10 Most Important Trust Factors To Increase Conversions On Your Product Page

This is a guest-post from Tim Brown, the director of strategy for Snap Web Design focused on ECommerce SEO and Conversion Rate Optimization.

When was the last time you purchased something from a website that you didn’t feel safe about?

Or have you ever purchased from a store that felt slightly dubious?

Trust is quite possibly the greatest thing that influences a purchase decision. If you run an online store, you have to make sure every pixel on your web store clearly delivers the message that your business is trust-worthy and reliable.

But how do you do that?

Would slapping a couple of Trust Seals cut it? Not in today’s scenario.

Here’s ten ways to go about adding the trust signals that make your visitors believe in your reliability. Trust signals help you convert better and sell more.

You may not have all the time in the world, or have limited traffic, so use this list of the most important trust factors for your product page as a starting point and test what works for your particular scenario.

It’s all about making shoppers feel safe.

1. Don’t forget to add your “Shop With Confidence” Box

Zappos is all about trust with its "Shop with Confidence" box. And page.

Zappos is all about trust with its “Shop with Confidence” box. And page.

Always include a “Shop with confidence” box with a brief explanation of how the store is secured. Sometimes as web designers or store owners, we assume people know more than they do. And that can be wrong.

This little section with can be as simple as this example from Zappos.

Of course you need to make sure you do indeed have an SSL certificate on every shopping page of your site and you can back up these claims.

2. The “Lock” Icon delivers a clear message visually, so use it

2 the lock icon for visual trust identity

Our generation of internet-savvy users are used (and conditioned) to seeing a “locked” icon on a website and associating it with security.

Use an icon of a locked lock to help them quickly and intuitively recognize your site’s safety and security.

3. Add a video explanation/overview for your top products

6 video explainers

It doesn’t have to be a Hollywood production, but people love watching new product unboxing, and just having a little explanation with key benefits or functions can help decrease friction on their way to purchase.

It’s all about clarity and alignment of expectations.

You’re also less likely to face returns if shoppers have seen a video about exactly what they’re getting. Also, people associate the quality of the video production with the quality of the product itself. Something worth remembering as you go about creating your product video.

4. Use really simple and blatant “What you do next” text every step of the way

10 next step indicator

This goes back to not assuming people know everything about your store and making it easy on them.

Keep it simple and use usability expert Steven Krug’s advice: “Don’t make them think,” which makes a ton of sense if we just want to decrease friction and allow them to slip easily and painlessly into and through the checkout process.

5. Feature testimonials and reviews in a clear and prominent way

5 testimonials from customers

Erik’s Bike Shop features prominent reviews to help build trust.

No big surprise here but do you know how many eCommerce shops I come across that lack reviews and testimonials?

If you don’t have a ton of reviews per product, curate a couple more general testimonials and put them in a nicely designed feature section before or after the product indicating they are about the site’s products and/or process in general, not just about this individual product.

6. Use safety-badges for Anti-virus, SSL etc. to leverage co-branding

3 cobranding and other benefits

Use other badges such as McAfee, SSL Verification, and Better Business Bureau icons if you have them. Leverage the brand recognition to achieve a sort of “co-branding” and earn recognition for people who are less familiar with your company but have seen these badges before.

7. Include your phone number

7 add phone numbers

Harness Land lists the phone number on its shop.

Even if shoppers don’t use it, they are more likely to make a purchase just knowing they could call you up and work out any details if they need to.

8. Add social integrations to your shop wherever possible

8 social proof and ugc

From Blackmilk Clothing, a social proof example.

If you’re about to purchase something and you see three of your friends have liked the company’s page, wouldn’t you be more likely to take the plunge?

Facebook’s like button integration allows you to show the shopper’s friends who have liked the company’s page. Or you can include a gallery of people who tag your product name on Instagram like Blackmilk did above.

9. Put out icons for “Fast & Free Shipping”

4 custom free shipping labels

Make your own badges like “Fast and free shipping” and “Hassle-free returns” that are branded in your company’s style.

10. Write with friendly non-stale and inviting language

9 great product descriptions

The famed copy for a coat from J Peterson Company

Using something called “Future Pacing” — which is writing about it as if shoppers will enjoy a product in the future — will help you bring people further into purchasing mentally.

“When you open up your new blue widget, you will notice first its sleek lines and its powerful but easy-to-use features.” By transporting them to the time when they are gaining benefit out of the product, you’ll help facilitate the decision to purchase and tap into the powerful imagination.

Closing Thoughts

The key is to keep experimenting with these (and many other) trust factors on your shop. Find out which ones give a boost to your conversion rates and keep improving upon them.

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