Target in 2013. Sony in 2014. TurboTax this year. Over the past few years, high-profile data breaches seem all the more common. In addition to multimillion dollar settlements and headaches that all the aspirin in the world couldn't cure, these breaches have created something else:
A climate of fear among consumers.
It's why 80% of people say they're worried about their credit card information being stolen, and over 50% say they're worried about their credit score being damaged. It's why a whopping 95% say they're worried about their security online.*
In the land of uncertainty, the trusted store is king
So what should eCommerce sites do amidst all these doubts and fears? As it turns out, the best thing is to stand out as a reputable, legitimate business. In other words, you've got to earn trust.
And fortunately, thanks to all of the apps available, doing that is easier than it sounds. Here are our 4 favorite trust-building apps, all available in the App Center:
And the winners are…
1. Pure Chat
What it is: A live chat app that makes it very easy to make potential customers happy. If they have questions, you can provide answers — without the sky-high cost of a support team.
How it builds trust: People trust other people, not inanimate objects. By showing there are real live human beings able to help them with their questions, you're creating an instant human connection.
What it is: Shippo lets you get discounted shipping rates from major carriers, boosting your margins and increasing your profits.
How it builds trust: With 93% of people saying shipping is an important consideration in online shopping, and 88% saying they'd rather pay less for shipping and have the order arrive later, you need to get in front of your customers' expectations. By letting customers know how much they'll pay ahead of time, you can help avoid sticker shock (and the dreaded 68% shopping cart abandonment) — and build trust by appearing transparent.
3. McAfee SECURE
What it is: McAfee SECURE certification is a website badge that lets visitors know that the site's security has been tested and certified by an outside party — in this case, a globally-recognized security brand.
How it builds trust: Security certification is all about validating an unfamiliar site with a seal of approval from a trusted source. In other words, it's all about "borrowing" the credibility of a brand like McAfee, where being trusted is taken for granted. And it matters to consumers. Fun fact: 61% of shoppers say they've left a site because it didn't have a security seal.
What it is: It's all in the name: Comments lets visitors comment on your site, and lets you display and manage said comments.
How it builds trust: This app is all about transparency and accountability. People feel better buying from places that others have had positive experiences at. By showing off your previous customers, you'll attract new ones. And, importantly, 83% of people say they prefer user reviews like the ones generated by Comment to those of professional critics.
Building trust is really about one thing: reducing the unknowns, the variables, the risks. When visitors can't talk to a real person, that's a risk. When they don't know how much shipping will be, that's a variable. As an ecommerce site, it pays to reduce these factors, literally. By building trust, you'll see more engagement, high conversions, and most importantly, sales.
*From "Internet Security," a 500-person TrustedSite & SurveyMonkey poll taken in July 2015