Increasing customer confidence online
What steps should you take to increase your customer’s confidence in your site?
1. Display any security or accreditation logos and have a clear link to your security policy
98% of consumers make some sort of check for security reassurance on a site before they purchase online. Top of the list is the security padlock on their browsers (88%).
2. Process payments through a reputable online payment processor
82% of consumers look for logos of reputable payment providers and card schemes, such as PayPoint.net, Verified by Visa and MasterCard SecureCode.
3. Become an ISIS Accredited e-Retailer
50% of consumers look for the Internet Shopping Is Safe (ISIS) logo. You can become an ISIS Accredited e-Retailer through the IMRG, the leading industry body for global e-retailing.
4. Avoid using a PO Box address
85% of online shoppers look for a UK address and a contact telephone number.
5. Simplify your payment pages
79% of online shoppers use established sites because of clear and easy payment instructions. This applies more to women (82%) than men (75%) so it’s especially important if your online store sells gender-specific products or services.
6. Offer refunds, returns and exchanges
85% of people shopping online check for a reasonable exchange, return and refunds policy.
7. Have a clear link to your after-sales policies
Make sure that your customer can easily find your exchanges and refunds policies, as well as any satisfaction guarantees – 69% of online consumers shop with established brands because of their after-sales care.
8. Blow your own trumpet
54% of online shoppers are reassured by customer testimonials. This is especially important if your brand is not yet established.
About the research
Commissioned by PayPoint.net, Dynamic Markets interviewed 945 UK online shoppers in June 2008. PayPoint.net is a leading bank-independent online payment service provider which operates one of the most comprehensive, secure and reliable payment platforms in the UK.
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