Personal experience has shown me that there are two reasons why I won’t buy something online. Cost and trust. While controlling and lowering costs too vast a subject, perhaps we can start a thread on trust.

Does anyone have any ideas on how to reinforce trust and security to your potential customers? And, what are the top “trust builders” and “trust breakers” (prior to the first sale)?

Here are my thoughts (bear in mind coming from web commerce newbie).
Trust builders:
1. Phone Number to contact the store
2. Address to contact the store in USA (vs. overseas)
3. Live Chat

Questionable trust builders:
?BBB Online Seal
?Website Identity Assurance (like offered from www.comodogroup.com)
? Verisgn and Authorize.Net logos
Do any of these really matter? Are they worth (read: return) the investment?

Trust Breakers:
1. Only contact is via email
2. No address
3. Typos and unprofessional appearance.

Anyone care to expand or comment on the topic? Looking forward to read what other have to say.

Best,
Brian
www.SaxonGifts.com

Thanks for introducing a great topic! I suspect in some ways we face similar challenges because both of our companies could sound "foreign."

First, it is important to keep in mind that Credibility has two facets: trust and competence. The quality of the products says a lot about competence. We also have a lot of rich content up to let them know we have a command of our product.

As for Trust, we are doing the following:

• We tell people in our first sentence on the homepage that we are California-Based. Who would give their credit card to an Indonesian company, after all? I wouldn't!
• We have applied for our own site GeoTrust certification. We also put up the Authorize.Net logo. I think it does matter. It lets people know that an independent finance company has checked us out. The PayPay logo might help some, too.
• I have asked 's Kim to create a Affiliate banner that stresses the security of their cart. It can't hurt! They get more clicks and we get some credibility by association.
• We let it be known that we have a "bricks and mortar" store. We are not some fly-by-night operator who can't be found. People without stores should put up images of their facilities, address, and the like.
• We have biographical information, admittedly brief, so they know who they are buying from.

I look forward to hearing others' ideas.

By the way, does anyone know why I have "Monster Know It All" under my avitar? Can it be changed?

In truth, I am even dumber than I look? (That is an actual photograph of me!)My tagline should say "E-commerce Intern" or something to that effect.

Robert,

You have the "Monster Know It All" under your avitar due to the number of posts you have listed. I think that the staff at MC set up a certain number that once you post so many threads you are given a "title". And don't feel bad about your self proclaiming "E-Commerce Intern" - we all have learning to do and for me, the learning never stops. AND.... you have posted some very thought provoking threads that others may not feel comfortable asking. I know when I post some threads, they may come across as a "know it all" or that others have not already thought of that. Quite the opposite. I always look for others who have been there before me or have already experienced the trials ands tribulations of store ownership, so keep it up!!!!

Beverly

No bad feelings here. I was just curious! (Perhaps a bit embarrassed that folks might think I held myself in higher esteem than I do!)

I second the response that high quality, brand name products with detailed and easy to read descriptions is an important trust builder.

I think that a professional layout including a well thought out(appropriate for the product line) header are helpful. I've recently improved my look and have experienced a doubling of my sales. However, I've changed some marketing strategies as well. Even so, I note via site statistics that people are staying on my site a little longer than before.

I've never used live chat, identity assurance seals, etc. I've not noticed any increase in business when I've posted my telelphone number prominently.

I am pretty sure seals, addresses, phone numbers, and the sort do help. I have received emails from customers asking to see seals of approval and seals saying we're secure, etc. Its not important to everyone, but for the little effort it takes to have those up, it does gather me a small portion of extra business.
I did notice an increase in business and an increase in tickets since adding my address and phone number.
The more people believe they actually know you or can get a hold of you if there is a problem, the better they feel in purchasing and spending more.

Also, I agree with the photos of your store and possibly employees. It gives the customer the feeling that you are an actual entity and not a virtual entity (kind of hard to describe in words).
The more you make the customer feel like they know you and that they can get a hold of you in any fashion they want (phone, email, mail, in person, etc.) the better they will feel.
Although, I think my picture to the left may scare some customers, but I can deal with that.

I think that all of the items are important step to get what you are mentioning.

I am one of those people that look for the BBB seal (thats important to me!) The secured seal shows that you have made an effort to welcome people to a site that has some concerns of it own for customers.

As mentioned above and I agree strongly about making as many ways for customers to get ahold of you.

I think another thing that is important is making sure the customer doesn't feel like they have to give false information for whatever reason. Make sure customers are aware that you are not in the business of passing there personal information around or maybe increasing the chances of identity theft.

Customer Service - Customer Service - Customer Service - Customer Service
Communication - Communication - Communication - Communication

These are very important to gaining "Trust" .


I am sure there are even more ways....

CB Hale,

How does one go about getting a web BBB seal of approval?

Hi all

Lets not forget that our store fronts must look very professional. A badly composed home page, one that looks very unprofessional, or shouts (lots of caps etc) turns me away from a store immediately. Fortuately gives us a very professional starting template.

Making sure your site stays secure is more important than seals etc. We screwed up one time and put a graphic of the credit cards we except with the full url as the address to the graphic instead of the relative URL which caused the message "would you like to display the unsecured stuff on the page" (obviously I can't remember the real error). We had numerous calls from customers complaining that our site wasn't secure. What an eye opener for us that people even cared.

Dani, we made the same mistake, re nonsecure images.

Mr. Strapworks, the image isn't at all scary! You look like a young Nick Nolte! My picture, to the left, is certainly a lot scarier!

Robert,

Start Here!

http://www.bbbonline.org/

You should b e able to get what you want...

