What's one small branding change that unexpectedly improved customer trust for your business?

I run a small handmade skincare brand and lately I've realized getting attention online is way easier than actually making people trust the brand enough to buy. We've tried improving a lot of things recently:

• cleaner packaging

more consistent Instagram content

• faster website

customer review highlights

Some changes helped a little, some honestly did nothing at all.

Now I'm curious what actually made the biggest difference for other people here because sometimes branding advice online feels completely disconnected from real customer behavior.

What small change unexpectedly improved trust or conversions for your brand?