Alison, just out of curiosity: have you tested using trust signals/logos and so on not in the footer but directly underneath or next to a call-to-action yet? That could also boost your conversion considerably!

Elena Anne: I cannot agree more. That’s why I recommend setting up some Google alerts for things like company name(s), employee name(s), and product name(s) so you can see if someone is saying anything negative about you and then respond to it a.s.a.p. Result: avoiding things like people or companies dedicating entire pages (or even websites) to complaining about you. This ensures there won’t be any negative pages when people do a brand search the majority of the time. Another gem: type in company, employee, and product name(s) into Twitter Search so you can respond to complaints. It’s also a great way of doing customer service btw!

We wouldn’t have believed it – but 2-3 times conversion over not having that type of doubt-doing-away-with information is typical – so we now stick a physical address writ large, association and trade body certification etc in ALL footers – plus it’s nice getting schema code in there too 😉

Footers get quite big, but heck!