Evaluating a Web Site’s Credibility
July 7, 2005 by SMD
Thanks to my friend Bryant , who runs the very funny site Innocent English for sending me a head’s up about this excellent Stanford University Persuasive Technology Lab study called How Do People Evaluate a Web Site’s Credibility?
 The data showed that the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content. For example, nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites based in part on the appeal of the overall visual design of a site, including layout, typography, font size and color schemes.
You can check out the complete study here.
Here’s their overall analysis of credibility comments:
- Design Look - 46.1%
- Information Design/Structure - 28.5%
- Information Focus - 25.1%
- Company Motive - 15.5%
- Information Usefulness - 14.8%
- Information Accuracy - 14.3%
- Name Recognition and Reputation - 14.1%
- Advertising - 13.8%
- Information Bias - 11.6%
- Writing Tone - 9.0%
- Identity of Site Operator - 8.8%
- Site Functionality - 8.6%
- Customer Service - 6.4%
- Past Experience with Site - 4.6%
- Information Clarity - 3.7%
- Performance on Test by User - 3.6%
- Readability - 3.6%
- Affiliations - 3.4%
This summary list has been quoted from ebook-designer.com. Overall, this is a fascinating study. For a site that relies on AdSense I don’t think credibility is such a big issue [it may even be a detriment!], but for a more traditional business model, one in which you are building a relationship with your customer prior to selling, then it is obviously a huge factor.
It shouldn’t be a surprise really. It’s about the same as a real estate agent, the first thing on their business shopping list: a Mercedes, because it’s instant credibility. Same thing online. It’s a superficial world. The study goes on to say that as a result of this study that Consumer Reports WebWatch must endeavor to educate people so they don’t make these kinds of decisions based only on perceptions.
Personally, I think they’ll have a difficult time with that one. Better to face reality and hire a good designer.
Awesome post. I don’t think we can have enough reminders that perception IS reality. (And I bet you thought I never read your blogs)
Jakob Nielsen also has some excellent reads about site conversion. As someone doing ecommerce we’ve seen big improvements.