7 tips to build trust in e‑commerce websites.

All relationships are built on trust, confidence and reliance based on evidence, past experiences, and reliability, typically built over time with repeated interactions.

While most businesses can foster connection via multiple brand interactions online and offline, e-commerce businesses' main engagement with users is their online store.

The insights and tips that follow to build trust in e-commerce websites are based on a collection of insights from Baymard Institute’s e-commerce UX research articles and our ten years of experience in building the best online experiences.

Adios!

Trust goes hand in hand with safety, and while it is relatively easy to assure safe transactions with dedicated software like Shopify or PayPal, making users feel safe is a whole other deal — if they don’t, they’ll walk away from closing the deal or won’t even make it to checkout.

Data on cart abandonment highlights key areas for building trust. Notably, lack of trust in the website (especially when disclosing credit card information) ranks as the third leading cause, according to this study. While website crashes/errors are also factors, they’re less significant compared to long or complicated checkout processes and unclear total costs.

Now, you may be wondering — where to begin with so much room for improvement?

Design, of course!

Baymard’s research suggests that the average e-commerce site can improve its conversion rate by 35% solely through design improvements (to the checkout process). As a Design-led agency, our first tips for fostering trust focus on a visual angle, obviously.

Another study confirms that users’ perception of a site’s security largely depends on “gut feelings” and visual cues. Some page sections may seem more secure than others, making it crucial to enhance security perception early in the design process. Simple visual tweaks—like encasing credit card fields in solid colours, adding site seals (even if made-up ones), or including functionally void padlock icons—can make a significant difference. Platforms like Shopify, Ecwid or Snipcart already include the latter by default.

Additionally, don’t forget to consider the bigger picture: ensuring brand consistency and well-crafted design across all user touchpoints—the website, app, newsletters, emails, social media profiles, and even packaging is the way to go. Using the same colour schemes, logos, and tone of voice will reinforce brand lovability and trustworthiness, boosting conversions.

Finally, follow accessibility tips and guidelines to ensure a pleasant navigation experience for all users. In 2024, 44% of online sales are expected to be on mobile devices, so these should be considered on all devices.

Safety first!

Logically, there’s no point in adding safety visual clues to checkout if there aren’t any effective security measures implemented. Ensuring SSL encryptions to protect customer data and payments are added and displaying security certifications like PCI DSS compliance will give customers extra peace of mind. Offering alternative payment methods beyond credit cards, like PayPal and MBWay (available in Portugal only), will allow customers to pick whichever they find safest. Furthermore, implementing two-factor authentication for account logins can certify customers their personal information is protected.

FAQcts go a long way.

Word of mouth.

Showcasing customer reviews and testimonials helps build trust, and including positive and negative feedback adds authenticity. Responding professionally to negative reviews is equally important, as it demonstrates that customer service is a priority and feedback is valued. Taking it further, integrating video testimonials can provide deeper insights and enhance credibility.

Product information and shipping costs.

Transparency is essential for building trust. In addition to displaying customer reviews, include detailed yet concise product descriptions, size guides, material details, usage instructions, and, ideally, high-resolution images showcasing the product from multiple angles. Enhancing the shopping experience with demonstration videos or virtual try-on features can reduce uncertainty and increase buyer confidence.

Given that 21% of users abandon carts due to a lack of clarity on the total costs they will need to pay for delivery, it is clear that displaying these details as early as possible in the customer journey is a best practice. Additionally, providing clear explanations of return policies and the terms of product guarantees will further enhance brand trust.

About page.

A well-crafted About page enables brands to connect emotionally with their audiences and show their cultural relevance. Offering valuable insights into a brand's origins, values, mission, and social impact, it has the potential to jumpstart the shift from brand awareness to brand lovability.

Including brand milestones, highlighting partnerships, linking press mentions, and showing off awards will demonstrate to users that the brand keeps evolving. On the other hand, including contacts (email and/or phone number), a physical business address, or even an interactive map of the locations of headquarters and shops will lend credibility and transparency, and it also helps with SEO.

Oops, something went wrong…

Although only 17% of users cite website crashes or errors as their reason for abandoning shopping carts (as noted in Baymard’s study above), ensuring that online stores run smoothly should be a top priority for any retailer.

While layout bugs may not directly impact security, many users perceive websites with such issues as less secure. This is especially true during high-traffic periods like Summer Sales or Black Friday, particularly during checkout, so it’s essential to meticulously scrutinise flows and address even the smallest layout issues—preferably across a wide range of browsers and devices.

However, encountering new bugs is inevitable whenever a new website version goes live. Adhering to a well-structured Quality Assurance protocol and resolving errors will significantly reduce user issues. And when errors occur (and trust us, they will), a friendly or witty error recovery page (such as a 404 page) can help put users at ease.

Proofreading content is another critical aspect of building trust online. Without other communication cues (like facial expressions), well-written copy goes a long way in reassuring users of a business’s legitimacy.

Fast & Furious.

Time is money, especially in an era where our attention span rivals a goldfish's. With this in mind, fast-loading websites are crucial for enhancing user experience—particularly on e-commerce platforms, where conversion rates drop by an average of 0.3% for every additional second a page takes to load. To optimise performance, aiming for a response time under 4 seconds is ideal, regardless of the website’s purpose.

Besides server performance, slow response times are caused by third-party scripts, inefficient code, and heavy, high-resolution images. However, by incorporating performance tests into any QA protocol, retailers can easily identify which pages need optimisation and take action. At Significa, we’re big advocates of open-source tools, and we rely on Lighthouse to measure and compare website performance before and after our work.

Website Image Size Guidelines for 2024 - Shopify​

Tips & Tricks recap.

If you are looking for the TL;DR of this article, you’ve come to the right place. Here’s a boildown of all the best practices we’ve covered to build trust in e-commerce websites:

• Design for Trust: Incorporate visual elements like solid colours, site seals, and padlock icons to enhance security perception and follow accessibility guidelines.

• Keep It Consistent: Ensure brand consistency in design, colours, and tone across your site and all other platforms.

• Show Social Proof: Highlight customer reviews and respond to feedback to build credibility.

• Be Transparent: Display product details, delivery costs, and return policies early in the customer journey.

• Tell Your Story: Use the About page to connect emotionally with your audience. Include contacts and a physical business address.

• Secure Payments: Use SSL encryption, trusted payment options, and two-factor authentication to protect transactions.

• Speed Matters: Regularly test and optimise your site’s loading time for a smoother user experience. Remember to optimise all images for the web!

  While we can't guarantee these strategies will instantly boost your conversion rates, they will help build trust with your customers and make them feel safer when making purchases. Shopify’s customer trust checklist is a great resource for further reading.