If you only had 5 seconds to see a website's homepage, do you feel you could judge whether the site was trustworthy?
I have recently been participating on https://usabilityhub.com/ as a random tester and have frequently been asked "Is this site trustworthy?" after viewing it for only 5 seconds. How would you determine trustworthiness of a site?
There are certain things that should be prominently displayed on a website that would allow you to make this determination in 5 seconds. Take a look at www.1stSeniorCare.com
Notice on the right hand side of the page there is an icon for comodo. This icon tells you that this site is regularly tested for compliance and fraud protection. Also notice the level of encryption. Also notice the Trustweave icon which states this is a trusted site. Also when trying to purchase something make sure that a lock is displayed also indicating that the information you are about to give is secure.
Nope, not for 5 seconds. Such time focus on attraction and first impression, but insufficient to form turst
Yes in extreme circumstances. No, if the true nature of the site is more subtle.
If you have dev tools insalled then the answer is yes page and domain authourity are fantastic indicators of a websites validity, however on 'pure' visuals Im not so sure.
I like hard facts.
Regards & HTH
I never do it in 5 sec. What makes me trust on a site or not is their mission and the way they are going to reach it.
First, if it is a shop or asks me to enter personal information, I check if it has SSL. Simple as that. That will be possible in under 5 seconds after the page has loaded. If no SSL, it certainly is not trustworthy.
Secondly, if you are good at creating a quick impression of the content of a site (mental image of sorts - can sum up contents in seconds) then you could see from the content if it is trustworthy or not. If it clearly states "reach your goal weight in 2 days", you have to be skeptical about it, right?
Thirdly, a general impression of the way the site looks can affect the way you feel. A sloppy-looking site immediately tells me that the developers/designers did not put their hearts into it - so how am I supposed to trust it? So - as far as "first impression" goes - 5 seconds is also enough.
What does not take just about 5 seconds, is if just an average-looking site. As a developer, I first view the source to look at which framework/CMS is used (sometimes this is clear from the markup - as in the case of Drupal, Wordpress, or in the URL structure (Joomla!), etc.), the quality of the client side scripts included and developed, the markup, etc. Usually I can spot "not so good sites" in 30-60 seconds, but certainly not 5 seconds...
If you want to really nit-pick about the definition of "seeing a site for 5 seconds", and be accurate in a lot of cases, I'd say "view source" before the site the 5 seconds is up, copy the content, and paste it in HTML validator. Technically, you've viewed the site less than 5 seconds, but actually spent a bit more time with it (i.e., running it through the validator). Bad results in the validator will immediately tell you to be suspicious, albeit not totally convince you the site is "bad".
Yes I believe you can get a good sense of the quality of the organisation behind any website. The quality of the branding and first glance content is most important. This is something we are able to help with if required. Great question !
Yes, all the time - every site. It's a subliminal thing.
In some cases yes .. when the site is obviously poorly designed or there is blatant obsfucation or warning signs.
Nowadays it is possible to buy a $10 theme and make any site look professional with a small amount of work so I would say no in most cases especially when there has been a small amount of effort to look trustworthy or legitimate.
By doing some due diligence. You can do a search on Google by typing the business name followed by the word, scam or fraud to see if there are any red flags. For example, 'Business Name Scam' or 'Product Name Scam'. You might want to check if there were any complaints.
This is one way to gauge its online reputation on whether they had burnt any customers.
Secondly, I would look at their social media influence on Facebook & Twitter. The more likes or followers they have is usually a good indication that they are forced to behave themselves and treat customers well. Otherwise, they will feel their wrath on social media via viral complaints. If they don't have a social media presence at all, you have another reason to be suspicious.
Hope that helps.
You can't determine trustworthiness by looking at a website, ad or even a physical location. Over the years I have investigated many businesses that people invested in because they thought they were trustworthy. Investigation clearly found frauds although the web site was beautiful. See my website ( investigation.com) for some sample businesses that got in trouble although the looked ligit.
Using some practical advice and marketing theory five seconds isn't long enough. You need to be fair. It's about AIDA or Awareness>Interest>Desire > Action. While you can get an impression or read a few words of copy and see some graphics you need to be fair to evaluate. Plus I'd look at some targeting of "People" data in the Nine P's of Marketing. If you are not interested in the product or service evaluating "trust" or "trustworthiness" may not be relevant to you but the others who may be specific consumers or potential shoppers. All the best.
I think the test to see if you feel it is trustworthy if the first 5 seconds speaks to the Brand, the Design, and even just the over all feel of the website. This question helps Web Designers to make people feel more comfortable and more secure.
American Express changed their Green Card to a Blue and Silver card. After they spend 250k the study showed more people feel secure with the colors Blue and Silver then Green. This is why a lot of banks use the color blue.
My 2 Cents. So yes you can judge in the first 5 seconds... in the real life you will continue to judge even after that. However if you loose a customer in the first 5 seconds then it is very hard to get them back...
Example: have you ever felt like a site was NOT trustworthy in the first 5 seconds and later decided it was trustworthy ... I would guess that 90% or more of the time the answer is NO.
I believe you tell a lot about the quality of a company in five seconds but not whether they are trustworthy. As you go through the site a bit further you can possibly tell then. Research the company outside of their website. see what people are saying on Yelp, D&B The BBB.
There is absolutely no way to determine if a web is trustworthy. I may be slightly parinoid but just because you see something on the internet is like seeing is believing and even that is a joke (ie slight of hand).
A BBB Icon and a SSL Icon can be placed on a site to make ti look secure when not. Pushing on charity and religion makes a site less trustworthy in my opinion.
Being clean and conforting (color and presentation) when done by fraudsters is done all the time. I wouldn't beleive in a site in 5 minutes let alone 5 seconds.