Since the dot-com bubble in the early part of this decade, the Internet has seen a tremendous growth in the number of e-commerce websites. Prior to this, Silicon Valley was filled with Internet start-up companies looking for venture capital and hoping to make ten-fold profits. Many consumers were weary of doing business online and the possibility of having their credit card info or identities stolen. Most of the e-commerce activity was limited to the big players, like Amazon.com and Ebay.com.
A lot has changed in the past 10 years though. In the void left by the many would-be Internet superstars, smaller entrepreneurs have stepped in and taken advantage of new e-commerce platforms to launch small and medium e-commerce websites. Internet security has advanced, leading to increased consumer trust with shopping online.
- SSL Certificates – SSL certificates are a must! Many e-commerce platforms won’t even work without them. Some consumers aren’t familiar with SSL certificates or how to notice when they aren’t working, but many are and this can easily make or break the sale. Not only do SSL certificates help increase e-commerce conversions but they also function as insurance for the website owner by providing added protection from malware and hackers. There are a number of options and providers for SSL certificates including Verisign and Comodo.
- Security Seals/Badges – Security seals and badges can communicate a number of different things, from a simple reminder of a valid SSL certificate to a security audit from a third party.
- Customer Testimonials – Customer testimonials can also go a long way to instilling customer confidence. Word of mouth is still the best marketing and holds true for e-commerce as well. The knowledge that other customers have purchased from a particular website with positive experiences can convey a personal connection and strengthen consumer trust.
- Privacy & Return Policies – Clearly posted privacy and return policies show clear communication and transparency in the transaction and let e-commerce shoppers know exactly what to expect. Customers want to know there won’t be any hidden charges and their personal information won’t be shared with unnecessary parties. Furthermore, search engines look for designated privacy policies and publishing such a policy can enhance your e-commerce SEO.
When it comes down to it, the Internet sales process is not that different from traditional sales. Your marketing may be stellar and drive loads of traffic but with out converting that traffic into customers, all that SEO and PPC has gone to waste. Creating an effective sales funnel and creating confidence is just as important as where you rank in the search engines.
