So, the internet is just crammed with scams, and that includes ecommerce sites set up to reel in buyers before either disappearing with their money or delivering a product that doesn’t match the description. We’ve seen it time and again. With such stories emerging, it’s easy to understand why buyers take things they find on the internet with a grain of salt.
There are several ways you can reassure buyers and let them know you’re a legitimate company with their best interests in mind. The first—and most important, of course—is to deliver on your promises. To do that, however, you must first convince buyers to make a purchase. In this case, your website has to do a lot of talking for you.
Here are some features buyers will look for when deciding if they can trust you.
Look, anyone can take an image of a security seal and apply it to a website. What you must do is apply for the certifications, include the images on your website, and then link to the security information. Maybe your buyers won’t follow that link, but maybe they will.
Even so, the shadiest of ecommerce sites can still apply for the certificates, so adding security seals isn’t the only way to inspire trust. You must go above and beyond. Prove it, even before they buy.
Sometimes budgeting keeps you from including the very best possible photography, but anything is better than stolen photos. Some stock images can be edited to fit your brand without conveying the usual cheesiness these photographs are known for. Graphic design can also take the place of photographic images in many places.
The most important thing to remember is that stealing others’ images is wrong. If you do so to promote the sale of your products, then it’s extra wrong. It won’t take long for someone to catch onto the fact that the model on your page is also the model in a magazine, just Photoshopped to fit your needs. Once you’re found out, there’s no going back.
It’s possible that you’ve stolen without meaning to. Those stock images that you’re using could have licensing agreements that you’re not meeting. The legal jargon can be difficult and sometimes land you in hot water. Make sure you know the permissions behind your images, because even an accident can turn the tide against you.
A testimonials area is a great idea, but buyers know you select the testimonials that show your company in the very best light. For your customers to really trust that you’re a legitimate, honest company, you must share reviews from customers—the good, the bad, and the ugly.
These reviews can cover your brand as a whole as well as the specific products or services you sell. Provide a portal where buyers can leave their thoughts, so they know they won’t be censored (except perhaps for language or other inappropriate content). Then make sure those reviews are easy to find, whether on a separate page or underneath each individual item you sell.
When any of the above three fail, contact information can save the day. Make sure that information does lead to a real customer service professional and not to an email account that never responds. When buyers have questions or want to test the validity of your offers, they will reach out. If you don’t talk back, they’ll walk away.
Social media accounts can also be included in that contact info. Buyers want to see how you interact with the world and engage your customers. They may reach out through Facebook or Twitter to get a more immediate response. Keep in mind that, when they do this, the whole world is watching. A valid, informative response is required.
With these tips, you can begin to build trust among your buyers before they ever make the first purchase. You never want to end up in horror stories, like the one linked above. If you need some help designing a website that consumers trust, reach out. We’re here for you.
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