How to Make Online Customers More Comfortable with Your Brand

Though the e-commerce industry has come a long way in the last five years, a large proportion of potential customers still don’t feel entirely comfortable doing their shopping online.

In most cases, this is rooted in misconceptions with regard to the security of transactions or a lack of familiarity with the company or brand. No matter what the issue may be, there are ways you can combat these doubts and fears.

Four tips to increase consumer confidence

The industry you’re in and the prior reputation of your brand will both play major roles in the overall confidence and comfort levels of customers when they consider making an online purchase. But a few basic tricks can help you attract them from the start.

  • Provide helpful purchase guides. Depending on the products and services you sell, it may be productive to educate consumers to prepare them to buy. For example, Paris Building Sales Ltd. sells custom steel structures — probably not your everyday purchase. In order to overcome the average customer’s lack of knowledge about the company’s products, it provides helpful pricing guides and detailed information.

  • Include a privacy policy. For skeptical Internet shoppers, the biggest hurdle to buying online is that they have to provide personal information. By clearly displaying your privacy policy and including security logos or buttons, you can lessen their hesitancy and encourage them to learn more.

  • Provide multiple contacts. How accessible are you? Everyone has a contact page, but many companies list only an email or physical mailing address. You can distinguish yourself from your competition and show your commitment to customer service by including a toll-free telephone number and live chat option. When visitors have questions, they can choose from an array of methods to contact you, and get the one that’s most convenient and comfortable from their point of view.

  • Craft a personalized “About Us” page. We’ve all seen those overused, bland stock photos that so many companies place on their website. Though the quality may be great from a resolution standpoint, it’s pretty much useless on all other accounts. Instead of taking the easy route and pasting stock photos all over your site, invest in a personalized “About Us” page that features real pictures, names, and bios. This enables you to humanize your brand and increase overall comfort among potential buyers.

  • Allow for generous returns. A lot of consumers worry that they won’t like the product once it arrives, and may avoid making the purchase up front because of that concern. The best thing you can do is include free shipping, and maintain a generous return policy. For a look at some of the top return policies, study this list of five great examples.

  • Incorporate social proof. According to Shopify, social proof is one of the most useful tools for increasing conversions and instilling confidence. Wherever you can, incorporate sales statistics, survey results, and positive customer testimonials.

Shifting your focus to e-commerce

Physical retail stores will never disappear, but it’s just as clear that the e-commerce industry will undoubtedly claim a steadily increasing portion of the market in the years to come.

By shifting some of your focus to online sales and understanding how to combat shortcomings while maximizing capabilities, you can position yourself for future success.