trust guide

Building credibility for your online business

What an ideal checkout page looks like

Must-have attributes for building trust to increase conversions and getting accepted for online payments

ideal payment form

Company name and logo

Display your company name and logo clearly on your website (best place is the header). If your company name (legal entity) varies from your website name, make sure to mention it in your terms and conditions.

Full description of goods and services

Provide a detailed description and the prices of your offered goods and services, especially important for new websites. If your website is available in different languages, provide the same content in each language.

Shipping costs

To help increase your conversion rate, be transparent about about your shipping costs by displaying it on your checkout page and product pages.


Higher conversion and lower chargeback rates

Display payment brands, links to your policies, security indicators and contact details 

ideal payment form

Show security indicators

Make sure your URL starts with HTTPS. Include a seal provided by your SSL provider in your website footer and payment page. SSL certificates need to be issued for the URL(s) you process with PAYMILL, or in your company's name.

Display contact details

Ensure your customers can contact you with any questions by displaying your support number, email and reaction time on your website.

Provide links to your policies

Make sure your customers can easily access your privacy, shipping and return of goods policies to help resolve disputes and keep chargebacks to a minimum.


Customers need to know about your policies

Display your policies clearly and make your Terms & Conditions easy to read

Shipping Policy

List shipping destinations and methods available, and how much it costs. Display what your average delivery time is and make sure you inform your customers on any additional taxes or fees that might be applied.

Refund and Cancellation Policy

State refund criteria clearly with a time frame and other conditions and limitations, e.g. 14 days in EU, except digital and customised goods. Make sure you show your contact details for customers can send back their goods. Also be clear on what customers need to do to cancel the order.

Return of Goods Policy

Explain under which conditions goods can be returned and how they should be sent back (method of shipment, packaging, etc.). Also don’t forget to provide an address and explain what customers are entitled when returning goods (refund, exchange of item, etc.).

Privacy Policy

Provide a link to your privacy policy whenever you're asking for personal details. Explain clearly what information is saved, transferred to a third-party, used for statistics, advertising, etc. Also give your customers an email they can contact to request the deletion of their personal information.