The online environment is full of risks like theft, privacy breaches, and other security issues.
This is also the reason behind cancelled orders, and abandoned carts.
This stated, it is evident that establishing trust in your platform is one of the most necessary tasks that you should do in running your site.
One way of making your site look and feel credible is through trust signals.
These may be through visuals, texts, or both. This is also our topic for today.
In the next sections, we are going to discuss 8 important trust signals to improve your conversion rate.
1. Guarantee Logos
Guarantee logos are one of the most common forms of trust signals.
Almost every e-commerce site, whether they are offering products or are service providers, have badges somewhere in each of their website’s pages.
This is a good trust signal to assure your customers that they don’t need to worry about committing to faulty services and ineffective items.
Moreover, this also sends a message that the company is confident about what it sells.
Here are some guarantee badges that you can integrate:
- Money-Back Guarantee
This type of guarantee assures that within a specific period of time, customers can file for a refund if the product or the service doesn’t please them. The guarantee’s availability fully depends on the company but usually, this is good for 30 to 90 days upon purchase.
This may complicate your earnings somehow, but this is an effective way to boost sales.
Warranty is quite similar to a money-back guarantee except that this involves taking care of possible issues in the future instead of refunds. This also lasts longer, 1 year at the smallest.
Another difference of this is that this is only applicable to tangible goods such as appliances, gadgets, and the likes.
- Satisfaction Guarantee
Satisfaction guarantees, on the other hand, does not require any type of action from the brand. All these needs are to show the average satisfaction rate of your past clients to help potential buyers in their purchasing decisions.
Here, the higher the satisfaction level, the higher chance of attracting leads, and generating sales.
You should consider placing trust badges on places that can be easily seen but at the same time, does not interfere with your site’s contents.
For example, you can place it on the footer like how others do.
You can also show it in the checkout page, and product catalogue.
There is no need to pay someone to create your logo.
You can do it yourself with the best logo maker tools if you want to.
2. Social Proofs
Moving on, another trust signal that will be helpful in your goal is social proofs.
This involves making your brand and community recognized.
To be specific, below are some social proofs that you can use:
- Ratings and Reviews
If a customer totally has no idea about the product and is still indecisive, the first thing they do is to look for the statements of those who purchased in the past.
To influence their decision, instead of letting them navigate to another site, you can take the responsibility of providing reviews on your website for an easier reference. Keep in mind, however, to only put real reviews, and to refrain from bot-generated statements.
- Team Certifications
If you’re a team of service providers, what better way is there to convince potential customers than to show what you are capable of? You can do this by showing the people behind your company and giving brief details about their expertise, background, and their credibility.
- Social Networks
Of course, you should also use this as an opportunity to promote your socials. This can include Facebook, Twitter, Instagram, LinkedIn, and any site that they can direct to in reaching you. Aside from this, you can also put contact forms for an easier reach.
There is no limitation as to the maximum number of social networks you can have but if you are just starting out, consider handling according to your ability. On the other hand, you can also hire a social media manager to be more socially available.
Using social proofs as trust signals do not only help in boosting your conversions. This can also contribute to engagements. Moreover, the effective use of this can also help your brand stand out against its competitors.
3. Associations and Partnerships
Being open about who you’re working with can gain a new set of audience, and almost instantly earn their trust.
Imagine this: if your most trusted brand sets up a partnership with another company, won’t you be in the impression that they are in the same values and objectives?
This is the point of this trust signal. It is a symbol of trust and loyalty.
To make the most out of this, it is not necessary that your associations should be big and very famous.
Instead, you should base on how their niche relates to yours, and what they stand for.
This way, you can build relationships whilst not putting your reputation at stake.
Don’t forget to make some research about a company before partnering with them.
Make sure that there are no proven fraudulent issues and the likes to avoid being linked to such issues.
4. “Featured By” Trust Signals
For this trust signal, you need to look at your publicities.
This pertains to materials that recognize you as a legitimate company.
