Here’s how to make your store credible in e-commerce to increase user engagement and drive more conversions.
Is your e-commerce business up and running but your sales are nothing to write home about? If you’re still in the early stages of business, there’s no cause for alarm. However, business costs are mounting and you will need to do something soon.
While there could be any number of reasons why your store isn’t resonating with shoppers, it’s helpful to take a step back and ask: do they trust you?
Here’s how to make your store credible in e-commerce to increase user engagement and drive more conversions.
Higher-Quality Images
Whether a site’s purpose is shopping or knowledge, high-quality images are non-negotiable in today’s digital environment. Are your product photos illustrative of the actual product? Are your images high-resolution? What about the white space around them? Are there multiple angles of the product or various shots of its different functions? If you’re selling clothing, do you have models wearing them? Are those models of different skin colors and complexions so all types of shoppers can get a realistic idea of how it’ll look on them? If you’re running a blog to generate organic traffic, are you using generic stock photos or quality images that enhance your written content?
Improving your product photos will require quite a bit of effort, but it’s time well spent—considering it will also improve your conversion rates. For your blog images, it’s easy to find free, non-stock-looking photos with sites like Unsplash, Pixabay and a host of others.
Trust Badges
Accredited by the Better Business Bureau? Running a site that meets SSL (secure socket layer) encryption? Do you offer a 30-day money-back guarantee? Whatever credible and trustworthy features you offer should be highly visible on your site. Per Oberlo, trust badges can increase e-commerce conversion rates by as much as 40 percent.
These are most effective when displayed at the header, footer and checkout page. Creating focused landing pages and embedding them with trust badges can also build trust, especially if you’re targeting particular keyword phrases built around trust, for example “Is XYZ Company Accredited?”
Compelling Branding
Do you have a store, or do you have a brand? The difference between the two may seem minor, but it’s actually monumental. A store is a hollow slice of internet real estate, a place where products are available for purchase. Meanwhile, a brand is a memorable idea. The feeling and experience stick with customers long after they’ve left your site.
If you have a company name with which you’re happy, you’ll also need a tagline, revisit your logo, color scheme, and mission statement. If you’re using a hosted e-commerce platform to run your store, you might have some baked-in options at your disposal, such as a logo creator or a template to experiment with different color schemes.
More Thorough, Human-Focused Product Copy
The early days of e-commerce where a company could simply copy the (inadequate) manufacturer description and still enjoy sales are long gone. With many stores selling overlapping products and consumers more intent on finding as much information as they can about a product before making a purchase, putting effort into your product descriptions is a must. Your descriptions must be thorough, providing every possible measurement, material and product use it carries. You should also provide this information in a compelling, human way. Avoid using marketing speak and dry language. Aim for copy that reads like you’re telling a friend about a product you love.
Not Providing Free Shipping
Shoppers are increasingly expecting free shipping. For a brand not to offer free shipping makes them look behind the times and less trustworthy. Are you guilty? Consider your own internet habits. You come across a site, browse around and eventually add a few products to your cart. Then you find that your modest $30 cart total will cost $7.80 in shipping. You’re probably going to abandon that purchase. This is in line with most online consumers’ behavior. It’s obviously difficult to offer free shipping on all purchases without the built-out logistics infrastructure of Amazon. However, enticing shoppers to spend a certain amount to get free shipping will help reduce some of your cart abandonment issues. It may even result in a serious profit boost.
When it comes to how to make your store credible in e-commerce, there’s no better way to build trust with customers than addressing the problem at its root. Press coverage, testimonials and offering the right products will help, but focusing on things that affect a buyer’s decision will be the ultimate difference. When in doubt, put yourself in a consumer’s shoes and ask, “what makes me feel good about this site and what doesn’t” over and over again until you’ve highlighted all your areas for improvement.
After that, the real work is cut out for you.
How to Make Your Store Credible in E-Commerce appeared first Mompreneur Media
