Evoking a sense of trust and security
In a world where cybercrime has become a common notion, it is crucial for an e-commerce website to establish itself as a reliable brand. To emphasize its dedication to providing security, companies can go at length with blog articles, white papers and other textual elements. However, the actual conversions may come only when this is reflected through corresponding visual elements.
Namely, as shown in the study by Actualinsights.com, security certificates obtained from companies that have already established their names in the field can be critical for increasing conversions. Placing logos/badges of the major security and privacy service providers, such as TRUSTe, McAfee or VeriSign, can increase people’s sense of trust and security and, subsequently, conversions. Namely, the survey shows that almost 76% of persons feel these trust logos increase their sense of trust, while 61% of people are likely to leave a website if they feel something is missing.
Furthermore, another way to make visitors feel comfortable with taking actions on a website is to include logos of accepted payment systems on product pages. Brands such as Visa, MasterCard or PayPal, that have a long history of secure and fast transactions, not only give the information about possible payment methods, but also make people feel safe about working with familiar brands. The impact on conversions, therefore, can be striking, which is confirmed in a 2000 study by ClickandBuy, which revealed that 40% of consumers are likely to abandon a website or a shopping cart due to the lack of payment symbols utilized.
Much like branding through off-screen channels, creating a stable image online requires a set of strategies, some of which revolve around designing a company’s website. This is a place where all the ideas and images that constitute a brand should be displayed in order to tell a story – a story that is memorable and, more importantly, a story that converts.