Customers online tend to suffer from purchase anxiety more than customers offline.
After all, when you buy something over the internet, it’s often an offer, a product that has more value and you have never seen before sold by a person you’ve never met before.
Identity theft and credit card theft are the two biggest fears that limit and even prevent Customers from shopping online, according to the market research firm TNS.
In addition, process all purchases through a secure server, so that no other computers are ever able to access any of your purchase information.
You can go even further and include “security seals” on your site, reassuring visitors that you have done everything possible to protect their website from hackers.
Some of the more popular security seals/badges are VeriSign, TRUSTe and Hacker Safe.
Nothing reassures your website visitors like testimonials from real customers who can vouch for the quality of your offer, product, service.
And, yet so few business sites have testimonials.
It can feel awkward to ask Customers to say nice things about your product or service.
But testimonials have so much trust-building power that you should go out of your way to get them.
When you request a testimonial, ask if it’s OK for you to include as much information about the testimonial provider as possible.
Along with the testimonial, include the person:
For example, if your business helps Customers dealing with alcoholism, eating disorders or similar problems, then your testimonial providers won’t want to reveal that much information about themselves.
In that case, a first name and initial is probably good enough.
We suggest you stick with the conventions within your industry.
When talking about statistics or results, always be as specific as possible. It makes your copy seem more credible.
For example, if you sell a weight-loss product, don’t say that it helped one client lose “more than 100 pounds.” Say that it helped her lose 107 pounds.
The more accurate you are, the more realistic your claims will be.
If you include statistics or other forms of industry information to back up the claims in your copy, be sure to cite your source of that information.
When you cite a reputable source of information, you borrow their credibility. And that builds your own credibility.
Imagine that you go to a website and find a product you want to buy, but you have a few questions you want to ask about it first.
Then when you look for some way to get in touch with the business owner, all you can find is an e-mail address.
Nothing screams “shady” like a lack of contact information.
Be sure to include your full name, street address, phone number and e-mail address and link to that information from every single page on your site.
By showing you’re willing to pay for customers to call, you prove that you’ll do whatever it takes to address their concerns this will naturalize objects from Customers calling
If you belong to any professional or business organization, such as the certifying bureau, include a prominent mention on your “About Us” page.
Just make sure you don’t feature only local organizations; the internet is a global medium, and if you want to sell to international visitors, you have to come across like an international business.
Customers want to buy from someone, not something.
So help them get to know you. Your visitors want to know something about you that relates to your industry.
How long have you been in this business? What made you get into it?
Why do you enjoy it?
Also be sure to include a photo of yourself on your “About Us” page, as well as a photo of your employees or the office where you work.
The effort you put into making yourself seem more real to your visitors will definitely pay off.
Purchase anxiety doesn’t end with the purchase. There’s another syndrome called “post-purchase anxiety.”
You can alleviate it by keeping your customers informed until your product is in their hands.
Your order confirmation page, confirmation e-mail, shipping information and receipt are all opportunities to let the customer know that you’re on the case.
Even better, you can use each of these to reassure customers that they’ve made a smart purchase.
You can re-state the benefits of the product or give them further information about it. Include your contact information again and state that you’ll answer all questions.
If you don’t already have these elements on your website, add them as quickly as you can. People are out there in full force right now.
Online sales for retailers in popular gifting categories will get a boost this season, with health and beauty up 23%, consumer electronics rising 20%, fashion up 19% and home furnishings growing 16% by the end of this year.
So make sure when customers get to your website, they feel confident they can buy from you.