E-Commerce Link: Humanizing the Web
eBags.com, an online retailer of handbags, luggage, backpacks and travel accessories, not only uses reviews on its site, but also promotes the number of reviews as a major benefit.
When it comes to demonstrating satisfaction, service and support, it's key to reassure shoppers at every step of the purchase process:
• Address security concerns by using third-party certification logos such as VeriSign and HackerSafe, which can help boost conversion as much as 14 percent.
- Remove hurdles surrounding shipping and delivery by clearly posting time frames and costs-starting on the product page.
• Make customer service accessible from every page of the site by placing your toll-free phone number in the global header and prominently displaying links to live support and customer service pages.
Online shoe merchant Zappos.com does a superlative job demonstrating its service-oriented culture. The homepage alone highlights 18 trust elements, 14 of which are posted throughout the site. In addition to messaging about shipping, returns and support contacts, the homepage includes logos for the Better Business Bureau and BizRate.com, along with customer testimonials raving about positive site experiences.
2. Make your site a destination by appealing to people's personal interests with engaging content. By making your site a trusted source for expert information, you will create long-term emotional bonds with your customers.
However, you don't have to come up with all the content yourself. Instead, let your customers-who are, after all, the most knowledgeable experts about your brand-build community by contributing their own ideas, images and tips.
Burpee, a multichannel seed marketer, gives customers center stage on its site by displaying images of their handiwork. Robust customer reviews that list the reviewers' geographic regions, experience levels and garden types humanize product pages, while glossaries and regional plant guides provide further expert content to peruse.