As well as providing a clear first, low-risk step into your world, bolster any new customer's foot-in-the-door task with some communicating that 'most existing customers started this way too'. This could be a membership tier, order amount or frequency or simply a first engagement with your brand (i.e. signing up for your newsletter before buying any products you've for sale).

Where can you provide reassurance that new or potential customers are taking the right step down a path trodden by many before them?

Start small. Start social.