7. Build trust with your customers
Especially during the Christmas season, consumers are overwhelmed with information. They often look for products they have had no experience with before or with which they are hardly familiar. Few men would call themselves experts in the fields of jewellery, cosmetics and clothing. Nevertheless, in Germany and Austria and most other countries all these product groups are among the top 10 gifts in 2018.
So there is a lot of uncertainty among buyers. It is this uncertainty that you have to eliminate. Collect good ratings from other customers as early as possible. The call-to-action explained above can be helpful here. Let your existing buyers know how important their ratings are to you. You will be amazed at how many people take time to help you.
Respond as quickly as possible, always friendly and with a precise solution to any negative comments.
Add seals of approval if possible. These seals of approval show that your online shop works reliably, meets standards and is trustworthy. No matter whether TrustedShop, EHI, TÜV, SecuredShop or one of the numerous other quality seals – the more, the better. For Austrian companies, the Austrian E-Commerce Trust Mark is a very attractive alternative. It is supported by the Chamber of Commerce, the Chamber of Labour and the Ministry of Economics and enjoys a high level of trust among consumers.
However, one should not underestimate the effort and costs involved in obtaining such a service. For small e-commerce entrepreneurs, current costs are often too high.
For many customers, money-back guarantees offer a maximum security. If you are convinced of your product (which hopefully is the case), you can also increase confidence with a money-back guarantee in case of dissatisfaction. Experience has shown that this guarantee is rarely redeemed, but it increases the trust and thus the number of completed purchases signifcantly.
For customers, a money-back guarantee for orders that are delivered only after Christmas also sounds very attractive. But since not even shipping service providers can give fixed guarantees for it, it probably won’t be possible for you either. Rather, you can give recommendations for certain dates until which customers should have ordered products. But be careful here. Communicate absolutely clearly that these are “only” recommendations, so that there can’t be any misunderstandings. Instead of the money-back guarantee, you can, for example, offer an extended return period to enable customers to make an earlier purchase at the same risk.