How to Use Trust Signals to Drive E-commerce Conversion

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Trust signals are some of the most essential aspects of running a successful e-commerce store. We want our users to feel secure while on our site. According to buySAFE, 81% of online shoppers feel concerned when shopping on a site they are not familiar with. This reality undoubtedly has an impact on our conversion rates. So to ensure optimum conversion, we can leverage trust signals to provide our users with a much needed sense of security.  

Graph showing top e-commerce fears for users
Data source: SiteJabber

What Are Trust Signals?

Trust signals are all the elements of our sites which assure our users that we are reputable and reliable. They help users make the decision to purchase, because they can be sure they will get what they’ve paid for.

Here are 8 Ways to Drive Conversion Using Trust Signals

1. Ensure High Website Quality

Your website is your shop front. Imagine you were facing two brick and mortar stores. Both of these stores are selling similar products at the same price. But one of the stores has the lights on and people inside ready to welcome you into their well-planned establishment. The other store looks dark and shabby, and you can’t see anyone inside. Which website equivalent do you want your e-commerce store to be? 

Assuming you said the first, we’re on the same page! In the Your website should be as appealing and as easy to experience as a meticulously designed physical store. Some of the things which improve your website quality, boosting conversions are as follows:

  • Page Speed: An extra second loading time could result in 7% less conversions
  • UX Design: Design your store with the user in mind
  • Language Accuracy: 42.5% of UK consumers who took part in a London study said that poor grammar and spelling would negatively impact their opinion of a brand online. 
  • High Quality Images: These can be even more important than product reviews for according to a study done by MGD Advertising.  So avoid using repetitive stock images, but don’t forget about your resolution. The quality should be good, but not so good that it harms your page speed. 

2. Have a Complete About Us Page

It’s difficult to trust someone you don’t know. Asides from a great first impression with your high quality website, an About Us page will help you form a relationship with your user as they learn more about your mission and your values. It’s also a good idea to share your company roots, so your user can appreciate the background and meaning behind the development of your store. 

It’s also good to note that adding pictures of your team as a visual insight into the authenticity of your brand will work really well to make your site more personable and memorable.  Let them know they contact you as not being able to talk to someone is one of the biggest fears listed in the graph above.

3. Show Trust Badges

Trust badges/seals are a third party confirmation that your company is legitimate. Having a logo such as these below is of the most recognizable ways to signal trust. A study done by the Baymard Institute asked participants, “Which badge gives you the best sense of trust when paying online?”

Speaking to the team here at Qreuz, we also recommend showing well-known and trusted brand badges, such as PayPal, Google Star Ratings, and a visible SSL certificate. Which leads us to the next important point for driving conversion with trust!

4. Secure with SSL Certification

Potentially an obvious one, but it’s worth a reminder. An SSL certificate will give you the padlock icon beside your web address. These encryptions protect your users sensitive information.

It also keeps data secure between servers, as well as enhancing customer trust. One of the first things I learned about using the internet was to always look out for that padlock and the ‘s’ for ‘secure’ in ‘https://’. You can get a free SSL certificate with Let’s Encrypt, which is a non-profit certificate authority run by the Internet Security Research Group.

5. Utilize Social Proof

The concept of social proof in e-commerce is the idea that our purchase decisions are influenced by those of others. For example, if four out of five of our friends shop somewhere, we are more likely to shop there too. We can utilize social proof on our sites by including such things as ratings and recommendations. Here is an easy way to integrate your Google reviews onto your WooCommerce store. 

Another benefit to using social proof on your store is adding a sense of urgency. Sharing a message similar to; “4 other people are viewing this size” could instill a fear of missing out, leading your shopper to conversion. Also the reminder that other people are interested in or have bought the same product validates their own want to buy it. 

6. Engage on Social Media Accounts

Your social media accounts are a great tool to display your brand voice and personality. You can also interact with your users and casually share company updates and promotions with them. Active, personable and up-to-date social media profiles are key to building trust around your e-commerce brand. 

Your social media accounts could also link in with the social proof theory. The more people who like or follow your stuff on social media, the more visible you are to their friends and your stronger your brand trust will be. 

7. Clear Shipping and Return Policies

As well as being a legal requirement in some countries, having clear and visible shipping and returns policies could turn an uneasy user into a confident customer. Some users are nervous about damaged goods, the ability to track their order and what to do if it’s not what they expected. 

If after browsing through your high-quality site, reading good reviews and seeing your active social presence, a potential customer is still apprehensive about purchasing, a clear shipping and returns policy will give your user the last bit of security they need to complete the transaction. Cart abandonment rate is one of the key metrics to analyse when judging your store’s performance. Find out more about the metrics to pay attention to here.

8. Have a Clear Privacy Policy

Another layer of transparency and trust can be generated through an accessible privacy policy clearly stating how the user’s data will be managed. Show your user that you value their data as much as they do. This will aid in your attempt to build trust. 

How to Lose Trust in your Brand

As well as simply doing the opposite of what I have listed above, there are also some bonus tips of things to avoid in order to have a trustworthy e-commerce store. 

Avoid Content with Clickbait Titles

You don’t want your user to associate your brand with saying one thing and being another. 

Avoid Not Responding to Negative reviews 

Use unfavourable reviews as an opportunity to showcase your fantastic customer service. 

Avoid Not Clearly Displaying your Physical Address or Contact 

Users want to know that you are a real entity and an anonymous contact form does not comfort them.

In Conclusion

We all have the best of intentions when we set up our digital businesses, the real challenge comes when we try to get users to our store and convert them into customers. Paying attention to all the aspects mentioned above will set you on a good path to building trust within your target market. 

We’d love to know what you think are the most important trust signals you implement on your site. Let us know in the comments below. 

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