How to Improve the Perceived Quality of Your eCommerce
Miguel Nicolás
28/05/2024
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In this post, we will show you how to improve the perceived quality of your eCommerce with simple and effective tips.
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Yes, we can make the user of our store receive stimuli that enhances the impression we project on them.First, it is important to clarify that although this might sound a bit subjective, there are effective actions we can take to ensure that customer receives an image of quality on multiple levels: brand, product, store, and experience.This has a direct effect on the profitability of our eCommerce, as we will see below.
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What is perceived quality?
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We could define it as the average level of satisfaction in a niche or market, of a certain product, service, or brand.It seems intangible and difficult to measure. However, just by adhering to more concrete parameters, we can objectively carry out this evaluation. Basically, you should consider:
- Are we dealing with a durable brand or product? Or, on the contrary, does it have durability below the market standard?
- Ethics: It is increasingly important for our brands to project corporate social responsibility and fairness in their processes. Hence, values like sustainability become selling points.
- Design/appearance: This applies broadly, affecting everything from corporate identity to the final product, including the design of our store (whether online or physical).
- Responsiveness: People do not want problems, but knowing that the company they are buying from has great after-sales service builds confidence in their ability to solve any issues. I recommend reading about Zappos case to understand this better.
These four factors, when combined, generate a perceived quality in the consumer. Although not everyone places the same importance on each factor, they collectively form a positioning in the collective imagination.When you mention brands to a group of people, you will see a general consensus that Mercedes, Toyota, or Tesla are brands with high perceived quality, even though each achieves this for different reasons. -
Benefits of having better perceived quality
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Although it is an intangible concept, the benefits are clearly visible:
- Higher conversion rates: You wll sell more and better.
- Loyalty: Customers return to quality brands.
- Price: If you raise the quality in the quality-price matrix, you can raise the price.
- Your brand or product becomes desirable.
- Brand ambassadors: Your customers become recommenders.
All these points are interesting, but the best part is that there is no downside to doing it (beyond the time and resources needed to improve the perception of quality). -
How to improve the perceived quality of your eCommerce
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Before diving into specific examples and recommendations, one last reflection: this is ultimately a matter of authority.Now, let’s move on to a series of resources to enhance the perceived quality of your online store.
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#1 – A well-designed eCommerce projects quality
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A professional-looking store is the first point you need to cover.Your products are great, but if the website does not meet minimum functionality and usability criteria, the user’s perception drops significantly.Think about it: Would you buy a product from a store with errors, that does not work on your phone, or looks outdated?Shopping is part of an experience that needs to be comfortable, simple, intuitive, and pleasant. That is why, at Oleoshop, we carefully work on our eCommerce templates, not just in graphic design, but also technically.
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#2 – Trust, trust, and more trust
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It is important to deploy all possible trust signals. This is critical for first-time users.How to inspire more trust? For example:
- Seals and guarantee logos: The most classic case is credit card and payment method seals (which work very well). If you have seals and awards from any entity (partners, authorized distributor, consumer choice…), they also add value and elevate the perceived quality.
- Working on your product pages: This goes beyond design itself; it involves taking care of product videos and photos, but also creating complete pages with relevant information that stands out from competitors. Here you can also incorporate seals, studies, or news that add value.
- About us: The most underrated page in any eCommerce, but it is visited more than you think, especially by users seeking extra trust. Take the opportunity to talk a bit about yourself, show who’s behind the project, your facilities, what led you to create this business… this generates valuable empathy.
- Social media: If you have a community behind you, make it visible on the store.
- Simplify the return process: This is one of the most important friction points. If you create a simple process, you project transparency and confidence in your product.
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#3 – Authority, authority, and more authority
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Regardless of whether you have a fashion eCommerce or a pet food store, positioning yourself as an expert or relying on expert recommendations helps elevate the perceived quality.If a designer with a certain trajectory or a veterinarian recommends a product, you feel that, even indirectly, you are getting advice from someone who knows what they are talking about. This adds value to the shopping experience.How to generate authority?:
- A blog: For me, it is essential in an eCommerce that aims to offer more. Thanks to your experts' articles, you will attract people's attention and, at the same time, gain authority with search engines, improving your domain's SEO ranking.
- Reviews: Especially within the store, customer reviews and ratings convey two different messages; the first is that people have already bought, and the second is the review itself, a basic example of social proof.
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#4 – Excellent attention during the purchase process
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If you can make the customer feel accompanied throughout the purchase process, the chances of conversion increase significantly. It is logical because, although we have internalized that online shopping is autonomous, we always appreciate pre-purchase advice, in-purchase assistance, and post-sale help.
- Use live chat or a chatbot: This creates a sense of real-time accessibility. Although increasingly common, it is still an extra feature, with a low cost and associated with higher average quality.
- FAQs or a knowledge base: Having a section where customers can resolve their doubts shows interest in their concerns.
- Transactional emails: Use these to show accessibility, from onboarding to sales confirmation or order tracking emails. When you get delivery confirmation, send an email to check if everything is correct (and ask for a review).
- Personalized tracking: Speaking of this, remember its importance. Be as thorough as possible, even personalize the tracking page instead of redirecting to the courier.
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What do you think of these tips for improving the perceived quality of your eCommerce? Will you apply them?