Trust elements are content and image material on a website, which is supposed to strengthen the level of user trust in the website or online store. Trust-building actions are intended to ensure more sales in the medium term and long-term customer loyalty. Common trust elements are seals or testimonials (references).
In contrast to over-the-counter retail, the online trade is still a very young field of business. Due to the lack of direct contact to sellers or consultants, customers often have trouble distinguishing legitimate from unreliable online retailers. The trust required for the purchase or contract conclusion is missing. This is where trust elements come in because they can significantly influence the number of conversions.
Store operators or even just young startups are therefore well advised to work with trust elements in order to bring about purchases and/or desired visitor action in order to achieve higher conversions in the long term. The relevance of trust signals could also be demonstrated in the context of neuromarketing investigations.
Trust elements can appear on websites in many different facets. Here is a brief overview:
Trust elements should be clearly perceived by visitors, but should not distract from the overall appearance or corporate design. It is therefore recommended to place trust elements on the homepage and across all pages of the website. Confidence-creating elements are important especially in the shopping cart and during the payment process in order to provide the buyer with a secure feeling, but trust elements can also be used in e-mails or invoices.