April 1, 2020
How to Build Trust in Mobile Ecommerce Checkout?

How to Build Trust in Mobile Ecommerce Checkout?

Did you know that concerns about security
are one of the key reasons users abandon checkout on mobile devices? Users simply do not trust every online store.
They are afraid of being tricked. That’s why today I’m going to show you
how to build trust among your users to grow your mobile conversion rate. Hi everyone! My name is Pawel Ogonowski and
I’m the Ecommerce Optimization Guy. Would you give your data to a total stranger
that looks shady? I bet you wouldn’t. Would you put your hard earned money into
a bank that doesn’t look solid? For sure not. And would you make business with a company
that doesn’t seem trustworthy? Absolutely not! Your website must be like a solid storefront
and a neatly looking clerk that users trust straight away. And a perceived level of security is crucial
when users are about to provide you with their personal data or payment information. And
this is what they basically do in the checkout. Of course, if you’re a well-known brand
like Amazon or Apple then tips that I’ll provide today may not have a huge impact on
your bottom line. But if you’re a 6, 7 or 8-figure online store then you might capitalize
on this strategy like a lot! Ok, let’s get our teeth into some delicious
examples which I have prepared for you today. Let’s start with asos.com. What strategies
do they use to build trust among their users? First, they use SSL protocol which adds a
green padlock on Google Chrome and a subdomain „secure”. Second, they have a Comodo Secure Seal in
the right-hand corner and such seals and badges are known for building trust among users pretty
well. Third, they use credit card issuers’ and
payment providers logos. These are well-respected brands and they are associated with security.
This perceived security that a user feels is transferred to your website. Another example comes from Nixon and I wanted
to show you just one trick that they are using. Instead of showing a branded trust seal they
are using a made up „secure shopping” symbol with a padlock. Funny as it may seem I have seen some A/B
tests where such solutions have simply worked and delivered conversion rate uplifts. If
I were them I would just switch to a green color to make the message stand out a little bit more. A crucial place to add some trust building
design elements is the credit card form. Visually encapsulating the form is a good idea as it
adds visual robustness to it. By encapsulation, I mean adding a border or background color
just like Newegg does. Believe me or not, this simple trick makes
the credit card form feel more secure. Ok, let’s sum it up. How can you build trust
in your mobile checkout to grow conversion rate: One, remember that it’s all about a perceived
security. What you implement doesn’t have to do anything from a technical standpoint.
The way it looks and feels is all that counts for the user. Two: add a security badge or seal. It can
be either issued by some respected brand (like Norton, Comodo or TRUSTe) or can be totally
made up. Three, encapsulate section where users provide
credit card information. You may also add some extra messaging nearby about security
with a padlock. Four, show logos of respected payment and
credit card brands: Visa, MasterCard, PayPal and so on. Five, and this is utterly important — as
Baymard Institue points out: layout quirks erode user trust. When users see that something
is messed up on the website they may think that the website has been hacked! So make
sure that everything looks and works flawlessly. And finally: Test every single change before
you finally implement it. Ok, folks, that’s all for today! Have a great
day and see you in the next episode of Bite-size Ecommerce Optimization! Ta-ta! I know that some of these strategies that I’ve mentioned today seem like a total non-sense as they do not add anything to the security from a
technical standpoint. What do you think? Aww, I see that you’re suspicious… C’mon, trust me!

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