Prblm Blog

Trust markers

July 21, 2020

They’re like little magic sprinkles all over your website.

Trust Markers build confidence in your website and your brand.

But what are they, and how can you utilise them?

Let’s take a look.

Here is Lawnsmith.

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Lawnsmith is an online shop that sells everything to look after a lawn, big or small. Let’s take a look at this image in more detail.

Relevant content at first glance

You immediately know this website is an online store because of the basket icon and text in the header. Lawnsmith is very good at knowing its target audience, and we’ll come back to this point later.

It’s the beginning of summer right now, and the top offer is relevant and on time (we call this section a Hero section). It’s easy to see that this website is all about grass and they have the type of products the customer is looking to buy.

The next thing on the page is not a product. It’s advice.

And the advice is excellent.

They publish the advice in three ways:

  1. A monthly diary (a blog) of jobs you should do in your garden each month.
  2. Information to complete a specific task.
  3. Alerts when a potential issue could affect your lawn

The advice in these three parts of the website is enough for anyone to start working on having a beautiful lawn. It’s easy to read, understand and structured in a helpful, logical way.

There are loads of shops online where you can get this stuff. The advice on the site is the main reason I bought from Lawnsmith.

Customer Reviews

The site has a ton of reviews: 6397 to be exact at the time of writing. That is one hell of a confidence driver!

A Footer that works hard

I also love the footer on Lawnsmith. It has all the information you need about the store, delivery and returns. Again, it’s easy to find and easy to read, but it doesn’t get in the way of your shopping experience.

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Knowing your customers

I said earlier that Lawnsmith know their customers and I say this because a lot of the site is beginner-friendly. From both a lawn point of view and a computer point of view.

In the header, the basket icon says ‘Basket’ next to it, making it easy to understand for someone who doesn’t use a computer much and doesn’t recognise the basket icon.

Halfway down the homepage, you can find:

‘How to use this site.’

In there it tells the user precisely what to do! Again this is excellent content for people who don’t often use a computer.

Its also a great way to get all customers to use your website in a way that will build up trust first, before displaying the products at the perfect time.

I also like that Lawnsmith is local. Don’t dismiss the power of customers wanting to use local, quality providers of products and services.

What could be improved?

The main improvements I would make to the Lawnsmith website focus on usability on mobile devices. Here are the first three things I would look at:

Don’t use images for the Hero section.

The Hero section is currently a set of images with text overlaid on them, and as the device that the customer is on gets smaller, these get harder and harder to read. I know for a fact my Fiancee wouldn’t be able to read this without her glasses on and my Mum would be the same.

Our advice would be to recreate this element with code, that way, as the customers’ device gets smaller, the text can always be at a suitable size for the audience.

More suitable text sizes

The main text size is way too small. It’s currently 15px.

Boosting this to 17px or 18px would make the site a lot more accessible to customers with sight issues and should improve conversion rates.

Product Page usability issues

The biggest problem is actually on the product pages on mobile devices. The image below shows how the ‘Add to basket’ section on the product page is displayed:

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To the left of the product options, e.g. ‘2KG Bag covers 55m2’ there is a tiny little checkbox which is almost invisible on my phone (squint your eyes, it’s there).

The first time I tried to add it to my basket on my phone, I got frustrated and stopped viewing the site.

If I struggle with this, I can only imagine that others are having similar issues and wonder how fixing this would improve their sales on mobile devices.

It would be good to see Lawnsmith make these little changes and see how it affects sales. Making something more straightforward and less frustrating for your customers to use is an easy way to build up trust and confidence in you.

Today’s blog has been a bit longer today, but the Lawnsmith website is a site that I would like to dig into again (sorry!) at some point and see what else is fantastic, and what could be improved to gain more trust and sales.

You can check out the Lawnsmith website here:

Sidenote: I chose to write about Lawnsmith today because I’m a customer. I used their guides and products to level and seed two lawns this year and both look great. Thanks, Lawnsmith!

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