One of the most important issues when talking about ecommerce is internet security and online trust . Consumers are not going to buy in a virtual store unless they feel protected and protected.
There are several fears that hold them back and force them to premeditate if it is a safe purchase, such as:
Where will my personal data go?
What happens if my credit card is stolen?
What if the products I ordered never arrive?
What if I bought thinking it was good and it ends up being of poor quality?
What can the owners of an online store do about this? Guarantee transparency, trust and more transparency.
Does it seem easy? It is not. Building a trusting relationship with your customers takes time . It is consumers who serve as jury duty in determining which site is most trustworthy.
For this reason, we share a guide with the 10 keys to build internet security and trust in your store. Thus, you will sell more online!
1. Show that there is a real organization behind your site
Show your potential client that the website belongs to a real organization, yours. To achieve this, you can add photos of the workplace and the team .
Here we can see the photo of one of the store’s owners and we see that they highlight the fact that the company is run by mother and daughter.
All these strategies contribute to creating a closer relationship with the client and thus generate greater trust.
2. Highlight your organization ‘s expertise
Does your organization have experts in certain topics? Let it be noticed! To show it, a good idea is to create a blog for your company . There you can generate specialized educational content such as articles, courses, infographics and other publications related to your field.
Offer relevant studies that show that you are up to date on the subject. This can make potential customers trust the content you produce more.
3. Make it easy to get in touch
An important factor of credibility in any online store is providing contact information. In this way, the online consumer knows where they can turn for any questions or queries.
We recommend that you leave visible your email, your WhatsApp number , your social networks, your physical address (if you have a store on the street or showroom) and your telephone number (if you offer telephone service).
4. Design your store professionally
Your site will inspire greater confidence if the design and layout of the elements have a professional appearance. But how do you know what is professional and what is not? Well, for starters: the design must match the area of your business .
If you have a children’s toy store, the design is going to lean towards something more playful and colorful; On the contrary, if you have a car shop, the design will be more austere and with colder colors.
We recommend you look at our infographic to learn more about what each color transmits .
On the other hand, aspects such as the typography and the distribution of the elements will determine the first impression that the potential client has about your e-commerce, for this reason:
Avoid all content that causes customer distraction .
Always remember to highlight elements that make it visually attractive.
Avoid the agglomeration of texts and images , that is, leave air (free space) between each one of them to achieve a relaxed experience instead of a “stressed” experience caused by the overlapping of content and its consequent difficulty in understanding.
5. Make your site useful and easy to navigate
When planning the navigability of your store, you have to put yourself in the consumer’s shoes. For that, ask yourself things like:
What do I want to find?
Where do I want easy access?
What new things would I like to learn?
Thus, you will make the navigability of your site successful. Where is this? In ensuring that the potential client has at hand everything that may interest him and be useful.
Also, keep in mind that an easy-to-navigate site will drive a person faster to a purchase.
Therefore, avoid using heavy content that slows down the loading of the website, make sure that all the links work well, highlight important elements such as the search bar and the shopping cart, and use easy-to-read fonts.
The 3RDesign CloudShop is an example of an easy to navigate and useful site. At the top (hence, the most visible) are the search bar and the shopping cart. In addition, they use a simple and easy-to-read typeface, and some striking colors that represent the playfulness of their industry. Lastly, the categories are well differentiated so that the user quickly finds what he wants.
6. Frequently update the content of your store
Quality content inspires trust, but no one is going to trust a site with outdated content.
The lack of activity leads to thinking of fraud . Also, outdated content is not useful. For this reason, it is important that you keep your content up to date.
How to do this? Stay alert about news related to your field, and also those that are not directly related but that, in some way, may affect your customers.
Also, change the banners on your main page from time to time to show that it is an active business and with the desire to continue growing.
A site that offers relevant and up-to-date content can increase the trust of your customers.
7. Do not abuse promotional content
Promotional ads can distract potential customers from the most important objective, which is to complete the purchase.
No one likes to feel like they are trying to get their attention all the time to sell them a product. A lot of publicity generates rejection . Therefore, avoid including ads in your online store. This will give more professionalism and confidence to your business.
8. Avoid mistakes of all kinds, however small they may be
Mistakes breed frustration. Avoid them at all costs! Spelling, design, navigability errors… all of them can negatively impact the trust and credibility of your store. Because:
Check that none of your essays have spelling errors .
If you promise something at the beginning of an article, don’t forget to include it towards the end .
Be careful with the images you upload to your ecommerce . If they are not in the right size they can misconfigure the design and hinder navigation.
There are countless possible errors, the important thing is to be alert to identify them and be able to correct them quickly.
9. Monitor the network with Google Alerts
If they are talking about your brand on the web, you have to be informed and, if necessary, intervene to build trust and presence.
For this we recommend using Google Alerts . With this tool you will be able to configure your email account so that you receive an email from Google every time something is published on the internet related to the keyword you defined as an alert.
But beware, many times people make a mistake in the wording and write the name of a company incorrectly. So, if you want to create an alert to notify you when content related to, for example, ‘Baccigalupo Foundation’ comes out, also create a purposely misspelled alert that says ‘Bacigalupo Foundation’ or ‘Bacigaluppo Foundation’.
Some names are more confusing than others, that will depend on your brand.
10. Use the SSL or PCI seal to increase internet security
Just as a driver’s license, passport or company ID verifies a person’s identity in the offline world, in the online world that verification can be accomplished with an SSL ( Secure Sockets Layer ) certificate .
It consists of generating an encrypted and particular channel for communications via the Internet between a browser and a web server . Thus, nobody will be able to access the data that travels through the network since it is encrypted, except the browser and the specific web server.
Seeing that it is a site with SSL certification, the client will feel more confident when buying since their data is protected.
In addition, stores that carry out transactions with credit cards (instead of using payment gateways that do the work for them) and therefore need to store personal data of their customers, can access PCI ( Payment Card Industry ) certification .
It is based on a standard Internet security protocol that protects the confidentiality of the client , thus avoiding online fraud.
As you can see, to sell online it is essential that your online store communicate trust and security to your potential customers. In this way, you will create the necessary conditions for a successful purchase.