How to gain trust online

Circle of Trust

Mid 2009: in a recent poll, the Office of Fair Trading published that just under 33% of internet users still don't shop online because 'they don't trust the system'.

A huge amount of users still need persuading, so how do we get them to join the circle of trust?

Before we know how to gain trust, we must look at what Trust means to different website vistitors:

Friends, family, teachers, police, people in authority, educated people, people associated with governing bodies inspire trust.  Early on we are taught to respect and trust these members of society. 

But is it trust... or is it actually fear that websites need to overcome?

Googling 'trust' the definition is: Firm reliance on the integrity, ability, or character of a person or thing

If you are a person who trusts a website; or you belive your credit card numbers will be fine; you might understand that you are insured against fraudulent transactions or perhaps you dont care! Either way you go 'Towards' and will be indifferent about the Trust Logos etc.

Conversley, people who are lacking in Trust, or who have fear are imagining what could go wrong. 

Speaking to them in the language of 'we have 128 Bit SSL security', or 'Secured by Visa' won't be as powerful as saying 'Hackersafe, Fraud Protection, Online Identify Theft Secure'.

These visitors are 'away from'.  They are Fearing the worst.  Speak to them in their language and you will bring them by default into the circle of trust.

 Below Direct Line do a great job of speaking the language of insurance;

Remember: Speak your visitors language.