How to Establish A Trusted And Credible eCommerce Website

Posted by Murray Sye

on Fri, Dec 5, 2014 @ 02:28 PM

ecommerce website

Picture this: I'm on your website, with credit card in hand, and I'm ready to buy.

But I'm hesitant. It only takes a few seconds, but I'm not feeling it.

I was ready to give you my money. But what I saw – or didn't see – gave me second thoughts.

Click, I'm gone.

What happened? And how do you avoid this from happening on your site? 

When it comes to online shopping, establishing credibility and trust are critical. Here are 3 customer touch-points, each offering 'trust-building' opportunities:

Touch-Point #1:
When they first hear about you

Many will be hesitant to make a purchase from an eCommerce store they've never heard of. You have a chance to establish trust from the beginning via your advertising.

A well-designed ad can help establish a great first impression. But, here are a few quick and handy tips and things you may want to mention in your advertising.

  • Mention total number of orders shipped.
  • List the phone number(s).
  • If you're a verified reseller of a brand, support this with a logo or mark.
  • If you've been quoted in a credible publication, show that quote.
  • Include customer service hours.
  • Mention the number of customers served.
  • Include "Trusted since xxxx".
  • If you take PayPal as a payment method, do mention it.
  • If you're on Stella Service, mention your ranking. Also add a link to that rating.

Touch-Point #2:
When they enter and browse your website

So they've entered your website and are browsing, that's very cool. Now here are some ways to build upon those resources.

You don't recommend adding all of these elements to your page. It's important to test and find a healthy balance that increases sales.

  • Imagery – Use only high quality images.
  • Reviews – Highlight reviews of products showing that other people shop at your eCommerce store.
  • Testimonials – Customer testimonials (with faces) on pages may help. Embedding a tweet adds freshness to this section.
  • Contact – Make your contact info clear. You may even want to put it at the bottom of every page.
  • Policies – Returns policy / other policies easy to find.
  • Thought leader – Educate users on your products. Being a thought leader can be beneficial.
  • About – A photo of your staff in your About page can help. If you were previously a founder of another company or worked for a well-known company, do mention it clearly.
  • Credibility – If you're a member of Better Business Bureau, post your grade (badge) on your website.
  • Live chat – Live chat may help build a relationship, which can build trust.

Touch-Point #3:
When they put the items in the cart

Now they have put items in their cart. You have a visitor with an intent to purchase, so let's not lose them. They're so close to becoming a customer, but how do you assure them through the checkout process and complete the sale?

  • Mention – the number of orders to be shipped.
  • Show – where your shipping facility is. People may like to know where their product is coming from.
  • Get – an SSL certificate to make sure you have https.
  • Contact – List the phone number(s).
  • Delivery – Show a delivery date and not the shipping date.
  • Security badges – like McAfee Secure, VeriSign, etc.


Follow these touch-points and implement as many of these recommendations as you can. Over time, you'll find that visitors to your site will be more likely to purchase your products based on the credibility and trust that you've provided.

free ebook–ecommerce reorder marketing

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

Follow WhiteSpace

Join Our Mailing List