Credibility is a deal breaker for shoppers. Think about it. Would you trust a ‘sketchy-looking’ webshop with your credit card info? The answer is probably no.

With Black Friday and Christmas shopping just around the corner (in e-commerce terms), it’s crucial to ensure your online shop is trustworthy and user-friendly. A smooth, reliable shopping experience can significantly boost your sales during this peak period. Unless your site can deliver on these expectations, you risk losing business and the loyalty of your customers.

That’s exactly what you DON’T want to happen when users visit your webshop, especially during the busiest time of the year. You want to appear as a serious and reliable vendor that has great products at the best prices that will be delivered on time – because that’s what you are, right? This, in a nutshell, is what trustworthiness and credibility are all about. But here’s a more precise definition.

Step 2: Understanding the 4 Credibility Factors

There are four cardinal ways that you can ensure you convey trustworthiness to your users. And we have Jakob Nielsen to thank for highlighting them back in ‘99. But instead of partying like it’s ‘99, we are going to learn how to apply the principles of good website design like it’s ‘99.

Don’t fret, we’re not taking a road down memory lane. A recent Nielsen Norman Group study shows that these principles still apply to this day and continue to influence users. That’s why we like to call them ‘golden.’ Users’ priorities and methods of evaluation are the same today as they were when The Matrix came out, even though the web itself has vastly evolved. Of course, what we now consider ‘good’ website design today is very different from what it was in the past; but what influences the perception of quality has not changed.

Without further ado, let’s dive deep into these four methods of communicating trustworthiness and look at some stats and examples of how these principles apply to today’s websites. So you can easily prepare your online shop to attract and retain customers during the holiday shopping rush.

75% of people’s judgments of credibility come from design. Branding and design choices aren’t merely superficial – they have a huge impact on your site’s credibility. Here is how we can break it down:

• Consistency: Consistent branding and a professional look are crucial. Use appropriate color schemes and imagery that align with your brand. Consistency across your website, social media, emails, and packaging reinforces your brand identity.

Transparency builds trust, so be upfront with all relevant information, such as contact details, pricing, additional fees, and shipping costs.

If users feel you’re hiding something, they’re likely to leave your site for a more transparent competitor. Displaying this information prominently shows that you value honesty, openness, and ultimately, your customers.

• Contact Information: According to HubSpot, 44% of users will leave a website if there’s no contact information available. Make it easy for customers to find and contact you.
• Pricing and Fees: Be clear about all costs associated with your products or services. Hidden fees can frustrate customers and damage your reputation. Clearly state pricing, additional fees, and shipping costs to avoid any surprises for your users.
• Policies and Guarantees: Provide detailed information about your return policies, money-back guarantees, terms and conditions, warranties, and general policies. This transparency helps customers feel confident in their purchase decisions.
• Helpful FAQs: An FAQs section is the perfect place to be upfront, open, and honest with your readers by answering common questions they’re likely to have. It’s also an opportunity to address negative questions or suspicions such as “Why should I trust your recommendations?” or “Can I get my money back?” Making this important information easy to access on the website adds to a feeling of transparency and shows that you understand your customers.
• Minimal Pitches: Avoid aggressive advertising. Constant pop-ups and sales pitches can annoy visitors and drive them away. Instead, provide helpful information, such as FAQs or a chatbot, to assist users without overwhelming them with ads.
• Minimal Gated Content: Avoid login walls and gated content that require users to provide information before accessing valuable content. This can create a negative impression and drive users away.
• Respect for Data: This is becoming more and more important. Be mindful of the data you collect. Only ask for essential information and respect users’ privacy. Over-asking for data can create distrust and reduce engagement.

Your website doesn’t exist in isolation. That’s why it’s important that your shop can be found on third-party sites such as social media or review platforms. Make sure that you can be found on those sites and make it visible on your website as well.

It’s great if you can tell people how great you are and why they should trust you, but having other people say that ABOUT you is worth even more. Build connections to external sources, such as news outlets, and make sure your website is linked to these sources.

Step 3: Check Your Credibility Factors

Now that you know what you have to do to make your website trustworthy before the end-of-year shopping rush – how do you know where to start? What do your customers think when they visit your webshop? Do they like it? Can they find everything they’re looking for and – most importantly – do they trust you?

These questions are crucial, but finding the answers can seem daunting. The solution lies in Crowdtesting.

Crowdtesting allows you to tap into the experiences of real users who can provide honest feedback and insights. Want to know if your website and menu are well-structured and if the categorization makes sense? Card sorting might be the service you need. This technique involves letting your target users organize your website navigation as they see fit, ensuring that it aligns with their expectations and logic.

Beyond navigation, understanding user perception and interaction with your webshop is vital. Running a Usability & UX Study can reveal how your customers perceive your site, how they search for items, and how they navigate through your webshop. This can highlight any pain points or areas of confusion that need addressing.