When shoppers feel uncertain about the brand, the product, or the transaction, they simply click away and go to another store where they feel more at ease and secure. Insecurity loses customers and sales.
Shoppers are not always comfortable providing their credit card and personal information online. Conservative estimates are that online consumers will lose $12 billion to online fraud this year. Lack of consumer trust in online shopping is one of the primary reasons the abandoned cart rate worldwide is close to 70%.
So, how do you make your eCommerce store more trustworthy to all these skeptical folks?
Gaining the trust of online shoppers takes continuous effort and time. We've researched the top five approaches to making shoppers more comfortable with purchasing from your online store. They will help you turn red flags into welcome banners.
Why is Trust In eCommerce So Important?
With so many fraudulent practices online, earning your customer's trust is critical to staying in business. 82% of U.S. shoppers and 75% of global consumers said they would continue to buy from trusted brands.
Shoppers have no face-to-face interaction with online vendors. The concern about shopping online is valid. Consumers are unsure of the product quality, whom to contact if they encounter an issue, and wonder when they will get it. Additionally, providing their personal and financial information to an unfamiliar eCommerce site is worrisome.
Solutions to gaining customer's confidence include new and evolving technology, marketing privacy, and regulatory issues.
Let's review five more ways to build confidence and encourage trust in your eCommerce businesses.
5 Ways to Inspire Trust in eCommerce Online Transactions
Today's savvy customers are more skeptical and cautious than ever. From bait and switch to outright fraud, most people have had at least one negative experience. Here are the ways to make shoppers feel confident when buying from your eCommerce store.
1. Add Security & Trust Signals
One proven method to make your e-commerce site more trustworthy is to add legitimate trust badges and seals. Some examples include:
- SSL (Secure Sockets Layer) certificates
- Payment processor logos
- McAfee and Norton security badges
- Money-back guarantee badges
- Third-party endorsements such as a Better Business Bureau badge.
Trust badges assure shoppers that their sensitive data is protected.
2. Peer Reviews & Social Media
Approximately 70% of customers rely on social proof and reviews before they will commit to a purchase. Psychologically, people feel safer if they know someone else had a positive experience before trying something new. Positive reviews make it more likely others will buy from your store.
Some of the ways you can leverage social proof are:
- Include links to your social channels
- Share user-generated content (UGC)
- Display product reviews
- Link to legitimate review sites about your products or services
- Add real-time user statistics
- Display plenty of product images
Potential customers are more receptive to the positive experiences of real customers rather than generic business claims. 83% of consumers say word-of-mouth or other recommendations make them more likely to buy.
3. Unique Product-Related Displays
Transparency is everything when it comes to gaining consumer trust in online shopping. B2C and B2B customers want all the information they can get about the product, shipping, guarantees, and company information. Be sure to have the following information on your website.
- Product information – Include size and weight specifications, features, size, color, and other options.
- Shipping Information – Provide all available options and cost variables for comparison.
- Display product reviews
- Company Information – A physical address and phone number help establish credibility along with team photos.
- FAQs – A catch-all for guarantees, return policies, warranty, and other relevant information.
Consumers want to know precisely what they're getting when they will get it, and the return policy. Hidden costs, shortages, and shipping surprises can cause abandoned carts.
4. Reassuring Customer Service
The minimum customer service an eCommerce store can provide is a link to a "Contact Us" form on each page. Reply to every message quickly and no longer than 8 hours. A little direct and personal communication goes a long way in soothing an irritated customer.
The best contact solution is 24/7 customer service with a living person. Second place goes to AI chatbots.
To maintain a human connection, be sure to have an About Us page that provides general information about the company and its people.
Build Customer Relationships
Getting new shoppers to do business with you is like dating. They want to know more about you and your business before they pull out a credit card. After all, you are just another stranger until you build a relationship and prove that you are trustworthy.
The first step is to have an About Page that answers buyers' questions about your company. A well-written about page helps customers connect with your brand.
Some tips to creating a better About Us page include:
- A good headline
- Minimal design
- Supporting photos
- Most important info above the fold
Use the About Us page to build a positive image and help eliminate objections. Make a shortlist of customer concerns and how you address them. Consider adding a team photo on your about page to make the site more human and personal.
Blog posts are another way to build relationships. They educate customers about your products, solutions, and your brand. Add a comment section to start the conversation.
Other Trust Factors to Consider
An eCommerce site is the face of the business. Provide uncluttered, easy-to-read pages with quality images. Make sure the usability and navigation are simple and easy to follow. If it takes longer than 5 seconds to find what they want, customers will quickly head to a competitor's site.
Always design and test your eCommerce site for mobile because over 79% of smartphone users bought directly from their phones in the last six months.
Optimizing and The Importance of Trust in eCommerce
Building consumer trust is an ongoing task. There are many concerns shoppers have throughout their buying journey. Guide shoppers to the answers they need, whether it be an online chat or an FAQ page. Make the information easy to find with one click whenever possible.
Each new trust signal you provide is one less hurdle to jump toward the checkout page.
If you need assistance with optimizing your eCommerce site for trust and security, contact us. We partner with BigCommerce, Magento, and Shopify and have helped hundreds of eCommerce clients.