7 Trust Signals To Boost Form Conversions

Want more people to complete your forms? Start by building trust.

Here are 7 trust signals that can help increase form conversions by addressing user concerns about security, privacy, and credibility:

1. Use Security Badges: Show users their data is safe with SSL certificates, PCI compliance, or trusted security seals.
2. Add Privacy Statements: Clearly explain how you collect, use, and protect their data.
3. Include Customer Testimonials: Highlight real user experiences to reassure hesitant visitors.
4. Display Industry Certifications: Showcase compliance with standards like GDPR, HIPAA, or PCI-DSS.
5. Provide Clear Form Instructions: Make it easy to fill out forms with tips, examples, and progress indicators.
6. Show Brand Logos and Partnerships: Feature recognized logos to build credibility.
7. Use Real-Time Social Proof: Display live user activity or recent form submissions to inspire confidence.

These strategies directly address common concerns and can lead to significant improvements in form completion rates.

How to improve conversions by building trust online

1. Use Security Badges

Did you know that 18% of users abandon forms because they’re worried about security? That’s why security badges are so important - they help reassure users that their information is safe ^[2]. For people hesitant to share personal or payment details, these badges act as visible proof that your site is trustworthy. In fact, ConversionXL found that adding security badges led to a 12.3% boost in conversion rates ^[2].

To get the best results, place these badges where they’ll be noticed - near sensitive fields and above the fold. Make sure to use badges that your audience recognizes and trusts, and always keep them valid and up to date. Pairing security badges with privacy statements or customer testimonials can further strengthen trust.

Here are some common types of security badges and what they do:

Security badges are especially important on forms that ask for personal or financial details. While these badges focus on technical safety, privacy statements help reassure users about how their data will be used - both are essential for building trust.

2. Add Privacy Statements

Including a clear privacy statement helps address user concerns about data usage, which can build trust and encourage more people to complete forms. With 85% of consumers steering clear of businesses due to data privacy worries ^[1], being upfront about how you handle data is essential.

Here’s what a privacy statement should cover:

Place privacy statements near fields where users input sensitive information, such as their email or phone number. For instance, you could say: "Your data is secure and will only be used for [specific purpose]. We will never share it without your consent." Always ensure compliance with regulations like GDPR and CCPA, and link to your complete privacy policy for those who want more details.

Tips for Effective Privacy Statements:

• Use simple, direct language to explain how data will be used.
• Clearly outline user rights.
• Keep the statement short and easy to find.

3. Include Customer Testimonials

Customer testimonials are a great way to build trust and encourage users to complete your forms. Research shows that 70% of consumers consider user reviews and ratings before making decisions ^[1]. This kind of social proof can make potential customers feel more comfortable sharing their information.

To make the most of testimonials, place them where they’ll have the most impact - near form fields, call-to-action buttons, or at the start of multi-step forms. Choose testimonials that address common concerns, like data security, ease of use, or the benefits users experienced after submitting the form.

Tips for Using Testimonials Effectively:

• Use real names and photos to make them more believable.
• Keep them short and focused on specific advantages.
• Update them regularly so they stay relevant.
• Showcase a variety of testimonials to connect with different types of users.

You can also use A/B testing to figure out the best placement for testimonials and see how they affect form completion rates. By addressing user concerns with clear and relatable testimonials, you can turn doubt into action and get more people to hit “submit.”

While testimonials help build trust through personal experiences, certifications can add an extra layer of authority.

4. Display Industry Certifications

Industry certifications are a great way to build trust and reassure users about your form's credibility. When paired with privacy statements and security badges, they create a strong sense of reliability that can help reduce hesitation.

Common Types of Certifications:

• Security Certifications: Show that user data is protected (e.g., SSL certificates).
• Compliance Badges: Demonstrate adherence to privacy regulations (e.g., GDPR, HIPAA).
• Industry Standards: Highlight secure payment practices (e.g., PCI-DSS).

Certifications can directly impact conversions. For example, a ConversionXL study found that adding security badges and certifications increased conversion rates by 15%. To make the most of them, place these badges where users are likely to notice them - near submission buttons, sensitive fields, or at the top of the form.

Tips for Using Certifications Effectively:

• Ensure all certifications are up-to-date and valid.
• Include short tooltips or notes explaining their purpose.
• Select certifications that align with your industry and audience (e.g., HIPAA for healthcare, PCI-DSS for online stores).
• Prioritize certifications that users care about most based on the context of your form.

