Trust is a crucial factor if you want your target audience to purchase from you. You don’t expect the user who viewed your ad to quickly jump on the purchase without going through the motions of a "getting to know you", right?
But if you play your cards right, you can encourage the person to give you their contact information (such as an email address) or you can even urge them to make a purchase straightaway!
The key to this is a good combination of information, emotion, and the development of trust. And you can do that with the help of a trust badge.
Table of Contents
What is a Trust Badge?
8 Types of Trust Badges
Trust Badges in e-Commerce
Where to Place Trust Badges (with Real-Life Examples)
Before anything else, we want you to know that we are not affiliated with any of the brands or companies listed below.
What is a Trust Badge?
As its name implies, a trust badge is a logo, image, or seal that helps build trust for a brand or company and its digital representation, which is a website. It adds to the legitimacy of the website and company to perform specific functions such as collecting valuable information, delivering services or products, as well as storing financial information.
In short, it is a visual representation of the company’s legitimacy and capacity.
The trust badge, or trust seal, provides a quick answer to a customer’s concerns, such as:
- Will my personal information be kept safe?
- Will my personal information be held confidential?
- Will my goods be delivered?
- Will I have a satisfactory experience?
- Will my credit card information be stolen?
Most of the time, if the trust badge comes from a third-party, it means that the third-party will be storing the information for safekeeping. The company’s website will not touch and share any personal information.
In a recent study conducted by Baymard Institute regarding the most common reasons for cart abandonment, 17% was due to the user’s lack of trust in the website when it comes to storing their credit card information.
Image source: Baymard Institute
If you are experiencing cart abandonment and want to improve your conversions, it would help to reinforce the belief that you are a reliable and trustworthy business. A simple visual cue, a trust seal, can work.
In another study, this time conducted by Toluna (now Econsultancy) on what can encourage shoppers to transact with a website, 48% of respondents stated that the presence of trust marks reassured them of the trustworthiness of the website. That is almost half of the entire sample!
As you can see, this is the topmost influencing factor in online shopping, closely followed by the provision of clear contact information (46%), with personal referrals by someone they know a distant third (41%).
It is like saying one out of two people will trust a site bearing trust badges!
That is how powerful trust badges can be. If you have them, your conversion rate will improve. If you don’t have them, you will lose customers. There is no negative scenario in using a trust seal. In fact, it’s a must-have!
Who Needs a Trust Badge?
Ideally, all kinds of websites must have a trust badge. However, the importance intensifies the more information you collect from your viewers.
If you:
- Collect information from your visitors, such as name and email address for newsletter subscription;
- Process orders and would need personal information such as name, address, and contact details of your customer;
- Require payment information for the order to be processed,
…then you will need a trust badge. The tightness of your security must increase the higher the level of information you require.
While points 1 and 2 can be stored on your website or in a retrieval system that you can access, point 3 is usually collected and stored by a secured third-party service provider.
This is true for payment gateways that accept automatic payments. The financial information is requested by the gateway from the customer and relays this to a payment processing service in a secure manner, much like when processing credit card or Paypal payments. None of the information is stored in the browser to prevent hackers from gaining access.
8 Types of Trust Badges
The most common misconception about a trust seal is that it is only for security. That assumption cannot be more wrong; there are several types of trust badges that can be used for different purposes. Having at least one on your website is good, but using several based on what your customers are looking for is possible (sometimes even admirable).
Let’s have a look at the different types of trust seals and how they are used:
1. Privacy Seal
Privacy is one of our biggest concerns today. No one wants their information sold to third-party companies that will bombard them with messages that they did not ask for!
A lot of people (especially those treading the socio-political climate) are afraid that if they provide a website with even a little bit of information about themselves, perhaps a name and an email address, this information will be used either against them or to take advantage of them.
It was this concern that prompted the enactment and intensification of the General Data Protection Regulation or the GDPR by the European Union. And while this regulation does not involve non-European citizens, websites that cater to such demographic must also comply, even if they are not located inside Europe.
Even if there is no similar regulation elsewhere in the world, people's fears remain the same.
