浮华的设计，闪电速度的加载时间和出色的可用性都是成功的电子商务网站的绝佳元素。但是，为了您从电子商务商店获得销售，网站还需要拥有更多基本的东西：信任（n。）：确保依赖某人或某物的性格，能力，力量或真理。如果您的电子商务网站缺乏可信赖性，消费者甚至不会足够长的时间来欣赏您网站所拥有的其他伟大属性 - 他们将立即离开。
According to a2012 surveyfrom Anonymizer Inc., a vendor of consumer online anonymity solutions, 45% of online consumers were concerned about identity theft.
In 2010, the National Cyber Security Alliance found that 64% of Americans have canceled an online purchase because they were afraid the website wasn’t secure.
除非您是一家著名的公司，享誉良好（想想Amazon.com），否则您需要说服潜在的在线客户可以信任。幸运的是，您可以通过多种不同的方式向您的网站添加可信赖性元素：
Security Badges
Of course the most obvious part about making your site seem trustworthy is showcasing your website’s security badges. But what security badges should you use?
According to a survey from Actual Insights, 76% of respondents said the reason they didn’t purchase something online is because they didn’t recognize the security logo. Consumers from the same survey were asked to choose which security logos they found the most trustworthy:
- PayPal (29%)
- Verisign (25%)
- McAfee (23%)
- BBB (7%)
- TRUSTe (3%)
在您的网站上添加至少一个（但最好是多个安全徽标）将使消费者更有信心从您的电子商务网站进行在线购买。
Fame & Recognition
If you’ve gotten reviews from any well-known company, famous name, or industry expert – nationally or locally – make sure you quote them somewhere on your site. It’s pretty obvious that if you’re a start-up pet food company who was recently praised by Petco that you’re going to showcase that on your site, but don’t bypass the smaller recognitions either, local recognition can be just as beneficial. If your city’s humane society or town veterinarian recently praised you, include that on your website as well.
Praise and acknowledgement from any trustworthy organization or important person – be it local or national – will help you establish a reputation. The same goes for anytime you were mentioned in the press, or were recognized for an award. This will make your company seem real, since trustworthy sources have acknowledged your presence和推荐或称赞您的公司。
Plus, it allows people to do a little more research about you. If you claim to have won a regional award, consumers can look that up online for confirmation about the win and check out the legitimacy of the award.
联系信息
A 2009 study from comScore found that 22% of consumers abandoned their online shopping carts because shoppers wanted to ask questions about checking out and couldn’t find any customer service or contact information. When consumers are shopping around on your website it’s comforting to see a phone number, email address, live chat button, or physical address listed somewhere that’s easy to find.
After all, if people are going to be purchasing a product from your e-commerce site they want to know how to get a hold of you if their product arrives damaged – or doesn’t arrive at all.
物理地址不是绝对必要的，但确实有助于建立可信赖性。即使您是一家仅在线公司的100％公司，也可以向人们展示世界上某个地方存在您业务的实际位置。
If you do run your business entirely online, you can use your home address or get a P.O. Box or a UPS store address for a small fee. Tip: If you are just using a P.O.
Box或UPS商店，请确保您还在联系页面上列出了电话号码和电子邮件地址，因为这就是您处理大多数客户服务的方式。
SSL Certificate
Safe online shoppers know to look for a lock icon or colored tab to the left of the website URL, and an “s” after the “http” part of the web address in order to confirm that the site is encrypted, and therefore safe for them to list their credit card information.
A SSL certificate encrypts a customer’s data so it’s difficult for web criminals to steal, otherwise all of their credit card information is written in plain text for anyone on the internet to access and use. Lack of a SSL certificate doesn’t only put your customer at risk, it can also put the business owner at risk. The Payment Card Industry compliance guidelines state that all online credit card transactions must be encrypted.
This encryption is especially important when it comes to e-commerce transactions. If a company is ever caught sending credit card information without a SSL certificate, they are subject to fines, penalization, and may even get their payment processing revoked.
Maintaining Trust
安全徽章，值得信赖的资源的名声，联系信息和SSL证书都是您网站应拥有的必不可少的组件，以便与您的消费者建立信任，但并不是您只有您需要的四件事。引人入胜的内容，专业的设计，简单的结帐过程，没有断开的链接和页面速度是考虑站点可信度时应研究的其他元素。
Start with the basics and build your way up.
