Getting people on to your online store needs long standing online marketing techniques like SEO, social media marketing, word of mouth referrals or sometimes even paid to advertise. But that is just half the job done. Converting these visitors into a customer has more science to it than it seems. Just the way you would not like to have a business transaction or a monetary deal with a person who seems suspicious it is very natural for your website visitors to be apprehensive of buying from you if your website seems insecure.
During the buying process, your site visitors will have to give away confidential information like credit card details and home address. And they would decide to drop out of the purchase if they feel insecure. So it is important to make sure that your online store is insecure and it conveys the same to your users. Following are the below guidelines and best practices you can use to instill confidence and faith among your website visitors and greatly enhance your sales and revenue.
According to a research done by University of Warwick
Our decisions to trust people with our money are based more on how they look then how they behave, according to new research from the University of Warwick.
The same holds true with websites. Building a sleek, professional and appealing website is the first important step to instill trust in your potential customers.
Just compare the 2 website screenshots below and you can easily make out that the first web design is more professional and trust worthy.
Secure Sockets Layer provide communication security during the transaction of sensitive information like credit card details on your e-commerce site. SSL certificate from a known vendor will add to your website trust. Once your checkout is SSL certified the link should appear like in the image shown below.
Trust seals are small badges which certify a particular website as safe and secure. Third party trust seals are important for any e-commerce site as it ensures and gives confidence to the user to trust the website he or she is using. According to a research conducted by actual insights, 76 out of 100 people gave up their purchase on a particular website because they didn’t find any security seal from a trusted vendor. The company also made a research to know which were the most trusted safety seals which people trusted and came up with the following results. People have most reassured of safety when they saw the following trust seals on a web page.
- PayPal (29%)
- Verisign (25%)
- McAfee (23%)
- BBB (7%)
- TRUSTe (3%)
Testimonials from real people
Testimonials have been long used by many businesses to gain customer trust. Testimonials give assurance to consumers that real people have bought from the website and the business is transparent and real.
Visible Physical Address
People like to communicate and transact with real businesses rather than websites. Having a physical address mentioned on your online store and making it accessible to your website consumer is important. A simple mention of legit address with a Google map and a working business telephone number will go a long way in establishing trust.
Before making a purchase online on new website customers often read and research more about the company. The about us page can a good place to build transparency and humanize a brand and builds brand likeability. Check the Zappos awesome about us page below –
Have you heard the saying “STOP looking cheap?” Well, not many give value to these words. Every rounding on a button, sloppy CSS alignment, gaudy colors and pixelated product images are few most common sins in web design. Not only these mistakes make the website look bad but it also raises an alarm of danger. The web has been here for last 2 decades and web consumers do have a good idea of how the top sites are better than the rest. Look like one and people will trust your site in an instant.
Call to actions for chat support, visible phone number and social customer proof of service are important. It gives the consumer the answer to all his/her apprehensions and “what if’s”. Homeshop18 has one top right on every page of the website. Something to learn from.
I am not a big fan of Godaddy.com but I like the way it uses a simple human element of charity to build up trust by donating to well know organizations relevant to its target audience like “hope for Haiti”.
Herd behavior is a common trait in any human being. It states that all human beings have an innate tendency to imitate and follow groups in spite of it defies conventional logic or intelligence. Posts which get more shares on social media tend to get shared more because everyone is sharing it. People tend to visit stores or restaurants which are already crowded because of herd behavior. The same psychology can be used to bring in more customers and build trust in your website. On every page of zovi.com, you will see a FaceBook button which shows 100K likes for the page. The herd behavior in humans says, “100K people like Zovi, it must be good.”
Detailed Cost Breakup
Detailed costs break ups helps your customer understand what he is paying money. If a customer pays for a price higher than he expected then he may feel cheated and may never get back to your online store. Detailed cost breakup will also instill confidence in the consumer as you are being transparent and fair in the transaction.
Macy’s does it well with cost break up by mentioning customs duty cost and shipping costs in the final receipt. Check the image below.
Hassle Free Browsing
According to Econsultancy / Toluna survey, 25% of the users considered a website to be unworthy of trust if the website was slow or had errors. Broken links, typos, bad usability can hurt a website’s trust and hence must be avoided in all cases.
Building a trust worthy website is the first step to conquering customer fears in e-commerce and often forms a solid foundation for optimizing your site for conversions.