According to the Gemius study “E-commerce in Poland 2024,” as many as 75% of internet users shop online. Trust in e-commerce has significantly improved compared to the previous year – as many as 55% of buyers believe online shopping to be completely safe. Last year, this figure was only 34%. Thus, we can clearly see an upward trend. However, from the perspective of an online store owner, 3/4 of people still doubt the security of internet transactions. This means a very large number of potential customers abandon paying for items in their shopping cart. This is a huge loss for e-business. Therefore, it is worth considering what actions can be taken so that an online store can convince its customers of the security of their data.
SSL Certificate
Trust in online stores is ensured, among other things, by security and quality certificates issued by independent organizations. For customers, the main factor indicating that a company has been verified is the padlock icon visible in the browser’s address bar. Even though most people do not understand how the SSL certification process works, they consider that information reliable enough to confidently use a secured website. A VeriSign study shows that as many as 93% of respondents would choose to shop at a store that displays the padlock icon in the browser’s address bar. This increases their subjective sense of privacy and gives them confidence that their data is protected. Research indicates that the conversion rate – that is, transactions that end in a purchase – rises by 10% to as much as 87% after implementing an EV SSL certificate on the site.
Company Data
Providing store contact details and information confirming the company’s existence, such as its tax or registry numbers (NIP, REGON in Poland), also plays a significant role in how customers perceive the store. Internet users also pay attention to whether the office address is located in Poland. Even if they do not verify this information or contact the store, the very fact that contact details are visible on the site reassures them that real people run it. Similarly, a live chat is perceived as a sign that the store is professionally managed and invests in a convenient customer experience. Another element that inspires trust is a clearly visible link to the terms and conditions and assurances of compliance with data processing regulations.
Trust Seals
Internet users pay close attention to all kinds of graphic symbols, and they also respond to familiar security logos such as Visa or MasterCard. The so-called Trust Badges or Trust Seals are linked to having an SSL certificate, which guarantees the security of transactions made with credit cards.
Recommendations and Reviews
Finally, although for many it may be the most important factor, other customers’ reviews are what inspire the greatest trust in online stores. Logic tells us that if many people are satisfied with the services provided by a particular store, it must truly deserve that reputation. Opinions and recommendations are sought on independent external platforms such as Opineo or Ceneo, as well as on blogs. It is therefore a good idea to encourage customers to fill out a short survey after making a purchase and to award valuable star ratings to the store. The search for recommendations on blogs indicates how crucial it is nowadays to collaborate with influencers who have considerable trust among their target audience.
Conclusion
As we can see, there are many factors influencing the sense of security online. To build trust in your online store, it is worth considering which of these factors might be most important for customers in your specific industry and implementing them on your website. Next, you should observe data in Google Analytics and other analytical tools to see to what extent the introduced changes have translated into an increase in the number of transactions.