Do you know what the biggest eCommerce trust signals are? Are you sure you’re meeting ALL user expectations on your website?
Here are the seven crucial trust signals customers will be looking for on your website (and one thing they’ll want to see once they’ve ordered) – don’t disappoint!
Good T&C’s, guarantees & delivery information
Don’t forget the small print. Elementary, my dear Watson.
People who are worried that things might go wrong…look for what you’ll do if things do go wrong. Give customers all the extra information they need to prove to them that you’ve got them covered.
- This isn’t just about ticking a box, but about providing amazing customer service where it matters the most – when your customer is looking for reassurance.
- Make your terms and conditions easy to understand and avoid ‘legalese’.
- Don’t forget to stick to the brand voice – you don’t want these integral pages to jar with the rest of the site.
- Make these pages easy to find by linking to them often from many different parts of the site.
- Include important information from these pages throughout the site for consistency; include key details on product pages and your ‘about us’ page (stick to a similar wording so you don’t confuse the user).
Clear contact details
If people can’t easily contact you – they will smell a rat. It might also stop them dead in their tracks when they are trying to make a purchase and have a quick question they need to fire off first.
- Give customers loads of different contact options like a toll free number, a live chat, an email address etc.
- Genuine looking photos and contact details are much better than stock photos and vague names and titles like ‘Sales’.
- Include a list of offices with physical addresses, not nameless PO boxes that could be anyone.
Relevant social proof
People buy from people and if no one has ever bought your product, it isn’t going to go down well with a potential customer. Your store’s own social media channels are where customers go when they need that extra reassurance that you’re a genuine seller with genuine products.
- Customer testimonials on your site are key – but don’t go overboard: select a few of the best ones and leave it at that.
- For a B2B seller – include logos of companies who already use your products or services
- You will need customer reviews both on your website, and on third party review sites (here is Moz’s guide to review acquisition).
- Your own social media profiles will also be important. Make sure that they have relevant content that is updated frequently. If you aren’t posting on a particular channel a lot – don’t promote it prominently on your website.
- Press and media coverage (if you have any) are great to include on your site too. You can include influential blogs here too if you like.
- Even internal social proof matters – pictures of your staff and warehouse will help build trust in your brand.
Good user-oriented design
Good eCommerce design is about brand perception, clarity and user experience. You want people to look at your site and be tempted to peek in and spend more time there – not run for the hills, clutching their eyes (and their purses).
- To create a professional-looking eCommerce store fast, use a trusted online store builder and then customize it to add your own flavor with graphics, fonts and a professional logo.
- Remember to put yourself in your users’ shoes – don’t design a site that hits all your buttons and none of theirs. You can use user testing or focus groups to help you steer the designs in the right direction. Choose clarity over complexity.
- What do customers actually want to see? Here is how to create a customer centric landing page that takes into account what users are looking for.
Obvious payment trust signals
People are getting more used to the idea of paying for things online, but don’t assume that everyone will approach giving you their credit card details flippantly.
- Use a payment portal that is clearly under a secure connection (https).
- Build trust by adding recognizable and verified payment logos.
- Security signals are important throughout your store – don’t wait until the payment page to let people know you’re secure.
Your eCommerce blog and product pages should enhance your store, not detract from it. Bad content or stuff that reads like it’s been written by bots will turn customers off.
- Don’t just regurgitate your sales letters in a blog post – offer value and insight on your blog. Think about what content users would like to read.
- Invite guest bloggers and customers to write for you.
- Rewrite manufacturers’ content to make your product pages more appealing.
A user-experience (UX) that leaves no stone unturned
Slow load times, redirects, too many ads, 404s – all signs of something fishy for a suspicious customer. Make sure your site looks good and works well.
- Don’t overload the website with garish offers and banner ads. Focus on offering a web environment with great UX.
- Not being able to sign out as guest or opt out of marketing emails – bad for customers who are privacy conscious.
- Make sure the site works well and that there aren’t too many 404s lurking in the backend.
- Test the site regularly and test it all the way until the end by actually making a purchase.
Post-sale matters too
Send well-written and professional order confirmation emails that are clear and easy to read. This is a continuation of the relationship the customer started with you online. Don’t break their trust now – they may regret their purchase.
- Making amendments to an order at this stage should be easy – help customers make amendments by including a handy link.
- Make contact details for customer service obvious – people will go back to this email in future if anything goes wrong.
It takes a whole lot of strategising and effort to make your target audience love your online store. Most eCommerce businesses often make the mistake of overlooking what their customers are actually looking for in their zeal to offer the best of deals in the market. So try not making these common eCommerce mistakes that Boomtrain lists down if you don’t want to lose any more sales!
About the author
eCommerce Entrepreneur, coach and writer