The online environment tends to lack the human contact necessary to build trust—the kind of trust that inspires an “immediate purchase.” Moreover, the seemingly endless options online can and usually do breed caution in potential customers, causing them to shop elsewhere at the first sign of distrust.
The higher the online shopper’s level of trust and the lower the perceived risk of the eCommerce site, the more likely they are to buy. On the other hand, companies proven to be trustworthy can more easily influence the buying behavior of online shoppers and even gain audience growth. Let’s look deeper into how to build confidence in your online business.
Tell Your Company’s Story in Detail and Engagingly
The best way to convince visitors that you are a legitimate online business is to let them get to know you and your business more personal. Tell customers about your company, what you sell, and why. You can do this on your home page, “About Us” page, social media accounts, and in your correspondence with them. Here are a few ways you can compellingly tell your brand story:
- Expand your “About Us” page: Your “About Us” page is likely the first stop for new customers on their buying journey. It’s your chance to make yourself known in your most sincere way. Take the time to fully explain the “what” and “why” behind your company culture. Talk about your mission and present the human side of your brand. Communicating openly with potential customers makes you more likely to attract those with similar values. These are the values they will uphold when they ultimately give you their preference.
- Show behind-the-scenes footage: Sometimes, gaining customers’ trust is as easy as letting them peek behind the curtain. Although your brand is polished, it may seem unapproachable; however, showing the people and places in your everyday life will make your company feel more intimate. This transparency also creates an air of intimacy that can help build rapport and deepen relationships with potential customers. Consider sharing candid photos of your work family, “how it’s done” videos, or tours of your workspace, warehouse, or office.
- Emotionally connect with shoppers: Remember that sympathy and transparency play a significant role when shopping online. The more customers feel connected to the brand and the online store owner, the more likely they will purchase. Start with your use of words and focus on keeping the overall tone of your eCommerce site as friendly as possible. A good rule is to write as you would talk to someone you know.
Good Design is the Key to Success
The Internet offers the most affordable answers to your questions and is one click away and available at a moment’s notice. A good logo or store sign makes you walk in. eCommerce stores attract attention in the same way. In the age of competition, making a website with poor design or content is unforgivable. You can use various resources and tools to create it or hire a firm to custom-design it.
Use Trust Signals
Want to reduce customer concerns about handing over personal and payment information? One of the most giant stumbling blocks for online shoppers is the security of their sensitive data. To overcome this concern, ensure you communicate the security measures on your eCommerce sites, such as SSL certificates and PCI compliance, and give customers more reasons to trust you by using familiar names.
- PCI Compliance: To legally accept credit cards online, merchants must be PCI compliant. Combining apparent compliance with a robust sales system draws attention to your efforts to protect your customers’ sensitive data.
- SSL Certificates: An SSL certificate creates an encrypted connection, authenticating the site’s identity. Equipping your store with an SSL certificate lets customers know you’re serious about securing their information.
- Recognizable payment gateway: Offer shoppers the option to pay through recognizable third-party payment gateways such as PayPal or Stripe. Recognizable payment processors build customer trust because your customers are likely to trust that payment solution already.
- Legal policy: Not every buyer checks the legal documentation, but it can help create a sense of security. Easily accessible terms and conditions, privacy policies, and more make it clear that you can be relied upon to stick to your side of the eCommerce deal.
Present Product Offerings Clearly and Accurately
If buyers understand precisely what they are buying, they will trust you to send them a quality product. For this reason, you need to ensure that the merchandise you sell is presented in a way that answers as many of your buyers’ questions digitally as possible. To make sure that your products are offered in a way that is appealing (yet trustworthy) to buyers, take the following steps:
- Make products more accessible with product videos: Even if you’ve gained customers’ trust in your brand, you may still need to overcome doubts about purchasing the product. Product videos allow customers to view your product in an (almost) three-dimensional environment to understand better how it will work for their needs. At the very least, a masterfully shot video helps position your brand as more legitimate, and it’s also easy to get buyers’ attention.
- Use high-resolution product photos: If you don’t have the budget for video, high-quality photography can directly impact how customers view your products. Most manufacturers provide high-resolution images of their products, but you can also take photos to show additional details, action shots, and options that may interest buyers. You can also ask users to send in their photos – it will help to build customer confidence.
- Write high-quality, detailed descriptions: Trust is not only about seeing the product you’re ordering but also knowing its characteristics. Refrain from alienating potential customers with vague, unclear, or useless descriptions. Describe products in detail (this practice can also improve SEO rankings), including any details about materials, construction, or specifications that can help customers choose the right product. The more information you provide, the more customers will trust the quality of your products.
Include and Show Customer Ratings and Reviews
No matter how flattering a product description may be, no amount of persuasive copy will carry as much weight as an actual customer review. Customers are more inclined to trust the word of people just like them than the company that ultimately wants their money, and they also tend to do their research before making a purchase. Put the latest reviews on your product page for complete visibility. Otherwise, you may miss out on potential customers looking for reviews to build confidence and trust in your business. Be sure to display positive feedback. Not only can this raise suspicion, but customers must see how proactive you are in responding to problems. The more authentic your reviews are, the more credibility you can gain, even if they are not 100% positive.
As an online store owner, it’s easy to get confused by operational or marketing details and lose sight of the basics. By ensuring your online business and eCommerce website are trustworthy, you can build a loyal customer base, protect yourself from financial liability, and increase your revenue. Put these steps into practice, and watch your customer base and faith in your business grow.