Which credibility indicators give you confidence in a web site?

In a recent issue of the Excess Voice newsletter I asked everyone which elements on a web site made them believe in the company. In other words, which are the key credibility indicators they look for?

This is a long page, but there is some very, very useful stuff here. Grab a coffee and try to find time to read it all.

In no particular order, here are some of the responses...

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Although Guarantees do play a role in my trusting a site, when I do a search on Google, the results usually contribute more to building trust. I try and find "neutral" review sites, and see what these say.

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What makes me buy (especially if it is something bigger, more costly):

- I know I may already want and need it and have just gone to the website to do the actual purchase. (I rarely purchase something I didn’t look for on purpose.)

- There are many layers of increasingly detailed information that answers all my questions. This information is presented professionally and without attempt to persuade.

- There is a number for me to call and a person to speak with who answers my question.

- That there is a clear return policy, and that this is spelled out and I’m sure it will be easy (i.e., they provide return labels, there is a number to call if I have any troubles, etc.)

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Product reviews vs. testimonials. I want information, not opinion -- both positive and negative -- so I can shop comparatively and have a good basis for making a choice.

I also will back out of any website that is too hard to navigate, too overloaded with flash and gimmicks, uses too hard a sell, or has prices (for items or shipping) that are significantly higher than another site with the same product.

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Correct grammar, spelling, text format and style. MUST be professional and correct. Hire a proofreader, spell and grammar checks are NOT enough.

Testimonials with email addresses. Rarely does anyone check them but I set up their email forwards to come to me so I can filter them before forwarding them to valuable accounts. I do respond to originator saying that I since I do value my references I do check to make sure the requests are legit. If they are they can expect a reply from the person who wrote the testimonial. This helps me get testimonials along with the opportunity to give email addresses since the folks who wrote the testimonials are always afraid of getting swamped by email.

Third party seals add credibility

Personas define the need for credibility. You and I may use different terms but expressives and “people” type folks like personal verbal testimonials, Analytical/methodicals like text that makes hard firm facts that are documented. Visual learners like “proof of happiness” visuals, logical thinkers like to be lead to credible conclusions. I realize I am mixing personas with learning styles but we study these things (and by the way feel that little attention is paid to learning styles while much is paid to personas). We have appealed primarily to learning styles on some sites with good success.

- Guarantees make a difference.
- Client lists add credibility in B 2 B sales.
- We also add industry awards and found those have great impact.
- A recent site successful site effort emphasized prestigious industry awards on the home page and we found that traffic to the testimonials page dropped even though business improved.

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Easy to find information about the organization or company, with a real address and phone number.

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Testimonials are good as long as they are not too gushy and speaking in generalities. However testimonials about how a specific problem was solved with the product or service are always instructive. Testimonials with well-reasoned criticism of the current offering also increase credibility to me. It shows that people are using it in spite of some difficulties, implying that the positive aspects far outweigh the negative aspects. It requires a humble and courageous businessperson to put those on the web site.

A photo of the founder is always helpful especially if he looks "credible". Third party seals are useful if they are global brands for a specific and well-known certification or assurance, such as VeriSign, TRUSTe, Thawte, BBB Online. Seals from obscure industry associations tell me that you are trying to hide behind a seal.

Guarantees are useful for credibility if there is a page describing how to claim the guarantee if some aspect of the product or service fails.

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A bit of everything but mainly gut instinct. Even some cheesy websites 'feel right' and haven't let me down. Verisign and Truste used to help, now they don't even register.

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I like the short testimonials off to the side - whenever I see the longer ones with pictures and audio I get skeptical- too much went into this

I've tested the hackersafe service/seal and it does significantly increase conversions and lower cart abandonment rate.

Photo is dicey- I've seen some photos and thought- 'ugh they should have just stayed physically anonymous'.

Voice of text to me is key. But of course, having learned a lot of copywriting, I can detect the obvious old formulaic sales phrases...too many of those and I start suspecting the product is mostly padding.

Guarantees have no effect if I don't already believe in the people and the product- but if I do, they cement it.

For B2B sites:

1) Industry analyst/expert endorsement
2) Customer/user testimonial with picture and full title

For B2C sites:

Third party reviews (epinions, blogs, other sources of non-company sponsored opinions)

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I have been moved to buy when the copy is very clear how I will benefit and is supported by testimonials of others in my field & there is a good guarantee. Another time I decided to attend a seminar because a list of the attendees was included with the sales letter. I recognized a few of the names and thought if they are going I should too!

