
1.
Get their permission
72% of non-internet users believe the internet threatens their privacy. And 71% of consumers fear becoming a victim of cybercrime or identity theft. So there are significant steps to make in gaining trust and offering reassurance to those new to ecommerce. One of the fundamental steps in building trust between your business and your customer is getting their permission to contact them. And by contacting recipients who haven’t explicitly asked to receive communications from you. You could even be breaking the law. So be sure to give people the option to ‘opt into’ the marketing communications they want to receive. By doing so you won’t be breaking the law. But you will be building the foundations for a long term relationship with your new customer.
2.
Offer a warm welcome
Once you have gained permission, you can offer your potential customers a warm welcome to your business. An excellent way of doing this is to send a welcome email or campaign. You can keep it short and sweet. But consider offering them some insight into your brand. Set expectations of any future communications they will receive from you. And offer further contact details for those who aren’t yet comfortable communicating purely online. As an extra sweetener. Why not off a discount as a little incentive to keep buying?
3.
Clear communication at every step
The first steps into online shopping can seem like a daunting experience. So to reassure your new customers, make sure there is no room for concern, confusion, or abandonment. That’s why it’s important to clearly communicate every step of the way. From ensuring that the journey on your website is well labelled, to keeping your forms simple and succinct. From order confirmations, through to delivery updates. Remember. The goal here is to provide a straightforward and enjoyable experience for your new customers so they keep coming back. Not just to bag an immediate upsell, cross sell, or referral. So make sure every communication is clear, and concise. Don’t overcomplicate things with too many messages, images, or offers.
4.
Personalisation
For those used to a friendly face in a high street store, online communication can feel strange, detached, and even overwhelming. Personalisation is a great option to help these customers feel more welcome in the online environment. And the possibilities are endless. You could start simple by using first names in emails. Referencing their previous purchases. Offering related items. Or by sending an anniversary email with a special discount. All of the above are simple tactics that can go a long way to making your new customers feel valued.