While consumers find e-commerce
websites to be convenient ways to purchase products, they are also very
cautious. This is because they are concerned about cybersecurity and data
breaches while at the same time they have to worry about the quality of their
purchase without having seen the item. This implies that there should be a
level of certainty and trust that must be established with your brand before a
consumer completes a payment.
How to gain customers’ trust when the service is digital?
The answer is social proof. This
leverages the acts, decisions, attitudes and emotions of others to influence
potential clients to buy an item. It works in the following way. If we see
someone we know and trust raving about a product or service, we are convinced
that we should copy them to experience the same feeling. How to generate social
proof. There are several forms of these that you can display on your online
shopping site. These are customer reviews, testimonials, real-time
activity tracking and brand logos.
Other factors that would increase
customer trust are word-of-mouth recommendations, celebrity or influencer
endorsements, credentials and awards, accolades and certifications.
Others’ positive experiences motivate buyers to complete a deal. As such, you
must include a section where shoppers are able to upload reviews.
Social
proof motivates clients to complete purchases
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