Loading ...As the saying goes “you can take a horse to water but you can’t make it drink”, so too does this apply to buying online. Your product might be ground breaking or it might be well priced, your service may be exceptional, yet you can get visitors to your site, you can use Search Engine Optimisation as one of your marketing tools to get people to your site, but you can’t make them buy, for that you need to engender trust, this is what will make people buy.
How do you make your site trustworthy?
Trust is based on transparency; the user needs to see what they are getting before they commit to buy and this takes time. Trust is not an instantaneous process and entails getting past a number of hurdles, such as concerns over handing their credit card details to a company they aren’t familiar with. Another hurdle or opportunity is that potential customers like to research before they buy, so this causes a delay between visiting and buying. This means that your site has to convince them that you as a company as trustworthy enough to spend money with.
It is important that your company’s contact details are easy to find and well displayed, your telephone numbers, email address and physical address for customer support as this takes your company out of cyberspace and gives it a real location. Safe and secure shopping is something else you will need to convey to your customers, more and more customers insist on this feature, let them know that your site is hacker proof as this will go a long way toward creating the impression that you are a company that can be trusted. Display these security features prominently on your site.
Another issue for a lot of customers is your return of refund policies. Your site should display these policies clearly and in easy to understand language and at same time let customers know what forms of payment you accept and what you don’t.
When you are competing in a price war amongst high competition who offer similar products it is the time to consider other factors such as don’t insist that your customers sign up and create an account just so they can add items to the shopping cart.
Customers also want to know the full cost of their purchase before they commit to buy. Many sites don’t supply this information until customers have gotten to the shipping address section, try to include a flat rate of shipping on the page that displays your product so customers can see what extra costs will be added up front, or offer free shipping but incorporate it into the initial price.
Give potential clients any extra information you feel they may need to verify, back up or explain your product and help them make their decision to buy an easier one. Allow customers to read reviews that list the product features and which shows how it works.
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Tags: Search Engine Optimisation
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