More and more people use the Internet daily, not only to browse for information but also to shop.
The fact that the Internet has changed the way we understand life and act day to day is no secret. Yes, and the truth is that in recent years the online world has taken an important leap forward to definitively position itself as the largest shopping center we can access to buy any kind of product or service.
Something has changed in our country, and the proof is that last year Spanish e-Commerce sites surpassed 24,000 million in revenue according to data from the CNMC (Spanish National Commission on Markets and Competition). This means that if until not long ago most users showed a generalized rejection of online shopping, it seems that every day they are more prone to buying at different online stores or marketplaces.
But not all that glitters is gold, not by a long shot, and although it's true that more and more people turn to the Internet letting their hair down and leaving past worries aside, there are still many who tread carefully and remain distrustful when it comes to buying online, especially in those e-Commerce sites that don't transmit much trust at first sight. Specifically 71% of users still doubt when shopping online, according to the latest study by Associated Press and GFK.
Because we mustn't forget that an e-Commerce, even though it's on the web, is still a store like any other. What does this mean? Well, just as when you enter a physical store you like it to be tidy, clean and to be treated kindly, the same happens in online stores, where everything counts when it comes to enjoying success.
If you also have an online store you already know that earning users' trust isn't exactly an easy task. If so, we recommend you take note, because below we'll show you 7 factors that multiply the trust of an e-Commerce that you should definitely apply.
Follow these tips and earn your users' trust
#1 - Boost your brand image
It's a fact that online users are much more reluctant to buy from an unknown brand than from an already popular one. It's very likely that you have an online shoe store where a user doesn't feel completely confident, while that same user buys without any qualms at another shoe e-Commerce like Zalando or Sarenza, even if they have to pay more. Why? Well because both Zalando and Sarenza are popular, they appear on TV and the user possibly knows someone who has already bought there and can share their experience.
That's why to generate trust among users, it's essential that you try to boost your brand image. The most recommended approach is to rely on digital marketing, with the main objective of making yourself known and generating branding among your target audience. The possibilities are countless, so get to work as soon as possible.
#2 - Focus on design
Your website design is one of the most important aspects when generating trust or rejection. Think that in some way it will be like the decoration of a conventional store, and the fact is that the web design will determine the appearance your e-Commerce shows to the outside, both aesthetically and in terms of accessibility. Because design will also determine the way your site is structured and therefore, the usability for users, which as you know is one of the most important aspects on any website.
An image is worth a thousand words, that's why it's important you bet on an attractive and well-organized design that can generate a good first impression on users. If you achieve it, earning their trust will be much easier.
#3 - The importance of "About Us"
It's common to see how many e-Commerce sites leave the famous "About Us" page forgotten, whose importance is much greater than it may seem at first glance. Keep in mind that it's your letter of introduction, crucial for those people who aren't entirely sure when it comes to buying your products.
It's important that you make an effort to prepare an attractive page that perfectly defines you and lets users know more about you. The more information you offer, the more chances you'll have to convince. Try to be close and don't hesitate to show your contact details, address, etc. A team photo showing the people behind the e-Commerce can also be very positive.
#4 - Content and images are the most important
Content and images will be some of the most important parts within your e-Commerce. Think that on the Internet users can't ask any shop assistant nor touch with their hands the products they want, that's why it's important that you explain it all in detail and in a close and original way, everything about any product you have for sale, as well as including quality images that allow them to visualize the products.
Try to create product pages with proprietary content that can inform users in an original way. Don't omit any data, and if you don't feel up to it don't hesitate to hire content writing from a person specialized in copywriting.
#5 - Boost user opinions and comments
Few things are more effective when generating trust than user opinions and comments. It's very reassuring to access a website where you plan to buy a product and be able to read different comments and opinions, so don't hesitate to increase their visibility. That said, get to work to try to make them positive, as otherwise they can cause the total opposite effect.
#6 - Payment security
It's true that the previous factors are key when generating trust or distrust, but if anything can tip the scale one way or the other it's payment. The moment of paying is the most complicated and where most users end up abandoning the purchase, so it's essential that you offer total guarantee to users on the payments made, as well as providing them with different payment methods that meet their needs: bank transfer, credit card, PayPal, cash on delivery…
Offering free shipping costs will also be a differentiating factor that will allow you to earn many points, as well as facilitating any kind of return. It's important that both aspects are perfectly clear and that you explain everything.
#7 – Quality seals
Quality seals are gaining more importance in e-Commerce every day, since they show users that your website has met a series of criteria to obtain that seal. To get one you'll have to hire one of the specialized companies that issue them, and then pass an audit that proves your online store is trustworthy.
You already know it, if you have an online store or are thinking of setting one up, don't hesitate to apply and consider the 7 factors we've just shown you. They'll definitely be of great help and will allow you to increase your customer base and the hardest part, build loyalty. Do it and see for yourself.
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