While your research has come up with good parameters,I also recommend looking at best practices in inducing trust for an eCommerce site.Given below are are some recommendations on how to build the trustworthiness of your site
- Using Trustmarks : Trustmarks are symbols and certificates which assure the user that the site is verified and secure. However the logo or symbol used also defines how the site is perceived as shown in this article
The effectiveness of trustmarks on e-commerce sites depends on
customer recognition of the logo, meaning that they are almost useless
if you use a lesser known provider. Stats from Actual Insights
suggest that just a handful of trustmark logos are actually recognised
Indeed, 76% of survey respondents had not purchased something
because they hadn't recognised the logo.
The study tested the responses of users to 20 different trustmark
Customers recognised several of the logos, but the most well-known
- McAfee (79%)
- Verisign (76%)
- Paypal (72%)
- BBB (37%)
- TRUSTe (28%
The survey (of 150 mainly US respondents) which accompanied the
Usabilia test also reveals much about consumer attitudes to
- 76% said that trust logos did affect their sense of trust in a particular website, which 64% said unknown logos affected their level
- 61% had not made a purchase because no trust logos were visible, while 76% hadn't because they didn't recognise the logo.
The results therefore suggest that
- Trustmarks do matter.
- Only a handful are instantly recognisable.
- If your trustmarks aren't recognisable, then you may be better without them.
- Clarity of product and price information : To quote the same article :
Retailers should be upfront about pricing and delivery charges, and
the total price of the purchase should be made clear before customers
enter the checkout.
Being coy about extra charges or only revealing them at the last
possible moment will not make customers trust the site. Our recent
checkout abandonment survey found that 71% are deterred by 'hidden
charges' when they reach the checkout.
- Clear contact information : To quote the same article referenced
If customers can see clear contact details, a telephone number or live
chat option especially, then they will feel more confident that they
can get in touch if they have any problems when making a purchase.
Whether you’re a well established brand or new to the market,
displaying customer testimonials and ratings is the perfect way to
install trust in potential buyers. Research by PayPoint.net shows that
54% of online shoppers are reassured by other customers experience,
and 62% of consumers actively seek reviews before deciding to
Your website should display impartial and honest reviews that are
easily accessible to visitors browsing your site. Demonstrate that you
listen by effectively acting upon what is being communicated through
customer reviews, be it negative or positive. Knowing you care
increases trust and confidence amongst consumers, both of which are
key components to a beneficial B2C/B2B relationship.