First of all, what do we call the “reinsurance element”? These are all elements that will strengthen the trust of visitors in you during their navigation on your website. They are essential for convincing visitors and thus encourage them to take action.
Some security elements may be present directly from the homepage, while others may be placed more specifically on product pages or simply on the way to the customer. It is important to remember that you will need to pay special attention to the visual interface and quality of the content of your site, before you start posting other elements.
1. And “Who are we? »
Yes, visitors need to know who you are, where you are from and what your story is. Do not hesitate to create a page dedicated to your presentation, with your key dates, your key figures, your main activities, your values, your team … This page can be seen in the home menu or you can make it visible to a lesser extent in the footer.
2. Contact information
If someone comes to your site to contact you, they must find a point of contact at a glance. As a result, many e-commerce websites offer a contact link from the homepage, either in the navigation menu, or next to the shopping cart icon in the upper right corner or footer. A page dedicated to customer service is a good practice for centralizing contact information: number of customers, number of different stores, e-mail address, etc.
3. Payment information: conditions, security, etc.
Payment information cannot be ignored. Lack of clear information on payment security and the various conditions offered can be a real obstacle when shopping. Internet users will be safe if you show them that payments are secure and that they can use the payment method available to them.
4. Methods of delivery and associated costs
Internet users attach importance to delivery methods. Free shipping with or without conditions? Make this information visible, either at the top of the header, at the bottom, or simply in the content of the homepage. It is best to redirect the user to a dedicated page where delivery methods, costs and different carriers are listed. It is also important to state the estimated delivery dates according to the choice of delivery during the customer’s trip. In emergencies, visitors need to know whether their order will arrive on time or not.
5. Conditions of return and refund
Visitors, especially if they are new, must know the conditions for returning the product and the related terms of the refund. Indeed, buying online without having seen or actually tested the product poses a risk to the customer, they will have to convince him, with simple refund and refund options. This information must be clearly indicated: how to return the product, what are the conditions and deadlines for a possible refund, etc.
6. Detailed product sheets
A visitor is interested in one of your products and has just clicked on the product page. He needs to know more. The content of the product sheets must be neat and comprehensive, with information that convinces the visitor: product name, price details, available sizes, available stock if necessary, estimated delivery date, return policy. Data on the product itself are also important: product description, available colors, material, dimensions as needed …
7. Customer reviews about the company and products
Visitors appreciate reading customer reviews or testimonials about both the brand of the site and the products they want to buy. Indeed, visitors want the information to be provided by real people who have already used the services of the brand or who already had the products in their hands. Ecommerce sites now use dedicated customer review solutions, which allow them to set up automated emails to request customer reviews a few days after purchase and to automatically integrate them into their product sheets.
8. Clear information regarding the use of personal data
Personal data, a point that should not be ignored. When creating an account, you must provide users with easy access to your terms and conditions, as well as your privacy policy. Transparency on this issue is a real “plus” because users want their personal data to remain completely confidential and not to be misused by third parties. It is possible to add a dedicated page that is accessed directly through the footer.
9. Accessible legal notices and terms and conditions
Very important: it is necessary to leave easy access to legal notes, CGV, which are mandatory on the site. Links must be present in your footer. This information must be clear and complete. This allows visitors to know who owns the e-commerce site and to find accurate contact information. This also allows for confidentiality and data protection, in accordance with applicable laws.
10. Trust marks
Trust tags reassure consumers, it’s important to make them visible on your website, ideally in the form of pictograms. Some examples of labels that should be highlighted: quality label with ISO certificates, years of company experience, warranty on products and delivery, customer support …
11. Information on the origin of the product
The origin of the product has become a consumer concern. “Where does the product I buy come from? Where was it made? “Consumers are sure they know where the product comes from. This can even encourage buying if we take the example of someone who is tied to ‘made in France’. He will strive to make the purchase easier if this mention is present on the website.”
12. Information on social or environmental actions
Concerns about society and the environment are also growing. Customers want to “consume better” and “buy responsibly”. Then they will be sensitive to the impact that their act of buying can have. For example: “By purchasing this product, I am also performing an act of solidarity for the association or local trade”, “I am buying this product because the carbon footprint is neutral”, “It is 100% organic”. All of these topics are important to many consumers.
13. Frequently Asked Questions (Frequently Asked Questions)
Don’t forget to create a page dedicated to frequently asked questions and to facilitate access to this page (the link in the footer is a common practice on e-commerce sites). A FAQ is a list of recurring questions asked by your visitors or existing customers. You answer every question. This is the right page to help. It is possible to create subcategories: delivery and shipping, refunds and refunds, orders, payment, account, promotions and gift cards … If you have the opportunity, it is interesting to put a search bar to allow the user to find the answer to their question.
14. Regularly updated blog or news page
It can be interesting to publish news on your topic on a regular basis. These can be topics about commitments, development in the company, new products, events in which you participated. It is important to publish often, varying the content. If you can’t keep up with the pace of posting, it’s best not to start, because if a visitor is on a news page where the latest news is more than a year old, it won’t put them in confidence for future purchases. Consumers appreciate the knowledge that the company is active and offer new content and advice on areas of their interest.
15. Active accounts on social networks
Current practice is to add pictograms to Twitter, Facebook, Instagram, etc. at the foot of your page. It’s good to do this, because some consumers will appreciate the ability to access your social networks and see what you post there. This is another way to calm them down. Another practice is to add carousels with pictures of your accounts. Like a blog or news page, feel free to do so, it’s another way to showcase your products. But if you’re adding quick access to your networks, be sure to post content regularly.
