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A recent survey by PayPal found that for 14 per cent of people, trusting a website was the most important factor when making online purchases for Christmas presents. This figure increased when looking at just male shoppers. If you think logically, you yourself wouldn't hand your money over to a website that didn't look trustworthy would you?
This is a point that has been picked up on by Michelle Strasbourg, writing for Fresh Business Thinking, who noted that building trust with website visitors is overlooked by many e-marketers when working to improve online conversion rates.
She suggests that website owners "invest wisely" in their site design, as an attractive and well thought-out page can "inspire confidence, make potential customers engage with the site and even increase the likelihood of sharing the website offers with others".
Other tips she gave included making contact details comprehensive and easy to find, adding a privacy statement so customers know how you will use their information and adding high-quality content.