Recent research from the PEW Internet and American Life Project says that while more than half of Americans (66%) that are online have made a purchase online, three quarters of them (75%) either agree or strongly agree that they don’t like giving out their credit card and other personal information online. So, what does this mean for your retail business and taking it online? Does Internet users’ skepticism of the security of their online information prevent them from actually making purchases? And, more importantly, is there anything you can do to ease this concern?

Most online Americans surveyed agree that shopping on the Internet is convenient for them (78%) and saves them time (68%), but a general perception of online shopping leaves them concerned about their personal information.

Still, numbers suggest that being online is becoming more commonplace and more essential. Almost all Americans surveyed (93%) have done something related to e-commerce online at some point, and about one quarter of users do something related to e-commerce online each day. Among other uses, this e-commerce activity breaks down between people researching products (81%) and purchasing products (66%).

Contradictory as the figures may seem, Americans are moving toward shopping online. Even if they aren’t buying online, they’re starting online. Research shows that more and more in-store purchases today start online with research. While you’re waiting for the e-commerce industry and perceptions of it to evolve as a whole, there are some simple things you can do to your site to make you and your business appear more trustworthy and credible.

• Make it easy for potential customers to contact you.
• Keep your site up to date so customers know you’re still around.
• Show an address or mention key staff members, so customers know you’re a real company.

For more details on making your e-commerce site one that will ease customers’ concerns, see our post:
Don’t Judge a Book by It’s Cover…Unless It’s Your Website

This entry was posted on Friday, February 29th, 2008 at 2:51 pm and is filed under Web Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.