There are many elements to building trust into an online shopping experience, and more in the checkout than anywhere else in the customers journey.
Poor site performance, unreliable navigation and sites littered with errors are all going to erode trust from the outset. During checkout customers need reassurance that their purchases will actually be delivered and that their credit card details are safe.
Cause and Effect
While shopping online, suspicion and distrust of a site, and consequently a brand, can arise out of the smallest uncertainty or poorly thought-out interaction, and many consumers will abandon a site rather than continue a transaction with a company they no longer trust. According to research, nearly half of consumers have terminated an order or abandoned their shopping cart due to fears about online security and 76% claim that identity theft is a “major” concern for them.
Reassuring the Customer
Reassurance to the customer throughout the checkout process starts with reliable site performance, and clear navigation and messaging. This should include prominent evidence of where the customer is in the checkout process, what?s in their basket and what information they have entered so far.
- 1. Terms and conditions and pricing should be clear
- 2. No nasty surprises arising from hidden costs or well-concealed “small print?.
- 3. When customer enters the checkout they must be directed onto a secure server
Trust and Shopping Online
Customers are becoming increasingly vigilant for signs of security while shopping online, such as:
- https:// in the address bar
- The padlock icon.
- Logos from 3rd party verification services.
Company contact details (full postal address, phone number and email) and sales support should feature prominently on the page. This is particularly important for customers making complex or high-value purchases, where live sales support (live chat, call back, customer services helpline) can also be used to provide added reassurance.
In a survey by Verisign35, 93% of respondents said they would stop transacting on a site that is not secure. All online retailers capturing any kind of personal information (such as name, address, email address, telephone number) in the UK must register under the Data Protection Act 199836, stating what they intend doing with the data, ensuring the security of all information held and allowing data subjects access to their data, with an option to delete it on request.
In the US the privacy and security of personal information is covered by a variety of sector- and state-specific legislation, although there is no all-encompassing law regulating the acquisition, storage, or use of personal data.
Implementing and maintaining Information Security Management Systems (ISMS) certified to international standards can ensure compliance with the Data Protection Act in the UK and legal standards for information security management in the US.