Credibility in many cases is the most important driver for conversions. Recently we’ve been experimenting with new tasks to determine factors that influence credibility on webpages. A demo case with Mint helped us to determine how people react to questions about the credibility of a webpage. Based on this pilot we’ve set up another study to measure drivers for credibility on six other websites.
We’ve picked the homepages of six praised web companies for this test on credibility.
Credibility is believability and is composed of trustworthiness and expertise (of a source). BJ Fogg from Stanford University has done extensive research on credibility of web pages. Be sure to take a look at this slideshare presentation about his findings on web credibility. What we want to figure out with this demo study is how specific elements or parts of a webpage influence the reported trustworthiness of a web page.
Our test setup
In about 15 minutes we’ve set up four different cases. We’ve split the homepages in two groups, to prevent that the test will become too long for participants. For each of the two groups (three pages per group) we’ve set up a positive and a negative test.
- Case A: AboutMe, Chartbeat, and DailyBooth.
- Case B: Greplin, Groupon, and Ubercab.
So in total we’ve set up four tests in Usabilla:
We’ve used a random redirect to create one URL for these four tests: http://usabilla.com/case/trust. We’ve created a small tool to create URL’s like this. Contact us if you want us to create a sort-like redirect for two or more of your own tests.
We invite people to participate in a short survey on Twitter, Facebook, and of course through this blogpost. At the end of a test we always encourage participants to spread the word and invite their followers on Twitter. We could definitely use your help as well. Please participate in the visual survey and spread the URL of this test or blogpost on Twitter and Facebook and invite others to answer three short visual questions about these websites in less than 3 minutes.
We’re looking forward to share the results of this case on our blog. When we’ve collected got enough data we’ll write another blogpost. Feel free to subscribe to our RSS or follow @usabilla on Twitter to get notified when the results are available.
Sample results of another testcase: