As seen on TV. As seen on Forbes. As seen here and there. These are all excellent ways to show your customer that you are legit and you’re a big deal. The homepage is the traditional location for trust badges, but what about visitors arriving from an ad? Or those who search for the product they want without scrolling all the way down the homepage? How do you give them one last push?
This is where a trust badge on your product page comes in. With traditional retail stores, there is always the expectation of purchase. This doesn’t apply to online stores. The e-commerce cart abandonment rate is 69.99%. Seven in ten people come to your store, put some items in a cart, and leave without completing the purchase.
These are just the people who add items to their cart but never go through checkout. If we include those who browse without ever adding an item to their cart, the figure would be a lot higher.
The competition is a click away
Now that we know the e-commerce cart abandonment rate, what do you think the corresponding rate for physical stores is? How many people drive to a Walmart, fill a cart with bread and mayonnaise, then leave it and go back home empty-handed?
While we don’t have the exact figures, it’s safe to say they’re somewhere in the single digits. I for one rarely leave a store without purchasing anything. The only time that happens is when the store doesn’t have what I want.
This is because switching physical stores come with a significant cost. Walking from store to store takes effort and humans don’t like exerting any more effort than is absolutely necessary. Brick-and-mortar stores also have other people around which creates some social pressure to actually make a purchase. You can’t just loiter around. It’s weird. Online stores have no such social signals to spur shoppers.
The competition is also only a click away. It’s not like with physical stores where a customer may have to walk a whole block to find the competitor. All it takes is a few taps of the screen. It’s practically effortless.
To keep your customers from leaving, you need all the help you can get. Few things do this as well as trust badges. Position them strategically on the PDP and you’re golden. Put them somewhere below the product images and description. If you have a few (say two or three), you can put them near the reviews. If you have more, only show the most important one near the reviews and stuff the rest at the bottom of the page.
For a really prestigious trust badge, incorporate it into the product packaging and have the customer see it when she scrolls through the product images. And do stick to one badge on the product. Don’t overdo it.