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10 ways multichannel companies can build trust with customers

Jennifer Lonoff Schiff | July 8, 2016
Experts in ecommerce, security, marketing and customer service discuss the best ways to foster trust with your consumers – and build a loyal customer base.

build trust

One of the cornerstones of a successful business, especially a multichannel or online business, is trust. If consumers don’t trust you, they won’t buy from you or do business with you. So what can you do to show you are trustworthy, and make visitors comfortable shopping on your ecommerce? Here are 10 suggestions.

1. Use SSL encryption and post trust certificates/logos. “Privacy and security continue to be major concerns for online customers,” says Doug Beattie, vice president, GlobalSign. “Customers trust and will remain loyal to providers who can safely protect their identities, transactions and data.”

And one way to protect consumers shopping on your site is through encryption.

“Encryption is more important than ever and not just for login or payment screens, but for the entire length of a user’s website visit,” he says. “The good news is integrating SSL/TLS solutions into your services is now easier than ever and can instantly differentiate your offering. An added bonus is that secure HTTPS websites receive better search ranking results, which will also help build customer awareness.”

“While utilizing SSL certificates during the checkout process is fine, go above and beyond [and] utilize SSL for your entire website,” says Bart Mroz, cofounder & CEO, SUMO Heavy, a digital strategy firm. “This will demonstrate to your visitors that you take their entire online shopping experience seriously when it comes to security, which then helps them trust – and therefore shop – your brand.”

Another way “multichannel businesses can reinforce security and build trust online [is] by displaying logos of third-party authentication services on their homepages and providing information on how customer data may or may not be used,” says Mark Bergner, director of product strategy, Worldpay US. “More than 50 percent of shoppers report that seeing data usage information would encourage them to create an account. Presenting this security information in the early stages of the buying process can help brands further drive loyalty.”

“It’s no surprise that trust seals like the VeriSign trust seal can instill a sense of trust in your website visitors,” says Paige Weiners, corporate marketing specialist, Blue Fountain Media. “Adding this seal can make a truly significant difference—especially if placed on a landing page where users have to submit personal information, such as an email address or phone number.”

Similarly, if your company has received any awards, showcase them. Awards “serve as a trust factor for users and show that the achievements your brand has made are above average in your respective industry,” she says. They can also help with conversion.

2. Have a professional looking ecommerce or website. “The site design is the most crucial element in building trust,” says Rathna Sharad, founder, Runway2Street, an ecommerce platform for emerging luxury brands. “It needs to look professional and secure so there is no hesitation [to shop] on the part of customers. This is especially true for an international site with high end items.”


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