Trust signals

Users considering a purchase or signup have doubts. Trust signals systematically address them.

Types

• Payment security (SSL badge, Norton, McAfee)
• Money-back guarantee
• Customer testimonials
• Industry certifications
• Privacy guarantee
• Company legitimacy (about page, physical address)

Placement

• Near forms/checkout
• On pricing page
• Above fold (subtle)
• Dedicated trust/security page

Avoid

• Cluttering with too many badges
• Dated-looking badges
• Obvious stock-photo testimonials

What to do with this

• Place trust signals near conversion decisions (CTAs, checkout), not buried in footer, timing matters
• Prioritize real testimonials + logos over generic badges, sophisticated visitors detect the difference
• Update guarantees and refund policies so they feel current, dated-looking badges hurt more than they help
• Use specific numbers (4,200 teams, $4.2B processed), round "thousands of happy customers" reads as made up
• Test trust signal placement, the right position for your specific page can lift conversion 10-20%