Using the "marketese" found on many commercial websites And when we combined three ideas for improved writing style into a single site, the result was truly stellar: 124% better usability.
As shown in the table, measured usability was dramatically higher for the concise version (58% better) and for the scannable version (47% better). We then had users perform the same tasks with the different sites. To measure the effect of some of the content guidelines we had identified, we developed five different versions of the same website (same basic information different wording same site navigation). Measuring the Effect of Improved Web Writing Also, credibility suffers when users clearly see that the site exaggerates. Web users are busy: they want to get the straight facts. Users detested "marketese" the promotional writing style with boastful subjective claims ("hottest ever") that currently is prevalent on the Web. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.
Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. We found that credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted.
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