To alleviate these fears, you can use a privacy seal. A privacy badge lets your audience know that all of their information is kept confidential and will not be used for purposes other than intended when initially provided.
Essentially, it is a promise that your information will be kept safe and hidden.
Privacy seals are usually accompanied by a privacy policy, and are placed wherever information is requested from a user (manual user input is necessary).
Examples of privacy seals include:
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EuroPrise European Privacy Seal
This company provides privacy seals that are in compliance with the EU data protection requirements. Established in 2008, EuroPrise provides privacy seals for IT-based services (such as websites) and IT-related products.
ePrivacy is another data protection expert company that uses its own software, called ePrivacyAudit, for evaluating whether a website is GDPR-compliant or not.
They follow not just EU GDPR, but also the standards of the German data protection legislation, and the IAB Europe OBA Framework.
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TrustArc (previously known as TRUSTe)
TrustArc is one of the oldest providers of privacy seals, having been established in 1997 in California. It eventually gained approval from the European Interactive Digital Advertising Alliance in 2013. In 2016, it provided free compliance assessments of international companies to help them prepare for the GDPR rollout. These helped propel TrustArc to global renown.
This is a privacy seal handed out by the Chartered Professional Accountants Canada or CPA Canada, together with the American Institute of Certified Accountants. Only registered practitioners can perform assessments and release the WebTrust Privacy Seal to their respective clients.
The PrivacyMark program was developed by the Japan Information Processing Development Center (JIPDEC). This served as an answer to the Japanese government’s recognition of the need to ensure that information provided by the citizens to enterprises online is kept confidential.
This one is a trust seal focused mainly on the French market and follows the standard requirements of the French data protection act. The seal is provided to companies that have been found to comply with CNIL’s standards after a request for a privacy seal.
The seal is valid for three years from the date of issuance and must be requested six months before expiration.
2. Security Seal
While a privacy seal tells you that the information is kept confidential, a security seal tells you that a website is secured and does not have any elements that can cause harm to your files or your computer. It also tells the user that the webpage is secured enough to prevent malicious attacks, phishing, and eavesdropping from happening.
Security seals are given out by third-party technology companies that scan the website regularly and ensure that all transactions are protected.
Once the website is scanned and secured by the technology company, they will switch HTTP to HTTPS, which means an extra layer of security (SSL) has been added and all communication and/or data transfer is now encrypted.
The best signal that a website is secure is not the trust badge, though, but the SSL security, which is evident in the browser URL bar. If a padlock shows up in the address bar, that means the site is secured.
Examples of security markers are the following:
Over the course of almost two decades, Digicert acquired several digital security signing technologies and certification authorities, allowing it to become the leader in high-assurance certifications. It holds several trusted brands under its wing, including Verisign and Norton.
This is a very recognizable trust seal. The Verisign company opened up in 1995, but only started giving out security certificates in 2010. Following Digicert’s acquisition of Symantec, Verisign has fallen under Digicert’s security group.
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Comodo (now Sectigo)
Comodo is a premier security certification authority that is used even by hosting services for their own servers as well as their customers’ websites. The company was established in the United Kingdom in 1998 but moved its headquarters to the US six later.
It is a founding member of the Certificate Authority Security Council (CASC) which aims to address the security issues that continue to plague the internet.
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NortonLifeLock (Formerly Norton Security by Symantec)
If the logos above look familiar, it’s because you must have seen this logo a thousand times. Norton is a well-known brand of antivirus software.
Even if the company switched hands, they still maintained the familiar color and checkmark that helps users recognize the logo as a trademark of security.
Formerly Symantec and now Digicert, this cybersecurity company is one of the most recognizable today. According to a study by Baymard Institute, the Norton Secured seal is the clear winner when it comes to giving users the best sense of trust on the website where the seal appears.
Image from Baymard Institute
This company has been around since 1969, working on identity management and patent protection first, then added software security in their lineup of services during the advent of computer programs and the internet. This is one of the biggest software security companies right now, having offices in 150 countries around the world.
