4 Checkout Trust Signals that Lift Sales
One click separates a conversion from a lost lead during the final moments of a transaction. Most shoppers experience a sudden spike in friction right before they hit the buy button, even if they truly want the item. Trust signals are used to eliminate this doubt and give the customer the assurance that the purchase is secure and reliable.
Trust signals are placed strategically on the checkout page and are instrumental in reducing cart abandonment rates which is averagely 69.99% and increasing sales. Below are four trust signals you can place on the checkout page to increase sales.
Shipping Insurance and Protection
Offering shipping insurance provides an extra layer of reassurance during checkout. Knowing they have coverage against any delivery-related issues will create a sense of well-being for buyers and help them go through with making their purchase.
Reliable platforms like Secursus allow business owners an avenue for additional security on their orders. The additional signal of trust from the retailer helps provide assurance to consumers regarding the timely and safe receipt of their order, causing them to convert a sale more often than before.
Secure Payment Badges
Security badges are among the most identifiable signals of trust for online shoppers. When shoppers reach the checkout page of a site, they need some assurance that their financial data will be protected against loss by fraud or theft. By displaying a badge from a reputable security provider or payment processor, potential customers will know your site has encrypted transactions and has established payment processes.
Visual indicators reduce the consumer's level of anxiety in providing credit card information through the internet. Placing payment badges adjacent to the credit card area or "Place Order" button adds another way to reassure consumers at the moment of making a decision. When shoppers know their financial information is secure, they are much more likely to finish their transaction.
Customer Reviews and Ratings
Reviewing a product gives buyers social validation that tells them they are choosing correctly. Consumers may perceive more quality, reliable shipping and overall enjoyable shopping experience through others’ positive consumer experience. Simple ratings or testimonials can help to increase trust while completing an order or at the end of a buyer's purchasing process.
Because consumers often trust each other’s experiences over the brands themselves, they find reviews to be influential. If you place real reviews/ratings near the order summary area, you are giving the customer the confidence to know that many people have had a successful purchase and favorable use of your product. This reinforces shared experience of others and reduces doubt for those who are hesitant to complete their purchase.
Order Summary and Confirmation Clarity
An order summary that clearly states what was intended by the customer when making their purchase is a powerful way to help the customer believe in their purchase. Providing the product name, quantity, product price, tax amount, and shipping information clearly organized, makes it easy for the customer to confirm that their order has been processed as expected.
By providing the customer with an opportunity to review their order prior to actually completing their transaction, you will greatly decrease the chance of there being errors or mistakes in their order. Providing statements such as "This is your opportunity to review your order before your transaction has been completed" will give the customer additional confidence in their purchase.
Allowing customers to check their order reinforces their control and enhances your credibility, making them feel more at ease. A clear and simple order summary ensures that the final step of the checkout process is secure and smooth.
Why Trust Will Remain Crucial in Online Checkout
Online shoppers are increasingly looking at the security, delivery, and customer protection during the online shopping experience. Hence, companies must make more effort to gain the trust of consumers. Technologies like better fraud detection, more transparent ways to deliver products, and improved ways to track orders, will soon be expected by consumers as opposed to being viewed as additional benefits.
Companies that create trust-based, customer-centric checkout will have a better chance of turning indecisive consumers into long-term customers. By continually improving on transparency, security, and giving customers confidence, online retailers can create a checkout that will help them generate additional revenue today and develop long-term relationships with customers in the future.
