As I mentioned in my introductory blog post one of the major hurdles that online retailers (particularly those who are starting up an entirely new brand) will face is in gaining the trust of their potential customers. Online shoppers are inherently suspicious due to the potential for credit card fraud that the internet provides, and in order to prove successful in the marketplace it is imperative that the retailer gains the customer’s trust. In this article I’m going to look into a few ways that you can tweak your website to help demonstrate to potential customers that you are a trustworthy online business.
Allow Customer Interaction
One of the best ways to persuade new customers that your company is reputable is to allow customers to leave feedback, testimonials and comments on your website. Although this isn’t ideal for brand new companies (who don’t already have customers regularly visiting their website) it becomes increasingly valuable as time goes on and should be implemented as soon as possible.
Many online businesses avoid allowing customer feedback as there is the potential for negative comments; I feel that this is a mistake however. Most customers are aware that even at the greatest company something can occasionally go wrong and, instead of removing/censoring negative feedback, responding to it in a calm and mature fashion can actually positively reflect on your business.
Provide Extensive Contact Information
One thing that can put customers off a website is if there is no easy way to contact the company directly. Alongside the standard email address or contact form (which many consumers view as impersonal) you should also provide a phone number. Nowadays you can also offer customers the ability to contact you either via a live webchat or through skype. The easier that a customer feels it will be to get in contact with you should the need arise the more confidence they are likely to have in your brand.
Offer Guarantees
One way for new companies to inspire trust in their services is to offer guarantees. One good example is the online games retailer shopto.net who guarantees to get new games to customers by release day or they will offer a discount coupon for their next purchase. This demonstrates to consumers that the company places trust in their packaging, dispatch and delivery system and in turn inspires confidence from them.
Don’t be Afraid to Boast
Where possible you should keep a section on your website devoted to your brand in the press. If any articles are published about your company, or if you are given any accolades, mention it on the site. If customers see positive feedback for your company that originates from sources they deem reputable it will definitely reflect positively on your brand.
Emphasise Security
The most important place that you need to ensure a customers trust is during the checkout process. Online shoppers are often wary of parting with their credit/debit card information over the internet so it is absolutely vital that your payment gateway is completely secure and that this is explained to the customer. The best approach when setting up a checkout is to employ a recognised payment service provider; if a customer recognises the payment service provider as reputable their level of trust in the business will automatically improve and they will feel far more comfortable making the purchase.
Hopefully these tips will help you to improve your website and increase your sales. What is it that can ruin your trust in an online retailer? Do you have any advice that you would offer to businesses beginning to venture online?
One of the biggest differences between high street shoppers and those shopping online is in the level of involvement. While a number of people will walk around a town centre simply browsing stores without actually buying anything, the majority of people will have made the trip for a reason and be planning to make purchases.
