Creating Trust Online
If you are selling products online, or anywhere really, you need to have some sort of credibility. I don’t even remember getting a haircut without seeing that barber license proudly displayed on the wall. It’s their proof that they can do the job. Websites need that kind of stuff as well. Site design can only do so much for credibility, so it really needs the support of a few other factors.
SSL Certificates
Getting an SSL Certificate for a site, and displaying it can do wonders for sales. It’s often seen as the final OK. The site looks good, you are pretty sure you are going to do it, and there you see the SSL Certificate…it’s a go. With an SSL certificate the consumer can verify the sites credibility and business practices, instantly. Comodo has a great article about creating the trust factor with this, and offer the service as well: SSL Certificate Authority Security Authentication
Contact Information
Easy, easy, easy to find phone numbers. A 800 number in the header accomplishes two things. It says “Hello, we have a real phone number, we are not hiding from you, we are real!” So yes, having a phone number does add to the trust factor. The second thing it does is help close those sales. Got a question before you buy, there’s the easy to find number right there on top.
Having a page with contact information is also important.
Things to Include:
- Name of company
- Contact names or departments
- Physical and Mailing address
- Phone/Fax Number
- Business Hours
- email or email form
The main thing to remember here is that you are trying to help a customer, not hide from the customer. Any additional information that you think can help, list it. This might be a great place to put your SSL certificate as well. Looking at Comodo’s site again, you can see the SSL certificate in the bottom right.
Overall Layout
Having a great layout for a site is important, but it doesn’t have to be made out of flash or accessive graphics though. A professionally looking site could be in all text. It just needs a few important items: consistency, accessibility, clear purpose, and high level of effectiveness.
Hey, great post. Many sites miss out on these and trust is important. Also, I think it will continue to evolve, given that new technology and levels of transparency will grow, and sites that are not necessarily trustworthy at all will get better at meeting the status quo. I definitely agree that the more open you are, and the more accessible you are, the more trustworthy you seem. Great job posting some concrete and practical advice on how to begin accomplishing this.
@Amy
Glad you liked. I like to call it the Flea Market Factor. What you see is what you get.