What Do You Do When Your Customers Are Afraid To Shop Online?
It’s Not Just You: Consumers Have Security Concerns
- “News reports of information being stolen from retailers” (43%),
- “My information was stolen” (17%),
- “I don’t believe that the store will take good care of me if there is a problem” (12%)
- “I tend not to trust companies, employees or technology” (10%)
Online Shopping and Privacy Concerns
6 Ways to Solve People’s Fear of Online Shopping
1. Make Your Business Look Real
- Have an About Page. Put your smiling faces on it.
- List your contact information – prominently.
- Answer the phone/support chat when people want to talk.
- List your company location.
- Make it easy to verify the accuracy of the information on your site (more on that below).
- Design your site so it looks professional (or is appropriate for your purpose).
- Use restraint with promo elements. Focus on the UX first.
- Fix your grammar mistakes.
2. Live Chat/Real-Time Support
- Over half (56 percent) of respondents have used live chat at least once to answer a question on a company’s website.
- Forty-nine percent of respondents prefer using live chat for online-shopping questions, while 74 percent prefer telephone for complex financial questions.
- Regardless of the nature of the question, 56 percent of respondents aged 18 to 34 prefer live chat to phone, compared to 27 percent of respondents aged 35 and older.
4. Product Guarantees
- Hyundai struggled for years with a reputation that it makes crappy cars that break down fast. So they initiated a 10-year warranty – basically saying that ‘how can it be a bad car if we’re giving it such a long warranty?’
- Pizza delivered in 30 minutes or it’s free.
- Not only will we give your money back, but also compensate your pain. This is the most powerful kind of guarantee – a pain compensation guarantee.
- 30-day money-back guarantee is the industry standard, and you should definitely not offer any less. Try to do better than that.
5. (Social) Proof
- Customer testimonials – people who used your products verify your claims.
- Case studies – before and after customer journeys that show how your product changes lives for the better.
- Research and studies. Duolingo’s validity has been supported by multiple independent studies, creating a more empirical type of proof.
- Third-party reviews – Did a trade magazine or a blog write a glowing review? Tweets, Yelp, etc. also fit in here.
- Social proof by the numbers – If you have thousands of customers, make it a well-known fact. Nobody wants to be the only idiot using your service. If you have thousands of people/companies using your service, it can’t be all that bad!
6. Product Previews/Trials
- Make your business look real
- Real-time support / live chat
- Trust symbols
- Product guarantees
- Social proof
- Trials / Try before you buy