5 Trust Badges That Reduce Cart Abandonment for Businesses

5 Trust Badges That Reduce Cart Abandonment for Businesses

Trust Badges Can Increase Conversion Rate for E-commerce

Trust badges are the key to increasing your conversion rates for any business websites.

What are trust badges and how can you utilise it to your advantage from your competitors?

A trust badge is a badge or seal that you place on your website that is meant to inspire or induce trust in your potential customers.

These are usually visible during add to cart and checkout stages but placing them directly on the home page is also gaining trend. 

They provide website visitors that your page is legitimate and any data customers share will be secure through third-party service providers.

When trust seal companies have agreed to place their badge on your website customers can be assured that all the processes taking place are safe and secure. 

Trust badges come in different shapes and sizes and signify different things to potential customers like security features that keep credit cards and other private information safe.

Global Cart Abandonment Rate

For e-commerce retailers this is a huge lost opportunity especially when you consider all the costs and effort it takes to get consumers interested in your product or service in the first place.

This is a huge toll on your bottom line if you let 75% of visitors leave without making a purchase after:

  • creating content
  • social advertising
  • referral marketing,
  • investing into branding
  • SEO and SEM
  • optimising their journey with smart UX and CRO strategies

What is a Trust Badge?

trust badge is a symbol or icon placed on your website that assures your visitors and customers that the page is legitimate and all processes are safe and secure.

How to Calculate Shopping Cart Abandonment Rate?

To calculate the cart abandonment rate- you need to divide the total number of completed purchases by the number of created carts.

Subtract from one and then multiply by 100. 

How to calculate Shopping cart abandonment rate

For example – if you have 300 carts created and 100 completed purchases then your cart abandonment rate is 67%.

How can we stop abandoned checkouts?

You can help reduce the number of people who abandon their shopping cart on your site:

  • analysing your current checkout funnel
  • email remarketing
  • SMS remarketing
  • retargeting ads
  • by using exit intent overlays
  • live chat and chatbots and more

Do Trust Badges work?

Actualinsights* asked study participants two key questions to see how trust badges has had an impact on them.

Here is the first question.

Impact Of Trust Badges -Q1

Over 75+% of consumers did not buy because they did not recognise the particular logos – which show the importance of recognised trust badges is paramount.

Here is the second question.

Impact Of Trust Badges -Q2

As you can see – over 60% of consumers did not make a purchase because there were no trust badges.

Consumer’s still had a significant amount of doubt regarding a brand’s security measures when trust badges were not present.

Failure to use or include the right ones could be a potential deal breaker.

Can Trust Badges Improve Conversion Rates?

In today’s digital world it is normal for consumer to be cautious of online shopping since a lot of people have been losing their identities, security, cash and more simply buying a product online. 

When customers come to your e-commerce website for the first time they are being introduced to your brand.

You want to ensure that they know your e-commerce website is a safe, secure and trustable for them to complete their purchase.

On average over 75% of potential customers who visit an e-commerce site abandon their carts. Trust badges may be the answer to battling shopping cart abandonment.

Cart Abandonment Rate By Industry

There are numerous reasons why almost three-quarters of customers do not complete their purchases.

A study from the Baymard Institute outlines the major factors:

  • 17% of respondents said that they did not trust the website with the credit card information
  • 21% of them pointed to the lack of trust or complicated online checkout.

It is clear that building that trust is an integral part of increasing your conversion rate.

Cart Abandonment Rate During Checkout

There were a lot of different elements that play a role in building trust but the most important factor was having trust badges displayed on the website.

A whopping 48% of respondents said that trust badges reassure them that the site is secure and trustworthy

Trust Badges - Sense of Security & Trust

The same survey found that:

  • 76% of respondents said trust seals affected their sense of trust in a website.
  • 61% said that they had not made a purchase because there were no visible trust badges or logos when they went to a website. 

There are five main types of trust badges that you can add to your website.

Each one has a different meaning and is used for a different purpose.

They are in no order or importance since all of them are equally important for their intended purposes.

Examples Of Trust Badges

You can either use a couple or all of them on your website simultaneously and it depends on what you are trying to achieve.

This is the most important type of trust badge the safe checkout badge is a seal given when you sign up with a company that provides an SSL certificate.

Secure Socket Layer -SSL protects the internet connection and the information that is shared across that connection.

Safe Secure Layer - SSL

This badge indicates that your checkout process can be trusted, the information is encrypted and your customer’s credit card information is safe and secure. This kind of trust can help to improve your conversions.

There are many safe checkout badges out there but the most trusted and recognised badges quickly alert your customers that your site is trusted.

Paypal Secure Payment

The most well-known SSL badge is from Symantec and you may recognise them better as Norton, VeriSign or LifeLock.

You can also get trust badges that are recognised around the globe from PayPal and Shopify. 

Safe Checkout Badges are most effective when displayed near your Add to Cart buttons and on your checkout page

2. Accepted Payment Badge

When consumers see a recognisable brand it helps them feel more confident and that is why accepted payment badges are so effective.

Having MasterCard, Visa and PayPal badges as your payment options can boost the level of trust in your website.

Most Familiar Brand vs Most Trusted Brands

A study conducted by cxl.com found that consumers are familiar with a brand they have a perception of security. The study says – For the most part -greater familiarity also meant a greater feeling of security. 

It also confirmed that a whopping 42% chose Visa-MasterCard as the most recognised brand while PayPal was voted as the most trusted brand with 25%.

You can place these buttons in the footer of your website and also on your payment page.

3. Free Shipping & Free Returns Badge

By letting your customers know that they can receive and return any products ordered without any additional fees – you eliminate some of the perceived fear and risks of ordering from an online store.

