Familiar payment methods are the most trustworthy feature of a website, with 77% of customers agreeing. Spelling errors and pop-up adverts on the other hand are the most untrustworthy, receiving 80% and 76% of the votes.
Having customers feel secure is extremely important. Almost 4 in 5 fear fraud when shopping online. Slow loading times, broken links and stock images are also among the least trustworthy elements of a website.
An unhappy user will leave a website within 10-20 seconds, so making a good first appearance is critical.
AddictiveTips.com surveyed 4,503 online users worldwide in November 2020, asking them a series of questions relating to the trustworthiness of certain features on a business’s website.
AddictiveTips.com found that 95% of internet shoppers would leave a website if they deemed it untrustworthy. With millions of options just a few clicks away, they won’t hesitate to find a competitor. To engage users for longer, businesses should ensure that customers know they can be trusted.
Which features of a website build customers’ confidence and trust enough to follow through with a purchase?
AddictiveTips.com’s survey found that 88% have never purchased from a website they thought was untrustworthy. Unsurprisingly, fraud is the biggest fear among 79% of shoppers. However, with 54% stating they come across untrustworthy websites once per week, how can their fears be put to rest?
The most trustworthy features according to customers
After asking online shoppers to choose five website features, AddicitiveTips.com found that having familiar payment methods is the biggest indicator of a trustworthy website. In fact, 77% of respondents state that without payment options they already trust, they’re not likely to make a purchase.
The second most trustworthy feature is having quality reviews. More than 6 in 10 (62%) agree that showcasing clearly visible, useful reviews make them more likely to follow through with a purchase.
Recognised trust seals are in third place, with 59% deeming safe checkout, accepted payment and third-party badges trustworthy. Following as the fourth and fifth most trustworthy features are SSL certificates (55%) and having an active address and phone number (54%).
The least trustworthy features according to customers
Interestingly, pop-up adverts are the biggest indicator of an untrustworthy website among customers; 4 in 5 (80%) would opt out of purchasing if a business’s page overused pop-ups. Spelling and grammatical errors are the second most untrustworthy features according to users. Unfamiliar payment methods rank as the third least trustworthy feature of a website, with 69% raising concerns.
In a recent study, Cyber Duck UX Agency looked at irritating website features, with slow loading pages ranking as the most stressful. However, it seems it is not just frustrating. According to AddictiveTips.com’s findings it is also among the most untrustworthy features, with 62% of online users agreeing. The fifth most concerning feature for shoppers is stumbling across broken pages on a website – 61% see this as a red flag.
