Which ecommerce trust marks are most effective? (Part two)
Are all trust marks created equal? In part two in our series on trust marks; we determine which ones improve customer confidence and which ones don’t.
Welcome to part two in our series on trust marks. Previously we talked about the nuts and bolts of trust marks: what are they, how do they work, and the most commonly recognised.
In this instalment, we’ll be discussing whether all trust marks are created equal and offer some actionable advice for Australian online retailers looking to use trust marks.
If you haven’t read part one, head back and read which ecommerce trust marks are most effective.
In the last article you learnt that an ecommerce trustmark is an electronic commerce badge, image or logo displayed on a website or app to indicate that the business has been shown to be trustworthy by the issuing organisation.
A trustmark gives confidence to your customers and specifies to them that it is safe to do business with the website displaying it.
47% of shoppers look for trustmarks when shopping on lesser-known websites.
Are all trust marks created equal?
According to a survey conducted by eBusiness Guru, the effectiveness of trust marks on an ecommerce website can depend on the recognition of seal. In fact, 76% of people responded that they had not purchase an item because they could not recognise the logo. This means that lesser-known trust marks could prove fruitless.
76% of people responded that they had not purchase an item because they could not recognise the logo.
Most recognised trust marks
Statistics from Actual Insights suggest that of all the trust marks in market, only a few are instantly recognisable. Their study asked online users to identify the logo, out of an option of 20, which gave them the most reassurance. The results were:
- 29% of people said they trusted PayPal the most
- Norton SECURE was most trusted by 25% of respondents
- 23% of users prefer McAfee
- 7% recognised BBB – Accredited Business
- A mere 3% responded to TRUSTe
The survey also questioned the consumer’s sentiment towards trust marks.
- 76% claimed that trust marks did affect their ability to trust a particular ecommerce website
- 64% said unknown logos hindered their level of trust
- 61% said they were less likely to make a purchase if the logo was not visible on the website or during the purchase journey
The results suggest that trust marks are incredibly factor in an ecommerce websites ability to make a sale, but only a few are recognisable suggesting lesser-known trust marks are just as bad as not having them at all.
85% of UK online shoppers look for signs that the website they are thinking of buying from is secure.
Actionable takeaways for using trust marks in ecommerce
- Always use recognisable trust marks
- Include trust marks known for security, privacy, reputation, and SSL to influence trust on multiple levels
- Trustmarks are more important for smaller retailers and less known brands
- Brand credibility is important in overcoming what would normally be usability barriers and customer concerns
- Keep an eye out for niche trust marks that are relevant to your industry i.e. Australian Certified Organic label, Australian Made, etc.
- Place your trust marks on the front page of your website, and any other critical areas where drop off rates are higher, such as product pages and credit card information fields.
- Always A/B test your trust marks to ensure their effectiveness.
If you want customers to trust your site, there are other areas to consider as well
It is important to note that ecommerce trustmarks are just one of several factors that you’re your customers decide whether to trust your website with their card details.
Clarity of product and price information
The total price of the purchase should be made clear before your customers head to the checkout, have a reminder during the process, or before the final confirmation of the order is preferred. Being reserved about extra charges or only revealing them at the last possible moment will not make customers trust your site.
Reviews of products and as you as a retailer can provide credibility and also reassure your customers that, since others have had a positive experience, they are also safe to shop at your site.
If your site is easy to use and easy to navigate, customers are more likely to trust it.
If your customers can see clear contact details, a telephone number, physical store location or live chat option, then they will feel more confident that they can get in touch with you if they have any difficulties.
A good online reputation
Lots of customers Google you brand name or do a combination search of “your brand name” and “reviews”. If your customers do this and see any negative comments left on comparison sites, forums, or on your social channels then they may think twice about shopping with you.
An error-free process
Broken links, slow-loading pages, hard to understand text, roadblocks in the process, or simple spelling errors may have your customers thinking twice about trusting your site with their credit card details.
Are you looking to relaunch your ecommerce website or in need of a website overhaul? iFactory offer ecommerce website design Brisbane solutions. We can create websites that help customers decide whether to trust your website with their card details to buy from and keep returning to for years to come. Get in contact with us today for your ecommerce web design Brisbane needs.