Conversion Optimisation
Trust
Plain English
It is the belief that this thing will do what it says it will do.
Definition
User glossaryConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term that a product, glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term, or organisation will do what it promises.
In practice
Used to support action, loyalty, and adoption.
In context
It is built in the parts of the journey nobody optimises: the confirmation email, the glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term update, the ease of cancelling. Those set what happens on the second visit.
The reality
If broken, recovery is hard.
Compared with
Trust vs Trust Signal
Trust is the state you are trying to create. A glossaryTrust SignalA trust signal is any element that increases user confidence in a product, service, or decision.Open glossary term is a device intended to create it. glossarySignalsSignals are data points or triggers that indicate changes in user behaviour, context, or external factors.Open glossary term substitute for evidence with first-time users; with returning ones, only experience counts.
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