Guest post by Manish from E2M Solutions
Trust is an important element of any relationship, especially when it comes to the one between a business and its customers. Although many Amazon sellers boast the lowest prices for online ecommerce, this doesn’t necessarily guarantee they will receive the greatest number of sales.
One of the main reasons why this occurs is because customers simply don’t trust that the seller will make good on their promises. You’ve probably experienced this yourself if you’ve ever ordered something online and were disappointed in how the product looked or worked in real life.
Although there are some humorous examples of this on the Internet, it can actually be a huge problem for your Amazon business. Consumers today are warier than ever of marketing messages and business promises, especially when they are shopping online.
You want customers to feel confident enough to make a purchase, both now and recurring. So, how can you make sure that your Amazon product page instantly builds meaningful trust? Let’s discuss.
1. Make the Most of Reviews
Amazon is heavily driven by reviews, and, of course, they can certainly sway a customer one way or another. But it’s not just the overall rating of the reviews that matter the most to customers – the quantity and the quality of feedback can actually be highly influential as well. According to a study conducted by SAGE Journals, if customers are faced with two similar products, they are more likely to choose the one that has more reviews.
This is because we tend to perceive feedback from other people (even strangers on the internet) as trustworthy; likely due to the fact that they are third-parties with no ulterior motives (ideally). So, if one product has more reviews, it means that there are more opinions to trust. This also speaks to our psychological need for connection; if a product has more feedback than another, it means that more people have tried it out. Therefore, we are fitting in with that group if we purchase that item.
Reaching out to customers to leave a review after a purchase is critical. Make sure that you are also focusing on the quality and thoroughness of your feedback, rather than just asking for quick star ratings. Seeing a lot of opinionated and detailed content will make your customers feel more comfortable with making a purchase because they have a better general idea of what to expect.
For instance, Trustpilot asks their customers to really go into detail with both the features that they enjoyed, as well as the areas that could use improvement.
This means that they receive more thorough feedback, which creates more reliable and authentic review content for other customers to check out.
2. Be Real with Product Visuals
Obviously, pictures of the product itself are extremely important for a successful Amazon product page. While you certainly want to include high-quality photos, be sure that they are still an accurate representation of the product. When customers can tell that an image is highly photoshopped, or they see the exact same stock image on other seller pages, it can cause them to question its authenticity.
Only use product visuals that provide an accurate representation of what the product looks like in real life. You may even want to include photos with measurements or next to a common item to show its scale. Or, upload videos that show exactly how the product looks and how it should be used. Make sure that any visual content you upload is highly professional (i.e. taken with a real camera, not an iPhone). Low-quality pictures coming from the brand itself can instantly make a customer sceptical.
Here’s a good example from Wink Kangaroo on Amazon.
3. Make it Easy to Get in Contact
One of the biggest pain points with Amazon is that it can be very difficult to contact customer service if there is an issue. A lack of contact information on an ecommerce site is also a top reason that customers will leave without making a purchase.
Simply knowing that they can get in contact with a “real person” offers peace of mind for a customer that is making a purchase for the first time. Provide clear contact information on your product description so customers can communicate directly with your business, whether it be through your website, email address, live chat, or a customer service phone number. You can also reiterate this information via a follow-up email just in-case there are any issues or questions after the purchase.
4. Get Detailed
Finally, answer as many of your customer’s questions before they can ask them with super detailed product descriptions. Take a look at the most common FAQs from customers and answer them directly on your product page. Be super clear about the materials that the item is made of, the exact measurements, and any other details that are important for customers to know.
Customers like to see that businesses are interacting with their customers and are responsive, so be sure to answer each question that is submitted in a timely manner. Make sure that your answers are thorough and informative, as the top questions are typically published above the customer review section on Amazon product pages.
Establishing a trusting relationship with your customers can be just what your brand needs to stand out from the intense competition on Amazon. If a customer feels confident in the quality of the product, they will be more likely to convert. Make sure that your Amazon product page is specifically designed to build consumer confidence with helpful customer feedback and reviews, top-notch visuals, and valuable content.
As you are likely an Amazon shopper yourself, you have been in the customer’s shoes many times. Use your best judgement and give them everything they need to be confident in their buying decisions. Over time, this creates trust and loyalty.