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Customer loyalty is something that we’ve all heard of and, in everyday life, it’s something we all take part in. Think about it, more often than not, you’ll have a go-to supermarket for your regular shop, a preferred retailer for shoes or clothes, you probably even have a proffered tea or coffee brand – all of this is part of being loyal to a brand.

There are a lot of elements to customer loyalty; sometimes, it’s due to convenience; however, the majority of the time, it is the experience and quality of the product or service. It is all about customer trust, which we are used to in brick-and-mortar fashion stores, but in an increasingly digital landscape, we must also consider online.

You may be asking yourself why is customer trust important in eCommerce? It is because trust is the key to a successful online business. There are so many different brands and options online that consumers can shop anywhere in the world at the click of a button; however, if they are loyal to a certain brand, they will return again and again.

But how do you gain that trust? By using trust signals.

What is a trust signal?

A trust signal is a visual representation of social proof such as reviews, badges, ratings, logos etc.

Physiologically, a trust signal will alert a reader that a business is legitimate and can be used without worrying. Over half (66%) of customers in a recent survey said that the presence of social proof increased the likelihood that they would purchase the product that they are looking at.

It is also important to have multiple trust signals for the consumer to reinforce the message. According to Hubspot, “Customers prefer different trust signals throughout the buying journey. Media mentions (52%) and endorsements from public figures (50%) were effective when customers performed initial online research, while testimonials (60%) and star ratings and reviews (50%) were effective when customers compared different retailers.”

11 trust signals to include in your fashion eCommerce website for ultimate customer loyalty

What should you include to ensure that you’re getting it right when it comes to website trust signals? Here are 11 tips to get you started:

1. Having a professional website

In 2021, having a slow, buggy website with outdated graphics just isn’t going to do. Did you know it only takes five seconds for someone to make a judgement on your website? Having a professional website signals to the potential customer that they are going to be looked after, that this is someone they can do business with comfortably.

2. Showing your credentials, seals of approval and trust badges

Are you part of a professional body? Have you got credentials that you’re proud of? Displaying them on your website shows that you’ve gone the extra mile and believe in quality, which customers will respect and appreciate.

3. Make it easy for people to get in touch

Communication is crucial when it comes to businesses being successful. Make sure that you have multiple ways for people to contact you listed on your site, as well as how quickly you normally respond. This shows customers that you care about their questions and queries and them as a person rather than just their pockets.

Trust Signal - Make it easy for people to get in touch
4. Let people know who you are with an about us page

People buy from people; it may be an old saying, but it’s true. Customers want to know about your brand. What’s your story? Who works for the company? What makes you different? About us pages give insight into the people behind the screen and create a sense of connection.

5. Add an SSL certificate

SSL certificates mean that your website is secure, showing potential customers that they can trust you with their all-important data and bank details. This is particularly important as the majority of web browsers will alert users if a site isn’t secure.

6. Let people know what they’re getting

By displaying product details clearly, customers know that you’re being honest and can make an informed decision before clicking that all-important ‘buy now’ button.

7. Share your social media profiles

Social media is everything to an online business, but it also shows that you’re happy being shown online and want to stay in touch with customers. Being visible and present is a big part of gaining trust, over a quarter of customers surveyed by Trustpilot said that social media presence made brands ‘more human’.


8. Keep people up to date with blog posts

Blog posts aren’t just great for SEO; they also show potential customers that you have your finger on the pulse and you are staying up to date with what’s going on in the world. Need ideas? Then take a look at other brands for inspiration, talk about what’s happening in the fashion world and create content that people will want to share.

9. Shout about your successes

Have rave customer reviews? Post them on your website! Shoppers want to see what others think of a product before buying, and it makes them feel more secure in their purchase, seeing what others have said.

10. Design an unforgettable customer experience

The more responsive and smart a website is when it comes to a potential customers journey online, the more likely they are to continue shopping with you. With smooth movement, high resolution images and using AI to assist their shopping you will show you’re trustworthy.

11. Provide clear returns, shipping and privacy policies

There could be a multitude of reasons for someone to return a product. Making your policy on returns, shipping, and privacy means that they can have a clear understanding before buying a product, and it also lessens the pressure on customer service. Upfront honesty means that people can trust you are on the same level as them. Want to find out more about eCommerce returns best practices? Take a look at our blog here.

By gaining eCommerce trust, you will see a range of benefits for your online fashion business. Not only will customers remember their experience with you and return to shop again and again, but they will also tell others about your business and the service they received. After all, word of mouth, where that’s face to face or via social media channels, is a powerful tool. And don’t forget to make sure landing page trust signals are present too. By implementing these tips, you can be in the best position for your customers to trust you.

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