What’s the 80/20 newsletter? Created by LOGO.com, each issue breaks down one small but powerful marketing tip that drives big results for businesses. Let’s get into it!
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The 80/20 Trust Booster Rule
Hi {{given_name}},
Have you ever been about to buy something online, credit card in hand, and suddenly a wave of doubt washes over you?
"Is this site legit?" "Is my payment info safe?"
That hesitation is a conversion killer!
💡This week’s 80/20 rule - Add a trust badge to your checkout page.
In other words, give your customers a clear visual like a security icon or a satisfaction guarantee that it’s safe to shop with you.
Let’s break down how it can help reduce cart abandonment and boost sales.
Why This Rule Works
🧠 Customers hesitate to buy when they don’t trust a website. A simple visual cue, such as a money-back guarantee, SSL security badge, or “trusted by” logo reduces friction and increases conversions.
Online shopping inherently involves a degree of uncertainty because customers can't physically inspect the product or interact face-to-face with the seller. This is where trust badges step in. They act as visual reassurances, signalling that your business is credible and that their information is safe.
Here’s the psychology:
Reduces Perceived Risk: When shoppers see familiar security seals (like Norton or McAfee) or payment logos (like Visa or PayPal), it reduces their anxiety about data breaches or fraud. This is especially critical during checkout when they're about to share sensitive financial information.
Builds Instant Credibility: Trust badges from recognized third parties (like the Better Business Bureau or industry certifications) lend your site instant credibility. It’s like getting an endorsement from a respected authority.
Leverages Social Proof: Customer review badges (e.g., from Trustpilot) or even simple "satisfaction guarantee" icons tap into the power of social proof and reassurance. If others have had a good experience, or if there's a safety net, new customers feel more confident.
The Halo Effect: Positive associations with well-known trust marks can extend to your entire brand, making it seem more reliable and professional overall.
One case study saw a 42% increase in form conversions just by adding a VeriSign trust badge to the checkout page! Another noted a 58% increase in conversions after adding a Trustpilot badge displaying customer reviews.
These small symbols tap into deep-seated psychological needs for security and validation.
Businesses That Leverage This Rule
Many successful e-commerce businesses, big and small, understand the power of trust signals.
🛡️ Knockaround: This affordable sunglasses brand prominently displays trust-building statements on their product pages like "130,000+ 5-star product reviews" and "Free returns on all standard U.S. orders." While not traditional badges, these text-based assurances serve a similar purpose in building confidence.
💳 Gymshark: The popular activewear brand displays familiar payment logos like Visa, MasterCard, American Express, Klarna, and ApplePay in their website footer and again on product and cart pages. This reassures customers that their preferred and trusted payment methods are accepted securely.
🌟 Smol: This cleaning product company uses customer review badges (from Feefo, which itself has a "platinum trusted" badge) and endorsement badges like B Corp certification and the Leaping Bunny (cruelty-free) logo to build trust through social proof and shared values.
These companies know that making customers feel secure is key to completing a sale.
How to Apply This Rule to Your Business
Ready to boost your customers' confidence? Here’s how to add trust badges to your site:
1. Identify Key Trust Concerns for Your Audience: Think about what might make your customers pause. Is it concern about payment security? Product quality? The hassle of returns? Knowing this helps you choose the most impactful badges.
2. Choose Relevant Badges: There are several types of trust badges, each addressing different concerns:
🛡️ Security Badges (SSL Certificates): These show your site encrypts data. Look for icons like a padlock (often automatically shown in the browser bar with SSL) or badges from providers like Norton Secured, McAfee Secure, or TrustedSite. Essential for checkout pages.
💳 Payment Badges: Logos of accepted payment methods like Visa, Mastercard, PayPal, Apple Pay, Google Pay. These signal secure transactions with familiar providers.
✅ Satisfaction/Guarantee Badges: "Money-Back Guarantee," "Free Returns," "Satisfaction Guaranteed." These reduce the perceived risk of purchase. You can often create these yourself.
⭐ Endorsement/Review Badges: Display ratings from platforms like Trustpilot, Google Customer Reviews, or Yelp. These provide social proof.
🚚 Free Shipping/Fast Shipping Badges: If you offer these, highlight them! Shipping costs are a major factor in purchase decisions.
🏢 Business Accreditation/Partnership Badges: "Better Business Bureau Accredited," "Featured In Forbes," or industry-specific certifications. These build credibility.
3. Strategic Placement is Key: Don't just stick them anywhere! Place badges where they'll have the most impact:
Checkout Page: Absolutely critical for security (SSL) and payment badges. This is where customers are most vulnerable and need reassurance.
Product Pages: Near the "Add to Cart" button is a great spot for satisfaction guarantees, free returns, free shipping, or key product certifications.
Homepage: Good for general trust signals like "As Seen In" media logos, major payment options, or overall satisfaction guarantees.
Footer: A common place for payment logos, BBB accreditation, or other site-wide endorsements.
4. Keep it Clean and Credible:
Don't Overdo It: Too many badges can look cluttered and untrustworthy. Stick to a few well-chosen, recognizable ones.
Use Recognizable Brands: Familiar names like PayPal, Visa, Norton, and BBB carry more weight.
Ensure Legitimacy: Only display badges you've actually earned or services you genuinely use.
Summary of Rule and Actions
To recap, here’s how to use the 80/20 Trust Booster:
1️⃣ Identify Customer Hesitations: Understand what might make your specific customers nervous about buying from you.
2️⃣ Choose Relevant Badges: Select 2-4 key trust badges that address those concerns (e.g., secure checkout, payment options, money-back guarantee, free returns, key endorsements).
3️⃣ Place Strategically: Put badges where they matter most – especially on the checkout page, product pages near the CTA, and potentially the footer or homepage.
4️⃣ Use Recognizable Symbols: Prioritize well-known security seals, payment logos, or reputable review platforms.
5️⃣ Keep it Clean & Authentic: Avoid cluttering your site. Only use badges you're entitled to display.
Website Review
🔎 For this week’s website review, let’s look at Welly. Welly is a company that creates playful and durable first aid products, including bandages and first aid kits, designed with unique features and vibrant aesthetics for active individuals and families.
💡 The Good: Notable Website Best Practices Observed:
Engaging Visuals & Brand Consistency: The homepage uses large, playful images and videos that highlight unique product features (e.g., color-changing bandages) and resonate with the target audience (active children and parents) by emphasizing durability and fun. A consistent playful tone and vibrant colors reinforce brand identity.
Effective Product Categorization: The "Shop by Category" section uses clear and appealing images for "Bandages," "First Aid Kits," and "Blemish Patches," allowing for intuitive navigation.
Strong Visual Hierarchy: The use of large headings, bold text, and distinct sections creates a clear visual flow, guiding the user's attention.
🔧 Suggestion: Key Areas for Improvement:
Diversify Testimonials: While the existing teacher testimonial is strong, adding testimonials from parents, healthcare professionals, or even children could broaden appeal and highlight different aspects of product satisfaction.
Enhance "Welly World" Entry Point: The "Welly World" content hub could attract more engagement if its link on the homepage included a small preview image or more enticing descriptive text.
Strengthen Newsletter CTA: The "STAY IN TOUCH" email input could be made more persuasive with a prominent call to action that clearly outlines the benefits of subscribing (e.g., exclusive offers, new product news).
Have a website you want reviewed?
Reply and let us know—we’d love to take a look!
Resources for this edition
See you next time for another simple, high-impact strategy!
The LOGO.com Editorial Team
Product Spotlight 💫
Branded Merchandise
Preview your brand on over 200 popular products, including t-shirts, hats, mugs, notebooks, and more. Use a logo you created on LOGO.com or upload your own. It’s fast, simple, and a great way to bring your brand to life.