Trust degree of e-commerce website

Remember "http://www.aliyun.com/zixun/aggregation/6573.html" > Win in China, Guofanseng said to the entrepreneur: "What you need is not money, but investors trust in you." In the virtual E-commerce World, trust is particularly important, because if the transaction happens, we will inevitably from the virtual to reality.


in Taobao, I have a few years of shopping experience, I most value the three aspects are: Crown or diamond Sellers, the city, the price. In fact, the first two is about trust.


Some people say selling products is better than selling yourself. In fact, sell yourself, that is, establish and customer trust relationship.





Trust, in essence, is whether the results of other people's actions meet your expectations, and the expectation comes from his commitment, or the feeling he gives you.


Trust is a result, and the process of building trust is integrity. Integrity is not to say, but to make, to make customers feel. The more the "website trustworthy", the more easily lose user trust.





Trust degree is the core of promoting the conversion rate of e-commerce website. For example, there's a website that sucks, but if you know he's a high school classmate running, you might prefer it.





for conversion rates, if through SEO, the previous 200 users produced 1 valid orders, now raised to 2 or even 4 orders. Compared to the increase in traffic, improve the conversion rate more effective, staff more sense of achievement.





for E-commerce sites, Trust is a feeling of the whole. For example, the content of a large number of plagiarism peers, and the more convenient to pay the worse (users feel is a trap).


Trust runs through the user's entire purchase process, from the user's access to the site to the final departure. And at each step of the process, that is, when the user's every act of intent arises, it is presented to the appropriate element. In terms of design, the user experience.





in the composition of trust, the core is the brand, such as company brand, product brand and website brand. Brand is a kind of character, rooted in the character of leader. A company that has a heavy sales or capital operation, it is difficult to make a brand with the image of quality and service.


brand is a kind of reputation, advertising can play well-known, but it is difficult to play brand.


brand is a kind of accumulation, this kind of accumulation often takes several years.


This article is mainly the website's operability to establish the trust model, therefore excludes the brand construction outside.





In addition, the degree of trust has two aspects: User trust and search engine Trust degree, for the latter, this article also did not involve, I think, simple SEO and original can be achieved.





most things meet the 80/20 rule (Pareto principle), so in the trust model, I'm mainly talking about core, executable elements.





Trust degree static model










The
above provides a structured way of thinking and elements of trust, which can be considered independently and more effectively than I can explain.








User Purchase Process













The
above is evolved from the famous Aida model. For virtual e-business (which may not be accessible to entity companies, products, and customer service before purchase), the trust step is added because the customer is likely to dismiss the purchase idea before the next step, that is, desire. The trust step is the beginning of the transaction behavior of the user and the merchant, otherwise the website simply provides the product information to the guest, but does not have the commercial value.





In addition, the trust can also be placed after desire, because when the user takes action, it is likely to happen: to understand the product on the website, purchase at the local physical store.





in the composition of trust, more direct than the brand is Word-of-mouth, that is, the spread of repeat customers, such as friends or network community, that is, I pictured in the satisfaction, that is, the user after the real experience of purchase, it has nothing to do with electronic commerce.


According to statistics, the cost of acquiring an old customer is 5 times times that of new customers, and this is determined by satisfaction.




The four-move model behind the
is more popular and easy to remember. In essence, consistent with the previous one, it is more suitable for traditional marketing and sales.





Trust degree dynamic model











This diagram can be combined with the static model above. This model is from the user's perspective to build trust degree, the model is from the website construction, task execution angle to decompose the trust degree.





do e-commerce sites, just like doing clothing stores, customers from the front of the shop, outside the shop and the first feeling of decoration, determine whether the user left (excluding the brand factors), and the real purchase of the dress, or decided to the user's careful observation, such as the clothing itself style, quality and price. The same site, such as product introduction and price, the quality of ancillary information and readability (shopping guide staff expertise and attitude).





Trust is a whole customer experience, trust construction is also a whole, require all relevant personnel to participate in the company, such as business personnel, technical personnel, financial personnel, and even administrative staff (company introduction). So, management, that is, how to integrate this group of people, is very important.





Trust construction, not only let the guests feel trust, but also can actually trust, otherwise is a liar/profiteers. In addition to the site to provide pre-sale services to win the trust of customers, resulting in purchase, after the customer transaction, business operators should be to achieve the commitment of the site. And this, it has nothing to do with electrons.








original published in 2010-07-14