Playbook: Trust Badges

This video is about trust badges, one of the oldest concepts in e commerce.

But unfortunately, most Shopify plus merchants are using them everywhere else except for the one point where it actually matters most.

for the last decade, most customers arrived on the homepage or a category page, made their way to a product page, and then finally got to checkout.

And along the way they would see things like free shipping over $100, or this product is made from this particular material, all of these things and messages that are built and displayed to customers to help build confidence so they actually click add to cart purchase.

However, these days customer journeys can start in a variety of different places.

Of course, they can still come from Google, they can come from a social ad, they can come from an AI chat, or for a lot of shopify plus merchants, they can come from shop pay.

so when customers are arriving in checkout from all of these different origins, can you really tell if they've actually seen your unique selling propositions, your trust badges, and actually know anything about your brand?

In this video, we're going to be looking at three different ways you can implement trust badges on your Shopify, plus checkout.

we're going to be starting with the most simple and then going all the way down to.

Okay, you might have a little bit more time or perhaps more complicated products where these trust badges can be a little bit more unique.

So how can you get started in and out of the checkout editor, as fast as possible and move on to the other 1000 things that you have to do as part of your job The first thing is to look at what makes a brand unique.

So looking at Booie Beauty based in Australia, we can see that on their product page they have a number of different trust badges that are rendering for a certain product.

You'll notice that they're calling out no parabens or nasties.

Vegan and cruelty free and illuminating and hydrating.

Now in checkout, Booie Beauty has decided to show three simple messages to all customers.

And And these are the three most important messages that they have to all carts.

Doesn't matter which products they have in cart, they really want to drive this message home.

You can see that they're calling out cruelty free, better for you.

And, free worldwide shipping.

about.

You can tell that Bui Beauty knows what their customers care about.

They're conscious about costs regarding free shipping and they really care about what's actually in the product.

What What are the customers putting on their skin?

So this strategy is very simple.

They've taken the core pillars of their product and what they think is going to have the highest impact on checkout conversion.

The next level, which is slightly more complicated, but it definitely has its worth, is looking at where the customer is actually shipping to.

So Black Milk does this very, very well.

There's The reality is, is that customers have different concerns, particularly when buying from brands that aren't, local to them.

so Black Milk has a really effective strategy where where they render a different set of trust badges and checkout based on the identified country of that cart.

So right now you can see that Black Milk is rendering this cart which is shipping to the United States, No surprise fees.

Everything you see at checkout includes duties, tariffs and import charges.

That was absolutely massive when the U.S.

implemented tariffs.

Free shipping over $100 USD and and 60 day easy returns.

If I go ahead and I swap this country to, let's say where I'm from, Australia, we'll see a completely different set of trust badges which which are more relevant to an Australian customer.

So free delivery or that free shipping call out is now on $99 AUD instant refunds and exchanges.

Got questions?

Our customer experience team are here to help.

and finally if I swap to the uk, you can see that they're calling out different trust badges again.

Duties and VAT calculated upfront and 100% secure checkout.

This is a really effective way to address regional concerns.

So if you're a brand selling overseas and right now you don't have trust badges, or perhaps you may be on level one, where you're just showing the same trust badges to every checkout.

this is the next step.

You'll be surprised at how significant the lift is in terms of conversion.

Just Just by adding in very small changes to the segmentation The next and final level of using trust badges in checkout is showing contextual trust badges based on location as well as what types of products that the customer has in cart.

This type of strategy takes a little bit more time, But how do you get started with this?

How do you actually create trust badges or get the trust badges from your store and start throwing them into checkout?

Let's take a few minutes and jump into Checkout Components and I'll walk you through how you can set this up on your own store.

The first thing we'll do is we'll click create component and then I'll find the trust badge component and, and I'll click create component there and then here we are in the blank form.

So I've gone in and I've created two trust badges and I'm going to add one more just so you can see how this is done.

the first thing I'm going to do is click on add attribute.

I'll then click icon and then I don't have any trust badges from my storefront right now.

So I'm going to use our inbuilt library.

This is one of my favorite features.

Everyone loses their trust badges, in their Shopify store.

So you know, we decided we should probably build something so we did.

I'm going to click on the ship and the colors that I've been using is red, with a circular background.

So I'm going to go and set that up and I'm going to click add icon that's going to come in.

And my new trust badge is going to say same day dispatch.

here are our three trust badges and I think they're looking pretty good.

So I'm just going to name this new trust badges and what I'll do is I'll set it to active because I'm going to add it straight to checkout.

I'm going to copy the name and click save and Now my component saved, I'm going to click on add to checkout.

I'm going to go straight to the live checkout because this is a demo store.

So now we're in the checkout editor and adding in the component that we just created is quite simple.

So So the first thing we're going to do is click on Add Block.

That's going to pop up a list of different apps that can power checkout extensions.

On my demo store, we've basically just got our app.

So I'm going to click on dynamic content because that's the latest preact extension that we support.

And all I need to do is just copy in the name of the Trust badges that I just created.

And here they are.

I don't really like where they're sitting though, so I'm going to click and drag them down to a render underneath the order total.

This is the most common place that we see checkouts render Trust badges.

And there's one detail that I really want to call out.

Shopify Checkout extensions do not render by default in Shop Pay.

You must toggle them on to Render and Shop Pay.

So now that that's done, I think they look great.

I'm going to click Save But what if I want to make this a little bit smarter?

What if I want to show different trust badges to different customers?

Well, to quickly show you how you can do that, I'll scroll down to the conditional rendering system and I'll click on create from scratch In Checkout Components you can choose to display when a component should show and when it shouldn't show.

So for example, what I might be doing with this trust badges that I just created is exclusively showing that to guest customers.

So let's set that up really, really quickly.

I'm going to click on customer and I click on customer is logged in.

I'm going to set that to yes, logged in.

And I can add another rule here as well.

Maybe these trust badges are only relevant to Australia.

So I'll click on shipping and then I'll click on shipping country and then I'll select Australia.

So right now the customer has to be logged in and they have to be in Australia.

But because I'm saying same day dispatch, maybe I only want to show this to Australian customers that are logged in within a particular time frame.

So I'll click on another rule and I'll click time.

I'll click on time of day and I'll select business days of when we can ship orders the same day and the cutoff time when might be 5 o', clock, it might be 2pm So imagine a returning customer, in Australia adding something to cart and getting to checkout before 2pm they're going to see a unique set of trust badges.

And and you could basically create any other type of trust badge experience On, completely different variables.

for example they might have certain types of products or a certain category of products in cart where you want to show a particular trust badge around shipping.

Or or maybe the customer's not logged in at all and we want to call out the fact that our loyalty program will help them earn, points for the next purchase.

at the end of the day, all of these things are just ideas.

And and it's really important to make sure that you're using a tool that will give you the data and insights on what's actually working.

And that's where Checkout Components comes into play.

if you haven't had a look at our new data and analytics platform, I would strongly advise that you do so because you can see how any component is contributing to average order value as well as the conversion rate of your checkout, Down to particular customer shopify segments.

And if you're still not confident that it's going to be working for you from a conversion perspective, you can create an a b test and a b test different sets of trust badges or different sets of components, or you can potentially render trust badges to half of your customers and not to the other half to identify the real tangible impact of rendering trust badges.

So that's the end of this video, but I just want to say thank you for watching it and I hope that it was insightful and perhaps you learned something.

And please let us know if you did, because at the end of the day, we're trying to create as much value as possible for not only to Shopify plus merchants that use our product, but also every Shopify plus merchant, because you guys have got your hands full and we just want to help as many people as possible.

So thanks for watching and I'll see you in the next one.