When it comes to selling your products online, maintaining consumer trust is a critical part of the conversion process. You don’t want to go through all the work of attracting a new customer only to have them reach the checkout page and get cold feet.
For the typical shopper, the technical process of how their data is captured and stored isn’t their top concern. Instead, they are looking for signals that indicate whether your store is trustworthy or not. The technical details around your site security are encapsulated in a more general sense of trust.
“Will I get the product I’m ordering?”, “Is my credit card information safe?”, and “Is this ecommerce store a legitimate business?” are all questions that will enter your customer’s head during the checkout process and you want to have the answers in place to put those concerns to rest.
This week we are looking at four ways you can help your customer feel safe duration checkout and, in the process, reduce your stores shopping cart abandonment. If you’re looking for a way to boost your stores conversions this post is for you!
1. Make sure your site uses an SSL certificate
There are a few different types of SSL certificates out there and each comes with its own level of trustworthiness. The most commonly used SSL certificate is a “domain validated” certificate which is quick to get and easy to install but only provides basic encryption services. “Organization validated” certificates go one step further and verify the identity of the business but are also quite basic in terms of building trust. Both SSL certificates provide adequate encryption for transmitting data, but neither will catch the eye of your shoppers.
“Extended validation” SSL certificates provide visual feedback to consumers and include the green bar in their browser’s address bar. An extended validation certificate costs more but any website using one has passed a verification process that proves the business is both legally registered and active. It also provides the customer with confirmation that your company is located in the listed address and can be reached at their listed phone number.
2. Show off trust seals
The primary objective of your checkout process should be to make consumers feel safe and prominently displayed trust seals are a great way to accomplish this goal. They not only help to inform your customers about the security you have on your ecommerce platform but also help shoppers feel more comfortable about entering their personal information.
- Rating-and-review site badges. Ratings from other customers can go a long way in building trust and including third party reviews such as Google Reviews are great for instilling trust with first-time shoppers.
- SSL certificate seals. Reinforcing the fact that your site uses and SSL certificate during the checkout process is a great way to make customers feel more comfortable.
- Verified payment icons. These can include everything from simple credit card logos to embedded icons for alternative methods . Including a “Verified by…” emblem that guarantees a secure transaction is also very useful.
3. Place icons in lines of sight
You can have all the right elements on your checkout page but if the placement of those elements isn’t right, it’s going to impact your checkout conversion rates. It’s not enough to just embed a security seal on your checkout page, you need to be sure that seal is placed in a location where your customers will actually see it (in line with the credit card fields for example) if you want it to make an impact.
Most shoppers don’t think about security until they’ve reached the point of inputting their payment information, be sure that when those doubts creep in you have an answer in their line of sight.
4. Reinforce guarantees and return policies
One of the final concerns many consumers have when completing their purchase is what will happen if they aren’t satisfied or need additional support. Reinforcing your business’ return and support policies during the checkout process is extremely important. Knowing they can get support if something goes wrong before they click the “purchase” button will often erase this concern altogether.
Final Tip – Don’t overwhelm your customer
While it’s important to communicate trust throughout your store’s checkout process, be careful not to overwhelm your customers with too much information and distract them from completing their purchase. As with many things in the ecommerce world choose a few recognizable elements to include on the checkout page and use analytics to A/B test your changes to see if they are working in your favor.
Is security an issue with your ecommerce store? How do you address the concerns of your customers during the checkout process? Let us know in a comment below or reach out to us on Twitter @PAYFORT to share your thoughts!