Founded in 1996 in Belgium, GlobalSign is currently the fourth largest authority in digital certificates. It was eventually acquired by GeoTrust Japan (now called the GMO Group).
Other security providers have already started tapping into the websecurity industry, most notably antivirus companies. McAfee is already a well-known antivirus, which helps when it comes to establishing user trust.
With its data on malware, viruses, worms, and other possible attacks, it can provide extensive security to a website.
Thawte is an international company that has provided SSLs since 1995. To date, it has issued almost 950 thousand SSL certificates in more than 240 countries worldwide. It was acquired by the Symantec Group in 2000, and was later moved to Digicert.
GeoTrust is a global security certificate authority currently owned by Thoma Bravo LLC. In 2006, it was the second largest provider of security certificates. It currently provides certificates under the Digicert banner.
3. Payment Security
So the page that you are on is secure, that’s great. What about your payment information? Where are these stored? Who has access to this? Who processes this?
In reality, the website you are processing will not have access to your information. Instead, a third-party payment processor handles the transaction. It takes the information from the website regarding the amount that needs to be paid, and then takes you to a different page to process the payment.
This page will collect your information, contact your credit card company or other financial institution for the payment, request for the amount as needed for the purchase, and then provide confirmation that payment has been collected. Afterwards, you are rerouted back to the website’s page for order confirmation.
The process by which the transaction is completed needs to be compliant with the requirements of the Payment Card Industry or PCI. The purpose of PCI certificates is to assure customers that the transaction was performed in a secure environment.
Here are some payment trust seals:
TrustWave is a cybersecurity company that has been around since 1995. It is part of Singtel Group of Companies from Singapore and Optus from Australia.
Their Trusted Commerce certification is meant for e-Commerce businesses, to ensure their customers that their credit card credentials are collected in a secure manner and stored in a tight server for safekeeping.
If SecureTrust logo looks similar to TrustWave, it’s because it is now a division of the latter.
Stripe is actually a payment processing engine which makes it easy for online business (whether large or small) to accept payments online. While it is not a third-party authenticator, it does ensure the security of transactions using its platform and is a Level 1 PCI Service Provider (the strictest certification level).
They have also established themselves as a reliable payments processor since it is used by millions of small to medium web businesses. Their security seal (Powered by Stripe) is therefore recognizable.
PayPal is undoubtedly one of the most popular and most trusted payment processors and digital wallets online. The name itself commands respect. So if a business shows that they are PayPal verified and that they accept PayPal payments, customers (especially those who use PayPal themselves) feel confident that their credit card information will be kept secure.
4. Third-Party Endorsement Seal
There are certain organizations and companies that we trust intrinsically. If these companies endorse a business, we feel like the trustworthiness of the organization is transferred to it. This follows the marketing principle of transference.
Third-party endorsement includes business accreditation and business practice seals. Some popular endorsements include:
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Better Business Bureau
The BBB is an institution that evaluates a company’s business practices, ensuring that all aspects are performed ethically and with integrity. If a business is granted a Better Business Bureau accreditation, consumers can be confident that the company will prioritize customer satisfaction.
Also, a business’s existence in BBB’s records can act as proof that it is a legitimate and legally-registered business. BBB organizations are present in Canada, Mexico, and the United States.
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ISO Certification
ISO 9000 series is a family of Quality Management Principles first introduced in 1987 by the International Organization for Standardization.
Unlike previously mentioned trust seals where the organization is the provider of the seal, ISO does not hand out certifications themselves; they only create the standard that must be followed when it comes to manufacturing, product processing, improvements, and consideration of both stakeholders and customers.
Third-party accreditors evaluate a business for ISO certification. It is one of the highest quality metrics that a supplier or manufacturer can have, and it is globally recognized.
5. Recognition Badges
Any business can get the trust seals we’ve mentioned above, as long as they have the funding, they can even get all of the first four types. The recognition badge, however, is not something you ask for; it is something that is awarded to you.
