You visit a new web site, whether it’s to find information, do some shopping or make a transaction. How do you know to trust it? According to a recent article by Human Factors International, web surfers evaluate sites primarily on two criteria:
- Professional-looking appearance
- Ease of use.
What that means is that the design and the photos look to be the product of a professional effort – it’s not some MySpace site. And that the site has been designed to make it easy to use – again, it’s not some MySpace site. Web credibility is also a function of relevant content. Basically, this means a web site designed toward user needs.
What’s interesting is that this web site evaluation process is done in seconds. Visitors get to your page, glance it, and then decide whether it’s a trustworthy web site.