Kimberly Williams

Sixty-four percent of online consumers are unlikely to trust a Web site—even if the site prominently features a privacy policy. A report from Jupiter Communications released in August found that consumers have confused the concepts of privacy and security; they identify security of credit card information, which is their primary concern, as a privacy issue. So what can you do to establish trust on your Web site? Another study from Greenwich, CT-based NFO Interactive asked online consumers who haven't bought on the Web to prioritize attributes that would entice them to make the plunge into e-commerce. The top responses follow. 1. The

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