Web Credibility | Web Credibility Project | Credible Websites

The study found that when people assessed a real website's credibility, they did not use rigorous criteria, a contrast to earlier national survey findings by Consumer Reports WebWatch, A Matter of Trust: What Users Want From Web Sites (April 16, 2002).

Website 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.

This reliance on a site's overall visual appeal to gauge credibility occurred more often with some categories of sites then others. Consumer credibility-related comments about visual design issues occurred with more frequency with websites dedicated to finance, 54.6%, search engines, 52.6%, travel, 50.5%, and e-commerce sites, 46.2%, and less frequently when assessing health, 41.8%, news, 39.6%, and nonprofit, 39.4%.

"I would like to think that when people go on the Web they're very tough integrators of information, they compare sources, they think really hard," says Fogg, "but the truth of the matter--and I didn't want to find this in the research but it's very clear--is that people do judge a Web site by how it looks. That's the first test of the Web site. And if it doesn't look credible or it doesn't look like what they expect it to be, they go elsewhere. It doesn't get a second test. And it's not so different from other things in life. It's the way we judge automobiles and politicians.

Recommended guidelines

Guideline	Additional Comments
1. Make it easy to verify the accuracy of the information on your site.	You can build web site credibility by providing third-party support (citations, references, source material) for information you present, especially if you link to this evidence. Even if people don't follow these links, you've shown confidence in your material.
2. Show that there's a real organization behind your site.	Showing that your web site is for a legitimate organization will boost the site's credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.
3. Highlight the expertise in your organization and in the content and services you provide.	Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don't link to outside sites that are not credible. Your site becomes less credible by association.
4. Show that honest and trustworthy people stand behind your site.	The first part of this guideline is to show there are real people behind the site and in the organization. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies.
5. Make it easy to contact you.	A simple way to boost your site's credibility is by making your contact information clear: phone number, physical address, and email address.
6. Design your site so it looks professional (or is appropriate for your purpose).	We find that people quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like IBM.com. The visual design should match the site's purpose.
7. Make your site easy to use--and useful.	We're squeezing two guidelines into one here. Our research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company's ego or try to show the dazzling things they can do with web technology.
8. Update your site's content often (at least show it's been reviewed recently).	People assign more credibility to sites that show they have been recently updated or reviewed.
9. Use restraint with any promotional content (e.g., ads, offers).	If possible, avoid having ads on your site. If you must have ads, clearly distinguish the sponsored content from your own. Avoid pop-up ads, unless you don't mind annoying users and losing credibility. As for writing style, try to be clear, direct, and sincere.
10. Avoid errors of all types, no matter how small they seem.	Typographical errors and broken links hurt a site's credibility more than most people imagine. It's also important to keep your site up and running.

1) A hit counter

Is it 1998? Why do you need one? Many clients want some way to track their visitors or see how many unique visits they have. Do them a favor and don't use a CGI or visible hot counter. The world uses invisible tracking now. Google analytics is free and incredibly useful. Give them access to that. Educate your client if this is a problem. You're the web designer.

2) Black backgrounds

Black backgrounds can be pulled off really only by professional designers. If you are one, great for you, if not, stick to white or a brighter color. And for the love of God, don't place a dark text on a dark background. Use your common sense. Educate your client if this is a problem. You're the web designer.

3) Background Music

If I want to listen to music, I have my own, and I have my own player. Visitors to a website are there for a reason. To find what they are looking for. Do not intrude on that. Your job is to make that information available and present it in the most appealing way. You are a web designer, not a DJ. If I’m listening to music while browsing, I don't want yours overlaid. It's very annoying. Educate your client if this is a problem. You're the web designer.

4) Pointless JavaScript

Disabling right click has no purpose apart from annoying people and making you look unprofessional. Avoid using pointless free JavaScript widgets just for the sake of it. Scrolling text in the status bar. If you want to present information, present it on the page. Educate your client if this is a problem. You're the web designer.

5) Spelling and Grammar

How difficult is it to run a spell check? We all make mistakes. We're human after all. Even the spell checkers make mistakes. But chronic misspellings and poor grammar just makes you look stupid.

6) Banners And Ads

By all means use them, but not too many/only if your site is established. CPM advertising can be a great way to earn revenue, but plastering every pixel of screen real estate with banners and ads makes you look like you’re just in it for the money. Maybe you are, but have at least some decent content to justify it. Adsense and other contextual advertising should HELP your users. Remember that. Popups on landing pages just annoy people.

7) Overuse Of Flashy Graphics

If I want flashing and colorful lights, Ill go to a disco. Once, twice or even three times and it has my attention. That’s enough.

8) Flash Splash Pages

Does anyone really need to see your 3 minute graphics presentation? Probably not. If you are trying to show off, let a visitor choose if they want to see it. If you MUST show a flash splash screen, at least give the option to skip it.

9) Asking users to join before viewing content or a forum

This one really grinds my gears. If you have a forum or have useful content, show it. Do not make members sign up to view it. They should only sign up to post/reply/contribute. Limiting viewing of content will drive visitors away in droves.

10) Browser Dependence

Dont make your website "Designed for Internet Explorer" or any other browser. Make it accessible and cross browser compatible. Why on earth would you or your client want to exclude anyone? Use your brain. Educate your client if this is a problem. You're the web designer.

-------------------------------------------------------------------------------------------------------------------------------------------------------

Web Credibility | Web Credibility Project | Credible Websites | Web Credibility Findings