We all have our go-to brands and shops. If asked why we keep going back to these time and time again, we mightn’t be able to say exactly why. But the answer’s simple: trust.
Creating trust with your customers is essential if you want to attract new buyers – and keep them coming back. It can be more challenging building trust in the eCommerce world than the bricks-and-mortar one, but it’s worth the effort.
Here are our tips for building a brand that your customers trust.
Design as brand promise
As a brand, you’re making a promise to your customers. Trust comes when you fulfil that promise.
Having a site that backs up your brand’s promise through its design goes a long way towards garnering this trust – and will entice customers to stay on your site rather than bounce to a competitor’s.
Appealing design, user-friendly and functional navigation and great content all help fulfil your brand’s promise.
Need a bit of help of inspiration? Our Kong Academy is full of tips on how to create engaging content and find the right design for your store.
Honesty and openness
You want your site copy and photographs to show your products in their best light – but at the same time, it’s essential to avoid embroidering the truth or making claims that err on the side of tall tales.
Honesty and clarity go a long way, and customers who feel informed about a product will be more likely to click “buy”.
If you really want to add some cachet to your product listings, consider offering curated reviews or feedback from past customers. You can incorporate these into your own pages, or link to off-site ones – but to get the full trust benefit from reviews, always ensure that they’re attributed.
Picking your pricing
Developing a pricing strategy that’s appropriate to your niche and that reflects your brand positioning will also help engender trust.
Price your goods too low, and you run the risk of raising questions about the quality of your products. Price them too high, and you’ll scare customers away.
Look at your competitors’ prices and see how your prices fit with theirs. Don’t forget to look at extras such as shipping costs or bulk purchase rates, as these can affect the overall cost. For example, a product may seem cut-rate until you add up the shipping and realise that you’re paying more overall.
Tip: If you’ve done the maths and find that your prices come out higher than a competitor’s, see what you can do to add some extra value to what you’re offering. Speedy shipping, stylish wrapping or a promise of discounts on future purchases can all indicate that you’re invested in your customers’ satisfaction.
Tell your story
The “About us” page is one of the most visited pages on a website. Your customers want to know who’s behind the business they’re thinking about giving their money to.
This is the part of your site where you can put a face to your business – and where your customers can find a story or a history that they can personally connect with.
Build a brand story that informs and engages, and that touches on your origins and your goals. What you do is important, but the why is really what will set you apart.
Avoid lofty phrases and “changing the world through eCommerce” sentiments. Imagine that you’re talking directly to your customers, and craft your message accordingly. Text is a great start, but photos and videos are a great way to paint a vivid picture about who you are and what you do.
Be brave and put contact details on your website. An email address, telephone number, and even a PO Box address – all help prove that there’s a real person behind the site.
And when your customers do contact you? Ensure that you respond promptly and personally – even if you do opt for an initial automated confirmation of receipt message.
A considered, human response delivered as quickly as possible offers a personal touch that customers will appreciate. Include a name and contact details so your customer has a reference point if needed.
It’s time to start building trust
Consider your site from the perspective of a new customer, and ask whether you’re delivering on the promises made by your brand.
If so, great work. If not, there’s no better time than now to make those tweaks and ensure that your site is one that customers are happy to count among their bookmarked favourites.