Persuasive Technology Lab captology.stanford.edu Guideline #7 small cost, big benefit • Make your site easy to use -- and useful. We're squeezing two guidelines into one here. The research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company's ego or try to show the dazzling things they can do with Web technology. Websites lose credibility whenever they make it hard for users to accomplish their task at hand. Research support – acm99, chi99, chi00, chi01a, ptl02, cww02, unp #26 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.