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Wonder Web
Listed under: Retail Clinic
Published: Wednesday, April 02, 2008
By giving customers confidence in their website, independent online shops can compete with established names, explains Andrew Fassnidge of Amenworld
We started the Support Independent Online Shops campaign as we realised that there was no real organised help for small internet businesses. A survey by Directline.com reveals that all things being equal, at least 61% of web consumers would opt to buy from a big brand rather than an independent online retailer.
Consumers need reassurance when making a purchase online and can have a problem putting their trust in a company they know nothing about. As part of the campaign we came up with a checklist of things that small retailers can do to their website to build a transparent and trustworthy relationship with their customers.
Contact Details
A recent survey revealed that 50% of people would never purchase anything from a site that does not provide a contact number. Considering the simplicity involved in putting contact details on a website, this is the first step a business should take to garner trust.
Payment Options
It’s important that customers have various methods of payment to choose from, just as they would if they were buying from a bricks and mortar shop.
Valid Security Certificate and Secure Padlock Sign
Most retailers now realise the importance of keeping their customers' data secure by encrypting sensitive information such as credit card details. A Secure Sockets Layer (SSL) certificate is required for this, and will mean that a padlock image is displayed.
Customer Review Section
More than half of the UK's online consumers say that reviews are important in the buying process, while similar numbers have more trust in those websites that display them.
Delivery Options
There is no excuse for failing to offer a choice of delivery options because the customer carries the entire cost, whichever courier service is used.
Clear Returns Policy
Having a returns policy that allows customers to return the product for a refund (minus postage) can reassure people they are protected in case their goods arrive damaged or faulty.
No Hidden Costs
Hitting customers with unexpected charges at the end of a transaction is guaranteed to annoy them and is likely to cause them to abandon the transaction.
Good Hosting with Minimum Downtime
A hosting service should consistently deliver an uptime of 99.8% or better each month. Excessive downtime can leave site visitors frustrated and in doubt about the quality of products or services being offered to them.
Andrew Fassnidge is the UK marketing and product manager for Amenworld
Consumers need reassurance when making a purchase online and can have a problem putting their trust in a company they know nothing about. As part of the campaign we came up with a checklist of things that small retailers can do to their website to build a transparent and trustworthy relationship with their customers.
Contact Details
A recent survey revealed that 50% of people would never purchase anything from a site that does not provide a contact number. Considering the simplicity involved in putting contact details on a website, this is the first step a business should take to garner trust.
Payment Options
It’s important that customers have various methods of payment to choose from, just as they would if they were buying from a bricks and mortar shop.
Valid Security Certificate and Secure Padlock Sign
Most retailers now realise the importance of keeping their customers' data secure by encrypting sensitive information such as credit card details. A Secure Sockets Layer (SSL) certificate is required for this, and will mean that a padlock image is displayed.
Customer Review Section
More than half of the UK's online consumers say that reviews are important in the buying process, while similar numbers have more trust in those websites that display them.
Delivery Options
There is no excuse for failing to offer a choice of delivery options because the customer carries the entire cost, whichever courier service is used.
Clear Returns Policy
Having a returns policy that allows customers to return the product for a refund (minus postage) can reassure people they are protected in case their goods arrive damaged or faulty.
No Hidden Costs
Hitting customers with unexpected charges at the end of a transaction is guaranteed to annoy them and is likely to cause them to abandon the transaction.
Good Hosting with Minimum Downtime
A hosting service should consistently deliver an uptime of 99.8% or better each month. Excessive downtime can leave site visitors frustrated and in doubt about the quality of products or services being offered to them.
Andrew Fassnidge is the UK marketing and product manager for Amenworld
