Web Design, Thought Leaders

Eliminate Buyer Risk at Checkout and Improve Your Customer Trust

March 6, 2019

by Tanner Rankin

Top Rated | Amazon Consultant & eCommerce Consultant | 10+ Years Experience

Use these two simple techniques to convince your e-commerce site users to check-out instead of abandoning their items in the cart. 

Motivating visitors on your website to check out can be difficult but not impossible. 

These 2 simple and actionable solutions can turn your visitors into paying customers.

As an e-commerce consultant with 10 years of experience running my own companies and supporting other platforms, I’ve diagnosed and fixed a lot of e-commerce website issues.     

Most failures to commit to a purchase boil down to 2 things: trust and risk.  

Learn these 2 simple techniques to get people to trust your business and check out:

  1. Improve trust by building social proof into your cart & checkout: Add reviews to your cart & checkout pages
  2. Remove buyer risk: Make your guarantees, warranty, and return policy visible and obvious on cart and checkout pages

 1. Improve Trust by Building Social Proof Into Your Cart & Checkout

Social proof can be an important concept to implement in the buying process. 

Social proof gives customers confidence in your company, so they feel safe entering their credit card information into a site because they can see other people have done it. Further, not only have other people given their information, but they are happy with what they have purchased. 

How do you add social proof to your site experience? 

The best way to increase consumer trust is to add reviews to cart and checkout pages. 

Most sites have reviews on product pages and home pages, which is a great start to entice customers. At this point in the buying process, however, your customer has:

  1. Added the product to their cart
  2. Looked at their cart
  3. Checked the shipping costs
  4. Opened another tab in Chrome to search for a coupon code
  5. Price checked on other sites

As the buyer goes through a number of tasks before purchase, they easily forget the reviews they read on the previous pages. 

I’m a firm believer in M.I.O: Make it obvious.

You want your social proof visible and obvious at the points of purchase. The example we created below demonstrates how to remind users of your trustworthiness

Check-out platform
The site illustrates that the company has excellent service and is rated 5 out of 5 stars.  

The site makes it clear to potential customers that previous customers are happy and they will be too.

The most important piece? They are giving this last boost in confidence right at the point of purchase when the customers make the ultimate commitment—to spend money.  

So how does this pertain to your situation?  

  • If you only sell one or a few products: Put a few of your key reviews that cover the top benefits and handle any objections on the cart and checkout pages.
  • If you sell many products: Include a few of your key, seller-related, reviews that explain how great it was purchasing from your site, perhaps discussing a great customer experience or fast shipping. 

By adding reviews to your cart and checkout pages you give your potential customers the extra boost of trust they need to make their investment in you. 

That’s not the whole story though. There is more to the equation. 

2. Remove Buyer Risk

Buyer risk can inhibit customers from buying your products. Usually, buyer risk is the pesky voice in customers’ ears saying:  

“If I enter my credit card or PayPal information into this site and have problems, is my money gone forever?”

Given that customers cannot touch, taste or try on your product before they make a purchase, you have a few extra hurdles to overcome in the buyer’s journey. 

In many cases, your website may be the first time a customer is interacting with your brand. They possibly found you on Facebook or clicked on a Google Product Listing Ad.  

As such, you don’t have the inherent credibility of a brand they’ve seen many times elsewhere. 

It doesn’t mean you can’t sell to these customers. You simply have to remove the buyer risk.  

Now, how do you remove the buyer risk?

Most companies have a return policy, warranty, or guarantee listed on their sites. 

These bonuses add value to a customer’s experience, but you can take further steps to eliminate consumer worry.

Remember M.I.O.?  Make it obvious.

You want to strategically remind customers that all is not lost after submitting payment on your site at the point of purchase.  

Use the below checkout on Amazon as an example: 

Amazon Check-Out
Under the “apply coupon” button, Amazon addresses common customer concerns just as the customer is committing to the purchase.  

You want to think about the typical concerns a customer would have that are specific to your product or industry.  

For example, maybe a majority of your customer base has purchased from online retailers that ship from overseas and it takes these companies 3 to 4 weeks to get customers their product.

Then, it’s another few weeks to ship back and receive a refund if the customer has an issue or wants a different size.  

Considering these experiences, when it comes time to try your site, these consumers are wary because they want their product quickly.  

If your company ships their inventory from the same country as your customers, remind them that shipping is fast.  

Make it easy for consumers to connect your brand to quick receipt of the product. 

Another example would be if you’re in the fashion industry, and customers are accustomed to trying their clothes on and returning them easily when they don’t fit. 

Offer free returns and remind customers that they can receive a refund if their clothes do not fit or they don’t like them. 

Evaluate Your Trust and Risk Levels

At the end of the day, your customers will only buy from you if they trust your company and the purchasing process isn’t risky.

You can more easily compete with low-priced competitors if you are a reputable brand that offers a great experience.  

Make it obvious that your site produces high-quality products and has an efficient, safe, buying journey and watch your sales increase. If you are unsure how to create a great buying journey on your e-commerce site, consult with a top e-commerce developer

About the Author

Tanner Rankin HeadshotAs an author, speaker & founder of The Source Approach, Tanner Rankin has been helping startups, manufacturers, retailers, & more thrive online for 10 years. From owning & co-founding multiple companies, Tanner prides himself in “actually doing this stuff.” 

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