Getting visitors to take the action you want, whether it’s buying a product or signing up for a free newsletter, depends in large part on your credibility. Your entire Web site is an exercise in credibility, from the type of information you provide to the way you provide it. The more you ask of visitors, the more steps you have to take to assure them you can be trusted.

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In any situation, Web visitors want to be certain their personal information is safe, whether it’s an e-mail address or a credit card number. The London-based market research company TNS PLC found that 75 percent of online shoppers had abandoned a retail site due to security concerns. This is a particular danger for Web sites of growing businesses without a powerful brand.

There are three ways to boost your Web credibility:

1. Add customer service links. Contact and shipping information, payment options, and the like should be visible on the registration page and throughout the checkout process. Web visitors want be sure you’re running a legitimate business.
2. Look for ways to eliminate any cause for fear on the customer’s part. Special offers, guarantees, and privacy policies should be visible on the registration page and throughout the checkout process.
3. Add a Secure Socket Layer (SSL) certificate seal. Place this on every page and at all checkout points where visitors are asked to give sensitive information. Some companies use a shared SSL certificate instead of a private one. While you save money, the shared SSL certificate forces customers to third-party Web sites to complete their order, which might affect your credibility. Shared SSL can also slow loading times, and customers may need to use “continue shopping” functions that move them back and forth between sites.

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