In Geno Prussakov’s book, “Online Shopping Through Consumers’ Eyes,” 83% of web users say a physical address gives them more confidence than a P.O. Box.  Almost all say that no address is a major deterrent.

Geno also notes that by a 4-to-1 margin, users prefer an actual email to a “contact form.”

Give them every way possible to contact you!

3. Privacy Policy. Is my information protected? What data are you collecting? Will I get spammed?

These are all questions that visitors ask themselves. Not having a clearly written privacy policy that answers important questions can cost you their business. In their eyes, you’re hiding something and must be a scam.

A good privacy policy lets customers know about things like cookies, your anti-spam policy, form encryption, etc. This page should be linked to from every page.

4. Customer Testimonials. You may not get emails often thanking you for your service, but when you do get a thank you, do you make use it?

The first thing is to thank them and show genuine happiness that you helped them. Then ask permission to use their testimonial. About 50% of people will let you.

Testimonials are priceless trust builders, so make sure you take advantage of them. Place them throughout your site and create a prominent “Testimonials Page.” If you don’t have any testimonials, ask your affiliate manager if you can use the merchant’s.

5. FAQ Page. Most people will never view this page, but the ones who do want answers and they want them fast! Anytime someone asks something, add it to the FAQ. Ask your friends to look at your site and think of FAQs. It will lead to more sales, guaranteed.

Any one of these missing components can cost you conversions and ultimately money. Check your site and make sure that you have all of these important pieces. If you have them, make sure they are complete and you’re using them to their fullest!

About the Author: Matt McWilliams is the Affiliate Manager at Legacy Learning Systems in Nashville, Tennessee. Legacy’s ‘Learn and Master series’ has a mission of “Bringing Personal Dreams Within Reach,” making difficult skills, such as guitar, piano, drums, ballroom dancing, and more accessible through multimedia self-education courses. Full Bio >>