Imagine visiting an online shop you have never visited before. Yes, the website looks good, the images are nice, the brands sold on the site are recognizable… but an online shop needs more to make a visitor trust the shop and start ordering. Online shop owners know that more visitors trusting the site means less abandoned shopping baskets and more turnover per customer.
Webstore owners have several ways of instilling trust in visitors coming to their online store. Most of these solutions are well-known and based on the behaviour of online shoppers:
To further strengthen the trustworthiness of online shops a trustmark, like Safe.Shop can be added to the site. A trustmark is an electronic badge, image or logo displayed on a website to indicate that the website business has been shown to be trustworthy by the issuing organization. Trustmarks have been shown to help online shop owners by increasing trust amongst online shoppers visiting their online stores, therefore leading to increased conversion.
Badges are more trusted than e.g. consumer reviews and the perceived effort made by the online shop to make the site look beautiful and professional. Recent figures from CyberSource reported that 85% of online shoppers in the UK actively search for trust signs to ensure the security of online stores. Additionally, some figures have revealed that trustmarks can increase conversion rates by up to 40%.
Obtaining a trustmark can be costly. Depending on the size/turnover of a company, costs can skyrocket, up to € 29.000,- per year in some Western European countries. Now, online shop owners can search for the best bargain. These days, trustmarks are quite comparable when it comes to verification items on your website (e.g. safe payments, a clear return policy, etc.), as well as gathering customer review data.
Some entrepreneurs question why they are unable to have a trustmark for free. What if they themselves promise and prove that their online store complies to its clearly stated promises? Would that not be acceptable for the online shop and its customers? Keep reading to find the three ways to obtain an online trustmark for free.
1. Safe.Shop, the free global trustmark
Safe.Shop decided to give webshops with limited amounts of customers the Safe.Shop trustmark (three trust badges) for free. These include the Safe.Shop Badge, The Trust Score Badge and the Consumer Review Badge. Online shops download the Safe.Shop logo for free, making the very simple promise to stick to the Global Code of Conduct of the Ecommerce Foundation.
If the review system, trust score and/or complaint process of Safe.Shop shows that the online store cannot be trusted, the badge(s) and trustmark are automatically removed from the online shop.
2: Within the EU, online shops must comply to the EU Consumer Directive and show this promise on the site
Because of EU regulations regarding the Digital Single Market, all e-traders established or e-trading in the EU must adhere to a minimum set of rules, and all EU consumers are provided a solid foundation of consumer protection when buying products and services. If an online shop decides to comply with these rules he can then mention this on his own site as a kind of European badge or in their terms and conditions.
The minimum requirements (according to the EU) for compliance, still imply a lot of work. The requirements are:
3: Trustmarks associated with well-known brands
Well known expensive brands are careful to protect their intellectual property and identity online. There are different ways for doing that. One of them is to provide trustmarks to stores for which they guarantee that the online visitor is buying from an authorized retailer. Examples are Estee Lauder and Clinique. These trust marks are for free since it helps the brands as well. However, not all online shops sell branded articles and not all brands provide a trust mark.
Trustmarks have to invoice their customers since they check manually if the online shops of their customers fulfill all the requirements to receive the requested trustmark. Safe.Shop uses Scamadviser software to automatically check the website on 40 different aspects to verify whether the website is a real online shop or not. This trust score has proven itself for the last six years and has already implemented 185 million scam checks. Using the software creates to possibility to provide the Safe.Shop trustmark for free.
A lot can be done by the owner of an online shop to make a website more trustworthy in the eyes of the visitors, including adding trustmarks.
Trustmarks can come at high costs. Luckily, there are also reliable free options, such as adhering to the Safe.Shop Global Code of Conduct and receiving the trust mark for free, ensuring to conduct business in line with EU consumer law or obtaining a badge from a well-known brand the online store is selling on its site .
''We started in the Netherlands, expanded to Belgium and Germany and now also sell in China. Ecommerce is becoming global, faster than we think. A global trustmark belongs to global expansion.''- GeertJan Smits, Managing Director Flinders