Trust Is in the Details
Many Internet users and online consumers are looking at sites with skeptical eyes, and questioning the credibility of Web content.
Many Internet users and online consumers are looking at sites with skeptical eyes, and questioning the credibility of Web content.
Web site designers take heed: Internet users are paying attention to the details. A study of 1,649 online users, primarily from the United States and Finland, conducted by Stanford University’s Persuasive Technology Lab and sponsored by Makovsky & Company, revealed that little things, such as misspellings, could be detrimental to a site’s credibility.
The study analyzed key factors – expertise, trustworthiness, sponsorship, and miscellaneous criteria – to determine the credibility of Web sites, finding some of the highest rated elements to be: quick response to customer service queries; comprehensive and attributable information; author’s credentials are listed; search capabilities; site has proven useful in the past; full contact information is listed; privacy policy clearly stated; site has been prominently advertised; ads on site are relevant; and professional design.
Others factors that impacted positive credibility were confirmation emails; live chat; printer-friendly pages; frequent content updates; and search engine result ranking.
Further analysis resulted in these overall findings:
“If Web sites were cars, it would be the trusty Toyota not the flashy Ferrari that would win the Web credibility race,” says Stanford consulting faculty member BJ Fogg, who runs the Persuasive Technology Lab. “This study confirms previous research weve done, but in many ways it expands our understanding about what leads people to believe – or not believe – what they find online.”
Additionally, the Web sites of non-profit organizations enjoyed greater credibility than commercial operations, but in general, how an organization made a profit or accomplished its mission seemed less important than how they presented and managed the information contained within their Internet properties.
While the Stanford study did not focus on any specific types of Web sites, Consumer WebWatch took a look at the credibility of news and information and e-commerce sites. Based on 1,500 telephone interviews conducted in late 2001 to early 2002 with U.S. Internet users, age 18 and older, the study revealed that only 29 percent say they trust Web sites that sell products and services, a far lower figure than for traditional, offline institutions.
Other findings include:
“As consumers settle into the realities of a world where the Internet has changed many aspects of how they live their lives, they are starting to question more and more how much they should trust Web content,” said Beau Brendler, director of Consumer WebWatch.
Consumer WebWatch recommends that Web sites adopt a set of guidelines, designed to enhance credibility: