I am targeting a demographic for a new ecommerce site that might not be entirely comfortable with computers or submitting their payment information online. A few conversations with customers this past week have confirmed this. How can I make show that their information is secure and they will recieve their product? I would like to do this very simply in an easy to find way. It would be best if it required no extra clicks or action on the part of the customer.
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Hi Matt, great questions. You can always go with some of the online business certifications like TrustE or Better Business Bureau, etc. Your customers may not be familiar with those though, so I'm not sure how effective they would be for your specific situation. Another way to earn trust is by weaving transparency and personality into everything you do on the site. Try to convey to your customers that real people are behind the site. Make sure that you really care about your customers instead of just making money. Choose a customized design that shows you care, and write in a comfortable way that gets your personality across. Testimonials from other customers can also make new visitors more likely to connect with your product. |
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Banner Low!
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I think it's very important to have a valid SSL image (Verisign, Trust-e, other provider) on the shopping cart page. This can not only assure your customers you're protecting their security and privacy, but it's been shown to help conversion rates. You could A/B test an SSL certificate to determine what the difference is for your site. And like Corbett mentioned, testimonials do help a lot. If possible, have a phone number and contact email available. You may also look into having a separate page on your site dedicated to Security/Privacy and what you're doing to protect your customers. Good luck with your new venture! |
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Excellent answers. Thank you. Some great ideas that I didn't think of. I read a comment on Search Engine Journal the other day about testimonials. It suggested offering past customers a small refund on their purchase(say 5%) or a discount on future purchases in exchange for a testimonial. I have been planning on trying this but also asking if customers will take a picture of their installed product. Then having a page devoted to pictures of our product in use. |
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Create a web video that is prominent on the site with a personal introduction as to why you sell your product and how it can help them. Also give people an easy way to connect with you 1800# works great and actually respond to people within a reasonable amount of time. This conveys a lot of trust in my opinion. |
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Like Jason said, have the page SSL secured, that's a huge thing. I know verisign has a big logo you can plaster on the page that says "VERISIGN SECURED" others must have this as well. Also, maybe get one of those Extended Validation SSL certificates, that has more information in them, and really displays well on firefox, it highlights in bright green, and has a lot of your company information in it. (not sure about other browsers however) |
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