“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” – Zig Ziglar
Of course you sell desirable products. People need you what you sell, and they have the money to buy it. You wouldn’t be running an eCommerce business if that weren’t so.
Like most eCommerce stores, you’ve covered the first four obstacles: need, money, hurry, and desire. The big question is, have you covered trust? No, don’t just say you have. Look carefully at your site and ask yourself what about it makes customers trust you.
When we analyze eCommerce stores on our Funnel Fridays series, we notice, again and again, that stores don’t do enough to build trust with their customers. Here’s a checkout page that we come across so often.
There are no phone numbers or contact details, no reassuring messages or value propositions, no chat boxes for help, and no trust seals.
We’re going to talk about that last one in this post, trust seals. We’re going to show you how some stores increased sales and added thousands of dollars to their revenue by doing something as simple as adding a trust seal to their checkouts. More importantly, we’ll show you how you can do the same thing in just 5 minutes.
Wait… What Are Trust Seals?
The short version is trust seals are badges you can put on your site, especially the checkout, to assure customers that their credit card details will be safe. This makes them more likely to complete their purchase.
In fact, in a study conducted by Synovate, it was found that 94% of shoppers are likely to complete a purchase when a Norton Secured Seal is displayed in checkout.
[Tweet “94% of shoppers are likely to complete a purchase if there’s a Norton Seal in checkout”]
Convinced yet? The best part is trust seals are really just a line of code you add to your site. This is literally all you have to do –
- Buy a trust seal from a sites like Norton, McAfee, or many more
- Copy the trust seal code
- Paste it into your store’s checkout page
Seriously, the toughest part is determining which trust seal to buy and how much it will increase your conversion rates by. This is actually quite important, because not all trust seals have the same impact. You want to maximize your sales, and the best way to do that is to test multiple trust seals.
To test them out, you’ll need an A/B testing software like Convert.com. The concept is simple. You create multiple versions of your checkout page, each with a different trust seal, and then split traffic evenly amongst them. Convert will track which version converts the best and you’ll know which trust seal to purchase. Before we go into the details of setting the experiment up, let’s look at a case study.
Case Study: Modern Coin Mart
Modern Coin Mart is an online retailer of rare coins. They noticed that many visitors were considering purchasing their coins and went as far as the checkout before abandoning their carts. They were constantly looking for new ways to boost their conversion rates, so they decided to investigate this further.
They found that customers were reluctant to enter their credit card details and complete the transaction on their site, so they realized they needed to do something to reassure them. They hypothesized that a trust seal would help solve the problem, and they ran an experiment to test it out.
The test was pretty simple. They split their traffic into two. One half went to the regular page (the control), while the other half went to a page that had the trust seal in a prominent location.
The test ran for 30 days, during which they received almost 75,000 visitors. In the end, they found that using the trust seal increased conversion rates by 14%.
How much more money do you think you’d make if your conversion rates increased by 14%?
How It’s Done
So getting the actual trust seal is simple enough as we’ve already seen. Many of them offer a 30 day trial which means you can test them out first before actually buying them. That gives you enough time to determine which seal converts best for you.
Step 1: Get the trust seal
Norton, McAfee, TrustE, BBB, Comodo the list goes on. There are numerous trust seals around and you can test them all if you want to. After you sign up for your trial, you’ll receive the code for your trust seal. Here’s what it looks like for Norton.
Copy this because you’ll need it when you set up the experiment.
Step 2: Sign up for Convert.com
To create a test with Convert.com, you’ll need to sign up on their site. Once in, you’ll get a tracking script from them. You’ll need to copy this script and paste it in your store so that Convert can start tracking your conversions.
Step 3: Install Convert.com on your store
Adding the tracking script to your LemonStand store is pretty simple. As the instructions say, you need to insert it into the <head>. This can be found under ‘Partials’ in your store editor.
If you’re using another platform, you might be able to do the same thing, though some platforms don’t allow you to customize the checkout, in which case you’ll need to consider switching platforms if you want to use this growth hack.
Step 4: Create an experiment with the trust seal
With the Convert tracking script in place, you should be able to start creating experiments. Head to Convert.com and follow the instructions to start a new one.
You’ll notice that Convert has a point and click interface, which means you can navigate to your checkout page and click on any section to dynamically modify it. Simply select the area where you want to add your trust seal code (remember step 1) and drop the code into the pop-up box that appears.
That’s it! You’ve created a variation of your checkout page with a trust seal on it! Continue following the instructions on Covert to complete the set up and start the experiment.
Step 5: Implement the results
You’ll need to let the test run for at least a month to get some meaningful results. Hopefully, by the end of it, you’ll know which trust seal to use and how much it increases conversion rates by. When the experiment is done, you’ll need to embed the trust seal in your checkout page.
All you have to do is navigate to the page editor and find the checkout page. You can then paste the code in the appropriate location and save the page.
Time To Growth Hack
There’s really just a lot of copy and pasting involved in this growth hack. Running the experiment takes the longest time, but the set up shouldn’t take you too long. If you start now, you can do it all in just a few minutes.
Which trust seal will you be using? Let us know in the comments below.