Home > Usability > Trust and Credibility Guidelines

Trust and Credibility Guidelines

February 28, 2010 Leave a comment Go to comments

A site has credibility when customers trust the content and the organisation behind it. This is critical in forming customers’ opinions of the brand.

  1. The content is up-to-date, authoritative and trustworthy.
  2. The site contains third-party support (e.g. citations, testimonials) to verify the accuracy of information.
  3. It is clear that there is a real organisation behind the site (e.g. there is a physical address or a photo of the office).
  4. The company comprises acknowledged experts (look for credentials).
  5. The site avoids advertisements, especially pop-ups.
  6. Delivery costs are highlighted at the very beginning of checkout.
  7. The site avoids marketing waffle.
  8. Each page is clearly branded so that the user knows he is still in the same site.
  9. It is easy to contact someone for assistance and a reply is received quickly.
  10. The content is fresh: it is updated frequently and the site includes recent content.
  11. The site is free of typographic errors and spelling mistakes.
  12. The visual design complements the brand and any offline marketing messages.
  13. There are real people behind the organisation and they are honest and trustworthy (look for bios).

Resource: http://www.userfocus.co.uk/resources/trustchecklist.html

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