Did you know that the average website conversion rate is just 2.3%? The vast majority of visitors aren’t ready (or confident enough) to buy there and then. They need extra information before trusting your website with their credit card information.
The good news:
You can solve this issue, and improve your website or ecommerce store’s conversion rate, by showcasing trust badges in various places.
In this article, we'll share the type of trust badges you can use on your website to convert more visitors—and where to use them. We’ll also share six great examples to draw inspiration from.
9 types of trust badges
Here are some popular on-page indicators that help potential customers build trust in your site:
- Safe, encrypted checkout
- HTTPS and SSL certificates
- Free, easy returns
- Customer testimonials
- Virus software logos
- Money-back guarantees
- Ratings from third-party sites (Capterra, G2, Trustpilot, etc.)
- Logos of brands that the customer already trusts
- Payment logos like ShopPay, Visa, Mastercard, or PayPal
Remember: the goal of a trust badge is to prove to a potential customer that you can be trusted with their money and to deliver on the promises your business makes.
Each of these badges shows you’re a reputable company. By linking your brand with them, you’re in with a shot at converting more people already thinking about purchasing from your website or ecommerce store.
Now we know what a trust badge is and what they’re used for, let’s take a look at six real-life examples of companies using them on their site.
1. Knockaround’s trust badges
Instead of choosing one trust signal, Knockaround has this section beneath the Add to Cart button on its product pages:
It shows four huge, clear reasons why potential customers should trust Knockaround's website with their personal information.
Knockaround also has custom graphics to go alongside each trust signal. Each draws your attention to that section of the product page and also communicates trust in a way that aligns with the store's overall branding.
2. Hyphen Sleep’s trust badges
Here’s another example of an ecommerce website using several trust badges to convince potential customers to buy from them. Hyphen Sleep has a small grid that explains the product has:
- A 100 night money-back guarantee
- Unmatched value
- Easy delivery
Plus, you’ll also see a reel of well-known magazines and newspapers that have covered Hyphen's product. The notion is that if those publications like their mattress, you will too.
3. Baremetrics’ verified partner badge
Earlier, we mentioned that logos of brands the shopper already trusts can pass that through through to your own website. This trust signal example from Baremetrics does exactly that.
They have a small (yet potentially powerful) badge that shows they’re a Stripe verified partner:
What you'll also notice is that the badge is placed in the website footer. This means anyone scrolling any page on the site will see it—and trust Baremetrics more with their information.
4. Just Eat’s payment badges
Similarly, Just Eat showcases logos of other payment methods in its website footer:
It’s obvious that should a customer want to enter their credit card information, they can do so through one of two trusted banks: Visa and Mastercard.
But what’s interesting about this trust badge example is that Just Eat is also highlighting logos of app stores where you can use the service.
The Apple Store, Google Play, and Huawei AppGallery are all names a potential customer is familiar with. So, Just Eat makes it obvious that potential customers can order from them through an app they already trust.
5. Ugmonk’s Shopify checkout trust badges
It’s not just product and category pages that trust badges should be displayed on. This example from Ugmonk demonstrates how you can use them on checkout pages, too—and potentially reduce the number of people abandoning their shopping cart:
Just under 70% of online carts are abandoned during the checkout process. And around 17% of those are because the shopper didn’t trust the website with their credit card information 😱
Trust signals help to eliminate that fear, and give people the confidence to purchase.
6. eBay’s “Shop with confidence” section
eBay is no stranger to using trust signals. Take this product page, for example:
It has a huge range of trust badges above the fold, including:
- An entire "Shop with confidence" section
- 47 already sold
- Product ratings
- 100% buyer satisfaction
- Fast delivery and easy returns
- Money-back guarantee
- The seller’s 99.9% positive feedback
- Clear trusted payment options
Granted, it might be hard to include all of these on your own product pages. But it’s a good way to see how several trust badges can slot together and give a shopper confidence to buy the item they’re viewing.
Where to use trust badges
There’s no doubt that using trust signals on your website can help increase your overall conversion rate. But where should you be using them?
As a general guideline, you should be using trust badges at every touchpoint with your customer. The more consistent you are with them, the more confident a shopper will feel about entering their details through your website.
With this in mind, specific areas to think about trust badges include:
- On your home page—especially above the fold
- The website footer
- Near “add to cart” buttons
- Around any other call-to-action buttons
- Throughout your landing pages
- Your checkout page
- On any popups you have—especially when displaying offers further down your funnel
The only thing left to do now is start adding trust badges to your website.
ConvertFlow has a range of call-to-action templates and landing page templates, any of which you can easily add trust badges to using our drag-and-drop builder.
However:
There are even some templates pre-built with trust badge areas—all ready for you to customize to the needs of your business. Simply alter the text, add your own trust signals, and monitor the impact on your conversion rate 🙌
Here's a few templates with trust badge sections to get you started:
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