flpbalada Trust Psychology
Goal
Reduce perceived risk so users can act with confidence. Address competence, benevolence, integrity, and predictability.
Rules
- Match trust signals to the risk users feel.
- Prefer specific, verifiable proof.
- Place reassurance near decisions and CTAs.
- Show what happens next.
- Make support, policies, pricing, and cancellation easy to find.
- Do not use fake urgency, vague claims, hidden fees, or dark patterns.
Risk Types
- Financial: money may be wasted.
- Privacy: data may be misused.
- Performance: product may not work.
- Time: setup may waste effort.
- Social: choice may look bad to others.
- Switching: change may be painful.
- Support: help may not exist.
Trust Signals
- Competence: demos, screenshots, case studies, benchmarks, credentials.
- Benevolence: transparent pricing, easy cancellation, helpful support.
- Integrity: honest claims, clear policies, real testimonials.
- Predictability: next steps, timelines, progress, no surprise costs.
- Social proof: customer logos, reviews, usage stats, expert quotes.
- Risk reversal: trial, guarantee, refund policy, migration help.
Flow
- Identify user action.
- List perceived risks before that action.
- Inventory current trust signals.
- Find missing or weak signals.
- Remove trust killers.
- Add specific proof near the CTA.
- Define success metrics.
Metrics
- Conversion rate.
- Form completion.
- Cart abandonment.
- Trial signup.
- Refund requests.
- Support questions.
- Time to conversion.
Resources
- Don't Make Me Think - Steve Krug
- Influence: The Psychology of Persuasion - Robert Cialdini
- Neuromarketing - Roger Dooley
- Baymard Institute - E-commerce UX Research
Output
## Trust Audit
- Target action:
- Main risks:
- Existing trust signals:
- Gaps:
- Trust killers:
- Recommendations:
- Metrics: