Trust is integral to the success of any business. A customer will only buy from you, continue a relationship with you and share their experience positively if they trust you. Of course, building trust takes time so a key challenge for small business ecommerce and start-ups is getting customers to engage when they have no experience of you or your business. Therefore, as a small business owner or ecommerce start-up you have to work harder to instill a sense of trust in order for a customer to feel comfortable handing over their hard-earned money.
Well-known companies have built up trust over time to the point that it becomes ingrained within the brand (think John Lewis). Start-up’s don’t have that luxury – you need to impart a sense of trust from the first moment a potential customer comes in contact with you business. You have to be able to quickly convey the message that you are a credible, professional and trustworthy company.
Happily there are some practical actions you can implement that can help send out trust signposts to potential customers signalling that you are a business they can feel comfortable and confident engaging with. A good starting point is to take a look the entire customer experience – start to finish. From initial promotions (both online and offline), a customer’s first experience of your website , right through to the checkout process. Identify all the touchpoint along the customer journey that can provide you with the opportunity to develop your message of trustworthiness.
6 ways to help instill trust
1. A great website
Like it or not first impressions count. Your website may well be the first significant experience a customer get of your business. If a new customer lands on your site and it it looks disorganised, dated and unprofessional any natural hesitancy they had will be amplified and it will be increasingly difficult for you to win their business.
Your website needs to look professional, be easy to navigate and information should be up-to-date. Go through it with a fine tooth comb and check for broken links, spelling mistakes and out-of-date information. A credible website makes a customer feel comfortable and secure. Think about the following aspects:
- Navigation – How simple is it for your customer to access the information they are looking for? Can they get to their desired destination within a few clicks?
- Usability – Does it load quickly? How easy is it for a customer to complete a specific action such as sending an email request, adding an item to their shopping cart or completing the checkout process? Make your website as user-friendly as possible.
- Design – we’ve already mentioned the importance of a good first impression. The design of your site has powerful impact on how your business is viewed. Is your website structured so your customers don;t have to think too hard. Is it visually appealing? Does it contain interesting and engaging images?
2. Relevant, fresh and engaging content
The quality of your content is central to building trust and establishing an ongoing relationship with your customers. Offer customers a wide range of interesting, engaging and informative content. Think about how you can provide information that is of value to your audience. For example blogging is a great way to show you are interested in your customers, it helps keep new content coming into your site and can add an air of authority to your business.
Look at your content continuously on an ongoing basis. Nothing shrieks unprofessional as stale and out of date content. Customers may think if you can’t be bothered to take time over the content of your website you may not be too bothered in other areas either. Keep your content fresh, relevant and up-to-date and don’t forget if you have a presence on social media, the same applies – keep active and post fresh, interesting content regularly.
Finally, do also have a think about the tone of voice and approach you take to your content. As your brand develops and becomes more established you may take more risks and become more playful in your tone but when starting out then it is probably safer to take a friendly but professional stance – for example err on the conservative side!
3. Customer reviews and testimonials
- 63% of customers are more likely to make a purchase from a site which has user reviews.
- Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers
Customer reviews on your website can act as a significant trust signposts. Customers trust reviews from other customers almost as much as word of mouth from friends and family – this can be particularly useful when starting out in a new business. Customer reviews can help improve customer trust in your product and/or service and helps build brand credibility. Having visible customer reviews on your website also conveys that you are confident in your product, having nothing to hide and are genuinely interested in and value the opinions of your customers.
There are plenty of online review sites available to help you manage and automate your customer reviews – for example Trustpilot, Feefo, Reevo. Alternatively don’t be afraid of directly contacting customers or clients for a testimonial directly. If customers have had a positive experience they are usually quite happy to review you or provide you with a testimonial.
4. Display Trustmarks
Trustmarks in isolation won’t solve a customers concerns over the credibility of your site, but they can play a supporting role. A well designed, usable shopping cart checkout process is key but displaying trust marks security logos can help reassure customers that it is safe for them to shop on your website. Security logos and badges such as McAfee, Norton, TRUSTe, Twarte, Commode, PayPal will reassure customers that you have taken the appropriate steps to keep their personal data safe and protect them from credit card fraud and identity theft.
In addition, if you are a member of any industry bodies or trade associations then it is worth flagging this up to. And, if your business works with closely with your local community or supports a particular charity then highlight these activities as well – they all help send out trust signals to customers that you are a credible, trustworthy and all-round good company to do business with.
5. Open communication channels
Your customers should be able to get in touch with you easily. Making them jump through hoops to make contact will undermine any trust you’ve built up. Being visible and easily contactable shows you care about your customers experience and have nothing to hide!
Ensure your contact information is flexible. Customers should be able to contact you in whatever way is most convenient to them be it phone, email or letter. Your ‘Contact Us’ page should be visible and easy for customers to find.
Central to developing trust offering excellent customer services. Being able to reassure a customer about an order or a delivery goes a long way towards establishing a trustworthy relationship – particularly when a customer has no previous experience of your business.
6. Present a human face to the business
As a rule people like people and like doing business with people. Adding a human element is a great way for small business and start-ups to establish a rapport with potential customers. If they like the look of you and your business ethos, they are more likely to feel happy and willing to do business with you.
Checkout Riverford’s About Us page. It has genuine sense of community and you get a real feel for the people behind the business. So too take a look at Stella & Dot’s video – again is gives you a feel for the personalities behind the business.
Establishing brand trust doesn’t magically happen overnight it grows along with your business. However, as we’ve outlined above, when you are just starting out there are a number of trust signposts you can implement early on to help send out signals to potential customers that you are a credible, professional and trustworthy business that they can feel confident in engaging with.
Online shopping image courtesy of sixninepixels at FreeDigitalPhotos.net
Thumbs up image courtesy of Sira Anamwong at FreeDigitalPhotos.net
We’d love to hear your thoughts and experiences of building trust so please do leave a comment