The improvement of trust badges is significant in increasing conversions and sales in eCommerce businesses.

In a given scenario, a customer is 17% more likely to complete a transaction online when provided with a trust badge at the checkout, a simple symbol reassuring the customer they’re heading in the right direction.

So, what exactly are they, and how can you easily incorporate them into your business?  Let’s dive right into what trust badges are and the various types that you might be able to use to increase your online conversions and sales.

What Are The Trust Badges? 🤔🥇

Trust badges are exactly what they sound like: a badge, or symbol, that is used to instill trust in the consumer that your business is authentic and legitimate. You might see a different name used for them, such as trust seal, and they work as visual reminders to the consumer that your business is trustworthy. There are several varieties of them, which will be covered shortly, and the ultimate reason that online shops and services use them is to make the checkout process for a consumer both safe and to provide security and trust.

When third-party companies agree to allow your business to use their specific seal, they are confirming to potential customers that your business is authentic and that their data is secure.

What do trust badges look like? 👀

If you’ve ever checked out from an online shop, you’ve likely noticed the small credit card symbols at the checkout, a simple reassurance. Below is one example of what the badges may appear like, as found PNGkey.com.


The images may vary depending on the badge itself. As an example, Visa has several options in how it can be displayed. One option is a simple logo, while another is a more thorough logo with blue-and-yellow bars below and above it.

Something to note: when implementing a trust badge on your eCommerce site, consider which will be more in keeping with your visual theme. If a jarring bright green SSL badge feels less natural to your website, it will also leave your customer questioning the validity. Keep this in mind while choosing which trust seal you utilize, as well as the appearance within your website.

Types of trust badges 💁🏽‍♂️

What kind of trust badges are there? Let’s check out one of the must-have requirements for security, and 5 nice-to-have types of seals that you can utilize on your shop:

The one trust badge that you must implement is a Secure Socket Layer Certificate Badges, more commonly called an SSL badge. By default, any plugin for an online cart or shopping experience will almost always include an SSL certificate badge. Without it, the shopping process can not be considered secure and leads to a data breach. SSL has been around since 1994 and is part of the overall security protocol known as Transport Layer Security, or TLS. It is one of the basics of internet security, and is used to transmit sensitive information, such as credit card information when shopping.

Luckily, if you’re utilizing a Shopify account for your online shop, it is automatically SSL secure. This means any credit card information is encrypted, and your customers will see a little padlock in their URL when checking out, a sure sign that their information is safe.


Now that we’ve briefly covered the absolute must-have badge for security, let’s delve into the top 4 most used other options.  

  • Accepted Payment Badges ✅

To add legitimacy, most online shops now include the small visual signs for the accepted payment types, from credit card logos to the PayPal logo. They are small images but will let the consumer know how they will be able to pay before they enter their information.

  • 3rd-Party Endorsements 👍🏼

The third-party endorsement trust badge incorporates an outside party to verify the validity of your business, and add credibility to your online store. Some of the most common ones are Better Business Bureau, VeriSign, and Google Trusted Store, but there are a handful of other options that may help increase sales.

For a thorough look at the most trusted 3rd-party endorsements, you can refer to a study compiled by Baymard Institute that delves into the most commonly trusted seal.


It may or may not come as a surprise to you that Norton was the top most trusted sign when people went to pay online, followed by McAfee. As Baymard Institute notes, a third-party endorsement seal, “typically denotes business authenticity.” Nothing more, nothing less.

  • Money-back Guarantee Badges 🤝💵

Many shops offer a 30-day money-back guarantee badge, and while it is rarely taken advantage of, it’s that simple reminder to consumers that the product you’re selling is legitimate. This is one of the two most common “homemade” options for trust badges. This means that the only one that is responsible for this badge is your company, instead of a 3rd party.

Because you have more freedom in what this looks like, peruse some of the online options, or consider having a badge specially made to look cohesive with the rest of your branding.

  • Free Shipping and Return Badges 📦

Free shipping and return badges are exactly what you’d expect: that friendly small reminder to shoppers that their products will be sent free of shipping charge.  

These are some of the most reassuring badges in the era of Amazon Prime. Amazon Prime made “free shipping” something to be taken for granted, so when consumers come across something similar to what they could get elsewhere but with free-shipping, they’ll often do this. While consumers might not want to leave the comfort of their house to shop, they also don’t want to pay for the convenience. A free shipping option can seal the deal for those on-the-fence consumers.

For these, you can make your own, or simply download a royalty-free image from multiple sources such as VectorStock or Shutterstock. Just make sure if you do add one to your website that you’ve chosen a royalty-free option.

Impact On Conversions & Sales

If you’ve ever arrived at an online checkout, only to notice that there’s no note of which payment types are accepted and thus navigated away, you’re a prime example of why trust badges matter to conversions.

