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 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.
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 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.
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 don't trust websites, I trust companies and brands. If the question is, "do I trust a new brand I was just introduced to in 5 seconds?", the answer is absolutely not. If it's my first time at a website of a brand I know and respect, I trust it immediately. It takes most people a minimum of 8 independent exposures to a new brand before the first stage of "trust" is established. And real trust is only established after a positive experience post-purchase. That said, if what they are selling costs $5, they don't need to earn the same trust as a company selling a product that costs $1,000.
Most people make this call within 5 secs anyway, studies have shown so I think it's not only possible but happens all the time. Like you make your first judgement of a person within the same time. Just what makes it register as trustworthy however is probably if it ticks the boxes of what we feel stands for trust. Official badges, sincere mug shots, testimonials, etc proof basically. Professional up to date design is critical too. Every institution will need different things though. A picture of Mickey Mouse won't inspire trust for a financial institution, but might for a child care facility. You know what I mean. Know your target audience and what presses their trust buttons. But yeah 5 secs is what you get. The reason is you might get a bit longer if you keep them for 5 secs but the downside is that you can lose all trust in 1 second, so that sets the limit if you know what I mean.
People will make an immediate decision based on a site's first impression but building trust takes time. You can have a clean site with clear communication, easy navigation and contact info very visible which will help build a foundation of trust but it is impossible to say after just 5 seconds that a site is trustworthy. If there is e-commerce and they show they are secure for transactions that can help too.
Don't go by the looks. I can show you some truly fake twitter site, which will let you login and capture your personal information and you won't get a hint.
If you are looking for trustworthy site, no 'love at first site... oops... sight'... :)
First of all it all depends if you have prior information pertaining to the matters of the website. For example, if you received a spam link of so called United Nations website or email address, for you to judge the domain name or website address within next 5 seconds after coming across such website or email address is to be knowing the valid domain name and to know the look and feel of the valid website of United Nations. Another example is, if you were already been performing online banking transactions and you have been informed of phishing emails before hand, I am sure within the 5 seconds you will disregard the so called email from the bank, and take precautions such as blocking the email domain and marking it as spam. Hope this helps.
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.
When marketing yourself, often times you only have seconds to make an impression. If a company does not have professional identity they don't come across as trustworthy. It is a bit like dressing for a job interview. You dress for the position you want. The same is true for your business identity. Here is some helpful information on branding. http://www.graphicdesignbyvictoria.com/#!Building-Your-COMPANYS-BRAND/cjy3/FB0C6D5E-9E31-480F-8D4A-46EDB50ADDBA
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.
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.
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.
Yes, all the time - every site. It's a subliminal thing.
Assuming it's five seconds after it completes loading - you can always check for verification and authentication widgets posted on the front page i.e. VeriSign, TRUSTe, etc.
Hi Mr. Nelson,
Hmmm, first I will take a look at the design which is attractive or looks like 'professional' or not. But my primary concern is if you mean 'trustworhy' means no virus/not scam, etc I use browser plug-in to determine it. Beside that you can check what 3rd party analytics/cookies that being implemented on the website
I only question whether a site a site is "trustworthy" when I want/have to purchase something from it.
In that case, make sure the site is encrypted, or has https:// (then the site) instead of http:// (then the site).
The Https means that the site is safe and secure. You will see this on your email accounts, banking accounts, and several others, meaning they are more secure.
I wouldn't determine if was was trust worthy that quickly, but I could certainly determine if it WASN'T trustworthy in that time! If a site is poorly put together and unprofessional looking one quick look can determine that.
If I am searching on my smart phone... then yes, 5 seconds is enough to see if it's mobile friendly, and if not, I'm gone!