Trust signals are confirmation points that boost confidence in a brand online. The term has become more critical than ever! The first trust signals were “trust badges,” “trust marks,” from companies like BBB (Better Business Bureau) and TRUSTe on eCommerce websites, as mentioned in the Journal of Computer-Mediated Communication 2000 edition.
It indicates that even 20 years back, customers were hesitant to add their financial information on any website. Hence, trust signals were used to help people overcome their doubt and create trust in eCommerce and brands.
Elements to gain customer’s trust in e-commerce
Today, all businesses are managed online because of the rise in inbound marketing, and trust signals remain essential to attract potential customers, build trust and convert potential customers to buyers.
Trust signals are significant to Google too. Every trust signal works as a ranking aspect to assess a website’s search position. Google finds out how trustworthy an eCommerce platform is, just like a potential customer.
So, if you are still not aware of what the necessary eCommerce trust factors are, then here is a checklist for it:
Manage the emotional prompts
You cannot rely on a stranger, and the same goes for a website. People will never buy from an unknown website. Likewise, if you visit an eCommerce store that you are not interested in, you will never buy. Hence, the focus is to make your potential customers like you.
You should focus on creating compelling product descriptions and handling the technical issues to do this. Ensure the customer feels that the site is technically updated and has content that can emotionally strike them. So, keep the emotional trigger at the top of your trust factors.
Safety with trust
A survey states that customers are hesitant to share their information on the web because of misuse and hacking threats. This is why people first find out if the website is secure or not by looking for the secure padlock sign, especially when it comes to an eCommerce website where they have to share their financial information. The Secure Socket Layer or SSL is a security protocol that offers a secure channel for exchanging communications between two transacting entities.
This is where eCommerce owners should ensure that they have an SSL certificate for their eCommerce website. According to the need and demand for safety, the website owner can choose an SSL certificate. The choice of SSL cert depends upon the website’s structure, for example, single domain security needs a cheap SSL certificate. Comodo Positive SSL certificate, RapidSSL certificate, AlphaSSL certificate are a few low-priced SSL certs that is fit for single domain security. For another requirement, a website owner can go with the multi-domain or wildcard option.
The Comodo Positive SSL certificate seal badged on the website ensures customers’ information is secure when doing online transactions. It offers encryption, validation, and reliability to your site. It is a paperless validation system with a padlock that boosts the customer’s trust by ensuring that the eCommerce website is secure.
A lot of eCommerce websites don’t focus on this. Reviews add to the website’s reputation. But, most business owners never motivate their customers to write reviews because they fear bad ones. However, it doesn’t work like this. Reviews indicate the legitimacy of a website.
More than 90% of customers value client reviews and choose personal recommendations. So, if a website has several good reviews and some bad ones, it will encourage customers to make a transaction. Also, ensure that there is a separate review column for customers to share their opinion.
Revealed shipping cost
Are you aware of the term hidden charges? Many eCommerce websites charge hidden fees from customers, making them angry about the final bills. This is why a lot of customers lose trust in eCommerce websites.
An additional cost after the checkout creates distrust among customers. There are situations when the same product is available with different shipping costs on other platforms.
Hence, make sure the shipping charges are open and as low as possible. Hidden charges bring distrust and force your customers to go to your competitors.
Opt for reliable policy statements
Some companies don’t abide by the policies they make on the web. An essential thing that an eCommerce website owner should focus on is to be cautious about their policies.
If the company fails to keep up with its policies, it will lose the trust of its users. Also, ensure that the policies are implemented as and when needed, not just stated. This can help build trust among users, and they will come back to you for more purchases.
User experience is essential.
One of the essential eCommerce trust drivers is user experience. When a customer lands on a website, they notice the security first and then the user experience. Hence, make sure the customers are comfortable using the platform.
The web design works as a significant trust builder, so ensure that the design structure is appealing and simple to navigate. Keep the inserted content informative. Be genuine about everything and keep it simple!
Call to actions
Lead customers through the platform with calls to action that help them know what they want to do on the website. For instance, if there is a call, a CTA button with “Click here to save 10%” will make it obvious for customers to avail themselves of a discount of 10% when they click on the link. Adding this extra will help build trust in your business, showcasing a caring attitude towards customers.
Always keep a good customer support system on an eCommerce platform. There are several queries when a customer checks out a product to buy.
Hence, customer support is of grave importance. From email support, call support or live chat support, anything can help. But, make sure it is friendly, quick to respond, and handles all the customer’s issues to keep them happy.
Images and description
When people search for something, they want to know everything about it. Adding detailed images and reasonable descriptions to a product removes all their doubts and questions about a product.
Cover all aspects from size, texture, benefits, colors, and uses so that a customer has enough information about a product and doesn’t need to go elsewhere.
An eCommerce platform doesn’t have to be pleasing to the eye, but surely it should be user-friendly and stress-free. Hope the above eCommerce trust factors help offer customers a seamless checkout process. Implement all the above-stated factors to retain customers and expand the business by gaining new ones. They will help build sufficient confidence among your customers.