Abandoned shopping carts are probably one of the more frustrating things to see as an online retailer. We've all done it; we've gone online, shopped for something, added it to our shopping cart, and then didn't follow through with the purchase.
As a retailer, that can be incredibly frustrating.
Shopping cart abandonment can happen for a variety of reasons. According to Barilliance, online retailers can lose, on average, 75 percent of their sales to shopping cart abandonment. Recent data shows that approximately 25 percent of customers abandon their purchases specifically because they worry about online security.
As you can see there’s a great opportunity to potentially increase your sales, just by gaining the trust of your consumers.
And there is, perhaps surprisingly, an easy fix.
So how do you start gaining the trust of your consumers? A good place to start is with trust badges. Read on to discover the top four trust badges to help increase your conversion rate.
What is a Trust Badge?
A trust badge is exactly what it sounds like. It's a badge that you place on your web page that instills trust. You often find them during the checkout process, but more and more retailers are placing them on their landing or home pages. They are simple tools that can boost sales and satisfaction with your site.
These digital symbols communicate reduced risk when purchasing online. They address customer concerns without using language that might accidentally strengthen those worries. Rather than explaining what won't go wrong, trust seals visually demonstrate that your business operates safely and reliably.
Behind these trust badges are often (but not always) security features that help keep credit card information and personal information safe. The Secure Sockets Layer, or SSL, is part of a complex system for internet safety that will encrypt certain information sent over the web. In general, trust seals are issued when these secure systems are implemented.
You can tell whether or not the site you're visiting is using some kind of SSL safety protocol by the little lock symbol that's next to the URL, or by checking that the web address starts with HTTPS instead of HTTP. However, not everyone knows this, which is why it's so important to have the trust seal visible on your site.
Most web browsers now alert visitors when they attempt to view websites without SSL encryption. The browser replaces the standard lock icon with warning text that reads "Not secure," which can damage your credibility before customers even see your products.
Types of Trust Badges
There are four main types of website badges that you can implement on your site. Each one has its own meaning and use. You can decide which trust badges to use on your site, based on the desired effect you would like to achieve.
Below, you'll find explanations for different kinds of trust icon, as well as examples of each and how to acquire them.
1. Security Trust Badges
This site badge may be the most important of all types. These are the badges that you get when you sign up with a company that provides an SSL certificate. SSL stands for Secure Socket Layer, and can be a little technically confusing (we won't dive into specifics here), but essentially, it protects the internet connection and the information that is transferred.
This type of trust badge indicates that your the checkout process on your site is safe and secure, that the information shared is encrypted, and that your customers' identity or credit card information will not be stolen. Instilling this kind of trust in your business will help tremendously with your overall conversions.
These security seals communicate to visitors that their personal details remain protected from data breaches and identity theft. They demonstrate that your website follows proper cryptographic protocols for handling sensitive customer information during transactions.
To obtain these security seals, select a reputable certificate authority such as DigiCert. After purchasing and installing your SSL certificate, the provider will supply you with a badge that can be prominently featured on your checkout pages.
Another example of a well recognized and trusted security system is PayPal. You can purchase protection from PayPal just like you can from Symantec, and in the process receive the trusted security badge for your site.
Shopify is one more example of an increasingly recognizable SSL provider. If you open an ecommerce store using Shopify, then you will automatically receive integrated SSL certificates. When ecommerce customers shop at a Shopify store, they know that their personal information will be kept safe.
All three of these examples are of trust badges that must be paid for, however there are free SSL certificate options, such as Flywheel or Cloudflare. Keep in mind, however, that one of the reasons the safe checkout trust badges work so well in increasing conversion rates is because they are recognized. Brand recognition does play a major role in building trust (see the next section on "Accepted Payment" badges).
Display these badges near your "Add To Cart" buttons and at your checkout page. They need to be clearly visible to have the desired effect. They can also be displayed at the bottom of your landing page or home page.
2. Payment Badges
Nothing instills confidence more than seeing a brand that you recognize. That's exactly what these trust badges are meant to do. Having the Visa, Mastercard, or PayPal badges listed as accepted payment options can boost the level of trust in your website, without you having to do a ton of legwork.
These icons serve dual purposes: they inform customers about which payment methods your store accepts, and they connect your business with established financial brands that customers already trust. When shoppers see familiar logos like American Express or Apple Pay, they feel more confident about completing their purchase.
A study by performed by ConversionXL asked over 1,000 people which payment badges they recognized most, and which badge they trusted the most. A whopping 42 percent chose Visa-Mastercard as the most recognized brand, while PayPal was voted as the most trusted brand. Furthermore, ConversionXL states that the hypothesis that familiarity accurately predicts a population's perception of security is generally supported. For the most part, greater familiarity also meant greater feeling of security.
The best part about these trust badges is that they are free and easy to get. Payment companies benefit when merchants validate their services, so they typically provide these graphics at no cost. You can find free icons for Visa, Mastercard, Discover, Google Pay, and other major payment processors.
Visa does have a Verified By Visa merchant program that, when you sign up for it, you receive a Visa Verified badge for your site that will boost confidence and conversion rates.
Most online stores feature these payment icons on their checkout pages close to credit card entry fields. They can also appear at the bottom of each page on your website, though they do not necessarily need to be at the center of attention or glorified in any way.
