Cautious customers love finding trusted reviews and recommendations online. They want to gather as much information as possible. This gives them confidence to trust the product or service and reassures them that it will deliver on its promises. They’re easily spooked. They’ll quickly abandon a purchase if something doesn’t feel right, especially when it comes to entering sensitive data, such as payment information.
See our top business tips on showing your customers they can trust you:
Customer Insights
How to understand cautious customers
Need more customers? Learn how to engage with cautious customers, get tools to help you reach them and make it easy for them to buy from you.
What are cautious customers like?
Customer engagement tools
Accumulate positive reviews to help convey reliability, build a sophisticated website that looks trustworthy, and use well recognised payment providers to show your partnered with secured services - see some of our suggested tools and services to help engage and build the trust of cautious customers.
Trustpilot
We’re Trustpilot, the world’s most powerful review platform.
Wix.com
Create a website and manage your brand with Wix. Sell products, get booked online and grow your business.
Traits of cautious customers
- Measured
- Patient
- Reliant on facts
- Values detail
- Needs transparency
I want the facts so that I can make an informed decision
Paul, cautious customer
How to get the attention of cautious customers
- Cautious types pay attention to detail. Don’t make any statements that you can’t back up with proof or known facts.
- Improving their knowledge and understanding is a great way to engage the cautious customer. It’s important to be found in the right places and for you to be associated with other credible businesses or sources they value.
- Give them facts and data, be open to questions and be accurate and logical with your answers.
- Easy lines of communication, such as email or a question box embedded in your site, will make them feel confident they are buying the right product.
How to persuade customers to spend
- Make sure your payment system is familiar and straightforward. What systems or brands would they trust with their personal payment information? And remember to ensure your payment system is PCI DSS compliant.
- Flag up positive reviews and experiences on your website to boost customer engagement - but remember, keep navigation simple and don’t bombard them with too many marketing messages.
- Comprehensive product or service information is key. Voluntarily comparing yourself to others can be helpful.
How you will lose them
- You hassle them with too many pop-ups, ads or requests.
- You’re too vague or wordy.
- They don’t get the answers they need.
- You’re too familiar and intense.
- They don’t see you as credible.
Other customer types
Social Customers
"Communities are important to me and so is your opinion - but I also want to have my say."
Loyal Customer
"I like sticking with the same brands and companies because I know I can trust them."
