumers to become even more demanding and discerning about the brands they choose to support.“O digital provides easy access to information, which means that any slip-up can have a big impact. Companies that prioritize a relationship of trust with the public will have a competitive advantage”, concludes Finch.

Nowadays, competition grows every day and more, so reputation becomes one of the most valuable factors for the success of a business. Building a reliable brand is not a quick task, but when well structured, it becomes one of the most profitable assets for any online business.