Easy Ways to Make your Store More Trustworthy
Trust is everything.
Without it, people won’t even consider purchasing your products. But here’s the problem: Trust is hard to build.
And to make matters worse, it’s especially difficult to build online. Without genuine, face-to-face interaction, you have to rely on your retail website and social media to build trust instead.
The holiday shopping season is fast approaching – faster than usual this year as Amazon’s oddly timed October Prime Day is shaking up traditional buying windows considerably.
So how can you set up your website to effectively build trust and increase sales? Here are some fairly simple strategies to start using today.
Sweat the Small Stuff
Make sure to pay careful attention to the little things that erode trust on an e-commerce website, things such as:
- Pages which load too slowly
- Broken links
- Errors in spelling and grammar
- A cluttered, messy interface
- Unprofessional pictures and low quality graphics
- Confusing shipping information
These issues may seem minor, but they build a sense of anxiety in consumers, erode trust, and ultimately, affect rates of conversion.
Do any of these problems exist on your website?
Get critical and look to smooth out seemingly tiny issues. Better still, ask other people to take a look for you with a more critical eye. Then, get to work.
If your store loads slowly, for example, use a tool like Google’s PageSpeed Insights to improve the speed. You can also make sure your images are fully optimized and not slowing your store down by using an app like Image Optimizer and use a tool like Grammarly to find spelling and grammar errors you missed. To find broken links fast, Dead Link Checker is an excellent fast – and free – tool.
Reassure Visitors That You Take Security Seriously
Cybersecurity is a massive issue in e-commerce and always has been. Information leaks and hacks can expose the consumer’s personal and financial details, which can lead to theft, fraud, or even stolen identities. So it’s no surprise that 95 percent of Americans are concerned about how companies use their data.
As a result, before they purchase items from your store, buyers must trust your website enough to feel okay about potentially exposing themselves to these risks.
So how can you put shoppers at ease?
To start, make sure you’re using a payment system which is genuinely secure and that will be familiar to visitors, such as Stripe, PayPal, or Apple Pay. Then, be sure to highlight the use of these trusted brands.
Next, use an app like McAfee Secure to automatically scan your site for malware, viruses, and other malicious activities. Then, you can display the McAfee Secure badge to show visitors your site is secure.
Emphasize Your Great Return Policy
Acrobats like safety nets. Customers like great return policies.
A great return policy removes the risk that customers take when purchasing your products. If they don’t like it? No big deal. If it breaks? No big deal.
Plus, generous and transparent return policies inspire confidence.
They say, “We’re so confident that you’ll love our products that if you don’t, you can return them at any time ”
So create a return policy to be proud of. Then, make sure it’s displayed prominently throughout your website so that any visitor is instantly aware of it.
Provide Detailed and Accurate Product Information
In a physical store, shoppers can pick items up, inspect them, try them on, and even ask the sales assistant questions. Online, it’s just not possible to do that.
To make up for this, you need to make sure you provide detailed and accurate information about your products. You should also include plenty of great product photos.
Ideally, you could also create product videos that showcase the features and benefits on offer.
Basically, if there’s something a potential customer might want to know, it should be included on your product page.
Showcase Your Social Proof
Social proof is a term that was by coined by marketing psychologist Dr. Robert Cialdini in his book, Influence. It refers to the simple fact that people are influenced by other people’s opinions and actions.
Reviews and testimonials are the purest forms of social proof. And customers not only take notice of them, they trust them too. 80% of consumers told Google they relied on online reviews as much as they did recommendations from family and friends. So ensuring that your great reviews are clearly displayed is another must, not just to build trust but to prompt more purchases as well!