Anticipated issues that may affect Web credibility in the future are (Eighmey 1997, Fogg, Marshall et al. 2001, Fogg, Soohoo et al. 2003, Robins and Holmes 2008):
- Poor grammar or spelling.
- One of indications that an email may be spam is an abundance of spelling mistakes. As a result, websites are also less credible if they contain such errors.
- The presence of malware or popups.
- Hard to navigate user interface
- The excessive use of third-party ads
- Part of a blacklist
- domain name is close to a mainstream organisation to mimic said company and scam unwary customers.
- Number of reputable sites that link to it.
- The domain name
- High level domain names have better credibility as they are more controlled. For instance, websites ending in the “.com.au” suffix have to have an ABN in Australia before they can even be registered.
- The number of industry standards adhered to such as ISO and W3C.
- The number of times a person chooses a website over the competitors’ to accomplish the same task; e.g. Ebay.com over Aliexpress.com.
- Good design
- Number of referrals.
- The ratings provided for the website on third party rating sites such as Google Maps and Yelp.
Eighmey, J. (1997). “Profiling user responses to commercial web sites.” Journal of advertising research 37(3): 59-67.
Fogg, B., et al. (2001). What makes Web sites credible?: a report on a large quantitative study. Proceedings of the SIGCHI conference on Human factors in computing systems, ACM.
Fogg, B., et al. (2003). How do users evaluate the credibility of Web sites?: a study with over 2,500 participants. Proceedings of the 2003 conference on Designing for user experiences, ACM.
Robins, D. and J. Holmes (2008). “Aesthetics and credibility in web site design.” Information Processing & Management 44(1): 386-399.