Example:
EM Cosmetics creates social proof through product reviews, and specifically by encouraging customers to attach photos and other details. This transparency opens the brand up to potential criticism, but it also instills trust in future buyers and gives them the opportunity to discover a review that helps them say, “It’s just like me.”
An example of EM Cosmetics product reviews and how it builds customer trust with buyers
EM Cosmetics creates social proof through product reviews and specifically by encouraging customers to attach photos and other details.
What is EM Cosmetics doing right with their product reviews?
Their ratings section shows a clear average of five stars and a 100% recommendation.
Reviews include photos and descriptions provided by customers.
Reviewers are asked to share personal details, helping other shoppers relate and make more informed purchasing decisions.
When you use a search engine and search for “em cosmetics review”, you will find several videos with reviews about the brand and products, as well as review articles about the products and the store posted on popular websites.
An example of EM Cosmetics product reviews, showing how the brand builds trust with detailed descriptions and customer-generated content that can be easily found on Google
A preview of what the search term “em cosmetics review” returns on Google, allowing shoppers to obtain external reviews in both written and video formats.
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Community feeling can be decisive in the purchasing process.
5. Ensure that the transaction is transparent and easy
What the customer is asking: What is the canada phone numbers delivery cost and how much will the taxes or duties be? Are the payment options known, secure, and do they work well?
Business Objective: Eliminate customer uncertainty and risk by calculating the total cost of shipping and payment.
The well-known saying “Price is what you pay, and value is what you get” illustrates how, in addition to good visual presentation and compelling descriptions, shoppers also want to know the total price they will pay, with all discounts and fees included, as early as possible in the purchasing process. This element is essential in any reliable online store checklist.
Essential
Clear and easy to understand returns policy.
Detailed shipping policy for international orders , specifying who is responsible for duties and taxes.
Recommended
Clear and visible shipping costs.
Function to apply discount codes and edit the cart before purchase.
Familiar and trusted payment methods like PayPal or Shop Pay .
Order status tracking option.
Rewards and discounts for future purchases visible on the order confirmation page.
For international stores, a language and currency switcher.
Example: LL Bean builds buyer trust through transparency in its transactions
LL Bean , an outdoor clothing retailer known for its generous returns policy, has gone to great lengths to satisfy and retain its customers. For a brand whose mission and values are based on loyalty and making customers happy, it’s vital that it puts all the key information about a transaction on the product pages and during the checkout process, so there are no surprises when placing an order.
An example of how LL Bean builds customer trust through transaction transparency
LL Bean builds shopper confidence by displaying costs throughout the online store.
What is LL Bean doing to show that the transaction is easy?
Clearly communicate the inclusion of taxes for international shipping.
Offer a free shipping policy and detail estimated shipping speed along with return policies.
Highlight trusted payment methods, such as PayPal, at the top of the checkout page.
Break down all discounts and fees before finalizing the order, ensuring the total cost is clear.
Customers reward companies they trust
Maintaining customer trust can be an aspect that many businesses overlook, especially those just starting out. Businesses that keep their promises tend not to question their own trustworthiness, but it’s crucial to remember that trust is, at its core, a matter of perception and something that every business must strive to build and maintain.
As your customer base grows, your business has the opportunity to build a reputation through excellent customer service, word-of-mouth recommendations, and a marketing strategy that emphasizes customer satisfaction. When trust is established, your brand will speak for itself, and the minor details on your website may not be as decisive.
Still, it’s essential to implement proven practices that make your online store project professionalism, clarity, and trust. Implementing strategies like those included in the online store trust checklist not only gives shoppers peace of mind, but also improves their experience, encourages customer retention, and over time, can drive significant growth for your business.
Download the trust checklist for an online store
Frequently asked questions about the trust checklist for an online store
What is customer trust?
Simply put, customer trust measures how new and existing customers perceive your business, based on factors such as product quality, customer service, and the experiences they have on your website.
What is the importance of customer trust?
Customer trust is the foundation of every successful brand. Without it, your business will struggle to build real, authentic relationships that translate into repeat sales.
How do you build customer trust with a website?
The online store trust checklist can help you implement best practices to gain the trust of buyers:
Create a homepage that makes a good first impression
Provide customers with essential information
Share your story and why you started the business
Show current customer satisfaction through reviews and testimonials