Recognition badges are third-party evaluations by organizations that understand the business’s industry very well. Simply put, these are award-giving bodies that compare one business to another and (based on their own metrics) choose the best among the rest.
While the measure of excellence varies from organization to organization, the impact to the potential customer is sometimes bigger than any of the trust badges above, especially if the organization is globally-recognized.
Here are some examples of brands and organizations that have an impact on the general public when making purchase decisions:
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Fortune500
This is one of the most recognized business lists in the world, even though the focus is only on companies registered in the USA. The Fortune500 are the top businesses in America based on revenue, as compiled yearly by Fortune500.
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Global500
While Fortune500 is for US-based companies only, the Global500 lists down the most successful companies in the world based on their annual revenue.
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European Business Awards
This award is given to innovative, ethical, and of course profitable businesses in Europe. There are several award categories, such as growth strategy, workplace, and people development, social responsibility, digital technology, and innovation, to name a few.
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SEAL Awards
SEAL is short for Sustainability, Environmental Achievement, and Leadership. This award is given annually to the top 50 sustainable companies in the globe whose environmental initiatives have made such an impact.
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American Business Awards
A division of the Stevie Awards, the American Business Awards is an event that recognizes all types of organizations, may they be small, medium or large, non-profit or for-profit, public or private.
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Inc. 5000
While Fortune 500 focuses on the companies with the biggest earnings, the Inc. 5000 narrows down to the most innovative and inspiring entrepreneurs in the country.
6. E-Commerce Partners
Like with recognition badges that generate trust because of their renown, the same is the effect of e-Commerce partners.
If you use any of the brand’s products or services to complete any transaction on your website, then you can mention them on your website for as long as you do not misrepresent them. Showing logos of such well-known companies help you gain your customer’s trust by association.
Here are some examples of brands that you can mention as e-Commerce partners:
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Visa
Visa is the leading credit card issuer in the world, having more than 336 million cardholders. This and Mastercard are two of the most recognizable credit card issuers in the world.
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MasterCard
MasterCard and Visa are often displayed side-by-side with each other. It is quite rare to find a website that accepts one card and does not accept the other, even when MasterCard is still far behind Visa by more than a million cardholders.
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American Express
Amex is not the third most popular credit card company, but rather the fifth, with more than 63 million Amex cardholders worldwide. Nevertheless, they are the third most accepted card in online shops
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Amazon Pay
This is an online payment service created by, you guessed it, Amazon. It basically functions like PayPal, and lets you pay for online purchases using the card linked to your Amazon account.
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PayPal
Initially created for eBay purchases, PayPal has expanded to become the biggest online payment service to date. It is accepted almost everywhere.
PayPal allows you to make payments using the money within your digital wallet or using the credit card you have linked to your account.
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GooglePay
GPay is Google’s payment gateway, which by dint of being from Google, makes people trust it automatically even if it is the newest payment system available today.
With these brands though, it is important that you are clear when you state that you simply accept payments using these companies.
7. Review Badges
Aside from payment providers, third-party review services are excellent confidence markers, as long as these companies are trustworthy as well.
Much like when going out on a date, you ask a friend who knows the person you’ll be seeing how they are as a person. Sometimes you will be wary about going out with a person whom nobody in your social circle knows. If there are no peer reviews, you’d likely cancel the date.
There’s not a lot of reliable third-party customer review platforms online though, hence many businesses opt for review ratings made within their website. These are also helpful, to a degree. But if you have positive reviews from the platforms mentioned below, you should use the badge on your site.
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Google Reviews
These are reviews made by customers through Google itself. If you can link your business to the Google result, then it is possible to scan the reviews and post them on your website via API.
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Trustpilot
This is a popular review platform where customers can create an account to rant or recommend a business. Reviews are made for websites of any industry and business type.
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Yotpo
Yotpo is a review app that can be added to e-Commerce platforms like Shopify, BigCommerce, Magento, and SalesForce. It collects reviews from verified buyers by sending them messages right after their purchase asking for feedback.
8. Personal Trust Badges
While personal seals cannot be checked and authenticated by third-party companies, these are nevertheless powerful when it comes to leading the user to convert or make a purchase.
