7 Ways to Make People Buy From Your Website

Uploaded on November 20, 2015

Buying online is huge, and many small business owners want a piece of the action and setting up their own e-commerce store.

However, running one is serious business, and there are loads of things to consider to make it successful.


7 ways to make people buy from your website.


1. Buy an SSL certificate.

Perhaps the most important consideration when running an e-commerce website is having an SSL certificate. An SSL certificate encrypts files on your website and data that visitors send over it, meaning hackers can’t change the content of your website and any credit card details that visitors enter are sent securely. A website with SSL security is prefixed with ‘https’ instead of ‘http’, and browsers display a green padlock or address bar in addition. SSL certificates can be purchased from your hosting provider, and the strength of security they provide varies depending on how much you pay. Ask your web developer if you’re unsure which option to go for.


2. Get professional photography.

Unlike on the high street, visitors aren’t able to interact with a physical version of your product before they buy it, so your e-commerce store will have to take extra steps to encourage visitors to buy. Professional photographs of products make it easy for visitors to see what they’re buying, making them more likely to carry on with a purchase.


3. Include detailed product descriptions.

Even though some products are self-explanatory, it’s still worth including a description. Like product photos, descriptions help a visitor understand the features and benefits of a product. Imagine your ideal customer using your product. How would they use it? What would they want to know? Write a persuasive description around this.


4. Include trusted logos.

If a visitor feels more familiar with your website, they may be more comfortable buying from you. An easy way to build trust is to include recognisable logos on your website. You may be an NBSL provider, a previous winner of regional business awards or affiliated with an organisation like the NECC. Let your visitors know about this by mentioning it on your website alongside a logo. If you accept credit card payments, it’s worth including logos from companies like VISA, MasterCard and American Express as well. Remember to always ask permission to use another company’s logo on your website.


5. Have FAQs.

Visitors will often have queries before buying from your website. If they have to interrupt their buying process to fill out a contact form and wait for your response, they may forget to continue with their purchase, or lose interest and choose another provider. FAQs (Frequently Asked Questions) are a brilliant way to pre-emptively answer visitor queries. Try including information like how long products take to deliver, where to find a returns policy and what happens after an order has been placed.


6. Include comprehensive legal information.

It’s a legal requirement to include a disclaimer, privacy policy, returns policy and terms and conditions, so make sure they can be found somewhere on your website. This information also helps any concerned visitors make a more informed decision before they buy.


7. Make it easy to contact you.

If a visitor hasn’t had their query answered by your FAQs, you need to make it super easy for them to talk to you. Include a support number, email address and form, so a visitor can choose their preferred method of contact. Make sure to answer queries promptly, to avoid the visitor becoming restless and going elsewhere.


Next steps.


Always look at your own e-commerce website with a critical eye. Think about what makes you buy from a website, and ask yourself if your own website is lacking anything. There are so many factors that can interrupt a visitor’s buying process — forget to include just one small detail, and you could lose the entire sale.