Wisefootinthedoor
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IA Konferenz 2010, Köln “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
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Transcript of Wisefootinthedoor
IA Konferenz 2010, Köln
“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
First: a quick show of hands...
Myself!
B J Fogg
The Stanford Web Credibility Project
The guidelines:
1
Make it easy to verify the accuracy of the information
on your site
2
Show that there's a real organization behind your site
3
Highlight the expertise in your organization and in the content
and services you provide
4
Show that honest and trustworthy people stand behind your site
5
Make it easy to contact you
6
Design your site so it looks professional (or is appropriate for
your purpose)
7
Make your site easy to use- and useful
8
Update your site's content often (at least show it's been reviewed
recently).
9
Use restraint with any promotional content
(e.g., ads, offers)
10
Avoid errors of all types, no matter how small they seem
Turning the guidelines
into a test
Stanford Web Credibility Test
SWCT
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Pejseforum.dk L J K J L L L L L L Philippejse.dk L K L L K L L L J K Pe js e-c entret .dk L J K K K L L K L L Byens pe jse hus. dk - L - - - - - - - - Grevep ejs ece nte r.dk L J K K J K K L J J Berthe lsen (pe jsevarme.dk) L K L L J L L J J L dahlst romc en te r.dk K J J J J J K K L J Rosk ildep ejsec en te r.dk L J K K K L L L L L Tgk.dk L J K K K L L L L L
J J a K Måske , de lvis t L Ne j
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.
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
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
Let´s run the test then..
1. Is it easy to verify the accuracy
of the information on the site?
2. Is there a sense of a realorganization behind the site?
3. Has the expertise in the organizationand the content and services it provides, been highlighted?
4. Does it show that honest and trustworthy people stand behind the site?
5. Is it easy to contact the company?
6. Is the visual design professional?(or appropriate for the purpose?)
7. Is the website easy to use?
8. Is the sites’s content updated regulary?
(or been reviewed recently?)
9. Does the site avoid openly promotional content?
10. Have errors of all typesbeen avoided?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. IA Konferenz J J J J J J J J K J UXLX J J J J K K J J J J UX London J J J J L J J K J J UPA J J J J J K J K J J EuroIA J J J J L K J L J J
...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...
The math
