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Establish trust in your online business

What you can do to relieve customer anxiety—and help reduce cart abandonment

Shopping cart abandonment remains a significant cause of heartburn for just about every online business — from the smallest storefront to the largest mega-retailer. The question is: Why do shoppers fail to complete a transaction? There are several causes, including trust and security.

Want to learn how to build trust in your online business? Check out our free ebook, Establish trust in your online business, which is full of tips and recommendations, such as:

1. Display trust seals.

Trust seals have been proven through countless studies to help reduce shopper anxiety and improve confidence. They come in a variety of flavors and can be placed where they can be seen throughout the site, such as in the header or footer:

  • Privacy seals. Privacy seals are granted by organizations after they verify that you have a robust Privacy Policy and that you strive to meet it.
  • Business seals. Business seals verify that you’re the owner of your company and your domain name, and they verify your reputation as a responsible and honest business.
  • Security seals. If your website needs an SSL/TLS certificate, you’ll get a security seal from the company selling it. The security seal tells customers that you’re the rightful owner of the domain they’re visiting, and that their personally identifiable information is secure.
  • Secured by PayPal seal. PayPal offers several trust seals, including the Secured by PayPal seal. In addition, they give you the opportunity to become a PayPal-verified seller, so you can show shoppers that you’ve passed key security checks and completed an identity verification process. It’s free of charge and involves a minimal amount of time and effort. For more information about being verified as a seller, click here.

2. Provide and display a Satisfaction Guarantee.

Satisfaction Guarantees reassure shoppers that you’re willing to accept returns for items that are defective, or, since they can’t be fully inspected online, that customers simply decide not to keep.

Also, add a link to your return policy. It helps customers see “what they’re getting into” when they do business with you. Making this information readily available will help build trust among consumers — even if they’re not happy with the policy itself.

Finally, let customers know about the security measures you take to protect their sensitive information. Add it as a callout on your checkout overview page or as a separate “Security” page.

3. Don’t hide your customer service contact information.

Nothing is more frustrating than having an unanswered question about your product or service. Your shopper is displaying an interest in your goods and wants to find out more — alas, she’s unable to.

4. Post customer testimonials and create a social media plan.

The less well-known your brand, the more important it is to establish credibility. Customer testimonials help verify your trustworthiness. Post their comments on strategic parts of your website.

How to get them? Follow up with shoppers and ask for their thoughts on the key parts of the sale (the checkout, the product, the price, the delivery)—they’ll be thrilled that you cared to ask. You’ll not only have a new quote, but also a return customer.

5. Choose your words carefully.

Be particularly careful about your word choice within the checkout process. For example, a “checkout” can be a “secure checkout” (if it’s truly secure!). Ask customers to “verify” email addresses, not “re-enter” them. Picking the right words might seem small, but it’s an important way to relieve anxiety during checkout.

Following the above recommendations is a great start. The most powerful changes can come when you combine multiple small improvements. To get the full scoop, download and read our ebook, Establish trust in your online business.