Although most customers are more confident purchasing online today than they were 20, or even 10 years ago, security concerns still linger for many as they question the credibility of less well-known eCommerce sites.
Implementing trust on your site to allay this customer mistrust is therefore crucial. If they have the slightest wariness about your site, they are highly unlikely to enter their personal information, and even less likely to offer their card details to buy from you.
As American author Zig Ziglar perfectly phrased,
“If people like you, they’ll listen to you. But if they trust you, they’ll do business with you.”
Where can you instil trust on your site?
In order to draw consumers to the checkout process, your site must be trustworthy at each stage of the customer journey. Every aspect that could inspire the customer to leave your site should be optimised to prevent distrust from growing.
There are 3 primary sections that are essential to give attention to:
When a visitor comes to your site, the first thing they will read is the copy. It is therefore crucial that this is perfect, removing any excuse to bounce. To do so, your copy must reassure the customer beyond any doubt that your site is reliable, secure and trustworthy. If not, your site’s bounce rate will suffer.
2. Site Navigation
To increase trust, quick and clear site navigation is crucial. If the user can smoothly glide through the site from the first point of contact to the last, there will be less chance for them to find concerns with the site. They will therefore be less likely to have a change of heart and leave the site, or even abandon their basket when so close to converting.
3. Checkout Process
The customer has reached the checkout. Success! However, this is the final, and often most difficult stage. Now the customer has to give their personal and bank details away, they will be more wary than ever of your site’s trustworthiness.
Designing a checkout process that assures the customer that their information is completely secure is therefore essential. Without doing so, you could lose huge numbers of customers – and worse, customers that you had successfully engaged and were on the edge of purchasing from your site.
But how do I instil trust at these three stages?
Now you know which three sections of a site are pivotal areas to create trust, it is time to dig deeper and find out how to build it. Luckily for you, our free guide below will help show you how to achieve this.
With in-depth yet simple tips, this guide reveals ways to design each of the 3 focal areas of your website to project a trustworthy site at every stage of the customer journey.