In both online and offline stores, the most important thing any customer is looking for is trust. If an online store lacks a user-friendly design or offers a sluggish experience, customers leave immediately. The reason is that they can’t trust a website that is providing them with a sub-par experience.
Nowadays, it has become easier for scammers to create an online store that looks legit. So, merchants must go the extra mile to establish trust with their customers. Trust badges when displayed correctly on Shopify stores, counter these scams and help customers be safe from online fraud.
Trust badges are small icons displayed on Shopify and any other eCommerce store, signaling to shoppers that the site is secure and trustworthy. These badges are not just about assuring site safety; they play a critical role in communicating relevant information to customers, fostering trust, and ultimately, boosting sales. According to studies, trust seals can increase website conversions by up to 42%.
Now that we understand what trust badges are, let’s discuss their benefits, types, and appropriate placement for maximum effectiveness.
By incorporating these badges, you subtly convey to customers that your brand and online store are trustworthy, thus helping conversions. For example, the presence of payment trust badges can reassure customers during the checkout process, encouraging them to complete their transactions rather than abandoning them.
2. Build Trust And Credibility: The average human attention span is a mere 8.25 seconds. Customers often don't have the time or inclination to conduct extensive research on a brand or read through lengthy "about us" pages. Instead, they are drawn to online stores through ads or recommendations. To establish trust within this limited time, you have to demonstrate that your online store is trustworthy, shares customers' values, and offers excellent service.
Trust badges serve as instant signals on your Shopify store, quickly conveying trustworthiness to customers without overwhelming their attention. With just a glance, customers can feel assured about your store's credibility and know about your values and policies.
3. Convey Relevant Information: Studies consistently demonstrate that humans prefer certainty over uncertainty, as uncertainty tends to evoke discomfort. Therefore, it's necessary to provide customers with the right information in your store. By offering relevant information, customers feel certain and more in control of their buying decisions.
For example, in the context of clothing brands, customers often stress about finding the correct size. Displaying a money-back guarantee badge eases their sizing concerns by assuring them of a refund if the clothing doesn't fit, increasing their willingness to buy from your store.
Types of Trust Badges for Shopify Stores
1. Security Badges: These badges provide customers with assurance about the security of their personal information and the online store. Security badges like antivirus badges, trust seals, and privacy policy badges demonstrate the website's security.
The SSL badge is an important security badge as it ensures the transition from HTTP to HTTPS, indicating that customer data is protected against cyber attacks. Acquiring these badges involves external auditing by reputable authorities like Verisign, Norton, and McAfee. Similar processes are followed for other security badges.
Security Badges for Shopify Store
2. Payment Badges: Payment badges are the essential trust badges for your store, reassuring customers that their transactions are secure. When customers see familiar brands like PayPal and Visa, it instills confidence and increases perceived trust in the transaction process.
The primary concern for any customer in eCommerce stores is the fear of losing their money. Even a slight alleviation of this fear can significantly boost both customer trust and conversion rates.
Payment Badges to Show Available Payment Options
3. Policy Badges: These badges are specific to your store. These trust badges revolve around your shipping and return policies and tell your customers about good deals like "Free Shipping" and promises like "100% Money-Back Guarantee."
Sometimes these badges are also used to convey the values of the brand. For example, displaying a “100% eco-friendly” badge attracts customers who care about the environment. It's a straightforward way to show what you stand for, building trust and connection with your customers.
Policy Badges For eCommerce Stores
4. Third-Party Endorsements: Third-party endorsements involve a review process conducted by an independent entity to ensure that your store meets all necessary criteria and is a trusted place to shop. While obtaining such certification requires effort and adherence to specific rules, the trust built with customers, particularly first-time visitors, is invaluable.
Third Party Endorsements
For example, an online store selling organic items can boost credibility with an "organic certification." Similarly, industry-specific marks like Fair Trade for ethical fashion or Cruelty-Free for beauty products significantly enhance value to discerning customers. These endorsements signal quality, safety, and ethics, vital for building trust and loyalty.
Where to Implement Trust Badges on Shopify?
1. Product Display Pages: On your product display page, the most effective trust badge to showcase is a policy badge. These badges emphasize your brand's values, product authenticity, and return policies.
For example, if you're selling skincare products made from natural ingredients, it's crucial to communicate this to customers to assure them of the quality and authenticity of your products. A straightforward "100% natural" badge makes it more likely they will choose to buy from you.
Moreover, clearly outlining your return policies, such as offering a 100% money-back guarantee, not only boosts confidence in your brand but also shows your belief in the quality of your products.
2. Shopify Cart Page: The cart page is an ideal place to reinforce your brand's values, but the primary objective is to guide customers to checkout. Including information such as "free shipping over X amount" or "easy returns" with trust badges can motivate customers to proceed to checkout. Badges like "free shipping over X" may even encourage them to add more items to their cart.
Incorporating a security badge at this stage is also good for reassuring customers without disrupting their shopping experience. By strategically implementing the right trust badges, you can effectively encourage customers to proceed to checkout and complete their purchase.
3. Shopify Checkout: Checkout is crucial for any online store as customers finalize their purchases and review crucial details like shipping costs and payment security. They like clarity on how much they're spending and an assurance that their transactions are secure. Therefore, the essential badges at this stage are Security and Payment badges.
While additional badges can be beneficial, it's essential to optimize space and prioritize based on the customer's needs. In this context, checkout upsells or free shipping is more important on a checkout than irrelevant badges. So, prioritize these two badges, and refrain from cluttering the checkout experience.
Optimizing the checkout process enhances the overall customer experience and maximizes conversions. You can learn more about optimizing your checkout here.
Found this great checkout example by Avocado Mattress.
This checkout stands out because they are: 1. Highlighting trust badges 2. Reminding customers about the brand's value 3. Upselling shipping insurance 4. Offering customer support pic.twitter.com/0QXjsYsaqq
Trust badges can be an incredible way to not only assure the customers but also to create a shopping experience that leaves no ambiguity and increases conversions. But it's important to use them wisely. Too many badges can make people suspicious and look messy. Instead, put badges in important spots like the add-to-cart button or checkout page. By adhering to these principles, you can cultivate trust, strengthen your brand's credibility, and drive higher sales on your Shopify store.
FAQs
1. What type of trust badges should I get?
Prioritize security, payment, and policy badges. Consider adding third-party endorsements.
2. Are there any costs associated with getting trust badges?
Costs vary. Payment and policy badges are free, while security and third-party badges may incur fees.
3. How does Checkout Wiz help with adding trust badges?
Checkout Wiz simplifies the process of adding trust badges with pre-designed templates, eliminating coding needs. Users can easily customize and integrate badges into their Shopify checkout with just a few clicks.
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Surya V
Surya leads Product Management at Skai Lama. He talks about Shopify Checkout, Conversion Optimization, and growth tactics for Shopify Plus stores.
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Transform your checkout with Checkout Wiz: Enjoy custom content blocks, upsell widgets, surveys, and full branding control for maximum conversions and revenue.
Transform your checkout with Checkout Wiz: Enjoy custom content blocks, upsell widgets, surveys, and full branding control for maximum conversions and revenue.
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