Feeling More Secure

Perhaps the single biggest reason why large corporations continue to grow their business is because they've built an established brand and have a reputation for customer satisfaction. As customers, we're trained to trust no one and question everything—especially when it comes to on-line vendors. The slightest hint of questionable content or behavior can push potential customers away with the assurance that they're unlikely to return. It is vital, therefore, that a website create a connection with the viewer and provide legitimate, factual information on the merchant's products, payment methods, and return policies.

In short, you need to build customer confidence in order to build sales. Here a few tips that will help:

Demonstrate professionalism at every opportunity. The design, structure, and navigation of your site must always be first-rate, and content is king. Put your customers first and make sure you deliver an appealing, professional site that provides great information.

Let your content sell. An excellent opportunity that many websites forego is the ability to pre-sell products. Including third-party feedback (e.g., testimonials), press "clippings," and unbiased product descriptions is a great marketing tactic that prepares visitors to make a purchase before you try to sell them something.

Provide easy-to-locate and reliable contact information. Always provide a physical address, phone number, and e-mail address for customers who need help. Customers should be able to find this information easily, and you should be available as much as possible to field incoming communications. If customers leave a phone message or an e-mail, be sure to respond in a timely manner.

Present your company's information. Enlighten visitors as to what your business does and how you plan to help them to solve their problems once they make a purchase from you. Tell them why they should shop with you instead of your competitors.

Communicate your security policies. Nothing will build customers' confidence in your e-commerce business better than your taking a strong stance against the selling or sharing of e-mail addresses and other personal information. Displaying icons that highlight your secure payment service inspires customers to pay with the confidence that their information will not be intercepted and misused by cybercriminals.

Repeat and referral business is built on relationships, and relationships are built on trust. Visitors who have faith in your services, your products, and your website are more likely to make a purchase with you; and happy customers are sure to provide you with a steady stream of income over the years. By making your customers feel safe and secure, you're well on your way to securing a profitable business for yourself!