You think price is the most important reason online shoppers choose one website over another? Think again. Price is not even close to number. It is at number 7, 8, or 9 depending on which research you look at.
The number one reasons convincing online shoppers to shop at a website is confidence and trust. One way to help your visitors betters trust your ecommerce is by showing a trust logo or seal. Following is a list of the most well known trust logos/seals available. The list is not in any particular order.
SSL Certificates and Seals:
- Comodo: Comodo has many different trust logos to choose from. I particularly like their “Corner of Trust” seal. I personally use this seal on my ecommerce sites.
- Verisign: VeriSign is probably the most reliable one. Sites such as Bank of America and NewEgg.com use that.
- McAfee: McAfee’s special deal is that if you have them thier trust logo also appears beside all search engine searches if customers have McAfee virus scan software on their computer. They bought the company behind Hacker Safe seal and in my opinion made their biggest mistake of changing the graphics to McAfee. Hacker Safe was already a well established seal in everyone’s mind.
- Thawte: They are also a very well known SSL certificate provider.
- Starfield: I used to use them for a while. Their prices are on the lower side.
Privacy & Customer Support Seals:
- BBB Online: This is great to show your customers that you truly provide quality customer service. If you don’t know about them go to their website and learn more.
- eTrust: As the name sounds like, eTrust is a privacy policy certification. This is great for websites that sell softwares or gather a lot of customer information when a purchase is made.
I personally use Comodo right now and have put my application for BBOnline certificate. I believe this is enough for smaller websites. If your sale are over $100,000 a month then getting eTrust and a Hacker Proof seal would be definitely worth it.
The point is to give your customers the trust and confidence they are looking for in your website. Once you get couple trust seals (real ones , not something you make yourself) the lower the return becomes on getting more trust seals. However if your number of sales are high enough they will definitely pay off.
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{ 4 comments… read them below or add one }
@Nima Heydarian, I appreciate your blog post on trust seals for e-commerce. I believe that E-commerce users really liked have privacy and being in control of who can see what information about them. You missed TRUSTe in your list. TRUSTe offers an easy and affordable privacy packages for small businesses to create trustworthy privacy statements and seals. Financial services company eLOAN tested the location and visibility of the TRUSTe Web Privacy Seal on pages that either collected site-visitor information or “sold” the brand. The seal provided a 3-5% bump in application conversions.
Thank you Heather. I will put it in there.
You also have other alternatives with a security focused trust logo or trustmark displayed on your website.Specially with E com websites this can proove to be very effective. http://www.hackerslocked.com is one of the toppers in this league.
Thanks Vj for the input.