When I speak with clients about the factors that impact on their web site’s success I generally mention the perception of risk as a key factor in the buying process. That is, if the client perceives their is any risk in dealing with your web site then they will not buy.
Because I say it so often I tend to underestimate just how important a factor it is.
Here’s What Happened On Monday
On Monday I bought $150 bit of software online. I buy online a lot. And I generally buy from sites I already know. But this latest purchase was from a site I’d never bought from before.
I felt anxious during the entire buying process for one main reason
I wasn’t sure if this web site was legitimate. Sure, I checked everything out but I still had my dolubts.
And I had my doubts because the site hadn’t been updated for months. Nothing new was on the site. My perception was that maybe, just maybe, there was actually no-one on the other end of the web site and that my order would never arrive.
A lot of people abandon their online purchase because they don’t get the information and the assurance they need and want. Do everything you can to reduce the perceived risk of dealing with your business. Use these:
- Staff photos
- Staff blogs
- Staff profiles
- Security assurances
- Very regular updates
You’ll see an instant increase in sales.
My software arrived today.