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Take into account fraud fatigue. Remember, most of us who were around before advent of online shopping have had message drilled into us: Don't give out your credit card number over phone (or in this case, phone lines). We need to be reassured that in 21st century, it's okay to break this old rule.
Susan Grant, of Internet Fraud Watch, says it really IS okay: "Paying with a credit card is safest way to shop online. Federal law protects credit card users if they don't get what they were promised or if unauthorized charges are made on their accounts."
Now, pass on that reassurance to your visitors. Outline your credit card security policy. Emphasize how safe new encryption technology is.
If you have a customer satisfaction policy, define it. If not, write one and stand behind it. Brick and mortar commerce has survived into 21st century because of its customer service ethic. E-commerce has to keep pace.
Don't forget about technical matters. A recent survey said majority of consumers who abandoned their online transactions did so because their sessions were interrupted. That means we have to pay more attention to making purchase process easier; fewer pages and smoother site performance are vital to keeping customers.
Now you're ready to deliver coup de grace: Tell your visitors about your great customer service department. Splash it all over your website, because this is stuff that trust is made of. Consumers need to know there's a place to go or a number to call if they're not satisfied. Just fact that you're spending money on customer service staff proves you're not a fly-by-nighter.
By breeding trust in these ways, you can slowly but surely turn your window shoppers into e-shopaholics... giving you more time and money to go shopping yourself!
Heather Reimer has been involved in print and electronic journalism for over 15 years and is currently the Copy Editor for iGlobalMedia.com, a leading edge affiliate management company. iGlobalMedia Group works with over 30,000 webmasters and promotes some of the best gaming sites online. You can visit them and learn more about their affiliate program at www.iglobalmedia.com