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Site Appearance and Perceived Security

Posted on 2.22.2007
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For small businesses, convincing your customers that your site is every bit as secure as the giants like Amazon and Best Buy is paramount to a good conversion rate. And part of that perceived security lies in the visual elements of your site. Below are three tips to help show your customers that your site is safe and that you will deliver on your promises.

  1. Make sure that your company logo is relevant and prominently displayed on your site. Letters or just spelling out your company name in fancy text just won't cut it. Reputable businesses have recognizable, relevant logos and so should you. It doesn't have to be fancy or expensive to produce, but be sure it reflects the overall image of your business.
  2. Describe your products accurately and thoroughly. You could copy the text of your affiliate program provider, but that can cause a host of problems, including duplicate content issues that could drop your site in the search engine rankings. So, it's better to write descriptions. Give solid descriptions that highlight the features of the products, what they are used for, different options and related merchandise. I highly recommend consulting a style guide for proper usage and grammar but, at the very least, run a spell check. Potential customers will flee in droves if they see spelling errors. Customers don't trust sloppy vendors with personal information.
  3. Use trusted financial and security logos. Does your site accept Visa as a form of payment? Get that little Visa card logo on your site. Use PayPal - most online shoppers are familiar with the service and it is trusted. Look for security logos to display when a consumer is shopping your site. Finally, make sure your connection to your server is encrypted. A Secure Sockets Layer (SSL) certificate is a good idea on transactional pages.

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