The biggest obstacle for an e-commerce website is the ability to “convert a sale” – meaning how to get to get that customer to finish a sale! Verisign has created a helpful white paper that covers the basics of how to create consumer confidence that will help you turn a browser into a buyer.
Here are some interesting statistics from the paper:
- In 2007 66% of the online population made a purchase online.
- In 2009 that number jumped to 75%
- In March of 2000 this number was only 48%
See the increase? This data comes from Pew Internet Research.
When asked about their feelings while going online, most Internet users indicate they have felt eagerness (53%), relief (63%), or confidence (79%). Of concern, however, is the 21% of Internet users already shopping on the Web who indicate a lack of confidence that they “will make the right purchase decision.” In addition, feelings of being overwhelmed (30%), confused (32%), or frustrated (43%) affect Internet users, as measured in the Pew surveys. Even one of these feelings can undermine the confidence that shoppers want and need to make buying on the Web a habit.
One of the most amazing statistics we saw was the reference that 75% of internet users say the do not like giving their credit card number or personal information online. This is a BIG number and should really clarify the importance of making sure you have a completely encrypted website that is PCI Compliant and that has seals of trust located in a prominent location.
The report addresses some great topics including design. layout and website features that promote confidence in shoppers! Definitely a must read!