Trust matters for conversions ⚖️

In a list compiled by the Baymard Institute, the organization compiled 41 studies focused on why consumers abandon an online shopping cart. Of the people who abandon their shopping cart, 17% said it was due to concerns in credit card security. This isn’t a number to scoff at!

Image credit: Baymard.com 


This Baymard graph showcases the reality of how many consumers abandon their online shopping carts, and the main reasons why. While some of those are outside of your control, one easy fix is to always make sure that there is a valuable trust badge to remind people looking to purchase items that your business and product is legitimate and worth the money.

On average, nearly 70 percent of shoppers abandon their shopping carts for various reasons. That means that if you were to have 1,000 shoppers add something to their cart, only about 300 of them would actually make it through the entire checkout process. If you improve your security via trust badges, you could be looking at improvement of around 120 more shoppers (approximately 17 percent of that remaining 700 consumers) making it through the checkout process.

Suddenly, the percentage of consumers making it across the finish line increases from about 30% to close to 40%. Now that is a very real increase in sales.

So, yes, security really does matter. If you haven’t updated your store to include at least one trust badge, now is the time to make a difference in your online sales.

Now, does it matter which trust seal you implement in your store and what should you take into consideration before adding trust badges to your checkout process?

First, the generational impact of trust badges is significant.

CXL performed a study in 2016 on trust seals and found that Paypal was most trusted by those aged 50 and older, Sitelock was most useful for those falling into Generation X, and finally, millennials were most apt to purchase something with a stamped “Google Trusted Store.” Interestingly, there were also gender differences in trust badges, with women preferring a Better Business Bureau stamp. To read the rest of the findings based on 2100 people, you can check it out here.

This can have a definitive impact on your sales; if you understand your ideal consumer, including age and gender, you’ll be better equipped in knowing which trust badge to use for your business.

Additionally, as noted earlier, you’ll want to make sure the color and images of the badge you use feels natural to your store.  Gone are the days of the internet when you can be directed to an entirely different site to complete the purchase. Just ten years ago, this was not outside the norm. Today though, a shopper is wary even when the theme of the website isn’t in agreement with the checkout process. If a badge doesn’t add trust because it feels distinctly different than your website, it is worthless.

How To Add The Trust Badges To Your Shopify Store? 📝

So, now that you understand the importance of badges to your conversions, let’s get to the nitty-gritty of how to install them to your Shopify store.

There are two pretty simple options for adding trust badges to your Shopify store 🧐

Option one: use a free App

The first one requires an app in the Shopify App Store called Free Trust Badge. If you’re uncertain you’re downloading the right one, it has over 1,200 downloads.

Once the app is downloaded and installed, there are a few things you’re going to want to change. Some of the things you may want to change include the following:

  • The wording and color of the pitch text
  • Which badges are selected to appear
  • The sizing and color theme for the individual badges to match your color and shop theme

After you’ve saved these selections, you’ll automatically see the trust badges you’ve selected directly below any product in your store. The trust badges will show up directly below the Add to Cart option.

• Option Two: edit code

The second way to integrate trust badges is via some code tweaking in your Shopify store, which is not difficult but will require a few more steps which are outlined below. Keep in mind it may vary slightly depending on which theme you are using in your Shopify store.

Download royalty-free images to use. You can find them at several places as mentioned above.

  1. Navigate to your Shopify settings.
  2. Under settings, click on “Files”
  3. Click the blue button in the upper right corner titled “Upload Files,” and select the image you’ve chosen to use. The file will then show the File, the URL, and the size.
  4. Select and copy the entire URL address, then navigate back to your online store. (This may be easier with a second tab to click back and forth.)
  5. Once at your online store, you’ll see your current theme you’re using. Under the actions drop-down menu, click on “Edit Code.”
  6. In the list on the left, click on “Sections” to open up the options, then click on product-template.liquid.
  7. Once here, locate the last </div> under the AddToCart section. Beneath that, press  Enter or Return twice on your keyboard to add two blank lines.
  8. Type in the following code: <img src= “your pasted URL from step 4”>
  9. Press Save.
  10. Voila, you’re finished!

That’s the second option for you and gives you more options as far as what your trust badges look like, but does include a little bit of code editing.

Honor your trust badges expectations 😇

If you’re really looking to increase your sales, a trust seal is a straightforward way to show authority and appear as a legitimate business. When you implement a trust badge in your eCommerce website, make sure you abide by the expectations of them as well. For instance, if you state that you have a 30-day money-back guarantee, make sure to honor it. It also would do no good to have a payment badge of four credit card types if all you accept is Visa and MasterCard, and would likely turn customers away from the products sitting in their checkout cart.

If used appropriately, trust badges ensure that your products are viewed as trustworthy, and will help a customer feel more comfortable when providing information to make a purchase.

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