How Not To Lose The Client’s Trust In 15 seconds or Three Principles of Evil

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Some people claim that gaining the trust of potential customers is a long process. That’s for sure but it’s worth it because once you win confidence you are getting your loyal customers. However, this trust may never be gained. Why? The client’s trust may be lost from the start: when he visits your e-store for the first time. You have only 15 seconds to grab his attention.

You may wonder “How can it be possible? So many efforts have been made to launch this e-store. It should awaken confidence once you see it!”. Well…Сustomers are suspicious about everything they see. Recollect yourself when shopping on some e-store for the first time. That’s it!

Interested to find out what’s on your client’s mind? Let’s see what shapes his attitude to your eCommerce store from the very beginning.

Emotional aspect or “Do You See What I See” principle


Remember the saying “You can’t judge a book by its cover”? But we do. Our first judgment usually tells us what to do next “to buy or not to buy”, “to be or not to be someone’s client”. It’s not a joke because you don’t want your client to have a wrong impression of your web store, right?

Convey the image of your business through the quality design. Show the customers each angle of your product. Let them see all advantages of it, spin it and evaluate it. Make sure that the resolution of images is appropriate.

So, what about the content of your website? It should give enough information about your product and your brand. It should unobtrusively encourage your customers to shop. Making the customers feel your personal approach will serve as an icing on the cake.

Take them backstage. Tell the reason why you decided to start an e-store and why it’s worthwhile to purchase your product. Show that your product will solve their problems and make their lives better.

If you place the photos of your office and colleagues on the website, the client will trust you even more.

Social aspect or “Show me the evidence” principle


Let’s imagine the situation that it was not the client’s friend who recommended your web store. A customer might be looking for something to rely on. Suppose your potential client already likes what he sees.

Now you need to show the user that other people relied on your company and you haven’t let them down. You can demonstrate it with the help of video reviews on your web store or in social networks. If things go well with this customer, you may ask him to submit a review as well.

The more authentic reviews you have, the more chances you have to attract more loyal customers. That means that having bad reviews isn’t so awful as it may seem and that all of them should be deleted. Sometimes such reviews bring more benefit if the response is right. This should be a must-have point in your strategy. By the way, don’t forget to reward your clients for submitting reviews. Grateful clients may bring you more customers.

Communication aspect or “I’m here for you” principle


Show your clients the physical address of your company and add an online support/callback function. Surely, that’s not enough. You or your manager should be ready to help and answer the questions in time.

One more important thing in this aspect is the guarantee. Sometimes it happens that the item is broken or the size is wrong. Providing a guarantee is critically important if you care about the trust of your customer and the reputation of your brand.

Our love of certain brands starts from the very first purchase. Once you have won your clients’ confidence, try to justify it on a regular basis providing the best customer service and your business will grow.

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Katherine Zhivanova

Katherine Zhivanova

 

Katherine is a Creative Copywriter at MavenEcommerce. She enjoys creating contagious content which may elicit response in anyone who reads it.