check-out and trust (was...Google Checkout'scredit card widget)
23 Jan 2007 - 1:14pm
7 years ago
It would really educate me if you would fill in the blanks on several of
your "givens." I'm guessing that your intensive experience with checkout
makes some of these things foregone conclusions to you:
1) What specific items are vestiges (having to choose a credit card type,
multi-page wizards, not using biometrics or RFID)???
2) What momentum does Paypal have, other than being the first in years to
eat Visa/MC/Amex's lunch? This is honestly not a condemnation. I'm asking
if/how they've improved checkout. Seems like countless eBay-ers exclude
Paypal presumably because the hate the skim.
3) Similarly, what's Google done? (I really have to get out, or is it stay
in, more often.)
As for trust, no amount of technology will improve trust, or at least
quickly enough for someone who paper-reconciles their online buys. I don't
even know what Hackersafe is; you think that Ms. Paperlist will see the
Hackersafe seal-of-approval and say, "I guess I don't need this stupid paper
My answer to that part of your question is:
-Do what popular sites do, even if it's vestigal.
-Do what Neilsen says to do: "Communicating trustworthiness in web design"
(March 7, 1999) http://www.useit.com/alertbox/990307.html
-Provide perfect usability.
-Communicate perfectly and honestly. Make it clear when the order is truly
committed. Show shipping costs, in advance. Send email confirmation and
status. Don't spam. Provide voice service. Answer the damn phone if you can
-Provide a money-back gaurantee.
Do all this whether you use whole-page server round trips or Ajax every
keystroke into validation wonderland.
----- Original Message -----
From: "Jay Morgan" <jayamorgan at gmail.com>
> I work in ecommerce and get motion sickness everytime we work on checkout. > It's such a dinosaur to me. So many parts of it are vestigial. > > Generic checkout web app: > I figure it is only a matter of years before a generic checkout method > replaces the proprietary checkouts that each ecommerce site builds. PayPal
> has some momentum going.
Now Google enters. Yes, I know neither of these
> are perfect. I'm talking about a few years from now when there's been a > substantial shift in the practice of ecommerce based on generic checkouts. > > Issues with trust: > We're conducting contextual inquiries with some of our online shoppers and > we're all surprised at their buying habits and related trust issues. For > instance, one woman who represents a class of security-conscious folks > writes down all of her online transactions. When her credit card bill > arrives, she then checks each line item to detect any fraudulent purchases.
> > Is Google or java or an RIA trustworthy? > I see from this research and inertia that perceived trust generates an > unfortunate resistance to change. I'm sure we here can make an objective > case for trust, but we are ultimately bound to the customer's level of > perceived trust. I don't know if HackerSafe and the like accomplish that > for our customers. > > What do you all find that works to establish trust in checkouts? Or, in > RIA-based ecommerce experience? > >>