25 trust signals you should add to your eCommerce website

Article topics

1. What’s a trust signal?
2. Why are trust signals so important?
3. 25 trust signals and why they work so well
4. Quickfire tips for making the most of your website’s trust signals

Trust is everything in eCommerce. If your site looks suspicious or scammy, your prospective customers are likely to spend their money elsewhere.

Trust signals are an easy and effective way to make customers comfortable when making a purchase.

In this article we’ll explain what trust signals are, how they work, and show you 25 effective trust signals you can add to your website today.

What’s a trust signal?

A trust signal is a piece of evidence on your website that shows customers that you’re trustworthy.

This can be an image, a piece of text, or an interactive element.

The key is that it proves that you (and, by extension, your website) are credible and reliable.

Why are trust signals so important?

Trust signals are a form of social proof – the psychological concept that when people don’t know how to act, they look for clues to identify how they should behave.

Trust signals show that previous customers have had a safe, positive experience with your website and brand, which encourages new customers to want to buy.

According to Trust Pilot, two-thirds of people say trust signals and social proof make them more likely to buy a product.

Trust signals don’t just encourage customers to buy, but they can help your search engine rankings too.

Google uses E-E-A-T (expertise, experience, authoritativeness, and trust) as part of its search quality guidelines. If Google establishes that you have high levels of E-E-A-T on your website, it’s more likely to rank your site highly.

25 trust signals and why they work so well

The great thing about trust signals is that there are so many to choose from. In fact, you might already be using a range of trust signals on your website and not be aware!

Here’s our definitive list of the 25 best trust signals to add to your site and why they make a difference.

1. Customer reviews and testimonials

According to Trust Pilot, positive ratings on a homepage are the number one trust signal websites can use, closely followed by positive ratings on a product page.

Why are reviews, ratings, and testimonials so good at building trust? They act as endorsements from previous customers, showing shoppers why they should buy from you.

While reviews and ratings are powerful trust signals, transparency is key. It’s essential to show both good and bad reviews so customers can make an informed choice.

Top tip: Don’t panic if you receive negative feedback. Responding and showing how you’re willing to put things right can allay any worries prospective customers might have.

Customer feedback – how to use it to grow your business.

2. Trust seals

A trust seal is a logo that shows your website is verified and reliable. For example, a trust seal may show that your site is secure or has been audited by a third party.

Trust Seals increase the trustworthiness of a business in 75% of respondents.

Top tip: Choose trust seals your target audience recognises and provide additional information about them. For example, what you had to do to achieve a trust seal, and the customer benefits.

3. Product or service guarantees

Customers need peace of mind when buying a product or service. They need to know that a business will not let them down or take their money and run.

Product and service guarantees show that you stand behind the quality of your product or service. Plus, they give customers confidence that if anything goes wrong, you’re there to provide support.

Top tip: When developing a product or service guarantee, think about what will benefit your target audience the most. What can you offer that will tempt them to buy?

4. Client logos

When prospective customers see that reputable brands trust your business, they’re more likely to trust you too.

According to ComScore, adding client logos to your product pages can increase new leads by 69%.

Top tip: Remember to get permission from clients before adding their logos to your website. Some companies can’t (or aren’t willing to) endorse other businesses.

5. Employee profiles

Adding staff profiles to your website serves two distinct purposes when establishing trust.

First, it humanises your business. By introducing the people behind your brand, you become more relatable and approachable.

Secondly, by showcasing your employees’ skills and qualifications, you show customers you have the expertise and authority to solve their problems.

Top tip: Don’t forget to revisit your staff profiles regularly. Add new qualifications, refresh out-of-date photos, and add any new responsibilities!

6. Clear and transparent pricing

86% of B2B buyers want full pricing transparency before they buy. Being open and upfront about costs from the start builds trust with customers and encourages them to buy again in the future.

If you have a pricing page on your website, this is an excellent opportunity to show customers what they get for the money they pay. If you sell products, mention any additional costs like delivery, export fees, and VAT.

Top tip: A frequently asked question section on your pricing page can answer any additional questions your prospective customers have, like when you will bill them and the length of their contract.

7. Accreditations and qualifications

Promoting your accreditation and qualifications, whether company-wide or individual, proves you have specific knowledge and abilities.

