7 Info Pages You Need To Win Your Customer’s Trust

You are a scammer. At least, your potential customers are worried you might be. To prove yourself as a trustworthy merchant worthy of business, you need to prove to your customer that they can trust you. If not, they will be too apprehensive to make a purchase.

You do that by having well-written informational pages. When customers visit these pages, subconsciously they are looking for information to affirm your credibility, because right now, they’re not convinced. So if you have About, Contact, FAQ, Shipping, Terms, Privacy Policy, and Returns Policy pages with a rich level of information, you can present yourself as trustworthy to any visitor doubting your credibility. You are reassuring your shoppers that they can trust you.

Here’s how to give them what they want:

 

About Page

 

The Neilsen Norman Group, a User Experience research group, conducted a study on the “About Us” information on websites. We recommend reading the study to get an in-depth understanding on About Us pages- they even have a 253-page report with design guidelines. What they suggest is this:

  • Offer a clearly visible link to your About Us page on the homepage. Users should not have trouble locating company information.
  • A tagline on your homepage- a few words, or a brief sentence summarizing what your business does.
  • Summary – 1-2 paragraphs at the top of the About Us page, offering more detail about your organization’s goal and main accomplishments (check out this article with 51 mission statement examples from the world’s best companies)
  • Fact Sheet – elaborate on they key points in your About Us page, and other essential facts about your organization.
  • Detailed Information – links to subsidiary pages with more depth for people who want to learn more about the organization.

This should be written for scannability and conciseness, and written in a plainspoken voice.

Again, check out the Neilsen Norman article for examples and more in-depth information. A fantastic resource for User Experience research.

 

AN INFORMATIVE CONTACT PAGE, EMAIL, PHONE, ADDRESS

Most people leave the contact page as just a contact form and that’s it. Don’t be like them.

Why would someone come to your contact page?

Because they need help, they have a question, want to return something, want to see where their nearest store is, or maybe the want to call and see when you close.

Make this information easy to find. Otherwise they’ll head to your competitor who has all of this info readily available.

Also remember to say when they can expect to hear back from you. An example would be:

“Fill in the form below and get a reply back within 2 hours.”

THEY WANT TO KNOW:
Your mailing or physical address
Store locations with a map
Your phone number
Your hours
Link to your FAQ regarding shipping & return queries
A timeframe they can expect to hear from you (e.g. within 24 hours)

 

A DETAILED SHIPPING PAGE

 

This will be one of your most visited pages. So don’t leave anything to question.

Your customer doesn’t want to add something to their cart then have to add their details at the checkout to find out how much shipping will cost.

It’s too much effort.

And they’ll just go somewhere else. Especially if they know what your competitors shipping costs are.

they want to know:
How much shipping will cost
Do you offer free shipping?
Where you ship to
When their order will be sent
When they can expect to receive it
Will their order be tracked
Where it’ll be sent from

 

A RETURN & REFUND POLICY

 

RETURNS, REFUNDS, GUARANTEES, EXCHANGES. Because Shopify allows you to automatically generate this information, doesn’t mean it’s ready to show the world.

You need to go through it and edit it to suit your store and your own policies.

You will find a lot of areas that say “(if applicable)” after the heading. This is for you to remove. It does not apply to the customer.

Make your return process easy to understand. Let them know how many days they’ve got to bring up an issue with you. Do you replace faulty products? Do you accept opened products?

Describe your refunds process. Do you offer refunds? Do you have a ‘risk-free-money-back’ guarantee? If so, do they need to pay for shipping the product back to you?

When can they expect to receive their refund? Do you allow exchanges for other products in your store?

THEY WANT TO KNOW:
If they change their mind, can they return it?
Do you accept returns?
What’s your refund process?
How long do they have to raise an issue?

 

A TERMS OF SERVICE

 

WHAT THE CUSTOMER AGREES TO. Another generated block of information provided by Shopify. The information Shopify generates is fairly standard. A great starting point but definitely not a finished product.

Like the Return & Refund policy, you’ll need to read through it to make sure it aligns with your brand and how you do things.

Not many people will visit this page. Only the ones who need reassurance that they aren’t selling you their soul.

 

A PRIVACY POLICY

WHAT YOU DO WITH THEIR INFORMATION. This information can also be automatically generated within Shopify.

It tells your website user what you do with the information you collect from their visit.

The privacy policy outlines that you use Shopify and the type of security that Shopify supplies.

It also explains what cookies are stored and how they can delete them if they wish.

 

A To THE POINT FAQ

A round up of your info pages. Your FAQ should be clear, concise, and informative. Not long-winded walls of text.

It should include the questions you think your shopper might have, as well as questions that customers have asked in the past.

Give short answers and link to your pages for more information.

THEY WANT TO KNOW:
Where you ship to
How much shipping is
How to contact you
Your return policy (e.g. 30 day money-back guarantee)
Your refund policy (what happens if the product is faulty)

Put your info into action
You’ll win customers over by giving them what they want – enough info to know they’re making the right choice buying from you and not your competitor.

You can generate your Terms, Privacy Policy, and Refund information from within your Shopify store. In your admin go to Online Store ➔ Checkout. Scroll down and you’ll see them there.

 

REMEMBER
Copy and paste this information on to a page, otherwise your shoppers can’t see it other than at the checkout.

NEED HELP?
Not a problem. Get help with ShopHelper.

Stephani Lord-Harman
Marketing Copywriter

Written.

by Joe Coles
April 25, 2017

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