Bulls n Bears Entrepreneurship Zone :: 10 ways to help consumers trust your e-commerce brand

[Bulls n Bears]

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It can take a matter of milliseconds for some consumers to decide that your
website doesn’t appeal to them. Others might linger for a whole minute or
two before reaching precisely the same conclusion.

Either way, you’ve lost them. Why is that? Potential reasons could include
anything from cumbersome navigation to an irritating popup that never goes
away. A common denominator is often a failure of trust.

Unfortunately, there’s no magic template that’ll give your website a
guaranteed visit/order/repeat formula. But there is a lot you can do to help
engender trust.

And where there’s trust, there’s trade.


1. Include testimonials


If you receive really good feedback from a happy customer, don’t be bashful
about using it. Three to 10 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.


2. 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.


3. Do what the customer expects


Make it clear to visitors what will happen when they click on tabs, links
and CTAs (calls to action). If you’ve asked people to sign up for a monthly
newsletter, for example, resist the temptation to contact them any more
frequently than that.


4. Put a place to a name


It’s important for customers to know that, although you are an online
business, you have a physical presence. So make sure your ‘About Us’ or
‘Contact Us’ pages include credentials such as a contact number, email
address and, ideally, an actual address.


5. 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 your
own visual identity.


6. Be a safe place for shoppers


Security and privacy issues are hyper important to online shoppers even
with established retailers like Amazon. So it’s mightily important to
reassure customers that their details won’t be used for other purposes.
Publish your customer privacy policy and display your SSL certificate
symbol, and consider using established e-commerce platforms such as Magento
or Shopify.


7. Show off your social


Displaying social media accounts can enhance your e-commerce website’s
credibility. Conversely, an absence of all social media activity is likely
to trigger alarm signals in the minds of potential customers.


8. 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.


9. Get the tone right


If you’re selling medical equipment, you probably don’t want to come across
like a street trader. Similarly, a dry and stuffy tone would be
inappropriate for a website offering bouncy castle rental. It sounds
obvious, but striking the right ‘tone of voice’ is a crucial element of your
brand building. It shouldn’t be something you simply trust to instinct.


10. Don’t overdo talk of ‘trust’


Just as airlines never advertise on the basis of how safe their airplanes
are, you shouldn’t overemphasise the trustworthiness of your business.
Explicit references to your honesty will merely sow seeds of doubt.—
Howwemaditinafrica 



Invest Wisely!

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