Trust is incredibly important on the web. It’s often the limiting factor that determines whether a user will perform a desired action or not. Purchasing from an e-commerce website, hiring someone based on their portfolio or even accepting the advice or opinion of a blog post all require trust beforehand.
Yet it is on the web that knowing whom to trust can prove most difficult, and it is therefore a scarce but highly valuable commodity.
Aspects such as competence, reliability, honesty and security can all play a part in our level of trust towards another. Of course, many of these traits can only be assessed over time with continuous interaction. Eventually, however, you have to trust someone for the first time, a judgement that can only be made using the information available. In terms of a website, how it looks and how well it performs will be factors taken in consideration during this judgement.
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