Your own trust seals serve to answer customer’s questions in an instant, even when the user doesn’t immediately realize that such questions are at the back of his mind.
Examples of trust badges assigned by the business to itself are as follows (these trust badges are available for free download from Convertful):
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Shipping
Free shipping badges quickly answer the customer’s question about whether or not the shipping and handling fee would be expensive. It’s already there -- it’s free.
The fast shipping badge tells the viewer that he will receive his order as soon as possible.
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Money-Back and Satisfaction Guarantee
Will I be satisfied with my purchase? If in doubt, you’ll always look for a money-back guarantee so that the worst thing that can happen to you is that you’ll waste your time.
The great thing about satisfaction guarantee is that it gives the consumer the impression that you are so confident about your product that you are willing to put your revenue on the line to prove to them that it is worth it.
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Express Checkout
This lets your customers know that they don’t have to go through hoops just to complete the purchase. Express checkout means they can “skip” the cart view and other unnecessary pages because you value their time as much as they value it themselves.
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Quality
This seal gives your audience the impression that the product is of great quality, even if the seal is not backed by reputable organizations.
Trust Badges in e-Commerce
The e-Commerce industry saw a lot of success due to the pandemic. People preferred to stay at home and ordered most of whatever they needed online. This trend is not likely to go away soon and may even increase.
However, it wasn’t an easy transition for most consumers because of prevailing security concerns. Trust badges helped ease people into trusting websites and mobile apps with their payment information.
e-Commerce Apps for Trust Badges
Most e-Commerce platforms have pre-built security features to protect both buyers and sellers, but consumers don’t know that intrinsically. Sometimes it’s not even obvious that you are using a specific e-commerce platform. Having visual representations can greatly allay their fears.
1. Shopify
Shopify is a low-cost e-Commerce platform that even the smallest of businesses in the world can afford to use. Tinkering around the code of the platform is not easy, though, and if you’re not careful, you might end up breaking your webshop trying to add trust badges.
But that doesn’t mean you can’t add badges though. You can place them inside product descriptions, your home page, or even within blog posts, although they might not look as professional as you’d want them.
Your best bet is to use a Shopify App. Here are some apps available in their marketplace:
1. Trust by Varinode
With a rating of 4.6 stars from 855 reviews, this app by Varinode is effective in displaying multiple types of trust badges on a Shopify site. This includes PCI Compliance Seal, SSL Seal, Money Back Guarantee, Reviews seal, and more.
It has a free plan that displays badges up to the first one thousand views only. The cheapest paid plan is worth $23.98 per month.
2. Ultimate Trust Badges by Conversion Bear
What’s better than a free app? A free app that is highly rated and performs well! Ultimate Trust Badges has a whopping 5.0 perfect score from 837 reviews.
This app won’t just display the trust badges at the bottom of every page of your website; you can even choose which pages they appear in and in what position.
3. Ultimate Product Icons by ShopClimb
This app allows you to display professionally-crafted trust badges to any part of your website. You can even customize the color to match your website’s theme.
They have a free plan that displays the icons to up to 250 thousand page views within a calendar month. For other customizations though, you would have to subscribe to a paid plan, the cheapest of which is $6.99 per month for Premium Shopify account holders.
4. TrustedSite Certification by TrustedSite
If you’re looking for an app that has been developed and released by any of the companies listed above for security certifications, then you should go for the TrustedSite Certification app.
The free plan displays site seals for the first 500 views of the month, while the cheapest plan allows for up to 2,000 views per month. This app also includes the McAfee Secure seal.
2. BigCommerce
If you’re planning for growth and expansion for your online business, BigCommerce is a great option. It works similarly to Shopify and the learning curve is not that steep.
Similar to Shopify, you can use apps to add trust badges to your site. However, BigCommerce has the provision to display custom trust seals at the footer of your website. It requires a little bit of know-how to add a piece of code to your website’s footer’s scripts, though. You won’t have to worry about breaking your site because if the code does not work properly, the rest of your site will not be affected and you can just try again.