3. Third-Party Endorsements
Third-party endorsements can help instill trust in your customers by showing them that you have credibility. These programs generally involve an application process and a review of your site before being granted the badge.
Endorsement seals represent approval from recognized organizations that have evaluated your business practices. Unlike other badge types, these require external validation and often involve waiting periods for review and acceptance.
The Better Business Bureau Accredited Business badge adds a significant amount of trust to your site. After being granted this badge, your customers can click on the badge and verify your accreditation. Go to the Better Business Bureau website to find out more about the accreditation process.
The Google Verified Customer Reviews badge represents another well-known endorsement option. This program requires businesses to submit applications and meet specific criteria set by Google. Once approved, customers receive surveys following their purchases, and Google awards the badge based on review quality and customer satisfaction scores.
To earn the Google trust seal, you must first apply and meet the requirements that Google sets for this program. Once Google has approved your store, your customers begin to receive surveys after making purchases. You are granted a badge after Google decides that the reviews are good enough. Find out more about Google Customer Reviews and Trusted Store badges.
You may be asking yourself why you would go through the trouble for these trust badges. Although these trust seals can take a little extra legwork and time, they are worth the effort and may increase conversions on your online store. It's a way for you to show off your excellent ratings easily, and those ratings and reviews can be important for increasing the trust in your store.
Think about it like this: you are more likely to purchase an item from Amazon.com if it has excellent ratings, rather than a similar item that has no ratings. The same goes for your ecommerce store. Consumers are more likely to buy from you if they know that others have had a stellar experience.
Because endorsement badges represent comprehensive business approval, many companies feature them in website footers rather than limiting them to checkout pages. These trust badges tend to be displayed near the bottom of the web page and are usually displayed a little more prominently than the accepted payment badges.
4. Policy-Specific Badges
Policy-specific seals highlight particular business practices that reduce customer risk. These include money-back guarantees, free shipping offers, and return policies that make purchasing feel safer for hesitant buyers. This website badge is 100 percent free and still works to build trust with your online customers. You can make these badges yourself, or if you don't have that kind of talent in graphic design, you can easily find downloadable versions of this badge.
According to Visual Website Optimizer's experiment with a "30 day money back guarantee" badge, sales increased over 32 percent over an 11 day period for an online education service.
That's huge.
The idea is that this badge helps to eliminate fear and the perceived risk of buying online, which is one of the biggest factors in conversion rate problems. This trust badge does not address website security like the SSL and safe checkout badges, but in a way, it does confirm that you have your customers' backs. In doing so, they feel safe, and therefore, they are more likely to purchase from you.
Unlike endorsement badges, policy-specific seals require no external verification. You control these promises directly, making them simple to implement. The purpose is to create visual shortcuts that communicate your customer-friendly policies without requiring lengthy explanations.
This is the kind of trust badge that needs to be displayed proudly, otherwise your customers may not pay much attention to it. These badges are frequently found around the same area as the safe checkout badge near the Add To Cart button or the Checkout button.
Another common policy badge makes it known that you offer free shipping and/or returns through your online store. Like the "Money-Back Guarantee" badge, the "Free Shipping" or "Free Returns" badge can instill trust and a feeling of safety in your customers, taking away some of the perceived risk of buying online. It highlights your store policy and excellent customer service.
Free shipping seals tell customers they won't encounter surprise costs at checkout, while return policy badges communicate that purchases carry minimal risk. Both types work to lower barriers that might prevent customers from completing their orders.
This trust badge should be displayed along with the money back guarantee badges, should you choose to use them. Many businesses place these badges on checkout pages, About pages, or in website footers where they remain visible throughout the shopping experience.
It's understandable that people are wary about providing personal data online. With the number of data breaches that have occurred and identity theft being such a huge topic of conversation these days, it's no wonder that consumers are so cautious about their online purchases. This is why gaining their trust is so crucial. We understand that your time is important, and some of these trust badges take a little effort and money, but the increase in sales and your return on investment will make it worth it.
Trust Badges FAQ
Where should I place trust badges on my website?
The best locations are high-visibility areas like your checkout page, product pages, and near “Add to Cart” buttons. You can also include them in the footer of your homepage so they remain visible throughout the customer journey.
Do free trust badges work as well as paid ones?
Yes, but recognition matters. Free SSL certificates (from providers like Cloudflare) can still protect your site, but customers are more likely to trust familiar brands like PayPal, Visa, or Norton. Using recognized logos can have a stronger impact on conversions.
How do trust badges improve my conversion rate?
Trust badges reduce buyer hesitation. By showing your site is secure and customer-friendly, they directly address the top reasons for shopping cart abandonment—fear of fraud, hidden costs, or unclear return policies. This reassurance helps turn browsers into buyers.
What are the most important trust badges for ecommerce stores?
The top five are: SSL/security badges, payment method badges, third-party endorsements, money-back guarantee seals, and free shipping/returns badges. Together, these cover both security and customer service concerns.
Should small businesses use trust badges too?
Absolutely. In fact, trust badges can level the playing field by giving smaller ecommerce stores instant credibility. Displaying badges from well-known payment providers or review platforms shows that your business is safe and reliable, even if you’re new to the market.