Trust signals are elements that confirm to the visitor that a real company stands behind the website and will deliver on what it promises. For an unfamiliar brand, they matter more than price. They include full identification and contact details including address and phone number, clear terms and conditions and a returns policy, transparent information about price, shipping and returns, visible customer reviews, photographs of real people and premises, certificates and memberships, a secure connection, and well-known payment methods. Trust is reliably undermined by the opposite: hidden contact details, missing identification details, generic stock photos, typos, outdated information, and fees that only appear at the last step. Check the website through the eyes of someone who has never heard of your company.
See also: Social proof, Friction in the conversion process, Online review management.
