When a potential customer reaches that final step of the conversion process they are at a delicate moment. This is the point where they have to hit the send button. It’s the moment where they will be sharing their personal information over the Internet. These days the average consumer is much more comfortable buying online than they were even a few years ago, but many people still have some apprehension about buying over the Internet. It is our job as business owners to do everything possible to make the consumer feel comfortable.

Add Assurances to Your Calls to Action.

One way to help make it easier for your customer to hit the buy button is by adding points of assurance to your calls to action. An example of this would be Best Buy’s shopping cart. To the right of the cart is a banner that shows that items bought online can be returned by mail or in-store, they have their privacy policy, and online chat options.

Best Buy is showing at the point of commitment that many of the fears of buying online are addressed. Most people worry about the hassles of returning online purchases. Best Buy allows online purchases to be returned in-store and they point it out at the point of conversion. If the customer has concerns about how their information will be handled, they can click on the privacy policy. If they need help making their purchase, they can very easily click on the online chat option and get their questions answered.

Make it Easy for Your Customers to Buy

The number one goal of a business website is to make it easy for your customers to do business with you. Part of creating an easy online experience is addressing your customers’ fears. Points of assurance help you calm those fears when your customers are most vulnerable.

Have examples of points of assurance? Share them with us below by posting a comment.

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