Since the global pandemic, online shopping has soared, but so too has the activity of fraudsters. In fact, The World Trade Organisation reported price gouging, product safety concerns, deceptive practices and cybersecurity threats have all amplified, particularly during the first few months of COVID-19.
From fake personal protective equipment (PPE) to knock-off cosmetics and clothing, the online market is saturated with counterfeit products as shady businesses try to exploit consumers. And this exploitation shows no sign of slowing down.
This rise in fraudulent behaviour is significantly impacting consumer trust. More than ever, customers are questioning the legitimacy of online businesses and worrying about their personal information being stolen. So, if you want customers to buy from you, you’re going to have to prove that you’re a trustworthy and genuine brand.
Why is consumer trust important in ecommerce?
92% of consumers have concerns about purchasing from unfamiliar websites. This could mean lost sales for your business. When consumers don’t trust your online store, they won’t purchase your products – it’s that simple!
The trust between your customer and your brand is key to ecommerce success. When you build a genuine connection with a customer, it not only increases conversion rates but also creates brand loyalty.
So, how do I build consumer trust? Building trust requires strategy and effort. You need to appeal to your customer’s individual needs, whilst remaining authentic. Here’s how to do it:
1. Personalise your ‘About Us’ page
This is one of the most under-used tactics to build trust. Your customers don’t want to read a sales pitch full of jargon. Instead, they want something genuine. So, get creative.
Your ‘About Us’ page is where you can form a deep connection with your customers. Share your business story and what makes your products unique. Give your customers a reason to associate themselves with your brand.
2. Detailed product descriptions
We can’t stress enough how important product descriptions are. This is because they massively impact consumers’ purchasing behaviour.
The more detailed your product descriptions are, the better! From measurement descriptions to materials used, be sure to give your customers all the information they need.
Also, be careful when writing copy. Nothing screams ‘scam’ more than copy jampacked full keywords with no real meaning. Of course, SEO optimised content is important but ensure the copy resonates with your target audience and is easy to read.
Why not go one step further and introduce reviews & other UGC content to your product pages? It communicates authenticity and provides social proof – which customers value!
3. Regularly post and engage on social media
Fraudsters aren’t just saturating ecommerce marketplaces, you’ll also find them on social media platforms such as Instagram and TikTok. Your brand must be active on social media, conveying the genuine nature of your business.
Consistently update your social media channels with fresh, targeted and quality content. Regularly interact with your followers and reply to customer enquiries quickly. This will go a long way in building trust with your customers and offer them an insight into your brand’s personality.
If you feel like you don’t have the capacity or resources to update all your social media channels regularly, it’s best to focus on the key platforms your target audience uses.
Another great way to establish trust and authority is through influencer marketing. Social media influencers have already established trust with their followers and through the power of personalised content that trust can be transferred to your brand.
If you need some inspiration or help to get started, our team of social media managers are here. We have years of experience in helping global brands reach millions of customers on social media, get in touch.
It’s no surprise that the rise in the number of hackers and scams has led to concerns regarding data protection.
5. Transparent shipping and returns information
There’s nothing worse for a customer than reaching the checkout and seeing unexpected shipping costs. In fact, 64% of consumers cite shipping costs as the most important factor when it comes to purchasing decisions.
To prevent consumers from abandoning their carts, make your shipping costs and timelines clear. Be honest with your customers from the get-go to avoid disappointment.
Another important factor to consider is your returns and refund policy. Offering a flexible returns policy may help make that all-important sale.
6. An efficient customer service and support team
Customer concerns about the legitimacy of a store are immediately raised if they can’t access customer support information. So, be sure to make your business information accessible and visible throughout the site. This includes an FAQ page, your business’s physical address and other relevant contact information.
Consumers can be wary of brands that leave customer complaints and concerns unanswered. The key is to respond to a customer promptly and professionally. This will go a long way in earning customer trust and brand credibility.
In conclusion, establishing trust and authenticity is not difficult. For most ecommerce businesses, it’s just a matter of communicating honestly and openly with your customers about your products and service. Investing time and resources into quality content, customer support and service will help you gain consumer trust in no time.
But if you still need further advice, then get in touch – we can help!