The Knowledge

I wrote an article recently about the use of e-commerce trustmarks and how important it was for sites to display trustmark logos.

Though they may help some sites, trustmarks alone are not the answer, and factors such as brand trust, price, usability and good design all combine to reassure customers about making a purchase.

A recent post on the FutureNow blog makes this point, and argues that the need for ‘costly’ security indicators, can be avoided with good cart / checkout design.

The post cites the example of the Groupon checkout, which avoids the need for security logos, thanks to the overall experience, touches such as the insistence on capturing the card CCV code, visible FAQs which deal with any payment queries, and good form design.

I’ve been looking at some examples from UK e-commerce sites, with and without security logos, to see how they compare to Groupon...

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By Graham Charlton, e-consultancy.com, 1 March 2010