Trust Signals
Elements that establish credibility: SSL (lock icon), payment badges, phone number, return policy, physical address, reviews, media mentions.
In practice
Trust signals are the bridge across a new customer's hesitation. Every missing signal leaves lingering doubt. A new store without trust signals converts 60-80% worse.
Common misconception
'Trust signals are only for new stores.' Even Amazon displays reviews, return policy, Prime, and the A-to-Z Guarantee. Trust is always necessary.
How to fix it
Low CR? Run a trust audit: (1) Is there SSL and a lock icon? (2) Does the footer have 'About,' 'Contact,' 'Privacy'? (3) Are reviews above the fold? (4) Are there media logos?
Example
An optics store had a 0.4% CR. An audit found no phone number, no address, and reviews buried at the bottom. Fixes: phone number in the header, address added, reviews above the fold, and 'reviewed by an optometrist.' CR rose to 1.8%.
Priority
Run a trust audit before every campaign. Ask: 'Would someone who's never heard of us trust us?' 10 basic trust signals: SSL, reviews, phone, address, policy, payment badges, about page, UGC, product warranty.
Related terms
Keep learning. Metrics that touch the same area:
- Social ProofUXA psychological phenomenon: people choose based on what others do. In a store: reviews, ratings, purchase counts, UGC, media logos. Boosts conversions by 15-270%.
- Brand AwarenessMarketingThe degree to which your target audience recognizes your brand. Measured by: direct Google searches (brand search volume), direct traffic, and brand mentions. The foundation of any long-term marketing strategy.
- CRO – Conversion Rate OptimizationUXA systematic process to improve conversion rates: data analysis, A/B tests, UX improvements, and marketing psychology. Improving CR is equivalent to doubling your ad budget.
- A/B TestingUXComparing two versions with equal-sized groups. Version A is the existing one, version B is the change. Every major store change is worth testing before full rollout.
- Customer JourneyUXMapping every touchpoint with a brand — from the first ad seen to post-purchase support. Stages: awareness, consideration, purchase, usage, loyalty.
Jimmy tracks your Trust Signals, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.