How can your online electronics store communicate trust at checkout?

July 25, 2022

Electronic items are hugely popular, but they’re also costly. Consumers can pay several thousand pounds for the latest TV or computer, so they need to feel confident about where they spend their money. As an online electronic store, you must build shoppers’ trust, especially at checkout. Average cart abandonment sits at just under 70%, but by communicating trust at the checkout stage you can give consumers the confidence to commit to making purchasing decisions with your business. Here’s how.

Think about the user experience

When a shopper lands on your website, they should experience a fluid user journey. This is especially true for the checkout stage, where customers are most likely to abandon their cart. Every aspect should be seamless, from the speed at which they can navigate the checkout to choosing a payment option. 

Companies spend thousands trying to build a well-presented website, but looks won’t matter if the experience is poor. Use UX testing websites and get feedback from genuine shoppers. Then take their comments and tweak your online store, so the checkout stage offers an excellent and trustworthy customer experience.

SSL certificate

Showing the Secure Socket Layer (SSL) certificates on your online store is one of the best (and easiest) ways to convey trust. It lets customers know that you operate a secure website, with the SSL providing encrypted communication between a site and the internet browser. 

These security badges are typically found on payment pages and login forms, revealing that sensitive information is handled correctly. This gives customers added peace of mind and confidence when shopping for any item.

Be transparent

Shoppers get excited about buying electronics, whether a new games console or a state-of-the-art speaker. But that excitement can soon turn to frustration if they discover hidden costs involved with their purchases or if it wasn’t what they expected. 

As an online store, you can build trust with shoppers by being clear about the entire order with an order review summary. Include a full breakdown of what they’ve ordered, how much it costs, and other associated costs, such as postage payments and related taxes, so they know what to expect.

Reliable customer service

Customers may get to the checkout stage and still have questions about items. That’s why you need reliable customer service capable of answering their queries and helping them feel more confident making a purchase. 

Having phone numbers, email, social media, live chat, and contact pages on your website makes it easy for shoppers to contact you. They might not even need to get in touch and will be happy to buy a product or service without assistance. But just knowing the contact options are available can significantly improve trust and make them feel more comfortable about clicking the ‘buy’ button at checkout.

Use a chatbot

Chatbots are another form of helpful customer service that can improve trust. While they might not offer immersive answers only humans can provide, they provide an extra layer of help – especially when appearing on the checkout page. 

The chatbot shouldn’t be intrusive, but it should be easy for shoppers to access if they need it. Chatbots can help with a wide variety of questions, and they may have the answer to a customer’s query that helps them complete the checkout process.

Don't force customers to create an account

Signing up for an account used to be a mandatory requirement for buying online, and many customers came to accept it as the norm. However, times change, and nowadays, shoppers don’t want to be forced into signing up for an account and giving away even more personal data. 

If you want them to sign up, you’ll need to offer a reason, such as a discount on the purchase or improved user experience. Otherwise, provide the option of buying products without going through the processes of creating an account, adding payment details and choosing a password. Customers will be more inclined to use your electronics store as a result.  

Offer flexible finance options

Shoppers now want more payment options at checkout, and basic debit and credit cards won’t cut it. Today, consumers expect businesses to provide a range of alternative payment methods, such as buy now pay later. 

This is especially true for high-priced items like TVs, computers, kitchen appliances and sound equipment. Letting consumers spread the cost over several payments builds confidence and empowers them to buy the products they want. Teaming up with a finance provider will unlock buying power for your shoppers and help increase average order sizes while bringing in more revenue. 

Building customers trust

Trust is one of the key reasons why people use and return to specific online stores. And by building customer trust with your electronic online offering, you can sell more items and enjoy repeat business as shoppers come to see your business as a trustworthy place to buy their electronics.