etailology

Quick! What are ten ways you can convince customers that you’re a better place to shop and worth paying more?

1. State clearly, in one sentence, why you are better and different from the competition.
2. Highlight how many products you carry, and how many are in stock.
3. Point out your simple/cheap/easy/quick shipping policy.
4. Ditto on the return and customer service policy.
5. Link to some real content about how to best select products from your catalog.
6. Link to an independent web site where they discuss what a great retailer you are.
7. Load up on certifications and seals: Bizrate, HackerSafe, Verisign Secure, etc.
8. Use photography which isn’t stock. Feature pictures of real customers, employees, or spaces from your business.
9. Mention how long you’ve been in business, how many customers you’ve served, or how many generations the business has been in the family.
10. Provide a clear path for the new customer, the returning customer, and the customer who has a problem or issue with your company.

Easy, huh? Now ask yourself… how many of these are you doing on your site right now?