This can be introduced through trust and safety for your customers with a Free Shipping and/or Free Returns badge.

Free Shipping - Delivery & Free Returns

This badge is flexible in placing and can be used effectively at different places across your website.

We recommend having a Free Shipping and Free Returns badge on all Add to Cart and Checkout pages.

It can also be effective on your homepage, header and on you Frequently Asked Questions page or a dedicated Shipping and Returns page.

By offering free shipping and free returns you are letting your customers know that you believe in the quality of your products, their happiness and satisfaction. 

This trust badge is a perfect match to a Money-Back Guarantee Badge if you are choosing to use one.  

The money back guarantee badge is possibly the most effective trust badge of all.

It completely eliminates the fear and perceived risk of buying a product or service online whilst assuring your potential customers that you have their best interests in mind.

Money Back Guarantee Seals-Badges

This badge is completely free you can make it yourself to match your brand or find a free downloadable version online. 

If you have a Money Back Guarantee Badge you should display it loud and proud so every single customer sees it.

It should be in the same places as your Safe Checkout Badge near the Add To Cart button and the Checkout button

These trust badges are about showing that your business is credible because it usually involves an application and review process which signals to consumers that you are an established business.

Better Business Bureau - Accredited Business Badge - BBB

If you cannot think of any third-party endorsement badges then think about the Better Business Bureau Accredited Business and Google Customer Review badges. These are two of the most trusted examples.

Best-Digital Marketing Services - google verified customer reviews badge

A third-party endorsement badge can take a lot of work but the extra work is worth the extra payoff as these badges can have a immense impact on your conversions.

Just think about when you shop on Amazon – you look for highly-rated items with lots of reviews and even an Amazon Best Seller badge. Think of these third-party badges in the same way.

Amazon Best Seller

Consumers are more likely to buy from you if they know that other customers have had a great experience buying from your store.  

These badges are usually placed in the footer of your website and should be more prominent than the accepted payment badges.

Each trust badge has its advantages and disadvantages but all of them have shown to increase trust and conversions so how do you know which badge is most effective for you?

With regards to safe checkout badges the brand that you choose has a large impact on how much reassurance it gives to your customers.

In a study conducted by cxl.com the three most recognised branded trust badges for safe checkout were McAfee (79%), Verisign (76%) and PayPal (72%).  

Most Recognisable Trust Badges - Heatmap

Brand recognition is important since it is correlated with the logos that give customers the most reassurance.

PayPal, Verisign and McAfee topped the list in that order and the results show the gap between the recognisable brands and others.

Most Recognisable Trust Badges

If you are in a position to offer a money back guarantee then do so since it is a powerful trust badge that you can implement.

There have been instances where – just by adding money back guarantee trust badge on website have seen sales increased by 32%

Free shipping badges and offers have been shown to increase sales between 16% and as much as 90%.

The best solution is to use a few trust badges together so this will have the biggest impact on your conversion rate.

Crunch the numbers to find out which badges are most cost-effective for your business. 

There are many options when it comes to trust badges. Some of the most esteemed badges are expensive example – McAfee Secure starts at $15/month but scale up as the size of your business grows. 

If PayPal is one of the ways you accept payments then their free trust badges are a perfect way to start increasing your conversions. 

With downloadable PNGs or as source code available you can have a PayPal badge up on your e-commerce store today.

Click on the image below to view full list.

They have three different types of badges available:

  • Return Shipping is On Us
  • Backed by PayPal
  • Support Small Businesses 

If you have a Shopify E-commerce store then this app is available through the Shopify App Store and it is a perfect addition to your website.

Click on the image below to view full list.

You have access to 670 different accepted payment badges in a variety of design styles that you can easily drag and drop to your product pages.

If you upgrade to premium then you can have your accepted payment badges on your cart page, homepage and the footer.

Convertful’s free downloadable PNG badges are great for any e-commerce store with 60 different free badges that cover 6 major sales objectives.

Each badge comes in five different styles so you can choose something that works with your store’s design.

Click on the image below to view full list.

Convertful are looking at the problems that customers identify that lead them to abandoning their carts and tailor their badges to solve those problems.

Badges include:

  • Secure Payments for those worried about sharing their information online.
  • Money-Back Guarantee to inspire trust in your product and services.
  • Express Checkout to avoid losing the 35% of people who abandon carts when they have to create an account.
  • Free Shipping & Free Delivery to combat the extra costs that are too high.
  • Fast Shipping & Delivery for those worried about slow shipping times.
  • Payment Options to list the variety of payment options you accept.

TrustLock.co has over 120+ free website trust badges that you can use on your e-commerce store.

You must link back to their homepage to use them for free but that is a small price to pay for a somewhat recognisable badge.

Click on the image below to view full list.

The free badges include:

  • 30-Day Money-Back Guarantee 
  • Credit Card Processor Logos
  • Fully Secured SSL Checkout
  • 100% Satisfaction Guaranteed
  • 100% Money-Back Guarantee
  • Guaranteed Safe Checkout
  • AES 256-BIT SSL Secure
  • Best Price Guarantee
  • Free Shipping
  • PayPal Logos or Stripe Logos

The free badges do not have the TrustLock logo featured on them. To access badges with the logo you need to pay for a premium account which costs anywhere from $9 to $20 per month. 


You have approximately 5 seconds to build trust with your potential customers.

Displaying trust badges on your website is definitely a cart abandonment solution whilst creating trust with your customers and increasing conversion rates.

However if you are finding it difficult then seek an experienced marketing agency like Best–Digital Marketing Services to help you set up strategies to recover sales through shopping cart abandonment.

Contact us today and see how we can help you boost your lost sales through cart abandonment.

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5 Trust Badges That Reduce Cart Abandonment for Businesses