The Importance of Trust Signals for eCommerce Success

You need to tick several boxes on your product pages to build trust with the potential customer. These product pages are critical in the decision-making process, and a nice product with a quality image at a decent price simply won’t cut it.

Add the following:

• Contact information – Share a phone number or an enquiry form. Better yet, include an online chat service if possible. These provide customers with a direct way to ask questions or address concerns, making your business appear more approachable and reliable.
• Payment methods – Clearly show all available payment methods on the product page. This reassures customers that their preferred method is accepted and that transactions are secure.
• Unique selling points (USPs) – Highlight what makes your products stand out. Whether it’s free shipping, a satisfaction guarantee, or eco-friendly materials, make sure your USPs are front and centre. This focus on USPs also shows your products and product pages aren’t just replicas of a cookie-cutter formula. Adding an element of personalisation here builds the idea that you are a reputable brand.
• Returns and exchange policies – Easy-to-find and easy-to-understand return policies can remove some hesitancy about making a purchase. Make sure this information is visible on the product page to try and alleviate the fear that a customer might not be able to get a refund or exchange.

Your homepage is often the first thing a visitor sees. And, since the above-the-fold content  needs to make a fantastic first impression, your header is important digital real estate you need to use wisely. It’s crucial to include trust-building elements here:

• Contact information – Include a phone number, address, or enquiry form in the header. This adds an extra layer of credibility, showing that you’re a real, reachable business.
• Order tracking – Adding a “Check Order Tracking” button in the header gives customers peace of mind that they can easily follow their purchase after it’s made.
• Badges/accreditations – You might want to include any industry accreditations you have in your header. This indicates you are a trusted provider within your niche, and customers assume you ticked various boxes to be given the accolade.
• A review rating – You’ll also see some stores include an average rating from review sites such as Trustpilot. This gives a quick snapshot view that your site is well-reviewed.

Note that you shouldn’t sacrifice clean design to include more elements in your header. Too much can overwhelm the user and can come across as unpleasantly cluttered. You need to choose how to convey trust without overloading your header.

You should continue to reinforce trust intermittently throughout all body content. Remember that users may land on your site via various pages, so it will be critical for them to be reassured whenever and wherever they encounter your eCommerce store.

• Sales ticker or Google Reviews display – Consider adding a sales ticker or a display of Google Reviews to create a sense of activity and reliability. Seeing that others are actively purchasing from your site can boost confidence.
• Chatbot – Implementing a chatbot provides instant assistance to customers, answering their questions in real time. This immediate support can be crucial in overcoming last-minute doubts.
• Reinforcing USPs – Don’t just mention your USPs once; reinforce them throughout the body of your site. Whether it’s through banners, sidebars, or in the text, consistently highlighting what sets you apart builds trust.
• Quality images – Wherever you include images, ensure they are professional and clear. Amateur photos, or photos that don’t load properly, indicate a lack of care on your part and can potentially reflect a sense of illegitimacy.

The footer of your website is another opportunity to show your trustworthiness. It’s a prime location to include some, but not all of these elements:

• Instagram gallery – An Instagram gallery showing real-life customer engagement with your products adds authenticity and social proof. This is also an opportunity to showcase user-generated content (UGC) around your products and brand . UGC is increasingly powerful in showcasing authentic, relatable customer experiences in real-world situations. These ultimately play a significant role in influencing purchasing decisions.
• Credible reviews – Include reviews from credible sources like Google, Trustpilot, or Reviews.io to reinforce trust in your business.
• Partnerships or awards – Showcasing partnerships with reputable organisations or displaying awards and certifications can significantly boost your credibility. Do this in your footer if you haven’t already used them in your header.
• Returns policy – Make sure your returns policy is easily accessible in the footer. This transparency helps reduce anxiety about making a purchase.
• Social media links – Include links to your social media profiles. Active social media presence indicates a lively, engaged brand, which can help build trust.