I came across an interesting dilemma today during a testing of a landing page. A user came back with the feedback that the landing page looked too much like a corporate salesy website and not like a article (which she was expecting). She did not trust the information on this landing page because she perceived it as being corporate, rather she was expecting a news article because she deemed it to be more trust worthy and less prone to being a paid and biased article.
That being said, the context for this landing page is that users arrive here after clicking a paid ad that news articles always feature. Hence, the user’s expectation for an article.
But I decided to do some research into why people supposedly trust news more than corporate information.
I came across this article of the news feed as being the default model for presenting digital content across all platforms. http://uxmag.com/articles/the-news-feed
Why It Works
The news feed has several attributes that make it ideal for digital content presentation.
- It fits with online user behaviors and browsing style
- It is an efficient, practical design solution
- It has cross-platform versatility
I also decided to look into how to build more trust with ux design and the following article was interesting!
However, to understand the concept of building trust with UX design, we have to first understand what trust means for users themselves.
Honest values — a product’s description should always do what it says. If for example your product promotes better conversion rates through Facebook advertising, then the user will expect that exact end-result. To ensure that it is so, sufficient guidance and walkthroughs can be helpful to create an equal experience for all of your product users.
Clear communication — telling it like it is. Hiding behind a carefully crafted copy can lead to your customers astray about the services that you provide, which will be detrimental to user trust over the long haul. If information is presented clearly with precision, user’s won’t feel like they’ve to look elsewhere to solve their problems.
User protection — consumers are growing increasingly concerned about the security of their digital data — emails, credit cards, sensitive files — as nearly every week we see another huge breach of user databases. Telling your customers about the methods you use to protect their data will go a long way.