5 Tactics for Ecommerce Retailers to Boost Consumer Confidence — and Conversions
Consumer confidence is one of the biggest roadblocks to conversion.
Today, 69% of Americans shop online. That number is expected to go up to 91% by 2023.
Shopping online has undeniable advantages — like unbeatable convenience, broader selections, better prices, and quicker comparison between retailers. At the same time, online shopping has its challenges — and those became glaringly apparent with the acceleration of eCommerce and “online as only” retail channel shift this year.
Consumer confidence has proven to be one of the most significant roadblocks. There are items that people are more confident about purchasing online than others. The inability to touch, try-on, and experience presented a struggle for consumers and retailers alike — leading to higher rates of cart abandonment and returns.
With that said, there are new elements that can be infused throughout a brand’s experience to bolster consumer confidence, improve overall satisfaction, and decrease returns.
When implementing these tactics, it’s easy to think of the experience in an (oversimplified) three stages:
- Pre-Purchase
- Purchase
- Post-Purchase
In other words, what needs to be done to improve confidence that will lead customers to buying the right product and remaining satisfied after product receipt?
5 Tactics to Boost Consumer Confidence in a Retail Experience
1. Peer Reviews
83% of consumers trust reviews from their peers over advertising. Brands are encouraging their customers to leave post-purchase reviews — and are getting increasingly creative with their review templates to boost prospective customer confidence.
For instance, Amazon expanded on the traditional “five star” review template by also inviting consumers to review products by feature. Customers are also encouraged to leave reviews of actual products in addition to their write-ups, and consumers can discern scam reviews by actual reviews thanks to a “Verified Purchase” badge.
Rent-The-Runway (RTR) is another example of incorporating enhanced review features to boost consumer confidence. RTR is both a clothing retailer and rental company. Apparel is notorious for being one of the trickiest categories for eCommerce, as customers miss the “try-on and experience” factor which can result in higher return rates and dissatisfaction. To enhance consumer confidence, RTR features the number of reviews (e.g., 35) and asks consumers to rate the item’s fit.
RTR visitors can then filter to find reviews from other women who match their shape and size.
Reviewers are asked to leave a ranking (out of five stars), a write-up, and a picture, along with key information about their shape and size. This is as close as retailers can come to allowing customers to have an idea of what the dress will look like on their body without virtual reality or an in-person mirror.
2. Social Shopping
Traditionally, shopping in-store has also had a social aspect as buyers ask for friends’ opinions before purchasing. Today, influencers, private group forums, and even virtual co-shopping apps like Cherie give consumers the ability to get advice, shop curated feeds, and share what worked — or what didn’t. These platforms rely almost exclusively on user-generated content, which further boosts the “social proof” and perceived authenticity of the brands they feature.
3. Augmented Reality
With AR and VR technologies, brands can offer consumers more personalized, customized shopping experiences. Today, this is still in the early stages of adaption. In many cases, it is still primarily used for marketing campaigns or by high-end retail brands (e.g., Balmain’s virtual showroom). However, retail giants like Amazon and Walmart have heavily invested in AR technologies so it is only a matter of time before this filters into the mainstream retail experience. With AR, consumers can see what clothes would look like on a “model” with their body-type with a 360-degree view.
4. Live Streaming
Live streaming events allow brands to unite inspiration, social shopping, and immediate buying — all in one point of interaction. With platforms like Instagram live, consumers are able to see products in real-time, view the comments of others, ask questions, and make purchases.
5. Simple Return Policy
52% of consumers (67% of Millennials) have abandoned an online purchase out of fear of a difficult return process. Simple return policies build consumer confidence — or trust. People are more likely to purchase when there’s a lessened sense of risk or fear of wasting money. For inspiration, check out these stores with super simple, best-in-class return policies (that customers love!): American Eagle, Costco, and Nordstrom.
About What’s Next Labs: What’s Next Labs is a publication of INTO, an agency that empowers businesses to transform their aspirational goals into actual growth. Learn more about INTO at into.agency.
