Credibility: Why Your Site Needs It, and How To Get It
Why should anyone buy from your website? Despite the acceptance of Internet shopping on a larger scale, many people are still squeamish about buying things from websites they never heard of before. They might be nervous about the security of their credit card number, or the misuse of their personal information, or that the product won't be delivered, or when it is it will not meet their expectations. There are hundreds of reasons for someone to NOT buy something from your website. If you sell products or services that are similar to many other sites, your problem is even worse. At least if your the only person on the Internet selling monogramed crochet dog slippers, there is more chance someone who really wants them will buy; but even then, it doesn't hurt to make your prospects feel comfortable. How? Your site should not look like it's run by one of those guys that sells watches on the street corner in Big City. Your site needs a good dose of credibility. Here's how to get it---
** Get Your Own Domain Name
Obtaining your own domain name, such as LisasKnickKnack.com, is more important than most people think. It's hard to convince someone that you are stable and serious about your business when your URL is www.angelfire.com/users/~joeyp. The only exception to this rule might be the case for stores.yahoo.com. It is relatively cheap to get a domain name form one of the many registrars like Register.com. I find it is cheaper to buy it for 3 or more years; if your business doesn't work out, you can always auction off the domain on eBay and get your money back, so just go for it. These seem to have some inherent reassurance at least to the Yahoo! community.
**Reduce Customer Risk
People want to be safe and secure. All websites that accept payments or any user information should have BOTH a Privacy Policy and a Security Statement on their website. Look at a couple of the big sites policies--like Paypal--and see what is in their statement. If you use SSL (and you should) to encrypt credit card data, then mention it. You should also never sell your customer's information (unless you don't want them to come back), and make sure you tell them their info is safe. Also, look into getting a secure site certificate from Verisign--they are $295. Another very important factor is the 100% Satisfaction Guarantee. You can see an example logo at the bottom of page http://www.profitmonkey.com/catalog.html, and then read about the no risk return policy at http://www.profitmonkey.com/about.html page. These are a must have for just about every site.
**Reachability
One of the first things many people do right before they purchase--myself included--is to check to see if there is a way to contact the website owner if there is a problem, or if they need to make an inquiry. (Examples: Where's my order? Can I get that in green?) The more ways to get in touch with you, the more comfortable they will feel. Also, this adds to the overall impression of stability, like having a domain name. At a minimum you should supply an email address, and it adds a lot of bonus points if you have a mailing address. Cyberspace is very abstract ("somewhere out there"), but Paducha, Kentucky can be found on the map.
**Face, Name, & Credentials
First of all, putting up a face and a name on your website really helps people feel comfortable (even if you use that great picture from 12 years ago--wink,wink). Also, If you have any special credentials that are related to your web site products/services, it will help if you mention them. If you sell dog-grooming services and have three prize winning Dobermans, mention it. If you sell consulting services and have an MBA, then mention it. If you run 7 newsletters, and 3 websites for a total of 9 years Internet experience, spin it up, and use it.
**Evidence of Stability
If you have been in business for some time (say more than 2 years) mention it on your front page: "Serving you since 1999!" Also, you must accept credit cards online if you sell anything. This is not only for matters of convenience for your visitors, it shows that another entity (the financial institution that allowed you to accept credit cards) has checked you out to some extent. Another factor here are organizational memberships, whether they are related to your website theme or product (e.g., ), or consumer organizations like BBBonline.org and Truste.org. Another big plus in the stability area is referrals and testimonials. Put testimonials where everyoine will notice them. If people see that others have purchased and liked what you sell, then it must be good! Also, having an affiliate program shows evidence of stability as well. I guarantee that if you incorporate these tips into your site now, you will see at least some increase in your conversion rate (visitors to buyers), assuming you have the traffic in the first place.
About the Author
Michael Martone is the webmaster at ProfitMonkey.com and is also the editor of the free newsletter Ebiz Edge. Additional articles on eBusiness and a Free welcome basket are available at http://www.profitmonkey.com/newsletter.html