We’re all consumers of some kind and we all know that we like making purchases from companies that we trust, know a lot about, and enjoy. As a consumer It gives us confidence that are purchase is going to be valid and trustworthy if we’ve already built up a strong relationship with the business we’re making a purchase from.
How do we build consumer confidence within our own businesses? Well, there’s a few easy steps you can take towards building that level of confidence and trust, that are easily achievable.
Keep your website clean and tidy
Customers need to feel safe while shopping at your business and this doesn’t just apply to a physical high street environment. If your business only exists in an online space, you’ll ideally have many people visiting your website on a daily basis, so make sure it’s looking as polished and professional as it possibly can.
If your website is filled with advertisements and pop-ups, consumer trust will disintegrate and fade away. This is because the website will feel disingenuous and hard to navigate. Make life simple for your customers while they’re online and your hard work will be repaid with trust and confidence in your product.
Crazy Egg had this to say on how the safety of a website is a huge factor for sales, “When an online shopper lands on a website, a substantial amount of trust needs to be build in order to get their sale. With the number of sites available, it’s difficult for them to know which ones are safe and whether entering their personal information could result in fraud”.
Interact with your customers
Interaction is key in the modern business world because it has become an expected part of the purchasing experience. Since the introduction of social media, customers and clients alike have decided that they should be told as much information as possible about what they’re using their money on without having to even walk into a shop.
Choose to cater to this expectation and deliver on your communication front. Use your social media channels to interact with customers in a friendly way, create an email chain that is updated regularly without becoming spam, and answer consumer queries as quickly as you can. All of those things will build trust and confidence within your consumer-base.
If you run a small business social media may not be your top priority, but you’ll be able to judge for yourself how much traction you can take from it, making investments in this area accordingly.
Gain repeat customers
Gaining repeat customers and clients is one of the most powerful ways to build your business’ level on consumer trust. By acquiring returning customers you’ll not only continue to push your sales forward, you’ll also have a solid example to show others just why your company is worth dealing with. After all, the best way to convince a customer that they should purchase your products, is by allowing them to see somebody else having a great time doing exactly that.
A good way of gaining these types of customers is showing them some love when they make an initial purchase form your company. You have many options, but a few strong examples are to send them personalised offers via email, or just by making sure they have a smooth sales experience the first time they buy from your business.
Building up a wave of loyal customers will come in handy for times where you might have otherwise had a poor sales week, this is why it can be so key to store them in your back pocket as quickly as possible to the start of your venture.
Build up online customer reviews
Positive reviews can make a massive difference to the level of custom you get; the more you have, the more trustworthy you’ll seem to consumers. The first thing many people will see upon initially Googling your business is the amount of reviews you have and the total of your feedback score. Impress your customers to gain a positive score and don’t be afraid to ask them to leave feedback in order for your business to expand with more ease.
By asking your customers to leave their feedback on your company, you’re allowing them to dictate the fate of your venture’s image. So, be sure to go the extra mile and if you know they’ve had a positive experience and are pleased with your service, really make a push for them to leave you a quick review or a 5-star rating.
Customer feedback is always going to help you, so don’t be put off by a negative review or two. Instead work take it on board and make the changes to your business that ensure you won’t run into those same problems again. Actively chase online reviews and when you build a positive score, display review sites within your website to show it off to new visitors. It’ll certainly give you an authoritative backing up.
Always be available
This point comes from Entrepreneur and they highlight the importance of maintaining contact with your clients and customers in order to present your business as reliable and trustworthy in the mind of your consumers.
They say, “Along those same lines, it’s vital that your brand always be available, in some way, for the people who need it. On landing pages, including a phone number or an instant chat box can instantly increase your conversion rate. Why? Because people feel comforted knowing they can talk with someone at any time they choose. Make sure your customers have multiple lines of contact for you at all times — and if you have a dedicated account representative, give your clients that person’s cell phone number in case of an emergency”.
Keep on top of your financial situation
If customers see your business is struggling, they’ll question as to why exactly that is. Keep on top of your finances, and even when things take a tough turn within your company, understand that there are many different routes you can take and things you can do to improve the situation.
Your customers don’t need to know about your financial troubles, so keep it to yourself and put on a brave face for the shell of your business to wear in front of clients and consumers.
There are a number of options you have if your business runs into financial troubles. The merchant cash advance product lends funds to companies that only make repayments when they process card sales, meaning they won’t be hit with repayments they can’t afford to make.
Example of success
GymShark is a company that’s barely 7 years old and has already produced a gigantic turnover. The business has built such great success by gaining consumer confidence and trust, as they have made a huge effort to appeal to a mass market, connecting with consumers through social media, promoting their own positive reviews, and supplying a quality, reliable product.
The sportswear empire is now valued between £300M and £400M with revenues that reached as high as $128M in 2018. The company has achieved at least a 200% growth sales year upon year since its birth, showing the fantastic planning and ambition that was instilled throughout the project before it even began.
Consumer confidence was the thing that really helped GymShark to take off and build from the ground up. As the company was started, it handed out free clothing items, such as t shirts, at bodybuilding events across the UK in exchange for people posting about them on social media. This helped the business become a recognisable brand, and one that customers could trust right from it’s conception.
Build up the trust
Much like any relationship in life, the more trust you build between your business and your customers, the stronger that connectional bond will become. Cater to your consumers’ needs and supply a quality product in order to build an instant level of confidence from an outside perspective. The more trusting customers you have and positivity you can surround your business with, will mean more growth and success opportunities you’ll find yourself being at the centre of.