Getting inside the head of an e-commerce shopper can be a daunting task. There are many variables when it comes to the question of conversions; including product cost, professionalism of your website, shipping factors, payment options and much more. With the rise of e-commerce comes increased competition. Don't think that your customers won't search out your exact same product on your competitors site to find the lowest cost. With seemingly endless availability, how can you ensure your business gets the attention and the customers it needs to survive?
Today, online shoppers want to deal with a credible business and buy a product that will last. Assuming your website receives a healthy flow of traffic, you need to take those prospects and convert them into sales. Because shoppers can find what they're looking for in a variety of places, you need to provide them with the additional information, the extra mile that makes them comfortable with an initial purchase, and keeps them coming back for more. With that being said, the most important factor in the purchase decision is by far one word; trust. And not only trust in the company they're purchasing from, but trust in the product they're purchasing. Without this, your competitor is more likely to garner your business. Here's some tips on how to ensure your website isn't losing business due to lack of trust:
1. Include your business and contact information on your website (including your phone number), and any organizations that you belong to that have to deal with credibility. Shoppers may research you before making a purchase and definitely want more than an email address in case something goes wrong.
2. Showcase positive customer testimonials. Nothing is more powerful than another consumer giving their recommendation on a business or product.
3. Highlight the fact that shopping on your site is secure. Whatever layer of encryption or method your merchant account uses, make sure your customers know it's safe to give out their credit card information.
4. Give your business a voice and personality. Let people know who you are, why you're in this business and how important customer service is to you. People want to know who they're buying from.
5. Professionalism. Make sure your site is easy to navigate, designed well, and conveys the idea that it's a real business so customers know how to find what they're looking for. There's a standard that people are used to, and you need to be at or above that line when it comes to your website.
The easiest way to meet all these requirements is to implement a business blog. This will provide a forum for you to give your shoppers what they need when it comes to trust, and it will also ensure they have the best opportunity to become your customer for a lifetime. A blog allows you to post testimonials, reviews, company information and also give your business that all-important voice. When it comes down to a decision on whether or not to purchase from your site or a competitors, a business blog that conveys professionalism and trust could be the deciding factor that allows those sales to start rolling in.
