Just like the name suggests, trust signals are marks or items you include in your e-commerce store to influence customers to have faith in you.
These may include a professional website design, product description and specifications, customer reviews and testimonials, and security certificates. Trust signals in E-commerce are key in dispelling doubts, solidifying relations, and compelling prospective buyers to purchase.
What is The Importance of Trust Signals in E-commerce?
E-commerce is growing. Ironically, people do not trust the internet. In addition, for the right reasons. Today, there is a skyrocketing rate of internet crimes[1]. Internet shoppers understand they are at a higher risk of credit card data fraud, phishing, impersonation, and social media fraud[2]. Coincidentally, buying online requires shoppers to share their personal and bank details with individuals they have not seen. How can they trust you?
Unlike a physical store, online shops do not have direct contact with shoppers. They lack face-to-face opportunities to convince the prospect that their store exists and has the items they display online. In addition, consumers cannot use their senses, such as touch and smell, to determine if they have the correct item for their needs. It is upon the ecommerce store to help customers to trust that their store exists and that the items they display match what the consumer is looking for.
Considering the scenarios above, you will realize that trust is among the key factors influencing the customer’s decision to shop or not to shop online. It also influences which store they buy from. Yes, shoppers appreciate outstanding product collection, customer rewards, and prices. However, their level of trust in a store can make or break a deal. Trust icons in e-commerce help to dispel perceived risks and influence buyers to believe in a brand and its offers. By assuring website visitors they are safe, trust signals compel them to keep browsing and place orders, thus increasing conversions.
8 Trust Signals You Can Implement on Your Online Store
1. SSL certificate
Security certificates are commonly known as SSL certificates. They are trust icons that online brands acquire to ensure secure data transfer on their website through encryption.
The online brands can purchase SSL certificates from a reputed certificate authority such as RapidSSL certificate[3], comodo SSL certificate, GlobalSign SSL certificate, etc. This way, the eCommerce store ensures that scammers cannot eavesdrop on customers’ data.
This is crucial to eCommerce stores since you cannot sell and ship merchandise without asking for customers’ sensitive information. Having a sign that shows consumers, they are browsing a secure website that boosts their confidence in you. This upsurges their likelihood of finishing a purchase.
2. Legal pages
One way of affirming that your website is genuine is by including a Privacy Policy page and Terms and Conditions page. These documents founded on the law explain how online visitors interact with your website. They also explain the website’s measures to guarantee their safety while browsing the site or sharing any data. It is also your way to disclose the rules and conditions users should abide by.
Since the law, having them binds legal pages confirms to visitors that your e-store abides by the laws governing data privacy and internet use. You will earn the customer’s confidence and encourage them to buy from your site. It is helpful to engage a lawyer who can advise and guide you in developing comprehensive terms and a privacy policy for your e-store.
3. Contact information
Contact details and physical address are the website additions that make your e-commerce feel like an actual store. A valid address gives confidence to buyers that the items you sell exist. It also affirms that they can access someone to cater to their concerns if their orders do not proceed as expected.
4. Consumer reviews and testimonials
Reviews and testimonials act as independent approvals that can shift tides in your favor. Various research findings have established that consumers do not trust businesses as much as their peers and family. Your sponsored ads, press releases, and other marketing materials do not carry as much weight as word of mouth.
According to a finding by HubSpot research[4], 81% of buyers rely on the opinions of fellow consumers and acquaintances when deciding whether to buy from a store or not. That is why they prefer to check independent customer review platforms such as Glassdoor and Trustpilot before engaging in a business. It has, therefore, easier to influence prospects to trust your online shop by displaying reviews and testimonials by verified customers. Getting trusted third-party review websites to verify your e-store and add their stamps to your website is even better.
Customers value reviews and testimonials because independent users share their experiences with a brand without bias. The general understanding is that a business is likely to toot its own horn, and much of the information it will give about its brand and products could be exaggerated. That is not so with a third-party reviewer or past customer.
Luckily, collecting reviews and testimonials today is hassle-free. Encourage past customers to leave reviews by:
- Listing your business on third-party business review sites such as Google my business, Yellow pages, Bing places for business, and Yelp.
- Including a review request form on your product pages
- Adding a place for review and rating in your post-purchase emails
- Giving an incentive such as loyalty points, discounts, and other freebies for a review. You could share your requests and offer via emails, on social media, and in newsletters
- Creating a business page on social media platforms such as Facebook, turning on the review, and rating feature.
- Adding a review section next to each item on a customer’s purchase history
5. Trust badges
Trust badges and security certificates go hand in hand. One of the main concerns of internet users is whether they are shopping from a genuine site. Customers may shun sharing their personal and bank details online to avoid the risk of falling prey to online fraud. That is why as an ecommerce store, installing trust badges can assist customers in confirming that they have visited the right website and your online shop is genuine. A trust seal is a third-party endorsement on your site. It comes from reputable companies and when they endorse you; it tells visitors that your e-commerce store is credible.
6. Perfect communication channels
Customers want to find reliable ways to reach you in case they have questions or situations that need clarification. Like in a physical store, some customers do not always know the best item for their needs. They talk to sales representatives and trust their guidance and advice in finding the right fit for their needs. This advice and guidance go a long way in ensuring shoppers have an exceptional shopping experience. Ecommerce stores can still provide this experience by availing various communication avenues for their customers. Give an email, a working phone number, and live chat support options to enable seamless communication with buyers.
7. Engaging content
Popular online brands publish content that offers value and enhances personal connection with their target customers. Besides, with content marketing, your website will rank high on the search engines and cause new customers to discover you. Your content can be entertaining, informative, and promotional. Do background research on your consumers and create relevant and engaging content. Such content will keep them glued and compel them to choose your brand when looking for items within the category you sell.
1. Detailed product descriptions
Buyers fear that an item they wish to buy will not match their expectations. It is easy to dispel such fears in a physical store where they can view, smell and touch the item to judge its quality and suitability. Unfortunately, they do not have this privilege when buying online. Therefore, you need to develop detailed product information and images that enable customers to envision how the product looks and feels.
Write the features, benefits, and specifications of a product. If they need to choose a size, include a chart to guide them in picking the correct size. Add images and an example showing the item in use to clearly show where the item applies.
Also, note that customers fear that if they buy the wrong item, they will be stuck with it forever. Therefore, boost their confidence further by adding a 100% satisfaction guarantee. It is helpful to describe what the guarantee covers. For instance, will you give refunds, and after how long? Will you waive the shipping fee on returns? Such a guarantee gives customers peace and compels them to buy. That is because they can quickly return the item at no extra cost or get refunds when it does not work as desired.
Ready to Add Trust Signals and Boost Your Sales?
With the rising number of ecommerce stores, the competition is stiff. You do not want to miss an opportunity to convert your hard-earned leads to happy buyers. Gain credibility with your visitors by installing the trust signals above and seeing your sales skyrocket. These icons communicate trust and assure customers of their safety when browsing your site. This way, they give your ecommerce visitors reasons to continue browsing and place an order. That is how trust signals enhance sales conversions.
References
- ^ skyrocketing rate of internet crimes (www.forbes.com)
- ^ social media fraud (www.ic3.gov)
- ^ RapidSSL certificate (www.ssl2buy.com)
- ^ research (blog.hubspot.com)