Whether or not an e-commerce store will make sales is not totally dependent on the quality of its product. Customers struggle to patronize e-commerce stores for various reasons, but trust is a key factor.
Customers hesitate to buy from a store that doesn’t guarantee authenticity or secure payment methods. At the core of this hesitation is trust, which is even harder to build for online brands.
To make your e-commerce store stand out, you need to take intentional steps to earn customer trust. Walk with us as we explore why customers hesitate to buy and how After Branding can help you fix it.
Key Reasons Customers Hesitate and How to Overcome Them
Pricing Concerns: The Effectiveness of Discounts
A cheap way to build trust with a first-time customer is to offer them a discount. A discount is a way of saying, “I’m confident in my product, but I need to convince you to buy from me—so here, buy at a lower price.”
Some ways discounts help your brand stand out include:
- Offering discounts to first-time customers lowers financial risks and encourages them to try out a new product.
- Discounts create a subconscious perception of value, making customers feel like they are getting a good deal.
- Discounts encourage potential customers to try out a product, increasing the likelihood of a purchase.
- Discounts show confidence in products.
Discounts simply translate to showing confidence in your product. They subtly but powerfully compel customers to patronize you. When customers like a product—or even feel it could be improved—they are more likely to speak up if they bought it at a lower price, as a way of rewarding you for your kindness.
This creates a win-win situation—you make sales while also getting valuable feedback that can help improve your product!
Low brand familiarity
To even offer discounts, customers must first know your brand. A well-known brand will attract buyers whether they offer discounts or not.
Imagine you’re approached by two salespeople selling body cream—one from Nivea and the other from a small, unfamiliar brand. If you had the means, which would you choose? Exactly—most people would go for Nivea, even if the unknown brand offered a discount. That’s the power of familiarity.
To make your target audience aware of your brand, you need to be consistent with marketing. By showing up regularly, your brand becomes more desirable and sparks curiosity. And when combined with our first strategy, a discount helps clears doubts and drives sales.
While consistency matters, brand identity is just as important. Sticking to a typography, logo, color scheme, and theme across all marketing channels makes you recognizable. They work hand in hand—a strong identity makes your brand easier to find, while consistency builds trust.
Lack of reputation and trust
While familiarity boosts visibility, it is not enough to keep your brand afloat. Social proof helps customers connect with your brand. People want to see that others trust your products—and the best way to show that is through reviews and social media presence.
As an e-commerce store, being seen isn’t enough, you need to give your customers a need a reason to believe in your brand. This is where you leverage social proof to erase doubt and reassures potential customers.
Encourage customers to drop reviews and feedback about your product by sending follow-up emails or messages after their purchase
Display reviews on your website, social media, and other marketing platforms to strengthen credibility and attract more buyers
Customer reviews play a crucial part in getting new customers to buy your product and boosting your brand’s reputation
Unclear product need
Customers will only buy products they believe they need. Sometimes, they don’t realize they need a product until they read the description and copy attached—that’s the power of an effective storytelling strategy.
Product descriptions play a major role in determining sales. They should be clear and compelling, while addressing the pain points of buyers, increasing the likelihood of a purchase.
Sharing stories from satisfied customers who have used your products to achieve success helps in communicating the value of your product to potential customers.
Creativity is key when advertising your product. Develop blog posts, videos, and guides that explain how your product solves real challenges.
Functionality concerns
Before marketing your product, ask yourself, “How does my product solve customers’ problems?” Building a recognizable brand is important, but getting repeat customers is even better—it shows they’re getting value for their money.
Offering discounts to first-time customers also demonstrates confidence in your product’s quality and effectiveness.
Once your product delivers on its promise, customers are more likely to return for another purchase.
It’s simple: sell to them at a lower price now, and they’ll come back later—at full price—because your product worked.
Conclusion
Although customers may hesitate to patronize an e-commerce brand, you can create an irresistible one with the right strategies. From offering discounts to ensuring your product meets customer needs, building trust is a gradual process.
At After Branding, we specialize in building trust, attracting loyal customers, and increasing sales—because we know branding can make or break your business.
We create strong brand identities that make you irresistible and easily recognizable.
We craft product descriptions that drive engagement and conversions.
Our marketing content keeps customers engaged and coming back.
Want to reposition your brand in the e-commerce space? Now’s the time to partner with us.
Book a free consultation call today and take the first step toward building a powerful e-commerce brand.
