Like most buyers, you'll probably be looking for reviews from past customers looking for any evidence that the company is meeting their needs.
But when your own online store is brand new and there have been no sales yet, which means there are no reviews or social evidence that can be used to instill confidence in potential customers? This is a dilemma that almost every new entrepreneur faces.
Customer trust is the hardest to earn when you don't have customers.However, you need to earn the trust of customers before they decide to buy from you. Fortunately, there are several ways to overcome this conundrum in order to gain the trust of a beginner and expand your e-commerce business. In this post, you will learn nine strategies to gain the trust of customers and start developing your e-commerce business from scratch.
1. Tell us about your business.As consumers, we tend to distrust brands at first glance. After all, their ultimate goal is to make money. But we are more open to trusting people.
That's why one way to overcome consumer skepticism is to show the human side of your brand. Consider introducing yourself-the person behind the business-to your customers, especially if it adds authenticity and credibility to your brand, for example, if you sell products that you produce yourself.
A great place to do this is the "About Us" page on your website. By focusing on yourself as a business owner and not just your products, you can tell your story and your brand's story at the same time. This helps customers get to know you more, which also lays the foundation for trust in your business.
Take this example below from Wrightwood Furniture.
Similarly, you can add a human face to your own business by linking your personal story to the story of your brand.
2. Build relationships through content.
Content is a powerful tool for connecting with new users who have no idea who you are, giving you the opportunity to slowly introduce yourself to them without being persistent.
Regular blogging can show that you are investing in your business, your industry and the problems of your customers, which is always a good sign for consumers.
Content can also help consumers get to know your brand better, especially if you share stories and develop your own brand voice. Both of these things will show the personality behind your brand and help people feel that they really know you and can trust you.
This is also facilitated by encouraging discussions that allow you to communicate with people. Even if users leave only a quick comment, it gives you a valuable opportunity to talk to them one-on-one, establish a personal relationship through their screen.
Content marketing is also an exceptional way to showcase your expertise. If consumers see that you, as a store owner, really understand your stuff, they will believe in the quality of the goods or services you offer.
A mattress company like Casper, for example, can use their blog to demonstrate that they know something about how to get a good night's sleep.
For content marketing to be effective, you must regularly provide valuable and high-quality content.
3. Show customers that their safety is your priority.
Cybersecurity is a huge problem, as hackers reveal even such large networks as Target. So it makes sense that consumers are afraid to tell anyone their credit card information.
One way to combat this is to use security enhancement apps that not only add another layer of protection, but also inform customers by displaying security icons in your store (for example, the Shopify Secure icon).
The McAfee Secure Shopify plugin is a great example of this. Not only does it help protect user information, but to a large extent its value lies in the fact that your site hosts an icon of a well-known security company, which can help improve conversion. Similarly, you can also consider the TRUST app for this purpose.
Offering multiple payment options is another way to make consumers feel more comfortable when buying from you. Some buyers simply prefer some payment methods to others.
PayPal's offer, for example, acts as a secure financial gateway that many customers prefer to use, believing that it adds another layer of protection. One study even showed that, although customers generally trust their main banks more and do not like to invest in PayPal, 69% of respondents believe that PayPal protects their financial information better. If you can offer payment methods that users trust more, they will also trust you more.
4. Underline the refund policy.
A good refund policy is considered a sign of quality customer service. They show that you prioritize customer service quality and are so confident in your product that customers can send it back for a refund if they don't like it.
The refund policy immediately reduces the potential risk that your customers assume when buying online. If you offer a free refund within thirty days without any questions, people will be much more willing to buy from you. If you can't afford to offer a free refund to all your customers, consider offering it only to loyalty program members.
However, it is not enough just to have a refund policy, you need to demonstrate it on your website:
Create a page that outlines your full refund policy (this can also be part of your FAQ page)
Create a section dedicated to returns on your product pages (as in the example above from Press).
Place an icon on your website to emphasize money-back guarantees (Shopify apps like Trust Seals can help)
A link to your refund policy in the footer of your website
5.Be available for customer feedback.
