Vol. 09: Trust and Credibility

3rd Edition

Part of the E-Commerce User Experience Series

Trust is essential to the user's willingness to risk time, money, and personal data on a website. If you lose trust, you lose the sale and you may lose the customer as well. This report identifies factors that enhance and damage the credibility of e-commerce sites.

This 96-page report contains 59 design recommendations based on our usability research. Discussions and 88 screenshot illustrations supplement the findings.

Topics

  • Visual design and site experience
    • First impressions
    • Professional site design
    • Site search is reliable and usable
  • Information about the company
    • Company details that users want
    • Stating facts
    • Demonstrating expertise
  • Product Information
    • Displaying the appropriate level of product detail
    • Answering user questions
  • Respecting users’ information
    • Opt in
    • Requesting personal information
    • Registration
  • Credibility indicators
    • Endorsements
    • Logos
    • Feedback on third-party sites
    • Reviews: good and bad
  • Pricing and cost
    • Showing price
    • Justifying the cost
  • Inventory and availability
  • Performance and errors
  • Fraud, security, and policies
  • Customer support process and policies

Research Method

The information in this report is based on two separate rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking

Representative users tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).


Which License?

Individual

Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms

Group

Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms

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