Keeping a steady influx of new visitors coming to a website is always important, which is why there is so much attention paid to optimization and page rank; however, keeping existing visitors coming back is equally important. When viewers come back time and time again, the chance of conversion is certainly increased as is the value of repeat visitors to increase optimization efforts. It is such a positive message that searchers have come to trust a specific website as a source for whatever was needed.
Gaining Trust
The best way to gain and maintain happy, trusting customers is to provide a feeling of caring. An attractive, easy-to-use website that presents all information needed to make purchasing decisions and then standing behind the purchase with any needed assistance is the best way to build trust. In essence, trust involves just being an honest businessperson who lets existing and potential customers see the effects of that trust at work.
Establishing a relationship with website users by replying to emails, comments and any other communication is a great way to make customers know that a company is trustworthy, that there are actual people behind the monitor that can be reached if necessary. Think about trust from the customer's viewpoint, compare it to how a business must trust a supplier or other company to do the same thing.
Keeping That Trust
It must also be acknowledged that after gaining a customer's confidence, it can take very little to lose it. To maintain a good relationship with repeat customers requires continuing to provide good service and recognition. Whether online or offline, it will be noticed if service excels only before the sale and not after it, sending a negative message that customers are only important up to making a purchase. This should be avoided; it is vital to be there for customers during the purchasing process, afterwords, and anytime.
Replying to comments, social page posts and emails promptly are essential to maintain good relations with anyone interested in what a company has to offer. Yes, it can be time-consuming; however, it is a fact of doing good business on the internet. Designating necessary resources within a company to handle daily comments and emails may be necessary if there are enough to keep someone busy all day. It may be time to create a customer service position to better maintain website requests in order to promote and maintain customer trust.
Benefits of Trust
The main importance behind website trust and the credibility it creates with customers is that trusting customers tell others; traffic increases through social shares and word of mouth and the process positively continues if a similar fashion. Conversely, when a user has any problem such as a difficult time using the website or information requests ignored, negative words fly even faster and do even more damage. A customer who fails to get replies to questions sent through the website - or even worse, ends up having some kind of problem that is not resolved satisfactorily - is most assuredly not going to buy again and most likely relays such bad experiences to other potential customers. The way to avoid all of this is to keep websites properly functioning, provide easy means for customer contact, and be diligent in responding and keeping communication open.
Most of this information is just basic good business sense, with a few specifics that apply to internet-based companies. The moral of the story is the value of being sure that customers and clients have the same experience online as any good, honest company would provide in a store in order to get and maintain people's confidence. Trust goes a long way, especially when it is being asked for essentially sight-unseen; standing up to the challenge of being trustworthy in all ways is the only way to make and keep happy customers!
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