Establishing Consumer Trust in E-Commerce

According to a 2009 survey conducted by Harris Interactive, nearly half of all consumers say they have terminated or abandoned their online order due to security fears.   With the risk of credit card or other personal information being compromised, it is more important than ever to safeguard your website to increase consumer trust.

Below are a few tips to exercise which can help establish consumer trust with your online customer base:

  • Choose a quality site design. Consider how authentic or official your site design appears to consumers.  Does it have the same quality as other larger retailers?  Is it easy to use?  Are all of the links and navigation working properly?  All of these factors can impact how trustworthy your site is to potential shoppers.
  • Display positive customer testimonials, awards, and recognitions.  Showcasing positive third party feedback helps to establish a sense of trust and makes potential customers feel comfortable purchasing from you.
  • Clearly, publish your shipping and return policies.  Most negative customer feedback results from poor customer service after a sale has taken place.  Make sure you prominently display a fair and equitable policy for shipping and returns.  It will help potential customers understand what they can expect in service once they make their purchase.
  • Purchase an SSL certificate. An SSL (secure sockets layer) certificate ensures your customers’ information is safe/encrypted during transit to a third-party site and is what many consumers look for before deciding to make a purchase online.   They are relatively affordable and can make or break your e-commerce site.
  • Join the Better Business Bureau.  A BBB seal on your website lets customers know that you are an ethical business owner who services the needs of its customers.

With these few starter tips, your shoppers will feel more comfortable purchasing products from your site and you’ll be well on your way to receiving increased sales and positive customer feedback