This shows customers that you’re qualified to carry out specific tasks in line with industry best practices and government regulations.

Top tip: Provide additional details about the qualifications and accreditations you have. What do they prove, and how do they benefit your customers?

8. Return and refund policies

Like product and service guarantees, a solid return and refund policy shows customers that if something happens, you’ve got their back.

67% of shoppers check the returns page of a website before making a purchase, with 92% saying they’ll buy a product again if the returns process is uncomplicated.

Top tip: Make your return and refund policy as easy to find as possible. Linking to it from your website footer means shoppers can access it from every page of your site.

9. Payment platforms and gateways

Customers abandon one out of every four shopping carts because they don’t trust the website with their payment details.

Showing the payment platforms you use gives customers confidence and reassures them that their payment details will stay protected.

Top tip: Take your target audience into consideration when choosing your payment gateways and payment methods. Which ones are they most likely to use?

Things to consider when choosing a payment gateway.

10. Good spelling and grammar

Good spelling and grammar show customers you’re professional, competent, and reliable.

The bounce rate on landing pages with sloppy spelling and grammar is 85% higher than on pages that are spell-checked and reviewed before publication.

Top tip: Not sure if your spelling and grammar are up to scratch? Hire a proofreader, ask someone on your team to take a look, or run your copy through a platform like Grammarly, Ginger, or Hemingway.

11. Celebrity or influencer endorsements

While we value reviews and ratings from people we don’t know, we’re far more likely to value reviews and ratings from people we already trust.

Endorsements from a famous person or an influencer, someone with an engaged following in a specific niche, can help establish trust in a business.

36% of millennials say influencer recommendations are more trustworthy than regular ads.

Top tip: It’s essential to choose the right celebrity or influencer to endorse your business. Micro-influencers, those with between 1,000 and 10,000 followers on social media, often have strong relationships with their audience and are more likely to engage with them in the comments.

12. Awards won

Promoting the awards you’ve won shows that a third-party organisation has evaluated your business and identified you as a leader in your industry.

Awards also show you have a proven track record, instilling confidence in prospective customers.

Top tip: Most award providers provide digital assets like badges you can add to your website.

13. Statistics

Tangible statistics provide evidence to support any claims you make about your product or service, showcasing your value and giving customers a reason to buy from your business.

Top tip: To ensure complete transparency, verify the statistics you use and cite any sources you mention.

14. Name, address, and phone number (NAP)

Providing your name, address, and phone number, or NAP in local SEO terms, can act as a valuable trust signal.

Contact details give customers a way to contact you if they have any questions or want a refund. They can also cross-reference your details to make sure you’re a legitimate business, for example, checking you out on Google Maps or other online directories.

Top tip: Make sure your name, address, and phone number appear exactly the same across all websites and directories. This consistency can provide you with a small SEO boost.

15. Bespoke images and videos

While stock images are easy to get, they can make your business appear fake, untrustworthy and inauthentic.

According to studies by Jakob Nielsen, people tend to ignore stock imagery on a website, especially images of people.

Creating your own high-quality images doesn’t just make you stand out from the crowd but shows that you are professional, credible, and a legitimate business.

Top tip: Consistency is key when creating your own assets – make sure the lighting, angles, and backdrops are the same across all photos and videos.

How to create stunning product images for your store.

16. Memberships

Similar to qualifications and accreditations, promoting memberships of specific organisations shows you’re dedicated to maintaining high standards and that you associate with a trustworthy network of your peers.

Top tip: See what perks are open to you as part of your membership – many organisations have websites and publications you can feature in. This can lead to media mentions and SEO-enhancing backlinks!

17. Live chat

Showing a commitment to fast and responsive customer service can increase trust in your business.

Implementing live chat on your website makes it easier for customers to interact with your business and forge a connection with your brand. 69% of customers have more confidence in brands they can message through live chat.

Top tip: If you don’t have the resources to add live chat on your website, consider a chatbot. A chatbot uses artificial intelligence (AI) and rules-based logic to answer frequently asked questions.

18. Media mentions

Getting mentioned in the press doesn’t just promote your business to a wider audience, but can also establish trust.

When reputable newspapers, magazines, trade journals, and other media outlets mention your business, this acts as an endorsement from an unbiased, external source, boosting your credibility.

Top tip: Connect with journalists on social media. They will advise if they’re looking for businesses to appear in upcoming stories or editorials, which can lead to a potential mention!

19. User-generated content (UGC)

User-generated content (UGC) is content created by your customers, whether that’s a positive review or a photo or video of them using your product.

UGC is popular with businesses as it’s easy and affordable to gather. Another benefit is that it’s genuine – customers are 2.4 times more likely to say UGC is authentic compared to branded content.

Top tip: The best way to get UGC? Ask for it! Tell customers what content you’d like to see and how they can submit it, whether that’s by email or by tagging you on social media.

User-generated content for eCommerce stores: what it is and how to use it.

20. Purpose-led initiatives

Customers are more likely to buy from businesses that share their values. 65% of people say that their purchasing decisions are influenced by the words and actions of company leaders.

Promoting your values and what you stand for fosters a sense of integrity – customers see that your business stands for more than just making a profit.

Top tip: Remember that authenticity is vital when talking about your values; you have to walk the walk, not just talk the talk. You don’t want to mislead customers and risk losing their trust.

21. Case studies

A case study is a piece of content that showcases the partnership between your business and a client. Like ratings and reviews, they provide valuable social proof and credibility – how you help other businesses solve their problems.

73% of B2B customers find case studies to be the most influential type of content when deciding who to buy from.

Top tip: Identifying your ideal client is integral to creating the perfect case study – someone who is representative of your target audience and who you have delivered exceptional results for.

How to create the perfect case study for your business.

22. ‘Products bought by’

Showing who has already bought from your website provides prospective customers with proof that your products and services are worth buying and that your business is reliable.

Top tip: There are a wide range of eCommerce extensions that automatically provide this functionality. For example, ‘SalesPop’ in Shopify and ‘Social Proof’ in WooCommerce.

23. Social media platforms

Adding links from your website to your social media accounts can be a quick win when it comes to social proof. These links provide customers with additional evidence that you’re an established brand and easily contactable across a wide range of platforms.

However, it’s vital that the social media platforms you link to are well-managed. Poor quality posts, not posting regularly, and not responding to enquiries can send prospective customers negative messages about your brand.

Top tip: You don’t need to be on every single social media platform to market your brand successfully. Identify the ones your target audience use and focus your efforts on those.

Social media marketing for eCommerce businesses: six steps for success.

24. VAT number and company registration number

Your VAT number (if you’re registered for VAT) and company registration number (if you’re a limited company) provide customers with evidence that you’re a legitimate organisation.

Customers can cross-reference your details on Companies House and the VAT number database.

Top tip: If you operate under a different name from the one you are registered with at Companies House, mention both on your website for transparency.

25. Privacy policy

A detailed privacy policy shows that you’re committed to transparency and protecting your customers’ data, reassuring them that their personal information is in safe hands.

By telling customers how you manage and retain their data and who they can contact if they have any questions, you show that you respect and value them.

Top tip: Your privacy policy should mention what personal information you collect, how you use the information, who you might share it with, and how site visitors can access and manage their data.

Quickfire tips for making the most of your website’s trust signals

Still unsure how to use trust signals to your advantage?

We asked our eCommerce team for some additional ways to use trust signals online.

• Regularly review your trust signals and update or replace them if they start to lose their effect. For example, COVID-19 statements were a valuable trust signal during the pandemic, but now make a site look dated
• Different customers respond to trust signals in different ways. For example, Generation Z are more likely to be swayed by an influencer endorsement than baby boomers
• Make sure your trust signals are accessible and viewable on both desktop and mobile devices
• You can also use trust signals off your website to drive customers to your site. For example, in email newsletters, social media ads, and Google Display ads
• If you sell internationally, use localised trust signals. For example, if you sell in the US, use reviews and UGC from American customers
• Use A/B testing to see which combination of trust signals and placements result in the most conversions.

Ready to show customers that you’re the credible choice?

A well-placed trust signal can make a significant difference in how customers perceive not just your website, but your brand.

If you need a little extra help optimising your website for the right results, we can help. Get in touch today, and we’ll help you identify which trust signals to put your faith in.