The internet makes it possible for consumers to acquire any product they can envision—without even having to leave their home in most cases. But just because people can buy any product online doesn’t mean they will.
Before consumers make purchases, they undoubtedly have some questions. In lieu of being able to scope out a store in real life and speak with a sales associate in person, online consumers seek certain information on your website. This information—or the lack thereof—can make or break an online sale.
Here are four things ecommerce customers want to know about retailers before they’ll convert.
#1: The “Face” Behind the Brand
First time visitors inevitably wonder: Who are you? What’s the story behind your online retail business? Who are they supporting when they give you money? These questions are best answered on an “About Us” page outlining your company’s story, staff and values.
In telling customers all about you, you’re building trust and humanizing what would otherwise be a generic online store. This is a great place to establish what your store stands for and introduce the people behind the brand. Photographs, videos and written copy are all vital components of an informative introductory page. You want this page to be compelling and conversational, rather than overly formal.
Make sure visitors to your website can easily find your “About Us” page by making it part of the main navigation bar.
#2: Your Website Is Secure
Before handing over their credit card details and personal information, people want to know your website is safe. Wondering how to build an ecommerce website using a platform like Shopifythat’s secure and trustworthy? Start with built-in cybersecurity measures like Payment Card Industry (PCI) compliance.
Making your site security strong is the first step, but there’s still the matter of demonstrating these security measures to your customers. One survey found 48 percent of respondents feel “trustmarks” are a factor in helping them decide whether to trust a website. Positioning trust badges and seals from respected sources near checkout gives shoppers a quick visual representation of the kind of endorsements your site has. There are a huge variety of trust seals from which to choose, from “PayPal Verified” to “McAfee Secure.”
#3: Your Fulfilment and Return Options
Order fulfillment options and return policies sway purchasing decisions. A customer is more likely to buy a product if the delivery options suit their needs—whether that’s fast, free or some combination. It’s also less risky to buy a product that’s returnable, meaning a solid return policy can boost conversion rates because people figure they’ll take the chance.
#4: What Other People Are Saying About You
People are always going to trust what other online users say more than they trust your brand. This phenomenon is known as “social proof,” and it has a powerful sway over whether people do business with your brand. In fact, 85 percent of consumers “trust online review as much as personal recommendations.”
To help your website gather a healthy number of authentic customer reviews, make sure you’re reaching out to customers after they’ve made a purchase to ask about their experience. You can even incentivize customers to leave a review on your website or on your social media page with a reward for doing so, like a discount. Just make sure you’re not asking them to leave a positive review; they should feel comfortable expressing their honest experience with your company.
When customers know these four things about ecommerce retailers, they have a better chance of making a confident purchasing decision.