Fancy graphics, animations, and eye candy are catchy but they do not seem to facilitate the development of trust. Lastly, grammatical errors tend to repel users and discourage bookmarking. Trust can be improved when a Web site is well organized and provides users with material that is frequently updated. Respondents said that they tend to trust Web sites that are easy to access and easy to search. Another factor was content freshness.
Fresh material is easier to trust than old material.
As a whole, the survey provided some evidence for a simple folk theory of mine. People tend to trust Web sites that are more usable. Seemingly small things, such as spelling errors, quickly turn users off and their trust will drop. Trust is especially critical for web sites that sell products and services. Even a minor grammatical error can deter a sale.