How to Build Trust with Your Online Customers

Winning the trust of your customers can sometimes be the difference between your next sale an no sells ever again. Read on to learn how to become and remain a trustworthy online seller.

Make your site easy to navigate and user friendly.

What is the primary function of your site? Users should know that right away. When potential  customer visits your website, they should be greeted by organized, accurately named pages with clear calls to action.  Do not ‘over design’ your site to the point of disfunction. Before building any page, always consider what action you want a visitor to take and try to get them to that point as soon as possible.

  • Tip: Break up wordy sales pages by playing with the weight, size, spacing and style of your font
  • Tip: Calls to action stand out when they are brightly colored

Be clear about your policies.

“Do you accept returns?” “How long after I place my order should I expect my package?” These are questions many customers will have before purchasing. Having clear policies (that you actually stand by) can set the tone for your customer-seller relationship(s) — building trust on their end and saving hours answering emails on yours.

  • Tip: Update your storewide and/or individual product policies as soon as they change
  • Tip: Add a Frequently Asked Questions (FAQ) page to your site or FAQ section to each product page
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Take accurate photos.

Your product photo should be an accurate representation of the product you are selling. You will likely lose potential customers when your images even seem to be a false representation of your product. Likewise, customers who receive products that look nothing like your product photos will likely not return (especially if the photos are better than the actual product.)

  • Tip: Take well-lit plain background and lifestyle photos
  • Tip: Reinforce your photos with information about size, dimension, and style variations in your product descriptions

Answer customer questions.

As much as you try to anticipate every customer question or concern, there will always be that one — or 100 — customer that messages you with a wild question that you never even considered. Inviting shoppers to ask questions and providing a reliable method of contact on each product page can increase trust by letting your customer know they have access to a real person. 

  • Tip: If you do not plan to answer immediately, create an automated message letting customers know when they can expect to hear back from you
  • Tip: Add the questions and answers to your FAQ or revise your product description or photos by working the answers to FAQs into your description text area or sales page

Make your ordering process intuitive and quick.

Do not make your products difficult to purchase. Customers who have to work hard to purchase are more likely to leave empty-handed than those who experience a clean, simple checkout process. 

  • Tip: Provide multiple secure payment options (ex: PayPal, Stripe)
  • Tip: Allow customers to sign in to purchase with their account or to check out as a guest
  • Tip: Indicate required fields so that payments are processed after one try

Update order statuses frequently.

This is a non-negotiable. As soon as your customer places an order, they should receive an email indicating whether or not their payment was accepted. Customers should not be confused about the status of their order at any point after they’ve purchased.

  • Tip: Confirm orders using an automated emails provided by your e-commerce software
  • Tip: Update your customers' shipping information as soon as it become's available and encourage them to track their package using the shipping information provided

Be honest.

Sometimes things don’t go as planned. That’s okay. A reasonable customer will respond positively to your honesty when things go awry. You just have to be honest. Be upfront about where you are in business before a customer purchases so that they have reasonable expectations of you and your products. Likewise, try not to wait for a frustrated customer to contact you when things don’t go as expected. 

That’s all for now! Build customer trust with our book SELL MORE STUFF on Aliwaza’s! 


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