One of the most important purchasing factors is trust.

You trust that when you buy coffee from your chosen shop, it will be exactly the same each day. You trust that when you buy clothing from a familiar brand the sizing is consistent.

If things unexpectedly change, it leaves a bad taste in our mouths. Negative experiences weigh heavily on how someone perceives your business. So much so that it can affect whether someone purchases your product or service, or if they become a repeat customer. To build trust with a user your brand experience has to be flawless, especially if you’re a new brand competing in a very competitive market.

So when Bellfield came to CandidSky for support in driving more transactions we immediately set to work implementing the design and UX knowledge we have honed over many years.

The original page


We identified a few key areas to work on to drive those conversions up:

  • Addition of secure payment trust indicators
  • Reorganisation of ‘add to basket’ call-to-action to make the user flow more natural
  • De-prioritisation of secondary sales messages
  • Strengthening of secondary sales copy to bring more clarity
  • Increasing the priority and visibility of the ‘stock’ notice
  • Removal of distractions such as sharing links
  • Navigation, logo and header alignment adjustments

The updated page


The updated design addresses usability and trust issues.

Removal of distractions, such as the ‘quantity’ field and social sharing links, make the decision process much smoother for the user. Too much extra info creates friction in the sales process – it is imperative to remember what the goal of the page is – in this case it is to lead the customer to the checkout – not build brand presence on social.

The introduction of secure checkout and payment by PayPal builds trust with the user. Paying by PayPal can give a customer a sense of security because they don’t have to pass any payment details, secure checkout logo’s reassure them that they can safely part with their card details on your site if they so choose.

Final thought

It’s easy to overlook things like micro copy, alignment and also common to give the user too much choice. In doing so you are negatively impacting the goal of a page. Look at your website with fresh eyes and ask yourself one question – what is this page for? When you know the answer to that you’re half way there.