Lean heavily on social proof
It’s one thing to promote your own product, but shoppers will only value your word so much due to your obvious bias. If you want them to trust in the copy you’re providing, you need to turn at least some of it over to people who lack your bias: specifically previous customers. By making room on your store for positive quotes from your contented customers, you can offer a compelling reason for a stranger to put their faith in your business.
And while those testimonials won’t collect themselves, you can prompt and motivate them fairly easily. Just create an email template requesting a review and offering an incentive of some kind (perhaps a 10% discount voucher) and use it to efficiently contact everyone who’s purchased from you. Not everyone will bite, but enough will for it to make a difference.
You can use the feedback to inform other elements of your site, too, from website layout to new product suggestions. After all, it helps you understand entire customer journeys instead of just small snippets. Ecommerce expert Guido Jansen uses a background in cognitive psychology to bolster sales, and had this to say during a 2019 interview with Cloudways:
“Adding user feedback […] tells you WHY people are behaving that way, which makes it much easier to interpret the data, and not only optimize for short-term behavior, but also for long-term engagement with your website.”
Factor in the ease with which modern frameworks (particularly open source ecommerce platforms) allow for integration with services like Trustpilot, and you can create a slick pipeline for gathering vital social proof. Be sure to place your reviews near your CTAs for maximum impact, though: there’s no point in having glowing reviews if they’re missed.