1. IA Konferenz 2010, K öln “ A wise foot in the door “ How we turned the Stanford Web Credibility Project into an easy-to-use tool to create new business with new clients Søren Muus, Partner, FatDUX Copenhagen · Hamburg · Los Angeles · Ottawa · Zagreb

2. First: a quick show of hands...

5. Myself!

6. The Stanford Web Credibility Project B J Fogg

7. The guidelines:

8. 1 Make it easy to verify the accuracy of the information on your site

9. 2 Show that there's a real organization behind your site

10. 3 Highlight the expertise in your organization and in the content and services you provide

11. 4 Show that honest and trustworthy people stand behind your site

12. 5 Make it easy to contact you

13. 6 Design your site so it looks professional (or is appropriate for your purpose)

14. 7 Make your site easy to use - and useful

15. 8 Update your site's content often (at least show it's been reviewed recently).

16. 9 Use restraint with any promotional content (e.g., ads, offers)

17. 10 Avoid errors of all types, no matter how small they seem

18. Turning the guidelines into a test Stanford Web Credibility Test SWCT   

20. How to use the SWCT? 1. Find an industry you’d like to work with. 2. Find a market leader in that industry. 3. Call them and explain exactly your intentions (to the most senior employee you can find). 4. Make them explain their market and identify their competetors.

21. The importance of being Ernest 1. People are more likely to help you 2. You become more trustworthy 3. You befriend on equal terms 4. You create a sound curiosity 5. You arouse a slight fear 6. You create engagement

22. Then what? 1. Call the next company on your list 2. Repete until you got a list of 5 to 7 companies from the industry 3. Run the test

23. Let ´s run the test then..

24. 1. Is it easy to verify the accuracy of the information on the site? 

25. 2. Is there a sense of a real organization behind the site? 

26. 3. Has the expertise in the organization and the content and services it provides, been highlighted? 

27. 4. Does it show that honest and trustworthy people stand behind the site? 

28. 5. Is it easy to contact the company? 

29. 6. Is the visual design professional? (or appropriate for the purpose?) 

30. 7. Is the website easy to use? 

31. 8. Is the sites’s content updated regulary? (or been reviewed recently?) 

32. 9. Does the site avoid openly promotional content? 

33. 10. Have errors of all types been avoided? 

35. ...and then? 1. Get back to the people on your list and tell them that you got the results. 2. Offer your interpretation of the results. 3. If they’d like your intrepretation, the rest is just regular ”x-factor”. 4. If not, they are not in the market for your services anyway, but you made a good and professional impression. And the next time perhaps...

36. The math

37. Vielen Dank! Søren Muus [email_address]