Approximately 57% Check Websites Before Choosing Products/Services. What Are the Characteristics of a 'Trustworthy' Site?

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Title: Approximately 57% Check Websites Before Choosing Products/Services. What Are the Characteristics of a 'Trustworthy' Site?
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■ The First Impression a Website Gives and Its Impact on Trust and Action

In modern society, where the internet is deeply ingrained in daily life, it has become commonplace to check a website first when choosing products or services. The quality of design and the ease of viewing information greatly influence the impression one forms of that company.

So, how many people actually check websites in advance?

And how does the impression they receive there affect their purchasing behavior?

Therefore, this time, in collaboration with linkpath Inc., we conducted a survey targeting 500 men and women nationwide on "The First Impression a Website Gives and Its Impact on Trust and Action."

*When quoting the contents of this press release, please take the following steps:

・State that the source is "a survey by NEXER Inc. and linkpath Inc."

・Provide a link to linkpath Inc. (https://linkpath.jp/)

"Survey on the First Impression a Website Gives and Its Impact on Trust and Action" Survey Outline

Survey Method: Internet questionnaire

Survey Period: March 24, 2026 - March 31, 2026

Respondents: Men and women nationwide

Valid Responses: 500 samples

Questions:

Question 1: When choosing products, services, or stores, do you check their homepage or website in advance?

Question 2: Has website design or usability ever influenced your decision to use or purchase?

Question 3: Please tell us why.

Question 4: What characteristics do you think make a website feel "trustworthy"? (Multiple selections allowed)

Question 5: If you were to ask a professional production company to create a website, what would be your top priority in choosing them?

Question 6: Please tell us why.

*As decimal places are rounded to the second decimal place, totals may not always add up to 100%.

■ 56.6% responded "Check homepage or website in advance"

First, we asked whether people check homepages or websites in advance when choosing products, services, or stores.

"Frequently check" was 15.0%, and "occasionally check" was 41.6%.

Combined, 56.6%, meaning more than half of the people check websites in advance.

On the other hand, "rarely check" was 19.2%, and "never checked" was 24.2%, indicating that about 40% of people don't look at websites much. However, the fact that over half check them shows the importance of websites for businesses.

■ 56.1% responded "Website design or usability has influenced my decision to use or purchase"

Next, for those who responded that they check websites in advance, we asked if website design or usability has ever influenced their decision to use or purchase.

"Often" was 15.5%, and "sometimes" was 40.6%, totaling 56.1% of people who have experienced being influenced by design or usability. On the other hand, "rarely" was 34.6%, and "never" was 9.2%.

While a certain number of people feel no influence, the fact that over half are influenced is a point not to be overlooked.

We asked for reasons why they were influenced, and here are some examples:

Reasons why website design or usability has influenced the decision to use or purchase:

・Because sometimes I want to buy when the appeal is easy to understand. (20s, female)

・Because I can get information smoothly compared to sites with poor usability. (30s, female)

・An easy-to-view homepage means it's easy to get desired information, which increases purchasing motivation. (30s, female)

・The impression received from the site's design relates to trustworthiness. (30s, male)

・Because stores with neat, easy-to-view homepages seem reliable and well-managed. (40s, male)

・Because a clean homepage makes it easier to find things and is easier to operate. (40s, female)

Many responses cited "usability" and "ease of obtaining information." A homepage is not just a decoration; it also serves as a guide for users to reach the information they need. Whether it fulfills this role seems to influence purchasing intent.

Also, the opinion that design quality leads to trust in the company was prominent.

A well-organized homepage likely has the effect of giving a sense of security, signaling, "This company is solid."

■ The No. 1 characteristic of a "trustworthy" website is "information is organized and easy to view."

So, what specific characteristics make a website feel "trustworthy"?

"Trustworthy