How can you ensure that a user knows they are on your website?

Question

The talk of internet town today is the SNAFU that led to dozens of Facebook users being led by Google search to an article on ReadWriteWeb about the Facebook-AOL deal. What ensued in the comments tread is quickly becoming the stuff of internet legend.

However, behind the hilarity is a scary fact that this might be how users browse to all sites, including their banking and other more important sites. A quick search for "my bank website login" and quickly click the first result. Once they are there, the user is willing to submit their credentials even though the site looks nothing like the site they tried to reach. (This is evidenced by the fact that user's comments are connected to their facebook accounts via facebook-connect)

Preventing this scenario is pretty much out of our control and educating our users on the basics of internet browsing may be just as impossible. So how then can we ensure that users know they are on the correct web site before trying to log in? Is something like Bank of America's SiteKey sufficient, or is that another cop-out that shifts responsibility back on the user?

Answer 1

The Internet and web browsers used to have a couple of cool features that might actually have some applicability there.

One was something called "domain names." Instead entering the website name over on the right site of your toolbar, there was another, larger text field on the left where you could enter it. Rather than searching a proprietary Google database running on vast farms of Magic 8-Balls, this arcane "address" field consulted an authoritative registry of "domain names", and would lead you to the right site every time. Sadly, it sometimes required you to enter up to 8 extra characters! This burden was too much for most users to shoulder, and this cumbersome feature has been abandoned.

Another thing you used to see in browsers was something called a "bookmark." Etymologists are still trying to determine where the term "bookmark" originated. They suspect it has something to do with paper with funny squiggles on it. Anyway, these bookmarks allowed users to create a button that would take them directly to the web site of interest. Of course, creating a bookmark was a tedious, intimidating process, sometimes requiring as many as two menu clicks—or worse yet, use of the Ctrl-key!

Ah, the wonders of the ancients.

Answer 2

The site could "personalize" itself by showing some personal information, easy recognizable by the user, on every page. There are plenty of ways to implement it. The obvious one: under first visit, the site requires user to upload some avatar, and adds user's id to the cookies. After that, every time the user browses the site, the avatar is shown.