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Pattern Group F. Basic E-Commerce > Build Trust throughout the Process

Build Trust throughout the Process

Customers are sensitive to the order and amount of information you ask. Personal information is just that, and people do not want to reveal more than they need to, until they need to. If a Web site asks for too much information up front—personal or otherwise—customers become suspicious or negative. Remember that in a physical store, customers are not asked for any personal information until they check out.

This problem is even worse if you do not provide a clear PRIVACY POLICY (E4). Some site visitors may not want their personal information stored at all, and they will continue with the order only if they know that the information will be used for just the single transaction, as with a GUEST ACCOUNT (H3). For example, at united.com, customers who do not want their personal information stored can create an itinerary and check out as guests. The site explicitly informs them that “guest information is not stored online.” Other customers may want their personal information stored for convenience because they do not want to reenter it all every time they place an order.


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