Trust Signal

Any element on your website, social media, or marketing that reduces buyer scepticism and builds credibility. Trust signals include testimonials, press logos, certifications, case studies, guarantees, and follower counts.

Online buyers cannot physically inspect your product or meet you in person. Trust signals do the work of building confidence before purchase. Removing trust barriers is often more effective at improving conversion rates than improving ad creative.

A founder adds 12 customer testimonials, 3 press logos, a 30 day refund guarantee, and her founder story with photo to her sales page. Her conversion rate increases from 1.8% to 3.4% with no other changes. Trust was the bottleneck.