Ways to Conquer the Skeptical Buyer
Believe it or not, some people are still skeptical to buy online! It’s kind of crazy to think that would be an issue with the boom we have seen in eCommerce within last few years. In 2014, eCommerce sales worldwide reached over $1.4 trillion, but 77% of people do not feel completely safe when buying goods online. What is causing this skepticism and what can merchants do to ease these fears? These doubts may come from media stories, from being personally victimized or from sheer paranoia. Fortunately, we came up with a handful of ways to help combat the hesitant buyer!
Apply Free Returns and Shipping
This day and age, shipping rates are getting lower and shipping times are getting faster. To keep up with the industry, and to ease the skeptics, you need to be utilizing free shipping and returns. If your company simply can’t afford that, at the very least, implement something similar to what Target is doing – free shipping on orders over $25. Shipping and return fees can be a huge deterrent to potential/hesitant buyers, so making the steps easier would gain a better sense of trust with the customer.
I once bought from a company before reading about their return policies and I thoroughly regret it. When I was dissatisfied with my order and wanted to return a pair of shoes, I found out that not only did I have to pay from my own pocket to ship the item back, but also had to pay a $7 “restocking fee” on top of that. To me, that seems pretty ridiculous. It would have been more money to ship and return the shoes than what I paid for them! If I had known of this policy beforehand, I would have never purchased from them. Their lack of customer service and communication, along with their unwavering return policy has lost them a repeat customer.
Neiman Marcus does a wonderful job of making this information readily available to shoppers; they display it directly on their homepage, in a place that is very apparent.
Having a free shipping and return policy gives the customer a safety net in the off chance that they are displeased with their purchase; they don’t have to be afraid of buying from you if they can get a full refund!
Display Product Reviews
User reviews are another helpful way to appease the skeptical buyer. A remarkable 90% of customers say that their buying decisions are influenced by online reviews.
Yes To, a super-natural beauty product line, has an incredible display of customer reviews. Of course not every experience is going to receive a fix star rating, but the honest and relatable reviews can help the potential customers decide about a purchase. Many of the reviews on yestocarrots.com begin with “I read a great review on this product and decided to try it!” and give praises to the products. When potential buyers read testimonials like this, it can only help to build trust with your customers!
Fortunately, you already have the answers in the market. In other words, read more and have options to select from, such as the ones in the form of convenient breast enhancement pills.
Have a Secured Website and Payment System
Since the beginning of the internet, shoppers have been skeptical about entering their personal and credit card information into websites so ensuring that your site is secure is a huge way to give shoppers some confidence in purchasing from you. Showcase the secure checkout systems you use by displaying the badges somewhere easy to find, and especially on the checkout page. If your site is not secure, McAfee, COMODO, and TrustE are a few systems you can look into.
Another way to combat the skeptical buyer is by offering multiple forms of payment. Many shoppers (including myself) are more comfortable with purchasing with PayPal than entering credit card information – and it takes less time! Offering alternative payment options is a way to cater to different types of consumers. Whatever you implement, confirming that you have a safe environment and that you want to protect your customers will create a sense of trust, which boosts conversions.
Provide Detailed Descriptions
A common problem about purchasing clothes online is having to decide what size to get. “Well I usually wear a small, but if it’s tighter then I might need a medium, or even a large” is a thought that customers tend to have when shopping online. Trying to decipher size, fit, and material is difficult by merely looking at a few pictures. By providing as much information as possible, it can really help increase conversions.
Fabletics gives exemplary product descriptions for their items! Right on the product page, they present a size guide, reviews, and a fit survey (where customers can vote on if the item is true to size or feels too big or too small, and all increments in between). This answers most generic questions that customers have and makes it almost impossible to order the wrong fit; and a happy fit means a happy customer!
Conquering the skeptical buyer is one of the best ways to accomplish your end goal, which is ultimately to make sales. By having a plethora of information easily accessible on your website, it builds trust between the customer and your company, and establishing that trust will lead to more conversions.
Tweet at us @creatuity or comment below with any other helpful hints you have to conquer the skeptical buyer!