In this guide you'll find 49 things you can do to build trust that increases conversions and gets more customers coming back to your online store.

1. How to increase conversions through credibility
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2. Welcome to your
E-commerce Trust
Guide
Content
Website trust guidelines
highlight how your website can build trust
Website requirements
how to achieve them
Website recommendations
on how to get your page ready for maximum sales
This guide will help you!

3. What an
ideal PAYMENT page
looks like
E-commerce Trust Guide
Must-have attributes for building trust to increase conversions
and getting accepted for online payments
The COMPANY Logo CHECKOUT
Purchase summary
Blue iPhone Case
Product details where required
Red iPhone Case
Product details where required
Subtotal € 39,98
Shipping € 5,99
Total € 45,97
€ 19,99
€ 19,99
Display logo and company name
to make it easy to identify your
company
State clearly prices and trans-
action currency
Make sure shipping costs (and
method) are clearly shown

4. Improve conversion
and lower chargeback
rates Display Payment brands, links to your policies,
security indicators and contact details
PAYMENT DETAILS
Accepted cards
Card Holder´s Name
Card Number
Expire date
Cancel
This payment will be billed to the card you specified. The name on the statement will be company.com
Secure
Payment
SSL
Secured
Return Policy · Refund Policy · Shipping information · Private Policy
Support · Terms & Conditions · Contact
CVC
Show credit card brands clearly,
according to credit card scheme
guidelines
Show security indicators
Mention the descriptor on the
payment page
24/7 Support
0800 1234 5678
support@company.com
CONTINUE
Links to your policiesSupport and Contact details
E-commerce Trust Guide

5. Summary
TIPP
Display information about automatically recurring payments especially for
subscription based pricing (e.g. Software as a service)
• Display directly on payment page
• Sole hint in Terms & Conditions is not sufficient
A good payment
page can help
you to
Improve your conversion rate
Provide a good shopping experience
More returning customers and referrals
Lower chargeback rates
E-commerce Trust Guide

6. Make your customers’
experience an easy one
Provide an informative and transparent
website to your customers
Company name and logo
• Display your company name and logo clearly on your website
(best place is the header)
• If your company name (legal entity) varies from your website
name, make sure to mention it in your terms and conditions
(TC)
Complete description of goods and services
• Display a detailed description and prices of your offered
goods and services, especially important for new websites
• If your Website is available in different languages, provide the
same content in each language
E-commerce Trust Guide

7. Display company address
details and facilitate
easy contact
Transparency improves user experience and
conversion
Company address
• Display your company address clearly on your website
• Use your “Contact” or “About” page
Support number, E-Mail and reaction time
• Display your support information either in the “Contact” or
“Support” section
Searchable descriptor
• Descriptor is shown on your customer’s credit card statement
• Use your company or Website as the descriptor so your
customers remember the purchase easily
• This will also make sure you can easily be found in search
E-commerce Trust Guide

8. Customers need to know
about your policies
Display your policies clearly and make your
Terms Conditions easy to read
Shipping policy
• Explain when invoices are issued and how
• List shipping destinations and methods
• Display information on average delivery time (per destination)
• Provide information on additional taxes or fees that
might be applied
• State shipping costs clearly per method, region or other
criteria
Terms on refunds and cancellations
• State refund criteria clearly (time frame and other conditions
and limitations), e.g. EU 14 days, except digital and custom-
ized goods
• Be transparent on what customers need to do to cancel
an order
• Make sure you show contact details (e-mail, fax number,
address, etc.) to send documentation or goods
E-commerce Trust Guide

9. Customers need to know
about your policies
Display your policies clearly and make your
Terms Conditions easy to read
Return of goods
• Explain clearly under which conditions goods may be returned
• State how returns should be made (method of shipment,
packaging, etc.)
• Provide address where to ship returned goods
• Explain what your customers are entitled to when returning
goods (refund, exchange of item, etc.)
Privacy policy
• Provide a link to your privacy policy whenever you ask your
customers to enter personal details
• Explain clearly which information are saved, transferred to a
third party, used for statistics, advertising etc.
• Explain how to opt out of a mailing list
• Provide an e-mail address where your customers can ask for
deletion of their personal information
E-commerce Trust Guide

10. https://www.paymill.com
Make your website safe
Make your customers feel safe and that they
can trust your Website
Secure payment page
• Make sure your URL starts with HTTPS
• HTTPS is an additional security layer used by the browser
when transferring data from the page to the server
Highly advised to get an SSL certificate
• Without SSL, it could be possible for intruders to alter your
customer’s requests or steal data
• Include the seal provided by your SSL provider in your website
footer and on your payment page (indicator of security)
• Make sure your SSL certificate is valid and has not expired
• Make sure the certificate is issued for the URL(s) you process
with PAYMILL, or in your company’s name
E-commerce Trust Guide

11. Meet industry
standards
Place links in your Website footer and dis-
play accepted credit card brands
Website footer
• Display all useful links in your website footer (TC, privacy
policy, about us, contact information, etc.)
• Website footer should appear on every page
• Provide address where to ship returned goods
• Explain what your customers are entitled to when returning
goods (refund, exchange of item, etc.)
Visa MasterCard Logos
• Display logos next to the payment options
• Use only official card logos
• Perfect credit card icons are available here
PAYMENT DETAILS
Accepted cards
Card Holder´s Name
E-commerce Trust Guide

12. E-commerce Trust Guide
support@paymill.com