Trust plays a crucial role in the purchasing process. Customers worry about: the product not being delivered, receiving a faulty product, payment fraud, not knowing where to return the product to, misuse of personal data. A reassured customer is a won-over customer!
A detailed analysis of over 50 e-commerce sites came up with some very interesting facts. Trust can be gained by using accounts of customer experiences, visuals or symbols of trust, specific statements (promise of refund, possibility of returning the product…).
Here are a few tried and tested best practices:
- Telephone number: display, very clearly, a telephone number on the homepage of your store, ideally in the header. The customer then knows that he can contact somebody if he requires information or assistance with placing an order.
- A personal service: to take this one step further, make your customer service department appear user-friendly. To do so, display a friendly face and a name next to the telephone number. The customer will be happy to see that rather than just an impersonal customer service department, "Claire" will answer their questions.
- Live communication: a customer browsing your site is wondering about your products. Provide instant reassurance and advice. You can use the LiveChat function which allows you to give instant advice to customers. Be proactive and turn this visitor into a customer!
- Symbols of trust: emphasize quality labels, order and technical guarantees. Stand out from your competitors by underlining your "commitments": secured payment, easy (or even free) exchanges and returns, fast delivery "satisfaction or your money back"…
- Presenting the company: add a page entitled "About us", "Our company", "Who are we?" in order to present your company. Customers like to be able to clearly identify the merchant. Information you should include: company name, corporate address, telephone or fax number, email address or data entry form, company presentation (history, activities, key figures…)
- Privacy protection: commit to protecting the user’s personal data. In France, it is necessary to observe the “Loi Informatique et Libertés” (French Data Protection Act), dated 6 January 1978 (modified in 2004).
Here are 3 helpful examples to inspire you:
- Sarenza highlights particularly effective elements to reassure customers. A section entitled “Do you have a question? We are here for you" encourages the customer to complete a contact form or ring specific numbers depending on the type of request (the customer then knows that he will be directed to the right department). Another section entitled “Customers’ personal accounts” displays customer opinions.
- Archiduchesse (PrestaShop store) : the statements "Made in France", "Secured payment" with a presentation of all the methods of payment offered, "48/72hr delivery", instantly reassure the customer
- MenLook(PrestaShop store)have opted for openness! The header and footer give pride of place to the company’s commitments: delivery for €4, free returns for 30 days, exchanges within 30 days...
So act now – gain more customers (and above all their trust) and increase your income!