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Eight tips to increasing customer confidence online
As the popularity of online shopping grows, so does the risk of online fraud.
Online shoppers are becoming increasingly security savvy and in order to give them reassurance that they are purchasing from a secure website there are some simple improvements retailers can make to their websites that will increase customer confidence.All of the following recommendations have been tried and tested at PayPoint.net and it has been found that by focusing on the customer experience, not only will customers be more satisfied b
1. Display any security or accreditation logos and have a clear link to your security policy.
98 per cent of consumers make some sort of check for security reassurance on a site before they purchase online. Top of the list is the security padlock on their browsers (88 per cent). This reinforces to the customer that your website is securely connected to the internet.
2. Process payments through a reputable online payment processor.
82 per cent of consumers look for logos of reputable payment providers and card schemes, such as PayPoint.net, Verified by Visa and MasterCard SecureCode. It is advisable to upload the logo of your payment service provider to your payment page, and even to your homepage to make it clear to customers that their transactions are being processed by a legitimate operator.
Some background reading into the payment provider, such as the 'About us' section on their website or even on Wikipedia, will also confirm whether or not they have legitimate backing. By checking online forums such as UKBusinessForums.co.uk you can post questions about your given provider and discuss the issues around online payments with other e-commerce merchants.
3. Become an ISIS Accredited e-Retailer
50 per cent of consumers look for the Internet Shopping Is Safe (ISIS) logo. You can become an ISIS Accredited e-Retailer through the IMRG, the leading industry body for global e-retailing. According to IMRG, ISIS-Accredited retailers now account for approximately two thirds of all UK online shopping.
4. Avoid using a PO Box address
85 per cent of online shoppers look for a UK address and a contact telephone number. Make sure this information is easy to find within the site navigation.
5. Simplify your payment pages
79 per cent of online shoppers use established sites because of clear and easy payment instructions. This applies more to women (82 per cent) than men (75 per cent) so it's especially important if your online store sells gender-specific products or services. Simplifying the payment process will encourage your customers to make repeat visits and more importantly repeat purchases on your website.
6. Offer refunds, returns and exchanges
85 per cent of people shopping online check for reasonable exchange, return and refunds policies. This is a crucial element for every website, particularly today when people are more cautious than ever with their finances.
7. Have a clear link to your after-sales policies
Make sure that your customer can easily find your exchanges and refunds policies, as well as any satisfaction guarantees - 69 per cent of online consumers shop with established brands because of their after-sales care.
8. Blow your own trumpet
54 per cent of online shoppers are reassured by customer testimonials. This is especially important if your brand is not yet established. Customer testimonials add to the credibility behind your product offering and significantly strengthen your brand.
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