EcommerceWiki Week 2019 - Amsterdam

How to build trust - Ecommerce Foundation

by Jorij Abraham

Jorij Abraham will discuss the different methods of building trust in a global online world. You can build trust in different ways, from the basics of SSL, offering the right payment methods and contact forms, to trust seals and consumer review systems to making it part of your entire company culture. Jorij will discuss the different methods and also zoom in on challenges like how to handle negative reviews and social media bashing based on his experience with Scamadviser.com, a website with more than 2.5 million unique visitors a month where consumers check if a website is reliable or not.

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About the Speaker

Jorij Abraham

Multichannel, eCommerce generalist with 15 years+ experience, focused on integrating marketing, business processes and information technology to build online turnover. 

Interview

Ecommerce Foundation (EF): What are the top 3 ways to increase consumer trust in your web shop? 

Jorij Abraham (JA):

1-Utilize a third-party trustmark

One way to increase the trust that consumers have when purchasing online are trustmarks. Trustmarks are great for small/medium-sized online shops as well as for those expecting new shoppers. The types of trustmarks vary and can be specialised around security, compliance with national regulations or demonstrate your brand’s green credentials

The key is to understand your consumer base and target the type of product that will resonate with them.

2 - Provide payment options that consumers trust and recognize

Your consumer has looked through your online store, picked their product and is now confronted with that make-or-break moment… checkout.

Here is the last place you want to disappoint your customer or make them wary of your store. In order to make sure they finish their purchase, and avoid them abandoning their cart, you have to offer a localized experiencelocal currencies, local payment methods, suitable delivery methods and compliance with all the local terms and conditions

3 - Product descriptions and images: details matter

One distinct disadvantage of the online shopping experience is the lack of touch. Whether it’s that new pair of leather shoes, or a t-shirt, not being able to feel a product means that a potential consumer needs to be assured of what they are getting in a different way.  Therefore it’s crucial to offer very detailed product description, a clean and clear way to inform potential customers not only on the product chosen, but also the different variations available as well as a size guide based on their geographical location. Using product imagery on a model can help a potential consumer understand how it can look in real-world situations and help them chasing your webshop among others. 

EF: Where does the consumer trust journey begin? 

JA: Consumers often put price and convenience at the top of their wish list when it comes to online shopping. But this is based on a foundation of trust in the website. Whilst ‘security certification’, SSL and HTTPS might not be the most commonly known features of a website, they are a crucial part of the trust puzzle for customers.

EF: How important are they?

JA: Two words: Google Ranking. If you thought security wasn’t a crucial part of your online store’s strategy, Google (and your organic searches) is here to change your mind. Their HTTPS Everywhere scheme means that the websites that have HTTPS on by default gain a small, but fundamental advance on Google rankings. 

Practical Info

Date
07/18/2019 10:30 (Europe/Amsterdam)
Duration
1 hour
Location
Security & Trust