eCommerce does not stop : after a global turnover of 5.7 trillion dollars in 2022 (of which Italy generated 48.1 billion, with +20% compared to 2021), forecasts for 2023 are still upward, estimating $6.51 trillion for the current year .
A growth that shows no signs of stopping, with eCommerce occupying more and more space in the B2C retail ecosystem: 20.8% of total sales in 2022, with projections at 23% for 2025.
In this framework, the possibilities for fintech companies and players multiply , thanks also to the options offered by online commerce, such as social commerce, live commerce and pay-by-link payments.
Yet, the cart abandonment rate has touched 70% in 2022, and 79% of users fear they may be the victim of online fraud.
Among the main reasons for abandonment , users cite the poor reliability transmitted by the payment page and problems during the transaction, such as, for example, multiple payment attempts.
Fears that seem confirmed by the data of the Postal Police, which record, for 2022, a percentage increase of 3% on the cases treated of online scams (15,508 in total).
Trust is the basis of every sale. Today shoppers have endless options at the click of a mouse and businesses are able to monitor their behavior. Yet the crucial factor — trust — is quite difficult to understand and control.
How to gain customer trust if you are selling a new product or have just launched a new online store? What are the elements that can make you gain or lose consumer trust?
What makes an online store appear trustworthy
Shopify, a well-known global ecommerce platform, continuously studies these issues. Last year, she conducted a series of in-depth interviews with a diverse group of North American consumers, investigating their recent online shopping experiences.
They surveyed each consumer for an hour, asking them to review a recent purchase of a new product/at a new store. They then asked these people to make a purchase of up to $40 at a Shopify store where they had never bought anything before.
Their goal was to understand what makes a customer inclined to buy a new product, or to buy in a new store. In particular, they sought answers to these questions:
- Where does the trust in customers when evaluating the purchase of a new product / in a new store come from?
- Which pages or elements of an online store are most important for gaining customer trust?
After analyzing buyer behavior, they identified recurring patterns. Thus they were able to identify which elements in the design of an online shop generate trust or distrust in customers.
Their research found that reassuring design elements or details inspire confidence, dispel doubts and help users feel confident in making a purchase. Conversely, elements that generate apprehension , which instill doubts in visitors about the validity and authenticity of the brand or the safety of the store, arouse a sense of distrust.
In this article, also on the basis of the results of this research, I have prepared some tips to help you increase both the reliability and the sales of your online store.
How to win the trust of customers?
The first impression is crucial to win the trust of users. But this needs to be backed up by store content and customer testimonials.
1. Make a great first impression with your homepage
What the customer asks himself: Is this website safe? Here can I find what I'm looking for and navigate easily?
Your Goal: You should create an eye-catching homepage and instantly make a statement about the overall style of your shop.
On their first visit, shoppers are more critical of a store's design and layout. And that's whether they're looking for an item they've never bought or a product they're already familiar with. Due to its introductory function, the homepage of a site is a strategic place to win the trust of customers. It should aim to deliver a great first impression, while also clearly showing shoppers where to go.
There are essential elements that buyers look for when evaluating a homepage. And then there are the useful details , which can tip the scales further in your favor (but only after the essentials are in place). In this article, we'll keep each other separate so you know what to prioritize.
Essentials
- Consistent and curated content, with high-quality photos and error-free text throughout the site.
- Clean, distraction-free layout.
- Navigation categories intuitive and easy to use on all devices.
Useful details
- Menu with clear and easily understandable category names (e.g. Shop, Woman, Man, About Us, Contacts, etc.).
- If selling in multiple countries, text and content translated into the buyer's language and prices indicated in the local currency.
- Fast and error-free loading of shop pages (shoppers tend to find a site underperforming when loading is slow or impossible).
2. Offer customers all the important information
What the customer is asking: Does this product solve my problem? Is it well made and the right size or dimension? Is the price fair? I can afford it?
Your Goal: You should make product information easy to find with accurate search results, detailed product pages, and collection pages.
When a new shopper navigates off the homepage, they usually navigate directly to a product page. This is where shoppers establish the value of a product, whether they visit a new store or a familiar store.
The right layout and design elements on the product page help customers determine if the value of each item is as desired. Images, descriptions, size charts, availability and variant details, shipping and tax information are all very important to customers.
Of course, there is no single approach to optimizing product pages. But again, there are key details to inspire confidence, no matter your industry.
Essentials
- Multiple photos on each product page.
- Product descriptions organized into several sections, for greater readability.
- A size chart, preferably with measurements for each size, on the product pages that require it.
- Recent reviews on each product page.
Useful details
- Returns policy and shipping information included on the product page.
- A video included on the product page.
- Desktop Only: A “quick view” option on collections, which allows customers to view an item without opening the corresponding product page.
