The webshop checklist
Trust checklist: 6 checks for your webshop
Your store passes this part of the audit when a shopper can see who runs it, read real reviews, find the return and shipping terms without searching, and reach a person. These checks matter most for shoppers who don't know your store yet, and most of them take an afternoon to fix.
By the MoraLab team · Updated · 2 min read
The 6 checks
Company details one click away
Company name, registration number, address and contact details in the footer or on a contact page. Test it: from any product page, can you find the address in one click?
Reviews with the full picture
Reviews showing how many gave each star rating, with replies to the negative ones. Baymard found 89% of sites don't reply to negative reviews. Test it: open your lowest-rated product and read what a shopper sees.
Returns summarised on the product page
One line about returns by the buy button and the full policy one click away. Baymard found 44% of sites don't show the return policy on the product page.
A shipping page
Costs, carriers and delivery times for each country you ship to. Test it: can a shopper abroad find what delivery costs them?
An About page with real people
Real names, real photos and the story behind the store, not stock images. Test it: would a stranger believe a real company is behind the site?
A contact channel that works
An email, phone or chat that someone answers, with a stated response time. Test it: send a question and time the answer.
Fixing what you found
Our guide to trust signals explains how to collect reviews, which details shoppers look for and what destroys trust, such as fake urgency and hidden fees.
Frequently asked questions
Do trust badges help?
Generic security badges have little evidence behind them. Payment methods shoppers recognise, visible company details and real reviews answer the doubts shoppers actually have.
How many reviews do I need?
Aim for at least five on the products you advertise. Spiegel Research Center found the biggest jump in purchase likelihood comes with the first five reviews.