That picture is actually Nick Nolte when he got arrested. I look much different from nick, but I thought it was a funny pic and would be fun to use it as my avatar. If you are interested I can post a pic of myself.

That would explain the resemblance! My picture is not actually me, now that we are being truthful. It is a picture of George Bush on the night he got arrested for drunk driving.

My avatar is really a pic of me. I am really a cartoon character!

LOL, well I guess on the internet you really can be anyone.
Here is an actual picture of me (back when I ran a modeling company during college). I think you can guess which ones me! LOL

Reminds me of Bosley and the three Charle Angels!

It's nice to be able to put a face to the name / store. Anyone else have pictures they would like to share?

Glad to accommodate, Captain. Here is a picture of me and my better half. I am having a bad hair day in the picture, but you can get the idea.

Yo u first Captain!

Here's a picture of MC's softball team (a few key players not pictured). I am in the lower right.

We have 5 wins and 2 losses... not to bad for a technology company.

LOL, yeah charlies angels. You actually are closer than you think, I had a friend that started to write a story about those three girls called "Dougie's Angels" that I posted on my modeling website.
But, I actually had about 20 models working for me at the time. And I still have about 5 models working for me now as my little hobby.
I think, so far, I have the best picture of the group though! LOL
Nice to put a face to the person also Ryan, good lookin team you got goin there.
Soccer is my game though, been coaching youth leagues for about 5 years now.
Good day all

Oh my God! Our software is being written by a bunch of kids!

haha.

Strapworks... do you have children? Or do you coach youth leagues as a volunteer? Either way... that's really cool.

Volunteer, I have put in over 3,000 hours. It actually helped me get a full ride scholarship to college also, impresses those people to see so many hours of volunteerism.
But, I do it for the kids, I love kids (do not have my own yet, still young) and I love soccer and I wouldn't give up either for the world.
Hey Saxon, what was the topic again? LOL
I will post some more info on trust soon, I have some more ideas but want to organize them in my head before writing them down.

<Kidding>

How dare you sully my thought invoking thread with your inane banter! Save your keystrokes for www.bore-everyone.com.

/<Kidding>


<sarcasm>

Who does everyone like to win the World Series? I'm hoping the Red Sox and break the curse and go all the way this year. They have a powerful hitting lineup and with one more good starting pitcher - they'll compete with anyone. With a little help Nomahhhh, Manny and Perdro are an unstoppable force.

And who do you like better, Elvis or the Beatles? I personally like Elvis but the Beatles.......

/<sarcasm>

And while we are at it... What did everyone think of American Idol (Snicker)

I thought Clay should have won.

Now were just picking on Saxon, LOL
Anybody miss Survivor? Can't wait for the new season!
LOL, look what you started Saxon

More about Trust.
People want security. They want to feel like they are not risking anything in placing their order.
The more you can relate security (security seals, BBB seals, reviews from companies such as Verisign, etc.) the better the customer will feel that you are secure and their information will not be seen by others.
Some Trust Seal Companies:
TrustE
[URL=http://www.econsumer.gov/english/contentfiles/ trustmark_seals.html]TrustMark[/URL]
Better Business Bureau
Verisign
Entrust
NetTrust

More About Trust and Seals/Logos


This could just be a coincidence, but since we put up our GeoTrust secure site seal our online business has picked up dramatically.

You need to get some work outs too Robert, seen more meat on the leg of frog

Actually I ought to go see if I can find a 2CO Secure check out seal to stick on the home page too

Cheers

Chris

I am getting the feeling that a lot of your employees not only work at MonsterCommerce but have thier own personal stores.

How may of you do?

Which ones are they?

Security seals are important. There are many to choose form as listed above...

MC works most closely with GeoTrust.

MC and GeoTrust

Here is a picture of our CEO Stephanie Leffler and Ken Stoddard at GeoTrust (in their Atlanta Facility). GeoTrust are very good people.

I have been looking at both GeoTrust and Verisign. But, also in comparing the two you must look at what seal most customers will recognize. I think it will be Verisign, and that could be worth the extra $100 per year.
Just a side note: Contacted my local BBB regarding a seal for our site from them, they want $690 per year!!!! just to be a member and get a seal for our site (oh, but they send us a packet and plack also!! ), this is completely retarded, they should charge $300 and see how many more businesses they get.
I think more customers would like to see GeoTrust Seal or Verisign seal over a BBB seal, just my thought.

Hey Guys-
IMPORTANT TO NOTE:
Verisign has two levels of certificates:
40 BIT = $349 per year
128 BIT = $895 per year
Geotrust has one level of certificate:
128 BIT = $150 per year

You are getting A LOT more bang for your buck with GeoTrust. Plus you are doing business with a company that caters to MonsterCommerce customers. Whatever you need, it will get done!

I recommend GeoTrust SSL.

Thx!

The day we put up our GeoTrust seal, more orders started coming in. Coincidence? I doubt it.

Robert,

Are you saying that sacrastically or truthfully? Has a security certificate benefited you?

The TRUSTe program costs $599 in case anyone was wondering. Ouch!

No sarcasm, Captain. We put up the seal and started to get more orders. Not a lot. Our Internet business is insignificant compared to our very successful retail store. Even so, putting up the GeoTrust seal was followed immediately with an increase in sales.

We still generate more sales in a good afternoon at the store than we have in all the few weeks we've been on the Internet. My hope is that six months down the road our Internet sales will equal our store sales. That's a tough goal to reach, but that's our aspiration.

I agree with you... I think Security sales instill user confidence. Sometimes it's hard in a forum to tell if you are being sarcastic or serious.

Sometimes people talking to me face-to-face can't tell if I'm being sarcastic, Captain!