The foundation of business is trust. Today’s customers have access to a multitude of options at the click of a mouse, and sellers can track their transactions. But the most important metric, trust, is difficult to fully understand.

How is trust built when a customer buys a new product online or from an unfamiliar store?

1. First impression through the website

Customer request situation: Is this site safe? Can I find the product I want and is the site easy to navigate?

▶ Business Objectives: Set the main page that appears on first visit to match the overall feel of the store.

Regardless of the customer’s purchase history or the product they are looking for, the design and layout of your store have a huge impact on their first impression and trustworthiness. The main page is your store’s signboard, so it is essential for building customer trust and you should focus on making a first impression. A good first impression creates an opportunity for customers to take the next step.

The research shows that there are certain elements that customers need when evaluating a site. Once the essential elements are met, you can then focus on the finer details. You can divide it into two areas and see which one you should prioritize more.

Essentials

- High-quality photos and consistent, stylish content throughout the site

- Clean layout

- Easy to use navigation on all devices

Recommended Elements

- Category names that are easy to understand what they mean

- In case of international sales, price information is provided in the local currency and content is organized in the buyer's language.

- Fast page loading without errors

Example: How Hat Club's website can help ease anxiety

Take Hat Club, a company that sells a mix of branded and licensed hats. One of the competitive advantages of this store is its loyalty program , Hat Club Membership, which allows customers to receive hats at a discounted price. In order to build trust with customers and encourage repeat purchases, the loyalty program should be presented as a value-added perk that encourages each visitor to dig deeper into the site beyond the main page.

▲Hat Club's main page image

What are the advantages of Hat Club site design?

- A clean layout and simple navigation make it easy for customers to navigate the site and make a purchase.

- We have a corner called ‘This Week’s Specials’ where we display unique products.

2. Provide essential information to customers

What the customer is asking: Will this product solve my problem? Is it well made and in the right size or dimensions? Is the price fair and can I afford it?

 ▶ Business Objectives: .Ensure easy access to product information through detailed product pages, accurate search results, and collection pages.

The first place a new customer will go off your homepage is typically your product page, which is where they evaluate the value of your products no matter what store you’re visiting.

The right layout and design elements on your product pages can help customers easily see if each product offers the value they want. Images, descriptions, size charts, inventory and stock details, shipping costs, and tax information can grab customers’ attention.

While there is no one-size-fits-all way to design the perfect product page, it does show that there are some basic details you should definitely consider to ultimately build trust.

Essentials

- Various product photos on each product page

- Product descriptions organized into individual sections for readability

- Add a size chart to the product page when necessary if the product size varies.

- Recent reviews of the product

Recommended Elements

- Insert return instructions and shipping information

- Insert product video

- Desktop pages: A 'quick view' option on collection pages that allows customers to view products without having to open the product page.

Example: EM Cosmetics photo

EM Cosmetic is a makeup brand that encourages self-expression through its products. Since beauty products can affect a customer’s appearance and identity, it is important for customers to be able to imagine the results of using each product.

EM Cosmetic needs to clearly explain how its products meet each customer’s needs through specific user reviews in addition to product photos to build trust with customers. That’s why it emphasizes the review section as a supplement to the detailed product description and visualization of the product through animation.

▲EM Cosmetic product page image

What are the benefits of EM Cosmetic product pages?

- Clear layout and product descriptions, concise sections and subheadings

- Customers can easily know the capacity of the product

- Clearly display the number of product reviews and ratings at the top

- Register an option to sign up for email notifications that will send you an email when stock is added if the product is out of stock.

3. Share your story and why you started your business

What the customer requires: Is this an honest business and is it treating its customers fairly?

 ▶ Business Objectives:  Help them feel confident that their business is legitimate. If you have a mission or values, share your brand story and why you started your business.

Customers visit the About Us page to learn more about the brand and seller behind the product. We need to provide answers to two of their curiosities on that page.

First, the interest in a brand’s About us page is when someone doubts whether the store is real. Customers want to know that the business is long-term and that the site will not suddenly close. This is where the Contact page becomes useful. Phone number, email, and offline store location can reassure customers.

Secondly, many customers are interested in whether a business shares their mission, purpose, and values ​​(e.g. sustainability). Through the About Us page, they will learn more about who they are buying from and how they are operating their business to cater to socially conscious customers.

