A nascar page instills trust and authority to a potential customer. Every fledgling to medium sized e-commerce site needs a good nascar page - a page that's plastered with banners from every news outlet, ssl authority, and online business certification it can find. Large online companies like Amazon, EBay and Travelocity don't use a nascar page because their brand is already well known, and they don't need to convince the customer to buy.
The problem with Internet stores is that you can't hold the customer's hand and make them feel comfortable. You don't have anyone in front of the customer to answer questions and concerns, to gauge the mood of the customer and lead the buying process in the proper direction. A nascar page is a great way to convince the customer that you won't take their credit card number and go on a spending spree down the Mexican Baja (which actually has happened to me... but that's another story), or send them a counterfeit, or not send their items at all...
Here are some top-notch nascar examples:
Godaddy
Right Now
BasecampElanceHow to build a nascar pageWhen you're first getting started, just sign up for as many trust authority sites as you can find. Sometimes I'll put a government program seal (with appropriate link) on my pages. Here's a list of places that will allow you to get started:
http://www.ftc.gov/infosecurity
http://www.getnetwise.org
http://www.staysafeonline.info/
http://www.paypal.comIf you want to pay for your customer's trust, try these guys:
http://www.truste.orghttp://www.verisign.comhttp://www.bbbonline.orghttp://www.scanalert.comOnce you've got a good start, you just need to work on getting press. Get into a couple of news stories - or high profile blogs.
It works! Put the time in to make your surfers trust you, and you'll be rewarded with their purchase. Remember - that's the greatest downfall of e-commerce, and the greatest strength - authority and trust is conveyed through your customer's 800x600 pixel screen.
Labels: online marketing