Achieve the four pillars of online trust with Trusted Shops
Lacking trust in an online shop is one of the reasons for consumers not to buy anything from it. According to the UK Online Fraud Report 2010 71% of consumers in the UK are concerned about the safety of online shopping. The american expert for online marketing Tim Ash explained how to decrease the insecurity in an online shop at the ConversionConference in San José. He pointed out four pillars of “online trust”. With Trusted Shops, etailers can benefit from three out of these four success stories.
4 pillars of online trust: 80 percent increase in the conversion rate
Ash is CEO of the online agency www.sitetuners.com in San Diego, which specialize in the optimization of landing pages. During the ConversionConverence in San José, he clearly described how to increase customers’ trust in online shops.
On the one hand, the user needs to boost customer confidence with the first page view. On the other hand each visitor needs to accomplish trust no matter who he is or what requirement he has of the shop.
The four pillars Professional Design, Seal, Guarantee and Customer Review help build this trust. Due to Ash, they even increase the conversion rate up to 80 percent.
Seal
According to Ash, a seal provides evidence that the shop is approved by an independent certification company. The UK Online Fraud Report 2010 also measured that 85 percent of the interviewees look for signs which give them convidence that the shop is secure.
A seal like the Trusted Shops seal of approval can be such a sign. It is only integrated in online shops that achieve more than 100 legal criteria checked by the Trusted Shops legal experts.
Guarantee
Tim Ash went on to explain that guarantees help retailers to reduce customers’ fears in online shopping. With guarantees, retailers adress consumer fear and provide immediate solutions.
This is how Trusted Shops buyer protection works. It includes a money-back-guarantee if the money paid in advance is not refunded following use of the right to cancel or shop insolvency. Therefore buyer protection is an important attribute of the seals’ trust and thus the confidence in Trusted Shops.
Customer review
Sharing customers’ opinions and experiences about an online shop helps generate social acceptance of the shop and increase customers’ trust, as Ash explained in his speech. But a retailer will only achieve this acceptance if he communicates the opinions publicly.
The Trusted Shops customer rating system is an example of how retailers can generate trust throughout a community. This can be used to clearly demonstrate customer satisfaction immediately in the shop.
Optimise trust in your online presence with Trusted Shops
With Trusted Shops, online retailers can optimise three of the four pillars of online trust in their shop. Find out more about the seal of approval, buyer protection and customer rating.
