8 Smart Ways to Boost Your E-commerce Site’s Credibility
Online selling is hard work.
Not only you do have to make sure that your product or service is the best around, but you also have to convince potential customers that they can trust you when you say that it is.
And more often than not, the latter is more difficult to do—especially if you’re new to the world of e-commerce.
Before you can convince anyone to buy something, you have to convince them that they can trust you and your shop.
Convincing people of your credibility is the first step to convincing them to take action.
Once you’ve got that down, customers won’t have a second thought coming back to you for the products or services they need, and will even recommend you to their friends and family.
So how do you make your e-commerce site more credible? Here are a few smart ways:
Increase Credibility through Design
Address security concerns
Security is the major concern of online shoppers, especially since so many scams in the web abound today.
So before anything else, do everything possible to ensure your site is secure.
Check encryption algorithms and SSL (Secure Socket Layer) certificates, use firewalls, anti-virus, and other security tools available.
Once you’ve done this, be sure to let hesitant buyers know that they are, in fact, visiting a credible site by displaying trustmarks (e.g. McAfee Secure, TrustE, Verisign, Paypal certified, etc) on your site.
Showing trustmarks across all your pages—in the footer or during payment processing—will make buyers more confident about sharing information with you.
Don’t underestimate the power of testimonials
An oldie but goodie, getting quotes about your business or brand from reputable sources is always a great way to build credibility.
People will trust you more of it’s not just you tooting your own horn but plenty of others as well. Post reviews from satisfied customers on your site.
But make sure that your client testimonials include the clients’ names and locations or companies so it is easily verifiable.
Explain terms and conditions, minus the legalese
Jargon-loaded legal documents will only confuse buyers, and may even discourage them from proceeding with the transaction.
Instead, use plain language to help users understand what kind of experience they can expect from your site.
If you’re looking for inspiration, check out Pinterest’s Terms of Service.
Their terms and conditions are clearly articulated and categorised, plus they have summaries of each section for users who think it would be TL; DR (Too Long; Didn’t Read).
A lot of consumers are “see it to believe it” people.
They need to have visual proof in order to be convinced of something.
Address this need by showing visuals, such as images and videos of your product or previous clients.
Increase Credibility through Effective Communication
Craft your message with the 4 C’s
Many companies often start out trying to be everything for everyone.
They confidently deliver lines like, “no job is too big or too small,” overpromising on output and ending up disappointing customers and losing credibility.
In order to maintain and strengthen your credibility, you need to make sure that your brand message covers the 4 C’s: clear, concise, consistent and compelling.
Your message has to be clear and concise: exactly what is your shop all about? Aspiring to a number of positive qualities is great, but it doesn’t tell potential customers what it is that you are truly focused on.
Is it on making home lighting more energy efficient? Minimising factory machinery downtimes? Or delivering pizza in 30 minutes or less? Having a singular focus helps customers feel confident in knowing exactly what they can expect from you.
Apart from being clear and concise, your message also has to be compelling. It has to specify the benefits that customers can gain from choosing your product or service.
Once you have these elements, you need to make sure your message remains consistent. You can’t promise big discounts every Monday and then make exceptions on certain Mondays.
By keeping your message consistent, along with the other C’s, you can ensure your credibility among customers.
Another trick to boosting your credibility is to use specifics.
Many companies claim to be “the leading provider of”, but this comes off as a sweeping statement rather than a proven fact.
With specifics however, for instance “1.2 million people have been using our products”, you sound more convincing.
Similarly, specific numbers are more believable than approximates.
For example: “around 90%” sounds vague compared to “88.7%”.
Add a damaging admission
A lot of people believe that if it’s too good to be true, then it is.
If your message only points out the positives, chances are people are going to think it’s too good to be true.
By adding a slightly negative fact or qualifying statement, your message becomes more believable.
An example: instead of saying that a product always works, you could say that the product will work with proper and consistent use at least once a day.[/dt_vc_list]
Tone down your claim
If your positive points are too incredible (like your sales increased by 500%), even if they’re true people will find them hard to believe.
In these cases, it’s best to tone them down (say instead that your sales more than doubled), to make them more believable.
Trust and credibility isn’t developed quickly, especially if you’re a neophyte in e-commerce. But in the fast-paced world of business you can make it easier for potential customers to trust in you by following these smart tips.
Do you have more tips to share? Don’t forget to join the conversation by leaving a comment.