Making Customers Comfortable
Although the internet provides consumers with almost unimaginable new shopping opportunities,
with those opportunities come dangers‹which many shoppers fear. A study by AC Nielsen
revealed the top security concerns of US online shoppers. Are you meeting your customers'
needs in the following ways?
Shoppers are afraid of not receiving the items they purchased or receiving items
that turn out to be different than what your web site described. How are you showing
potential customers that you are trustworthy, and that they can expect to get what
they pay for? Part of this lies in a well designed web site, that shows customers
you're serious about your business. Also, including clear product return policies
and contact information will quell those fears.
Shoppers are afraid of their e-mail addresses being sold. Who can blame them with
all the spam in our e-mail accounts? Does your website clearly state that you will
not sell their e-mail addresses to third parties? You don't have to plaster the
information on your home page, but the information should be easily accessible to
shoppers who care.
Shoppers are afraid that their personal information and credit card information
will be stolen. Is your site secure? Do you have an SSL certificate for your website?
Taking a little bit of extra time to make sure your site is safe for customers will
help you make sales in the long run.
Roxanne Grandis is a Creative Director with BV Software, makers of the award winning BV Commerce Shopping Cart Software and other ecommerce related products. Roxanne has created content for some of the largest online stores including Godiva.com, Carolee.com and Ragu.com.
She holds both a Master of Teaching and Master of Fine Arts in Creative Writing
from NYU.