Do you know why some people do not make online purchases? Research indicates that customers fail to make online purchases due to lack of consumer confidence. The lack of the personal element and the concern of making a purchase online if there is a problem with the product equates to lost Internet sales. To boost consumer confidence, use the five-step action plan below.
How to Increase Consumer Confidence
- Provide essential contact information
List your e-mail address, physical location, telephone numbers and fax number in an easy-to-find place on your website.
- Provide contact hours
If a live representative does not answer your phone 24 hours a day, leave a message that informs of the hours a customer may reach a live person.
- Toll-free phone number
Invest in a toll-free phone number and post it on your website. A toll-free number conveys the message that your company is extremely interested in your client’s concerns. It also provides those who are uncomfortable with making an online purchase the ability to speak to a “real person” to complete the transaction.
- Disclose terms of sale
Include your company’s return policies and terms of sale on your website as well as your shipping policy.
If you have been putting off having a SSL certificate installed to enable HTTPS on your website, it is time to put it on the top of your to-do list.
An E-commerce website that accepts credit cards online should have historically had a SSL certificate. However, things are changing. For more about why you should have HTTPS on each page of your website, please see:
What aspects of an eCommerce website make you feel most comfortable about making a purchase online? What are the red flags that would make you click away?