How To Build Trust on Your E-Commerce Site
Reputation is everything. Customers shop because of connection and consistency, from retailers that show an in-depth understanding of their issues and deliver the results that they’re looking for.
That’s the key to return customers and referrals.
As a business owner, there are simple ways to establish a trustworthy online presence that invites more visitors and ultimately more sales.
But you have to know what barriers you’re dealing with first.
You can have the best product in the world but the advertised value will always pale in comparison to how you’re perceived.
And while you can’t control everything that happens on the Internet, you can provide sign posts that let customers know you are concerned about providing them with the best web experience possible.
1. MAKE IT PERSONAL
When shopping online, you have to be able to microwave the relationship in the few seconds that customers linger on-site before making the decision to explore more or leave.
By addressing the customer directly or a specific situation that they can relate to, you command their attention and compel them to stick around.
2. PROVIDE A POINT OF CONTACT
People innately want to hedge their bets.
Shoppers are always fraught with “what if…” and the worst thing you can do is lead them to an anonymous contact form. Having a direct email, phone line or address (with a map) on your site goes a long way in building confidence and credibility.
Remember: tension creates barriers, comfort removes them.
3. DISPLAY TESTIMONIALS & REVIEWS
Offering the opinions of people outside the company adds legitimacy to the effectiveness of your product.
Testimonials should denote the difference in the ‘before’ and ‘after’ states of the purchase that make your product something worth considering.
Glittering generalities make the testimonial seem detached. And again customers look for connection and consistency. Adding detail will be most compelling.
Reviews can be good or bad but they add in a level of honesty that makes your product more relatable.
If confronted with a negative review, display it and respond with a resolution that fits the customers’ needs. Addressing it publicly shows interested shoppers that you can be trusted, even if something happens to go wrong.
4. INCLUDE SITE BADGES
A third party vouch is another way to elicit that inherent trust.
Badges are a common type of endorsement which indicate a safe shopping destination. These can include Bizrate, Trustwave, and Google Trusted Stores.
You can also add badges from trusted payment processing companies like PayPal.
5. ADDRESS RISK AVERSION
There is an inherent risk in shopping online.
Offering money back guarantees, price matching, or even free shipping help to balance that risk and place some on the retailer, so that the customer isn’t assuming the full burden of commitment.
6. BE TRANSPARENT
Just make sure that they’re easy to find. Customers may not read them but the assurance of their presence makes the experience more secure.