Strategies to Get Customers to Trust Your E-Commerce Store
So, you’ve set up your ecommerce website. You’ve gone the extra mile in choosing the right design, optimizing its speed, and implementing advanced SEO practices to get in front of your target audience. Your website traffic is growing and now it’s time to take a look at your conversion rates.
But, wait, they’re not as high as you expected!
What’s the problem?
One of the major mistakes ecommerce businesses make is not making their site trusted enough. Your site can be impeccable, but if your customers don’t trust you enough to leave their credit card data there or make a purchase, it’s all purposeless.
Here are a few steps you need to take to build trust among your potential customers.
Prove that your Customers’ Data is Safe with You
With the continuous rise of online hacks, Google has decided to make their users’ safety their priority.
Ever since 2014, they’ve been doing everything in their power to make us all switch to SSL.
Short for Secure Sockets Layer, SSL is an additional layer of security, protecting the channel between a user’s browser and your ecommerce site. It makes sure that, even if a hacker intercepts your customers’ sensitive information while they’re traveling, they cannot decrypt and use them.
So, how does Google make us switch from HTTP to HTTPS?
First, in 2014, they named HTTPS a minor ranking factor. The logic behind this is simple – you will move to HTTPS or your rankings will suffer.
They’ve also started marking secure, HTTPS sites with a green address bar and a green padlock, vouching for these site’ trustworthiness.
Right now, unencrypted HTTP sites are marked with a neutral icon on Chrome 64, but this is soon going to change. Google has announced that, with the introduction of Chrome 68 in July this year, they will start labeling all sites using HTTP as not secure.
This may drive many of your potential customers off and hurt your user experience on multiple levels. By knowing that there is the tiniest chance that their credit card information is not safe, they will leave your site and look for your competitors.
Now, moving from HTTP to HTTPS and investing in the right SSL certificate is just a small part of what we call The Payment Card Industry Data Security Standard (PCI DSS). Like any other ecommerce store that handles their users’ credit card data, you need to become PCI DSS compliant to ensure that this form of data is safe with you.
Show that Others Trust You
Your customers are coming across numerous brands and products similar to yours. And, to make sure they choose the one that meets their needs the best, they don’t rely on branded content, such as ads. On the contrary, they look for the information about your business and products online.
This is exactly why you need to show them that other customers, similar to them, are buying from you and inspire them to do the same.
Now, there is no uniform approach to harnessing the power of social proof. It includes a wide array of strategies and it’s up to you to choose the ones that meet your needs.
- Do your research, find the most renowned business review sites, and register your business there.
- Use social networks to gather and display customer feedback. You can ask them to rate you on Facebook or even set up simple polls.
- Ask your major customers to write testimonials for you and publish them on your site.
- Organize various loyalty programs on social networks and get your customers to share user-generated content (UGC) on Facebook or Instagram.
- Partner up with a micro-influencer relevant to your niche to promote your business online.
Each of these strategies helps you build a solid online identity, improves your target audience’s perceptions of your brand, and spreads the positive word of mouth about you. Most importantly, they help you drive more relevant traffic to your site and boost your sales.
Be Available to Them 24/7
The rise of the web has made your customers more demanding. They expect you to be there for them whenever they need help.
And, this is exactly where social networks shine.
First, answer all your messages on Facebook, Twitter, and Instagram in real-time. If you notice that these activities are eating up a lot of your time, you can always implement awesome AI-powered chatbots to do so for you. These chatbots can also be added to your website, giving your customers the opportunity to get relevant and logical answers to all their questions almost instantly.
Social media are also a great place for building an extensive online community. And, it all starts with listening to your customers. Stay on top of their discussions and participate in them regularly in order to provide them with invaluable feedback. You can use social media monitoring tools that will let you know whenever your ecommerce store is mentioned on the social networking sites you use.
Make your Online Retail Business Fully Transparent
Transparency is one of the pressing issues online businesses need to address. By being completely honest with your customers, you will position yourself as highly authoritative, prove that you really care about their satisfaction, and build stronger relationships with them.
Here is what you need to do:
- Name the full price of your products.
- Make your delivery costs easily visible.
- Tell them what they can do if they’re not satisfied with what they bought.
- Have clear CTAs that emphasize what they can get in return for completing a certain action.
- If you’re using their personally identifiable data (cookies, emails) for your advertising purposes, you need to let them know about your activities. With the rise of GDPR, not asking for your customers’ consent to use their data is against the law and it can hurt your business in numerous ways.
- Use social networks to boost your transparency, too. These channels are great for informing your customers about the major changes within your company, new products, marketing campaigns, or the shifts in pricing.
Offer Highly Targeted Content and Deals
Today’s customers are sick and tired of content and deals that have nothing to do with them. To reach out to them, you need to understand their needs, expectations, preferences, and habits. You need to know what troubles them and try to find a solution to this problem.
Once you collect this data, provide them with highly targeted content that is really relevant to them.
This is called behavioral targeting and, as you can expect, Amazon has dominated this field for years.
Namely, they create highly customized pages for each of their customers, based on their previous browsing actions and purchases.
Over to You
When a customer lands on your ecommerce site, they do exactly the same thing they do when they enter any brick-and-mortar store. They look around and pay attention to details to determine whether they can trust you or not.
So, your goal is to grab their attention, prove that they can trust you and that choosing you over your competition is the best decision they can possibly make. I hope these strategies will help you do so!