Posted 29 June 2016

Boost sales on eCommerce websites with Comfort Content

Written By : Marco Rosano Visit Marco's LinkedIn Profile

Stuart Gonsal founded Wolf in 2014. He presents extensively to industry groups and is on the Advisory Committee for Swinburne University’s Masters of Commerce (International Business).

At critical stages in the checkout process on ecommerce websites, often people get spooked and abandon purchases until later or all together.

You may have heard of some more distinct ways to help ensure purchases such as enhanced products descriptions, related blog content, multiple images, and feedback and ratings.

However, there is a less obvious more subtle tactic with robust results… Comfort Content.

What is comfort content?

Comfort content is reassuring information you can feature on your site, to show existing and potential customers that you can be trusted. This can include terms of business, shipping and returns policies and other information to help customers make informed buying decisions.

Be upfront, honest and showcase this vital information. It could help make the different between a purchase onsite, or an individual going elsewhere for a product.

Types of Comfort Content

There is a variety of types of comfort content – the key differentiator between comfort and other forms is the ‘comfort’ or reassurance factor. Ask the question ‘does this piece of information tell a person on the website that we can be trusted?’ The information should not only tell but also show how you can be trusted. Here are a few of Wolf’s recommendations for types of comfort content you can instantly update to help boost sales onsite.

Security certifications

Consumers can fear online shopping because of the potential for financial and identity theft. Make it obvious that your site has an SSL. There are a few ways consumers can be sure an ecommerce site uses an SSL. The first is an address that begins with ‘https’ because that ‘s’ stands for ‘secure.’

Security when shopping makes consumers feel safe, making them more likely to become a buyer rather than a browser.

Avoid redirects

Buyers will receive notifications when the SSL certificate expires, letting them know that proceeding with a purchase could put their information at risk. This is where you’ll lose many consumers.

Another way to lose buyers is to submit them to redirects that trigger another warning from the SSL certificate authority. Where possible you should try to avoid redirects.

Payment options

Not everyone wants to pay online with a credit or debit card. Services such as PayPal make it possible for customers not to have to enter details every time they purchase – this is something that many people are worried about so is worth considering for your site.

Given the above, key messaging on all checkout pages in the lead up to purchase on your site should include how you as a business keep credit card info secure and process safe payments ( only if this is indeed the case of course).

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