Very few people trust you. It isn’t your fault, that is the nature of ecommerce sites. Between television programs about identity theft, holiday gifts that never showed up last year, and the coffee thermos they ordered online to mount on their bicycle handlebars that doesn’t fit, who can blame your customers for not trusting you? Give your visitors the gift of faith in your ecommerce site, products and sales process this season. During the holidays, people need reassurances that might not take precedence at other times of year. Here are a few things you can do in addition to your site’s already credible design to help your increased traffic convert at a higher rate this holiday.
1. Guaranteed Shipping Dates
Make it clear when your merchandise will arrive. Copy like “Order by December 21 for guaranteed delivery by December 24,” gives your visitor a sense of security and a sense of urgency. Offer 2 day or overnight shipping. Last minute shopping is as frequent over the holiday as ever. If you happen to have an electronic product, offer to e-mail or ‘ship’ it on your prospects selected date. You might also offer to gift wrap it with a special message from the sender.
2. Exchange Policy
I rarely see a clear and quality exchange policy online. You shouldn’t have one just to make a sale, you should have one to increase repeat customers. By offer free shipping for returned or exchanged merchandise you will convert more users by reassuring them immediately, and if they have a problem with your product, they will be able to resolve it with you easily in the future. Instead of keeping the wrong size shoes and never ordering from you again, they will exchange them and continue their commitment to your site. Zappos is one example of a site that has one of the best return/exchange policies on the web.
3. Money Back Guarantee
While any and all online companies should offer a money back guarantee, you should offer something better. Try offering a money back guarantee including free shipping on returns, a 200% money back guarantee, or offer to give the visitor their money back plus a $10 gift certificate if they are not satisfied. It might be scary to think that people will take advantage of these offers, but case studies have sown that they increase conversions without increasing product returns. If your product is good, you should stand by it anyway. Give it a shot this holiday when an increased conversion rate is worth more than any other time of year.
4. The Shopping Cart
There are basically three main ways you can reassure your guests in your shopping cart.
* Restate any offers or incentives you are giving the customer in the shopping cart. A good thing to do is highlight and bold the actual discount in the running shopping cart total.
* Offer a variety of payment options, and show them off at the beginning of the cart experience. Whether you have a one or 5 page (call us NOW) shopping cart people need to know if they have the proper payment method available right away.
* Display safe shopping logos such as Hackersafe and Better Business Bureau. Make the logos click-able and place them near the top of the cart page. Restate your money back guarantee and exchange policy in this area as well.
5. Testimonials and Reviews
Remember how we said no one trusts you? Luckily, they trust their peers! Add testimonials and reviews to your site. The closer those testimonials are from people like your target audience, the better they are. Your visitors want to see testimonials from people just like them.
Every pixel of the design on your site should make your visitor feel safe. How do you mange to do that for your prospects? Reassuring your prospects that they will not get burned by shopping with you can be a subtle process that continues even after you have all the core elements. Our OnTarget program will give you custom recommendations on how to persuade your visitors to trust and buy from you. Please share with us any good or bad experiences you have had with website reassurances, and tell us how you manage them on your own site.