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Post by Eric Brantner

If you shop online, you know the importance of being a skeptical consumer. Let’s face it: the Internet is overflowing with scams. More times than not, if something looks too good to be true, it is. That’s why you have to keep your guard up at all times when shopping online.

Of course, from a business’ perspective, this now innate sense of skepticism that consumers have is making it harder and harder to convert website visitors into customers. Thankfully, there are some steps you can take to eliminate skepticism when people view your website.

1. Facts are your friend — Consumers love hearing statistics about a product’s performance. It’s the reason Clorox “kills 99.9% of bacteria.” When your website visitors see actual statistics in your copy, it gives them a sense of comfort as they know exactly what to expect from your products or services. Always include any case studies you have on your website.

2. Offer live support — One reason consumers online are skeptical is because they don’t know you. Websites aren’t like bricks and mortar businesses where you can interact with the employees face to face. That’s why it’s your job to bridge that gap by connecting with website visitors on a personal level. Live chat support on your website adds a human element to your site as visitors can interact with you and ask any questions they might have. It also lets them know you’ll be there for them should they decide to buy your product and not like it.

3. Eliminate risk with guarantees — Skepticism boils down to the fear of losing something: money. Customers don’t want to feel like they are taking a gamble when they buy your products. That’s why you should offer a 100% money back guarantee. Keep your guarantee easy to understand and free of excessive restrictions. This way, your customer will always feel like they have an out should they not be satisfied with your product.

4. Compare your product to the competition — Another way to reduce skepticism is to show your website visitors that there are no other options better than what you have to offer. Compare your product’s performance and features to those of your competition. Make it clear to your readers exactly why your product will benefit them more than any other similar product. Again, case studies and statistics can come in handy here.

5. Take advantage of the “About Us” section — Okay, so most “About Us” pages suck. That doesn’t mean you should ditch the page altogether though. Remember earlier when I said one reason online consumers are so skeptical is because they don’t know who you are? That’s where the “About Us” page can help. Fill this page with information about your company and its employees. Include pictures of your headquarters and workers. This adds a personal touch to your site, helping consumers feel they know you a little better.

6. Include testimonials on your website — If a website visitor doesn’t want to take your word for it, let them hear what your satisfied customers have to say. Testimonials offer a seemingly non-biased perspective on your products and services. Numerous marketing studies have found that including testimonials on your website can increase the conversion rate many times over.

7. Answer frequently asked questions — When someone views your website, you want to make sure they have no question that’s left unanswered. See, if your visitor can’t find the information they’re looking for, they’ll automatically assume you’re hiding it for some shady reason. Include a FAQ section on your website where you answer any and every question anyone could possibly have about your products.

8. Incorporate video on your website — You know how they say “Seeing is believing?” You can sit there and tell your readers over and over how much your product will benefit them, but they’ll never fully believe it until they see it for themselves. Adding a video demonstration to your website builds that trust with your visitors, and it adds a personal touch as well.

9. Have a professional site design — Everyone knows you’re not supposed to judge a book by its cover, but we all do it anyway. Look, if your site looks like it’s a Geocities page from the late 90s, no one will feel confident handing over their money to you. A clean, professional design goes a long way to adding legitimacy to your business online.

10. View your site through a skeptic’s eyes—Before you set your website live, look at it from the eyes of the consumer. Ask yourself “Is there anything that seems hard to believe? If I landed on this website, would I feel comfortable doing business with them” Don’t be biased; let your inner-skeptic run wild on your site.

What do you do to combat skepticism?

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