Seven ways to build customer trust

Cart abandonment remains a significant cause of stress for just about every online business — from the smallest storefront to the largest mega-retailer. Nowadays, abandonment rates can be as high as 70%1, and that number jumps to more than 80% for shoppers browsing on mobile devices.2

So why do shoppers fail to complete transactions? Sometimes it boils down to trust. In fact, a lack of trust in a site and its ability to securely handle credit card and other sensitive information accounts for nearly 20% of all checkout abandonment.1

The good news is there are several steps you can take to gain customers’ trust:

  • Ensure that your product or service is valuable
  • Be transparent
  • Be contactable
  • Provide excellent customer service
  • Share reviews to build social proof
  • Share testimonials
  • Provide a seamless customer experience
  1. Ensure that your product or service is valuable

    By understanding your customers’ values and tailoring your product or service to meet their needs, you can help build trust and loyalty. After all, the better your product or service, the happier your customer will be.

    Not sure where to start? First gather insights into your customers’ needs, preferences, and pain points to better tailor your business solutions to address them. You can also consider how your product or service fits into their lives and what benefits it offers them.

    Keep in mind that customers' expectations are constantly evolving, so it's important to stay up-to-date on their needs and preferences. By listening to feedback, gathering data, and continually improving, you can build a strong foundation of trust and set your business up for long-term success.

  2. Be transparent

    Transparency is another key to building trust. When you provide as much detail as possible about your products and services, you show you’re confident in the quality of what you offer. This can also help you stand out in a crowded marketplace and differentiate your brand from competitors.

    For example, a sustainable fashion brand may demonstrate transparency by offering behind-the-scenes photos and videos of how their products are made.

  3. Be contactable

    Nothing is more frustrating than being unable to reach a business — so don’t make your customers struggle to get in touch. You can start by offering contact information, such as:

    • Phone number
    • Email
    • Social media buttons
    • Live chat

    When you provide multiple ways for customers to reach you, you make it more convenient for them to ask questions, make inquiries, or provide feedback. This can lead to increased customer satisfaction, a seamless customer experience, and boosted trust and loyalty.

  4. Provide excellent customer service

    When a shopper reaches out to a business with a question, request, or complaint, they are often looking for a quick and helpful response. Providing simple, reliable customer service can directly impact customers’ views on your business — and may even turn a negative situation into a positive one.

    Customers may be more likely to do business with a company they trust and usually are more forgiving of mistakes when they feel that the company is working to resolve the issue.

  5. Share reviews to build social proof

    Showing reviews for your products or services, as well as for your company overall, is important for improving buyer confidence.

    When people consider buying from a new business, they want to know that others have had positive experiences before they commit.

  6. Share testimonials

    If your company has worked with reputable clients or completed a collaboration you’re proud of, showcase it to your customers. You can do this by:

    • Showcasing company logos on your site where you’ve been featured. For instance, if your product was named in an article, you may feature the publication logo with a link to the story
    • Highlighting quotes from previous customers boldly on your homepage
    • Creating videos where clients rave about your product or service
    • Developing case studies that demonstrate how you’ve helped your customers

    By highlighting your reputable clients, positive reviews, and notable achievements, you can help set your business apart from competitors and attract more customers to your brand.

  7. Provide a seamless customer experience

    No shopper wants to struggle to find an item or complete their purchase. That’s why a smooth, hassle-free customer journey is important.

    Reducing friction may also help improve trust in your brand. If customers can find what they need when they need it, the positive experience can improve customer satisfaction and loyalty.

Build trust with your customers

In today's competitive digital world, consumers have access to more products and services than ever — so customer trust is critical.

Discover more strategies for building trust as an ecommerce business.

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