How Can You Prevent Worry from Sabotaging Sales?

by | Jun 19, 2012

When it comes to your website, it’s easy to forget that your online customers have needs that are very similar to in-store shoppers. Not only do you need to be able to draw customers in, but you need to be able to provide them with a pleasant experience that keeps them happy and eliminates worry. If they ever start to doubt your website, the result will be a lost sale. Fortunately, there are quite a few ways you can prevent this from happening:

Focus on the Experience

The importance of a user-friendly website can’t be emphasized enough. There’s nothing more frustrating to a visitor than not
being able to easily navigate while they research and shop. One way to provide this type of experience is to create a clear
navigation structure. Additions like menu breadcrumbs can ensure that visitors are always able to get to the part of your site
they want to see. Having an easy to use search box is another very useful feature.

Security Matters

One of the most important aspects of online sales is security. Having a checkout method that seems unsecured or unreliable will be a red flag for buyers. Not only do you want to have a secure checkout process, but you need to convey that to prospects by displaying all applicable seals, logos and details.

Additional signals of security are solid guarantees, return policies and contact information. By clearly listing these on your site, it will create a sense of security to the buyer so that they can feel at ease about their purchase. By reminding visitors that they’re dealing with a business that’s run by real people instead of just a website, you can create the type of experience that’s able to close sales.

Don’t Hold Back on Social Proof or Information

You want potential customers to know that they’re not the first person to buy from you. By showing them other happy customers, you can eliminate the small voice in their mind that tells them they may be making a mistake. Whether it’s in the form of text or videos, you can provide this reassurance by including real testimonials from real customers. Another simple way to promote customer feedback is to tie your social media presence to your website through links or widgets.

When it comes to empowering buyers, you want them to feel that they have everything they need to make a smart purchase. In
addition to providing all the details of what they’re buying, it may also be a good idea to include quality images and videos
that really allow them to get a feel for a product.

While many of these changes are fairly small details, if you take the time to make them, you’ll find that the cumulative positive impact on your bottom line can actually be quite significant!