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I recently co-authored post doctorate research and an academic paper for the “International Journal for Human-Computer Interaction”. The paper concludes that a credibility based logo in conjunction with a credibility based landing page will increase conversion rates significantly. If not, over 90 percent of visitors will leave within 10 seconds according to Google Adwords:

“So you refined your keywords, optimized your bids, and written AdWords text ads that pull in tons of targeted clicks. But after looking at your Google Analytics reports you realize that your landing page has a bounce rate of 91%. This means that 91% of the users coming to your site are quickly glancing around and leaving deciding this site isn’t for them.”

Like most perception at an early stage, this is a visual thing. We make judgments based on first impressions of surface traits, from a person’s looks to his or her dress. The same holds true

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