SlideShare une entreprise Scribd logo
1  sur  65
What Makes a Website Credible? BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University [email_address] This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 2.5 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/2.5/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
Overview of Module ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introduction to Web Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why does Web credibility matter? ,[object Object],Creators ,[object Object],[object Object],[object Object],Consumers
Why does Web credibility matter? Few have studied this (publicly) Web has  least  credible info of any medium Web has  most  credible info of any medium Web sites are first customer contact point The Web is not going away Big money is at stake Web presence is vital for most companies Web-based info & services are common Web users can be naïve or lazy The practical bottom line: Those who can design for credibility gain a strategic advantage.
Web credibility is part of captology  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is “credibility”? ,[object Object],[object Object],[object Object],trustworthiness expertise honest truthful unbiased powerful intelligent knowledgeable experienced good *Some studies have shown three or more factors +
Highly credible websites have . . . ,[object Object],perceived  trustworthiness perceived  expertise perceived  credibility +
One factor can damage credibility ,[object Object],perceived  lack of   trustworthiness perceived  expertise perceived  lack of   credibility + perceived  trustworthiness perceived  lack of   expertise perceived  lack of   credibility +
Some semantic issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions & Discussion on Part 1  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],
Overview of Module ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Origin of the Credibility Guidelines  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guideline #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],looks matter
Research Sources for Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],chi01b Title  &quot;Web Credibility Research: A Method for Online Experiments and Some Early Study Results&quot;  Authors B.J. Fogg, Jonathan Marshall, Tami Kameda, Joshua Solomon, Akshay Rangnekar, John Boyd, & Bonny Brown  Source Proceedings of ACM CHI 2001 Conference on Human Factors in Computing Systems, v.2. New York: ACM Press.  Online <http://captology.stanford.edu/pdf/WebCred%20Fogg%20CHI%202001%20short%20paper.PDF>  ptl02 Title  &quot;Stanford-Makovsy Web Credibility Study 2002: Investigating What Makes Web Sites Credible Today&quot;  Authors B.J. Fogg, Tami Kameda, John Boyd, Jonathan Marshall, Ramit Sethi, & Mike Sockol  Source Report from the Persuasive Technology Lab (not peer reviewed)  Online <http://captology.stanford.edu/pdf/Stanford-MakovskyWebCredStudy2002-prelim.pdf>  cww02 Title  &quot;How Do People Evaluate a Web Site's Credibility? Results from a Large Study&quot; Authors B.J. Fogg, Cathy Soohoo, David Danielson, Leslie Marable, Julianne Stanford and Ellen R. Tauber Source Consumer Webwatch online publication Online http://www.consumerwebwatch.org/news/report3_credibilityresearch/stanfordPTL_abstract.htm unp Unpublished research  Our lab has done research that is not published, such as student honors theses, class projects, and pilot studies. If we make this work public in the future, you'll find it at webcredibility.org.
Guideline #2  ,[object Object],[object Object],[object Object],[object Object],we can prove it
Guideline #3 ,[object Object],[object Object],[object Object],[object Object],we are real
Guideline #4 ,[object Object],[object Object],[object Object],[object Object],brainiacs “R” us
Guideline #5 ,[object Object],[object Object],[object Object],[object Object],warm & fuzzy
Guideline #6 ,[object Object],[object Object],[object Object],[object Object],we’re accessible
Guideline #7 ,[object Object],[object Object],[object Object],[object Object],small cost, big benefit
Guideline #8 ,[object Object],[object Object],[object Object],[object Object],freshly baked
Guideline #9  ,[object Object],[object Object],[object Object],[object Object],no sidetracks
Guideline #10 ,[object Object],[object Object],[object Object],[object Object],perfect polish
Questions & Discussion on Part 2  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 
