E-commerce trust package affects conversion

A good selection of products, aesthetically pleasing photos, an easy shopping process and efficient shipping - it seems like a recipe for a successful online store. Well, not exactly. There are still a few small elements that are of great importance to shoppers. Shoper explains how to build e-commerce customer confidence.

While a measurable indicator of the success of an online store is revenue, a reliable assessment of the effectiveness of an online sales channel comes from conversion. That is, the percentage of store visits that end in a purchase. It is influenced by a number of factors, such as advertising and short purchase paths. In addition to the obvious ones, it is worth mentioning three that build customer confidence in the store, and thus influence their decision to buy.

Research conducted by GlobalSign shows that nine out of ten Internet users are sooner to trust a site that has security certificates. 84 percent of e-commerce customers will abandon a shopping cart if their data is not sent over an encrypted connection. - The issue of security is an important part of creating your own e-shop. Its omission can result in the loss of some customers - those who will not risk shopping in a store without certificates, explains Tomasz Tybon, marketing director at Dreamcommerce S.A., which offers Shoper software. The basic and most popular certificate is SSL (Secure Sockets Layer). It guarantees a secure connection, during which, from the moment a customer enters the site to the moment he or she leaves it, all customer data and transactions are encrypted. An SSL certificate also affects search engine visibility - Google ranks secured sites better. It is also required to set up a store on Facebook.

The credibility of a store is built by its own domain name. You need to take care of a good store address at the very beginning, because a sudden change of domain will result in a loss of customer trust and position in Google. The customer and the search engine will better remember a good, original address. This will come more easily to them if there are no unnecessary words, hyphens, numbers in the store name. The store owner should also think about buying the most popular domains with both .pl and .com endings to eliminate potential actions of competitors. It is also worth remembering that a store set up on a Wordpress or Allegro platform, with an email address different from the domain, does not look professional.

Store regulations are sacrosanct - according to the Law on Providing Services by Electronic Means of July 18, 2002, every owner of an online store is obliged to post regulations for providing services to buyers on the store's website. Today, customers are so aware of their rights that they will not make an online purchase without first checking the rules for returns or complaints. In addition, there are provisions that must be included in the terms and conditions, such as the right to withdraw from a contract concluded at a distance within 14 days.

- The credibility of the seller, the conviction that data and transactions are safe, and, in case of complications with the order, the possibility to return it, are factors that give the customer a sense of security and compensate for the lack of direct contact with the seller, characteristic of stationary shopping. That's why it's worth thinking about the regulations, domain and security certificates already at the time of setting up the store. All the more so because when deciding on a store based on ready-made software, such as Shoper, you can get all these elements directly from the supplier, which is a more convenient and cheaper solution than separately completing the tools of the "trust package," explains Tomasz Tybon of Dreamcommerce.