It is important to answer these questions as quickly and in detail as possible.
Who would you trust more: a brand that responds within two minutes with a complete answer to your question, or a brand that takes a day to give an answer?
Speed is especially important nowadays, when instant gratification makes consumer demands more urgent. Because of this, if possible, integrate online chat into your website (for example, the Shopify messaging channel). Knowing that they can get an almost instant response can encourage potential customers to ask questions, and you can chat with them to solve problems or objections in real time, even offering additional sales of other products.
Online chat is becoming one of the most important elements of customer service. It is also the preferred method of communication for many customers: 92% said they felt most satisfied when using this feature, and 53% of consumers prefer real-time chat to other methods of communicating with the brand.
6. Provide detailed information about the product.
Concreteness helps - instead of the word "skin" it would be much better to say "vachetta skin".
Here are some things to add to the product descriptions:
- Exact dimensions of the product
- Exact weight of the item
- Product Ingredients / Production materials
- Warranty Information
It is also useful to have as many images and videos as possible to demonstrate the quality of the product and how it can be used. It helps people imagine this in their lives, and the clearer they see it, the more likely they are to believe that you can do what you are talking about.
7. Think about giving away samplesIt can be difficult to find those first customers who will give you a chance and help you gain momentum. One of the reliable ways to pass your products to customers is to give them away.
Product samples or gift giveaways can generate interest in your business and inspire trust, eliminating all risks. Offering customers the opportunity to "try before you buy" is not suitable for every business. But if you sell a product that you can afford to distribute in smaller quantities (for example, food), you can first earn consumers' trust in the product, and then easily turn them into paying customers.
There are several different ways to give away your products for free so that they bring real results. This includes:
- Distribution of them to a certain number of people and in return to shoot a review. You can record reviews or reviews and display them on your site as soon as they are enough to gain trust.
- Send your products to influencers or bloggers who can tell about your target audience.
- Give away free samples in pop-ups or at events to generate interest, knowing that people who like the product will find you online later.
Remember that product samples and gift giveaways are a great way to start gaining trust, but in order for these efforts to be effective, you need to put your products in safe hands to get the most out of them.
8. Use the FAQ page to solve purchase problems
A good FAQ page can do a lot.
It can answer users' questions about both your brand and your products, demonstrate your experience, provide information about products and show customers how you run your business.
This is just another way for users to get to know your brand better and make purchases from you more comfortably.
Frequently Asked Questions pages are often written in order to inform users, overcome objections and ease any doubts about the purchase. It also gives you more opportunities to tell the story of your brand by reminding users of what sets you apart from others and showing them why they should become your customers.
Take this example from Litographs. Each question is asked by the customer's voice, and each answer gives a detailed explanation and refers visitors to other parts of the site (for example, to the refund policy) to learn more.
Your FAQ page may include:
- Information about your brand that is not listed in the "About Me" sections or on the main page.
- General product information that you know is important to your customers ("Yes, our products are organic, free of parabens, gluten and soy).
- Information about certificates or licenses that can be trusted, such as a kosher certificate.
Answers to questions that potential customers constantly ask you or that they ask your competitors.
9. Fix the little things that undermine trust.
Ask your colleagues and friends if they will trust the site enough to buy on it. If so, why? If not, what causes this feeling of anxiety? Is it unclear on your homepage what it is about? Are your delivery times not transparent enough? Do you have or even have a memorable and short domain name?
You may think that you are honest and trustworthy, but that doesn't mean that customers will also think about it.
Review your site for minor errors. If there are obvious spelling or grammatical errors in your text, you may lose credibility and reduce the conversion rate. Even if you're not a writer, you can run your copy and content through Grammarly to identify any random errors.
Broken links also look sloppy, and poor-quality graphics are unprofessional and cheap. They may seem small, but they can affect whether a customer trusts you in just a fraction of a second, so don't ignore these details.
Trust is more important than sales
Trust is a prerequisite for buying, especially when shoppers today have countless options available with a single click.
However, with these strategies, you will hopefully be in a better position to win some first sales and earn a reputation that will continually inspire confidence from a growing customer base.