Every purchase is all about decision making. In this process, we tend to compare two, three, sometimes a dozen of options, weigh up their pros and cons with the intention to find a better and cheaper one that suits our needs.
Product description and photos sometimes are not enough when completing a purchase. People need more reasons to trust you so you should be prepared for this.
According to a Taylor Nelson Sofres's study carried out in 2006, customers complete only 70% of online purchases because of the low level of trust. In another survey by eConsultancy, respondents were asked: “When you buy something from a retailer you don’t know well, how would you decide whether to trust the website or not?”.
And here are the results:
According to the Websitebuilder analysis, consumers review is significantly more trusted (almost as many as 12 times more) than manufacturer's’ descriptions. Customers would rather trust other customers, than an unknown seller. Product reviews, testimonials, and other users’ feedback are extremely important in decision making as they at least maintain a semblance that the store is real. Moreover, negative reviews could also bring some points to your karma and wallet if you give a smart answer to them. 94% of customers who had a negative shopping experience became loyal when they were satisfied with the seller’s reaction and answer.
Adding some filter conditions to the reviews can help your customers to make up their mind in your favor. For example, here’s how Nike lets you sort the reviews on the product page.
Before a client looks through the reviews, the first thing that catches his eyes is a rating stars symbol with a summed up score right next to it.
Sometimes half-filled stars don't give a clear idea of product quality. Nike has come up with a nice solution on how to deal with it by showing the percentage of reviewers who recommend the product:
Stimulate customers to leave reviews on third party websites and give them the opportunity to see this information. For example, reviews on Facebook are great as you can always check if the profiles are real, and it’s harder to imitate customer activity there. The best level of trust can be gained by websites that check customer reviews or at least check their identities. Look for sites as www.trustpilot.com and ask your customers to leave feedback on them as well.
Your potential customers need a guarantee that they won’t get into trouble if something goes wrong. That’s why you need to ease their worries with Returns and Refunds Policy.
Have a look at the following examples:
Let your customers’ say “oh” and melt their suspicious hearts with the cute design.
Don't be short on information about yourself and your business. Customers prefer to see that you are a real individual or a registered company. Only fraud sellers have reasons to hide their real addresses and contacts.
For example, see the Amasty contact page: it mentions the ticket system, email address, phone number, and some real addresses of registered offices around the world with a map, and a contact form, too.
Anyway, the minimum contact page checklist is:
1) a short and clear description of your company
2) an address and a map
3) phone numbers, email addresses and/or other legit ways of contacting you
You can support the official information about your company by a mission or a history page. Additional facts that can prove your existence and good reputation are useful for your image as well:
For example, you can promote your business mission like Thrive Market does:
In some surveys, more than 61% participants said that they had declined the purchase because of the lack of a trust proof.
But which badges work best? According to a survey from the Baymard Institute, Norton protection seems to be the most trustworthy to 35,6% of customers, and McAfee being next to it.
The Better Business Bureau has a nice sample. But don't forget to tailor it to your organization - this is not a one-size-fits-all solution.
Having Terms and Conditions agreement for your e-commerce store is essential for a number of reasons:
Here’s an example from the terms of Apple iTunes, showing their limitation of liability clause:
There are two ways of displaying your terms, known as browsewrap and clickwrap.
Most websites display the link to the Terms and Conditions agreement at the bottom of each page, as well as at the checkout screen. This is a “browsewrap” method, where a customer needs to go to another page to view your terms.
Here’s are some examples from Black Milk Clothing. You can see the “Terms” displayed in the bottom left corner:
Clickwrap method is when the user clicks “I agree to the Terms” either by ticking a check box or clicking a submit button with an “I agree” statement written above it.
Here’s an example of a clickwrap method explained by Cartviper:
Answering customer questions is the main purpose of the FAQ page but it can be a much more powerful tool than you realize. It’s a powerful, simple and quick way to bring extra benefits to your business. You can identify yourself as an expert and a FAQ page is a perfect platform to demonstrate your expertise.
Customers who can see your attempts to be transparent about addressing queries will consider your business as trustworthy. This improves the perception of your brand and also instills customer’s confidence.
If you’re a reseller, some badges or links to manufacturer websites where you’re listed as an official seller are welcome! What is more, if you state that the products possess certain qualities, find ways to prove it.
For example, Jim’s Organic Coffee website has a page which explains why the products deserve to be called organic.
The Everlane brand supports fair trade, and you can check the country and the factory where an item was made:
Don't forget to have a look at any of these marketing templates.
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