This includes, but not limited to:
- Newspaper Articles
- Magazine Features
- Blog Mentions
- Video Features
- Film Cameos
This is beneficial in increasing brand awareness.
Consequently, this will affect the people’s views regarding your company which can boost its image and make a good name.
If you manage to achieve this, then gaining trust from your audience will be easy enough.
Of course, you don’t have to just wait to be featured.
This will cost a lot of time and it may not even happen at all.
Instead of this, you can search for brand ambassadors and influencers that will be willing to try out your product or service for free in exchange of featured contents.
Another thing that you can do is to find actual writers and publishers and get them to write about you by providing exceptional information about your company’s capabilities.
5. Community Memberships
Some companies organize communities to help users communicate with each other.
This is like a forum discussion and focus groups that are specifically about your company and what it offers.
Here are the platforms where you can organize your community:
- Social Networking Sites
Most sites allow users to create groups and add members to them. This is one of the most basic ways to form a strong community because it can be done in just a few clicks. This is also accessible so you don’t have to worry about others finding difficulty in participating.
The downside of this, however, is that you will need extra promotions for your users to be aware of your group.
- Your Own Website
You shouldn’t miss designing a page specifically for discussions. This is easy to access because it is on the same platform as your store. This is also a good source of engagements and leads because you can require them to register and sign in through their emails before accessing the group.
- Bespoke Application
If you’re on the more advanced site, you can consider developing an application version of your site. This can be for your store only or create a separate one for forums.
The great thing about building communities is that you can focus on both the existing and potential customers. This means that aside from earning new sales, you can also promote repeat purchases.
6. Payment-Related Signals
Symbols that represent trust are financial ones.
One of the most important elements in e-commerce is the sales process; there is no doubt about that. The problem, however, is this is where major problems lie.
No matter how good and convincing your website is, if there is no way that you can prove the safety of purchasing, you still won’t get conversions.
To solve this, you should pay attention to payment-related trust signals.
Here are some:
- The flexibility of Payment Methods
As much as possible, you’d want to make purchasing available to as many people even if they are in different areas. This involves providing different ways of paying and not focusing solely on local banks.
- Payment Gateway Verifications
Most banks provide badges to assure customers that funds will indeed go through them. This also promotes more trust as people see brands that they already know.
- Virtual Receipts
Transactions should always be kept transparent. A customer should know where and to whom their funds go so they will feel secure in purchasing once more. Providing receipts containing these details is a good way to do this.
These types of trust signals should be optimized and kept extra secure as this will be your main instrument in earning your profits.
7. Promotional Badges
This signal involves the use of promos and vouchers to gain both trust and conversions.
You can provide free shipping offers, discount codes, and seasonal sales.
To fully gain your customers’ trust, consider partnering up with brands and other payment gateways for exclusive discounts.
This will be a win-win because as you promote other brands, they are also promoting your name along with theirs.
Keep in mind, though, that this should be kept in moderation.
Too many deals can either result to profit loss, or loss of sales because of doubts being it too good to be true.
Integrate expiration dates to which the voucher will be available and terms regarding the minimum spend.
8. Real-Time Statistics
The last trust signal that we will talk about will revolve around your site’s live statistical reports. Here, you will need to display information whenever:
- A customer purchases a product/service
- A user leaves a review
- The total amount of sales in the present
- Total number of orders in the present
- A user joins the community
Displaying some, if not all, of these, can create a sense of security and urgency that are both helpful in providing assurance to your audience.
The kinds of reports you want to make public are up to you.
You will need to set your own limitations and boundaries to use this to your advantage.
In addition to this, users will also be assured that your company is being patronized by other people, and are being satisfied at the same time.
Summary: Important Trust Signals to Improve Your Conversion Rate
There is a popular saying that states that gaining trust is a lengthy process, and it is true.
You will need to do and prove a lot in order to establish this.
One wrong move, however, and it can be gone in a blink.
This is something that you should live by especially in running an e-commerce site.
Trust signals sure are effective but results do not come overnight.
You have to spend a lot of time and effort to fully boost your sales and conversion rates.