“When was the last time you called customer support because you were having problems checking out online? Probably never! Cart abandonment rate is at around 60%, and most of it happens before the user even begins the checkout process. Sometimes, convincing your customers to trust you is your biggest challenge. There is no “Consumer Trust for Dummies”, but as eCommerce designers, we need to focus on some fundamentals. The following topics may seem as obvious as walking into a seven-foot Wookie, but rest assured you will find plenty of websites with a mouth full of fur.” – (Smashing Magazine)