Ecommerce User Experience Vol. 09: Trust and Credibility

5th Edition

Part of Series: Ecommerce User Experience

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 174-page report contains 53 design recommendations based on our user research. Discussions and 145 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
  • Demonstrating expertise
  • Communicating company values
• Product Information
  • Displaying the appropriate level of product detail
  • Address common product questions or concerns
  • Allow for robust customer review content
• Pricing and cost
  • Showing price
  • Justifying the cost
• Respecting users’ information
  • Requesting personal information
  • Registration
• Performance and errors
• Fraud, security, and policies
• Customer support process and policies
• Partnerships and selling strategies

Research Method

The information in this report is based on five separate rounds of ecommerce studies for this and the previous four editions of this report. These studies included a mix of the following methodologies.

• One-on-one usability testing
• Diary-based longitudinal studies
• Eyetracking
• Expert review

Representative users tested 350+ ecommerce websites. The studies took place in the United States, the United Kingdom, Denmark, India, and China