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How to increase conversions through credibility
< E-commerce Trust Guide 
/>
Welcome to your
E-commerce Trust
Guide
Content
Website trust guidelines
highlight how your website can build trust
Website...
What an
ideal PAYMENT page
looks like
E-commerce Trust Guide
Must-have attributes for building trust to increase conversio...
Improve conversion
and lower chargeback
rates Display Payment brands, links to your policies,
security indicators and cont...
Summary
TIPP
Display information about automatically recurring payments especially for
subscription based pricing (e.g. So...
Make your customers’
experience an easy one
Provide an informative and transparent
website to your customers
Company name ...
Display company address
details and facilitate
easy contact
Transparency improves user experience and
conversion
Company a...
Customers need to know
about your policies
Display your policies clearly and make your
Terms  Conditions easy to read
Ship...
Customers need to know
about your policies
Display your policies clearly and make your
Terms  Conditions easy to read
Retu...
https://www.paymill.com
Make your website safe
Make your customers feel safe and that they
can trust your Website
Secure p...
Meet industry
standards
Place links in your Website footer and dis-
play accepted credit card brands
Website footer
• Disp...
E-commerce Trust Guide
support@paymill.com
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The E-commerce Trust Guide

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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.

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The E-commerce Trust Guide

  1. 1. How to increase conversions through credibility < E-commerce Trust Guide  />
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. E-commerce Trust Guide support@paymill.com

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