Selling online is a competitive space and there are likely to be many companies selling products or services like yours. In addition, online consumers are increasingly concerned about online security. So how do you build trust with your customers?
The good news is – trust can be built
It’s a fact, customers will happily pay more for the reassurance of buying from a retailer they already know and trust. Establish this level of trust and you’re able to sell at a premium to a loyal customer base.
But trust can be eroded too so it’s important to always look for the opportunities to demonstrate you’re one of the good guys.
Credibility must-haves for selling online
There are some definite dos and don’ts for a website if you want to establish credibility and convey you’re a legitimate, trustworthy business.
Smart look and feel website
We buy with our eyes! So the website, in its first impression, must be well-designed and slick to use, with sharp, compelling images and snappy customer-centric copy. Navigation must be smooth, uncomplex and friction-free, with a clear path right through from browse to purchase and pay.
Show off social proof
93% of people read reviews before buying from an unfamiliar brand, according to Trustpilot. Consumers want proof that what you’re selling and the service you provide is worth paying for and will actively look to verify your claims.
Reviews and badges via a third-party, such as Trustpilot, are valuable as social proof, as are testimonials, case studies, social media mentions, as well as stats from your own collected feedback: “1000 people last month gave us a 5-star review”.
Be contactable for help
If the consumer has any doubts at all about your product and service, they may look for a helpline or means of easily contacting you. If your number/email is buried in a tiny font, you don’t look amenable. Show that you’re there and ready to help.
SSL certification
SSL means Secure Sockets Layer and ensures a safe, encrypted connection for transfer of information between your site and your customers. If a website has SSL certification the address will have the padlock icon next to it. Without this, any information transferred too and from your site will be insecure.
One in five consumers leave websites before entering payment details because they don’t trust the security of the site – so this one is non-negotiable.
Provide reasonable, upfront delivery options
Over half of all shopping carts are abandoned due to issues with delivery costs and timescales. Don’t make the standard delivery cost a surprise at the end of the transaction – state it upfront before your potential customer continues to payment. And if you offer free delivery at a certain purchase threshold – make this clearly known throughout and on product info and delivery info pages.
Strong content marketing
Consumers will look for your presence on their social media channels, not just so they can find out more about you and your products, but as evidence that you’re real, trustworthy and have something to offer them.
Strong content marketing shows you’re reaching out to your audience and goes a long way to boost your presence and authenticity.
Include social media links on your website and ensure you’re active on these channels.
Comprehensive product information
No detail is too small that the consumer may want to know about what you’re selling.
Full specifications of any product or service are essential as well as rounded descriptions. Include human images where possible and, if you can, past reviews you’ve gathered from your previous customers.
Reply promptly and personally
Whether it’s a direct message through socials, email or phone message, reply promptly and in-person to the enquirer. Standard replies without a name, or scant, careless replies will turn consumers off and away for good.
Remember -all messages are engagement and present the potential to turn enquirers into loyal customers.
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