The Psychology of Trust

THE PSYCHOLOGY OF TRUST ON WEBSITES DO PEOPLE TRUST WEBSITES? 1/4 PEOPLE DON'T TRUST any organisation with their personal information online WHAT TYPE OF BUSINESSES ARE THE LEAST TRUSTED? 66% INSURANCE COMPANIES 66% SUPERMARKETS 64% RETAILERS 35% BANKS SHOPPING ONLINE: DO PEOPLE WORRY ABOUT THE SECURITY ISSUES? 43% ARE WORRIED about the general security issues of shopping online 11% VERY WORRIED 32% FAIRLY WORRIED 43% NOT VERY WORRIED 9% NOT AT ALL WORRIED 2% DON'T KNOW 3% NOT APPLICABLE TOP 3 CUSTOMER TRUST CONCERNS 20% 19% 4% PAYMENT DETAILS STOLEN IDENTITY THEFT NOT DELIVERED SECURITY ICONS: DO THEY ENHANCE CONFIDENCE? PADLOCK 79% OF PEOPLE ARE MORE CONFIDENT about completing a purchase if they see a padlock in the URL address bar SECURITY WARNING 80% OF PEOPLE WOULD NOT VISIT A WEBSITE with a security warning HOW TO MAKE YOUR WEBSITE MORE TRUSTWORTHY 1 HIGHLIGHT ALL OF YOUR NOTABLE PRESS COVERAGE WITHIN YOUR DESIGN DISPLAY THE AWARDS YOU HAVE WON USE IMAGES OF REAL PEOPLE AND AVOID STOCK PHOTOGRAPHY 4 SHORT EXPLANATION VIDEOS CAN HELP MAKE YOUR SITE FEEL MORE PERSONAL USE A CONSISTENT COLOUR SCHEME FOR COPY, LINKS AND BUTTONS TO INCREASE THE SITE USER-FRIENDLINESS MAKE IT SIMPLE FOR YOUR USERS TO CONTACT YOU VIA MULTIPLE METHODS 92 % OF PEOPLE TRUST ONLINE REVIEWS ABOVE ANY OTHER FORM OF ADVERTISING 8. CREATE A TESTIMONIALS PAGE DISPLAYING QUOTES FROM HAPPY CUSTOMERS 9. OFFER IN-DEPTH CASE STUDIES ON YOUR NOTABLE CUSTOMERS 10 SHOW YOUR CUSTOMERS THEIR DETAILS ARE SAFE BY HAVING A PRIVACY POLICY 11 MAKE IT EASY FOR USERS TO FIND YOUR DELIVERY& RETURNS POLICY 12 V Norton SECURED powered by Symantec ECOMMERCE? 74% OF PEOPLE ARE MORE LIKELY TO MAKE A PURCHASE IF YOUR CHECKOUT HAS A TRUST SEAL 13 INSTALL A SITE-WIDE SSL CERTIFICATE Norton AND THE NORTON SHOPPING SHOPPING GUARANTEE GUARANTEE TO PROTECT CUSTOMERS' DATA AND PURCHASES Symantec Sources https://www.shopify.co.uk/blog/32997060-6-ways-you-can-make-your-website-more-trustworthy https://blog.kissmetrics.com/build-a-trustworthy-website/ http://funnls.com/2015/07/04/10-ways-you-can-make-your-website-more-trustworthy/ http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html Symantec Online Safety (Merged) Survey. 3rd to 8th September 2015 http://www.flaticon.com/ http://www.freepik.com/ 3. LO 刘