Building Customer Trust

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Building Customer Trust Trust is hard to build
and easy to lose. A single violation of trust
can destroy years of slowly accumulated
credibility Brennan Heyde Web Design
Manager Miva Merchant
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Overview

• Trust is NOT all about logos and seals
• 11 Easy ways to help build customer trust and
  increase sales.
• Questions / One on One Help and Advice

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Trust is NOT all about logos and seals.

• Site seals such as your SSL seal are important
  but not that important.
• A customer is going to decide whether or not to
  trust your website based on their overall
  experience. This includes things like website
  design, browsing experience, and customer
  service.
• Dont overlook the details. Sometimes the little
  things can go a long way.

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Who are these guys?

• Customers want to know who the people are behind
  the business.
• Tell your story. How did you get into selling
  widgets online?
• If you sell your own product, build trust by
  showing your production facility.
• A detailed About Us section is essential to
  gaining your customers trust.

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http//www.melissajoymanning.com
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Credibility

• If you have recognizable customers or brands SHOW
  THEM.
• Include seals of approvals BBB, SSL site
  seal, McAfee, BuySafe, Control Scan.
• Seals that are recognizable and help show that
  you are a real business who cares about your
  customers security.

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http//www.exitsignwarehouse.com
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http//www.beau-coup
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Fair Pricing Fully Revealed

• Show the total cost including taxes, shipping and
  handling as soon as possible.
• Customers dont like surprises or hidden prices /
  fees. If you do have other fees let the customer
  know.
• Build trust by justifying unusually high prices,
  or unusually low prices.

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http//www.petnetdirect.com
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Product Reviews / 3rd party Ratings

• Not only do product reviews help sell products,
  but they also build trust in your site.
• Potential customers can get the opinions of
  others about your products.
• Display both pros and cons it helps users make
  a decision.
• Third party ratings such as Shopzilla allow
  customers to hear other customers experience
  with your company and will be a great boost to
  your sales.

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Store Design

• Potential customers are forming opinions about
  your site the minute they arrive.
• Make a good impression by having a store design
  that is professional, easy to navigate and error
  free.
• Remove out of date content, and fix small typos.
  
• The design of your site communicates
  trustworthiness just the same as in the
  physical world.

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Fix All Technical Issues

• Slow sites can kill your business. No one wants
  to wait for slow loading pages and will quickly
  abandon their efforts.
• People tend to trust a site more when it has a
  reliable and responsive server.
• Biggest technical issues slow loading pages,
  missing images, broken links, server errors,
  internal errors

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Clear and Customer Friendly Policy Pages

• Make sure your policy pages are easy to find,
  easy to understand and reasonable.
• Make returns and exchanges easy.
• Offer free returns and money back guarantees to
  build your customers trust.

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Allow Customers to Purchase Without Registering

• Not everyone wants to be a member of your store.
• What is more important Someone registering or
  the sale?
• Explain the benefits of registering.

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http//www.uie.com/articles/three_hund_million_but
ton
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SSL / Website Security

• Let customers know your checkout is secure.
  Display a message during checkout.
• Users looks for a secure connection
• Provide alternate methods of ordering (Phone,
  Fax)

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Ask The Experts

• You are the expert in your products. Provide your
  customers with a way to ask you questions about
  your products
• Live Chat can be a great way to build trust in
  your site but also increase conversion rates.
• Show there are people behind your business.

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Order Communication / Order Status

• Tell your customers when they should expect their
  order.
• If there are going to be delays in their order,
  notify the customer immediately.
• Order Tracking / Orders Status is a must for any
  ecommerce store. Make sure it is easy to use!

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Additional Resources

• Download this presentation the week following the
  conference.
• http//www.mivamerchant.com/blog
• E-Commerce User Experience by Nielsen Norman
  Group
• http//www.nngroup.com/reports/ecommerce/