E-commerce websites should highlight the quality of their services and turn them into a USP. Show your dedication to your customers and instil a climate of confidence by making commitments to your customers. The result? More orders! Here are 6 tips to highlight the quality of your services to the max!
Show your commitment
Display your guarantees to your customers on your homepage. You could list them in a section called: “Our services”, “our guarantees” or even “X reasons to trust us”. Insert this section in your header or footer. The customer can then view all your assets on a page which they can reach via the homepage. Make a feature of these services and attract your visitors’ attention to them.
Which guarantees should you highlight on your website?
Different shops have different features to highlight. Here are a few examples of your website’s guarantees to add to your section.
- The best prices in terms of value for money..
- Variety, the number of products you sell, the sheer amount of choice.
- Efficient customer service with a guaranteed customer response time.
- Advice and buying guide.
- Exclusive sales of one or several brands.
- A selection of secure payment methods plus the bank or payment provider’s logo.
- The quality of order monitoring.
This is an example of eBay’s commitment. It states it will contact the seller for free if the customer has not received the order. eBay buyer protection reassures the internet user and makes them more likely to order on eBay.
Some services related to legal requirements are compulsory for all trading websites in France. Be smart and turn them into USPs for your customers to benefit from. For example, the compulsory 7 day cooling off period for remote sales can be presented as a “satisfaction or refund” feature of your company. You should also consider highlighting data protection and guaranteed delivery times on your website.
Smallable’s website has a satisfaction or refund display on the footer when in fact it is simply the legal 7 day cooling off period. The addition of a smiley face gives customers the reassurance they need to place an order on the website.
Promote your partnerships
Don’t be afraid to feature your partners on your website to show that you work with reputable companies. Do you use PayPal as a payment method and UPS for deliveries? If so then add your partners’ logos to your homepage.
FIA-NET website seal
The fia-net website seal is proof of the quality of your service in three key areas: the delivery matches the order, plans to reorder and dispute resolution rating. 83% of internet users state that seeing a FIA-NET logo on a website has influenced their decision to place an order. (Source: FIA-NET Survey – November 2009 – 836 participants). This seal reassures internet users and encourages them to buy online.
Advice and buying guide
Tools to help make a decision constitute a real bonus for internet users requiring expert advice and enable you to demonstrate your knowledge of the products that you sell. If you have a buying guide on your shop then ensure it is practical, objective and easy to use. The aim: provide your customers with accurate information to understand your services and help them to place their order. For example, if you sell computers then provide your customers with a “choose a PC to suit your personal use” page.
The home boulevard website provides customers with advice about the products it sells in a section called conseil de la semaine (advice of the week).
All the services you provide should be featured on your website, including the compulsory ones. They constitute USPs which instil a climate of confidence essential to online orders. Highlight the quality of your services and you will see a marked increase in your online sales.