As ecommerce owners see big opportunities to expand international, recent findings in the Global Survey in Internet Security and Trust found that online consumers are more likely to purchase products made locally compared to imported. While this finding may not be totally surprising it does highlight the importance of a localised look and feel to online shopping right from when customers visit your web store to receiving the item at their door. The entire online shopping experience must be localised as much as possible.
Savvy ecommerce owners understand the importance of shouting about goods made locally. So words like “Made in the UK” can have a big impact on if customers hit that all important “Add to Basket” button or not. Now you may think does this really make a big difference? Well results from the survey found that where the product is made affected 82% of global respondents whether they buy it or not. That’s a big share. Shoppers are keen to support local suppliers, good causes and fair employee work environments. So not only will customers look for social proof with reviews or best prices, but where was the product made. 55% preferred to buy products made local.
So How Can You Improve Your Trust Score?
Don’t forget the small stuff.
Not to sound like a broken record but customers want ease, simplicity and fast checkouts. As the death of ‘bricks and mortar’ stores continues to ravage itself through both the greats and small stores, one thing is for sure, customers love shopping online and this ecommerce phenomenon is only set to grow.
But we need to focus on the basics of giving customers what they want – convenience, speed, simplicity and authenticity. Customers want to purchase items from brands they trust and know with clear pricing, secure payment and easy returns. Simple really.
You need an easy way for customers to contact you about queries, clear and full product descriptions, fast delivery, and importantly easy returns process particularly for international orders. With these comes trust built in and so where the product is made may no longer be as important.
Get serious about internet privacy and security.
With big brands falling to the knees of cyber attacks featured in the media so often, customers think more about their privacy. Is my information safe? Customers want to be reassured that their private data will not be misused or stolen by cyber criminals. It’s so bad that some 22% of respondents distrust online shopping entirely and never do it. In some regions customers believe that any offers to buy online are from criminals. So clearly we need to reassure customers that they are safe, supported and loved when they shop at our store. But we still have quite a lot more work to break down those negative perceptions.
So SSL certificates, lock signs, trust signs, guarantees are all very important in showing trust. Customers can deal with maybe one security breach. After that, if it happens again, customers start to walk.
Some brands go to great lengths to deliver goods to customers with a local look and feel. This is great for customers as items are delivered by their local postal service with packaging the customer is used too and services such as evening delivery, nominated day delivery options makes shopping more convenient and flexible. Using a local fulfillment service will certainly score your brand trust points.
So customers love online shopping but we need to care about our “Trust” score and keeping improving it. As the global opportunity for ecommerce grows year on year, finding ways to localise the shopping experience will give you a competitive edge. Focusing on the small stuff, securing personal information and providing localised services are just some of the strategies to put in place to win and build a global customer base.
How are you improving your trust score? What strategies have you put into place? Tell us below.