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The Power of the Trust Box

Many online stores expect miracles when they consider conversion optimisation for their websites. But can conversion optimisation really work wonders? Well maybe not overnight, as there is no such thing as a “one size fits all” solution. But specific tests can significantly improve a website’s conversion rate. What needs to be tested? Which elements on a websites are promising and entice customers to buy a product? Conversion optimisation can show you numerous opportunities, ranging from where to place the navigation bar, and choosing the right images, to the trust box, which we will talk in more detail about in this blog post.

 

The trust box: a small element with large significance to your customer

The trust box: a small element with large significance to your customer

Potential customers should always come first because, as the saying goes, the customer is king. And it works the same way online. Therefore, your primary goal should be to “spoil” the website user. First of all, you need to gain the customer’s trust. This means, you need to lead the user through the entire page and accompany him at every step: starting from when the user visits the website, up until he concludes the purchase. This way, the customer feels welcomed, likes exploring the website, and is very likely to buy something.

To consolidate this feeling of trust, we recommend integrating a trust box into your website. It can contain a number of things from customer reviews, certificates, test reports, or unique selling propositions (USPs).

All these elements promote trust and indicate that the customer that has visited a reputable website. The trust box should be placed in a spot that is easily visible for the user. To determine the best position you can analyze your page using eye tracking. There are various tools that produce valid results and that can help you finding the main focus points.

The below example shows a possible location for the trust box using the example of the German website Zalando. On the homepage, probably the online shop’s strongest landing page, the trust box is already integrated.

However, during the first three seconds the average user won’t notice it because is not in one of the website’s eye-catching areas. That’s why, despite strong traffic, there might still be a high exit rate.

It is important to pick up the user and to maintain his interest especially on the homepage and on other relevant landing pages.

 

Homepage of the German online store Zalando

Homepage of the German online store Zalando

The following image shows the landing page with an integrated trust box in the eye-catching area. The user notices it within the first three seconds, increasing the user’s trust in the vendor during the most important moments.

 

Rearranged online store: the trust box is now in a prominent position

Rearranged online store: the trust box is now in a prominent position

During all steps of the purchasing process, which starts with the product detail page and ends with the purchase you have an integrated trust box that is immediately noticed by the users.

As a result we (almost) reached our goal to lead the customer through the page, and with the trust he or she gained accompanying them to their purchase.

The visualization of a trust box, which is present during the entire stay on the website, significantly increases consumer conversion rates. Studies on the positioning of trust elements, carried out by QUISMA, have shown that simply repositioning the trust box on your website can increase the conversion rate by up to 30 percent. The customer is king, and if the king is happy, so are the website operators.

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