How Do People Evaluate a Web Site's Credibility?

Johan007 · 01-19-2004, 04:11 AM

Results from a Large Study

Quote:

Originally Posted by http://www.consumerwebwatch.org

Design Look — 46.1% Overall
Information Design/Structure — 28.5% Overall
Information Focus — 25.1% Overall
Company Motive — 15.5% Overall
Information Usefulness — 14.8% Overall
Information Accuracy — 14.3% Overall
Name Recognition and Reputation — 14.1% Overall
Advertising — 13.8% Overall
Information Bias — 11.6% Overall
Writing Tone — 9.0% Overall
Identity of Site Operator — 8.8% Overall
Site Functionality — 8.6% Overall
Customer Service — 6.4% Overall
Past Experience with Site — 4.6% Overall
Information Clarity — 3.7% Overall
Performance on Test by User — 3.6% Overall
Readability — 3.6% Overall
Affiliations — 3.4% Overall

http://www.consumerwebwatch.org/news...ordPTL_TOC.htm

**LazyJim** · 01-19-2004, 04:47 AM

great find thanks for that.

some things to remember:
- the people were American (so less reliable when used elsewhere)).
- The research is based on asking people what they think, which is not always the best way to find out.
- Trust is very important, but no good if the people that trust your site can't use it, that's why trust is not actually a usability issue.

**LazyJim** · 01-19-2004, 04:50 AM

just to clarify, I am not saying ignore it, far from it, the chance to hear what so many Web users think of a load of sites it very very useful!

But no substitute for your own research, the best user-feedback you can get is from the people you would like to use your site.

Johan007 · 01-19-2004, 05:13 AM

A good guide for portraying a first impression.

**LazyJim** · 01-19-2004, 05:18 AM

Yeah it shows how much first impressions count, and first impressions come mainly from the look of the site.

(don't forget you can make a smaller first impression on the search engin results page and any off-line promotion material)

**LazyJim** · 01-19-2004, 06:27 AM

It's also worth mentionaing that the second most talked about thing is very much related to usability...
"A well-organized site is the antithesis to a site that purposely confuses and misleads a user toward advertisements and other promotions."

**John Scott** · 01-19-2004, 06:27 AM

Awesome topic. Very good info there.