These days mark the kickoff of Christmas and the shopping frenzy. Online retail keeps growing this year, with an estimated 16% increase in online purchases during the most effective campaign of the year. We say effective because the season accounts for more than 20% of annual sales, and up to 50% in some sectors (toys, perfumeries…). With these figures, we have no choice but to get moving and fine-tune our business to get the most out of it. There’s a lot to do: a good marketing campaign, store optimization and something very important that tends to be overlooked: building trust.
ABOUT US
Creating a section or page on our online business with professional and personal information is a good way to make up for the absence of salespeople. Users need to know the company and who runs it. This detail adds value for users and potential customers.
The about us section is an opportunity for users to meet the people behind the online store and, above all, to be clear that we can solve any problems that may arise while browsing or buying.
Complete the information with photos of your physical store, if you have one, or of your office and staff, explaining their roles in the company. Avoid the typical stock photos of smiling people you see on big platforms.
CONTACT US
When browsing an online store, we often have questions or run into problems during checkout. That’s when users feel alone and look for someone to turn to or contact to sort out their needs.
- Contact phone number: It must be visible on every page of the online store, especially during checkout. A landline number is better than one of those “odd” numbers that may seem expensive to call.
- Email: It should also be clearly visible throughout checkout. Don’t forget to check your email daily so you can help users and clear up any issues.
- Live chat: The perfect tool for interacting with customers. It’s a real-time connection that enables more personalized and efficient support.
VALUABLE INFORMATION
- Shipping costs are one of the main causes of cart abandonment in online stores. Users often go to the cart just to find out what shipping costs apply to their order. That’s why it’s important to make purchase costs clear at all times. Users often get annoyed when charged fees they didn’t know about in advance. This usually leads to a loss of trust and the decision to abandon the order right before completing the purchase.
- Order returns and exchanges are another frequent source of frustration due to lack of information. Clearly explain, in a dedicated section or page, what costs and conditions apply.
- Other valuable information we can, and should, add to our online store includes trust seals and quality and security labels. Several seals certify that a store is trustworthy. Trusted Shops is one of them, and it will certify that the eCommerce meets ethical and social commitments. It also lets users rate their experience with our online business, which adds value to your store.
SECURITY
Payment method security must be a key part of our effort to build trust with users. We should clearly state that our payment methods are secure and transparent, showing the partners we use.
Place strong emphasis on payment security and on how customers’ personal data is handled. It’s an increasingly important issue that must be addressed for transparency.
SOCIAL PRESENCE
Being on social media makes us more visible to users. Interacting with users and responding to their suggestions, complaints and so on shows that there are real people behind the online store. This gives future customers references on other users’ satisfaction with the buying process and the company’s commitment to its users. Very valuable information for online shoppers that will help them trust our services.
And you… what do you do to build trust in your online store?
