customers don't trust you...and how you can fix that

“Customers Don’t Trust You … And How You Can Fix That ”

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Helen Fang – Marketing, VendioAugust 10, 2010

Agenda

Shopping Cart Abandonment Rate

3 Key Questions Your Store Needs to Address

Building a Trustworthy Store

Why Vendio Stores?

Shopping Cart Abandonment

“Shopping cart abandonment rates for USonline retailers have risen over the past 12months, with 60% of US seeing abandonment rates of over 20% this year.”

eTailing Group, 2009

1. Does this website look legitimate?

Design– Logo

• 99designs.com, eLance, Free logo builder – K.I.S.S.– Professional doesn’t have to equal flashy or costly – Usability

• Is it easy to find the product I want to buy (or the product you want me to buy)?

• How many clicks does it take to buy a product? – Browsers and Screen Resolution

• Are key products, features above the fold?• Use Google Analytics

Content– Grammar and Spelling

• Proofread before adding to site• Don’t forget meta tags!

– Product descriptions & reviews• Keep descriptions concise

– Testimonials• Don’t be afraid to ask your customers• Reach out to bloggers and ask for a product review

– Professional photos • Hero image• Istockphoto.com

2. How do I contact you?

About Us – What’s your story? – What is your brand? Mom & pop, corporate?

Contact Us– Add to globally visible places such as the header– Add to every page – Return policy

Social Media – Be sure that the social media account you link is actively

updated

Live Chat Software

3. Is my credit card info safe?

Leverage trusted brands– Credit card logos– 3rd party payment providers – Security seals Better Business Bureau (reputation) TRUSTe (privacy) SSL certificates (security)

Test placement & size

Other ways to build trust

SEO– Ranking well in search engines can lend to credibility

Comparison Shopping Engines– Google Product Search is free!

Links to other reviews/feedback – eBay and Amazon – Bizrate

PCI Compliance– Common standard to protect credit card holders– Ask your shopping cart/hosting company

Building a Trustworthy a Store

Simple design, easy to navigate & search. Text logo lacks

personality & brand identity.

Professional pictures & products above the fold.

Giant block of text is easy to miss. Promo text is hidden between photos.

Add a logo

Hero Image

Broke out text to highlight promo offerGuide buyers to

most desirable items

Social media (make sure they’re active)

More trust seals (make sure they’re legit)

Trust seal

An introduction to Vendio Stores

Vendio Stores built to address two concerns: 1. Getting shoppers to your site2. Converting shoppers into buyers

1. Getting shoppers to your site

Facebook App:Sell from Fan Page

or Profile

SEO Ready

Mobile

Widget

Coupons

2. Converting shoppers into buyers

40+ ProfessionalTemplates

Single page checkout- Branded- Trust seals

Shared SSLCertificate

Highly customizable • WYSIWYG template editor • Upload own template

(HTML, XML, CSS)

See more examples at www.vendio.com/stores

Visit: www.vendio.com/offer

Questions?

Contact: Helen FangHFang@corp.vendio.com

@vendio Facebook.com/vendiostores Vendio.com/vendable