Estimated reading time: 5 minutes
People don’t buy from websites based on looks alone.
Or do they?
It’s arguable that pretty graphics and visuals are only part of what attracts conversions. But the presence or absence of trust factors play a vital role in whether a website visitor converts or heads straight to your competitor.
Trust elements add major value to your overall website design and content. They don’t require a huge effort, but can produce huge results in terms of conversions.
Take a look at the top eight trust factors your B2B e-commerce needs to win more sales:
#1 – Include Testimonials
Talk to existing customers to get a testimonial from them to use on your website. Testimonials can give an inside look at how your product is used, the results a real user saw from the product, and provide recommendations for on the fence buyers.
#2 – Include User Reviews from Outside Sources
Testimonials and reviews on your website can be powerful, but remember that any company can cherry-pick statements from their customers. Some companies may even go so far as to fabricate these items or pay for them, both of which are highly unethical.
Still, the influence of reviews is too great to ignore. Studies show that almost 85% of consumers trust reviews as much as recommendations from family or friends.
Sourcing online reviews about your company or products from websites that aren’t your own website can be extremely helpful in building trust. Using APIs and tools that collect your Google reviews, social media reviews, and reviews from other directories like Yelp or Trip Advisor can show how beloved you are by your fans. It proves others have used your products and can attest to your ability to serve them.
And since they’re from third parties and verifiable, your buyers have more incentive to believe them.
#3 – Provide a Free Trial Experience
Letting a customer try your product before they buy it is becoming somewhat of an expectation in some industries. Software trials are the most common, but hardline goods are also major players in the free trial experience.
The key here is to place your product in the customer’s hands, let them see it in action for themselves, and let them get used to using your product. Once they love it, they’ll be reluctant to let it go.
#4 – Offer a Guarantee or Money-Back Offer
If you don’t have a “love it or leave it” policy, you might want to consider adopting one.
Customers love knowing their money won’t be wasted on an inferior product. They want to know that whatever they’re purchasing will be able to fulfill their needs, and if it doesn’t, they aren’t stuck with the cost.
In addition, providing a guarantee or a money back offer shows you’re also confident in what you sell. You’re essentially telling your buyers that you feel you have the best products or services and know they’ll think so, too.
This is an easy way to give your customers a reason to trust you. If a money-back guarantee makes you nervous about fraud or having to issue refunds, consider variations like risk-free guarantees, satisfaction guarantees, a “forever” guarantee, replacement guarantee, or price match offers.
#5 – Make It Easy to Contact You
Websites should prominently display their contact information, including a physical address, phone number, and email address. Customers should know exactly how to contact a company should they have questions, need to return a product, need a refund, experience a billing issue, or any other reason.
The reality is many e-commerce companies lack specific contact details. They made fail to provide one or more critical NAP (name, address, phone number) factors.
Knowing you can get in touch with a company can be key in boosting conversions. The more ways people have of contacting you, the better chance you have of earning their trust.
#6 – Invest in Third-Party Security Services
Trusting that the products they’re purchasing will solve their problems isn’t your buyers’ only concerns. With the sheer volume of security issues on the web, buyers want to know that their personal financial information will be safe. They want to feel confident in sharing their details with you in order to complete the purchase.
Security badges like Trust Pilot or the Better Business Bureau can go a long way in building confidence in a purchase. Customers realize you’ve invested in your business to the point where trust is just as important to you as it is to them.
#7 – Make it Easy to Do Business with You
Complicated checkout processes are one of the top reasons for cart abandonment. Luckily, most businesses have moved away from requiring account creation during the checkout process and now offer options to either create an account or check out as a guest.
But other hurdles in purchasing can signal to buyers that you’re more concerned in satisfying your own interests rather than that of the buyers.
As a general rule, the fewer pages of the checkout process, the more likely your buyer is to complete it. Add a progress bar to show buyers they’re almost finished.
Also, make sure your checkout matches your website’s overall theme. People may start to question whether they’ve left your site if your process doesn’t carry your company’s branding, colors, and overall look and feel.
#8 – Offer Alternate Payment Options
You don’t have to offer every type of payment option available—there are tons of choices!
But it’s a good idea to offer more than one type of payment option to show good faith. Studies cite that lack of payment options is one of the biggest reasons for abandoned carts.
While credit card gateways and PayPal are obvious choices, don’t forget that Apple Pay and Amazon Pay are also widely used options.
Trust Builds Loyal Customers
B2B e-commerce is too competitive to let building trust fall by the wayside. People don’t just buy your products – they buy what they believe you can do for them, be it a product, service, or advice. Without first earning their trust, your relationship with your buyers may suffer.
Which of these trust factors have you put to good use on your website? If you need help implementing any of the following ideas, drop us a line to set up a consultation.