In the word of face to face transactions, there are elements essential for converting leads to customers. They need to KNOW, LIKE, and TRUST us.
It shouldn’t come as a surprise that the same applies in the world of e-commerce and online sales. The problem is that it is harder to establish these three crucial elements when you are not meeting with your prospective customers eyeball to eyeball. In this post, I’d like to explore some powerful ways to use online content to do this…
How to build trust online?
1) Offer an impressive guarantee.
Many people beleive that online transactions are riskier than face to face. One way to cut this risk is to offer a cast iron, 100 percent, no quibble, full money back guarantee.
2) Demonstrate that your site is secure
The news is full of stories of identity theft, credit card skimming, hacking and other forms of online fraud. It’s no wonder that your potential customers are wary of entering their personal details into your online shopping cart. Implementation of SSL encryption with the green padlock symbol in the search bar is easy and cost-effective. Trust badges and site seals like Verisign and TRUSTe and Norton Secured have been shown to increase conversions by up to 35%!
3) Show people how to contact you if a problem arises.
Online businesses can be impersonal and ephemeral. If you have a bricks and mortar office, shop or showroom, show pictures of it to reassure a potential online purchaser. Include a geographic phone number, full address, not just a PO box, and an email address. Make sure these details are obvious and easy to find. If a person has to search to find your contact details they may think you are deliberately hiding something, and this will make them suspicious
4) Make it human
ECommerce sites have a tendency to be impersonal. People prefer to buy from people. Where possible show pictures of you and your team to make your business more “real”. Short video clips can also be very effective here. Staff profiles with a photograph help to build trust online and can give your site more personality.
5) Give a bit of background
Explain your company history, ethos and approach. Your About Us page is the perfect place to share vital information such as
- How long you have traded
- Your values
- Your vision
- Any relevant qualifications
- Any memberships of professional bodies
- Any appropriate awards
7) Quality professional design.
A poorly designed website can do you more harm than good. Bad design, poor content, typos, spelling errors, etc. makes you look like an amateur and not a trustworthy professional. There is no excuse for poor quality professional design.
Follow this simple website content guidance, and visitors to your site will be more likely to buy your product or contact you for a quote or consultation.
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Thanks for reading
Gavin, The Wed Copy Doctor