When you’re an online business, customers can’t simply walk up to your counter, shake your hand, have a chat and look you squarely in the eye. You’re probably a very trustworthy individual — but how are your customers to know it? In this post we look at 5 ways to increase customer trust in e-commerce websites.
Therein lies the Achilles’s heel of the ecommerce industry. In a post on eCommerceShot.com, Sagar Dhawan cited a statistic that has been confirmed by 21 other studies: as many as 67.75% of all shopping carts are abandoned before the customer ever completes the sale.
Customer Trust in e-Commerce
Now imagine if you were in a Sainsbury’s, and while having a look about the store. Suddenly, you realize that over 60% of the trolleys where sitting right where the previous shoppers had left them, full of stuff they had already picked out.
Of course, something like that would never really happen in a real store, so why does it happen online?
What if it’s a customer trust issue? They don’t know your company. They can’t see it or walk through the front door; they can’t even look at the package. Even after the customer purchases the item, then it’s going to take several days to arrive at their home.
It’s no wonder why this might be an issue. So here are five ways that you can reassure the customer that your company is worthy of their trust.
1. Show People That You’re an Authority in Your Industry
How does one show signs of achievement? You proudly display your certificates on the wall, of course.
Customers feel quite at ease when they see certain certificates on your ecommerce site. For instance, the usual thought is something along the lines of:
“Ah, this business received an award! They must have done something correctly to have acquired it, and chances are, they might just still be doing it.”
That’s why you should be sure to display your certificates prominently on your website. Some websites place the awards in the sidebar, but others find that displaying awards and honors in the site’s header is better.
2. Provide Them With Free Information About Your Industry
If you can offer them something for free — an educational newsletter, a regularly updated blog with informative articles about your industry, tutorial videos about your products — then your customers will feel a sense of appreciation, and that appreciation will generate loyalty.
Providing the customer with something useful will show that you have an intimate knowledge about what your customers need and want to know.
3. Show Them Your Story
Telling a story about your company, like how it began or what inspired its inception, is a fantastic way of allowing your customers to get to know you. In a way, this narrative will build a relationship with your customer, and all relationships begin with a foundation of trust.
Cyberspace is overflowing with many faceless companies and websites. When you remove the mask by telling the story of your company, then customers will grow to appreciate your company’s genuine nature.
4. Tell Them What Others Have Said About Your Company
Prospective customers will likely trust the word of other customers. This is one reason why user reviews and testimonials are very powerful tools. If your products and services are up to high-quality standards, then your customers can sell your goods for you.
- Be sure to include a testimonial section on your landing page to build trust.
- With each product you sell, provide your customers with an opportunity to fill out a review of the item.
One very easy way to show that others are engaged in your company is to provide social ‘like’ buttons on your site. If you can display a whole host of likes, then you will show customers that a great many others have placed their trust in your company.
A little social media proof can go a long way with ecommerce.
5. Protect Them From the Untrustworthy Criminal
One of the main reasons why customers often feel insecure about shopping online is because they might not feel as if their personal information is safe.
If they get a sense that your website does not provide enough protection against hackers, then it’s likely that they will take their business elsewhere.
There are two fantastic ways to provide protection against hackers that might try to attack your customers’ personal information…
- Provide a feature called an SSL (Secure Socket Layer). This is when you see ‘https’ on the URL bar, rather than just ‘http’.
- Use merchant services that have a track record for safety and security.
It can be tricky to convince online customers that your ecommerce store is trustworthy. By going above and beyond to build trust, you can hope to see more customers following through with their purchases.