If you want additional trust seals, you can also install TrustedSite Certification. This is the BigCommerce version of the app of the same name mentioned above. The only difference is that the BigCommerce version doesn’t offer a paid plan. It provides only a free plan that accepts up to 500 views per month.
BigCommerce doesn’t have any other apps that help you display trust badges, though. You can just manually add trust icons on pages by yourself.
3. Woocommerce
While Shopify and BigCommerce are e-Commerce platforms that let you run your online shop at the onset, WooCommerce requires you to be a bit techier. First of all, you need a WordPress-based website where you will connect the WooCommerce plugin to. It is a hundred percent free-to-use.
While there may be a learning curve to using WooCommerce, its biggest advantage is that you can customize your store exactly the way you want it to look and function. If you have a lot of time in your hands, WooCommerce is a great choice.
With WooCommerce, you can incorporate the trust seals by code or simply by adding images. Most security certification providers will give you instructions on installing seals on your website.
One example is TrustLock. It provides businesses with a unique code that they can paste into their website’s theme files.
If the above apps are not working for you or you want to reinforce what you already have, you can also make use of vector trust seals that are professionally made. Two websites that offer free downloads of badges are (again) TrustLock and Convertful.
Where to Place Trust Badges (with Real-Life Examples)
We now know that there are different types of trust badges, and several can be used in a single website. However, should you integrate the trust badges in every part of the page? It actually depends on the type of badge.
Here are the pages where trust seals work best:
1. At the Footer of All Pages
This is the most common location of trust badges. This location is non-intrusive and appears everywhere the footer is enabled. Plus, it gives the website a professional look.
The footer can be regarded as the “safe space” for your badges. You can place all the trust seals that apply to your website and your business at the footer if you want.
However, if you have several and it will take up the entire bottom of the page, it would be best to choose:
- The ones that are relevant to all pages of the website;
- The ones that are relevant to your business as a whole and not just to individual products;
- Represent the security of your website against cyber attacks.
Let’s take a look at some examples of trust seals placed at the footer.
Partake Foods
This is the footer of Partakefoods.com. As you would notice, they included trust seals that are relevant to the industry they are a part of and the customers that they cater to.
Their trust seals include:
- Certified Gluten-free
- Certified Vegan
- Non-GMO Project Verified
Namecheap
When we said you can place as many trust badges as you want, we weren’t kidding. Take a look at the website footer of Namecheap.com.
They placed three kinds of e-Commerce Partner badges here:
- their payment options (Visa, Mastercard, Amex, Bitcoin, PayPal, and Discover)
- the organizations they support (Electronic Frontier Foundation, Fight for the Future)
- Platforms to download their app (Google Play and App Store).
With this many e-Commerce partners, it must mean that they are very well trusted! To top it off, they added a Sectigo security seal and an ICANN registrar security seal.
2. Product page
The product page is where the user finds information about the product. It displays the product name, photos, price, variants, specifications, and more.
This is where customers get almost all the information they need about the product, so it would be beneficial to include trust seals that can help them decide quicker about whether or not they should purchase the product.
The best types of trust icons to use here are:
- Free shipping badge
- Quality badge
- Money-back guarantee
- Payment options such as Visa, Mastercard, PayPal
- Secure Payments logo
- Review badges
- Awards and recognition badges specific to the product
While you can place as many as you like, it would be best to just choose your top two to five badges. Having several may seem too dubious and would make the customer doubt your site instead of trust you.
Just like when on a date, you can’t be too perfect in all aspects of your personality, else your date might realize that you can’t be as great as you seem. They may begin to doubt you and would lose the trust you built just as quickly.
Here are some examples of product pages with different trust badges.
Product Page by Peak Design
As you will notice, Peak Design added images of the awards their backpack received. This gives the customer the impression that the bag is well made.
Product Page by Luxy Hair
A well-placed row of trust badges greatly enhances the chances of Add to Cart, much like what Luxy Hair does. Just below the Add to Bag button are the logos signifying free shipping, 60-day exchange & return, 24/7 customer support, and 100% package insurance.
