Cluttered ads,
paid subscriptions, e-commerce enabled forms - all reduce
the site's credibility! This is especially true if the
entire site is a one, big ad and when it is hard to
distinguish ads from content.
* Track record (how veteran is the merchant, past financial
performance, credit history, brand name recognition,
lists of customers, etc.)
* Selection (how many products are carried, how often is
inventory refreshed, etc.)
* Advertising (is the company's business sufficiently
lucrative to support a campaign?)
* Service (good service indicates a reassuring readiness to
sacrifice the bottom line to cater to the customer's
legitimate concerns, feedback forms, live support, etc.)
* Full disclosure of rates, prices, privacy policy,
security issues, etc.
* Feedback from other users (opinions, reviews, comments,
FAQs, support groups, etc.)
* Site rating and certification by trustworthy agencies
(like the Better Business Bureau - BBB, VeriSign, TRUSTe)
- or awards won (from credible and reputable
organizations). Links from other, well-known and
believable Web sites.
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