3. Tell the brand's story and mission
What the customer asks: Is this an honest business? Do you behave fairly with customers?
Your Goal: You should reassure customers that your business is legitimate. If possible, share the story of the brand and the reasons why it was founded on the site.
Shoppers visit the About Us page to learn more about the brand and who is behind it. Essentially, the page should answer two fundamental questions that correspond to users' curiosities:
- First, when they visit this page, buyers have doubts about the authenticity of the shop . Often they want to make sure that the business is stable, that it is not in danger of going out of business overnight. That's why the Contacts page can be useful. Seeing the contact details (telephone, email) and the address of the store (if it has a physical location) is reassuring for users.
- Secondly, many customers are interested in knowing the corporate mission and in finding out if the shop has shared values (eg sustainability). They visit the About Us page to find out who they're buying from and — in the case of socially conscious consumers — how the business is run.
Essentials
- The About Us page.
- A Contacts page.
- The phone number on the Contacts page.
- The detailed history of the brand on the About Us page.
Useful details
- Professional email address associated with the shop domain on the contact page (e.g. This email address is being protected from spambots. You need JavaScript enabled to view it. and not This email address is being protected from spambots. You need JavaScript enabled to view it. ).
- The ability to contact support via live chat.
- If possible, the address of the registered office of the business on the Contact page.
4. Show customer satisfaction
What the customer asks: Do other customers find that the product complies with what is described? Is the company fair to customers?
Your Goal: You should provide customers with the social proof they are looking for about your brand and products.
Consumers greatly appreciate the reassurance they receive through unbiased reviews. And it's no surprise that they pay close attention to what previous customers have to say about you and your products. Before making a purchase from a new website, they want to read reviews on product pages, external sites, marketplaces, and social media. In particular, look for any inconsistencies or explicit warnings from previous customers, or feedback that contradicts what the company claims on its website. With regards to social media, for example, consumers can do a mental calculation to understand if the ratio of Instagram followers to likes is authentic.
It is essential that entrepreneurs understand that common sentiment can be decisive in provoking or hindering purchasing decisions.
Essentials
- Positive product reviews with a score of 70% or higher.
- Social media posts with mostly positive product reviews (on Instagram, YouTube, etc.)
- Product reviews that are descriptive and complete with customer ratings.
- Followers on Instagram, Facebook or other platforms.
- Positive shop reviews on external websites like Google, Facebook, Yelp, Trust Pilot, Amazon, eBay, etc.
Useful details
- Photos within reviews on product pages.
- Product reviews in the apparel, accessories, health and beauty sectors complete with author description (more relatable for shoppers).
- Reviews that include a product video.
- Clearly visible links to the shop's social profiles.
5. Offer a simple and transparent shopping experience
What the customer asks: What is the cost of delivery? Are there any taxes to pay? Are the payment options familiar and secure? Do they work without problems?
Your Goal: You should eliminate customer concerns by calculating the total cost at checkout, which includes shipping.
According to a saying: “Price is what you pay, value is what you get”. In other words, the price and value of a good are two different things. Quality photos and persuasive text help convey the value of the product, but buyers also want to know immediately what the price to pay, including discounts, taxes, etc.
In itself, the price is a simple element. However, it is linked to variables such as the cost of the product and the value that everyone attributes to it. Therefore it is important to explain the price and avoid unnecessary surprises, to gain the trust of customers.
Essentials
- A clear and easy to understand returns policy.
- If shipping internationally, a shipping policy that clearly states who pays duties and taxes.
Useful details
- Shipping costs clearly visible on the online store.
- Ability to apply discount codes to cart.
- Possibility for the buyer to modify the contents of the cart.
- Familiar payment methods (such as PayPal, Stripe and if possible cash on delivery).
- Also include familiar installment payment options.
- Ability to track order status.
- Rewards and discounts for further purchases, on the order confirmation page.
- Easy access to the contact page, in case you need to change your order.
- In international stores, the option to switch to another language and currency.
- A good pre-sales assistance service but also and above all post-sales
Customers reward companies they trust
Often (new) businesses do not know how to win the trust of customers. Those who found a company tend to take their reliability for granted; and believes that being honest in your statements and keeping your promises is enough to gain customers' trust. Instead, it's important to remember that trust is a matter of perception and every business owner goes a long way to earning it.
Your business can prove reliable over time thanks to customer satisfaction and word of mouth. If an excellent reputation precedes you, you won't need to make major changes to your website. But that doesn't mean you shouldn't adopt the best and proven solutions to make your site feel familiar, trusted, and clear.
Immediately implement the precautions that I have suggested. So your customers will feel more comfortable, and will find it easier to shop in your store. At the same time you will achieve an increase in sales and a progressive growth of your business.