Trust signals are elements that are often displayed on websites to help customers feel more secure in their decision to buy from that business. This includes:
88% of customers will check out reviews before making a final decision on a purchase, so displaying positive reviews within your webshop can only be a good thing. And, with free review tools like Google Reviews and some Trustpilot plans, there’s really no reason not to be actively collecting and displaying new customer feedback.
These show your customers that you accept a variety of payment methods while providing extra reassurance to new visitors that you’re a legitimate business.
When a customer parts with their money, they need assurance. This is the point in the process where they are most vulnerable to leaving; no matter how much they like your product, they won’t buy it from you if they don’t trust you. Ensure they’re visible throughout your website (the website footer is a good place to display them) but particularly on the checkout page they can have the biggest impact.
Has your business won any awards? Have you gone to great lengths to get your products certified by important industry standards? Make the absolute most of this hard-earned recognition by displaying the appropriate badge for your website visitors to see.
Customers may not spend ages studying these, but just the fact that they’re there at all could save you from losing those extra-vigilant customers – particularly if you stock high-value, high-engagement goods.
Wherever possible, display multiple images that give customers the opportunity to view the product from different angles, as well as some ‘lifestyle’ shots enabling shoppers to visualise themselves using the product.
More images on product pages has been linked to a higher rate of add-to-baskets. An extra benefit of adding more content to your product pages is that it increases the average ‘dwell time’ on each page; shoppers will spend longer on your website while they browse the images. This is one of the many signals that Google uses to determine its rankings of search engine results.
It may not always be practical or easy to take more product images – for example, if you’re a furniture drop-shipping company – but this is where you can focus on incentivising user-generated content.
Optimising your product images
For each image used on your site, consider the image’s file size compared to the physical space it occupies on your webpage. It can be a tricky balance to strike, but the bottom line is you need to reduce the file size of your image as much as you can without compromising the quality. Doing this will enable your pages to load faster and give a better user experience. You should also try to use PNG files over JPEGs wherever possible.
While you’re at it, make sure all your images have alt-tags, or “Alternative Text”, describing the picture and what it’s meant to show. That way, if an image doesn’t load, loads too slowly, or your website visitor is visually impaired, they can still get an idea of what the image would have been about. It’s also important for SEO: Google places a relatively high value on alt texts to determine what is on the image but also to determine the topic of surrounding text. With that in mind, make sure you include your page’s keyword in the alt tag of at least one of the images used on that page.
No Dead Ends
Make sure every page is working towards your goals; making online sales, building brand recognition and/or educating your customers. This is as simple as making sure there’s a call to action on all your pages – for example, at the end of your blogs, make sure you’re making it easier for the reader to make a next step – such as getting in contact, viewing a related product, or reading another relevant blog.
Keep reminding customers that they can contact you for more information, sign up for updates, or benefit from any offers you have running at the moment. Pages that don’t encourage any further action will cause more visitors to leave your website altogether.
These call-to-actions don’t all need to be forceful – this could turn your visitors off – but including some well-placed links may increase the average length of time people spend on your website and ultimately drive more people to convert.