Unfamiliarity with a brand is more than enough to keep wary consumers from making a purchase. Trust plays a crucial part in converting visitors to customers, particularly for new businesses. Here are ten key steps to making your e-commerce site feel safe enough to transact on.
1. Make It Look Appealing
Do not be stingy and make a cheap looking website, cheap looks unsafe and will cost you business in the long term.
2. Images Are Important
If you do revert to stock images, use images that are as close to being unique as possible and complement with professional photography of your business and team. This will help to distinguish your site from others that might also be using your stock image resource, and show that real people are running your business.
3. Website Content
Having accurate, informed, well-written website copy including company details and product descriptions, shows your visitors that your site’s pages have been put together by actual people.
Any business website must use an analytics service to figure out what parts of their site aren’t working, and why. In order to check if people are not purchasing your products because they do not trust you, check your analytics. An easy sign that visitors do not trust you is when you see in your statistics that they are arriving on your purchase page and leaving. If the bounce rate on an action page is high, that page needs to be revised until visitors are willing to follow through with the decision process that led them there.
5. Contact Details
Making a prominent feature of your business’s real world contact details is a simple but incredibly effective step in building online credibility.
When it comes to the actual transaction, it’s important that your site can reassure visitors that their information will be transferred securely. Invest in establishing secure hypertext transfer protocol (HTTPS) and secure socket layer (SSL) certificates for all transaction pages, and make a point of displaying the logo of your digital security provider for peace of mind. The larger and more trusted the provider, the better.
7. Payment Gateways
Small businesses suffer from having no reputation for first-time customers to rely on, unlike big-brand websites. The only way a small business can truly engender genuine and smart trust from its customers is to openly use big brand e-commerce providers to collect and process credit card details for them. The end result isn’t always the prettiest when a customer is directed to a financial institutions credit-card collection web page, but they always recognise and trust them. For example: Westpac’s ‘PayWay Net’ system, ANZ’s ‘eGate’ system and even PayPal shopping carts.
8. Use Social Media
Having established presences on social media sites like Twitter, LinkedIn and Facebook not only works to boost your brand image, they can also greatly help to convince prospective customers you’re a real business worthy of their transactional trust. Work to build fans, followers and connections, and make an effort to communicate with them.
9. Start A Blog
Similarly, hosting a blog within your website is an excellent method of building trust online.
Testimonials are a valuable method of demonstrating your business is trustworthy.
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