As an online buyer the one thing that really spooks me is a situation where my credit card info falls into the wrong hands. As on online business owner, I know that there is only one answer to the problem...trust seals. Though trust seals have been around for some time, there were only a handful of providers offering this service and ecommerce had still not taken off in a big way five years ago. Today, trust seals have gained trust from users to a large extent and one can see many sites sporting them to gain user confidence.
Even today the cost of implementing trust seals continue to be a bone of contention with web site owners but they are fast becoming a necessary part of the web site development process and one can kiss growth in sales goodbye if one does not follow the trend of keeping trust seals on the web sites. How can I say this with so much of confidence? Well there is a sure fire way of finding out if trust seals work or not and that is by doing split testing. This is a situation where you test your web site and user behaviour around the same time of the day, with the trust seal on, and then with the trust seal off. Many reputed sites have mentioned that it does not make a difference to their sales within the short span of time, but new sites have thrown up totally different data.
So, if you are convinced about trying out trust seals on your web site, the next step would be to choose one (you can choose more than one provided you have the budget for it) for your web site. Some of the popular trust seals are:
- BBBOnline (one of the oldest around)
- Hackersafe (a very aggressively marketed trust seal)
- Customer Service chat icon ( can be chosen from a wide range of chat icons available)
- Bizrate rating (the highly rated smiley face found commonly on the internet)
There are industry specific seals as well but then they are not so well known so they really defeat the purpose for which they are designed. Many web site owners might just decide on a trust seal based on the pricing offered and how the trust seal looks when featured on the site. The general opinion is that new sites needs trust seals more and tend to see a better return on investment when they use trust seals on their home pages and product pages.
Some web masters feel that having a clear channel of contact is enough to generate trust amongst users. Some of the obvious examples are contact numbers featured in prominent locations, a proper address given in the contact us section and a chain of contacts given for users' convenience. If the site is missing these data points, then no amount of trust seals are likely to get them positive responses from users. So the conclusion is that trust seals are a good addition to any web site, but you need to ensure that you don't rely just on them to get you results.
So we ask the question again will Trust Seals really help my website and help me gain customer confidence and improve online conversion? Of course with Trust Guard!