Interesting snippet from Forrester European research in 2006 suggests that of the people who aren't actually shopping online, the majority avoid ecommerce for two major reasons: They want to be able to see what they're buying and they're worried about financial security.
For retailers and ecommerce site designers I'd suggest this means two things
- Focus on better product display: Thumbnails leading to high quality pictures. Clear descriptions and specifications. Zoom functions. Rotatable 3D views. Size and specification comparisons. What about even video with people displaying and discussing the product particularly for higher end items? Finally why not provide free try and return on products the user is not happy with - similar to catalogue selling. Basically make it easier for people to take the risk of buying a product they haven't physically held.
- Improve the security messages on your websites: Have clear, prominent and easy to understand safeguards to build user confidence. This is not about a simple FAQ page, but an active marketing campaign on the home-page that draws visitors into knowing more about your commitment to their privacy and financial safety. Invest in fraud detection and management software and develop dedicated customer service functions that not only deal with security issues but also field calls and build dialogue with nervous customers.