Trust. The ultimate deal maker or breaker. Research tells us that the presence of trust improves both a customer’s risk perception and his attitude, which in turn enhances the customer's willingness to buy online, and increases the actual intention to buy online. But how do you build this trust, all within the space of a single visit to your e-commerce site, because one visit is often all you will get from a potential lead?
It turns out that trust in an e-merchant is built on two levels: in the brand itself, and in the actual website structure. In this post, we'll be focussing on what your brand has to convey on your site to earn customer trust. When building trust in your brand, customers will rate your brand on three things: ability, benevolence and integrity. Here's what that looks like in practical terms:
Research suggests that these are the three key markers of benevolence:
Is yours the kind of brand that does what it says it will, when it says it will and how it says it will? Brands are like people, and those with flimsy characters soon wither away. These four markers will showcase your integrity to new and existing visitors:
This list is quite lengthy, but if you think about, all it asks is for brands to portray the qualities we like best in people. It's emulating the relationship your grandfather had with John, the greengrocer. Where yes meant yes, and honesty was par for the course.