Overview of Module ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Insights from Web Credibility Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stanford Web Credibility Surveys ,[object Object],[object Object],[object Object],[object Object],[object Object]
More about the Surveys ,[object Object],[object Object],[object Object],Sample online questionnaire Demographics of respondents 1999 Study  (n=1409) 2002 Study  (n=1649) Age  (mean) 32.6 years 35.5 years Gender 56% male, 44% female 55% male, 45% female Country 59% Finland, 41% U.S. 57% Finland, 33% U.S., 10% other Education Level  (median) College graduate College graduate Income (median) $40,000-$59,999 $40,000-$59,999 Years on the Internet  (median) 4-5 years > 5 years Number of purchases  online (median) 1-5 purchases > 5 purchases Number of hours  spent online a week (mean) 13.5 hours 14.4 hours
What boosts credibility most? ,[object Object],Score from 1999 study How score changed in 2002 study
What hurts credibility most? ,[object Object],Score from 1999 study How score changed in 2002 study
What changed from ‘99 to ‘02? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions so far?  ,[object Object]
MostCredible Study -- 2002 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What participants did: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results -- Analysis of all comments Analyzed over 2600 comments and classified them Note that a comment could be classified in more than one category, such as a comment criticizing the visual design and doubting the accuracy of the information. Topic of Credibility Comment Incidence Design Look 46.1% Information Design/Structure 28.5% Information Focus 25.1% Company Motive 15.5% Usefulness of Information 14.8% Accuracy of Information 14.3% Name Recognition & Reputation 14.1% Advertising 13.8% Bias of Information 11.6% Tone of the Writing 9.0% Identity of Site Sponsor 8.8% Functionality of Site 8.6% Customer Service 6.4% Past Experience with Site 4.6% Information Clarity 3.7% Performance on a Test 3.6% Readability 3.6% Affiliations 3.4%
More results are available online. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example: Health websites in study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A health website with high credibility “ Addresses important issues” “ Lack of marketing copy makes it more credible” “ Laid out in a very matter-of-fact manner” “ Very professional looking” “ Gov affiliation makes it credible” “ Site owners don’t have ulterior motives for presenting the information” “ The vocabulary seems to come from more of an expert” “ It looks like it’s intended for doctors and researchers, not for everyday consumers of medical services -- this boosts its credibility.” What people said
“ I tried to find information from this website, but had trouble” “ Lack of the sources for the info presented” “ Too many ads” “ Online greeting cards don’t seem very health-oriented” “ it seems like it is commercialized ” “ Pop-health look and feel, like one of those covers at the Safeway magazine rack.” “ Changing of url to thriveonline.oxygen.com makes me immediately think it’s a sham” “ A lite health site” What people said A health website with low credibility
Results -- Overall vs Health Sites Topic of Credibility Comment All Sites % Health Sites % Design Look 46.1 41.8 Information Design/Structure 28.5 28.3 Information Focus 25.1 33.0 Company Motive 15.5 17.8 Usefulness of Information 14.8 20.5 Accuracy of Information 14.3 18.7 Name Recognition & Reputation 14.1 10.9 Advertising 13.8 21.3 Bias of Information 11.6 14.8 Tone of the Writing 9.0 8.3 Identity of Site Sponsor 8.8 9.1 Functionality of Site 8.6 8.3 Customer Service 6.4 0.4 Past Experience with Site 4.6 2.1 Information Clarity 3.7 6.0 Performance on a Test 3.6 1.7 Readability 3.6 3.5 Affiliations 3.4 5.6
Questions & Discussion on Part 3  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],  
Overview of Module ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Deeper Understanding of Web Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Background for P-I Theory ,[object Object],[object Object],[object Object],[object Object],[object Object]
Background for P-I Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note: There is some slippage. Neither is a perfect example of studying interpretation or prominence, but they are sufficiently close.
