Boxes And Arrows : The Design Behind the Design

Article Idea:

Building trust on e-Commerce homepages for first time visitors

suggested by Shazeeye Kirmani on 2009/06/30

An eye tracking research studies the elements first time visitors look for on e-Commerce homepages to build trust. Eighteen participants looked at four e-Commerce homepages and identified 26 elements of trust. Results indicated presence and visibility of elements are critical factors in building trust. An increase in the number of trust elements and the number of participants who observed it significantly increased perception of trust. Participants were quicker to judge sites that were more trustworthy. In conclusion, though trust is composed of many factors beyond the homepage, practitioners can build trust for first time visitors by increasing the visibility of trust elements.