Online traders whose websites appear small to the point of being unknown aren’t just missing a marketing trick if they expect to turn its visitors into their customers.
Research from PayPoint.net hints they may be in need of a serious sales and security lesson too, as anonymous-looking sites put people off from parting with their cash.
In fact, only three per cent of buyers said they would trust a small trader with their money, and 80% would be ‘suspicious’ of the security of such unknown companies.
Consumers were apparently worried about their own security as well as the host company’s defences against fraud, according to the research, seen by the Mail on Sunday.
Paypoint’s managing director Alessandro Hatami told the paper that small online firms must do more than large firms to ensure the safest possible customer experience.
“The safer customers feel,” he said, “the more likely they are to visit again.”
A multi-layered security system for customer checkouts was advised, such as using two sets of checks, which can reduce the risk of fraud and remove liability for fraud from the seller.
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