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Validating Customer Trust: Displaying Trust Symbols on Your Online Store

I’m not the first one to say it: the Internet can be a scary place. The news is filled with countless reports about online fraud and deceptive online operations – which can make it especially difficult for honest e-companies to conduct business.

Since people are so cautious of getting ripped off, they are very selective on which companies they give their money (and who can blame them?). Online retailers have to counter this wariness by establishing trustworthiness and displaying it front-and-center. By displaying trust symbols from reputable security companies – e.g., McAfee, Better Business Bureau, etc. – merchants verify their online store security credentials. 

Drawing in Prospects with Trust Symbols

According to a Bizrate Insights study of over 6,000 online buyers, 85% of consumers find trust symbols to be meaningful, and most interpret them to mean “security” (66%), “trustworthiness” (45%), and “reliability” (33%).

Consumers are most likely to seek out the trust symbols when they are making a purchase for the first time on a site (even if it’s with a retailer that they are familiar with) – 41%, or when they are unfamiliar with the retailer – 29%. And consumers aren’t shy in checking, either: 48% have clicked through on one of these symbols to verify information, and 75% have clicked on symbols that share a retailer’s reviews and ratings before deciding on whether or not to make a purchase.

Since online transactions require a bit of a leap of faith, showing that proven, reliable, 3rd party security companies vouch for your store is an important way to build trust with the people who are browsing your website. Just as people will not purchase from a company if they don’t feel their data is safe and secure, they will also not continue shopping at a company for this reason as well. Because why waste time shopping if you don’t feel comfortable at checkout?

Prominently placed trust symbols on sites signal to both prospects and customers that their data is safe and secure with your company

Prominently placed trust symbols on sites signal to both prospects and customers that their data is safe and secure with your company.

Location of Trust Symbols

It’s important to be mindful of the locations that online shoppers immediately check for trust symbols. According to the study, 40% of respondents search for a symbol during the checkout or payment process, and 31% search for one on the homepage. With the highest number of respondents searching for symbols during checkout, it shows that customers want the sense of security that these symbols bring when they have their wallets open and are ready to purchase.

With these being the main points that people turn to, online retailers should ensure that symbols are displayed prominently in several places on their websites (especially the places where customers feel most vulnerable about giving up sensitive information – such as the checkout page) in order to fully take advantage of their power.

For example, when the study specifically asked respondents, “During my shopping experience I look for or notice online shopping trust symbols when…” 32% of people responded that they do so when they are starting the checkout process or entering personal information, with another 32% saying that they look when they are providing their credit card number.

Customers seek out trust symbols on pages where they are about to give sensitive personal information – such as during checkout. Make sure that your trust symbols are appropriately displayed so as to make them feel more comfortable with moving forward with the purchase

Customers seek out trust symbols on pages where they are about to give sensitive personal information – such as during checkout. Make sure that your trust symbols are appropriately displayed so as to make them feel more comfortable with moving forward with the purchase.

Even though online shopping is widely used today, and even though people may visit an online retailer all the time, shoppers still look for reassurance before making a purchase. And with trust symbols showing proof of your hon esty and security, you help drive a consumer toward conversion.

For more information on how you can make your online store more secure, please email us at ecommerce@ignify.com.

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of ERPCRMeCommerce and Point of Sale software solutions to organizations. Ignify has won the worldwide Microsoft Partner of the Year Award in 2013, 2012 and 2011. Ignify has been included as the fastest growing business in North America for 7 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine from 2007 to 2013.  

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