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E-store – how to win customers’ trust?

Running an online store isn’t an easy task. You have to remember about many things e.g. activities such as constant updates of products and descriptions on the website, assuring efficient delivery options, processing the issues of returns and complaints. And there are many other matters to consider… A correct e-store running should supply you with more customers and retain the old ones. You cannot lose their trust, because they will never return, and perhaps even spread bad word to others. Only, many people wonder: how to win customers’ trust?

There is no easy solution as to how customers’ trust can be won

It is said that trust is built up over years and a single mistake can cause all the trust to go in a moment. Unfortunately, this saying is true. There is no guarantee that the newly opened online store will instantly gain a group of satisfied customers who will be dying to return to your website. Acquiring trust takes time and requires effort and consistency. Of course, we don’t wait with our arms folded until this time has passed. In order to gain what we want we need to work hard. We should do everything in our power to attract customers to the store, and allow them to efficiently finalise their transaction, thus encouraging such client to potentially use your services or purchase your products once more in the future.

But how to convince customers that the e-store is trustworthy?

It’s simple. Provide information about yourself

Customers are more likely to buy products in a given store if they have plenty of information about it. The more knowledgeable we are about our supplier of goods, the more connected they feel. It’s worth taking care of both the promotion on the web (updating company blog, social media etc.) and your own subpage ‘About us’. If both are used efficiently then the customer will have enough info to comprehend that your business is real, active and social. Users will be happy to read the information on the ‘About us’ page, because they’ll find out more about your history, the store’s specialities, offers, and why it’s worth choosing your store. It’s also recommended to take care of the employees’ presentation – customers like to know who they work or deal with.

Make the rules of purchase making, returns and complaints clear and comprehensive

There is nothing worse than an online store with a long terms and conditions policy that nobody reads but skips through. Then when it comes to issues or misunderstandings that arise, they feel cheated and dissatisfied, even if you try to compromise. It’s not worth the risk, and its ideal to spare yourself the hassle of bothering customers – make all your rules and guidelines clear, bold them out, highlight them, do anything to make them stand out, and don’t just include them in the dull T&C. It is worth to choose the most vital points e.g. the method of making orders, payments, shipments, deliveries, processing returns and complaints; make sure to place them in a visible places on your site, ideally at the ‘basket’ or ‘check-out section’. The client must be well informed so that he/she can feel secure and well-treated and assured that the funds have been transferred safely. The aforementioned issues are often the chief factors which determine whether the customer decides to stay/leave and buy/browse elsewhere.

Take care of good product descriptions

Copying the producer’s descriptions is not the best solution. Creating your own descriptions has been proven to be a good method, showing how to win customers’ trust. A good description shouldn’t be too long, too factual, descriptive and specific. It must contain the most important features of the product; at the same time, it must emphasise the benefits of its purchase. Conciseness and clarity are key – and this may sound obvious, but make sure the grammar is on point. This can also throw a customer off. Photos are also important – especially those of good quality, detailed images exemplifying and highlighting the subject from different perspectives.

Share the feedback that you’ve received from customers who have already used your services in the past

Opinions, testimonials and reviews often help to sell a product. Almost everyone does it, because nothing else will persuade them more than the opinion of average, common customers. Having these reviews exposed clearly will have a massive impact on whether you sell the product or not. There are customers who will never buy an item if it hasn’t been reviewed – it simply looks suspicious and ‘untested’. So it’s certainly worth giving customers the option of adding product reviews, and if no one seems to be doing it, you can always politely request a review from a past or present customer. Of course, you should take into account that not all opinions will be positive. But this is the risk of this method. However, if you are honest and the offered products match the description, the parcels reach the customers intact and on time, then you need not to worry; majority of reviews should be flattering.

Underline who you work with, especially if the businesses/brands are known and enjoy the trust of customers

The owner of an online store may struggle to build a reputation if she/he sells his own product, especially if nobody is familiar with it. However, if the store has branded products on offer, or it cooperates with successful, popular and renowned firms, then it’s worth giving it a mention. Some companies create entire sub-sections and sub-pages dedicated to reviews and testimonials. By doing this you not only present that you can cooperate with other partners successfully, but also that you are valued by those partners. Users will automatically think that if a known, good brand has partnered with your business, then this must mean that you are a reliable and trusted company yourself. Transferring trust is thus a good effect for obtaining new customers and persuading them into joining making use of your company too. This is a solid technique, and if you follow it well then you will soon find out how to win customers’ trust.

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