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3 Customer Confidence Builders

by Justin Palmer - July 3rd, 2008

Building customer confidence in your brand is vital to converting first time visitors to your website. This post will highlight 3 customer confidence building tactics I recently discovered.

Who Just Ordered Feature

We all know testimonials are a proven way to boost confidence in your products. Email marketing company Aweber has found another way to leverage the well-known social proof buying trigger. Aweber’s Who Just Ordered feature shows, in-real time, the first name, city, and state of customers who have just signed up for their service.

This innovative feature counters one of the major draw-backs of online shopping, the lack of a shared shopping experience with other customers. For example, if I’m in a department store, I can easily see where people are going, and what they’re buying. On the web, I cannot. We all want to know we’re not the only one buying something. (I’m not the only one who sneaks a peak in other people’s shopping carts, right?)

Showing Press Recognition & Awards

While many online stores have a press page buried deep within the site, few retailers actually brag prominently about recognition they’ve received. Romanicos Chocolate, on the other hand, highlights awards they’ve received on their homepage. This is a great tactic to raise the value of the brand in the eyes of a first time visitor. Even if a visitor has never had an interaction with your company before, seeing other well known brands or people endorsing your products helps your website’s credibility.

Shipping Assurances

Questions regarding shipping and fulfillment can cloud a customer’s mind and become an obstacle for ordering. “Where does it ship from?”, “How long will it take?”, “What method will it ship?” are just a few of the common questions. For me, there’s nothing worse than placing an order, and having the retailer sit on it for days before they ship it. Kids Bargains assures customers with an ad on their homepage that orders ship quickly. Such a reminder is perfect for deadline sensitive customers who need their order by a certain date.

Seen any other tactics used by online retailers to boost confidence? Please share them in the comment section below.

Need help boosting the confidence of your site visitors? Get 3 recommendations from Palmer Web Marketing.

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4 Responses to “3 Customer Confidence Builders” by Justin Palmer

  1. Orovo Tim Says:

    For building confidence, what do you think of the idea of having a message from the site owner and a photo, like or

    Do you like it or not?

  2. palmerwebmarketing Says:


    In general, I think that’s a good thing. Anything that puts a face on the company, and gives it personality can help build credibility. I’ve even seen some companies post an email address where the owner can be contacted. This can be a great way to get honest customer feedback.

  3. Kidcessory Haven Says:

    Showing contact information, which includes a physical address, phone as well as an email contact form or address on your website will boost your website credibility.
    Please read the following exerpt from GNC Website Creations’ Website Credibility Article

    Contact Information

    How easy is it for me to find your contact information? Do you provide more than an email address? If the only contact information I have for you is an email address, it is very unlikely that I will give you credit card information.

    This is not the time to use your free yahoo email address or a post office address. For clients to feel that you are a LEGITIMATE business, they want to know:

    Phone number
    A physical address
    A business email address
    Many small business owners that are new to the Internet will tell me that they are not entirely sure they want to make the above information available on the Internet. Please understand that ANYONE can find this information out about you, in a matter of seconds, without you publishing it on your website.

    It all comes back to making a decision on how you want potential clients to view your business. I highly recommend placing your Company name, physical address, and phone number on every page of your site. Your personal name should be available on both the contact page and the “about us” page.
    End of Article

    As I am a stay at home mom who runs a business out of her house, I personally did not feel comfortable in leaving my real home address. To address this, I went to my local Mailboxes Etc and got a PO box that gives you a ‘physical’ address as opposed to a PO Box to display on my website.


  4. palmerwebmarketing Says:


    Great input. I like your tip about getting a pseudo-physical address in place of a PO Box.


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