Trust is a flimsy concept – now you have it, a misspelling after, you’ve lost it. We’ve all trusted that person just to be disappointed in the end. The same thing goes for eCommerce stores – people want to trust them 100% before buying, and it’s your responsibility to build that trust from the first second on the site and until the parcel arrives safely to the client.
So what are some of the must do’s for your eStore in 2020, a year plagued by, well, fake news, scams, a pandemic, wildfires and a looming global economic crisis?
1. Be as transparent as possible
Transparency makes a business inviting to customers. As an online business, you have literally zero physical presence. The only connect your business can possibly maintain is through a digital medium like social pages and communities.
Hence, the need for business transparency is unusually high. As an online store, you can show you are a transparent business by showing the real people who run the show. Most popular brands have relied on an individual to forge a humane identity for themselves.
Moreover, it is also necessary to have a process that customers can easily understand and reciprocate. For instance,
- How quickly can they cancel an order?
- How long does it take for a refund to take place?
- Explain how will a returned item be picked up?
- Will an exchange be delivered for the returned goods?
These are some places where you can show business transparency in online selling.
2. Correct your grammar
Especially in dropshipping and especially if you sell only one item, you absolutely NEED spot on grammar. Any misspelling will throw off your visitors in no time. There are plenty of Shopify Apps that can help you double check for mistakes, grammarly being one of them.
3. Include testimonials and ratings – but don’t push it
If you receive really good feedback from a happy customer, don’t be bashful about using it. Three to ten words maximum. Include a photo of the person if possible. Celebrity endorsements are harder to come by, but can be worth their virtual weight in gold when it comes to brand trust. Struggling to gain any testimonials? Show you’re open to it and encourage feedback – make sure it’s on the positive side by going the extra mile in your approach to delivery.
Take care not to push it though with too many reviews, especially pulled from Aliexpress! Read here more about the reasons.
Humans are social animals that trust the opinions of others, so we suggest using social proof like customer reviews and recent press to convince visitors of the business’ worth.
Ultimately, the more transparent designers are (this also includes the attribution of stock photos and colophons for content), the more likely we are to trust them as legitimate.
4. Be upfront about charges
Even if a customer has invested a lot of time in choosing a product from your website and is ready to pay, an unexpected charge at the checkout page will make them leave in the blink of an eye. So if there are taxes, packing costs or shipping charges to pay, make this explicit right at the start of the ordering process. Finding the best delivery options for your consumers is essential.
5. Don’t push it, people hate it
It’s exciting to see people visiting your online store. It is quite natural to feel an urge to oversell your products with flashy banner ads and pop-ups. However, such marketing gimmicks when done overly are definitely a turnoff for customers. Keep them simple and subtle. Don’t push it and don’t force customers to turn them down with effort, especially nowadays, when we are easily annoyed with even pressing another X button.
Online advertising, when done in a minimal way, can receive maximum results. Serve your customers with targeted ads that hit their preferences and tastes directly. Such mode of advertising has higher chances of conversion. Also, customers tend to like and trust such websites more.
6. Prove you’ re trustworthy – and your ,products too
When customers buy products from your online store, they expect to be provided with genuine products from legit manufacturers. The biggest threat to customer trust in online selling is finding fake or counterfeit products.
Web retailers like Amazon, eBay, Target, etc. are increasingly migrating to high-def product images, videos, etc. that give customers a detailed view of the product they are interested in.
Further, wherever possible display dealer credentials or genuine product seals that will instil trust in the minds of customers. Check out how ExpressWatches, an online store for high-end watches showcase their genuinity with an authorized dealer site seal.
Can your store deliver genuine products? Can it afford to take back counterfeit products that might creep in? It’s a long way but a surefire way to earn trust if genuine products can be delivered.
This is especially important when you’re dealing with perfumes, jewelry, watches or anything that can protect your life, like helmets and such.
7. A great first impression goes a long way
A good first impression on the design of your site can go a very long way in gaining trust with your client. So make sure everything is spot on on the landing page, as it can make or break the deal.
the website needs to showcase your products in an informative way. That means clear imagery from multiple angles (more on that below) and product descriptions that outline everything a customer might want to know about the product, including care, delivery, returns, and guarantee information.
Of course the site also needs to be fast. Web performance is a hot topic right now, if your client’s site is slower than Amazon, it’ll impact credibility.
8. Be easily reachable – instant messaging goes a long way
According to a study conducted by eConsultancy, 46% of UK customers prefer shopping with online stores that display contact details prominently. Defective goods and customer returns are everyday happenings in the online selling medium. Customers trust those brands more which makes things easy for them to return and get refunds.
To facilitate that, they need to know which is the best way to reach you in case of a query or issue. Display your contact details like customer care number, email, live chat, etc. prominently.
9. Be on social media and be transparent about it
Social media has literally become a part and parcel of our daily. In China, social messaging apps like WeChat do everything from texting to shopping. The bottom line is, as an online store you cannot ignore the need for a steady online presence. Build fast your followers and engage with them; use apps to show your clients how many followers you have on your store.
Moreover, studies by BigCommerce has proven that online stores with a wide-spread social presence enjoy 32% higher average sales than others.
Why do customers trust online stores with a social presence?
- It is easy to communicate using social messengers
- There is a huge community of like-minded users
- Brands cannot ignore queries or complaints raised against them in social circles
- It creates an equal field of mutual discussion for both online stores and customers
One-third of customer refrain from shopping online because they do not trust the safety of their credit card information. This is despite the advent of virtual card numbers and other cyber security measures.
In a way, web security is a huge factor that persuades or repels a customer from online shopping. If your website is protected with an EV SSL certificate, then it will have all the trust signals that customers look for before deciding to take a step inside.
These trust signals that an EV SSL certificate can give include:
- A green address bar and padlock symbol
- Entity/Website owner details in the SSL certificate
- Trust seals/badges to be displayed on the website
11. Avoid that stock-shot look
Search long and hard enough (not to mention pay out enough) and you may find stock photographs that are more-or-less appropriate to your business.
But why not go for a totally unique and authentic look instead? Photographs taken by a professional give you more control and allow you to develop and amplify your own visual identity.
Check out more on the subjects of taking professional photos, cheap, in this article.
12. Offer after-sales reassurance
This includes things like providing online order tracking, email notifications, SMS alerts and delivery confirmations. You should also make it easy for customers to get answers to any post-purchase questions they may have about a product’s operation. And, should they have cause to return a product, shoppers need to know that the process will be quick and painless. Providing great customer service attract consumers back to the site, helping to build a regularly returning customer.
How do YOU build trust in your store? Let us know in the comments.