One of the biggest contributing factors to shopping cart abandonment is the lack of consumer trust. In fact, one study showed that 63% of shoppers abandoned a site because they didn’t trust it or feel secure.

The good news is this is an easy fix and there are a few simple things you can do to alleviate these concerns, help your customers trust you and decrease abandonment.

Add a Security Seal

Security seals like Verisign and Thawte let visitors know your site has been validated and their information is safe. And it turns out, those little seals can make a big impact on conversion. boosted their conversion rate by 2.7% while upped their average order value by 16.7%…just by adding a security seal!

Costs for a seal can run upwards of $2000/year but but with 71% of online shoppers specifically looking for the seal, it’s probably worth it.

Display Credit Card Logos

According to Pivotal Payments, credit card logos on a website will increase buyer confidence, increase conversions and reduce shopping cart abandonment. That sounds like exactly what we want!

We suggest adding credit card logos to your checkout page next to the credit card form field. Need an image? Smashing Magazine offers a great list of icons and places to download them.

Use Thoughtful Wording

What we say makes a big impact on conversion. Think about it. A simple change in a call to action button increased conversions by 62%. A headline change upped conversions by 28%. The words we use make a difference in how people purchase online.

The same thing applies to security and trust. You need to tell people their data is safe, tell them your site is secure and make them feel they can trust you.

Amazon does a great job of this just getting you to sign in (see image above).

Provide Social Proof

With customers now paying more attention to online reviews than word of mouth, you need as much social proof as you can get, both on the web and on your website.

Be sure to include testimonials, news stories and happy customers on your website. And don’t be afraid to ask your customers for reviews. You’d be surprised how many of your customers are willing to help.

Offer Live Chat

Live chat is a simple and affordable way to show customers that you are a legitimate business and willing to help them through the buying process. Live chat can increase conversions and help you gain valuable marketing insights.

Some good live chat tools we’ve seen include oLark, Volusion, BoldChat and SnapEngage.

Note: Just make sure you have the resources and are available to answer questions. There’s nothing worse than live chat with no responses.

Provide Contact Info

Show people you are a real company with real people. Offer a phone number for them to call, give them an email address they can reach you at and don’t be afraid to put pictures of your employees on the site.

A great example comes from SEO Perks. Their contact us page includes a phone number, a physical address, a link to their team page and a contact form.

Write a Blog

Last and maybe most surprising, write a blog. A blog can give your site personality, depth and it’s a great way to connect with your target audience and again, show people you are a real company who cares about them.

Entrepreneurship in a Box has a great article on why your business needs a blog. Reasons include ‘Help you in branding’, ‘Build community’ and ‘Build trust’. Aha!

These simple tactics can help you build trust of potential customers and can help you reduce shopping cart abandonment.


Mike Arsenault
Mike Arsenault is the CEO and Co-Founder of Rejoiner. He works with 350+ online retail & eCommerce companies like Hallmark, eTix, Liftopia, and Vtech Electronics to help them grow faster using lifecycle email. He once lived aboard a 36' sailboat in Boston.