�� “Are the photos accurate?” These are all trust items. Trust is the cornerstone of online shopping in a way that doesn’t apply to bricks and mortar.  I did a survey of 1500 Aussies and asked them what influences their trust. The results reveal some fascinating insights into trust behaviours, and some notable age differences.  The role of influencers Historically, celebrities were used to build trust in a brand. Some of that has moved to influencers, but their impact is highly age-dependent. Overall, 61 per cent of respondents said influencers had little to no impact on their likelihood of trusting a site. Among younger Australians under 30, this number dropped to just 51 per cent, suggesting that influencers play a more significant role in shaping perceptions for this demographic. In contrast, 67 per cent of Australians aged 40+ dismissed influencers entirely as a factor in trust. For brands targeting younger audiences, leveraging influencer partnerships could still yield trust-building benefits, but for older demographics, this strategy appears less relevant. Reviews: A trusted metric External review platforms, such as Trustpilot and Product Review, were one of the more trusted signals. 39 per cent of respondents said offsite reviews had a strong or very strong influence on their trust. Among the 40+ demographic, this figure dropped slightly to 33 per cent, but it remained a key factor across all age groups. Offsite reviews are viewed as independent and unbiased, making them an essential tool for e-commerce businesses to build consumer trust. Users I talk to frequently mention Googling “<brand name> reviews” before completing a purchase.  I was expecting onsite reviews to perform less well due to potential bias, but they surprisingly matched offsite reviews in influence, with 39% of participants also reported that onsite reviews had a strong or very strong influence on their trust. This finding challenges assumptions about consumer scepticism toward onsite reviews, suggesting that well-executed review sections with verified customer feedback can hold substantial weight. Payment options matter Payment options emerged as a critical trust factor, underscoring the importance of offering flexible and secure methods. This often comes up in my customer conversations, where they get to checkout and see Paypal/Google Pay/Apple Pay and say “I know those companies don’t deal with scammers”.  45 per cent of respondents said they were influenced by the availability of trusted payment methods. Offering popular payment options like PayPal, Afterpay, and credit cards can provide a competitive edge in winning consumer trust. Security badges: A visual assurance In the early days of the web, when secure sites weren’t a given and trust was at an all-time low, security badges (“Site Secured by Verisign” et al) would be clear winners in AB tests. Now, with security as a default, the influence has lessened, but not vanished.  37 per cent of Australians said security badges had a strong or very strong influence on their decision to trust a site. While not the most significant factor, ensuring security features are visible on a website remains a crucial trust signal. The ultimate trust signal: A well-known brand When it comes to trust, a well-known and respected brand reigns supreme. 61 per cent of respondents said a trusted brand had a strong or very strong influence on their likelihood of trusting a site. This was largely equal in all age groups.  This far surpassed all other factors, highlighting the importance of long-term brand-building efforts and consistent delivery of quality and service. Key takeaways for businesses Applying a one-size-fits-all approach isn’t likely to work. There are also many ways to build trust, just slapping a security badge on your site won’t solve all your problems.  One site, where I had identified trust as a key issue, especially in particular key segments, had a very successful AB test where we simply posted a team photo (that was obviously not a stock image) on the home page — it sent the message “we are a real company”, and revenue went up several percent.  Understanding the problem — usually by talking to customers — is the key to solving this. Your potential customers come to your site for a reason!