researcher Elizabeth Sillence and his team conducted a study on trust and distrust on websites for the University of Northumbria (Newcastle – UK).
The study is quite simple. Elizabeth and her team put several people to visit various sites on the Internet and respond if they trusted or not trust these sites and why.
The study showed that when people did not trust these sites, 94% of this distrust was related to design problems.
Yes, you read correctly. 94% are the chances of a new visitor not trust your website “only” for its design.
No matter if your content is a masterpiece. For a new visitor, the most important is the first impression.
And this impression is very fast. You have only 8/2 so that visitors trust your site or all will be lost.
It is as if in a ballad you assess the girls could get just by their appearance.
It is an instinct of human beings. In the absence of concrete information, the beauty prevails to call our attention (at least initial).
Studies show: The chance of a visitor not trust your site because of design is 94%
You visit a website and come across with following items in the sidebar:
These are just some parasites that form a huge waste, easily found on sidebars of several blogs, especially beginners on digital marketing, trying to sell everything to everyone, occupying every pixel of your computer.
But what they do not know (or understand) is that the more options you give to the visitor to your site, the more cluttered.
I say this from experience and, of course, based on my renowned studies, such as Dr. Sheena S. Iyengar for the University of Columbia, the name “ When Choice is Demotivating: Can One Desire Too Much of a Good Thing ?
The link takes you to those long and boring PDFs
Introduce two different situations to visitors in a candy store.
Before reading the results of the study, image note which table you believe that attracted more people and which table will sell more.
If you answered that the table with 24 flavors attracted more people, you are right!
These figures indicate a preference for the table with more sweets (24), but the important question is: which table sold more?
Putting in absolute numbers, assuming 100 people in total, we would have: