3 Steps to Building a User Experience Your Customers will Trust

When it comes to UX, trust is everything. Even the simplest and most intuitive designs won’t be able to entice users if they feel that they can’t trust your website. In many cases, the same things that make for a good UX will also inspire trust in the user, but the issue of trust is important enough to warrant its own discussion. With the right techniques, you can ensure that users trust your website, ultimately turning them into loyal long-term customers. Here are three user experience tips to building a UX your customers will trust. #1- Focus on Organization and Strong Overall Cohesion Should be Universal Your website’s visual design is responsible for the user’s first impression of your website, making it a key factor in earning the user’s trust. Certain elements of your design will be determined by decisions regarding your business’s brand images, but a focus on organization and strong overall cohesion should be universal. No matter what, your website needs to look good. Research by the Stanford Web Credibility project found that 46.1% of users assessed the credibility of a website based in part on the “appeal of the overall visual design of a site, including layout, typography, font size and color schemes.” According to Gartner, “Over the last 10 years, customers’ trust in big business has declined rapidly. Customers have become more willing to complain, more willing to switch suppliers after a poor experience and more likely to tell others about it.” An organized design that looks good lets the user know that you put time and effort into designing your website, and it shows that you are committed to your business. Conversely, a poor visual design makes your business look sloppy and unorganized. Working to create an organized and appealing visual design will demonstrate to users that they can trust your UX. #2 – Demonstrate Trustworthiness Through User-Generated Reviews If you really want users to trust your UX, then you need someone else to vouch for your trustworthiness. The most compelling endorsements of a product or service don’t come from advertisements, but from the testimony of family and friends. A great way to win the trust of users is to show them reviews or testimonials from sources that they already trust. Be sure to mention any awards or achievements you have received on your business’s website. Reviews from reliable and trusted sources are another great way to generate trust. An open forum for customers to post reviews and comments is also great for inspiring confidence. Gartner recommends that businesses “Communicate more, not less – It may be difficult to communicate with customers that are angry or distrustful, but a lack of communication will breed more distrust and dissatisfaction.” It demonstrates to users that you put enough trust in your product to let others share what they think. In fact, a study by Bright Local found that 79% of users trust online reviews as much as personal recommendations. While positive reviews can help to lend credibility, be careful not to overdo it. A long list of overly positive reviews or reviews from questionable sources can seem suspicious. Stick to the known, the trusted and the honest for a UX your customers can trust. #3 – Be Original but Don’t Stray Too Far from Accepted Conventions There’s a fine line between innovative and alienating. While it is important to make your website stand out, taking things too far will only confuse users and cause them to question the trustworthiness of your website. Like it or not, users are used to a certain set of convention that dictate the norms of UX. Whether or not these norms make for the best design, users expect them to be there. Meeting expectation is an important part of establishing trust. When users see what they expect from UX they are reassured, and when they don’t they start to doubt. It may seem like this principle will stifle your creativity, but that’s not necessarily the case. Finding a way to make the conventional new and exciting without going too far requires just as much creative power as designing in a completely open environment. And after all, the needs of the user should always come first. Conclusion Earning the trust of users is an important part of developing a good UX. Users have to be able to trust your business before they’ll even think about doing anything on your website. You need to demonstrate to users that your business is deserving of their trust by showing them an organized and appealing design that meets their expectations, supplemented with reviews singing the praises of your UX. When it comes to generating trust, there is no substitute for a reliable business and a high-quality product or service. For additional UX news go to user experience news page. user experience tools - text photo  
Megan Wilson is user experience specialist & editor of UX Motel. She is also the Quality Assurance and UX Specialist at WalkMe Megan.w(at)walkme.com