Trust is earned based on positive experiences over time. Consumers who continue to have positive experiences become less wary of deception and they begin to build a relationship of trust with the retailer. Web design is also determined by how well the site functions. Web sites that are attractive, clearly navigable, and logically organized promote feelings of trust in consumers. Communicates the organization's promise to deliver the site's benefit.
Brand recognition is the degree to which consumers recognize a company's brand name.
The degree to which the organization clearly defines how orders will be processed and how consumers may seek recourse if problems arise. The degree to which sites assure consumers their transactions are safe and secure. The level of trust is also indicative of the consumer's feelings of privacy. According to the Sapient study, consumers require well-designed Web sites that have clear navigation, clear presentation, functionality and speed. Some companies, such as Organic Online, actually conduct traditional focus groups, both online and offline, to test site effectiveness with consumers.