Trust is a key factor in determining the likelihood of whether a visitor will convert as people will instinctively avoid dealing with people or organisations they don’t feel they can trust. Being transparent and displaying indicators of trust (e.g. SSL security icons or showing customer reviews) are common strategy used for website optimisation to establish trust in a website.

Research by ConversionXL found that PayPal was the most trusted brand for online payments. It was closely followed by the Norton Secured and Google Trusted Stores logos.


Conversion marketing – Glossary of Conversion Marketing.


Rating & review software  – 6 top e-commerce rating and review platforms to improve trust and credibility.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.