The internet (especially one who does not know your e-commerce site) needs to be reassured, to feel supported and to see that the project will proceed smoothly. If your online store it inspires confidence, it will tend to order from you rather than your competitor.
We must therefore think of the stages preceding the payment process: the user must trust you entirely. Remember to specify all the information that can reassure your customer once the order is confirmed. You will find in this article is a list of drivers that are essential in the act of purchase.
Why set up reinsurance elements on your site?
When an online store still has no reputation, one of his goals is to reassure users about the seriousness of services and products offered.
This is where the reinsurance elements involved: they are indispensable because they invite the user to trust, so to pass more easily control. In fact, the conversion increases the abandonment of the basket and the bounce rate decrease.
What are the elements reinsurance showcases
Certain reinsurance elements must then be visible on all pages of the site (keep in mind that the user can get from any page). Those that bring added value to your store (specific know-how, a date of old business creation, delivery charges available ...) and that allows the site to stand out from the competition should preferably appear in the header (top).
An overview of the essential elements of reinsurance (not exhaustive):
Phone Number: This element is practically unavoidable. The phone number must be clearly visible on all pages of the site. Indeed, many users who want more information about a product or service. The impatient prefer phone number rather than the form. In addition, having someone on the phone is reassuring; do not forget to treat your home phone!
Online Chat: To allow your users to contact you quickly, especially in an emergency, you might consider including on your site an online chat. This feature also allows you to make pre-sale consulting instantly. You can easily convert a visitor (or curious) client! But be careful, you must ensure you have the internal human resources needed to respond quickly to users.
Trust Symbols: Quality labels, guarantees, delivery, order tracking, customer service, refund procedures ... It is time to highlight all the elements that might distinguish you from your competition: secure payment, delivery service ( quick and free) shipping costs (available or not), exchanges and returns (simple and / or free), "Money", "payment 3x toll" ..
Transparency vs-a-vs Internet Users: It is strongly
recommended to give some information to help your visitors to clearly identify
your company. You must include information on company name, office address,
telephone number and fax and an email address. All this information can directly
appear in the footer of the site, or on a specific page called
"About" or "Who are we? “ Do not hesitate to go further by
talking in more detail to your business, your company's history, members of the
team ... Pages Terms and legal notices are for their part required.
Customer Reviews: There are various services that collect and verify customer reviews. It would be appropriate to incorporate them in your site. Indeed, a visitor will find it easier to buy on an evaluated and recommended by other client’s site.
Social Networks: Social media, mainly Facebook and Twitter, allow achieving a genuine customer service and reliability are an item. It is therefore essential to create a professional Facebook page and / or Twitter account, replenished regularly. A constant presence on social networks, you can also increase your reputation and your brand. Furthermore, a user who does not yet know your site will quickly trust it if it notices that the shop has many fans and followers on social networks.
Note: since 6 January 1978, amended in 2004, the "Freedom of Information Act" regulates the use of personal data of internet users. Do not hesitate to commit to protecting the privacy of your visitors to reassure and encourage them to confide their data safely.
All these elements must be designed from the creation of the site. Ideally, reinsurance elements must be omnipresent on the site to accompany the visitor on arrival at the site until the confirmation of the transaction.
How to highlight the elements that differentiate me from my competitors?
These elements must appear on all pages of the site, as
users can enter your site from any page: it is necessary that the reinsurance
information is immediately accessible.
The header is usually the most appropriate place to highlight
these elements, but they can also be placed in the footer or in a sidebar on
the side, visible on all pages of the site.
More concretely, you can set up an insert entitled "Why
trust us?”Visible on all pages of the site, which would describe in brief succinct reason to trust you and work with you (taking confidence symbols
mentioned above)? These ideas can be supported by logos / visuals likely to
attract the attention of Internet users.
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