Understanding how trust badges can increase your conversion rates

In a world where online shopping is now the default, trust is the top boss. The second a new visitor lands on your site, they’re already asking themselves:

“Is this legit? Can I trust this store with my money? Will I actually get what I ordered?”

That’s where trust badges comes in. They’re not just visual fluff, a waste of time. They’re a shortcut to reassurance. In order to capture reviews, you need momentum and reputation is something that only comes with time. 

Trust badges can be that first spark of trust you send out (if launching a new store) or perhaps act as that reassurance to newcomers to your site looking to take that first punt. 

See them as a quiet signal that tell a potential customer everything is as it should be.

And for ecommerce brands, especially independent or smaller ones, they can make a real difference in how many visitors turn into buyers.

What is a trust badge?

A trust badge is (usually) a small visual icon or certification mark displayed on your website to indicate that your store is secure and credible – whether by a review platform, a payment processor, or another verified program. 

Think of them like modern-day shop signs or seals of approval, you’re showing that someone (or something) trustworthy is vouching for you.

Some trust badges appear as logos from known brands (i.e. Visa or PayPal), others are review-related (i.e. Judge.me or Trustpilot rating), and some might be from third-party programs verifying your business credentials or product claims.

Whatever the type, the purpose is the same: reduce hesitation and increase confidence. Here's how it might look if you're a Judge.me user already.

Why do trust badges exist?

They exist because ecommerce is still built on uncertainty. Shoppers can’t see, touch, or try your products in person. 

People can’t walk into your store and get a feel for it. All they’ve got is your website and, in most cases, you only have a few seconds to decide whether they like/trust it.

Trust badges help fill that gap. They’re a shortcut to credibility, and they exist to answer those silent questions:

• Is this website secure?

• Do other customers like this store?

• Will my payment be safe?

• Will I be able to return this if something goes wrong?

Answering even just one of those questions visually (and quickly!) can nudge a customer toward that buy button.

Who can give trust badges?

Trust badges typically come from third-party services or programs. Some of the most common sources include:

• Review platforms like Judge.me, Trustpilot, or Yotpo

• Payment providers like Visa, Mastercard, PayPal, or Stripe

• SSL certificate providers for site security 

• Accreditation bodies such as the Fairtrade standards

• Ecommerce platforms that issue verification (e.g., “Shopify Verified”)

Importantly, these badges only carry weight if they come from recognizable, credible sources. A custom-made “trusted seller” badge won’t mean much if it’s not backed by a known system or standard.

Types of trust badges (and how they affect conversions)

Not all trust badges are created equal – and they don’t all serve the same function. Let’s break down the most common types and why they matter:

1. Review trust badges

These are arguably the most powerful badges for conversion.

Platforms like ours or Trustpilot enable stores to showcase their overall star ratings and the number of verified reviews.

This matters because potential customers place significant trust in the experiences of other buyers – making social proof a powerful driver of purchasing decisions.

Seeing “4.8 stars from 1,400+ verified reviews” tells a customer that people have bought from you and liked the experience.

It's even better if those reviews are more recent, but ultimately these badges act as social proof in its cleanest, simplest form.

2. Payment security badges

You’ll often see these logos near checkout: Visa, Mastercard, PayPal, Stripe, Apple Pay.

These badges are there to signal a secure, recognized payment process. They're especially important on the final steps of a purchase journey, when cart abandonment risk is highest.

In fact, several A/B tests have shown that placing these logos near checkout can noticeably reduce friction and increase completion rates.

3. Transparency and policy badges

These are less common but no less important. Examples include:

• “30-Day Money-Back Guarantee”

• “Free Returns”

• “100% Carbon-Neutral Packaging”

• “No Data Sold To Third Parties”

These trust badges reinforce your store’s values and transparency. They show that you’re not just trying to make a sale – you’re trying to earn loyalty. And for value-led shoppers, these details often become deal-breakers.

4. Accreditation and industry standard badges

Depending on your product, these might include things like:

• “Organic Certified”

• “Fairtrade Approved”

• “Vegan Society Certified”

• “FDA Registered” (for US-based health goods)

These matter especially in verticals like health, food, fashion, or supplements. They build confidence that what you say about your product has been checked and verified by someone who isn’t you.

Why are trust badges so useful for ecommerce stores?

Trust is often the biggest reason people don’t buy – and you won’t always know it. Visitors rarely say they’re unsure; they just leave/bounce.

Maybe they’re worried about payment security, don’t recognize your brand, or can’t tell if anyone’s actually bought from you before.

These badges work passively, and they don’t interrupt the user journey. What they do offer is added reassurance, which can make the difference. 

They reduce anxiety, encourage progression, and make your site feel more credible – even if a customer is seeing your brand for the first time.

And the data backs it up. In various case studies and A/B tests, trust badges have been linked to conversion rate increases of up to 42%, especially on newer or lower-recognition ecommerce sites.

How do I add trust badges to a Shopify product page?

If you’re on Shopify, it’s relatively simple to add trust badges. Most apps like Judge.me or payment integrations offer pre-built badges you can add with a snippet of code or via their theme editor. 

You can also manually upload static badges as image files — just ensure they’re compressed and mobile-friendly. For example:

• Add your Judge.me rating badge below your product title

• Include security badges near the "Add to Cart" button

• Place return or guarantee badges near product descriptions

Just make sure they look clean and don’t clutter the page. Too many badges, or ones that look out of place, can have the opposite effect.

Where should you place trust badges for maximum impact?

Placement matters. A good rule of thumb would be to match the badge to the moment.

You want your trust badges to be visible, but not disruptive, such as:

• Product page → Review ratings, platform verification

• Checkout → Payment security, data protection, SSL badges

• Footer or header → Accreditation or overall store ratings

The key is to reinforce trust at the point where doubt might creep in. 

Don’t let your customer wonder if their payment is secure when they’re two clicks from completing a purchase!

The psychology of trust and the power of small signals

When operating online, trust can’t be earned in long conversations or face-to-face interactions – it’s built in split seconds.

A review score, a badge, a familiar payment logo, all these are the cues people scan for when deciding whether to buy or bounce.

It’s easy to overlook these elements as minor, but in the world of ecommerce, small trust signals lead to big business outcomes as they reduce friction and boost conversion.

When a shopper lands on your site, they’re not just deciding if they want your product – they’re deciding if they trust you.

Trust badges are your way of saying: don’t worry, you’re in good hands.