Essentials

- About Us Page

- Contact page

- Insert contact information on the contact page

- Insert detailed brand story on About Us page

Recommended Elements

- A professional email address related to your site domain (e.g. info@yourstore.com, not yourstore@outlook.com)

- Online chat option on Contact Support page

- Insert offline store location on Contact page, if applicable

Example: Tease connects with customers by sharing principles

Tease is a brand specializing in sustainably sourced loose leaf tea. But like many conventional brands, Tease is more about selling. The brand’s purpose and principles—including its commitment to sustainably sourcing its products and its unwavering commitment to empowering women through its Charitea Program—are as unique to the company as its rich catalog of teas. It’s a story worth telling, and one that they skillfully share on their About Us page.

▲Image from Tease's About us page

What are the benefits of the Tease site About us page?

- Put your value-driven brand message front and center

- Structured in detail to help customers learn about our mission and values.

- Clearly explain the founding story and who the founders are.

4. Display current customer satisfaction

What the customer requires: Do other customers believe that the product matches its description, and does the seller treat customers fairly?

 ▶ Business Objectives:  Provide the social proof your customers are looking for about your brand and products.

Customers value the peace of mind that comes from unbiased customer and store reviews, so they naturally pay attention to what previous customers have to say.

When considering a purchase from a new site, customers want to check reviews on product pages, external sites, marketplaces, and social media before completing a transaction. They are especially looking for warnings from previous customers or feedback that contradicts the product information. For example, on social media, customers can judge the truthfulness of the ratio of followers to likes on Instagram.

Sellers should be aware that community opinion is a factor in determining product purchases.

Essentials

- Positive product reviews with an average of 70% or more

- Post product reviews on positive social media (e.g. Instagram, YouTube, etc.)

- Product review window with customer ratings and descriptions

- Follow social media such as Instagram and Facebook

- Exposure of positive site reviews on external sites (e.g. Google, Facebook, Yelp, Trust Pilot, Amazon, eBay, etc.)

Recommended Elements

- Product reviews with photos

- Product reviews with videos

- Insert a link directly to the product page on social media

Example: EM Cosmetics uses reviews to alleviate customer curiosity.

EM Cosmetics encourages product reviews, especially by including photos and other details for customers, to increase the credibility of their products. Although the transparency of reviewers may expose criticism and criticism, it can instill trust in future customers and help them find reviews that help them say, “Just like me.”

▲EM Cosmetic's review page

What are the benefits of EM Cosmetic product reviews?

- In the ratings and reviews section, we clearly summarize the product with five stars and recommend the product 100%.

- Customer reviews with photos

- Customer reviews with detailed descriptions

5. Make sure the transaction is transparent and easy.

What the customer requires: How much is the shipping cost, how much does it cost, how long does it take to ship, are the payment options friendly, secure and work well?

▶ Business Objectives:  Eliminate the risk for your customers when paying total and shipping costs.

"Price is what you pay, value is what you get." High-quality photos and attractive copy help convey the value of your product, but buyers want to know the total price, including all discounts and fees , as soon as possible when they make a purchase.

Pricing is simple, but the price of a product and the customer’s perception of its value are subjective. That means adding context to the price and reducing unnecessary surprises is a way to build trust.

Essentials

- Clear and easy to understand refund policy

- For international shipping, a shipping policy that clearly states customs duties and taxes

Recommended Elements

- Standard shipping costs are listed

- Apply discount code to cart

- Ability for customers to edit the contents of their shopping cart

- Familiar payment methods (PayPal, Shop Pay, etc.)

- Optional tracking of delivery status

- Rewards and discounts for future sales shown on the order confirmation page

- Easy access to the contact page if you need to modify your order

- Language or currency selector for international sales

Example: Transparency of LL Bean Transactions

LL Bean, an outdoor clothing retailer known for its generous return policy, has traditionally made a big effort to satisfy its customers. For a brand with a mission and values ​​based on loyalty and satisfaction, it’s important to provide customers with all the information about the transaction up front, both on the product page and during checkout, so there are no surprises when they order.

▲LL Bean's product page

What are the benefits of LL Bean product pages?

- Clearly display taxes for overseas shipping

- Provides the ability to find detailed information such as free shipping policy, expected delivery schedule, and return policy.

- Highlighting a trusted and familiar payment provider (PayPal) at the top of the payment page

- Clearly state the total cost before finalizing your order, breaking down all discounts and fees

A business you can trust

Customer trust is often a blind spot for businesses, especially new ones, because founders don’t question their own credibility. And when you deliver on your promises to customers and tell the truth in your marketing, why wouldn’t you be trusted? But trust is a matter of perception, and it’s important to remember that every business has to make money.

Over time, a business can build trust through a lot of satisfied customers and positive word of mouth. Until then, reputation is the priority and the site doesn’t need to be too detailed. That doesn’t mean that the site shouldn’t incorporate proven best practices. By doing so, customers will feel more confident and more comfortable purchasing from your store, and your business can grow to the next level.