trustmarks

Which ecommerce security logos do users trust? Do they matter?

Third party trust logos are used on most ecommerce sites, with the intention of reassuring potential customers that they can shop safely with the retailer in question. 

There are a lot to choose from, and a recent Baynard has looked into which logos are most trusted by US shoppers. 

In this post, I’ll take a look at the test and the results, as well as whether we need trustmarks on ecommerce sites at all… 

How trust signals can double your conversions

The role customer reviews are playing on the conversion landscape is increasing significantly, with more shoppers looking to friends and peers for guidance on purchasing decisions. 

However, reviews are just one factor, and there are other ways to reassure your customers that they are safe when shopping with you. 

Google introduces ‘Certified Shops’ scheme for UK ecommerce sites

Google yesterday announced that it has introduced ‘Google Certified Shops’ to the UK, which assures shoppers of the customer service standards they can expect from participating retailers. 

The scheme allows retailers to display the badge, alongside stats showing the number of transactions, success rate and percentage of deliveries dispatched on time. Participating retailers include Wayfair, ghd.com and Schuh.

It’s potentially very persuasive for wavering customers and, if implemented in a similar way to the ‘Trusted Stores’ scheme in the US, it could be used in search listings and PPC ads. 

I’ve finding out more, and have spoken to Google and Schuh’s Deputy Head of Ecommerce Stuart McMillan about the scheme. 

Google launches Trusted Stores to rank customer experience

Google has jumped into the trustmarks game by launching Trusted Stores, in a bid to allow consumers to “shop online with confidence”.

At first glance it may seem like this is a standard issue trustmarks scheme, but there’s much more to it than that. E-commerce companies need to take note.

Which e-commerce trustmarks are most effective?

The effectiveness of trustmarks on e-commerce sites depends on customer recognition of the logo, meaning that they are almost useless if you use a lesser known provider. 

Stats from Actual Insights suggest that just a handful of trustmark logos are actually recognised by consumers.

Indeed, 76% of survey respondents had not purchased something because they hadn’t recognised the logo. 

Why good checkout design is more important than trustmarks

I wrote an article recently about the use of e-commerce trustmarks and how important it was for sites to display trustmark logos. 

Though they may help some sites, trustmarks alone are not the answer, and factors such as brand trust, price, usability and good design all combine to reassure customers about making a purchase. 

A recent post on the FutureNow blog makes this point, and argues that the need for ‘costly’ security indicators, can be avoided with good cart / checkout design. 

E-commerce trustmarks: do they matter?

Trustmarks are the images or logos that retailers can place on their websites to show that they have passed various security and privacy tests, and reassure customers that it is safe to shop on the site.

But how relevant are these logos from organisations like Verisign or McAfee? Have customers even heard of them? Would other security reassurances do the same job?