How to Earn the Trust of Online Shoppers
It’s been called the one universal truth in all of eCommerce: if you can’t earn a shopper’s trust, you certainly won’t earn their business.
It’s no secret that establishing an online business is a vastly time consuming and expensive process. But regardless of how many resources you pour into your enterprise, all will be for naught if consumer trust isn’t secured.
So how can you establish something as serious as trust in the crowded and impersonal realm of eCommerce? Actually, it’s not that difficult.
1. Make a Great First Impression
Making a good first impression is critically important in life. It’s also important in eCommerce. By designing and maintaining an attractive website, you communicate your company’s respect to customers. From template to color scheme, customizing the site to the tastes of your targeted customer is one of the simplest but most imperative components of trust-building.
2. Be Visual
40 million images are uploaded to Instagram every day. In the age of social media, photos are just as easy to share as they are to take. Understandably, consumers love visuals, and for that reason, your website should feature plenty of them. From images of your place of business to candid shots of you or your employees at work, trust develops when consumers feel a personal connection to your brand. And photos can be a powerful aid in that effort.
3. Don’t Fool with Fake Reviews
Countless new and established businesses publish fabricated reviews from almost completely anonymous customers. Not only are most of these reviews transparently contrived, they’re also offensive to the intelligence of online shoppers. If you want to build trust, publish only legitimate reviews from customers willing to reveal their full names and, ideally, one of their social media profile pages.
4. Be Transparent and Accessible
If a potential customer has a question, an answer should be easy to find or quick to obtain. Make your email, phone number, mailing address, or social media profiles as simple to find as the prices of your products. A disconnection from open channels of communication is detrimental to trust-building in eCommerce.
5. Talk Up Your Top of The Line Security
Today’s online shoppers are more conscience than ever about the security of websites they patronize. Understandably, consumers have no appetite for risk. So, if you accept credit cards online, your website must not appear to present danger. Fortunately, securing enough trust to reach a transaction is as easy as touting the credibility of the payment gateway you’ve selected to process credit card payments. By informing shoppers on your site, for example, that payments are processed by North American Bancard – a well-known, secure, and reliable service provider – you can effectively piggyback on NAB’s sterling reputation in credit card processing. Any lingering worries about security will quickly fade away.
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