Timeless Trends in Web Design

Timeless Trends in Web Design

Connection at First Sight
  Two years of good graces - - or five years of distrust. 
  That is how much first impressions matter. Both in-person and online, to casual consumers and well-established professionals alike. First impressions affect peoples’ attitudes dramatically. Ideally, a web page will leave its visitors with a first impression that instantly builds rapport and trust between the consumer and the brand. 
  The reason that so many people are affected so deeply by their first impressions is due to the cognitive bias known as the First Impression Bias. It has long been accepted that under scientific, controlled conditions, and for a limited period, peoples’ choices are affected by their first impressions of something more than by the reality of that thing. However, a recent study has shown that statistically speaking, even seasoned financial professionals are cognitively affected by their own first impression biases. When a financial professional analyzes a stock for potential acquisition, the first impression they form of that stock will be based in part upon how said asset performed in the prior year. If the first time that a financial analyst looked at a stock, that stock performed well the previous year, then the analyst will be fifteen percent more likely to recommend a buy on that stock and this halo-effect will persist upon their interpretations of that stock for two years (Hirshleifer, 2021). However, if an analyst looks at a stock, for the first time and that stock performed poorly in the prior year, then the analyst will be thirty percent less likely to recommend a buy on the said stock, and this bias toward negative interpretation will persist for five years (Hirshleifer, 2021). Therefore, the analyst who has no mitigation measures against their first impression biases will partially misinterpret all of the financial information they contemplate about that stock for the next five years. So if financial professionals who are so objective about their investment strategies cannot even overcome their first impression bias when it comes to the numbers... then it stands to reason that when they visit a website for the first time, their first impression bias is certainly going to be affecting the way they interpret that business, maybe for the next five years. 

Webpage Content
  Consumers expect that a credible web page will contain certain basics for content, depending on the purpose of the webpage and the nature and origin of the digital interaction. The “Stanford Guidelines for Web Credibility” do not tell exactly what content each specific site needs (2002, Fogg). Instead, they provide the framework from which one can establish their own website design strategy. 
  The following 10 suggestions are derived from the “Stanford Guidelines for Web Credibility”

Check 10
Use the following checklist to make sure you are in align with the Top 10 “Stanford Guidelines for Web Credibility” (2021, Fogg).
* I provide impartial third-party verification for all claims
* Visitors can trust your organization is real
* Visitors know why they should trust your judgment on what specific matters
* Visitors know who runs the organization
* Visitors can easily contact me through whichever channel they prefer 
* The site look professional for its purpose
* The site is useful and easy to use
* I update the site regularly
* I avoid ads wherever possible
* There are no errors in the typography across all device formats 

Fogg, B.J. (May 2002). "Stanford Guidelines for Web Credibility." A Research Summary from the Stanford Persuasive Technology Lab. Stanford University. www.webcredibility.org/guidelines
Hirshleifer, D., Lourie, B., Ruchti, T. G., Truong, P., (2021, March). First Impression Bias: Evidence from Analyst Forecasts. Review of Finance, Volume 25, Issue 2, Pages 325–364, https://doi.org/10.1093/rof/rfaa015
Turban, E., King, D, Lang, J. (2011). Introduction to Electronic Commerce (3rd ed.). New Jersey: Prentice Hall. Retrieved from https://vitalsource.com/
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