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How people evaluate a web site's credibility

Consumer WebWatch has published a research report by B. J. Fogg and the Stanford Persuasive Technology Lab on how people evaluate web sites' credibility. 100 sites in 10 content categories were studied and total of 2,684 people completed the survey.

When asked to comment on site's credibility, the top 10 issues addressed by the survey participants was:

1. Design Look (46.1%)
2. Information Design/Structure (28.5%)
3. Information Focus (25.1%)
4. Company Motive (15.5%)
5. Information Usefulness (14.8%)
6. Information Accuracy (14.3%)
7. Name Recognition and Reputation (14.1%)
8. Advertising (13.8%)
9. Information Bias (11.6%)
10. Writing Tone (9.0%)

Links:

  • The research report How Do People Evaluate a Web Site's Credibility? Open link in new window
  • Discussion on why visual design is so prominent in the study Open link in new window

Henrik Olsen - March 04, 2003

See also: Credibility, Trust and Privacy (6)  Visual design (19)  Research (129) 

 

COMMENTS

What people say they think, and what they do, can be different things.... If you want to know if a site is credible, their bottom line is more relevent than a survey.

AlistairC | March 06, 2003

 

I think this is great. I'll defintely use these numbers. But I don't buy it. It's the word credibility. That skews this whole study. Credibility doesn't mean I'll use this site, or enjoy this site. It means "Yeah, they look like a real company". But what great numbers.

Tony | March 10, 2003

 

A parallel study suggests that people involved in the professional domain of a site are more concerned about content than visual appeal.

Links:

Henrik Olsen | March 19, 2003

 

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