It cannot be bought, forced or demanded. You can have it, but not hold it. It can take years to win, and can be lost in seconds - and it's the most important element of any transaction or relationship. Although technology and changes in the way we do business have made it easier to buy and sell without fear of being scammed (or offering some sort of recourse if you are), most transactions we we do every day are based primarily on trust. Many websites and online retailers use trust signals to put potential customers at ease, but what are trust signals? How do they work? What makes them so effective? And - perhaps most importantly - how and when should you use them?
What are trust signals?
Trust signals are items that are often displayed on the websites and physical outlets of physical businesses to help customers feel more secure in their decision to patronize a specific business or purchase a product or a specific service. Some trust signals are little more than logos that offer assurance that a retailer or site belongs to a certain cell phone number list business organization, while others are proof of a company's conduct or trustworthiness. Trust signals can vary widely in form, but they all serve the same function: to make potential customers feel better about doing business with a business. As such, trust signals are a part of conversion rate optimization.
What are the different types of trust signals?
Some confidence signals are immediately recognizable, while others are more subtly implied. It all depends on the type of business in question, the industry or vertical the business is in, and dozens of other factors. As a result, there are many different types of trust signals.
Guarantee trust signals
Collateral is one of the most common types of trust signals. These signals of trust can be extremely powerful (and even expected in some industries) as they provide peace of mind to the consumer. They assure potential customers that in the event that a retailer or website proves to be unscrupulous, or if the customer changes their mind or is unhappy with their purchase, their money or investment is protected. This can be something as unique to your business as a specific refund or return policy, to including the Visa or MasterCard logo on your website.
These confidence signals are ubiquitous in the financial services market, and for good reason. They are also among the most common and recognizable symbols in the world, simply because we are so used to seeing them. In fact, they're so common that they're often more shocking or suspicious if we do n't see them.