Building brand trust has become more important than ever before. Today’s companies handle a great deal of data, much of which is highly personal. With data leaks becoming a regular part of daily life, including Facebook’s recent high-profile flub, it’s become increasingly difficult to create a sense of trust among customers.
Obviously, it’s in every company’s best interest to handle data responsibly. However, instilling a sense of trust in customers is a different matter entirely. Fortunately, there are a number of ways to make customers feel secure when using your website. Let’s take a look.
Benchmark Your Site
First impressions can be tough, but they’re vital to establishing a sense of trust between you and your customers. One of the best ways to build brand trust is to ensure your website appears reputable. Just like you might not feel safe eating in a poorly maintained restaurant, customers are unlikely to trust your site if it looks like an unintentional 90s throwback.
To make sure you’re keeping up to date, try comparing your site directly to competitors’. If your site falls short, it’s probably time to update your design.
Maintain a Positive Social Media Presence
Social media has become a huge part of the average consumer’s daily life. Keeping a positive presence on at least two platforms helps to humanize your brand and keeps you top of mind.
Don’t worry – you don’t need to be live tweeting all day every day. But if you’re only posting once or twice a month, try to post at least once a week. Your updates don’t need to be hugely profound or topical. Simply share what your brand is up to. Take a few photos of the people who make your company great. Share new arrivals, customer stories, and updates that your customers will find interesting.
If it fits with your brand, you can also utilize elements of humor in your messaging. Funny posts tend to perform well on social media – just be sure the humor never comes at the expense of your customers.
Build Brand Trust Using Social Proof
Social proof is information that enhances your credibility. One of the most popular and effective ways to offer social proof is through individual product reviews. Allowing customers to share their experiences enhances customer confidence in the trustworthiness of your site and products.
If you’re trying to build a catalogue of reviews, consider offering incentives in exchange for reviews. Email remarketing can be hugely effective for this purpose.
Try sending a followup email to customers about a week after their purchase. Thank them for shopping with you, then offer them a small incentive in exchange for leaving a review on the product they ordered. If the customer likes your products and wants to purchase from you again, the incentive will drive satisfied customers to leave a review, while not actively encouraging dissatisfied ones to leave a review.
Respond to Negative Feedback Immediately
Negative customer experiences happen. Packages get lost, orders are mixed up, and truthfully, some people are simply difficult to please. Unfortunately, negative feedback is extremely powerful. In fact, research suggests that it takes 40 positive reviews to successfully counter a single negative one.
On the positive side, you can mitigate negative feedback by responding quickly, courteously, and apologetically. You may even be able to get the customer to take the negative review down if your resolve the conflict to their satisfaction.
For instance, let’s suppose that a customer (Margret) was sent the wrong product and left a one star review.
You could mitigate it by sending something to the effect of…
“Hi Margret, we’re very sorry to hear about your negative experience. We’d like to make it right by offering you a replacement, (shipped free, of course), as well as 50% off your next order with us.”
Although humorous messaging has its place, this is not the time to be cute or silly. Simply apologize, and offer an incentive as a way to compensate them for their negative experience. Appropriately responding to negative feedback protects your online reputation, and keeps annoyed customers from reporting you to third party websites.
Building Brand Trust, Brick by Brick
With ecommerce competition becoming more intense each day, building brand trust can contribute hugely to the success of your business. Take an active approach to managing your reputation, and your company will experience both short and long term rewards.
Looking for More Ways to Increase Your Conversions?
Check out UpSellit’s 27 Attributes of an Effective Email. This in-depth guide covers the ins-and-outs of crafting the perfect remarketing email. It’s a great resource and it’s totally free! Download it today and start writing awesome emails that convert.