[object Object],[object Object],[object Object],[object Object],Prominence-Interpretation Theory Prominence Interpretation Credibility Impact X = An element’s likelihood of being noticed when people evaluate credibility. What value or meaning people assign to element, good or bad. The impact that element has on credibility assessment. Affected by involvement (motivation & ability), content, task, experience, individual differences & more. Affected by user’s assumptions (culture, experience, & heuristics), skill, knowledge, & goals.
The key to designing for credibility “ To increase the credibility impact of a website, find what elements your target audience interprets most favorably and make those elements most prominent.” Fogg’s Maxim for Credible Design
Questions so far?  ,[object Object]
Four Types of Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Presumed Credibility ,[object Object]
1. Presumed Credibility ,[object Object],[object Object],Increases credibility Decreases credibility Domain name has “.org” Info on the site is constantly updated International brand name Site has AOL domain name Info on the site is rarely updated Unknown brand name
2. Reputed credibility ,[object Object]
2. Reputed credibility ,[object Object],[object Object],Increases credibility Decreases credibility Your medical doctor referred you to this Web site. The site won an award. An authoritative Web site linked to this site. Your friend said the site was horrible.  The newspaper said the site was down for three days. A political group you don’t like endorses the site.
3. Surface credibility ,[object Object]
3. Surface credibility ,[object Object],[object Object],Increases credibility Decreases credibility Site looks professional. Site is from an organization you recognize. You see that articles have citations. Site looks confusing. The organization has no presence outside the Web. The site uses many animated features.
4. Earned credibility ,[object Object]
4. Earned credibility ,[object Object],[object Object],Increases credibility Decreases credibility You get a quick response to a customer service question.  You can navigate the site easily. You’ve found the content to be fair and balanced. The site has a broken link. The site takes a long time to download each page. You’ve seen factual errors on the site.
Why this framework is helpful ,[object Object],[object Object],[object Object],[object Object],Presumed Credibility Reputed Credibility Surface Credibility Earned Credibility Trustworthiness Expertise
Questions so far?  ,[object Object]
Framework for Website Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Credibility Grid ,[object Object],Presumed Credibility Reputed Credibility Surface Credibility Earned Credibility Web Site Provider Web Site Content Web Site Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Credibility Grid ,[object Object],Examples of elements that  increase  credibility* Web Site Provider Web Site Content Web Site Design Presumed Credibility Reputed Credibility Surface Credibility Earned Credibility The provider is a nonprofit organization. The site was created by an outside design firm. The site has ads from reputable companies. Users are familiar with the provider outside of the Web context. The provider is recognized as an expert by others. The site’s content has always been accurate and unbiased.  The site is easy to navigate. The site appears to have lots of relevant information. The content has been approved by an outside agency.  The site won an award for technical achievement. The site has a pleasing visual design. Users with questions receive quick and helpful answers. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web Credibility Grid ,[object Object],Examples of elements that  decrease  credibility* The site tries to recruit advertisers but has none so far. The site has no security protocols for transactions. The site shows only a few hits on their web counter. The site’s URL does not match the provider’s name. The provider was sued for patent infringement and lost.  The site has typographical errors.  The site has links to pages that no longer exist.  The site seems to have more ads than information. The content got bad reviews from an outside agency.  The site is reported to have copied the design of another site.  The text font is either too large or small to read comfortably. The site doesn’t give contact information anywhere. ,[object Object],Presumed Credibility Reputed Credibility Surface Credibility Earned Credibility Web Site Provider Web Site Content Web Site Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions & Discussion on Part 4  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],   

