Based on the current research on the development of trust in the company by online customers, the following guidelines emerge to help Web-based companies increase their customers’ trust in them:
Increase the usability of the Web site: Making the Web site easy to use can indicate to the customers that the company cares about them and always tries to provide them with the best service possible. Also, appropriate search mechanisms and product listing functions can ensure that customers are aware of all the products and services offered by the company, thereby perceiving it as large enough to be trusted.
Make the Web site experience appealing: The browsing and shopping experience of the online customer should be both fun and efficient. Providing abundant “value-added information” such as product information, reviews, and recommendations can make the visit to the Web site enjoyable while allowing the customer to make the best purchase decision possible.
Customize: If it is possible, provide opportunities for customers to customize their products. If that is too cost-prohibitive, provide a customized interface for registered customers. Engage the customers in the selection of information and products that are presented to them on the Web site.
Provide security assurances: Make the security measures of your Web site clear and understandable. Explain the technology you use to make transactions secure and provide comprehensible privacy statements. Invest in a trusted third-party certification of the security of your Web site.
Earning the online customer’s trust is a crucial factor for the success of all online companies. As the recent statistics show, most online companies have not yet achieved high enough levels of trust in the general Web user population. Hence, the vast majority of Web users do not buy online. This chapter has provided a discussion on the factors that can increase online customer trust and has presented a set of guidelines for companies that can enable them to achieve that goal. It is one step in creating a trusting environment for customers on the Web, which is essential for maintaining the growth of online commerce.