1. Telephone number on every page

One of the first things I look out for on a website before I make a purchase is a telephone number. Whenever I find one I immediately feel more assured. Even though this doesn’t mean the merchant is credible it allows me to phone him before I make the purchase and make sure I can reach him should anything go wrong.  A physical address on the website, not necessarily on every page, just reinforces trust with a clients.

2. Always have a clear return policy

Clients like me will always look out for this to ensure I can return my purchase if the product turns out to not live up to my expectations, or in the situation where the product is damaged when it arrives. A good return policy helps clients trust your website as this is something merchants they already trust offer.

3. Professionally designed website

Now this is extremely important for me. If a website doesn’t keep up with the current quality of websites today, I’m very wary of making a purchase from them. You need to make sure your website wasn’t last updated in the 1990’s because then I’m not going to buy anything from you. You need to make sure that you keep your site on track. People can see immediately if your site is not professional. They judge your site within the first 3 seconds of opening it just like they judge other people. So make sure you don’t fail this test.

4. Encourage clients to review your products

By offering your clients a discount on their next purchase or something similar you could have them write reviews for your products. Now you do run the risk of getting negative reviews but these are a necessary evil. They will ensure clients that will be put off by certain factors don’t make purchases and return the products causing you endless headaches. These reviews will also show clients that you are reputable and that other customers have made purchases from you.

5. Offer purchase without creating accounts

Now we all want to leverage the clients that we have already obtained but you will find that forcing them to sign up for an account discourages people from buying from you. Ensure you have the option to buy without creating an account.

6. Offer multiple payment option

If you allow your customers to complete their transaction with a payment provider of their choice you immediately earn trust. This is because most payment gateways like PayPal protect people who complete online purchases using them. It also means that they don’t have to divulge their payment details to you and they can rather use a third party that they already trust with their banking details.

7. Register with safe shopping organisations

Make sure your shop is rated by an external company as a safe shop. In the UK there are sites like www.shopsafe.co.uk where you can register your website. They will then test your website and offer you a certification that you can use to prove to your clients that you have been rated as safe by a third party. They will also list you on their site as a safe shop, which will give you a bit of exposure.

8. Always have a SSL certificate where ever personal details are exchange

Your client are getting smarter online. They are going to look out for a SSL certificate as the first sign to ensure your site is safe to use. Make sure that all the pages where you ask for any personal information be it email addresses, credit card details or anything else are all covered by an SSL certificate that clearly states your companies name and details.

Now these tips on their own won’t make users buy from you but they will definitely help to minimise the entrance barriers for them to make an online purchase from you. Good Luck and feel free to ask questions below.