4 ways making your website more trustworthy can increase conversion

1. Security Certification: Make sure your online store’s security is up to scratch!

Consumers often put price and convenience at the top of their wish list when it comes to online shopping. But this is based on a foundation of trust in the website. Whilst ‘security certification’, SSL and HTTPS might not be the most commonly known features of a website, they are a crucial part of the trust puzzle for customers.

How important are they? Two words: Google Ranking

If you thought security wasn’t a crucial part of your online store’s strategy, Google (and your organic searches) is here to change your mind. Their HTTPS Everywhere scheme means that those websites that have HTTPS on by default gain a small advantage in their Google ranking.


2. Utilise a third-party trustmark

One way to increase the trust that consumers have when purchasing online are trustmarks. Trustmarks are great for small/medium-sized online shops as well as for those expecting new shoppers. The types of trustmarks vary and can be specialised around security, compliance with national regulations or demonstrate your brand’s green credentials.

The key is to understand your consumer base and target the type of product that will resonate with them.


3. Provide payment options that consumers trust and recognise

Your consumer has looked through your online store, picked their product and is now confronted with that make-or-break moment… checkout.

Here is the last place you want to disappoint your customer or make them wary of your store. In order to make sure they finish their purchase (and avoid them abandoning their cart) take the advice of an ecommerce payment expert from our 2018 Italy Ecommerce Report:

Offer a localized experience – local currencies, local payment methods, suitable delivery methods and compliance with all the local terms and conditions

- A guide to e-commerce in Europe, Enterprise Europe Network


4. Product descriptions and images: details matter

One distinct disadvantage of the online shopping experience is the lack of touch. Whether it’s that new pair of leather shoes, or a t-shirt, not being able to feel a product means that a potential consumer needs to be assured of what they are getting in a different way.

The example above from Tabitha Simmons demonstrates a clean and clear way to inform potential customers not only on the product chosen, but also the different variations available as well as a size guide based on their userbase’s geographical location.

The product images above demonstrate how using product imagery on a model can help a potential consumer understand how it can look in real-world situations. No one wants to purchase a piece of clothing only to find the fit is completely different to what was expected.

These four quick tips used together can help build trust on multiple levels and build the credibility of your online store in the eyes of potential consumers. Whilst trust is just one piece of the consumer experience, it is an important one, and one you need to make sure you get right!


To find out more about trust and consumers check out our full analysis entitled ‘Why Trust is Important for Webshopsnow!

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