Measuring Web Credibility
November 16, 2004 | 
8 Comments
Summary: How do we define and measure credibility on the Web.
Joshua Porter brings up an interesting followup to Dirk Knemeyer’s End of Usability Culture in his post How does Web Credibility Relate to Web Design? [via Digital Web]
He talks in some detail about how we might define and measure credibility on the web. He also asks some great questions that got me to thinking about how I can better identify feelings of credibility in my users as well as tie those feelings to business goals to relate back to potential clients when selling various aspects of Web design and experience.
Let’s face it, when it comes to clients it’s a bit hard sometimes to explain exactly why they should spend money on their Web site at all, let alone things like user study, an IA process and the rest. We know there is value added there, but proving that is a bit harder to do.
Some thoughts on Web credibility
I think credibility on the Web could be based on a few different factors—content, visual design, usability and more. I would take it a step further and say that regardless of if a snap judgment is made or an impression is built up over time it’s more likely a combination of things that go into that perception. Either way it’s important to note that regardless of that perception these things are related and have an effect (either positive or negative) on each other.
I see there is a need to more accurately understand how a site’s visitors see that site and more importantly there is a need to tie those perceptions back to business (and other) goals. At The House we’ve talked about this quite a bit, and while there’s been a lot of work done measuring overall brand perception, I’d really like to tie that into our experience design process.
Measuring things like credibility, brand awareness and customer attitudes, then tying them to business cases to showcase value and return on investment (as it relates to the Web) would mean a huge leap forward in the education of clients and stakeholders to the value of the Web to their business.
Filed under: Web General
Comments
1. Dave P said:
Very Interesting post Keith. Got my head ticking again…
Like the article you link to, I too would like to ask: what is web credibility? I’m in full agreement with Dirk that “web” credibility as most of us would define it, is really more along the lines of “organization” credibility, in that branding, actual deliverables, and service are heavily involved in the opinon formed by the custormer as to what is credible.
This is much different than simply asking someone weither or not they think a certain entity is “credible” by using their website for a few minutes. This type of “credibility” relies heavily on design that provokes an emotional response, (by design, I mean feel good and pretty) and less (initially, at least) on IA and Content.
Clearly, those that take the former, more holistic approach in their work tend to to a better job in mastering the latter, although the reverse is not always the case.
Great Post btw.
Posted on November 16, 2004 04:40 PM | #
2. Keith said:
Dave – I guess I’d probably be inclined to define Web credibility as the credibilitty of one’s Web site in general terms and through that, and more importantly, the credibility that site gives (or takes away from) the organization as a whole.
If that makes sense?
Posted on November 16, 2004 06:42 PM | #
3. Small Paul said:
I must apologise in advance for veering off-topic, but I can try and phrase this in a topic-related way.
Does A List Apart now look less credible because its stylesheet has been replaced by a picture of the iPod Photo?
And what’s going on?
Posted on November 17, 2004 08:33 AM | #
4. Kev said:
When I finished reading your post, I immediately went to the source article to read that as I was keen not to misunderstand this piece ;)
If we define credibility as that intangible that is the thing that influences the choice to proceed or move away and is comprised of the look, feel, branding, usability, accessibility, style and depth of content then the only way we can get a feel for each of these things is to get responses from humans through either overt or covert observation. And thats the problem.
I remember my sociology and HCI classes where I learnt that basic of human behaviour- that the act of observation itself has the potential to affect the results. I’m not sure how to get around that. Or even if it overly matters. But if it does matter then results of creedibility testing themselves would be less than credible.
I agree though that such a tool, or set of tools would be invaluable to covince those higher up the corporate food chain that these things are necessary.
Posted on November 17, 2004 09:13 AM | #
5. Karl said:
The folks at Stanford, especially B.J. Fogg, have done a lot of work on defining and measuring web credibility. They have a site that discusses their research. And B.J. Fogg has published an excellent book — Persuasive Technology — that examines credibility in all manner of technology.
Posted on November 17, 2004 09:17 AM | #
6. Ray said:
Makes perfect sense. Even if a site only serves as an extension of a companies business card or brochure it still provides one more opportunity to further develop a relationship with a current or potential client. Credibility can be created in a variety of ways.
To me, this is glaringly obvious. Visual design does matter. However, measuring a sites credibility because of it’s visual design… that’s the tricky part isn’t it.
thinking out loud… Measuring the credibility of a sites design could be likened to a merchant wondering if her snazzy $1500.00 add in the local newspaper was the reason for all the shoppers or if it’s simply because it’s the last week before Christmas.
Just off the top of my head the only concrete way to find out would be to actively ask clients directly or through a survey.
Thanks for the article and links. Damn good questions.
Posted on November 17, 2004 09:20 AM | #
7. Ray said:
{Off Topic}
Small Paul,
What are you talking about? ALA looks fine. Did I miss something? Sincerely interested 8 )
Posted on November 17, 2004 09:27 AM | #
8. Jack said:
Interesting topic, Keith. I find it odd that web credibility can possibly be tied to visual response. Quoting the Stanford conclusion:
“Our result among consumers about the prominence of site design and overall look was not what we had hoped to find. Participants seemed to make their credibility-based decisions about the people or organization behind the site based upon the site’s overall visual appeal”
Yet, we all do it. Perhaps there really is substance to style. Check out Virgina Postrel’s works.
Posted on November 23, 2004 08:08 PM | #
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