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5 Tips For More Customer Confidence in The Online Shop

Buyers now have more choices than ever before. Alternative products and shops are often only a mouse click away, especially online. This fact is both a blessing and a curse for online shops. On the one hand, they benefit from being quickly accessible. Nevertheless, the competition is enormous and the chance that potential buyers will click across your shop is great.
So what are the decision criteria for buyers when looking for suitable products, especially if they are new to the shop or are buying a product for the first time? An important factor in this decision-making and buying process is trust. This is difficult to measure for shop owners. But studies have found that there are design elements in online shops that have a trust-building effect. These five are part of it:

Tips For More Customer Confidence in The Online Shop

5 Tips For More Customer Confidence in The Online Shop

1. The homepage

Before a customer gets to the online shop, they often navigate through a brand's website. This is practically the digital reception area. Here the potential customer decides whether or not to maneuver further to the product pages. This decision comes in a flash and is based on questions like: Does this website feel safe to me? Can I easily find what I'm looking for and find my way around the website easily?
In order for the first impression to be correct, the design and layout of the page must be right. And it's not that easy to revise. A layout that looks clean and clear is therefore essential. This also includes easy-to-understand navigation across all devices. Content should also be designed in a uniform and appealing manner. This also includes high-quality photos and of course error-free texts. If the shop owner sells her goods in different countries, it should always be ensured that all information about products is available in the respective national languages. Otherwise, a buyer will quickly feel uncomfortable and may not understand all of the information.

2. Provide all important details

Consumers usually jump directly from the homepage to the product pages. There they look for answers to their most pressing questions: Does this product solve my problem? Is it well done and is it the right size?
Online retailers who value comprehensive information and who prepare it well can score points here. In addition to classic product descriptions and lots of product photos, customers also appreciate additional information such as size tables, size conversions and product reviews from other customers. A product video is also a valued addition when it comes to mind. Online shops that make their return policy and shipping information easy to find also gain plus points.

3. Tell the story behind the company

If the first impressions are correct, the test is put through its paces. Is this an honest company? Does it treat its customers and team fairly? Online retailers should therefore by no means be too modest, but rather openly communicate their origins, their motivation and values and thus confirm their legitimacy.
The younger generations in particular are increasingly buying products with a so-called purpose, i.e. products that match their own values and attitudes. 
These can be best presented on an "About Us" page. Providing contact details also has a positive effect on consumer behavior. This also includes a support address and the physical location (if available) of the company. All of this underpins the authenticity of a shop and increases trust.

4. Show current customer satisfaction

The decision to buy is easier if the product has already convinced other consumers. Because positive reviews convey security and reduce the chance of a bad buy. In impartial reviews, potential customers will find answers to questions such as: Do other customers think that the product corresponds to the description? Does the company treat its customers fairly?
Product reviews do not necessarily have to be made directly via the online shop. Reviews on social media channels, marketplaces or via Google also help to gain an impression. Retailers should therefore set themselves the goal of generating over 70 percent positive product reviews. The important thing is: they have to be honest! In addition to pure ratings such as stars, reviews in text or video form are also desirable. Platforms such as YouTube or Instagram are very suitable for video reviews. If they then refer directly to the shop via a link - all the better.

5. Prices and Fees

Prices are clearly communicated in most online shops. The situation is different with shipping costs, fees, taxes or duties. If the consumer only finds out about any fees at the end of the purchase process, this often leads to annoyance. Because questions about additional costs and available payment methods arise very early on. Ideally, online shops take this knowledge to heart and remove any doubts from customers early on.
This works by communicating delivery charges or other additional costs before the check-out process. Because, especially when shipping to or from abroad, there are often unpleasant surprises.
The return policy should also be explained in good time. Because, unlike in stationary retail, online consumers have no chance to haptically test the products before buying.
In addition, the entire check-out process should be made as simple and convenient as possible. It should be possible to use discount codes or to edit the shopping cart again. Trust in well-known payment methods such as PayPal or Sofort.


These five points are important milestones on the way to building customer trust. When choosing an online shop provider, retailers should therefore pay attention to whether these points can be implemented with the options available in terms of design and layout. But of course the best online shop is of no use if the quality of the products does not match the descriptions or if promises to customers are not kept.