In our previous article, we explored the crucial role of contact information in e-commerce websites, emphasizing the importance of establishing a direct line of communication with customers. Today, we delve further into the realm of building trust in e-commerce by focusing on website design and user experience. In this article, we will explore how a well-designed website and a seamless user experience can create a sense of trust and credibility among your target audience. We will discuss the significance of a professional design that aligns with your brand identity, as well as the impact of an impressive “About” page and engaging team member photos.
Website Design and User Experience
Introduction: Having easily accessible and visible contact information is crucial for building trust with potential customers and improving the conversion rate optimization (CRO) of e-commerce websites.
Elements:
a. Visual appeal
b. Professional design
c. Specific and believable trust symbols
d. Impressive about page
Solutions and suggestions:
Does your page create a feeling of trust via professional design?
When visitors land on a web page, they form immediate impressions based on its visual appeal, layout, and overall professionalism. A well-designed website exudes credibility and competence, instilling confidence in users that they are engaging with a reputable and trustworthy online platform. Also, a professional design demonstrates attention to detail, consistency in branding elements, and an intuitive user interface, all of which contribute to a positive user experience. By investing in a visually appealing and polished design, e-commerce websites can establish a strong foundation of trust with their visitors, enhancing their likelihood of making purchases and fostering long-term customer relationships.
A good example from Organic Basic:
One notable example of an e-commerce website that effectively creates a feeling of trust through professional design is Organic Basic. Its website design is clean, organized, and consistent across its various product categories.
A bad example from Lings Cars:
An example of an e-commerce website that falls short in creating a feeling of trust through its design is lingscars.com. The website’s design lacks professionalism, with an inconsistent color scheme, cluttered layout, and outdated graphics.
Do you avoid stock images (with exceptions)?
When it comes to building trust through website design and user experience, the use of stock images requires careful consideration. While stock images can be convenient and cost-effective, relying solely on them can hinder the establishment of trust with website visitors. Users today value authenticity and genuine connections with brands, so it is recommended to avoid excessive use of generic stock images that may come across as impersonal or disconnected from the brand’s identity.
Instead, opt for a balanced approach by incorporating a mix of original visuals, such as high-quality product photography, behind-the-scenes images, or user-generated content. However, if you do choose to use stock images, ensure they are of high quality, relevant to your content, and properly licensed.
A good example from Patagonia Website:
Patagonia, a renowned outdoor apparel brand, exemplifies trust-building through its website design and user experience. The site features high-resolution, captivating images of their sustainable and eco-friendly products, showcasing their commitment to quality and environmental consciousness.
A bad example from CheapGadgetShop Website:
CheapGadgetsShop.com represents a poor example of building trust through website design and user experience. The site predominantly uses low-quality and irrelevant stock images that fail to accurately represent the products they offer. The website design is cluttered and lacks clear navigation, making it difficult for users to find the desired products or information.
Do you use real team member photos?
Including genuine photographs of the people behind the brand can humanize the company, creating a sense of authenticity and fostering a stronger connection with website visitors. Real team member photos provide a face to the organization, allowing users to associate real people with the products or services they are considering. This approach helps build credibility and trust as it showcases transparency and a commitment to open communication.
When using real team member photos, consider these notes:
- Make sure that the images are professional, well-lit, and reflect the brand’s values
- Including brief biographies or personal statements alongside the photos
- Obtain proper consent from team members and respect privacy preferences
A good example Clinique Website:
Clinique is an exemplary e-commerce website that effectively builds trust through the use of real team member photos. On their “Meet Our Consultant” page, they showcase a collection of high-quality professional photographs of their team members, who guide customers while buying beauty products.
Have you created an impressive about page (share the story, highlight your people, show some hard facts, be more than just text, be authentic)?
Creating an impressive About page is a crucial element in building trust through website design and user experience. The About page serves as an opportunity to share the story behind the brand, highlight the people involved, present hard facts, and go beyond mere text to create an authentic connection with visitors. In order to create an impactful About Page, it is important to consider the following best practices:
- Incorporating engaging visuals such as photos or videos that showcase the team and the brand’s journey
- Sharing the brand’s story in a compelling and relatable manner helps users understand the values, mission, and unique selling points of the company
- Including relevant hard facts, such as the number of customers served, successful projects, or years of experience, adds credibility and instills trust in the brand’s expertise.
- To go beyond plain text, consider incorporating interactive elements like timelines, infographics, or customer testimonials that provide an engaging and memorable user experience.
A good example from Lush Website:
A great example of an e-commerce website with an impressive About page (Who we are) that incorporates storytelling, highlights people, presents hard facts, and showcases authenticity is lush.com. Lush’s Who we are page tells the inspiring story of their founder and the company’s mission to provide handmade cosmetics.
Conclusion:
As we conclude our series on building trust in e-commerce websites, we have explored various strategies to enhance customer confidence and improve conversion rates through effective website design and user experience. By focusing on creating a feeling of trust, we have seen how a professional design, an impressive “About” page, and engaging team member photos can significantly impact the overall perception of your brand. In the competitive world of e-commerce, establishing trust is a crucial factor in driving conversion rates and achieving sustainable growth. So, take the insights from this series and apply them to your own online store, and watch as your customer trust and conversion rates soar.
Thank you for joining us in this journey to build trust in e-commerce websites, and we wish you the best of luck in creating a successful and trustworthy online business.