“We don’t act when we don’t trust you”
We are a suspicious species. Therefore trust is a very important factor when it comes to online persuasion. Corritore et. al (2003) define online trust as follows: “an attitude of conﬁdent expectation in an online situation of risk that one’s vulnerabilities will not be exploited”.
So if we’re conﬁdent that our vulnerabilities will not be exploited, we’re more likely to act.
Beldad, The Young & Steehouder (2010) did a meta-analysis and identified the following key elements that increase online trust:
- Perceived ease of use of the website
When a website is easy to use we trust it more.
- Information quality
We’re likely to trust websites that are free from errors and contain accurate, current and complete information
- Graphical characteristics
A websites’ Look & Feel can augment our feelings of trustworthiness (e.g. colors of low brightness are perceived as more trustworthy than bright colors)
- Social presence cues
The perceived presence of ‘others’ increases online trust (be aware: photos of people usually do nothing for the online trust!)
- Customization and personalization capacity
When we can adjust products to our preferences, our trust increases
- Privacy assurances and security features
- Third-party guarantees
Especially when we visit a website for the first time, third-party guarantees can bolster our trust
Online Persuasion tips:
Increase your customers’ trust in you by creating a website or app that: