Inspiring confidence and security

Customer confidence and a sense of security are among the most important factors in the success of an e-commerce website. The website must be built to maximize both. 

On an e-commerce website, a sense of security can be a critical factor in a customer’s decision to make a purchase. Here are some basic rules to follow:

  • Secure connection: When the sale is going through, use secure verification procedures and payment protocols.
  • Data protection and privacy: Mention data protection clauses clearly and explicitly, whilst limiting the amount of data required from the customer before placing an order.
  • Information about the sale, product and delivery: Make the general terms and conditions of sale, product availability and delivery conditions accessible and visible.

Likewise, there are a number of common practices which can inspire more confidence in internet users:

  • Site design: Demonstrate a professional, well thought-out, modern and consistent site with clear navigation tools. An amateur-looking website is the first hindrance to sales.
  • Regular updating: Keeping the website contemporary by regularly updating it shows that someone is looking after the e-commerce storefront. A site which looks as though it does not change generates mistrust.
  • Prove your physical existence: Provide an address and a telephone number.
  • After-sales service: Highlight options and willingness to resolve problems after purchase and make sure the contact address is prominent on the website.
  • Reputation: Highlight important, trustworthy partners. Show sales figures, number of customers and any testimonials. Display awards and rankings.

Last modification 20.02.2020

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