With so many scams floating on the internet, customers don't always know who to trust. A report by The Federal Bureau of Investigation’s Internet Crime Complaint Center showed that online scammers caused over $800 million in losses in 2014. It's no surprise that customers may be leery about purchasing products from online retailers they don't know well.
There are several things you can do to make customers feel safe when navigating on your site. Here are five things you can change to immediately build trust among customers:
Remove Adsense from Your Ecommerce Store
Placing Adsense onto your website may seem like a good idea at first. It is going to take some time to get your site fully up and attracting customers, so why not make a little money from the very beginning? However, this plan can easily backfire as many customers are turned off by sites that have Adsense. It can make your website look cheap and become slow to load. You may find some customers clicking the ads, which will quickly take them away from your site. Some of the ads can be intrusive and block customers from reading your site. If a customer becomes frustrated by navigation, they will leave for another site. Adsense may not even correctly calculate the payment owed to you, or close your account without notice, as reported by The Business Insider.
Keep Popular Products in Stock
There is nothing worse than going to an online retailer to purchase an item and finding nothing in stock. While it is understandable that you will occasionally run out of inventory of some products, you want to make sure that your store is mostly filled. Customers want products instantly, and if they do not see what they are looking for, they may jump to another retailer rather than wait for you to restock. Bottom line: replenish your store to keep your customers happy.
Offer Plenty of Product Choices
Having plenty of inventory is great, but you also want a variety of products. For example, if you sell shoes, offer styles in several different colors so customers can choose the one they like best. Customers are attracted to retailers that give them an assortment of choices, rather than one or two products.
Use Secure Sites During the Payment Process
This may seem obvious, but you will be surprised that retailers do forget about this simple, yet important, addition to online stores. Customers want to feel safe when purchasing a product, especially when it comes to entering their personal information and credit card number. Use secure sockets layer (SSL) on your website to protect your customers and indicate you are using it in the website address. Customers will see the ‘https' and know you are a retailer to trust. An enterprise ecommerce solutions platform such as Shopify can help you set this up on your site.
Nix Broken Links or 404 Error Pages
Have you ever clicked on a link only to be taken to a 404 Error page, with no instructions on how to find the page you wanted? You remember how frustrating that was? It’s the same for your customers. Test all of your webpages and links to ensure they are all working and go exactly where you expect them to go.
As ecommerce continues to increase, scammers will continue to find new ways to target customers. Build trust among your customers so that they know they can safely purchase items from you. In doing so, you will become one of the retailers they return to again and again.