Trust is everything.
Without it, people won’t even consider purchasing your products. In other words, in ecommerce, to neglect trust is to ensure failure.
But here’s the problem: Trust is extremely difficult to build.
And to make matters worse, it’s especially difficult to build online. Without genuine, face-to-face interaction, you must rely on your website and social media to build trust instead.
So they better be good.
As famed computer scientist Paul Graham said, “Overall the web is pretty sloppy, but an online store can’t afford to be.”
So how can you set up your website to effectively build trust and increase sales? Here are nine strategies and tactics to start using today.
Sweat the Small Stuff
Ever heard the expression, “Take care of the little things and the big things will take care of themselves”?
Make sure to pay close attention to the little things that erode trust, things like:
- Pages that load slowly
- Broken links
- Spelling errors
- A cluttered, messy design
- Unprofessional, poor quality images and graphics
- Confusing shipping times or prices
These things may seem trivial, but they create a sense of unease, erode trust, and ultimately, hurt conversion rates.
Does your website have any of these issues?
Get critical and look for seemingly small problems to iron out. Better yet, ask other people with a more objective eye to point out any room for improvement.
Then get to work.
For instance, if your store is loading slowly, use a tool like PageSpeed Insights to increase the speed.
As Amazon founder Jeff Bezos said, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
Reassure Visitors That You Take Security Seriously
Cybersecurity is a massive issue and not to be taken lightly.
Information leaks and hacks can expose people’s personal and financial details, which can lead to theft, fraud, or even stolen identities.
As a result, before they purchase items from your store, buyers must trust your website enough to feel okay about potentially exposing themselves to these risks.
So how can you put shoppers at ease?
To start, make sure you’re using a payment system which is genuinely secure and that will be familiar to visitors such as Stripe, Paypal or Google Pay.
Then, be sure to highlight the use of these trusted brands.
Bottom line, take security very seriously and make it clear that your customer’s information is safe in your hands.
Emphasize Your Incredible Return Policy
Acrobats like safety nets. Customers like great return policies.
A great return policy removes the risk that customers take when purchasing your products. If they don’t like it? No big deal. If it breaks? No big deal.
Plus, generous and transparent return policies inspire confidence.
They say, “We’re so confident that you’ll love our products that if you don’t, you can return them at any time – we’ll even pay for the return shipping.”
So create a return policy to be proud of.
create a dedicated page explaining in simple language the terms and benefits of your return policy. Then, make sure to add a link to it in your website’s footer.
Don’t underestimate the power of a generous return policy. Make sure yours effectively minimizes risk for the customer and that visitors are aware of it.
Provide Detailed and Accurate Product Information
In a physical store, shoppers can pick items up, inspect them, try them on, and even ask the sales assistant questions.
Online, it’s a little more difficult to investigate.
To make up for this, you need to make sure you provide detailed and accurate information about your products. You should also include plenty of great product photos.
Ideally, you could also create product videos that showcase the features and benefits on offer.
Basically, if there’s something a potential customer might want to know, it should be included on your product page.
This helps to remove risk and increase trust by helping shoppers to make informed decisions.
So get specific.
Let shoppers know the exact size, weight, and dimensions. Explain how the product was made. Tell them about the ingredients or materials used.
Don’t just say “Size Medium” – provide the exact measurements for each of your sizes in a simple chart and include a video of someone wearing it for perspective.
Leave no stone unturned and no question unanswered. Every visitor should feel confident in what it is they’re buying.
Create a Personal Connection
Who do you trust more, a friendly neighbor or a friendly corporation?
Put simply, the more we know and like someone, the more likely we are to trust them. Sure, it seems obvious, but are you putting this concept to use for your business?
So how can you create a personal connection with your website visitors? Well, you can start by showcasing the people behind the brand.
Establish Yourself as an Authority Through Content
Shoppers often gravitate to the market leader simply because, well… they’re the market leader!
Even if the market leader doesn’t have the best product, service, or prices, they are seen as an authority in the niche.
This leads to an increase in trust.
Which begs the questions: If you’re not the market leader in your niche, how can you improve the odds of being taken seriously as an authority?
In a word: Content.
Content marketing is the process of creating useful and insightful content that appeals to your target market.
It isn’t salesy or pushy. It simply aims to deliver value and build a relationship with the visitor. This article you’re reading is content marketing.
There are tons of different types of content that you can create, such as blog posts, videos, infographics, or ebooks. You can use these mediums to demonstrate your knowledge and expertise, all while entertaining your target market or helping them to accomplish their goals.
In short, shoppers are more likely to trust your brand if it’s clear that you know what you’re talking about.
What’s more, content is a great way to directly engage with your target audience.
By sharing your content on social media and encouraging viewers to leave comments, you get the opportunity to reply and connect with individuals in your target audience. This demonstrates your dedication to serving your target market and highlights the personal side of your brand.