Discount Watch Store
This is one of the best examples of small businesses using trust badges to gain the customer’s confidence in their product. They are offering a relatively unknown product in a competitive market and providing all means possible to convince the customer that it is worth buying.
They have a seal that says the product is 100% authentic, that it is warranty protected, that you can get free shipping if you purchase at least $100, and that you can return the item within 30 days if you are not satisfied.
3. Landing Page or Promo Page
If you’re running paid traffic, such as native advertising, you would likely prepare a landing page in order to warm your customers up to your product or service before bringing them to the actual product or offer page.
A landing page serves as a way for you to tell your customers more about the product without appearing too sales-y (depending on your tactics). Most of the time, the lander tells a story first (mentioning the target audience’s pain points), and then introduces the product as a solution.
Read our guide on how to create a landing page that converts like crazy, and you will learn that one way to gain your viewer’s approval is with a display of trust signals, like trust badges!
Is this a legitimate page? Am I being scammed?
To alleviate these questions, you can make use of the following types of trust seals on landing pages:
- Money-back guarantee
- Payment badges
- Verified reviews
- Awards and recognitions
- Security seals
Here are a couple of examples of landing pages using trust badges.
Singorama
This ClickBank product uses a long-form content landing page that mentions everything about the product. Towards the end of the page, right beneath the “Buy Now” button are all sorts of trust seals you can find.
Since the product is quite unknown, letting the potential customer know that the checkout process is perfectly secure and that there are all sorts of guarantees tied to the product is, quite frankly, a must. This can help convince him to proceed with the purchase.
RevivaBrain
In contrast to Singorama’s excessive use of trust badges, this landing page from Reviva Brain displays a very minimal trust seal. And if you would notice, it’s a guarantee seal that gives no hint of a third-party provider.
This can be due to the fact that many traffic sources are strict with landing pages connected to ads. Marketers cannot use unverified third-party seals in landers, especially when working with the biggest native ad sources.
4. Offer Page and Pre-Checkout Page
The offer page is much like a product page, except that there are no other products available in the e-store to distract the user from completing the purchase right away. Think of an offer page as a one-page, one-product website.
Keto BodyTone
This offer page displays multiple trust markers cleverly placed in two different locations to avoid looking like they are overcompensating.
The money-back-guarantee, Non-GMO certification, and 100% natural ingredients seal were placed at the top, right before the form is filled up. On the other hand, the security and payment seals are placed at the bottom right after the “Rush My Order” button in order to prepare the customer for the checkout page, assuring them that their credit card information will be kept safe.
Grammarly
This is the plan page where Grammarly subscribers can choose the type of paid plan they want. The subscriber has already chosen the plan and is set to move to the checkout page.
5. Checkout Page
This is the page where the user must input his personal and payment information. It is the peak of the purchase process, so this is also where you must reassure your customer as best as you can when it comes to privacy and security.
Clickbank
This is a standard checkout page, wherein Clickbank acts as a payment gateway for a product in their marketplace. Payment icons, as well as the most popular security badges, are prominently displayed.
PetOnly
This Canada-based online pet supplies store added several trust badges at checkout. Aside from the secure checkout logo, it also displayed credit card issuer logos, a free shipping badge, and even a Proudly Canadian badge.
The badges are large enough to see and placed appropriately so that the customer will have no doubt about the security of the page.
To Trust or Not to Trust? No Longer a Question
Of course, you would want your target customers to trust you enough to complete a purchase. Adding trust, privacy, and security badges are of the essence nowadays. It’s no longer a question of whether you should place such markers, but of how many should you use and where.
Remember that while having zero trust badges can cast doubt upon your business, too much can also do the same. You must find the right balance between how many trust markers to use by testing the waters or even looking into how your competitors do it. If it looks too tacky for your taste, reduce it or place some of them in other strategic locations.
And just like with the first date, if your date feels like you’re trustworthy enough, expect them to want to see you (or your webpage) again, marking the start of hopefully a long-term relationship.
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