THE TRUSTED E-TAILER’S 5 SECRETS OF SUCCESSby Aline Vermeiren - February 10, 2016
Every year, another 400.000 Belgians make their first purchase online. That’s an interesting number. Yet it could be significantly higher, if web shops would meet Belgians’ trust and security needs.
Did you know:
- 50% of Belgian consumers spend more than €100 online every month
- 40% Belgian consumers are reluctant to shop online and 25% have serious doubts about online shopping security
- 20% of Belgian consumers don’t have or don’t want to use a credit card online.
If you run an online business or plan to go into e-commerce, it is important to keep these facts in mind. Most hesitation to buy online is due to security concerns. This is something you can counter by applying a few unwritten rules to your business. Read on to find out how to get the consumer to trust you.
1. Show your webshop is the one to trust
The first impression is everything. This might be stating the obvious, but a user-friendly website with a good overview, clear product visuals and correct information is key. Potential customers will quickly leave your website if this is not the case. Imagine surfing to a website with an overload of low-resolution images and limited product descriptions. We bet you will be gone in seconds.
The same goes for newsletters and promotional emails. Do not hesitate to send relevant emails to your customers, but don’t overdo it; if it feels like spam, people will quickly unsubscribe and you risk losing quite a few customers.
2. Answer questions (within a day)
For an e-commerce, customer service is even more important than for a brick-and-mortar business. Consumers need to feel safe, they want to know if the company and its products actually exist and they want to talk to real people if they need to. Make sure your contact information is clearly displayed on your website and try to reply to questions and complaints within a day.
This also includes your social media channels: please reply to all questions and complaints you receive on every platform.
Don’t forget to be open about your delivery and return system. No hidden costs; just clear communication.
3. Put all your certificates on display
A quick and easy way to gain your consumer’s trust is by showing them you have obtained different security seals, such as 3D Secure and SSL certificates. This shows consumers that you are serious about their safety when shopping on your website.
4. Offer several payment options
Give people different options to pay (via Ogone or another online payment platform). Do not forget to include Paypal, which is a quick, easy and safe way to pay without having to complete personal information on the website. This is still something a lot of consumers are hesitant about.
5. Demonstrate social proof
People will trust you when they know that others trust you. This is why allowing reviews on your web shop is a good idea. Many people rely on the opinion of others before they make a buying decision. An updated Facebook page or Twitter channel is also a good idea, as this shows that you interact with your customers.
Don’t forget to monitor your brand online beyond your own channels and respond if necessary. It’s all part of the make-people-trust-you game.
Did you tick all the boxes above for your e-commerce? Congratulations, you’re good to go!
Sources: Social Media Day; Comeos
Written by: Aline Vermeiren & Coralie Dalcq