Establishing trust with your customers is key to driving conversions and keeping your audience coming back for more. While your online advertising and digital marketing efforts are essential to building credibility for your brand, your website is an important factor in maintaining trust with your audience. Here are a few ways that can help:
A Seamless Design
At first glance, your website should be viewed as legitimate and professional. You should ensure that your e-commerce website design is seamless, fast-loading and easy to navigate. Users can easily become fed up with a confusing website design which leads to higher bounce rates. To avoid driving users away, ensure your website is organized with clear menu options and product categories. The messaging on your website should also be clear, concise and engaging without going overload on information.
Trust signals are often displayed on websites to help your customers feel more secure in their decision to purchase products. Oftentimes, these are displayed in the form of a badge on websites, where they offer proof of a business’ trustworthiness and credibility. For instance, a ‘Money Back Guarantee’ trust signal can offer peace of mind to your visitor that their money is protected should they decide to return a product. According to a study by Baymard Institute, consumers prefer to see Norton Secured, Google Trusted Score, and BBB Accredited badges on e-commerce websites.
Testimonials and Reviews
Testimonials and reviews are one of the top ways to earn trust from your site visitors. Why are they effective? We can thank the psychological response known as social proof. This phenomenon explains why we care about other people’s opinions and are often times persuaded by them. In fact, consumers are more likely to trust the opinion of others more than brands themselves. Displaying testimonials and reviews on your site plays a key role in consumers’ purchasing habits. According to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations. The same survey found that positive reviews make 73% of customers trust a business even more.
Similar to brick-and-mortar stores, high-quality customer service is an essential component in building trust with your online customers. A site visitor might have a question or inquiry that isn’t clearly answered on your website. For instance, if a customer wants to quickly know the shipping cost of a product, a live-agent support chat can help them quickly get the information they need. Online consumers expect their experiences to be immediate and frictionless, so the quicker you are able to assist their needs, the more likely they will become a paying customer.