Help us to unravel credibility on web pages
Demo UX Cases | User Experience

Help us to unravel credibility on web pages

on / by Paul Veugen

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.

Test introduction - Click to participate (3 minutes)

Our subjects

We’ve picked the homepages of six praised web companies for this test on credibility.

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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:

Trust test setup

We’ve used a random redirect to create one URL for these four tests: 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.

Inviting participants

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:


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Article by

Paul Veugen

Founder / CEO @ Usabilla User Experience designer, entrepreneur and metrics junky.

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  • Beneficial insights! I have been previously searching for something similar to this for a time now. With thanks!

  • Ian

    I completed the first screen but the second and third screens didn’t let me click anywhere to add a note.

    • Hi Ian. Thanks for participating!
      I’m sorry to hear that you’re not able to add any notes for the second and third task. Could you help us by sending me your browser version? Would you like to try if you got the same problem if you try again?

  • Mikko Rantalainen

    I’d rather have address bar visible for these sites. The most important TRUST factor for me is the address of the website and if the site is using HTTPS/SSL connection with a valid certificate. After checking that I’m in fact connected to correct website (and googled for domain name if I’m not sure what this thing is about), then I’ll take a look at the contents. I know that anything in the content area can be easily faked and should not be trusted if you cannot first trust the source of that content (the domain + connection). A service cannot fake the domain and secure connection.

    Note the google bit – a self made assertation that you’re trustworthy does not matter a bit. An image of padlock on your own page does not matter a bit. Some external references, please. Links to trustworthy references are okay (a plus if such a reference goes directly to the source on a well known web site with HTTPS/SSL connection).

    • Hi Mikko,
      Very good point. I didn’t think the address bar at all. In this case the URL and standard HTTP vs HTTPS/SSL could indeed make a big difference. Would be an interesting new test case.
      Thanks, Paul

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