Along with the ramping up of ecommerce in the early days of quarantine, so did fraudulent activities. According to brand protection firm, Red Points, the sale of fake cosmetics, apparel, toys, and sporting goods surged, with the number of counterfeit detections growing by 38%. This is becoming a growing concern for consumers, with 92% having concerns about making purchases from unfamiliar websites. Customers main concerns seem to be:
- Getting their credit card or personal information stolen.
- They won’t be able to return items.
- Not getting personalized customer support.
- That the product will look different once it arrives.
Trust among your online customers is more important than ever before. Businesses are now tasked with not only providing quality products and exceptional customer service, but also with proving they’re reliable and can be trusted.
Building that trust requires appealing to consumers’ social, psychological and economic instincts. Here are 5 ways to help improve the trustworthiness of your brand and products with online customers.
1. Social Proof
Social proof can be anything from your social media following, endorsements from trusted experts or influencers, evidence of demand or certifications. But the most effective form of social proof is word-of-mouth and positive online reviews and testimonials. According to research conducted by the Spiegel Research Center, nearly 95% of shoppers read reviews before making a purchase. It’s not as simple as just getting reviews, though. There needs to be a substantial amount and they must be authentic. It’s also important that you don’t delete negative reviews, either. Instead, you should take the time to respond to them. This shows that you read your reviews and actually care about your customers, increasing brand trust.
2. Personalize Your “About Us” Page
Users that have never heard of a company and are making a purchase for the first time will likely navigate over to the “about” page to learn more. Your “about” page isn’t the time to use sale pitches, jargon or company lines. It’s an opportunity to tell your story and create a genuine connection with your customers. Introduce yourself, your business and tell what makes your products unique. This is how you best translate real authenticity and start a relationship with your customers.
3. Prioritize Social Media
There are many ecommerce counterfeiters that will utilize social media to hit their targets. This is why it’s essential to ensure your own social media channels convey authenticity and the genuine nature of your brand. It’s important to share content regularly, ensure consistent messaging across all platforms and interact with your followers. When pages aren’t updated consistently or only show low quality images and content, it can leave users questioning the legitimacy of your business as well. If you don’t have the capacity to consistently update all your social channels and create quality content, it may be worth outsourcing.
4. Create Clear and Detailed Product Descriptions with High-Quality Photos
Normally when it comes to copywriting, less is more, but not when it comes to product descriptions. The best way to differentiate yourself from scammers is by including as much information as possible. Your product descriptions should have:
- Measurements
- Materials
- Colors
- How it’s packaged
- How it’s shipped
You should also include as many high-quality photos as you possibly can.
5. Be Available for Questions and Customer Support
It can be unsettling to consumers if they’re trying to reach a company but aren’t able to easily find contact information. Along with an email address, be sure to also include a physical address. Customers should also receive prompt responses from your company. If customer service fails, all other efforts are meaningless. When emails or direct messages are left unanswered, consumers immediately have doubts. This can also lead to more negative reviews and word-of-mouth.
Final Thoughts
Establishing your brand authenticity and trust among your customers isn’t difficult. It just takes sharing your products, why you love what you sell, investing time and resources into original content creation and clearing communication with customers.
At Onimod Global we’re experts in the ecommerce and social space. We’re always looking to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!
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