While a hilarious advertisement or flashy product might bring people to your site, inspiring faith in the strength and reliability of your brand is what will spur those visitors to invest their hard-earned money in what you’re offering, and also keep them coming back. Without the ability to look visitors in the eye and give them a firm, hearty handshake, how does a seller build the kind of trust that turns perusal into purchase? Here are five quick tips to help convert buyers through trust.
A physical storefront inspires trust because, when people inevitably have questions about the product, they know the hours and the address of the men and women with the answers. For this reason it’s integral to put contact information front-and-center on your site, and to have a knowledgeable, friendly staff trained to alleviate any concerns on the other end of that email or telephone exchange. When a visitor knows he or she can rely on real people, that customer will be more likely to invest in your product. Bonus points: ensure that the same quality and standards of customer service remain available on every channel a customer can contact you o whether through your email, phone, or Twitter handle.
The easier it is for visitors to understand your policies regarding shipping, taxes, fees, and returns, the more they’ll feel like they can trust your brand. Clearly defining every step of the purchase process—including exactly what a buyer can expect to receive with his or her purchase and when that might be—goes a long way toward easing any fears about reliability. Moreover, keeping visitors informed about potential changes to product availability and consistency can avoid the kind of confusion that stifles confidence in the viability of your company.
Providing a familiar digital environment breaks down any walls that could make a customer, especially an international customer, nervous about his or her purchase. To successfully market your product worldwide, you must offer a seamless buying experience. Investing in payment processing software that allows the customer to complete the transaction in his or her native language adds an extra level of comfort that’s sure to bring people back again and again. This initiative must also includes automatic currency translators. Your product or service may be universal, but the buying experience should be as intuitive and comfortable for the individual customer as humanly possible.
Perhaps the most powerful trust-building tool in your arsenal is the shared experience. Testimonials from satisfied customers lend credibility to your brand and give visitors the confidence they need to put their faith in your product. If you encourage customers to leave feedback about their purchase, those reviews can give potential buyers the perspective they need to see your company as the reliable, risk-free merchant they need you to be. According to Extole’s Ultimate Guide to Referral Marketing Programs, 92% of customers trust the recommendations of their friends when making purchase decisions, and 80% of all purchases involve word of mouth recommendations during some point in the purchase life cycle.
Self-evaluation is vital to the long-term health of your relationship with your customers. This ties together every element of the consumer experience, and your visitors will appreciate your commitment to offering them your best. Do not be afraid to tweak processes, and to tell your customers these changes are meant to improve how they buy from you.