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COMMUNICATION
The answer is surprisingly simple and inexpensive, but rarely
used to its best effect: communication. Specifically, the things
you communicate to your customers about your service/product and
the WAY you express them.
Think about the atmosphere that makes you feel comfortable when
you go shopping... how the staff treat you at your favorite store...
how did they win your trust and your business?
Most online shoppers are attracted by a casual style of information
presentation. Imagine how you would pitch your product if the
client were seated right in front of you. Actually trying this
with a friend or coworker can help clarify your thoughts. Then
write it that way (preferably without the ums and ahs!) Get the
text proofread carefully... nothing diminishes respect like a
page full of spelling mistakes!
GET REAL
Want to really connect with your visitors? Introduce yourself
or another key person in the company by using a real name and
photograph. This brands the site as belonging to a real, live
person and creates a subtle bond.
An "About Us" page is the perfect place to build on that feeling.
Here's where you explain what compelled you to start your e-business,
what your goals are, your business ethic and why customers should
deal with you instead of your competition. In fact, a short 3-
or 4-line version of that same text can be displayed on the bottom
of each page of your site as a sort of signature.
TESTIMONIALS
And never forget the best free confidence-builder ever invented:
the testimonial. Include as much information as you can about
the source of the testimonial: first and last names, city of residence,
business name or URL if applicable. (Get permission first) This
lends much more credibility than, for example:
"Loved your online underwater basket weaving course!" -JB, USA.
Then put those quotes in high traffic locations. Don't make your
customers search high and low for them because most won't bother.
Brag a little... If your site is affiliated with or has been
recognized by other organizations, get permission to use their
logo on your index page. Same goes for any awards you've received.
Those little official-looking buttons and logos breed trust because
they ARE official looking and because respected institutions stand
behind them!
REASSURANCE
Take into account fraud fatigue. Remember, most of us who were
around before the advent of online shopping have had the message
drilled into us: Don't give out your credit card number over the
phone (or in this case, phone lines). We need to be reassured
that in the 21st century, it's okay to break this old rule. Susan
Grant, of Internet Fraud Watch, says it really IS okay: "Paying
with a credit card is the safest way to shop online. Federal law
protects credit card users if they don't get what they were promised
or if unauthorized charges are made on their accounts."
Now, pass on that reassurance to your visitors. Outline your
credit card security policy. Emphasize how safe the new encryption
technology is. If you have a customer satisfaction policy, define
it. If not, write one and stand behind it. Brick and mortar commerce
has survived into the 21st century because of its customer service
ethic. E-commerce has to keep the pace.
Back this up with your own privacy policy. There's an incredible
appetite out there for targeted e-mail addresses and other personal
data. And there's no shortage of online vendors who have no qualms
about selling that information. If you want your customers' confidence
(and their return visit), spell out exactly what will happen with
their personal data after they entrust it to you.
Don't forget about technical matters. A recent survey said the
majority of consumers who abandoned their online transactions
did so because their sessions were interrupted. That means we
have to pay more attention to making the purchase process easier;
fewer pages and smoother site performance are vital to keeping
customers.
CUSTOMER SERVICE
Now you're ready to deliver the coup de grace: Tell your visitors
about your great customer service department. Splash it all over
your website, because this is the stuff that trust is made of.
Consumers need to know there's a place to go or a number to call
if they're not satisfied. Just the fact that you're spending money
on customer service staff proves you're not a fly-by-nighter.
By breeding trust in these ways, you can slowly but surely turn
your window shoppers into e-shopaholics... giving you more time
and money to go shopping yourself!
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