Vol. 09: Trust and Credibility

3rd Edition

Report PDF cover image

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.


  • 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).

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