Retail site owners must invest in user research to better understand their users’ pain points and take appropriate, course-corrective actions. Specifically, they should focus on being more honest – both trustworthy and transparent – in order to increase customer retention. Paying special attention to the elements of their sites that customers associate with credibility can go a long way towards establishing and maintaining the trust they seek. Rajlakshmi Borthakur (2012),
Credibility through design
B.J. Fogg of Stanford University‘s Persuasive Technology Lab states in his maxim for credible design that “to increase the credibility impact of a website, find what elements your target audience interprets most favorably and make those elements most prominent.” Interestingly, Fogg also compares the credibility of a site to its “believability.”Reference
Accessed on 6/November/2012.
Available:http://www.uxbooth.com/articles/enhancing-your-ecommerce-sites-credibility-part-1/
