Web Design, Thought Leaders

How to Build Consumer Trust With Your E-Commerce Site

August 13, 2019

by Taral Patel

Content Strategist, E2M Solutions

Attracting customers to your e-commerce website is not your most difficult task. Use this article to build trust with your customers and turn them into loyal customers.

Usually, marketers have the same priorities for their website. Everyone wants to increase conversions and sales. Other may want to grow their brand awareness, expand into new markets, or drive higher traffic numbers to their site.

All of these goals are certainly important, and hitting them will help your business.

There is one component that is necessary to accomplish each of these priorities: trust.

Customers must trust your business before making a purchase. For e-commerce companies, websites will be what customers judge.

Unfortunately, more than half of all consumers trust businesses less than they used to. Therefore, in order to create a site that builds your visitors’ confidence right away, follow these tips. 

Leverage Social Proof

Consumers trust other consumers – end of story. According to a recent report from Bright Local, 91% of consumers trust online reviews just as much as a personal recommendation from someone they knew. Furthermore, 86% of customers actively search for reviews when they are considering purchasing from a business for the first time.

Clearly, displaying customer reviews throughout your website is important to building trust with your customers. However, the formatting of your reviews matters, too. While simple star ratings give customers a general feel for the product, the more detailed the review, the better. It is best to create a specific review form for customers to follow that will prompt them to share more information.

For instance, these Trustpilot reviews are formatted to provide readers a full encapsulation of the service, not just a generalized overview.

Trustpilot doesn’t shy away from negative feedback – and for good reason. Bright Local’s study also found that customers actually report higher levels of trust with businesses that have a healthy mix of good and bad ratings.

It is also important to leverage other forms of “proof” through user generated content (UGC). This type of content is very effective because it is not produced by the brand – which makes it more realistic and trustworthy.

Recording customer testimonials or creating case studies about other clients’ experiences is a great way to incorporate more social proof directly on your website. Be sure to share this type of content frequently on your social media platforms, too.

Establish Multiple Levels of Connection

Building relationships with your customers requires you to connect with them on several levels. These emotional connections are extremely powerful and can lead to trust and loyalty.

One way to build these connections by showcasing the “human” side of your company. Customers enjoy knowing that there are real people behind a business operation.

Be sure to humanize your brand in multiple ways by offering contact with real people. For example, on this Ayokay’s homepage, visitors are immediately greeted with the option to connect with one of the employees on live chat.ayokay homepage

Ayokay’s visitors are instantly provided a sense of security: Human help is just a click away and a real person will be there to answer any questions.

Another way that you can connect with each customer is by making them feel unique and important. This is best done through personalization. Unfortunately, the idea of making your website totally customized to each individual strikes fear in the heart of most marketers and web designers because it seems like an impossibly formidable task.

However, there are simple ways to make your website more personalized. For example, offer items that are easily customized, such as custom t-shirts that allow people to create their own designs.

custom t-shirt

Now, visitors can easily personalize their experience.

By establishing multiple levels of connections, you can engender your customers trust and loyalty.

Keep Your Design Secure

The last phase of the buyer journey is often when customer worries and fears will manifest and sales are lost. Often, this happens because of concerns regarding the safety of private data. Since so many businesses have fallen victim to data breaches and leaks, customers are well aware of the risks they face when sharing their personal information and credit card numbers when shopping online.

Given data security and safety’s place at the forefront of many online shoppers’ minds, do all that you can to ensure that your site is safe.

Of course, start by using a payment processing platform with SSL encryption to eliminate buyer risk.

brand awareness

You also should include trust badges on the checkout page that display the various methods you use to keep your website secure, such as anti-virus software or trustworthy certifications like commendations from the Better Business Bureau.

Use E-Commerce to Build Consumer Trust

Trust is the most critical aspect of a thriving and successful business. Unfortunately, many businesses fail to make trust a top priority, as they become totally focused on improving the bottom line. However, you’ll never turn a profit if people do not trust your business to keep its promises and keep their private information safe and secure.

Be sure that every element of your website is designed to create confidence with your customers.

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