Top tips on building online trust

Building online trust is vital if you want to attract and retain customers. With stories of security breaches and fraud, your customers need to feel confident that they are dealing with a reputable company and a secure and reliable website.

Here are some tips on how to build online trust:

1. Ensure the website is user friendly

The right first impression of your site can mean the difference between customers doing business with you or going to a competitor. Make sure the design and navigation is clear and simple so that users can access the information they need quickly and easily. If a customer cannot complete the task they came to do, they are unlikely to come back again. 

2. Make your customer feel secure

Many people are still concerned about security when buying products and services over the internet so it’s important to make your customers feel confident that they are in a safe environment. When accepting payments, use technology such as secure socket layers (SSL), which will automatically display the ’lock’ symbol at the bottom of the browser screen to show customers that they are in a secure area of the site. You could also join an approved scheme such as Which! or WebTrader, which shows customers you’ve passed minimum security requirements.

3. Confirm all transactions

If you provide transactions through your website always provide immediate confirmation of the purchase by email, and give them a reference number that they can use if they need to contact you. This tells customers that their purchase was successful and reassures them that it is being processed. Some e-commerce sites also allow customers to view the status of their order (i.e. whether it’s been dispatched yet).

4. Have a privacy policy

Most websites have some means of collecting information about customers, whether this is through online forms or cookies. If you do intend to use this information, make sure you state this clearly and explain why you are collecting it (e.g. to improve your service), how it is collected (e.g. cookies) and what you will do with it once you have it (e.g. will you share the information with a third party?). 

5. Let them know who you are

Include an “About Us’ section, outlining who you are, what your company does and the names of key staff within the firm and their contact details. Testimonials and case studies can also be used to show new customers that you are a trusted and reliable company. If you accept online payments, then you are legally obliged to include certain information, such as your company registration number and pricing structure, under the E-commerce Directive. 

6. Be accessible

Make it easy for customers to contact you. Include your telephone, fax, email and postal details on your website and provide a way for users to send feedback to you – through an online form or email. Attempt to respond to queries within 24 hours, even if it is just to say that you have received their comments and will reply shortly. 

7. Avoid mistakes in your content

Make sure your content is clear, well written and jargon free. Always check for spelling mistakes and typing errors and update your content regularly – especially any time sensitive information. Silly mistakes suggest an unprofessional approach, which users could then naturally assume about your company. Meanwhile, broken links and missing images can be extremely annoying and off putting to users.

8. Always allow opt-in

If you want customers to subscribe to a service – such as an e-newsletter – then legally you must follow an opt-in policy. This means providing a box for users to tick if they want to receive any other information or services from you. Following a ‘double opt-in’ process is even better, where an email is sent to users who have to reply to confirm their subscription.

9. Stick to your promises

If you promise to respond to an enquiry within 24 hours, make sure you do. If you claim customers can perform a task online, make sure they can. The old adage “under promise and over deliver” rings true here – customers will be impressed if you surpass their expectations and are more likely to trust you, as well as recommend you to others.

10. Deal with errors efficiently

Have procedures in place for dealing with potential problems your customers may experience when using your site. For example, if a customer encounters a technical error and finds their order and payment has been taken twice, then promptly apologise and refund the money immediately. A goodwill gesture would be to offer free delivery, so that the error turns into a positive experience.

This factsheet can be downloaded from the Business Link for London site at http://www.businesslink4london.com/advice/resources.cfm?typeID=15&tax1=11&tax2=0&resourceID=712 where there are links to related factsheets.