The 'Mechanics of Trust' framework was created by researchers at the University College London. It is a very practical and effective tool to understand and increase trust online. By studying each variable of the framework in isolation within the context of your business, we may discover practical ways to increase your website's perceived trustworthiness. I will communicate our analysis to you in the form of ideas that you can consider for testing or implementation. Below are its variables and some basic questions that it deals with:
What trusting action is being asked of the customer?
What does the customer stand to lose in case of defection?
Is it clear what is being promised to the customer?
Is there sufficient proof or indication of the company's ability to fulfil the promise?
Is there sufficient proof or indication of the company's motivations to fulfil the promise?
Can perception of separation in space be reduced?
What can be made so that the user feels they have a similar level of control over their actions and outcomes as they would in a real-world interaction?
(E.g. Provide clear digital alternatives to allow signalling intentions, receiving and interpreting feedback, confirming or cancelling commitments, etc.)
What can be made so that the user feels less apprehensive of long gaps of time in-between events happening?
(E.g. If it takes 10 days between order and delivery, contact can be promised and maintained in the form of notifications a couple of times, to decrease the perception of a long separation in time.)
Can the user freely withdraw from a particular exchange or the Company-Customer relationship with reasonable or zero loss?
Is there any indication of the company having previously or occasionally defected?
Prospect of Future Interaction
Does the company show willingness to benefit from future interactions (therefore, more likely to deliver satisfactorily in the first exchange)?
Is information about the company's performance publicly disclosed by customers, and is it positive?
Are there any institutional rules imposed on the company or its members that would sanction, discourage or prevent defection?