The eCommerce market is at an all-time high with sales growing exponentially year-upon-year. Just as eCommerce popularity increases, so does competition. The market share is highly fragmented and each online merchant is fighting off a hundred others for grabbing the customer’s valuable attention.
In such a scenario, marketers and digital merchants have to think of innovative ideas and tips to increase conversion and grow their eCommerce sales. One of the ways of doing is to dip into relatively uncharted waters.
Ways To Turn Skeptical Prospects Into Believers
There are ways to convert skeptical buyers or reluctant shoppers to increase the total number of customers. Since these reluctant buyers present a slice of potential customers that can be loyal buyers. But to do this, you need a thorough plan and strategy to optimize your store for credibility.
Cybersecurity is a very real and daunting problem. Especially when several massive incidents of data and security breach occur each year. Customers are naturally somewhat reluctant to enter their personal details like credit card information, debit card information etc. for online payment. Make sure that your site is secure, patched for any new risks detected and that it displays information about the secure transaction to the customer. Use security badges in high-traffic touchpoints of your website and checkout areas to give your customers confidence to shop.
Customers are also more confident and trusting when you display many options for payment. Some prefer PayPal, some like credit card whereas some only use the Cash-on-Delivery service. When you offer choices, customers feel more welcome and sure about their choice.
A common and valid user fear with online shopping is ‘what you see is not what you get’. With clothing especially it is tough to decide. Despite sizing charts and other tools there is always the uncertainty of fit. Judging the style, fit, and material based on photos involves a leap of faith.
Thus, you need to need to provide accurate and helpful product descriptions and as many photographs as possible with 360-degree view. Size guide, reviews and fit surveys (where customers can rate the accuracy of sizing) boost customer confidence in shopping with your company. Also, provide a segment to ask questions to other shoppers who have bought the product – similar to Amazon’s feature. There are several helpful tutorials and guides on how to write accurate product descriptions that sell.
Product descriptions do a good job of displaying facts and figures. Skeptical buyers often turn to user reviews and product star ratings to gauge the authenticity of your brand and its goods. But it is important to keep it authentic – the Amazon way.
Authentic reviews can seem counter-intuitive especially when some honest feedback is bound to be negative. However, customers are more likely to trust your site and products when they see real reviews. This assures the customers that you value customers’ opinions whether they are good, bad or ugly and that you are willing to put customers’ interest first.
As competition increases, shipping rates are decreasing and delivery times are getting faster. Keeping up with your competitors and to appease your prospects, you need to use the free shipping and returns policy. If you are a small scale business that can’t afford free shipping then peg a minimum cart value to entail this benefit.
Shipping charges and return fees are one of the main causes for shopper mistrust. To ensure this process is easy and pain-free for them to develop a sense of trust in the customer. Make all caveats and fine print easily available and accessible on your website. If there are hidden charges or extra fees then they should be mentioned right at the outset and not a surprise at the final moment when the user is ready to pay the bill.
A free shipping/returns policy gives buyers an easy way out, in case they are not satisfied with the purchase. It is a simple step but one that converts a lot of cynical buyers into believing customers.
There are many other proven ways to increase customer confidence and in turn the rate of conversion. Testimonials foster trust and credibility, so do social media sharing and trust badges on the website. Promo codes and discounts also help engage and convert buyers who are sitting on the fence.
Moreover eCommerce platforms allow merchants to customize their web stores to make them secure, reliable and user-friendly. By enhancing your customers’ shopping cart experience, you can improve the rate of conversion and strengthen your brand.