Increase the Trust of Visitors to the Online Store: Basic Ways

The trust of your website visitors to your online company will boost your business revenues. Luring customers is not easy, and even harder to keep their interest in your products or services. In order not to lose customers, you need to be constantly engaged in improving your reputation, providing offers, and introducing new proposals that can strengthen the site in the leading positions.

What Causes Distrust of Visitors

Today almost every company, regardless of the scale of business, has a website. In the avalanche of competitors it’s hard to stay afloat, and the slightest suspicion causes distrust of customers, disruption of a potential purchase. A person, sensing any catch or discomfort, simply rushes to another, more reliable site with a clear competent interface. The most common problems:

  • Lack of a secure HTTPS connection.
  • Complicated and incomprehensible navigation.
  • Pages are displayed differently or incorrectly on the cell phone and desktop version.
  • The presence of unnecessary information that interferes with viewing.
  • Poor quality content.
  • False information.
  • No direct call to buy.
  • Provision of information on prices only after a request.
  • Incoherent structure of the text content and images.
  • Unreadable fonts.
  • A surplus of advertisements.
  • A large number of distracting elements (gif, animated pictures, bright details, etc.).
  • Inconsistent with the product name of the site.
  • An abundance of discounts.

This is a basic list of problems that are most common on low-rated sites. All of these points need to be addressed and eliminated if there are compromising factors.

The presence of overly praiseworthy reviews, in which fake notes are clearly visible, does not motivate people to trust the online store.

6 Ways to Increase Trust in an Online Store


1. nA Secure Connection

Security is a fundamental factor in choosing where to make money transactions. Trust in your online store will increase with the protection of confidential data. HTTP-protocol and SSL certificate will ensure secure connection. Information is transmitted in an encrypted form with maximum protection from fraud on the web. Customers will recognize these sites by the padlocked image and “http” icon in the link in the address bar. The presence of the pictogram guarantees reliability and secure money transactions.

2. Fast Search of Necessary Information in Full Volume

It’s necessary to provide a set of information which the client receives immediately in the first minutes of his visit. The potential buyer when getting acquainted with the online store clearly sees the answers to his questions:

  • Type of products or services.
  • Brand.
  • Terms of return or exchange of goods.
  • Guarantees.
  • Availability of discounts.
  • Information about shipping and payment.

The basic information depends on the nature of the offerings for certain businesses. It’s possible to make a personal list suitable for a particular business, and fill out the main page, based on the anticipated issues. Also useful for the customer information is placed in blogs, thematic sections and product cards.

It’s good to use instructions on the site in video format. Such accessible and understandable content will facilitate the process of choosing and placing orders, which will lead to an increase in profits.

Besides detailed instructions, online chats with real employees should be used, who will quickly solve the client’s problem and help select the best option.

3. Convenient Navigation and Pleasant Design

Shoppers are used to being welcomed in stores with a great stylish ambiance. They expect the same with online shopping. Understandable, beautiful sites evoke confidence in the online store, a desire to take a look. The pleasant appearance of the store, both offline and online, is associated with good quality and perfect service.

There is no need to try to attract users’ attention with strange combinations of shades, emoji and intrusive animated pictures. There has to be a balance to everything. An abundance of bright images, “screaming” colors will be perceived as cheap advertising, not serious about business. The design should be modern, concise, without outdated details.

Its advisable to use today’s fashionable trends in the design of the site:

  • Minimalist design without complex ornate elements, heavyweight” designs.
  • Duplex (the gamut of colors consists of two primary colors).
  • Gradient images.
  • Textured elements.
  • Light pastel backgrounds on which bright buttons and images stand out in contrast.
  • “Smart design” that anticipates the reactions, expectations, and desires of the audience.

Assessment of users regarding the convenience of the resource is based on the structure of the menu, management, formats and speed of presentation of the necessary information. The composition of these factors is called usability. The full combination of all the criteria on the portal provides comfort on your site and, accordingly, an increase in the percentage of customer confidence.

