Confidence In Ecommerce
Jeffery Veen has a quick little write up about inspiring confidence in consumers using ecommerce sites.
Earlier today at the IA Summit, Jared Spool discussed the importance of confidence in ecommerce. That is, people are more inclined to buy if they are sure they're making the right choice. My characterization may make the idea seem trivial. It wasn't. Few of us honestly know how to design for confidence.
One of the things we found out during the development of The Pier's site, was that when you're dealing with a company that have an existing offline identity, then ensuring that you follow that identity through onto the web can go a long way with instilling confidence in your customers.
Familiarity breeds confidence perhaps?