Building trust is one of the most important things you can do when looking to boost your online store’s conversion rate.
Just this morning I was looking to buy a new pair of jeans. I always shop with our eComm Ignitor students first, so I went to Ashley’s store www.ichooseme.com.au and I found ones I liked. I added them to cart then… I hesitated. What if they don’t fit? What if I don’t like them?
As a consumer, I need to trust that IF they don’t fit or I don’t like them I will be able to return or exchange them easily.
Your customers will have the exact same experience when shopping your store. Here’s how you can build trust with your customers to increase your conversion rate:
1. Display genuine reviews
If you can show your customers that other people have purchased — and love — your products, you are giving them one more reason to trust they will be happy buying from you.
Corbin from Three Warriors does this so well:
Wendy from Kulture says:
“After doing the Ignitor program I started collecting reviews and have been receiving some amazing reviews plus my returning customers have gone from 28% to 63% over the last 6-8 weeks.” – Wendy, Kulture
2. Include user-generated content
“I’ll have what she’s having”. Social proof is one of the most powerful marketing tactics when it comes to persuasion. User-generated content is basically images that your customers create for you. They may tag you in their Instagram pics or add an image to their review.
Colleen from Ride Proud shows images of her customers aka real people wearing her riding pants:
3. Encourage Community
People love to belong. Cinzia and Lana from Smoothie Bombs have done a fantastic job of building a community. Not only do they have a super active and engaged Facebook group they also show their community on the home page of their website.
4. Use Value Icons on your site
Value icons are a way of visually giving people more reasons to trust you. Use icons to showcase your points of difference and reasons why someone should buy from you as opposed to the ocean of choices that exist.
Trust badges, such as security certificates and secure payment options also add trust.
Ashley has done a great job of giving me reasons to trust her in her value icons, shown here on her home page. She also has them on her product pages, as we recommend in eComm Ignitor.
5. Have a guarantee
A guarantee is a great way to build trust because you are telling people that you back your products. People are taking a leap of faith when they shop online. By having a solid guarantee, you are giving them one more reason to trust you.
Caroline from Bluerg puts her money where her mouth is and says “love it or your money back”
A final word…..
If you are wanting to increase your conversion rate on your website, start by intentionally building trust and giving your customers reasons to trust you enough to buy from you.
Wondering if those jeans are still in my cart? Ashley has done a great job at building trust, so I did buy the jeans and they are on their way with same-day dispatch!
Written by Megan Winter
Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.
Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact.