You see them all the time without even noticing. Trust logos are usually seen on checkout pages, but some stores put them at the footer of all their shop pages. Some examples:
Note: Trust logos are also referred to as trust marks, trust icons, security badges, SSL badges, trust seals, etc.
Many studies have been done and at this point there’s little doubt that adding trust logos to your standard e-commerce checkout forms help convert shoppers simply by putting them at ease. To further explore this topic, see these references:
- 6 Ways To Optimize Your eCommerce Checkout (point #6: Reassure customers their card details are safe)
- Proper placement of “trust logos” can make a huge difference in conversion rate
- 9 Ways to Build Trust in Checkout (point #2: Security badge)
Trust logos along with credit card images, lock icons, and statements about encryption all contribute to a shopper’s perceived security of your checkout process. Of course it still need to be technically secure and encrypted via SSL.
But should these security icons and badges be added to mobile e-commerce checkout forms with their limited screen size and bandwidth?
I didn’t yet find anywhere that’s already run studies on mobile trust logos in particular, but personally I would first try adding one or two trust logos horizontally. Not more than three, and not too big. You don’t want to clutter up the small screen.
Since you’re only going to use one or two security badges, stick with proven logos such as McAffee, Norton and Verisign (maybe PayPal if you use it). Here’s a couple studies done on which seals are commonly recognized and “trusted”:
- Trust Logo Recognition Precedes Presence
- Which Site Seal do People Trust the Most? (2013 Survey Results)
As far as where to place the seals, I would first try placing them above the credit card field, since you want to reinforce security on the credit card field.
The downside to adding trust logos is more vertical scrolling. But like adding labels above fields on mobile checkout forms, studies show this doesn’t prevent the user from completing forms.
Ultimately how do you know adding trust logos to your mobile checkout pages will improve conversions for your sites?
Well you don’t. Not until you test them. So go ahead and create some A/B tests and see what happens. I’d love to hear what ends up working and what doesn’t.