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Presentation given by Helen Fang of Vendio.com for the ASD attendees on August 10, 2010 in Las Vegas. These educational sessions were held in conjunction with the Internet Merchants Association.
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“Customers Don’t Trust You … And How You Can Fix That ”
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Helen Fang – Marketing, VendioAugust 10, 2010
Agenda
Shopping Cart Abandonment Rate
3 Key Questions Your Store Needs to Address
Building a Trustworthy Store
Why Vendio Stores?
Shopping Cart Abandonment
“Shopping cart abandonment rates for USonline retailers have risen over the past 12months, with 60% of US seeing abandonment rates of over 20% this year.”
eTailing Group, 2009
1. Does this website look legitimate?
Design– Logo
• 99designs.com, eLance, Free logo builder – K.I.S.S.– Professional doesn’t have to equal flashy or costly – Usability
• Is it easy to find the product I want to buy (or the product you want me to buy)?
• How many clicks does it take to buy a product? – Browsers and Screen Resolution
• Are key products, features above the fold?• Use Google Analytics
Content– Grammar and Spelling
• Proofread before adding to site• Don’t forget meta tags!
– Product descriptions & reviews• Keep descriptions concise
– Testimonials• Don’t be afraid to ask your customers• Reach out to bloggers and ask for a product review
– Professional photos • Hero image• Istockphoto.com
2. How do I contact you?
About Us – What’s your story? – What is your brand? Mom & pop, corporate?
Contact Us– Add to globally visible places such as the header– Add to every page – Return policy
Social Media – Be sure that the social media account you link is actively
updated
Live Chat Software
3. Is my credit card info safe?
Leverage trusted brands– Credit card logos– 3rd party payment providers – Security seals Better Business Bureau (reputation) TRUSTe (privacy) SSL certificates (security)
Test placement & size
Other ways to build trust
SEO– Ranking well in search engines can lend to credibility
Comparison Shopping Engines– Google Product Search is free!
Links to other reviews/feedback – eBay and Amazon – Bizrate
PCI Compliance– Common standard to protect credit card holders– Ask your shopping cart/hosting company
Building a Trustworthy a Store
Simple design, easy to navigate & search. Text logo lacks
personality & brand identity.
Professional pictures & products above the fold.
Giant block of text is easy to miss. Promo text is hidden between photos.
Add a logo
Hero Image
Broke out text to highlight promo offerGuide buyers to
most desirable items
Social media (make sure they’re active)
More trust seals (make sure they’re legit)
Trust seal
An introduction to Vendio Stores
Vendio Stores built to address two concerns: 1. Getting shoppers to your site2. Converting shoppers into buyers
1. Getting shoppers to your site
Facebook App:Sell from Fan Page
or Profile
SEO Ready
Mobile
Widget
Coupons
2. Converting shoppers into buyers
40+ ProfessionalTemplates
Single page checkout- Branded- Trust seals
Shared SSLCertificate
Highly customizable • WYSIWYG template editor • Upload own template
(HTML, XML, CSS)
See more examples at www.vendio.com/stores
Visit: www.vendio.com/offer
