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UX Tip #29 Creating trust through your website

Making it difficult to find the right information needed to make critical decisions can be quite frustrating for the user and erode any trust you may have earned. A study conducted on a health insurance comparison prototype determined that presenting all of the options in a complicated way, across multiple pages or hidden behind expandable sections and popups, can lead users to feel like your site is dishonest and doesn’t have their best interests at heart. In turn, this erosion of trust makes is less likely that users will complete the desired action, such as purchasing a health insurance policy via your comparison site. Make sure the content you’re presenting is complete, clear and succinct, ideally broken into easily digestible portions of information - this approach tends to be much more trustworthy than huge blocks of text.