Authentication - Ensure that the website is who they say they are and ensure confidentiality of the information exchanged with customers.
Trust - Ensure that the website infrastructure is being protected from hacker attacks preventing theft or destruction of information.
Reputation - Ensure that the website is well referenced on the Internet, measuring and analysing expressed opinions by customers.
Integrity - Ensure that the website is compatible with all browsers and the development has followed international best practices.
Performance - Ensure that the website responds quickly to their users requests in simple page views or in complex transactions.