Increasing
Credibility and Conversion through Deployment of Trust Seals
Your website has a moment to catch the
attention and trust of your visitors. With growing reports of identity theft,
fraudulent sites and viruses, consumers have growing concerns about using their
credit cards and providing their personal information online. A recent survey
found that 86% of online shoppers feel more confident entering personal
information on sites that display security indicators, such as a trust mark.
(VeriSign Brand Tracking Research, 2008)
According
to information from Symantec, many of their partners saw a significant increase
in conversions after implementing the VeriSign Trust Seal. It has been shown
that Trust Seals do in fact contribute to Conversion Rate Optimization (CRO)
and in turn drive sales. Below are some insights on how CRO and Trust Seals
work together to increase credibility, and the effectiveness of your online
marketing campaigns.
What is Conversion Rate Optimization (CRO)?
Conversion Rate Optimization (CRO) is a
methodology online marketers use to improve the customer experience for visitors
that come to your website or landing page. The goal of
CRO is to increase the percentage of visitors that convert into
customers or complete a call to action.
Why is CRO so Important to E-Commerce Sites?
The
goal of any e-commerce site is to get visitors to make a purchase. If your site’s
design is optimized to drive sales, ROI will increase and revenue will grow. CRO
is a tool designed to enhance the value of the traffic your site is already
receiving.
How Trust Seals Help CRO
E-commerce
sites and organizations that do business online can struggle to generate the
confidence in consumers to buy, sign up, or join now online. Trust Seals are an
investment financially and from a resource standpoint, but they will help to
maximize click through rates, conversions, sales and your overall ROI. Trust
Seals reassure customers that they can trust the web site and trust how transactions
are handled throughout the purchase cycle.
How Many Trust
Seals Do You Need on Your Site?
Having
25 different Trust Seals on your web pages won’t do anything to help your
website; in fact it might even hurt your efforts. It is not necessary to
purchase multiple Trust Seals for your site. Often times, one Trust Seal is
enough. It is recommended that you include both the VeriSign and BBB Trust
Seals to your site. If budget is an issue, featuring the VeriSign Trust Seal is
a great place to start.
Where Should
You Place Trust Seals on Your Site?
In order to maximize the effectiveness of a Trust Seal, it must be visible to
your website visitors. Many sites place Trust Seals in their footers and
display them more prominently during the purchase process. It is important to
balance visibility against overall site objectives, including your
company’s branding.
Industry-Recognized
Trust Seals that Have Proven Effective.
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