Contenu connexe

Tendances

How To Build The Ultimate Go-To-Market Strategy For Your App
How To Build The Ultimate Go-To-Market Strategy For Your AppHow To Build The Ultimate Go-To-Market Strategy For Your App
How To Build The Ultimate Go-To-Market Strategy For Your AppClearbridge Mobile
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media StrategyBrian Huonker
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
How to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanHow to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanPost Planner
 
Airbnb Social Media Strategy
Airbnb Social Media StrategyAirbnb Social Media Strategy
Airbnb Social Media StrategyMaria Vargas
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinessesSam shetty
 
10x THINKING: innovation mindset from google
10x THINKING: innovation mindset from google10x THINKING: innovation mindset from google
10x THINKING: innovation mindset from googleAnnova Studio
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big DataSeth Familian
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesSlideTeam
 
Design for Continuous Experimentation
Design for Continuous ExperimentationDesign for Continuous Experimentation
Design for Continuous ExperimentationDan McKinley
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
 
Business Analysis of AirBnb
Business Analysis of AirBnbBusiness Analysis of AirBnb
Business Analysis of AirBnbSaasha Jethwani
 
Airbnb marketing strategies
Airbnb marketing strategies Airbnb marketing strategies
Airbnb marketing strategies Kelly Joannides
 
Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryNewsCred
 
Médias sociaux : panorama, stratégies et influenceurs
Médias sociaux : panorama, stratégies et influenceursMédias sociaux : panorama, stratégies et influenceurs
Médias sociaux : panorama, stratégies et influenceursSamir SIRAT
 

Tendances (20)

Airbnb case study
Airbnb case studyAirbnb case study
Airbnb case study
 
How To Build The Ultimate Go-To-Market Strategy For Your App
How To Build The Ultimate Go-To-Market Strategy For Your AppHow To Build The Ultimate Go-To-Market Strategy For Your App
How To Build The Ultimate Go-To-Market Strategy For Your App
 
Airbnb presentation
Airbnb presentationAirbnb presentation
Airbnb presentation
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media Strategy
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
How to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanHow to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media Plan
 
Airbnb
Airbnb Airbnb
Airbnb
 
Airbnb Social Media Strategy
Airbnb Social Media StrategyAirbnb Social Media Strategy
Airbnb Social Media Strategy
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinesses
 
SEO Assignment
SEO AssignmentSEO Assignment
SEO Assignment
 
10x THINKING: innovation mindset from google
10x THINKING: innovation mindset from google10x THINKING: innovation mindset from google
10x THINKING: innovation mindset from google
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big Data
 
Digital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation SlidesDigital Content Marketing Proposal Powerpoint Presentation Slides
Digital Content Marketing Proposal Powerpoint Presentation Slides
 
Design for Continuous Experimentation
Design for Continuous ExperimentationDesign for Continuous Experimentation
Design for Continuous Experimentation
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!
 
Business Analysis of AirBnb
Business Analysis of AirBnbBusiness Analysis of AirBnb
Business Analysis of AirBnb
 
Airbnb marketing strategies
Airbnb marketing strategies Airbnb marketing strategies
Airbnb marketing strategies
 
Facebook
FacebookFacebook
Facebook
 
Best Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel IndustryBest Practices in Content Marketing for the Travel Industry
Best Practices in Content Marketing for the Travel Industry
 
Médias sociaux : panorama, stratégies et influenceurs
Médias sociaux : panorama, stratégies et influenceursMédias sociaux : panorama, stratégies et influenceurs
Médias sociaux : panorama, stratégies et influenceurs
 

Similaire à Web Credibility - BJ Fogg - Stanford University

Web Credibility Variables Public
Web Credibility Variables PublicWeb Credibility Variables Public
Web Credibility Variables Publicwinniejjw
 
Double Your Organic Search Traffic with Link Building
Double Your Organic Search Traffic with Link BuildingDouble Your Organic Search Traffic with Link Building
Double Your Organic Search Traffic with Link Buildingjeffox4d
 
Denver Startup Week: 10 Common Website Mistakes and How to Fix Them
Denver Startup Week: 10 Common Website Mistakes and How to Fix ThemDenver Startup Week: 10 Common Website Mistakes and How to Fix Them
Denver Startup Week: 10 Common Website Mistakes and How to Fix ThemAlli Berry
 
E-commerce Lab work
E-commerce Lab workE-commerce Lab work
E-commerce Lab workPragya Bisht
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-tabhishek845210
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-tALPSMarketing
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
 
Web Analytics Is The Study Of The Impact Of A Web Site On...
Web Analytics Is The Study Of The Impact Of A Web Site On...Web Analytics Is The Study Of The Impact Of A Web Site On...
Web Analytics Is The Study Of The Impact Of A Web Site On...Aliyahh King
 