Outdated certifications can do more harm than good, so always keep them current. Adding a brief explanation of why these certifications matter can further reassure users about the safety of their information.

While certifications help establish trust, combining them with simple, clear instructions can make completing your form even easier.

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5. Provide Clear Form Instructions

Clear instructions for forms show users that you respect their time and understand their needs. When people know exactly what to do, they’re more likely to complete your forms with confidence.

What Makes Form Instructions Effective?

• Field-specific tips: Clearly explain what’s required and the correct format.
• Error prevention: Use inline validation to catch mistakes as they happen.
• Visual aids: Include icons or tooltips for fields that might be tricky.
• Progress indicators: Let users see how far along they are in multi-step forms.

Tips and Common Mistakes to Avoid

• Use simple, direct language.
• Provide examples for fields that might confuse users.
• Make sure instructions are easy to follow on mobile devices.
• Skip the technical jargon and unnecessary details.
• Keep the guidance brief and easy to spot.

Here’s how different instruction styles can influence form performance:

Unlike passive trust signals like badges, clear instructions actively assist users during the form process. This hands-on help shows your dedication to their success, which in turn builds trust in your brand.

Pro Tip: Test your instructions with different user groups to ensure they’re easy to understand. Use analytics to spot and fix any sticking points.

While clear instructions make forms easier to complete, pairing them with visual cues like brand logos can further boost credibility.

6. Show Brand Logos and Partnerships

Using brand logos and partnerships on your forms can help build trust and encourage users to complete them. When people see well-known and trusted brands associated with your form, they’re more likely to feel comfortable sharing their details.

Why Brand Logos Work

Familiar logos act as a kind of endorsement. They tell users, "This is safe and reliable." Placing these logos near areas where users might hesitate - like payment sections or fields asking for sensitive information - can ease concerns and reduce drop-offs.

Where to Place Logos

The placement of logos is just as important as the logos themselves. Here are some effective strategies:

Keep It Simple

Don’t overload your form with too many logos. Stick to three or four that are highly relevant and recognizable to your audience. Overcrowding can make your form look cluttered and even hurt trust. Also, make sure the logos are up-to-date - outdated partnerships can do more harm than good.

Track the Results

Pay attention to how logo placements affect user behavior. Monitor form completion rates and abandonment rates, especially around sensitive fields where logos are displayed. This data will help you fine-tune your strategy.

While logos are great for building credibility, combining them with real-time social proof - like testimonials or live user activity - can further enhance trust and engagement.

7. Use Real-Time Social Proof

Static elements like logos can help establish trust, but adding real-time social proof takes it a step further. By showing live user activity on your forms, you can create a sense of urgency and build trust with your audience.

Types of Real-Time Indicators

How to Use It Effectively

Place real-time notifications close to important form elements, like the submit button or fields that users might hesitate to fill out. For example, adding real-time social proof alongside trust badges increased conversions by 15%, according to ConversionXL ^[2].

Tips for Best Results

• Make sure the data displayed is accurate and up-to-date.
• Only show information that users have approved, like first names or initials.
• Update counters and activity feeds as they happen.
• Strike a balance between showing activity and respecting user privacy.

Wrapping Up

Trust signals play a key role in easing user concerns and encouraging form completions. They directly tackle worries about security and reliability, making it easier for visitors to feel comfortable sharing their information. With 40% of customers avoiding companies they don't trust ^[1], adding trust signals to your forms is a smart move.

Incorporating features like security badges, privacy statements, and social proof can make your forms more inviting. Tools such as Reform make this even easier by including built-in features designed to enhance trust and improve conversions.

The key to success lies in placing these trust signals thoughtfully and continuously refining them. A/B testing and analytics help ensure trust signals are positioned in ways that have the greatest impact, turning forms into tools that not only gather data but also build stronger relationships with users.

As form design evolves, trust-building elements will remain a top priority. By using these seven trust signals strategically and monitoring their effectiveness, businesses can create forms that consistently achieve higher conversions while keeping user confidence intact.

FAQs

What are some ways to make users feel secure when using a website form?

To help users feel secure, use encryption, multi-factor authentication, and spam protection for your forms. Display trust signals like security badges or privacy statements to reassure them. Tools like Reform can help by offering built-in features such as spam prevention and email validation.

What are trust signals?

Trust signals include elements like security badges, testimonials, and privacy statements. These elements help users feel confident about your brand and the safety of their data. Placing these strategically on your forms can increase conversions by 15% ^[2], reducing hesitation and building trust.

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