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Trust is a key usability issue when it comes to running a successful online business. Most people automatically view web businesses with a bias against them compared to their brick and mortar counterparts. Your ability to convince your visitors that yours is a trustworthy business is one of the key components to getting visitors to convert into customers.
Creating a website that conveys trust can be tricky. There are rarely any answers that are always “right” for every visitor. There are, however, several factors that have universal appeal to the weary shopper.
Company info
Provide your visitors information about your company and its primary owners and operators. Treat your shoppers with a company history and links to frequently asked questions, policies and physical location. The more information you provide the better satisfied any concerned shopper will tend to be.
Prompt responses
Shoppers want to know that they can rely on a company to meet their needs and concerns quickly once contacted. Be sure to respond promptly and professionally to all customer inquiries. Don’t let email or phone messages go unanswered for more than a couple of hours, especially if requests are urgent.
Feedback options
Create ways for visitors to provide user feedback regarding your products or services and encourage them to do so. Be sure to follow up with feedback and use it to better your services.
Transaction security
Emphasize that online transactions will be handled securely and that privacy is a top priority. Using secure logos and links to privacy policies page is a must.
Offer discounts
Sometimes discounts can be a negative, making you appear desperate. However when implemented properly and professionally, percent-off discounts and coupons can be effective and giving visitors an added desire to move forward.
Delivery options
Be sure to provide low cost and/or varied delivery options. Having more options available allow visitors to select the delivery method they prefer and trust the most, which will then lend additional trust to you.
Brand and product quality
If you sell brand-name products, be sure to emphasis this as your customers will be more likely to purchase a product brand they recognize. If you don’t have brand name products, create a brand and emphasize that. A unknown brand name product is still better than a no-name brand product.
Off-line retailer comparison
Provide your visitors compelling reasons why they should purchase products from you rather than an offline competitor. Highlight free shipping, lower prices, easy access customer support, etc.
Return policy
Adding a no-hassle return policies can clinch a sale. Be sure to have return policy information easily available and spell out exactly what is required to return a product and/or get a refund.
Minimal / clearly distinguishable ads
Don’t clutter up your space with ads. Keep your visitors focused on purchasing your products. If you have ads in informational areas of the site keep them to a minimum and make sure they don’t overpower your own information.
In an anonymous world where customers cannot examine a product or meet with company reps face to face, trust is much harder to come by. Online businesses have many more hurdles than offline businesses when it comes to establishing trust with their customer base. 
This means that as an online business, you have to do more than just create a compelling reason to convince people “why you” rather than a competitor. Establishing trust is the key. Your shoppers need to believe without a doubt that, as a business, you’re not just in it for yourself, but that you care and will take care of the customer. Without having established any sort of trust there really is no sale.
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Stoney deGeyter leads an exceptional crew of web marketers who work overtime to make him look good. He's a prolific writer on all things web marketing and has published a few ebooks, tutorials and tools that help make online marketing (look) easier. He's also a very friendly guy who loves to help others velocitize their web marketing. In his free time Stoney get's involved in community services and ministries, enjoys his friends and loves on his kids. Read Stoney's full bio.
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