What are trust signals and why are they important?
When an internet user lands onto your webpage, it takes few seconds for them to decide if they trust your website or not. They will look at different visible elements on your webpage and decide if they want to continue to browse your website. “Trust signals” or “trust anchors” are features of webpages which link strongly to ideas of trust and relevance for a particular audience (e.g. using the correct currency, localising the language correctly, referencing the appropriate laws) and are therefore very helpful in encouraging users to continue through to a conversion.
Trust signals vary from one country to another and depend on cultural references. By conducting a linguistic and cultural audit you will be able to understand why your website converts into sales for some markets and not for others.
A native from your target market will conduct an audit on your website to identify trust signals and will classify them into two categories: positive trust signals and negative trust signals.