A trust badge is a small visual indicator (icon, text, or logo) on an ecommerce website that communicates credibility, safety, or value — like "Free Shipping," "Made in USA," "30-Day Returns," "Secure Checkout," or third-party certifications.
Trust badges reduce friction by answering common objections before they're even asked.
Trust badges are especially important for smaller or newer brands. If someone's never heard of you, they need reasons to believe you're legitimate, that their payment info is safe, and that they're not going to regret this purchase.
Trust badges work because they provide social proof and reduce cognitive friction. Instead of customers having to hunt for your return policy or wonder if you ship internationally, the badge tells them instantly.
Common types of trust badges:
- Shipping-related: "Free Shipping Over $50," "Ships from USA," "Fast Shipping"
- Returns/guarantees: "Easy Returns," "30-Day Money-Back Guarantee," "Lifetime Warranty"
- Security: "Secure Checkout," payment processor logos (Visa, PayPal, Apple Pay), "SSL Encrypted"
- Quality/origin: "Handmade in Oregon," "Small Batch," "Certified Organic," "Woman-Owned"
- Third-party validation: BBB, certifications, "As Seen In" press logos
The key is to use trust badges strategically, sans desperation. A product page covered in 14 badges obv looks spammy. A few well-placed ones (near the ATC button, in the footer, at checkout) feel reassuring.
Tips:
- Place trust badges near high-friction moments: next to the Add to Cart button, at the top of checkout, in the cart drawer.
- Um, shouldn’t have to say this, but: don't make up certifications or use badges you haven't earned!! Customers will notice. That doesn’t mean you can’t invent creative ones that are also true, like “🤍 Loved By Moms”
- "Free Shipping" and "Easy Returns" are two of the highest-impact badges for conversion — if you offer them, make them visible.
- Keep badges visually consistent with your brand (don't use random clip art or garish colors).
