When a customer visits your website they are making an emotional decisions as to whether or not they trust your site and will purchase with you, this is a quick guide to 4 simple things you can add to your site to improve trust.
Online customers especially those who have never been to your site expect to see certain standard thing son you design and information to encourage them to purchase. They want to be confident that your site is secure, that the product listed is the one they will receive and if there is a problem with the order you will give excellent service to solve the issue.
So how do we visually do all of these things?
1) Site Seals and Security Seals
Security of customers personal data, credit card data etc are paramount in most customers minds. Customers are being bombarded day after day with phishing emails, fake websites and other scams. Every eCommerce website must have a security seal SSL to encrypt the data and customers are being trained to look for the little padlock on their browser to ensure that the site is secure:
Many of the SSL providers can also provide you with a seal to say your site is secure as can your Payment Gateway.
You can use a variety of seals from many different companies such as your SSL provider, payment gateway, Paypal, eWay etc or you can pay a company to review your site on a regular basis such as Norton or McAffee.
It’s important however that you do not simply copy a site seal but your site must earn it to display on your website.
- What you will use their details for
- How you protect their privacy
- Who you share their information with.
Australia as do many other countries around the world have very strict online privacy policies that explicitly state how and what data you may keep on your customers online.
The bottom line of privacy though is that you must always ask for permission and never act outside your stated policy.
3) Excellent Customer Service
In any business good customer service is paramount and online is no different, it’s also very straight forward to provide good customer service on your website and encourage trust through customer reviews.
A customer is going to want some basic information answered on your website that’s easy to find which includes:
- Accurate product information
- Telephone, Email and Web forms for easy communication
- Delivery Policy and Costs
- Returns and Refunds
- Terms and conditions of sales
If you have excellent customer service and provide all this information you can then leverage your past customer’s good experiences with online reviews on places like FEEFO, Facebook, Yelp etc
An example of our customer reviews on our Facebook page are fantastic.
Services like FEEFO are excellent for reviews that also add stars to your Google search rankings.
There is also an added upside to good reviews of businesses online, Google actively ranks sites with good reviews higher in organic search results for your SEO.
4) Money Back Guarantees and Returns
Whilst it’s not always practical for every circumstance to offer a money back guarantee it goes an awful long way to improve the trust that someone has purchasing from you.
In reality very few customers do send back products for their money back unless the product is inferior to what was promised or inaccurate and most returns are for size or colour changes.
However offering a money back guarantee and a simple returns policy is a great big help for customers who might be unsure of their exact size or the quality of your product.
There are many services out there that will assist with this, our customers and we too have had great success with services such as Parcel Point who manage the whole returns process for you. http://www.parcelpoint.com.au
There are many elements of website design that are done to increase trust on a website just as there are many elements of the layout that encourage people to purchase. These four are only a few simple things that you can achieve on your website.
Do you need help with your Commerce website? Give us a call on 1300 730 560 or email us on firstname.lastname@example.org and lets see how we can better design your website experience to increase your sales conversions.