Something more meaningful to your customer than relevancy is trust. If a customer doesn’t trust you, then you stand no change of having them buy from you. This even holds true for retailers selling on eBay or by posting ads on Google. In fact, some people just don’t trust eBay sellers in general.

A recent study by the Foresee Institute found that only 49% of Internet users in the US are willing to use online payment methods like PayPal and Google Checkout. Now, if they distrust integrated security systems like these, then this gives you an idea of how much it will take for you to build trust.

So how can you offer your customer a safe shopping experience? How can you make them feel comfortable enough to buy from you?

Well whether it’s online or in a store, people find it easier to purchase when they have the option of returning the item. Including a money-back guarantee on your site can significantly impact on your customer’s decision-making. This guarantee helps build up the feeling of trust and comfort, making it easier for you to convert your website traffic into customers.

Money-back guarantees are actually required by European-law, so if that includes you, then why not use this point as a sound marketing argument in your campaigns?

By stating you promise a no-risk money-back guarantee for your products – you’re being fair, honest and you sound trustworthy. It may also be a good idea to add the “money-back guarantee” into the shopping cart by default, making it a central focus of users.

These considerations will help you to build up a trustworthy environment for your customers and customers are much more likely to return somewhere they trust. Chances are that they won’t actually need to take advantage of that money-back guarantee anyway. But just by putting the safety net in place, you will find that you catch yourself a whole lot of traffic that converts.