Web Page Usability, Credibility, and Persuasion

This post is a summarization of a few more major topics we have been discussing in our Internet Marketing class at Laurentian University; Web sites and their attributes that promote Usability, Credibility and Persuasion.
Research has been conducted that suggests the average length of time spent is less than three page views per web site. With these kind of low numbers being found, it is imparative that web sites create a strong first impressioin and are easy to navigate with dynamic personalization systems to adjust information for the purpose of user goals. In addition, being able to identify major entry and exit portals can increase the effect of customization for the user. Task-oriented sites need to provide efficiency and effectiveness with fast response times, effective navigation tools, and a high level of interactivity with quality content. In contrast to task-oriented sites, experiential websites such as Pokerstars.com, or Facebook.com have the highest level of "stickiness", and are designed with emphasis on flow and attractiveness with greater concern on latency.
It is no secret that anyone can build a website, credibility on the other hand, is a valuable asset that users can detect through things like ease of use, outside endorsements, accurate and complete information. As well, the absence of advertisements usually signifies that there is very little traffic on the site and raises flags regarding credibility. More often than not, experts of usability emphasize the importance of simplicity in text and imaging for persuasive purposes.
I think the bottom line is that it has become very easy for users to identify a home-made web page designed from someones basement compared to a professionally designed and properly executed web page design for usability and business purposes.


AB