Growth May 4, 2020

Tip: Increase sales by adding a badge that conveys your trustworthiness

Growth Bites @growthbites

Getting a new user to trust your site enough to enter their credit card info isn't always easy. Put them at ease and increase conversions by getting your site vetted by a 3rd-party and displaying their "trust badge" on your checkout page.

A 2017 study showed that concerns about payment security were the primary reason that 19% of respondents had abandoned their carts — up from 15% in 2015. USCutter solved this problem by boosting users' sense of safety with a trust badge, and the result was an 11% increase in sales. While e-commerce is the obvious vertical for this tactic, it can work for anyone. For example, Blue Fountain Media added a badge to a form where potential customers requested quotes, and saw a 42% increase in conversions. If you're wondering what service to use, a study done by the Baymard Institute suggested that badges from Norton were seen by users as the most trustworthy, followed by the Better Business Bureau and McAfee.

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  1. 3

    I worked at a company that paid ~$200k/year to use the trustE logo

    About 10 years ago, I worked at a department of a megacorp that sold band merchandise online -- something like a couple million dollars worth of CDs, records, t-shirts per month.

    We had a "trustE" logo on the checkout page which I thought looked stupid and IIRC was running third-party javascript on our checkout page. So I asked if we really needed it. Apparently, they had gotten a free trial to use the logo and found it boosted sales by ~15%.

    I wanted delete an icon that was worth over $3mil per year!

    1. 1

      Whoa that's nuts! Thanks for the input :)

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