Your business’s reputation always matters, but when you’re in the business of selling things online, hurting the trust in your image can be even more dangerous than usual. Trust is what turns an interested visitor into a converter customer, so you have to be keenly aware of where it can be broken, as well as the steps you can take to prevent that from happening.
Hidden Costs
Customers do not want to be surprised with hidden costs right at the end of checkout. Any unexpected shipping fees, taxes, or service charges are going to leave them feeling misled. Not only can this lead to shopping cart abandonment, but it can also completely undermine any trust you’ve built in your brand, making them less likely to return in the future. Display all costs early and clearly, so customers know precisely what they’re going to pay, and highlight any options they have to adjust those costs, such as delivery options. When customers feel control, they’re a little more willing to accept the reality of fees.
Not Using Business Payment Processors
If you’re using payment methods that are designed and recognised more for personal payments, then it harms your business more than you think. You should stop using Zelle for business, as peer-to-peer apps like those aren’t designed for professional transactions and might lack the protections your customers expect, such as anti-fraud features. Furthermore, they can lack the protections your business needs, as well, leaving you open to chargebacks. You might even be violating the rules of personal payment platforms by using them for business, which can see you losing the account entirely, meaning customers lose their means of paying. Using a dedicated payment processor is much more reliable, secure, and compliant.
Allowing Poor Website Performance
Nowadays, there really is no excuse for slow or unreliable websites. Customers are easily able to find competitors with pages that load quickly, images that display correctly, and navigation that works without broken links. Take the time to test your website routinely, looking for crashes, glitches, or any broken assets that you can optimise and improve. If you need to upgrade your website host to make sure that it runs effectively, then it’s a cost well worth paying.
Letting Fake Reviews Stand
You’re occasionally going to get negative feedback and reviews. These aren’t great, but if they’re balanced with positive reviews, as well as thoughtful and productive responses from you, then their harm is mitigated. Fake reviews, however, can tilt that balance against you, distorting how people see your business and what you provide, misleading buyers, and losing your sales. If reviews are demonstrably false, then you can report them and have them removed. Moreover, you should encourage customers to leave reviews on sites that include verification services, so any potential future customers are able to see that they’re from those who have legitimate experience with your business.
Your online reputation and the perceived legitimacy of your business are built on trust, established by transparency and consistency. Address the issues mentioned above and focus on a secure and fulfilling customer experience to help your business get the growth it needs.