15 March 2007
Online shoppers look for the S in secure
Internet shoppers are becoming more security savvy, according to a new poll conducted by web usability consultancy Webcredible. The poll, which questioned Internet users on what makes them trust a website, found that 40 per cent of respondents look for the S after http in the URL before committing to an online purchase. Https indicates that the Internet connection is secure and information such as credit card details will be encrypted.
However, the poll also reveals that a worrying number of Internet users are putting their trust in the wrong place. For example, 28 per cent of respondents stated that dealing with the website of a reputable brand provided the most reassurance when buying online, while 16 per cent confirmed that they judge a website's security primarily on its professional look and feel.
Trenton Moss, director, Webcredible said: “It's surprising, but very encouraging, to see that so many online shoppers understand the importance of essential security measures like https. However, it's frightening to see that some Internet users will naively put their trust in a website based solely on the way that it looks. Online security is of paramount importance and shoppers need to be clued up on what to look for when visiting ecommerce websites to be sure their card details and personal information will be safe when they make their purchase.”
The poll showed that online shoppers look for the following before trusting a site enough to buy online:
- Https in web address - 40%
- Dealing with a reputable brand - 28%
- Professional look and feel - 16%
- Contact phone number readily available - 7%
- Security assurances on the page - 6%
Independent studies show that shopping basket abandon rates can be as high as 60 per cent, therefore, according to Trenton Moss, it is vital that brands take the following measures to build trust at the checkout with web visitors and increase their propensity to purchase:
- Provide written assurances about your security and privacy policies.
- Include user reviews to show that other people have used your website to buy a product. Then, build trust in those reviews by including ratings for the reviewers e.g. Ebay displays a star rating against each buyer or seller.
- If your brand is not particularly well-known, prove there is a real organisation behind the website. Links to external web pages referencing your company can help.
- Ensure that your content is up to date across the website, from news pages to corporate or product information.
- Include details of any affiliations and awards.
The poll, which took place on Webcredible's own website, ran in January 2007 and received 1179 votes. The results can be viewed at http://www.webcredible.co.uk/user-friendly-resources/polls/trust-buying.shtml.
About Webcredible
Founded in 2003, Webcredible is a user experience consultancy, dedicated to making websites easy to use, accessible to all and ultimately more effective. The UK-based consultancy offers a wide range of services, including user-centred design, usability & accessibility testing, accessible web design, an accessible CMS, as well as a comprehensive training programme.
With almost 200,000 monthly website visitors and a long list of global clients in the private and public sector, including T-Mobile, Norwich Union, eBay, the BBC and the World Health Organization, Webcredible is widely regarded as one of the most respected consultancies in the user experience industry.
The consultancy brings an unrivalled passion and enthusiasm to their work and their uniquely open and collaborative approach to projects ensures clients can fully understand and contribute to the process while gaining on-the-job training and knowledge transfer.