Welcome to our series of articles on building trust and improving conversion rate optimization (CRO) in e-commerce websites. In our previous series, we explored the importance of optimizing the checkout page for better conversion rates. In this new series, we will talk about the crucial aspect of building trust, which is essential for converting website visitors into paying customers.
Also, we have discussed various aspects of building trust in previous articles of e-commerce article series. For example, we talked about SSL certificates in checkout page articles and we discussed web design in articles of other pages such as Homepage and Cart Page. However, due to the importance of the subject, we are revisiting the topic of “building trust” in this series of articles.
SSL Certificate, Industry Accreditations
Introduction: Trust is a crucial element for any e-commerce website. Customers are more likely to do business with websites that they trust. In this article, we will explore three essential factors that can help build trust on e-commerce websites: verified by Visa and MasterCard secure code, SSL certificate, and industry accreditations.
Elements:
a. Importance of verified by Visa and MasterCard
b. Significance of SSL certificate
c. Displaying all industry accreditations
Do you show verified by Visa and MasterCard secure code (3D Secure)?
These security measures provide an additional layer of protection against fraudulent transactions, giving customers peace of mind when making purchases. Best practices for displaying these trust indicators include placing them prominently on the checkout page and using clear and concise language to explain the security benefits. A solution to ensure that these trust indicators are displayed is to work with a payment processor or e-commerce platform that supports them and to regularly test and verify their functionality. It’s essential to make the customer feel safe and secure when shopping on an e-commerce website, and displaying trust indicators is an effective way to achieve that.
A good example from Best Buy:
On the checkout page of the online retailer Best Buy, the Verified by Visa and MasterCard Secure Code logos are prominently displayed at the top of the page. By including these trust indicators and explanations, Best Buy builds trust with its customers and helps to prevent fraudulent transactions.
Do you have an SSL Certificate link on your website?
Having a Secure Sockets Layer (SSL) certificate is an essential part of building trust on e-commerce websites, as it helps to protect customer data during online transactions. It is best practice to not only have an SSL certificate but also to prominently display a link to a live test of the certificate, which verifies its validity.
Do you display all industry accreditation?
Displaying industry accreditations on an e-commerce website can be an effective way to build trust with customers, as it shows that the website owner has been evaluated and certified by a trusted third-party organization.
For displaying industry accreditations include consider notes below:
- Place them prominently on the homepage or a dedicated “About Us” page
- Use clear and concise language to explain the accreditation’s significance
- Provide a link to the accrediting organization’s website for more information
It is important to only display industry accreditations that are relevant to the business, as displaying irrelevant or expired accreditations can be misleading and may actually decrease trust. A solution to ensuring that only relevant and up-to-date accreditations are displayed is to regularly review and update the website’s accreditations and to seek out new accreditations that may be beneficial.
A good example from FutureShop:
A notable example of an e-commerce website that effectively displays industry accreditation is ZFutureShop.co.uk. On their website they display accreditation and trust symbols to build trust with customers.
Money-Back Guarantee and Refund Policy
Do you make money back guarantees/refunds clearly visible, preferably next to purchase CTAs?
Offering money-back guarantees and clearly displaying refund policies can be a powerful way for e-commerce websites to build trust with their customers. Guaranteeing money back and explaining refund policy reassures customers that if they are not satisfied with their purchase, they can easily obtain a refund or exchange. Additionally, e-commerce websites should make it easy for customers to contact customer support for assistance with returns or refunds. There are two ways for displaying money-back guarantees and refund policies:
- On the FAQ section on the homepage
- On the product pages, next to the purchase CTA
A solution to ensuring that money-back guarantees and refund policies are clearly visible is to regularly review and update the website’s policies and to communicate them clearly to customers through various channels such as email, social media, and customer support.
A good example from Asos Website:
Asos.com, which is a fashion e-commerce website, explains all cases of returning and refunding policies, including 25 questions on it FAQs section.
Conclusion:
In this article, we explored the importance of building trust in e-commerce websites. We discussed key strategies such as implementing SSL certificates for secure connections, showcasing industry accreditations for credibility, and offering money-back guarantees and clear refund policies to instill confidence in customers. These trust-building elements play a crucial role in establishing strong customer relationships and driving conversions. By prioritizing trust, e-commerce businesses can create a solid foundation for long-term success. In the next article we will discuss Social Proof, Trusted Reviews,Certificates, Guarantees, and their effect on building trust.