Daniel Burstein

Ecommerce: Building online trust before customers click over to your competitors’ sites

December 23rd, 2014

All marketing is built on trust. Without trust, customers won’t subscribe to your email. They won’t open. They won’t click. And they certainly won’t buy.

Keeping this in mind, I interviewed Craig Spiezle, Executive Director and President, Online Trust Alliance, about security, privacy and consumer protection. I’ve also and provided tips on how you can build trust with your customers.

 

“Privacy policies were written by attorneys, for attorneys,” Craig joked. “And you need three attorneys to figure them out. It’s a great job enhancement thing for the legal profession. It does nothing for consumers.”

He also discussed:

  • What you can learn from the top 10 websites when it comes to building online trust (from 500 ecommerce sites, 100 banks, 50 social media and 50 news and media sites reviewed by an algorithm with 50 data points)
  • Why trust and security are an operational discipline, not just a technical issue
  • The need to be more transparent in privacy policies
  • Having phone scripts ready for customer service in case you have a data breach
  • Moving from a compliance perspective (what do we have to do?) to a stewardship model (what do customers expect?)

 

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Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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