Trust Marketing: Building Confidence With Your Target Audience
Trust marketing can be used together with your other marketing strategies. What elements can you adapt in order to better communicate your trustworthiness.
Trust is an essential element of successful e-commerce businesses. Although the concept of trust may seem a bit abstract, there are tangible things that consumers look for when calculating the risk of buying from an unknown online shop.
So, what trust elements do consumers look for when shopping online?
As you might have guessed, customer reviews are a big factor for building trust online. According to a study carried out by Trusted Shops, positive reviews are the biggest influencing factor when making a purchase decision for 66% of online shoppers.
We’ll talk more about customer reviews as well as some other factors below. In the meantime, you can discover other interesting data on the impact of trust on e-commerce and sales by downloading the first edition of the Digital Trust Report:
What is trust in e-commerce?
Think about what questions potential customers may ask themselves when they end up in an unknown online shop. I’m betting some of the first questions they ask themselves are:
- Is this site safe?
- Will I get ripped off by placing an order here?
- Will the product I receive be as described?
Such questions do not have to be asked quite as much in physical shops because consumers can carefully look at the item they are buying and even test it to a certain degree.
Trust is the element that allows buyers to place an online order with an unknown shop. It really comes down to the level of confidence and security that a consumer feels when interacting with an online retailer.
In order for the customer to trust a new shop, they must be sure that:
- transactions and personal and financial data are secure and protected against theft,
- the product will meet their expectations – the appearance and functionality of the product must correspond to the product description on the website,
- the seller is reliable, transparent, and will meet their obligations, such as delivering the product within the specified time, the possibility of making a return, and no additional costs,
- reviews from other customers are authentic – reviews must reflect the real experience of other buyers and objectively shape the reputation of the online store,
- there is reliable after-sales support in case of problems.
How does trust level affect sales?
Trust acts as the foundation for the consumer's purchase decision. As a result, a reliable seller that fulfils their promises can count on more sales. In an era of dynamic e-commerce development and an increasing number of online stores, authentic customer reviews can also act as a differentiator from the competition. For many consumers, it can be even more important than the price.
Recommended reading:
9 Ways to Differentiate Yourself From Your Competition
The level of trust that consumers have in online stores and their credibility is strongly correlated with how often they shop online. According to the Digital Trust Report, as much as 67% of consumers that shop online at least 20 times per year are confident in the reliability of e-commerce shops. And while roughly two-thirds of European consumers trust online businesses, e-commerce business owners should still work to further strengthen trust in order to win over those who are less trusting.
To confirm the credibility of a given business, customers are most often guided by opinions about it (i.e. customer reviews). They act as social proof, which has a much greater impact on trustworthiness than the store's own assurances about the quality of its products and services.
Positive online reviews are the most frequently cited factor convincing European consumers to buy from a new shop. They are even more important than competitive prices and discounts, among others. Reviews are part of building trust in an online shop. In turn, trust has a direct impact on sales and can help a shop stand out.
What exactly is the impact of reviews on online shoppers?
According to our research, 79% of European consumers responded that they either always or usually read reviews before making a purchase. Whether they generally do or do not trust online stores, most consumers do still rely on customer feedback.
Additionally, the more often a consumer shops online, the more likely they are to leave positive reviews – and after all, that's what you care about the most when it comes to your online reputation.
This shows that trust pays off not only in terms of sales, but also in building customer loyalty. A more reliable store means a greater chance of repeat purchases, which leads to more positive reviews that convince others to buy.
Trust is also built by what happens after the transaction. I am primarily referring to customer service and support in case of problems. However, responding to reviews is also part of after-sales service. According to our report, replying to reviews also has a great impact when it comes to convincing undecided customers to make a purchase decision.
Other elements of trust such as certifications, trustmarks and Buyer Protection programs are also worth mentioning. They are most appreciated by people who buy higher-priced goods online.
Learn more about the Trusted Shops Trustmark & Buyer Protection here.
What elements build trust in an online store?
So what can you do to strengthen trust in your business? Certain elements of trust can help you accomplish this. As we mentioned, authentic customer reviews or trustmarks awarded by reliable 3rd party experts provide an objective signal to potential customers that a given business is trustworthy.
However, in order to inspire trust in people who come to your store for the first time, it is also worth remembering some general concepts:
Be transparent
If you promise free next-day delivery, you'd better do everything you can to keep that promise. Otherwise, you risk a negative review and the loss of a potential loyal customer.
Provide clear and detailed information for procedures such as deliveries, returns, complaints, exchanges and additional costs. Make sure they are written in simple language so that potential buyers have no doubts about them, and be clear that in case of problems, you’ll provide assistance in solving them.
Shutterstock/FAHMI98
Stay safe
SSL certificates, which protect customers' personal and financial data from interception, are a must-have in every online store. Browsers warn users about websites that do not have SSL, which immediately raises their vigilance.
Another important element is to offer secure payment methods, known to potential buyers. It is worth offering a fairly wide range of them so that users can choose the best one for themselves. If you sell internationally, make sure you offer the ones preferred by the local market.
Solarplexius has a done great job growing internationally with Trusted Shops’ trust solutions. Read more about their success here.
Ensure a good user experience
A clear and easy-to-navigate website without an excess of pop-ups is a positive sign for potential customers. Having plenty of images is also strengthened by professional design and linguistic diligence.
Recommended reading:
What is UX and Why is It Important for Your Online Shop?
Offer after-sales support
As I mentioned earlier, what happens after the sale is also important in strengthening the relationship and trust between buyers and sellers. Therefore, you should openly communicate how you can be contacted if necessary, and offer different forms of contact. The worst thing you can do is leave the customer alone with their problem.
Kelvin Power Tools displays contact info clearly at the top-right corner of their homepage.
Read about their success with Trusted Shops here.
Summary
Collecting customer reviews, engaging with them, maintaining a credible brand image, and taking care of customer relationships at every stage of the shopping journey are the most important elements to think of when building trust with online shoppers.
In the first edition of the Digital Trust Report, we’ve uncovered the most important data and statistics on European consumer trust in online shopping. Download it and use this data to drive sales:
