4 Ways to Make eCommerce Customers Feel Safe
Online shopping is big business, but it can be a risky experience for customers.
In this article, we’ll look at some of the ways you can make your e-commerce site feel safer to potential customers resulting in long-term repeat buyers.
Let’s get right into it.
Why caring about your customers’ safety is crucial
It’s not hard to find examples of unsafe eCommerce sites that have had a disastrous effect on the business’s bottom line – whether they were selling the product directly or as a reseller.
At first sight, it may seem like investing in security is not that important – especially when selling an inexpensive product. But if you’re seen as unsafe, then your brand can be irreparably damaged.
In severe cases, your business can even close down as a result of unhappy customers spreading the word about how unsafe and untrustworthy you are – in fact, there are social media managers that have one job responsibility – the sole role of trying to fix the damage that has been done due to a lack of security in place.
In all honesty, it shouldn’t get to that point.
Keeping customer data safe
The amount of information that you need to keep secure varies depending on your business model, but it’s important to understand how best to protect card and bank details and other personal information.
The Payment Card Industry (PCI) Council has a strict set of rules that need to be followed if you process, transmit or store credit card details. Your eCommerce software should automatically handle the technical side, so all you’ll have to do is ensure that your staff follows the guidelines as part of their training program.
Being PCI compliant will help boost trust – not just with your customers but with potential investors too, since any investment in a technology company these days also means investing in its brands and technologies.
It’s always recommended that on your website, you use HTTPS rather than the standard HTTP protocol whenever possible. This ensures that visitors to your site are protected against man-in-the-middle attacks which could allow criminals to intercept data sent to and from your website.
It will also help boost customer confidence since they will see the padlock icon in their browser’s address bar.
This is a standard that users expect in this day and age due to being used to it on other online sites that they might use, including online course platforms, news sites, etc.
Main areas that need to be addressed
Here are the main areas that you need to consider when it comes to making eCommerce safe for your customers.
You can use security settings to build trust with your customers and make them feel confident in your ability to protect their data.
This will go a long way towards reassuring them that you have their best interest at heart when it comes to them feeling safe. In addition, you’re showing your customers that you know the exact data points that will and won’t be collected as they browse through your website.
Convenience and ease of use
Convenience and ease of use are equally important when it comes to leaving a lasting impression on potential new customers, and these aren’t restricted only to the initial purchase process.
You need to think about how easy you make it for people to get messages out concerning orders or returns, and whether order tracking information is readily available at all times.
It’s also important to understand that consistency is key when it comes to trust, and this includes messaging across all devices.
It can be tempting to try and attract customers with offers at the point of checkout but this could be a big mistake – having too many options in front of them will only serve to confuse new users.
It’s best not to overwhelm sales prospects with too much information before they’ve decided whether or not they want to make a purchase.
All of these points go a long way to encourage more leads and sales in your business and can, in fact, be measured to ensure customer growth.
This is also crucial when building customer confidence, so make sure your contact details are visible on every page of your website, and that you’re using a reliable email address.
Everyone can set up a website from scratch and start selling products but showing concrete examples of why you’re credible plays an important role in the eCommerce world.
Reviews are a great way of building credibility, but you need to make sure that these reviews aren’t fake or biased – this can be done by only allowing reviews from customers who have purchased something (or at least signed up) on your site.
Having the option to reply to reviews is also a help in this regard – customers are more likely to leave an honest review if they know they’ll be given the chance to have a conversation.
One more important point is that you are present on social media and that you post regularly. It shows people that something new is always happening and that your store is active and working. If you find it too time-consuming to post every day, you can always grab a social media scheduling tool, block out one day for scheduling a month’s worth of posts in advance and forget about it until the next month.
Once you’ve addressed all of these areas, it will be much easier for potential customers to feel safe on your site and move down your sales funnels – in turn, this will make them much more likely to complete that crucial first purchase and turn into repeat paying customers.
Offering customers an easy way to get in touch with someone or some department if they have problems or questions can be instrumental in helping them to feel safe on your site – especially if you’re dealing with any kind of payment information via your website.
It’s helpful for users to have links to the most frequent questions you are asked so they don’t have to waste time searching for an answer if it’s right there.
Safe online shopping requires work on many levels from the business owners. Ensuring that you have the processes in place to ensure that your customers can make purchases safely while still enjoying a pleasant experience is key to long-term eCommerce success.
Without this, you’ll never be able to build up much trust, let alone build up customer retention and encourage repeat orders from the same people.