What makes you trust a website when buying online?
From December 2006 - January 2007 we asked you, 'What makes you trust a website when buying online?' 1162 of you responded with the following results:
- https in web address 474 votes (40%)
- Security assurances on the page 76 votes (6%)
- Dealing with a reputable brand 336 votes (28%)
- Contact phone number readily available 86 votes (7%)
- Professional look and feel 190 votes (16%)
Why you voted this way
A big thank you to all of you that took the time to tell us why you voted how you did. Some of our favourite comments from you, divided up by how you voted, are:
https in web address
It shows that the site is using 'secure socks' to ensure data safety. Basically it's like having the door locked when you're dealing with customers, so no uninvited people may eavesdrop.
Dupoint, Dubai
An https security certificate costs a lot of money. Having such a certificate must mean this seller is a legitimate dealer.
Sam Bollard, Minnesota, USA
The https in the web address is the only thing what tells us this is a secure web page.
Jorge, Almeria, Spain
Words are meaningless. An https address shows that something is being done behind the scenes. I don't know what... but at least something is there.
Anon
Without an https web address for purchasing I wouldn't actually buy online.
Christopher John Gores, Saint Louis, USA
Security assurances on the page
Seeing security symbols makes it look more professional to me... especially if I'm providing personal and financial data.
Richard Davies, Derby, UK
Dealing with a reputable brand
Verifying that the transaction happened over an https connection may not ensure that the final recipient of the transaction is the intended one. So, the most important way to protect your identity online is to only do business with reputable companies and make sure the transaction is done at the exact URL advertised by the company.
Erik, Minnesota, USA
Brand knowledge is one of the only sources a web user will have short of doing actual research on the company. Some less well know companies include customer comments, which, if positive, would probably reassure me (like eBay buyer/seller ratings).
Alison Waters, Los Angeles, USA
I know that https is probably a better indicator of the security of a page, but I don't always check especially if I'm using a big name brand.
Alice, France
https is a must but any school kid could setup a secure website - if I haven't heard of the seller and can't find credible feedback for them I won't use them!
Ivor, Newcastle, UK
Contact phone number readily available
I could phone the telephone number and speak to someone in order to get a feel for whether I thought the company was reputable or even genuine.
Becky, London, UK
If a company is handling my financial information I want to be able to contact them personally. Also I want to be able to verify that this company is who they say they are and that they're representing themselves accurately.
A. Perez, USA
Websites can be spoofed, branding can be hijacked, and a professional look and feel simply means the con knows how to design something or has the software to allow them to look like a design pro. Phone numbers and addresses can be verified - you just have to be willing to take the extra step.
Anon
Professional look and feel
Professional look and feel is the most difficult to achieve in a website. Whoever ensures it must be a serious web shop owner.
Mani, Chandigarh, India
What next?
Please contact us by phone on 0870 242 6095 or by e-mail at info at webcredible.co.uk. We'll discuss your user experience research & design needs and requirements with no pushy sales pitch and no obligation to you.
See also
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