Building Consumer Trust Online
Trust is a feeling of confidence and security. It is the foundation of all connections. This makes trust a key component for getting business.
Especially when selling online as a consumer puts their trust into your business that they’re going to get what is promised.
Forming trust online is a matter of showing that the benefits of your products or offerings are more prominent than any doubts a consumer may have about your brand.
In turn, through the cues and visuals that we’ll highlight in this article, you’ll be able to build trust in the minds of consumers and reel them into not only making a purchase on your website but hopefully turning them into loyal customers.
Best Ways to Establish Trust Online
Without trust, any business is doomed. If a consumer doesn’t trust your website, there’s little to no chance they’re going to enter in their personal information and make a purchase.
So how do you build trust online?
In the context of marketing, social proof is evidence that other people have purchased or found value in the products or services offered by your business.
People are more likely to purchase from a brand that others are already doing business with (the bandwagon effect). Social proof is a very effective step in building consumer trust online and should be prioritized by small businesses.
Social proof can be created in various ways! Read on and we’ll take you through some of the best ways to build social proof.
Reviews are one of the first things a consumer looks at after coming across a brand, especially online. A review can be a deciding factor between whether or not somebody chooses to do business with you or not.
Did you know that…
• Anywhere from 92% to 97% of customers read online reviews before visiting a business • 80% of customers trust online reviews as much as they trust personal recommendations • 72% of customers rely on positive reviews before taking action
Let’s say you’re deciding whether or not to buy a wallet from a website you’ve stumbled across. You’re tempted to buy this wallet but you’ve never heard of the brand selling the product and you aren’t sure whether to trust them (This makes the consumer’s doubts more prominent than the benefits of your product).
However, you do more research and end up finding many positive reviews about the brand. Now through social proof, you see that if other people decided to trust the brand and buy the wallet online then why shouldn’t you?
The doubts you once had are diminished and you’re once again excited about getting your hands on this beautiful wallet as the benefits seem to now be more prominent than your doubts.
This example shows how positive reviews provide consumers with a sense of security and how powerful they can be. Getting positive reviews can be great to show consumers that other people trusted your brand so they should trust you as well.
We recommend using a photo review plugin on your website as it adds further social proof that customers have received their orders. If using Shopify, Loox is a great plugin for this. You can learn more about Loox along with other amazing plugins in our Best Plugins for Shopify article.
Most people who find a brand online for the first time tend to look at the social media channels of that business before purchasing from them. (This is something that I definitely do).
Why? Because the amount of follows and engagement a brand gets on their social media provides social proof that other people are following or interacting with the account for a reason so we assume the brand must be somewhat legitimate.
Now, this doesn’t mean you should go out and buy fake followers as that won’t provide you with any organic engagement, which you should be aiming to get.
We suggest taking time to build out your social media presence as it can be a great tool for not only providing social proof, but also in generating new customers.
A trust badge is an image (badge) that is placed on a website (usually in the checkout area) and is used to instill trust.
Nowadays most people are wary about providing their personal data online. This is understandable considering the number of scams and possibilities for theft across the internet.
Trust badges come in many different variations and are used to eliminate that wary mindset of consumers, boosting the sales and satisfaction on your site.
Acquiring a trust badge for your website can be as simple as downloading an image from a “free trust badge” search. However, there are other more recommended options such as getting a trust badge from services like Trust Lock.
Trust lock is a paid service for which you first need to submit your business information for. If approved you get a trust badge which customers can click on and see that your business has been reviewed and accepted. This provides consumers with an extra sense of security.
Conclusion: Building Consumer Trust Online
Having a trustworthy website can build credibility for your business and can mean the difference between building a loyal customer base online or having no online customers for that matter.
Building trust with consumers online can be a difficult task to achieve. However, with the points highlighted in this article, you’ll be able to convince consumers that they have nothing to worry about and that your brand should be well trusted.
Remember that the majority of people won’t trust a website or business that they’ve just come across (unless they’ve heard of it in the past and it already has social proof in their minds). Most people will only start to trust when they see signs of social proof. Check out our eCommerce website development guide to learn more about eCommerce web development!
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