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Reviews that people can add themselves -- such as the ones found on Amazon.com and Drugstore.com. Particularly if coupled with ratings. I figure if people take the time and trouble to comment on something, it's worth paying attention to what they have to say. (Most people learn early on to distinguish from the planted hype reviews and the legit stuff, for the most part. I ignore the obvious hype.)

Reviews published by related magazines, or newspaper reviews, consumer-report-type reviews.

Also, I never buy from a site where I can't easily find their physical location and telephone number. I shouldn't say "never," as I actually did buy a software program for a website from some guy in Russia once -- but he was the only one who had what I needed, so I had no choice. And despite the fact that it turned out to be a great product, I won't do it again unless I must.

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If the seller is not a large/well-known company (Amazon, BuyNow, Dell, etc.), I always check the About Us page to see where they are located, how long in business, etc. For me, this is a very important page and adds to the credibility of the seller. I hate it when website owners turn this page into another selling page and don't give me any information about themselves. And, as a website copywriter, I practice what I preach by stressing the importance of sharing company/individual information on the About page to my clients.

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I can tell you that for me a good guarantee is essential, because it means the seller is putting his money on the line.

Testimonials are important, as long as the person giving it is also willing to put his/her full name on the line, and as long as it doesn't sound hyped-up, and as long as the list of testimonials isn't a mutually self-serving round of "I'll scratch your back if you'll scratch mine" list of well-known people in the same field.

As for "other," it is contact information. Few things are as irritating as a seller who hides and is basically unfinadable.

Few things instill as much confidence as a willingness to make oneself personally available--and I don't mean an answering service or recorded message.

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For sure seeing 3rd party credibility from commercial certifying companies works for me, and I'm pretty good at clicking them to check they're real actually before I buy from them.
But I'm a bad example. In the adventure travel industry, the testimonials are important to us. Our conversions jumped when we slotted them onto our normal FLASH photo sections. We also allow prospective clients to e-mail past clients through our office. This is testimonials taken to the next level.
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- professional appearance that is mature and error proof
- no grammar or spelling errors or dead links, etc...
- partial customer list and how many customers served
- contact us section - if a separate email or cell phone - no way - this is an individual and not an established business

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1. Professionalism and knowledge of the product or service will go a long way towards getting my attention.

2. Guarantees - There's nothing like promising me a full refund to make me believe your product is as good as you say it is.

This, however is only valid when the site/business has some validity -that's when I look to see if they have the Veri-sign or BBB seal, links to other sites that I know are reliable, or recommendations from other business people in the same field. They don't need to have all of it, but if a site has some of this it usually helps me believe that they will produce as promised.

I also check to see how long someone has been in business (reliability) - what sort of contact information they provide (accountability) and finally, the quality of the site and the work that's gone into it are things I take to heart when making a decision. Although it's not always an indicator of quality, good copy, professional writing, and some evidence that the webmaster has a passing acquaintance with English grammar and/or a spell checker at least shows me that they cared enough to put on a good "show". Scammers and con artists usually sound like what they are....

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Awards. Actual physical address of business. Ability to test the software (free download or trial).

A rule of thumb I have is to email support and see how fast they respond if at all. If they do and answer my question quickly, I'm likely to trust the website and make a purchase.

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One thing of late that really reassures me is: a physical address of the company, a land line telephone number.

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Good topic to get into---testimonials---since this aspect is repeatedly touted as the front line weapon for marketing and conversion. There is a big difference between a solicited testimonial and a spontaneous one.

The question when you read one, is it spontaneous and from the heart of a person that feels the need to compliment the source? Or is it an ego driven sanction of a personal nature -- to see one's name published, be known as someone who is at a high enough level to comment, or maybe just because it's a habit pattern to get close to the source person?

I am personally not ever impressed by any testimonial -- but maybe I expect too much. I do seem to notice one thing. Seeing the name of a well known guru, expert, or person of special ability (like Bob Bly) at the bottom of the testimonial does entice me to read what he says -- and usually, even that, is boiler plated for the most part.

I believe that when one criticizes an issue, it is an obligation to offer a better solution. In that vein I have strong feelings. If the testimonial wording and comments are actually converted into an article about the value, use of, and helpfulness to the product or ebook, and explains how it made a difference to them...then I am impressed...and is much more believable!

Instead of publishing a paragraph testimonial, put in a link to an article for anyone to read. That is what I call an "artimonial"...if one has to put a name to it. I read examples of this all the time...but they are not presented as a testimonial, but used usually in a marketing venture.

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If a friend has recommended the site, or I come across it via a link from a site I use regularly.

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Editor's Note: TrustedTestimonials.com provides a service whereby each testimonial is verified with the person who wrote it.

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