The first look of your website is enough to decide if the customer wants to stay on your page or leave it immediately. It does not simply mean losing on a view, but it can possibly be the loss of a sale happening and eventually, the loss of a customer.
A customer, today, is very particular about his safety owing to news about phishing and other online frauds that take place almost everyday. Hence, customers are very particular about the sites they browse. A survey by Taylor Nelson Sofres in 2006 revealed that customers tend to cancel 70% of their online purchases due to lack of trust on the website. This makes it all the more important to make your site attention-grabbing and trustworthy in the first look itself. Keeping these points in mind, here are a few actions that you must take to build trust on your eCommerce website.
Get A Well Designed Website
Let’s imagine that we are walking down a street and are looking for some place to eat. Would you go inside a restaurant that has cracked windows, pergola signs with gleaming lights and with an eccentric odor? Or, would you choose one with beautiful interiors, a pretty logo, vivid lights and a welcoming aura? I am sure you would go with the latter, unless you want a crazy wild experience. The same implies to your website. A poorly designed website is not only unpleasant to the eyes, but also gives a bad first impression, which eventually means less or no customers.
If you yourself cannot design your website, it is always better to outsource the task. This makes the customer more enthusiastic to know about your product and ultimately buy it. For example, check out We Are Nation‘s website.
Use Trust Seals And Security Certificates
In the present, an online customer is completely aware of his privacy and security. This makes it all the more important to display, prominently, on your website that it is secure to browse for a visitor.
According to a survey conducted by Actual Insights, 61% of online visitors canceled their purchase because trust logos were missing on the website.
Displaying security certificate symbols, such as an SSL certificate symbol, helps your customer know that your website is secure to browse. An SSL Certificate stipulates the actual technical security of the website and certifies that the customer is guarded against network eavesdropping. A trust badge, like the McAfee badge or the Norton badge, on the footer or the sidebar, can also help, but it is only a certification by the third party to show that the website is genuine, non-infected, and hacker-free.
Display Contact Information
It is frustrating to be unable to contact the business when you need it the most. Hence, do not forget to display your contact information on the website. It is a clear indication that you, as a business, have nothing to hide from the customer.
According to a survey in 2009, almost 90% of people were nervous and apprehensive while shopping from new or unknown sites. Contact information silently indicates that there is a real person, who can be approached, at the other end, if anything goes wrong.
The best thing to do is to set up a simple contact form on the website so as to build a better reputation with the customer. This makes your customer feel valued and have a personalized experience. One can also simply add their contact number and the address on the website. This makes it easy for the customer to reach out to you as and when they please.
Give Social Proof In The Form Of Customer Reviews And Testimonials
55% of customers agreed to the fact that reviews are important criteria for deciding whether or not to use a website, according to a survey in 2014. A report from the Bright Local Consumer Survey suggested that 85% of the consumers read at least 10 reviews before trusting the website.
Also Read: How To Handle Amazon Reviews Like A Rockstar
It is important to have reviews of both quantity and quality on your website to make it look authentic and for grabbing a large audience. Fake reviews are also a problem that you have to deal with. It is hence very important to promote only the ones that look genuine and not the ones which may seem to be explicitly promoting or demoting the website.
Use Of Trusted Payment Gateways
Money is the most critical of all the criteria which defines trust building between websites and consumers. Most of the buyers refrain from indulging in online shopping because they are afraid to invest their money into businesses that tie up with not-so-trusted payment gateways. However, you can easily get this problem sorted by identifying and tagging your website with recognized gateways. Not only will this enhance your footfall, it will also make your customers regular. For example, Visa, MasterCard, PayPal, etc.
Trust is a precious thing in business; a slight misconduct or incredulity, and it is gone. Businesses need to earn and maintain the trust of their users every day, irrespective of how well the business is doing. I hope the enlisted points will help improve the way in which you deal with your customers and in turn help in building trust.
Let us know in the comments how you work towards building trust on your site.
About the Author:
Isha Singh, an avid app developer is trying to take advantage of the technical knowledge she has to help people gain a foothold in the digitized world. She advocates shopping from user friendly and safe interfaces like Magento multi vendor extension.