A trust badge is an emblem on your website that is intended to instill trust in prospective customers. For ecommerce sites, trust badges are most visible during the checkout process, but many sites today use them on their homepage, product pages and About Us pages as well.
Trust badges provide third-party validation to boost your website conversions. Here are the five main types of trust badges:
Security Trust Badges. A “safe checkout” badge indicates that an ecommerce site’s checkout process is secure and that customer financial data is protected. The Norton seal is among the most popular trustmarks on the Internet, viewed approximately 100 million times per day by consumers in 170 countries. PayPal and Shopify seals also communicate trust and security. The TRUSTe badge, which has been around since the early days of the Internet, validates that your website protects visitor privacy. Display these trust badges near your “Add To Cart” link for maximum impact.
Payment Trust Badges. Consumers are more likely to trust your ecommerce website if you accept widely used forms of payment such as Visa, Mastercard, American Express and PayPal. Merchant programs such as Visa Secure also protect consumers against fraud, making these trust badges even more reassuring to visitors.
Endorsement Trust Badges.Third-party endorsement programs usually include an application process and review of your website. Two of the better-known endorsement seals for online retailers are the Better Business Bureau badge and the Google Customer Reviews badge. The Better Business Bureau has been around since 1912 with the express purpose of building trust between businesses and consumers. Adding a badge to your website touting that you are a BBB accredited business with an A+ rating still carries weight. That said, the Google badge is more trusted today by younger buyers.
Guarantee Trust Badges. Adding a “30-Day Money-Back Guarantee” or “Free 1-Year Warranty” badge to your website can significantly increase sales by reducing your customer’s perceived risk. Standing by your product with a guarantee or warranty also communicates your belief in the product’s quality. Be sure to display this badge prominently on your site, such as near your checkout button.
Shipping Trust Badges. Offering free shipping and hassle-free returns is another effective way to earn buyer trust. Amazon Prime made free shipping something that many consumers now take for granted. Following suit can greatly reduce shopping cart abandonment.
Scott is founder and CEO of Idea Grove, one of the most forward-looking public relations agencies in the United States. Idea Grove focuses on helping technology companies reach media and buyers, with clients ranging from venture-backed startups to Fortune 100 companies.