E-catalog-Establishing Trust on Your Web Site (919 words)
So what can you do to establish trust on your Web site? Another study from Greenwich, CT-based NFO Interactive asked online consumers who haven't bought on the Web to prioritize attributes that would entice them to make the plunge into e-commerce. The top responses follow.
1. The site has a clearly posted policy stating that it will keep personal information private.
2. The site offers and explains that it has a secure environment to purchase products.
4. The content is up to date, indicating recent merchant activity.
5. Products ordered are promised to be delivered in a timely fashion.
Here are several more suggestions from Catalog Success:
6. The site offers company background with business history and full contact details, including a physical address, phone number and e-mail links.
7. The site promotes strong product guarantees with an easy return policy and 100-percent money-back guarantee.
8. The site trumpets membership in privacy-promoting networks and programs such as eTRUST and BBBonline.
Web Strategy: Both Feet or One Toe at a Time?
A recent survey from Interactive Week and CKS/Web determined that building a low--range, "bronze-coated" e-commerce operation costs $6.6 million to implement, while a high-end "industrial-strength one" built from scratch costs $35.3 million. Those intimidating numbers, however, may be somewhat misleading. In fact, a fully functional e-commerce site is more accessible than some catalogers believe.