User Reviews: Why Customers’ Trust Is So Important In eCommerce
These are often small details that determine where customers decide to shop. The decisive factor of whether customers make a purchase or not can be anything from missing content or privacy concerns to slow websites and tedious payment methods. But above all, it is trust.
To do well in eCommerce you have to create an attractive, comfortable and trustworthy shopping experience for your customers. Online shopping itself is quite abstract because customers have no chance to physically interact with and evaluate products, which makes thinking about how the customer perceives the online store’s credibility crucial.
1. The business is moral
Customers want to know that the online store they’re shopping in complies with the law and cares about its customers. To a large extent, this means that the company recognizes its social responsibility and integrates social and environmental considerations into its business model on a voluntary basis and regardless of legal requirements.
2. The products meet expectations
Users expect that products or services they shop meet the standards declared by the shop. They want to be assured that the choice they’re making guarantees the quality they’re looking for. It also means that access to nuanced and objective information is expected, with more and more inclination towards user reviews from verified shoppers.
3. The information is correct
When users trust the information available on your website, it is much less probable that they will choose to shop elsewhere. Correct and up-to-date information is especially important for purchases of more expensive goods. Potential customers often check several sources before they make a bigger purchase, and are more likely to shop in your online store if you have multiple sources available on the product page.
4. The company protects its customers
From the customers’ perspective, it is important to know that the company one shops with takes precautions and has proper privacy guidelines. They want to know that their private information such as credit card details and address is kept secret and secure.
5. Complex concepts have simple explanations
In today’s digital world ‘Terms and Conditions’ is a well-known concept but what it entails is often unclear. As a customer, one has to tick a checkbox saying that they accept the company’s terms over and over again. Consumers are generally comfortable not knowing exactly why different information is collected by a company, as long as they can be sure that the information is being used for relevant purposes, such as developing a better product or service.
6. It works as it should
If a consumer chooses to carry out a purchasing process, answer the questions and go through several different steps, they want to be sure that the shop’s intentions behind this process are in line with theirs. They want to know that, as a rule, purchases in your webshop go as they should – and it’s not enough that you give them your word. Before they actually experience shopping in your online store, they have no idea what to expect, which is why the user-generated content on your product page is often crucial.
E-commerce of the future – how important is trust?
It has taken time for Norwegian customers to get into the habit of shopping online, but in recent years Norwegians have really gotten a taste for online shopping.
Nevertheless, many online shops continue to fail due to incomplete or misleading content on their website. Finding ways to demonstrate credibility in eCommerce has became more important than ever, and its importance will only increase in the years to come. Our experience is that customers are no longer just concerned with prices, but also want to shop in online stores that appear credible.
Good relations with customers start with winning their trust, and the content of your product page has never been more important for this exact reason. User reviews are a simple and effective way to show faith in your customers – and once your company does it, you will get their trust in return!
The future online shoppers will expect to find up-to-date customer reviews on your product pages. User reviews contribute to a more comprehensive impression of a product’s user-friendliness and credibility. With user reviews, you invite your customers to validate the quality of your claims and give potential customers the third-person verification they are so keen to receive. Along with proper product descriptions, customer reviews increase your online shop’s credibility.
User reviews from Lipscore are 100% genuine, written by real customers, non-edited, and signed with customers’ full name. That’s what we call credibility.
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