4. Post-purchase Feedback


Feedback is the area of the site where users go first to make a decision to buy goods or services. It’s about the competent development of feedback that you need to take care of, so as not to scare away potential buyers with its absence or total negativity.

Note: rave reviews reduce confidence in the online store no less than negative ones.

People often leave negative feedback if they aren’t satisfied with the quality of the product, but positive ones are rare. To motivate customers to give you feedback after the transaction, use simple techniques:

  • Encourage the initiative to write reviews with discounts or small gifts.
  • Send out requests for users to share their impressions of the purchase, via messenger and email.
  • Give out prizes for the most detailed product review or custom review.

Involve popular people who write positive opinions about your products on their blogs or social networks. Media personalities are watched, listened to, and want to be like them. Buying products based on their idols’ reviews for many fans is comparable to touching a piece of their favorite characters’ lives.

Negative reviews from real customers are a signal that you need to urgently look for and eliminate defects in the products. Closely monitor the page with product reviews, suppress possible misunderstandings with prompt settlement at the initial stage. If the quality of the product or services performed does not satisfy the customer, try to solve the problem as soon as possible. Exchange the product or compensate for the inconvenience.

5. Competent Employees

A company’s employees affect the credibility of the site. When hiring, make sure that the person has undergone training to improve professionalism, has all the skills for effective, attentive, polite treatment of customers.

Content should be written without spelling, stylistic, semantic and punctuation errors. To ensure that illiterate texts do not affect your reputation, hire an editor with a philological background.

6. Putting Contacts on the Site

To increase the credibility of your visitors, have a separate section with contact information and details about the company.

Include all ways to contact the business owner or employees:

  • Cell and landline phone numbers with the positions held on those numbers (if available).
  • Email.
  • Contacts in WhatsApp, Viber and other messengers.
  • Links to social networks.
  • Location of the office and distribution points on the map.

All pages should have an online chat window and a call-back form for ordering goods.


On the main or a separate page, you should place a block with questions and answers. This section contains the most important and disturbing information for customers. Such a cautious attitude towards customers increases confidence in the online store, as it demonstrates respect and care.

The FAQ section usually contains:

  • Recommendations on the choice of goods.
  • Delivery terms.
  • Tips on ordering.
  • How to return the goods.
  • Information about certificates.
  • Recommendations for product care, etc.

The content of the section should correspond to the peculiarities of the company’s activity. As you interact with customers, this page is supplemented based on the needs and real questions of customers.

Clear, Capacious Content


There shouldn’t be “watery” texts with a bunch of unnecessary information on the site. The description of goods should be written in an easy to understand language, without complicated turns and highly specialized terms. The words should be familiar to both professionals and ordinary users. When selecting a product, a person should understand the description here and now, not delve into the topic or look up definitions on other sources.

Creating a Story

Customers should see not only a beautiful picture of a successful business, but trace the history of the formation of the company, learn about its failures and victories, the difficult path to the heights of well-being and prosperity. Such revelations help to become closer to the real customer, to increase the confidence of visitors. The story can use elements such as:

  • The philosophy, the further goals of the company.
  • Effective impressive legend.
  • Received benefits of the company, associated with the history of its development.

It’s desirable to use photos to visualize the story. The development of the company can be clearly traced in pictures. Visually perceived information is easier, even after leaving the site will remain in the memory of the customer. This increases the chances that among the hundreds of other online stores later the buyer will choose yours.

Keep Promises

Be honest with your customers, never lure them with cheap things in the hope of a big purchase. If you introduce any promotions or other offers, don’t make false promises. If you mention free shipping or a special discount in your advertisement, be sure to provide these services. If the offer is valid only for the purchase of any amount, make this nuance more noticeable, and don’t write a small print of such information. Buyers who don’t notice the additional terms will feel cheated.