Building trust in ecommerce is the most important for any brand looking for success in cross-border markets. Moreover, it’s a matter of survival where there’s no room for hesitation.
The reason is simple: not being able to get comprehensive information about a product, will make the slightest chance to turn a view into a sale simply vanish.
And while building trust actually goes through many other factors like customer service, delivery frames, unexpected fees, return / refund policies, or lately, sustainability, we’ll focus on product content as the first visual interaction users have with a given brand.
So, this post is about projecting a trustful and relatable representation of products to create genuine connections that boost customer confidence.
Why is it so important to build trust in ecommerce?
We often see small businesses with very promising products struggling to get the visibility they deserve. And that is a direct consequence of not inspiring trust, which may sound vague and abstract, but is as real as it gets:
- Shady and unclear websites have higher bounce rates and abandoned carts, and low conversions.
- Such metrics in turn lead search engines to penalize what they consider low-quality websites.
- Figures sink, increasing the cost of ads – if any, and forcing brands to invest in rebuilding their entire strategy.
Nevertheless, bounce rates and low trust may have other causes that need be spotted and promptly corrected by checking performance reports and running A/B tests.
Luckily for you, at Content2Sell we specialize in creating powerful and compelling product content, from background to lifestyle photography, engaging videos, and 3D renders and animations to cut these corners.
The keys to building trust in e-commerce
You never get a second chance to make a first impression
The magic of product photography
Product photography is to ecommerce what color is to life, because it allows consumers to have a visual experience of products. Thus, high-quality, detailed pictures, taken from different angles and perspectives, provide accurate representations of a product’s look and texture.
Your product’s pictures will be the key to success in your landing pages, product infographics, Amazon listings, and crowdfunding campaigns on Kickstarter or Indiegogo.
Just make sure your background photos are consistent – in the same style, appealing, and realistic, as well as optimized for mobile navigation.
What you can do: Include lifestyle photography to show products in real-world scenarios, giving customers a relatable context to create emotional connections and hack their purchase decision.
Impress and educate with product videos
Videos have a strong emotional impact, a deep educational role, and the ability to engage consumers in ways that static images cannot. Videos show products in action and are one of the most effective ways to build trust in ecommerce.
There are different types of product videos though, and each one has a function. Whether it’s a product demonstration to explain its functionalities, a short video with promotional purposes, or a testimonial from a satisfied customer, videos give a sense of authenticity and transparency.
User-Generated Content is also very effective and cost-effective when compared to promotion in Social Media, at which point influencer marketing can really boost brand awareness and reputation.
What you can do: invest in high-resolution videos that are concise, visually appealing, and tailored to your buyer personas. Make sure they are accessible on all your targeted platforms, and adapted to mobile devices, as most sales now happen on smartphones.
Shoot for the moon: renders and 3D animations
Renders and animations are an innovative way to show products that are in their testing phase, or in need of detailed technical explanation. These digital wonders allow customers to explore their features, and understand their design and functionalities with all clarity and precision.
A visually realistic experience that helps build trust and confidence in customers.
What you can do: Unless you have an in-house graphic design team, consider hiring a 3D artist to craft realistic renders and exploded views to highlight your product’s design and functionalities. However, until their use becomes extended enough, outsourcing your product content is a great solution.
Consistency and authenticity
Building trust requires consistency and authenticity across all your product content and all channels. Thus, make sure your graphics match your copy, your tone of voice, specs, and respond to customer expectations – i.e., what they say In reviews.
Be transparent about your product’s limitations and take feedback seriously to improve quality and customer experience.
Conclusion
Building trust is non-negotiable in ecommerce. And content is the very cornerstone for people to even consider buying a product because it overcomes any distance or physical limitations. Taking it seriously means investing in good photography, compelling videos, and immersive renders and animations. At the end of the day, consumers appreciate a good online shopping experience, which ultimately brings sales in. Because trust is the very foundation of human relationships, your product content should be your top priority.
