# What is Trust Signals?

What is Trust Signals? Elements that establish credibility: SSL (lock icon), payment badges, phone number, return policy, physical address, reviews, media…

## How it works 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.

## Related metrics

- Social Proof — a form of trust signal
- SSL — a basic technical trust signal
- Return Policy — a policy-based trust signal
- Brand Awareness — a known brand needs fewer signals

## 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?

## Real-world 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%.

## Where to start

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.

---

Category: UX · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/trust-signals