BrightonSEO Takeaways September 2017
BrightonSEO Takeaways September 2017BrightonSEO Takeaways September 2017
BrightonSEO Takeaways September 2017Semrush
 
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docx
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docxRunning head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docx
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docxjeanettehully
 
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...Distilled
 
Week 10 Term PaperClick the link above to submit your assignment..docx
Week 10 Term PaperClick the link above to submit your assignment..docxWeek 10 Term PaperClick the link above to submit your assignment..docx
Week 10 Term PaperClick the link above to submit your assignment..docxdannies7qbuggie
 
'Get the Best from the Web' Tyne Cinema Part One Pres
'Get the Best from the Web' Tyne Cinema Part One Pres'Get the Best from the Web' Tyne Cinema Part One Pres
'Get the Best from the Web' Tyne Cinema Part One PresMBL Solutions Ltd
 
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )Tamer Abdulbaky, MBA
 
6 digital marketing trends driving credit union growth dialogue theory
6 digital marketing trends driving credit union growth   dialogue theory6 digital marketing trends driving credit union growth   dialogue theory
6 digital marketing trends driving credit union growth dialogue theoryDialogue Theory
 
The one and only reason why we ungate all our content
The one and only reason why we ungate all our contentThe one and only reason why we ungate all our content
The one and only reason why we ungate all our contentMartin Karlowitsch
 
20 Web Marketing Tips - Cim Cambridge
20 Web Marketing  Tips - Cim Cambridge20 Web Marketing  Tips - Cim Cambridge
20 Web Marketing Tips - Cim CambridgeDave Chaffey
 

Similaire à Web Credibility - BJ Fogg - Stanford University (20)

Web Credibility Variables Public
Web Credibility Variables PublicWeb Credibility Variables Public
Web Credibility Variables Public
 
Double Your Organic Search Traffic with Link Building
Double Your Organic Search Traffic with Link BuildingDouble Your Organic Search Traffic with Link Building
Double Your Organic Search Traffic with Link Building
 
Denver Startup Week: 10 Common Website Mistakes and How to Fix Them
Denver Startup Week: 10 Common Website Mistakes and How to Fix ThemDenver Startup Week: 10 Common Website Mistakes and How to Fix Them
Denver Startup Week: 10 Common Website Mistakes and How to Fix Them
 
E-commerce Lab work
E-commerce Lab workE-commerce Lab work
E-commerce Lab work
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
 
Creating A Website For An Effective Website
Creating A Website For An Effective WebsiteCreating A Website For An Effective Website
Creating A Website For An Effective Website
 
Evaluating A Wesite
Evaluating A WesiteEvaluating A Wesite
Evaluating A Wesite
 
Web Analytics Is The Study Of The Impact Of A Web Site On...
Web Analytics Is The Study Of The Impact Of A Web Site On...Web Analytics Is The Study Of The Impact Of A Web Site On...
Web Analytics Is The Study Of The Impact Of A Web Site On...
 
BrightonSEO Takeaways September 2017
BrightonSEO Takeaways September 2017BrightonSEO Takeaways September 2017
BrightonSEO Takeaways September 2017
 
ADHD Review Essay
ADHD Review EssayADHD Review Essay
ADHD Review Essay
 
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docx
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docxRunning head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docx
Running head NETWORK SECURITY RESEARCH PAPER 1NETWORK SECURITY.docx
 
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...
 
