The world of e-commerce is a nearly exponential array of options for the online shopper. Through search engine optimization, social media presence, word-of-mouth and conventional media, online retailers are able to target their audience from numerous angles. With so many variables and options available, the online shopper can be a hard catch. The highly competitive nature of ecommerce forces sellers to put forth a tremendous amount of effort to capture sales. Even with the most attractive website, competitive prices and user-friendly interface, a conversion can be lost if the user does not feel confident in your organization or product.
Whether your website is new, or you're an established online retailer who is noticing a drop in conversions, the best search engine marketing, branding and viral media may not be enough to turn visits into purchases. Even with massive strides in secure online transactions, a potential customer will always feel a level of uncertainty in the backs of their minds when adding your items to their online shopping cart. By establishing a strong sense of authority over your subject matter and product, a potential customer will be much more at ease knowing they are purchasing from a reputable and trusted source.
How to Establish Authority
Depending on your product or service, there are numerous ways to establish authority and instill trust and confidence in visitors. Here are a few ideas to help:
- Product or service descriptions need to be absolute. Make it very clear what the customer can expect and word these descriptions clearly. Be straight and to the point. If your market is highly competitive, focus on why your product is the best, without slandering your competition.
- Provide facts and resources to back up your claims. For example, if you offer a product that can be used on the consumer's body, provide clinical statistics in plain English so the consumer can trust that the product is safe and proven to yield the results you claim. Using before and after photos, offering clear instructions and photos of the product in use will help back up these claims. If you are offering a service, explain in detail what the customer can expect, the time line they’re looking at and the relationship they will have with you.
- If your brand or product has been endorsed or mentioned in any mainstream, trusted media, make very clear mention of this! Let familiar names vouch for you.
- Ask for and clearly display customer testimonials. If a visitor can see that others have worked with you and are satisfied, they'll feel more inclined to buy.
- Utilize social media marketing, blogs and articles to speak about your services. You don't need to try to sell the product, but discuss your expertise in your field to reinforce your authority on the topic. Speak about developments in your industry, how you plan on addressing a changing market, etc.
- Of course, provide honest and engaging customer service. Give your visitors a quick turn-around time for any questions they have. Make it worth their time to interact with you. Make return, privacy and satisfaction guarantee policies easily accessible. Clearly indicate secure shopping cart and credit card encryption measures.
Remember, your website is a source of information, just as much as it is a source for purchasing your services or product. The key is to present it not only to attract buyers, but completely encompass your topic to suggest that you are the best source available for customers to bring their questions, curiosity and ultimately, their money.
By presenting your organization as an ultimate authority on your subject and product, customers will feel much more confident in doing business with you. Having all the pieces of the puzzle clearly put together will help answer a customer's questions before they need to be asked. Make your website an experience for the visitor that will not only secure their business, but bring them back to you as their trusted vendor of choice.