Coffee Etailer Website Critique

[mandy]

Do I Trust this Company?

There are many aspects that contribute to the feeling of trust. My first impression was that this is indeed a trustworthy company. The site looks professional; the company’s telephone number is clearly displayed. I live chat with a real person, and so on. All these things give me a good feeling that this is a legitimate and trustworthy company.

I did feel that some areas of the site were less trustworthy. As an example, it was difficult to see what the product rankings meant and who had ranked them. If using a ranking system, it’s very important that customers understand and trust it. In this case, the rankings are actually related to the customer reviews. A simple statement like “based on 5 user reviews” underneath the ranking would be helpful...

full article: http://www.practicalecommerce.com/articl...chase-Path