Week 10 Term PaperClick the link above to submit your assignment..docx
Week 10 Term PaperClick the link above to submit your assignment..docxWeek 10 Term PaperClick the link above to submit your assignment..docx
Week 10 Term PaperClick the link above to submit your assignment..docx
 
'Get the Best from the Web' Tyne Cinema Part One Pres
'Get the Best from the Web' Tyne Cinema Part One Pres'Get the Best from the Web' Tyne Cinema Part One Pres
'Get the Best from the Web' Tyne Cinema Part One Pres
 
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
 
6 digital marketing trends driving credit union growth dialogue theory
6 digital marketing trends driving credit union growth   dialogue theory6 digital marketing trends driving credit union growth   dialogue theory
6 digital marketing trends driving credit union growth dialogue theory
 
The one and only reason why we ungate all our content
The one and only reason why we ungate all our contentThe one and only reason why we ungate all our content
The one and only reason why we ungate all our content
 
20 Web Marketing Tips - Cim Cambridge
20 Web Marketing  Tips - Cim Cambridge20 Web Marketing  Tips - Cim Cambridge
20 Web Marketing Tips - Cim Cambridge
 

Dernier

KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 

Dernier (20)

KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 

Web Credibility - BJ Fogg - Stanford University

  • 1. What Makes a Website Credible? BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University [email_address] This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 2.5 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/2.5/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
  • 2.
  • 3.
  • 4.
  • 5. Why does Web credibility matter? Few have studied this (publicly) Web has least credible info of any medium Web has most credible info of any medium Web sites are first customer contact point The Web is not going away Big money is at stake Web presence is vital for most companies Web-based info & services are common Web users can be naïve or lazy The practical bottom line: Those who can design for credibility gain a strategic advantage.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. Results -- Analysis of all comments Analyzed over 2600 comments and classified them Note that a comment could be classified in more than one category, such as a comment criticizing the visual design and doubting the accuracy of the information. Topic of Credibility Comment Incidence Design Look 46.1% Information Design/Structure 28.5% Information Focus 25.1% Company Motive 15.5% Usefulness of Information 14.8% Accuracy of Information 14.3% Name Recognition & Reputation 14.1% Advertising 13.8% Bias of Information 11.6% Tone of the Writing 9.0% Identity of Site Sponsor 8.8% Functionality of Site 8.6% Customer Service 6.4% Past Experience with Site 4.6% Information Clarity 3.7% Performance on a Test 3.6% Readability 3.6% Affiliations 3.4%
  • 37.
  • 38.
  • 39. A health website with high credibility “ Addresses important issues” “ Lack of marketing copy makes it more credible” “ Laid out in a very matter-of-fact manner” “ Very professional looking” “ Gov affiliation makes it credible” “ Site owners don’t have ulterior motives for presenting the information” “ The vocabulary seems to come from more of an expert” “ It looks like it’s intended for doctors and researchers, not for everyday consumers of medical services -- this boosts its credibility.” What people said
  • 40. “ I tried to find information from this website, but had trouble” “ Lack of the sources for the info presented” “ Too many ads” “ Online greeting cards don’t seem very health-oriented” “ it seems like it is commercialized ” “ Pop-health look and feel, like one of those covers at the Safeway magazine rack.” “ Changing of url to thriveonline.oxygen.com makes me immediately think it’s a sham” “ A lite health site” What people said A health website with low credibility
  • 41. Results -- Overall vs Health Sites Topic of Credibility Comment All Sites % Health Sites % Design Look 46.1 41.8 Information Design/Structure 28.5 28.3 Information Focus 25.1 33.0 Company Motive 15.5 17.8 Usefulness of Information 14.8 20.5 Accuracy of Information 14.3 18.7 Name Recognition & Reputation 14.1 10.9 Advertising 13.8 21.3 Bias of Information 11.6 14.8 Tone of the Writing 9.0 8.3 Identity of Site Sponsor 8.8 9.1 Functionality of Site 8.6 8.3 Customer Service 6.4 0.4 Past Experience with Site 4.6 2.1 Information Clarity 3.7 6.0 Performance on a Test 3.6 1.7 Readability 3.6 3.5 Affiliations 3.4 5.6
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48. The key to designing for credibility “ To increase the credibility impact of a website, find what elements your target audience interprets most favorably and make those elements most prominent.” Fogg’s Maxim for Credible Design
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.