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Wisefootinthedoor

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S?ren Muus
S?ren Muus

The document summarizes turning the Stanford Web Credibility Project guidelines into an easy-to-use tool called the Stanford Web Credibility Test (SWCT). It describes how to use the SWCT to evaluate websites and create new business with clients. The steps include identifying an industry, evaluating leaders' websites using the SWCT, contacting the companies to discuss results, and using the tool and feedback to potentially gain new clients over time. The guidelines emphasize being honest, building trust, and leaving a good impression even if not gaining immediate work.

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IA Konferenz 2010, K ?ln ¡° 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 S?ren Muus, Partner, FatDUX Copenhagen ¡¤ Hamburg ¡¤ Los Angeles ¡¤ Ottawa ¡¤ Zagreb
First: a quick show of hands...
?
?
Myself!
The Stanford Web Credibility Project B J Fogg
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 ? ? ?
?
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 real organization behind the site? ?
3. Has the expertise in the organization and 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 types been avoided? ?
?
...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
Vielen Dank! S?ren Muus [email_address]

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Wisefootinthedoor

  • 1. IA Konferenz 2010, K ?ln ¡° 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 S?ren Muus, Partner, FatDUX Copenhagen ¡¤ Hamburg ¡¤ Los Angeles ¡¤ Ottawa ¡¤ Zagreb
  • 2. First: a quick show of hands...
  • 3. ?
  • 4. ?
  • 6. The Stanford Web Credibility Project B J Fogg
  • 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 ? ? ?
  • 19. ?
  • 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? ?
  • 34. ?
  • 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...
  • 37. Vielen Dank! S?ren Muus [email_address]