4 Tips for Increasing Trust on Product Pages

So much effort is put into driving customers to product pages that it would be a shame to lose them after they arrive. A high bounce rate on a product page clearly indicates that something is wrong with your web design, user experience, or value offering. And in many cases, customers bounce because they don’t trust the product or the company behind it.

The Relationship Between Trust and Conversions 

Trust is a big issue in the relationship between brands and consumers. Whenever money is exchanging hands, people want to feel confident they’re getting something of value in return. While this is certainly true with any business, it’s arguably more important in ecommerce. There’s a barrier that exists in the ecommerce sales model and customers aren’t afforded the same benefits they typically enjoy when shopping in a physical store environment.

In the world of product page optimization, there’s a well-known theory called “The 5 Second Rule.” Under this theory, if a user cannot tell exactly what you’re offering them within the first 5 seconds of visiting the page, they’ll bounce. Furthermore, if they don’t feel confident in your presentation and value offering, they’ll also leave.

In other words, you have only a few seconds to establish trust and clearly convey what you’re offering. In an ideal world, you’d get a few minutes to do this. Unfortunately, we don’t operate in a perfect marketplace. If you want to build trust and increase conversions, you need to do it quickly and efficiently.

4 Helpful Tips for Increasing Trust

If you aren’t totally confident in your product pages, then you need to head back to the drawing board and seek out opportunities to increase trust. Here are a few ideas to provide you with a launching point.

1. Use Trust Badges

Trust badges are excellent for making claims and increasing trust in users. If you have a policy that includes a money-back or satisfaction guarantee, including a button or logo near the “Buy Now” or “Add to Cart” button can be extremely effective. Here’s a good example from Redbubble of what this looks like in practice.

2. Incorporate Social Proof

Social proof will always be the most effective method for establishing trust. The reason is that customers naturally trust their peers more than brands. A company is likely biased, whereas a consumer doesn’t necessarily have anything to gain from a positive rating or review.

There’s a lot of flexibility when it comes to social proof on product pages. There are customer testimonials, ratings, quotes, videos, Q&A sections, and more. Use a couple of different elements and find out what works best with your customers.

3. Put Trust Signals Above the Fold

While it’s a good idea to spread out different trust signals throughout a product page, work from the top down. Your primary focus needs to be above the fold, since this is the area of the page that gets the most visibility.

Here’s a great example from a popular athletic footwear company. As you can see, they frequently advertise flash sales, deals, and discounts in the top banner. This helps ensure it’s the first thing a visitor sees and influences the rest of the shopping experience.

4. Mention Sales Statistics

One of the best things you can do for a product page is tout the success you’ve already had. People are more likely to purchase a product if they know that it’s been around for a long time and there are hundreds/thousands/millions of satisfied customers.

If you have a reliable sales statistic or figure, find a way to incorporate it into the product page. This is what Codeacademy, an online coding program, does on its homepage when they say, “Join over 25 million learners from around the globe.” This leads the visitor to think, “If it’s good enough for 25 million people, it’s probably good enough for me.”

Make Trust a Priority

There’s a lot that goes into product page design and optimization. You have to think about layout, content, design, speed, and dozens of other independent variables.

However, you can’t forget trust. In order to maximize conversions on product pages, the end user needs to feel like they can trust you. These tips should get you started, but always be on the lookout for new opportunities to grow.

About Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

4 Responses to 4 Tips for Increasing Trust on Product Pages

  1. Hi Larry, great article and exactly why we created our platform at trusttd.com… help digital product marketers build social proof and trust with their potential customers. Trust badge, social proof and sales evidence all in one based only on genuine product sales.

  2. saki says:

    thanks for shared wonderful information of giving best information.its more useful and more helpful. great doing keep sharing

  3. Manoj Joshi says:

    For Increasing the sale of product it is very important to get trust of customers toward our products and services. Nicely explained what we can put on website to build customers trust. I will defiantly speak regarding this with our Website Designing Company to make these changes on product page.

  4. Good article, we’ve got most of these implemented. Another feature which we find pretty handy is a 3D interactive image as well as product shots from all angles.