Just about every consumer has at least some reservation about making purchases online, even if they do it all the time. Refresh-It.net created a very interesting infographic that details the top seven reason why people fear ecommerce and it got me to thinking. The only way to make sure that your customer’s fears don’t limit their use of ecommerce is to address those fears directly. Here’s a look at the top seven ecommerce fears and my suggestions on how to address each one:
- Fear of credit card information being stolen. It’s not unusual to hear about an instance of credit card fraud on the nightly news and we all know someone—sometimes multiple people—who’ve had their identities stolen. We’ve witnessed the havoc that one stolen credit card can cause on a person’s life. Address this fear by using a well-known and well-respected payment gateway to capture all payment information. Display the gateway’s security seal and promise on all appropriate pages. Let your customers know if you are PA-DSS or PCI DSS compliant.
- It’s not a real store. We’ve all heard about the phishing scams where thieves set up a website to closely—sometimes imperceptibly—mimic a banking website, credit card company, or retail storefront for the benefit of capturing payment account numbers and the necessary verification data from unwitting shoppers. Address this fear by using clear branding on your site and a brand-specific URL whenever possible. Keep your site security certificates updated and consider an extended validation SSL certificate. Finally, make sure your customer can reach out to a real person to confirm your site is authentic. Keep contact information readily available throughout the checkout process.
- I can’t tell what the product is really like. It’s a fact that people like to touch the things they plan to purchase and this is a tough one for ecommerce. Address this fear by including high-quality images and product details for each product. Video demos of the product in action are great. The way to stop this fear in its tracks? Offer a no-questions-asked return policy, preferably with return shipping paid.
- Not being able to track orders. Once a customer shells out money on an order, they want to be able to track it throughout the fulfillment and shipping processes. Address this fear by sending out automated order confirmation and tracking emails and by offering step-by-step tracking capability on your website.
- Needing help from a sales person. Ecommerce sites run the risk of feeling a bit impersonal as the buying process only involves the customer and their computer. Address this fear and give your shopper buying confidence by making a sales rep available, should they have questions or need a more personalized buying experience. Again, post relevant contact information on your site and on each page of the checkout process.
- If I don’t like it, I’ll be stuck with it. No one wants to get stuck with a dud. Shoppers get waylaid by the fear that if they purchase an item and it’s not what they expected, they’re stuck with the purchase. Address this fear by offering a no-questions-asked return policy, providing the product is resalable.
To learn more about how to make your ecommerce initiative a success, download the white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning and Ecommerce Initiative.